A deep understanding of the escape room industry comes from a blend of passion and hands-on experience. Trevor Kaak, the founder of Atlas Unchained Business Development, embodies this unique combination. His journey from a bank teller to a pivotal figure in a multi-location escape room business, and now a marketing agency owner, offers a wealth of knowledge for aspiring and established escape room entrepreneurs. In a recent conversation, Trevor shared his insights on what it takes to succeed in this dynamic industry.

Growth Through Action

Trevor’s entry into the world of escape rooms was serendipitous. While working at a bank, he met the owner of an escape room who happened to be a client. Intrigued by the burgeoning industry and armed with a budding interest in web development and marketing, Trevor saw an opportunity to learn and grow. This chance meeting led to him joining the escape room business, which at the time was a novel concept with few competitors.

His involvement grew from helping with a single location to expanding the business to six locations nationwide, from Orange County to New York. This experience provided him with a comprehensive understanding of the industry, from the ground up. He was not just an employee; he was instrumental in building and scaling the business, learning the fundamentals of marketing and business development that would later become the foundation of his own company, Atlas Unchained.

The Power of Player Experience

“I think the experience itself comes down to a lot of the marketing. And that’s not just the room, but that’s from when they walk in the door to when they see your location, the branding, the presentation, the staff.”

According to Trevor, one of the most critical, yet often overlooked, aspects of marketing an escape room is the overall customer experience. This goes far beyond the puzzles themselves. It begins the moment a potential customer visits your website and continues through their entire journey, from booking to the moment they walk out the door. A polished, professional website is the first touchpoint and sets the expectation for the quality of the experience to come.

Reviews are the lifeblood of the escape room industry, and a stellar experience is the engine that drives positive feedback on platforms like Yelp and Google. Trevor emphasizes that every detail matters: the branding, the presentation, the cleanliness of the facility, and the enthusiasm of the staff. A seamless and immersive experience from start to finish is what turns a one-time player into a repeat customer and a vocal advocate for your business.

The Power of Three

For many escape room owners, who are often passionate creators and puzzle masters, marketing can be an afterthought. Trevor highlights several key strategies that can make a significant impact:

• Local Community Engagement: Trevor stresses the importance of being active in the local community. Engaging with local Chambers of Commerce and networking groups can open doors to new opportunities and build valuable relationships. Hosting networking events at your location can be a low-cost way to introduce your business to a new audience.
• The Corporate Goldmine: A significant and often underutilized market for escape rooms is corporate team-building events. These events can fill your rooms on typically slower weekdays and provide a substantial revenue stream. Trevor suggests that a targeted email outreach to local businesses can be a highly effective strategy.
• The Power of Email: Don’t underestimate the value of your email list. Regular communication with past players, offering discounts for weekdays or promoting new rooms, can drive repeat business and keep your brand top-of-mind.

The Evolving Role of Technology

The escape room industry has come a long way from simple lock and key puzzles. Technology now plays a significant role in creating more immersive and dynamic experiences. Trevor has seen this evolution firsthand, from building custom apps with image recognition to working with Arduinos and kinetic touch sensors.

While he acknowledges the “wow” factor that technology can bring, he also believes in the satisfying, tactile feel of a physical lock and key. The key is to find a balance and use technology to enhance the experience, not just for the sake of it. Looking to the future, Trevor anticipates more integration of technologies like virtual and augmented reality, which could offer new and exciting possibilities for gameplay.

Words of Wisdom for Escape Room Owners

“You can’t be sitting twiddling your thumbs waiting for the bookings to come in, because there’s things that you can be doing. You can be learning and improving even in the downtime. So just stay active, keep out there, and do the fundamentals right.”

For those new to the escape room business, Trevor offers this advice: focus on the core product—the experience. Before pouring money into advertising, ensure that your rooms are top-notch and that your customer service is exceptional. A solid foundation of positive reviews and word-of-mouth will be your most powerful marketing tool.

He also encourages owners to think beyond the rooms themselves. Diversifying revenue streams through merchandise or by creating a more comprehensive entertainment experience with an arcade or food and beverage options can lead to greater stability and growth.

Trevor Kaak’s journey and insights provide a valuable roadmap for anyone looking to navigate the exciting and challenging world of escape rooms. By focusing on the customer experience, embracing smart marketing strategies, and thoughtfully integrating technology, escape room owners can build a business that not only survives but thrives.

Trevor can be found empowering small businesses at Atlas Unchained.