June 2025
by Sr. Principal Jack Muffoletto
In the ever-shifting world of entertainment design, there is a pendulum that is always swinging for the customer and for the operator. The industry seems to be in a constant state of flux—balancing the competing demands of value, convenience, and elevating the customer experience. As we look toward the future, there is an essential question that we must all ask: What defines true entertainment in an age where options seem limitless?
Lately, businesses are focused on human-less transactional touchpoints—making it easy for customers to self-pay and complete their purchases. The pandemic and labor concerns combined with the arrival of new digital technologies helped to influence this. However, many consumers are seeking more than just the simplest path to completing a task. They crave attention, personal touches, and a memorable experience.
While digital convenience remains essential, there’s a growing realization that the human element and the design environment still have great value. Customers today are willing to pay a premium for special experiences—something that makes them feel noticed and cared for whether it’s service at your seat or the modern, luxurious finishes that elevate the customer experience.
The true challenge is in balancing the design experience with convenience. In an era of endless options and instant gratification, businesses must create spaces that not only please customers but also make them feel valued. Convenience is key, but so is the hospitality that makes someone feel at home. This means revising designs to include comfortable seating, ample amenities, and spaces where people want to spend time—not just pass through.
Technology can help streamline operations, but it must never overshadow the human touch. Think about it: no matter how sophisticated the technology, there’s no substitute for a welcoming smile, a prompt response, or the consistency of a trusted brand.
And, in this landscape, your brand’s mission must evolve!
You can differentiate through your products and services, emphasizing operational excellence and messaging the experience, or take it a step further by embedding your brand directly into the design of the facility. The choice is yours, but one thing is certain: consumers are looking for more than just a product; they’re looking for a story they want to be a part of.
It’s easy to get enamored with the idea of waiting for the “perfect” moment to act on development. It seems the economy is bending toward being more stabilized. Pro-business, the vision of lower interest rates and global factors becoming more stable, the opportunity to invest, innovate, and pivot quickly is now. So why wait for an ideal scenario when the demand for new experiences is more pressing than ever?
New concepts, new designs, and fresh takes are necessary. The days of casual, cookie-cutter experiences are over. Today’s consumers are choosy and willing to pay more for a distinctive experience that feels fresh, exciting, and tailored to their needs. Operators who are willing to refresh their brands, adapt to changing customer preferences, and innovate quickly will rise to the top.
In entertainment architecture and as boundaries blur between Cinemas, Family Entertainment Centers, and Food & Beverage choices, operators are faced with the challenge of reinventing their brand. Modern ambiance, flexible floor plans that accommodate different group sizes, multiple service offerings under one roof, and the seamless integration of technology will be the winning formula for the future.
A Call to Action: Reinvent and Advance
The entertainment industry is in a transformative phase. As we emerge from the shadows of the pandemic and economic uncertainty, the businesses that thrive will be those that embrace reinvention and are unafraid to evolve. It’s about moving past the “sameness” of the past and creating new, personalized, and memorable experiences that leave a lasting impact.
The choice is yours. The future is waiting—let’s shape it together.
Sr. Principal Jack Muffoletto
