Scott Brown is the Director of Marketing for Family Entertainment Group, which operates FECs of all scopes and sizes throughout the United States. In this interview, Scott talks about how the way in which guests are attracted to the center varies based on the location that they are visiting, as the messaging needs to be completely different in locations that serve local residents versus locations that capitalize on existing tourists and foot traffic. Scott also talks about striving toward excellence, which includes the way that employees are onboarded and recognized for their efforts, and that the employees are often the stars of the show, rather than the attractions that the guests are visiting for. Additionally, Scott says that technology plays a role in the guest experience strategy, particularly as you gain additional intelligence on your guests and how you use it to serve them better. Scott shares that one FEG’s guest experience philosophies is to bring family and friends together through the universal language of fun.