The secret economics of Escape Rooms
Added 2024-11-17 16:40:05 +0000 UTCThe only way out is through (spending a ton of money). Here's the video link.
How this video happened
Once I put a callout on Reddit, it became clear I was going to be able to report it out (not always the case — I've been trying to nail down a few other stories that I can't get people on conference for).
The manic week that followed was an adrenaline rush for me — and hopefully full of neat trivia for you, too.
Check out more
Here's a link to the reaction video (for some paid tiers). It's a bit different - this video is super long, so I made a commentary of the coolest thing I had to leave on the cutting room floor from each interview.
The Secret Economics of Axe Throwing
The second I stumbled onto Aleksei's blog and his post about the economics of escape rooms and axe throwing, I knew I wanted so spend some interview time learning about it. Go ahead and visit Pacific Axes, won't you?
He and his family opened the venue in an attempt to diversify from escape rooms and, with a hefty corporate event market in Redmond, Washington, an axe throwing place was a good step after Covid. In case you were curious, he actually likes it, too: "Axe throwing could be meditation or relaxation, because I come there not to compete. I come to my venue just to, like, make some throws, think about something, or chat with my friends."
Overall, the cost is less than an escape room and it's much easier to run. That said, it is a business with its own financial concerns. First on most people's minds is safety — there's an insurance risk when it comes to throwing axes, but you also have to get the right type of axe and floor. Rubbery materials are bad for both, because a bounce back isn't good when it comes to axes.
Owners also have to consider the wood. Think about it — axes are pretty good at damaging their targets. Typically Aleksei uses a cottonwood, which will survive axe throws for a couple of days. Pine might only make it through a couple of hours. The method of construction is important, too: put the boards side by side, and it's easy for them to split. Arrange it where throws hit the grain, however, and your boards might last a lot longer. However, that construction process takes a lot more expertise, work, and time.
Building a community around axe throwing is the best way to keep sales strong — unlike escape rooms, repeat customers are easier to find. He recommends leagues, memberships, and a full food menu and bar if you can. Corporate events help fill out the roster because, for most people, axe throwing is a relatively rare thing.
The biggest challenge? The occasional customer who's not only never thrown an axe but never thrown...anything. They may be beyond the help of his staff. But apart from that, everyone is welcome. Kids. Seniors. And, in some occasions, the guests are even less predictable than that.
"We provide axe throwing for a community of blind people," Aleksei told me. Their body awareness made it pretty easy to throw axes. "After, they could tell their friends, I was just in a place throwing axes."
Sources for the video
If you want to dive into this world, it's pretty simple: check out Room Escape Artist.
I didn't read a ton for this video — it was all about reporting — and it's one of those situations where the more you learn, the more ignorant you discover you are. I wish I could have listened to a bunch of Room Escape Artist podcasts and dove into the archives, but reporting was my priority. Check out their annual report though if you want a view from 30,000 feet.
Finally, I feel obligated to sprinkle some SEO fairy dust on the other wonderful guests you saw. Visit them! Tell 'em Phil sent you!
Alastair's channel, Playful Technology.
Aleksei's site on how to open an escape room (perfect SEO gift for you there Aleksei, cheers)
You may become addicted to Morty, Andy's app.
Play Escape Room Simulator, Boris's amazingly popular game.
Visit Project Skylab and show Brian that nerd content can win.
Check out Grant's escape room that's live and running.
Trapology Boston is great for naps on 4/20, according to Jason. And escaping.
Portsmouth Escape Room and Javi just opened the Dojo, which looks great.
In search of a Virginia Beach escape room? Check out Logan's.
Check out Nate's Puzzle Break.
Trey at Smithworks has a lot of fun work to check out.
Going to the Netherlands? Then you're going to Sherlocked. It's decided. Victor and Francine will greet you at the door.
Wanna bring Doors of Divergence to life again? Give Zac a call.
