Client Profile - Jack Turner

This is the first in a set of articles that provide a glimpse into the facilities that our clients operate. Discover their views of the industry, the successes and challenges they've seen, and their goals for the future. Jack Turner and his wife have been operating the iconic Lazer Blaze facility in Louisville for almost 2 decades. We recently had an opportunity to ask him some questions about his business, and here's what he had to say:

• What attracted you to the entertainment industry?
  I started playing video games at a very young age, 6 or 7. Since I am one of the older guys in this industry, this means it was back when special effects were done with construction paper. That laid the groundwork for my love of FEC’s.


• What drives you to keep growing your business?
  Everyone who knows me well will attest that family is first with me. I want to be sure that my business is here to hand down through my family all the way down to the “World’s Greatest Grandson”, who has a shirt with “OIT” on it. Owner In Training that is! Hopefully my son will be able to retire from it and let Logan take it from there.


• What do you think is the biggest reason for your success?
  The biggest reason? Well I think there are actually 2. The first is I am a big kid. I love video games, remote controlled vehicles and such. So I try to think like my customers. The second reason is I try to keep it as simple as possible. Over analyzing a business makes the simple things that make the most sense to be overlooked. Bob Wood once said “Too many operators step over dollars to pick up pennies”. I look for the dollars, not where I can save $3 a month on printing costs or some other miniscule savings. I know they all add up, but start big and work back.


• What does a typical day look like for you?
  I don’t know what typical is! Different days always have their own personalities. Some days I don’t arrive till 10 am and get out at 4 when staff roll in. Some days I am there by 8 am for corporate events. Our industry isn’t a one that gives you a routine. If you have figured out how to have one you’re a better operator than me! I do most of our tech work, own our own coin op and I do 95% of our ordering. That is the bulk of my time.


• Did you alter your business strategy during the recession?
  Yes, just slightly. Probably not the way you would think. We expanded, added and basically raised the bar. My 30+ years in FEC operation told me recessions are bad for the country but usually good for our industry. I wanted to be sure that if my experience was right that we would give them all a reason to continue to visit us. Of course Creative Works had a big hand in making this happen. I was right twice, once that business is up and the second time was using Creative Works! I couldn’t be happier with the outcome.


• What has been the most difficult challenge in maintaining your business?
  The most difficult is to stay grounded. What I mean is that you are the owner, and only answer to your customers. You may have the very best ratings on the internet. You may be the city’s primary facility for family fun. Remember that you are only as good as the last person to leave you facility. You can’t sit back and take the mentality that “oh well, one upset customer out of 10, not bad”. It is bad. Even if you think 90% is great, how great is 100%? Although I have a pretty decent handle on customer relations, I want to be sure I never think I am good enough. Always work to get 100%.


• Are you optimistic about the future of the FEC industry?
  The future? I can’t wait! Think about 10 years ago, what was the best technology out there? Definitely wasn’t an iPad. What does the future hold technology wise? What will the next great attraction be? Would you have ever thought Lazer Frenzy would be available 10 years ago?


• If you had to change one thing about your business, what would it be?
  I think the general layout of my facility. I love what Creative Works has done, so I would not consider changing the ambience, but it could definitely use some rearranging.


• What's your favorite thing to do in your spare time?
  Spare time? What is that? Well, other than family time, and eating out with friends I do have a passion for poker. I’m not good at it, so I don’t play every night or even every week, but if I get the chance I go!


• What are your plans for the future?
  The one thing I have learned is my plans rarely seem to pan out. Long term in this industry is difficult for us. Technology and regular old challenges always seem to derail our best laid plans. Not to start a political argument, (Erik Guthrie and I have already had those!) but the climate for business these days is very volatile so until we have a better grasp on what the future of our country’s future I probably won’t make big ones. I do have a couple up my sleeve that I’m not quite ready to divulge!


• What advice would you offer to someone starting out in the industry?
  
  1. The standard in every business is true with ours. Don’t overextend yourself! If you have to cut back, only cut back in items your customer CANNOT see. I have seen so many companies that it was so obvious they were floundering. People don’t plan return trips to those companies because they aren’t sure they will still be there. Do you want your customers to feel you are confident, successful and rock solid or do you want them to “see you sweat”?
  2. Give back! Every year we have upped the ante on our community giving. Maybe you don’t see an increase in business, but the word of mouth that you care does make a difference. I do warn you however that if you goal is to help local charities for the face time, it will back fire. Help when you are doing it for the right reasons. Pay it forward!
  3. Last but definitely not least. Change. Don’t plan on opening and not changing anything for 5 years. If you do, the change at 5 years will be new owners. Keeping it fresh is why we are still here 17 years later.