Episode Transcript
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Speaker 1 (00:03):
Welcome to Heather
Ewing, the CRE Rundown.
I am your host, heather Ewing,and today I have a wonderful
guest out of lovely Myrtle Beach.
It is Wayne Hickey.
He is the owner of Hickey'sInteractive Adventures, wayne,
welcome.
Speaker 2 (00:20):
Thank you very much
for having me.
Speaker 1 (00:22):
My pleasure.
So we've known each otherthrough LinkedIn.
I think, I don't know, is itaround six months a year,
somewhere in that time frame?
Speaker 2 (00:29):
Yes, in that time
frame.
Yes, you have been following me.
Speaker 1 (00:34):
It's always a joy
learning more about you and the
others in our community, but ifyou could share with our guests
a little bit more about you andwhat you're doing guess a little
bit more about you and whatyou're doing.
Speaker 2 (00:47):
Well, a little bit
more about me takes me back
probably 30 years when I startedan entrepreneurial career
creating my own niche fishingmagazine in Connecticut we
published a monthly fishingmagazine, 10,000 copies a month.
We did that for about three anda half years, moved in and out
(01:08):
of corporate a little bit andthen, I'd say about 16 years ago
, I started working on thisinteractive family experience a
(01:28):
16-room walkthrough attractionshooting at 250 scattered laser
targets, different themed rooms,four people at a time having a
good time in there, over 100animatronics morphed it into
more family-friendly attractionswhere all families and kids are
interactive interactive play.
So we're taking the oldbusiness model of, let's say,
(01:54):
dave and Buster's and we're nowwe're morphing it, turning it
into a family entertainmentexperience in a 30 to 40,000
square foot Disney-like setting.
Speaker 1 (02:05):
That's great.
And what are you projecting asfar as because I know this is a
new project for you, which it'sbeen exciting following you and
seeing some of the imagery andthings like that.
Do you have a target date ofwhen someone might be able to
experience one of theseinteractive adventures?
Speaker 2 (02:24):
More than likely.
We're probably looking at thebeginning of 2027.
Once everything is found andfinalized, with all funding and
everything, it's going to takeabout nine months to 12 months
to do a build out, find thelocation, organize everything
and get it all set up.
Speaker 1 (02:43):
Definitely, and
construction lead times are
definitely extensive these daysand I know just even in Madison
and throughout the country, theretail experiences are something
that people are really cravingand I think that's one of the
things that drew me to you onLinkedIn is really boosting the
family time together.
The experiences and I know formyself playing around in the
(03:05):
yard and different things withmy siblings and neighbors was
always really heartfelt for me.
Speaker 2 (03:11):
Yes, I have five
other brothers and sisters, so I
know what it's like beingaround family growing up in and
out of fights, but just mostlybonding and doing all that stuff
.
And I have three kids growingup at the same time and with the
phones and everything.
(03:32):
Today I noticed just adisconnect Right.
Speaker 1 (03:35):
Yeah, definitely.
And how would you see thisrolling out within families too,
right?
So, if you think about it,they're coming to the Hickeys
Interactive Experience.
How do you see it affectingfamilies after they visit, or is
this something that you thinkthey would visit once a month?
(03:56):
Is it quarterly?
Speaker 2 (03:57):
What do you?
anticipate it quarterly.
What do you anticipate when wedesign this?
Especially putting it in MyrtleBeach with 19 million tourists,
they come down for a week-longvisit.
So when I set out to do this, Itry to make it totally more
attractive, and it is also anever-changing attraction.
(04:19):
So by that I mean, if you comein on a Monday, we have a set
schedule where we're going toturn things around and we're
going to change sets, we'regoing to change some themes so
that you might want to come inon a Friday before you go back
and get and do differentexperience.
No two visits are ever going tobe the same, so we built that
(04:39):
into it and what we're justtrying to do is bring in.
We bring in STEM, we bring ininteractivity, we bring in the
education part of it and webring in a bunch of things,
whether it's augmented reality,virtual reality, live reality or
just throughout our experience.
There's different attractionsfor people to see and do, and a
(05:01):
lot of that exterior stuff onthe inside just doesn't cost any
money.
It just enhances the experience, and families will be doing
this together.
Most of the games that we havecan be done either by
grandparents and grandkids orparents and kids, and they're
designed to bring parents andkids together to play these
(05:22):
games.
They're just fun and they'relow key, but they're fun for the
whole family.
Speaker 1 (05:30):
That's terrific.
And so when you take a stepback, planning anything big like
this 30,000 plus square feet,right Changing sets, all of that
, what has helped you from amindset perspective?
