Give Them the Keys: How My Staff (Not Me) Built the Best Events at Planet Novak

Planet Novak's Who You Gonna Claw ad

If you’ve read my columns in RePlay, you know I’m a big believer in strategy, analytics, and equipment. But when it came to my own shop—Planet Novak in the Spotsylvania Towne Centre—I realized that the most valuable asset I have isn't the machines; it’s the four guys running them.

Clint, James, Andrew, John, Justin

I have very little to do with the day-to-day operations at Planet Novak. My business partner Nate and I made a conscious choice to empower our team—Justin (our Director of Ops), Andrew, John, and James. I told them to find ways to make the space more than just a place to win a plushie, and they’ve absolutely run with it.

Here’s how they turned a few Sundays in Fredericksburg into "must-see" events.

1. The Charity Hook: "Who You Gonna Claw?"

On February 15th, the team coordinated with the Ghostbusters of Virginia. This wasn't just a flyer in the window; they worked with the mall to bring the full experience right to our storefront.

They had the Ecto-1, a massive inflatable Stay Puft Marshmallow Man, and movie-accurate props. It was a total win-win:

• The Community Win: It was free for families to see the cars and props, and the Ghostbusters raised money for Make-A-Wish Virginia.

• The Store Win: We saw a significant revenue jump compared to a typical Sunday. People came dressed as their favorite characters and stayed to play.

2. The Cookie Pivot: From Peddling to Prizing

This past Sunday, the team invited a local Girl Scout troop to set up inside the store. We gave them a 7-hour window to sell, which drove steady foot traffic.

But Justin and the guys didn’t stop at just hosting. They decided to merge the "product" with the "play." They bought a combo case of cookies and are currently prepping a Cut to Win style game where the prize is a box of every single flavor they sell. It’s a simple, seasonal tie-in that turns a standard transaction into a high-stakes challenge.

Girl Scouts set up to sell cookies

The "Secret Sauce" Isn't Secret

If you look at our 50+ five-star reviews, about 90% of them mention our staff by name. They are the face of Planet Novak. They star in our social posts and they build real relationships with the customers.

As owners, it’s tempting to micromanage the "perfect" event. But these two Sundays proved to me that when you hire the right people and actually give them the keys, they’ll come up with ideas you never would have thought of—and they’ll execute them with more passion because it was their idea to begin with.