How Andretti Indoor Karting and Games is challenging every consumer’s fun quota The need for speed

By Michael J. Pallerino

The sounds. The sights. The adrenaline rush. The fact that no matter which direction you turn, there is something to see and do. Kart racing. Zip lining. Laser tag. Duck pin bowling. A rope obstacle course. The Hyperdeck, extreme virtual reality attraction. Yes, you are going to have to check that out. Step into the world of Andretti Indoor Karting and Games and you are entering a place for which fun is the No. 1 priority. Did we mention there are food and drinks for everyone, too.

Making memories is the theme behind every Andretti Indoor Karting and Games experience. Founded by John Andretti in Melbourne, Florida, in 1999, and named after the legendary racing family, the Andrettis, the all-out-fun facilities offer something for everyone, and more. Take its new location in The Colony, Texas, a sprawling fun park set across 100,000 square feet.

And if racing around a track trying to outdo your family or friends is not enough, try the virtual reality (VR) experiences, which include 360 degrees of strong wind machines, elevated projected heat mechanisms and a full-motion platform that lifts and lowers the players to correspond with the action of the story. Or how about Hologate Blitz, a new high flying motion simulator where you pilot a futuristic hover vehicles in a fast paced multiplayer race to the finish line! Commercial Construction & Renovation sat down with Mark Klinger, Director of Architecture, to get his take on why Andretti is the place to be and how the brand is gearing up for a fast-paced 2020.

Each project is a vision of the Andretti owners and operations to design not only for the concept, but also for the community that we establish a connection.

Give us a snapshot of Andretti Indoor Karting and Games brand? Based in Orlando, Florida, Andretti Indoor Karting and Games (www.andrettikarting. com) was established in 1999. It currently has four state-of-the-art entertainment and event destinations in Florida, Georgia and Texas. Two additional locations will be opening in 2020 in The Colony and Katy, Texas. Andretti has undergone exponential expansion over the last four years and will be debuting several more of their legendary entertainment centers across the United States in the near future.

The locations feature varying entertainment options all under one roof, including high-speed super-karts, multi-level tracks, a state-of-the-art arcade, cutting edge virtual reality attractions, challenging ropes obstacle courses, unique two-level laser tag arenas, boutique bowling and custom high-tech mini-golf.

Each location also offers a fresh, hand-crafted menu, a full bar and inhouse gourmet catering to over 10,000- plus square feet of event and meeting space. Our locations are frequently recognized as “No. 1 Birthday Party Venue,” “Best Family Entertainment Center” and “Top Event Destination.”

What type of consumer are you targeting? Soccer moms, families and 18-34 millennials with an interest in entertainment, technology and cutting-edge trends.

How does the design of your facilities cater to how consumers want to have fun today? The design of our facilities is based on what is in the market today, and areas of the market that tend to generate the most excitement for clients and, therefore generates the most revenue.

Is there a location that really shows how the brand interacts with the community and customers? One of your favorites? Our new location in Dallas will be the newest and grandest of our brands and certainly one of my favorite projects to date.

Walk us through how and why the facilities are designed the way they are? The Andretti footprint is large due to the complexity of the multilevel karting track design. Half of our building footprint is comprised of our track layout. The Andretti track is designed and installed by 360 Karting out of Europe and considered one of the largest tracks in the world. The remaining half of our footprint consists of multiple bars, restaurant, kitchen, bowling, a new concept of mini-golf, laser tag and arcade of multiple VR interactive attractions.

The facility design is complex due to the array of entertainment choices for our customers. The wayfinding and flow of all concepts is critical to our vision and facility design. From plan layout to finishes and signage; the Andretti buildings and design are key to our success.

We find new developments are a target for us, as it allows us the opportunity to get into a market with optimistic entertainment requirements.

Take us through your construction and design strategy. The Andretti construction and design department work with multiple architects, contractors and consultants. Each project is a vision of the Andretti owners and operations to design not only for the concept, but also for the community that we establish a connection within the demographics of the new sites. Each site has its own needs and characteristics that will determine the design, contractor and consultant team that is needed to complete a project. What’s the biggest issue today related to the construction side of the business? The largest issue in construction with the Andretti brand is the complexity of our building model. To be able to design and build a multi-use building takes thought, preparation, and a complete examination of the project design and costing. The difficulty in bringing the design and construction costs together in a way that the project is feasible requires much coordination with the contractors.

The issues of specifications and construction standards must be coordinated on a site per site basis to keep building costs at a minimum and stay within the Andretti brand and quality. Talk about sustainability. What are you doing? Sustainability is a constant conversation within Andretti and our consultants, not only with building specification and construction, but also within operations. We are constantly looking ahead to sustainable products and building type alternatives. Currently, Andretti is evaluating energy, and all our disposable products used in kitchen, dining and bars for the most up-to-date sustainable products. What do you see as some of your biggest opportunities moving ahead? We are looking at many sites within the US. I see opportunities throughout the United States as well as the Americas. Are you optimistic about what you see in the market today? Andretti is very optimistic about the market today as family entertainment will always sustain a need on all communities. It is the Andretti directive to modify our venue to meet the always changing game and attraction choices. Today’s consumer is looking for new and exciting. They are looking for an entertainment destination for all members of their family.

Why did you pick the locations you did for your sites? We choose our locations or course based on demographics. Demographics must be able to sustain the complex family entertainment facilities we are building. We select from locations that Andretti feels will benefit the most from the Andretti concept. Site size is another determinant which is a constant consideration in site locations. We find new developments are a target for us, as it allows us the opportunity to get into a market with optimistic entertainment requirements.

What is your growth plan? What areas are you targeting? Our growth is scheduled, beginning in 2020 to open three to four locations per year.

What trends are you seeing? Trends in the family entertainment industry is certainly to stay on top of gaming types such as virtual reality (VR) trends. This includes changing games on a consistent basis.

What is today’s consumer looking for? Today’s consumer is looking for new and exciting. They are looking for an entertainment destination for all members of their family. It is important for Andretti to cater to all family types and age groups.

What’s the biggest item on your to-do list right now? The largest item on my to-do-list today is getting two new facilities open at the same time. Construction, vendor installation and employee training are the challenge of today.

Describe a typical day. Eighty-percent of my time these weeks consists of traveling to multiple sites under construction. I also have multiple sites under early development and a couple sites in design.

Tell us what makes the Andretti brand so unique? We are unique due to the diversity of unique attractions and diverse choices of gaming, food and drink within the facilities.

One-on-one with...

Mark Klinger Director of Architecture, Andretti Indoor Karting & Games

What’s the most rewarding part of your job? It is being a part of a company that is growing and has the intent on creating the most rewarding atmosphere for our clients. The change to design and construct projects that are above and beyond the guys next door is an opportunity that most would want in their careers.

What was the best advice you ever received? “The show starts on the sidewalk.”

What’s the best thing a client ever said to you? “Your projects have a quality that bring ‘life’ to a brand.” Name the three strongest traits any leader should have. Honesty, as it is the integrity of the basis of trust and building relationships. Accountability, as it is the basis of holding my standards to the upmost respected. And being a good communicator is the glue that keeps everyone working together from project to project, beginning to end.

How do you like to spend your down time? I spend my personal time with my family and travel. I depend on travel to develop my ideas for projects, both design and client interaction.