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Key Result #1 75% of birthday parties now booked online, up from 30%, significantly reduced admin overhead and turned party bookings into a 24/7 sales channel. |
Key Result #2 Integrated go-kart track timing and capacity management has minimized manual errors and reduced scheduling conflicts. |
Key Result #3 Seamless integration with their go-kart timing system, allowing for accurate race scheduling and waiver compliance. |
Amp Up Action Park is a thrilling family entertainment center (FEC) that opened its doors in 2017 in St. Louis, Missouri. Amp Up is the ultimate adventure destination offering go-karting, laser tag, axe throwing, over 50 arcade games, a bar and concession stand, and plenty more across their 50,000 sq ft facility. Brian Link, Co-Founder & Managing Partner at Amp Up, is no stranger to the attractions industry, having been a part of the Sky Zone franchise since 2013.
The challenge: A system that couldn't scale
Amp Up was looking for ways to reduce friction for guests, move people through the door more efficiently, and improve overall guest satisfaction. “We needed a more robust solution, and I was familiar with ROLLER through Sky Zone, who was already using the platform. I know ROLLER prides itself on requiring as few keystrokes as possible to get a guest from start to finish, and I was really impressed with that,” said Brian.
Amp Up’s original software provider was more focused on single-attraction venues and lacked the agility to support Amp Up’s evolving needs as they added different attractions to their offering. Their operations required:
- A seamless way to manage multiple activities and time slots
- An integrated track timing solution critical for their go-karting experience
- A guest-facing checkout process that minimized friction and improved throughput
- Accurate capacity management and scheduling for complex party bookings
I was seeing a lot of time spent at the front desk just checking people in. It was essential to find a platform that reduced keystrokes and improved the speed and ease of the guest journey.
Brian Link
Co-Founder & Managing Partner
The solution: A cloud-based, mobile-first platform
Having used ROLLER in Sky Zone locations, Brian was already familiar with the platform’s power and interface. But what made the switch inevitable was ROLLER’s investment in innovation and flexibility—especially its hybrid solution that allowed integration with track timing software.
Key capabilities that made the difference:
- Mobile-first online checkout: Increased conversion and reduced front desk bottlenecks
- Integrated scheduling and capacity management: Reduced manual double-bookings and increased operational accuracy
- Intelligent online party booking: Self-serve functionality that aligned with staff scheduling and kitchen operations
“The ability to pick and choose operating hours, block out capacity for full venue buyouts, and offer smooth online bookings was a game changer,” said Brian. “It wasn’t just about tech, it was about how that tech supported smarter decisions and guest satisfaction.”
Stress-free capacity management with integrated karting features
When looking for a venue management tool, Brian said it was crucial the solution had everything he needed in one platform. Brian explained, “I liked the advanced interface and the family entertainment center technology. And it was crucial the system I chose had an integrated track-timing solution.” ROLLER’s industry-leading solution integrates with other critical FEC tech, such as Intercard for cashless game cards which Amp Up utilizes to eliminate the uncertainty of running incompatible systems, reduce manual admin, and better manage the entire venue.
Go-kart tracks are a big part of Amp Up’s business - accounting for over half of their indoor square footage. “The karting features were critical - it had to be part of the one system to ensure guests have waivers attached and to make sure we’re not overbooking race times,” Brain stated.
75% of birthday parties now booked online
ROLLER’s flexible online checkout has allowed Amp Up to shift a significant portion of their birthday party sales and both single and combination attractions online. This shift has made capacity management a breeze and freed up venue staff to spend more time on high-value guest interactions and less time on the phone answering questions. “Booking birthday parties online with ROLLER is a seamless process. There’s no reason for us to walk through it on the phone; the guest can do it all online in their own time.” ROLLER’s intuitive interface gives guests confidence to complete their bookings online, and the modern technology is in line with the standard guests now come to expect from any online experience.
Booking birthday parties online with ROLLER is a seamless process. There’s no reason for us to walk through it on the phone; the guest can do it all online in their own time.
Brian Link
Co-Founder & Managing Partner
Ease of use made for a smooth transition
“I've been very impressed, delighted actually, with the online booking process. The mobile-first technology makes everything very easy, which wasn’t the case with how we used our previous system. We are confident that guests will be put into the right spot on the right track (making sure that a 12-year-old isn’t getting booked into an adult race). It’s such an easy, straightforward solution for our guests. At Amp Up we have increased our online booking by over 75% since moving over to ROLLER,” Brian stated.
At Amp Up we have increased our online booking by over 75% since moving over to ROLLER.
Brian Link
Co-Founder & Managing Partner
With a team of over 50 Amp Up employees, it’s crucial the platform is not only easy for guests to use but for staff too. Brian explained that ROLLER’s web-based point-of-sale (POS) software is straightforward, easy to learn, and easy to teach others. This means more staff are trained on the system, leading to improved checkout speeds and more seamless transactions for guests.
We continue to be impressed with ROLLER's dedication and continual development into both the online booking marketplace and both guest and operator efficiency.
Brian Link
Co-Founder & Managing Partner
To learn more about how ROLLER can help you improve your business, guest experience, and employee experience, click here to schedule a demo today.
