The ROLLER team was excited to attend our second Amusement 360 event of the year this September, and it was every bit as inspiring and energizing as the May expo. Hosted once again by Creative Works, the three-day event was packed with practical sessions, thought-provoking conversations, and plenty of fun in true Amusement 360 fashion.
This time, the theme was HERO: a powerful reminder for operators to be the heroes of their venues, their teams, and their communities. From candid operator interviews to big-picture strategy talks (plus a few dance breaks to keep the energy flowing), September’s Amusement 360 gave attendees both tools and motivation to take back to their businesses.
Here are some of the highlights and key takeaways.
Spotlight on the ROLLER panel
One of our favorite moments was hosting a panel focused on how operators can get the most out of their software. The conversation emphasized that technology isn’t about replacing staff, it’s about removing friction so teams can focus on what people do best: delivering memorable guest experiences.
Key practical takeaways from the panel included:
- Optimize online bookings by making your online checkout quick and intuitive so guests don’t experience decision fatigue.
- Create packages around what your guests already love most.
- Keep your website simple and clear; pricing should be easy to find, and bilingual when needed.
- Streamline the checkout and payment process to make it seamless.
- Use your data: capture it meaningfully (through self service kiosks, waivers, surveys) and then apply it for marketing, birthdays, and promotions.
- Stay connected with your software provider and refresh regularly; small, 1% improvements each day add up over time.
Our own Danica Craig also shared how important it is for operators to stay curious: keep exploring new features and opportunities to optimize your platform, even when day-to-day demands are busy.
Standout sessions
Amusement 360 in September brought together an incredible mix of speakers, each offering a unique perspective on how to grow stronger businesses and more connected communities. Here are a few highlights that really stood out:
- Embrace This Mindset to Overcome Any Business Challenge: Danny and Michelle Gruening kicked things off with their session that encouraged operators to think with a growth mindset, take small steps forward, and lean on the support of their peers when challenges arise.
- Is Now the Time to Grow Your Brand? In this session, Jerry Merola explained why today’s retail closures and easing interest rates are creating opportunities for expansion, and why automation and guest-focused innovation will drive the next wave of growth.
- Future-Proofing Your Venue: Kevin Williams looked to the future in his talk that explored trends like competitive socializing, retro arcade nostalgia, extended reality (XR), and gamified mini-attractions.
- From Day One to All-Star: Genevieve Sullivan from Trainertainment highlighted the importance of strong onboarding programs, showing how effective training helps reduce turnover and empowers staff to succeed.
- Operator interviews: David and Laura Zorn, owners of Bravoz, and Nic Parks from Level Up Entertainment, shared personal stories about building their businesses, adapting with new technology, and always keeping guest experience at the center.
- Silence Kills: Communication Tactics: The conference wrapped with a keynote from Scott Harvey, a former hostage negotiator, who reminded everyone that tone and body language often speak louder than words, and that sometimes the best thing a leader can do is simply listen.
Key trends and takeaways
Across these amazing sessions, interviews, and discussions, a few clear themes emerged:
- Experiences over products: Consumer behavior continues to shift, especially among millennials, who now overwhelmingly prefer to spend on experiences instead of things. For operators, this means doubling down on creating social, shareable moments that guests will want to relive and post about online.
- The rise of competitive socializing: From boutique bowling and tech-enabled mini-golf to sportainment concepts like golf lounges and batting cages 2.0, social play is on the rise. These experiences attract new audiences, and encourage guests to stay longer and come back more often.
- Automation and efficiency: With labor challenges affecting the entire industry, automation has become essential. Whether it’s robots helping with food delivery, smarter systems for managing bookings, or technology that eliminates repetitive tasks, automation is key to keeping operations efficient without compromising the guest experience.
- Retail shifts create opportunity: With a record number of retail closures this year (more than double 2024), prime real estate is becoming available at lower costs. For operators ready to expand, this opens the door to securing locations that may have once been out of reach.
- Seasonal passes beat annual passes: Many operators reported that seasonal passes are proving more effective than annual memberships. They’re easier for staff to upsell, simpler for guests to commit to, and less prone to issues with declined or expired credit cards.
- Staff retention is critical: From Genevieve Sullivan’s onboarding session to countless operator stories, one message was clear: investing in your team pays off. Clear training programs, defined roles, and giving staff the right tools helps reduce turnover and ensures they can deliver consistent, positive guest experiences.
Looking ahead
September’s Amusement 360 reminded us once again why this event is such a favorite. It’s the perfect mix of real stories from operators, fresh ideas for the future, and just the right amount of fun to keep the energy high.
From growth mindset to growth strategies, the message was clear: now is the time to lean in, invest, and become the hero your venue, your staff, and your community needs.
We left feeling inspired, energized, and ready to put what we learned into action.
Ready to chat with ROLLER?
If you didn’t catch us at IATP 2025, you can still learn more about how ROLLER can help you save time, increase revenue and delight guests. Book a demo to see how we can help your venue thrive.
