AEM, Foxwoods create $5.5M Tree House Arcade

Machantucket, CT - When the management of Foxwoods Resort Casino- the world's largest such facility - decided to build what it considered to be the world's finest arcade, executives turned to one of the foremost leisure consulting companies, Amusement Entertainment Management, based in East Brunswick, NJ. Headed by Frank Seninsky, the AEM team, which includes Jerry Merola and Joe Camarota, was instrumental in helping conceive, plan, design, execute, outfit, open and now operate the 7,154-sq.ft. Foxwoods Tree House Arcade, "This $5.5 million facility is one of the world's highest-grossing family entertainment centers, bar none," Seninsky said.

Crucial contributions also came from Dan Iversen, project architect with the Friedmutter Group, responsible for master planning and theme design. Overseeing construction was Raymond Marcotte of Bovis Lend Lease. Interior design was the province of Yates-Silverman Inc., a premier casino design services firm.

Located along a missive interior entertainment concoures within the Foxwoods Resort Casino, the Tree House Arcade features more than 150 games, numerous state-of-the-art simulators and attractions, a lavish redemption center, and a (man-made) tree and tree house at the entrance that establishes the wholesome family theme. All this is overseen by a staff of 30 Foxwoods professionals who work the prized counter, see to the guests' comfort and enhoyment, and keep games running smoothly.

Special attractions include a MaxFlight "FS 2000 Dual Simulator" with jet fighter and roller coaster simulations; Elaut/Skee Ball's "The Big One," an 8-ft giant crane machine; the TrioTech "Mad Wave Motion Theater" sitdown video ride simulator; and Sega's "Derby Owners Club," a big-screen video horse racing simulator.

Foxwoods amusements operatios manager (and director of Cinematropolis) Patrick Smalley praised Amusement Entertainment Management for its indispensable role in bringing the Tree House Arcade to life. "Frank Seninsky and the AEM team are a real treasure trove of information," said Smallet. "Their greatest strengths are the resources of creativity and experience that they bring to any project. This was evident from out first planning meeting. By looking at our challenge from a combined engineering and game-playing perspective, the AEM team was able to creatively rethink our perceived space 'problem' with two floors and turn it into an asset."

Tree House Arcade technical supervisor Michelle Grenier echoed the positive assessment of AEM. "Let me tell you, they know their stuff!" she exclaimed. "Their industry knowledge is so extensive and well grounded. For me, their biggest help was in advising where to put the games so they'll be the most attractive and facilitate the best traffic flow. There is always a new, impressive surprise to be discovered as visitors walk through our facility."

Speaking for AEM, Seninsky described the experience of working with Foxwoods executives, as well as the architects, designers and construction firm, as a model of cooperation, "AEM fit right into the team and I had a ball working with these guys," he said. "everything literally started to jell from our very first planning conference."

using data compiled from earnings results of those attractions in a wide variety of different real-life facilities in a variety of markets," Seninsky noted. "Using this sophisticated program, we know how to select the proper attractions for any facility based on floor space, number and proper mix of total machines, need for office space, egress and other factors. We planned the Tree House Arcade's mix of games and attractions to yield maximum benefits."

According to Smalley, AEM scored a home run in this department, too. "Our MaxFlight simulator generates up to $700 per day when school is out," he said with a smile. The Tree House Arcade typically awards at least 34,000 prizes per month, with several million tickets redeemed in an average month. Smally pointed out that the game mix has played a major role in attracting the desired family demographic to the facility, including many more parents.

"We are immensely proud of the role played by Amusement Entertainment Management in creating one of the world's truly great arcades," Seninsky summarized. "And we are thrilled with our ongoing association with Foxwoods, [which is] truly a class organization."