What is outdoor laser tag, and how did you get into the business?
Using safe infrared technology and combining the strengths of paintball, indoor laser tag and video gaming, outdoor laser tag was innovated by a U.K. company around 1998. After seeing a version played in the Clint Eastwood movie Heartbreak Ridge, my son and I flew to meet the U.K. equipment manufacturer. In 2003, we became the first outdoor laser tag operators in North America.
Driven by corporate events and teambuilding, summer camps and birthday parties, our revenue grew 40 percent annually over the following three years. The industry has since taken off, with some 350-plus U.S. locations today.
What differentiates the outdoor laser tag experience?
We created an outdoor environment similar to paintball, but without the pain, mess or environmental impact. Recognizing the influence of video gaming and social media on Millennials, a key target audience, we infused a complex video gaming style of “mission play” to increase the cognitive and physical challenges. One magazine described us as creating “exertainment,” or entertainment that requires exercise.
I believe corporate customers would have embraced paintball if not for the pain and mess factor. Most people don’t want to get hurt while attending a corporate function—it can be intimidating.
What makes outdoor laser tag an ideal activity for groups?
As the saying goes, anyone can captain the ship in calm waters. So we purposefully created “choppy seas” for our team-based, mission-driven programs, each with specific goals and objectives requiring absolute teamwork.
Our proprietary teambuilding program, for 16 to 80 participants, incorporates leadership roles, strategic planning and customized missions to test specific teaming skills. Optional debriefings by executive coaches between missions help participants adjust their behavior and assess the resulting outcome.
We host groups of 16 to 150 people for most events, and partner with several regional corporate retreat centers to bring outdoor laser tag teambuilding to their venues.