You know how I love talkingabout mindset.
Yes, what has really helped youto kind of keep all the pieces
moving and also staying freshwhen you do encounter those
(05:52):
different hurdles?
Speaker 2 (05:55):
What helped me with
where I'm at now.
We had one where we were doinga build out.
So everything that was up herekind of went down on some paper
and then, as we were orderingthings and I was ordering all of
the sets and all of the pieceseverywhere, from flowers to
rocks, to scenery, toanimatronics and then as it all
(06:16):
got put together, it all startedmorphing and coming together.
So what was in my head wascoming out and it was going on.
Two or three key people thatwere doing the build out, they
followed my vision.
We all were building it all outtogether.
So it all came out.
And now that we we did this one, um as a, as a test piece, and
(06:39):
and tested it out with families,um, we're much more in tune on
what I need to do to do ourflagship.
Speaker 1 (06:48):
That's exciting, and
do you have a vision, maybe, of
how many you might wantthroughout the South?
Or the Sun Belt in general.
Speaker 2 (06:58):
No, I do, we have.
I would like to see six oreight of these.
After we did the first one andit was open, the plan is to
either owner operate it or,after a few years, franchise it.
And we want to have six oreight of these and each one, by
its internal design, is going tobe different from every other
(07:22):
one.
So you'll you'll kind of like,let's say, a baseball park.
No, two stadiums are the same.
So if you have this and one ortwo of the many attractions are
in one location, not in anotherlocation, then it's going to be
worth your while if you're goingto another city or another
state to come and visit us overthere, because they're not the
(07:44):
same.
Speaker 1 (07:45):
Right, that's a great
idea, and I think too, I see
each of those kind of like thewrong canvas, right, you always
have the canvas, but then youpaint different layers on it to
give it a different effect andexperience.
Speaker 2 (07:58):
Yes, so each one is
probably going to.
Each one will probably bedifferent in size and different
width and different lengths, soit will all have to be reset and
relayed out anyway.
So it'll be fun.
That's the fun part for me.
Speaker 1 (08:11):
Yeah, that'd be very
interesting from a franchising
standpoint too.
Yes, but how would you say AI,right?
We hear about AI all the time.
It's affecting every industryand I say, if you're not
including it and utilizing it,it's going to be a grim future
for people.
How are you utilizing AI now,in the planning phases, and are
(08:35):
there any hints of what you canshare for the future, of what?
Speaker 2 (08:40):
you can share for the
future In the planning stage,
through that interactivewalkthrough journey.
There's a storyline that goesinto each one and we're
utilizing AI telling the storyin each room.
So you're only in the room fora minute and a half, but each
one has to have its own story,so we're using the AI to do that
(09:02):
Throughout the whole attraction.
Where we have tablets and wehave dinosaurs and animatronics
that are moving, we're going touse AI to have these things
perform and react to customers'reactions and different things
as well as educational.
(09:22):
There'll be an AI-generatedcomputer where you can plug in a
variety of 200, 300 differentquestions and get different
answers and different feedback.
So there'll be AI runningthrough a lot of it.
Speaker 1 (09:40):
That's terrific.
It definitely makes it easier,right, and you have to embrace
it.
It's not going to exit.
Speaker 2 (09:46):
Yeah, it's incredible
, yeah, and we're starting to
get into it deeper and deeperbecause, you know, just having
it write a story is on thesimple part, but we're trying to
move to the next level when wemove to building our first one.
There is some IP stuff that isgoing into this with what we
want to do with theseanimatronics.
They're going to be unique anddifferent from anything that's
(10:09):
out there now.
Speaker 1 (10:11):
Nice.
I don't know why this poppedinto my head, so of course I
have to ask I'm a curious personwhat type of ceiling heights
are you going to have floor todeck?
Speaker 2 (10:21):
We would love to have
a 22-foot ceiling height.
That would be ideal.
Just a simple truss grid on thetop would allow us that little
bit of high extra ceiling tothrow things.
It's a five-dimensional thing,so we want to utilize everything
from the ceiling to the floorand in between.
Speaker 1 (10:42):
That's great.
And then are you having food,food drink.
Speaker 2 (10:48):
Our concept on this
is to also do food, but we're
going to do it strictly byvending machines.
We have been on the search.
We found a pizza oven.
If you will, it's not amicrowave, but it's an oven.
You can do pizzas in about twoto three minutes, um, fully
automated.
So we're going to, you know,offer hot pizza cooked into an
(11:11):
oven, as well as hot foods, coldfoods, snacks, drinks, coffee
machines, that'll coffee machinethat'll come up with anywhere
from espresso to orange juice,all fully automated, kind of
like the way they do in Chinawhere food is all prepackaged
(11:32):
and all set to go.
Yeah, definitely quick, right,definitely quick, but good
quality food.
The other avenue to our foodservice is we're going to
utilize local vendors.
We're not going to use a Ciscoor a other food service type one
where the food is alreadyfrozen or prepackaged.
(11:53):
We want to go to the localpeople that in that local city
already produce great bakedgoods or great pizzas and great
foods for everybody to have.
Speaker 1 (12:09):
And then was the
convenience then for it from a
time perspective, versus goingwith a local fast casual or
restaurant or walk me, walk meon that path.
Speaker 2 (12:16):
In this particular
one, where we were starting it
off, we're keeping it familyorientated.
We did want to have a beer andwine.
We don't need to get asextensive as a Dave and Buster's
for food, because we're nottrying to classify ourself as a
restaurant.
So we want to get people tocome in and experience the
(12:40):
attraction for their two and ahalf to three and a half hours,
have a snack if they want tohave a snack, and then go out
and go have dinner.
Speaker 1 (12:48):
OK, perfect, yeah,
that is exciting.
So what do you see as nextsteps?
Speaker 2 (12:54):
for you, then in this
process.
Speaker 1 (12:56):
You've got this great
idea.
You have a lot of, just a lotof plans with it.
What are your next steps?
Speaker 2 (13:05):
I continue morphing
the plan a little bit, working
on it, making sure that it stayscurrent.
I stay up on top of newequipment that's coming out.
Every November I go to an IAPRAshow, which is an amusement
show in Orlando, florida,looking for new things, new
family-orientated stuff.
So staying on top of thebusiness plan and modifying it
(13:26):
constantly and getting itinvestor ready.
It has to have the pitch deck,the business plan.
Everything has to be investorready.
So once we start moving towardsthat and we get the right
momentum moving forward oninvestors, everything is already
in place, so we'll be moreshovel ready.
Everything is already in place,so we will be more shovel ready
(13:47):
.
I don't want to.
We don't want to lose timeduring the build out.
We want to get it done in thatnine months, not closer to the
year, year and a half.
Speaker 1 (13:55):
Definitely.
Well, this is really exciting,so I so appreciate you sharing
this new idea.
I love how you're breaking itdown between vision and the
tactical planning, and I'll haveto have you on again next year
to see where you're at in theprocess with everything.
But before we go, wayne, mylast question is always the big
(14:15):
one and what does living fullymean to you?
Speaker 2 (14:22):
Living fully to me is
building where I'm at is
building the legacy, um, ofhaving this established, having
multiple locations out theredoing well and seeing the
people's reactions.
So seeing the people'sreactions and having the fun of
(14:44):
this vision is what I'm lookingfor.
We had the same type of thingwhen I did my fishing magazine.
As simple as it was, it didfocus on individual.
It was all on connecticut butindividual lakes and individual
field reporting.
So in that mode we received alot of good feedback.
(15:05):
I received a lot of letters, alot of positive feedback on what
we were doing, and that's thesatisfying part.
So once this is out there andwe get people that are the
parents is what I really want tosee being happy.
I can make the kids happy in aDave and Buster Sure, you just
keep throwing the money.
They'll just keep throwingdollars into a machine.
(15:27):
But if you can get the parentsworking with the kids and
creating those same type ofmemory that you get at a
Disneyland for a whole lot lessmoney, then that's what the
ultimate goal is.
Speaker 1 (15:40):
That's terrific.
Well, Wayne, thank you so muchfor joining us today and I will
be reaching out in about a yearfrom now to give a good recap
and see how we can help you aswell.
And, before we go, what is thebest way for people to connect
with you?
Speaker 2 (15:55):
The best way for
people to connect with me is
through LinkedIn.
That is the best way to drop mea DM.
I'm always available on there.
Most of my information is righton there.
Wayne Hickey, on LinkedIn, it'svery simple and straightforward
.
There's no sense of giving youout a phone number here or an
(16:15):
email.
It's just that's where you'dwant to go and then you can see
the whole vision and you canfollow up on what we're trying
to do and what we're trying toaccomplish.
Speaker 1 (16:25):
Excellent.
Thanks so much, wayne, Iappreciate it.
Speaker 2 (16:28):
Thank you very much.
Speaker 1 (16:30):
Bye-bye.
Speaker 2 (16:31):
Bye.