Novak Roadshow Recap: The Hub in Stillwater

As part of the Novak Roadshow, my monthly consulting tour aimed at helping Family Entertainment Center (FEC) operators optimize their businesses, I recently visited a brand-new facility that completely blew me away: The Hub in Stillwater, Oklahoma. Meeting with Philip Glass, who was instrumental in getting the facility open, I got an exclusive, behind-the-scenes look at a massive entertainment complex. Only two weeks into their opening, they are already showcasing some incredibly innovative operational strategies that the rest of the industry should be paying attention to.

What is The Hub?

Before diving into the operational magic, it helps to understand the sheer scale of this location. The Hub is a massive, 85,000-square-foot playground. It boasts approximately 63,000 square feet of indoor space, paired with over 20,000 square feet outdoors on an 11-acre property.

Inside, the facility is anchored by a large arcade featuring over 40 games. They also have 16 bowling lanes, all fully outfitted with immersive Spark bowling technology. If that wasn't enough, the building houses four indoor movie theaters, two private party rooms, and 4 indoor pickleball courts to keep the action going year-round. Outside, guests can enjoy an expansive patio space featuring an outdoor bar equipped with gas heaters for cooler evenings, along with additional covered pickleball courts and professional cornhole courts.

Here are some of the standout features that caught my eye during the tour:

1. The "Food Truck" Facade (That's Actually a Food Truck)

One of the most visually striking elements of The Hub is their dining area. Instead of a standard food court, they feature three distinct food truck concepts operating out of a single, massive kitchen. But here is the kicker: they didn't just paint the walls to look like trucks. They took actual food trucks, cut them in half, and mounted them directly to the wall. It’s an incredible visual Easter egg. The best part? Guests can order from any concept through the same kiosk without having to split up their group, solving a major friction point often found in multi-concept dining.

2. The Rare Pepsi "Freestyle" Alternative

We’ve all seen the Coca-Cola Freestyle machines, but The Hub is utilizing a unique Pepsi equivalent. It’s not something you see often in the FEC space, and it allows guests to completely customize their beverages with various flavor combinations. It is a fantastic way to offer a premium, highly personalized fountain drink experience that stands out from the standard soda dispensers.

3. Next-Level Beverage Operations

Their adult drink service is a masterclass in efficiency and waste reduction.

• The Bottoms Up Beer System: They use a draft beer system that fills specialized glasses from the bottom up through a magnetic seal. This eliminates the foaming head and massively speeds up service, allowing a bartender to pour five beers in rapid succession without having to hold the glass. Most importantly, it increases keg yield from the standard 72% or 73% up to an incredible 92% or 93%. The magnets at the bottom of the cup also offer a fantastic opportunity for sponsorships or holiday promotions, effectively eliminating the cup cost.

• Automated Liquor Dispenser: For mixed drinks, they utilize a gravity-fed automated liquor system. A bartender simply hits a button on the point-of-sale for a drink like a Crown and Coke, and the system dispenses the exact measurement of liquor directly into the glass. The liquor lines run all the way from bottles secured in a back-of-house liquor closet, ensuring perfect inventory control.

https://www.youtube.com/watch?v=ekbcMZaHOiM

4. DIY Popcorn for Party Rooms

We are always looking for ways to add value to birthday party packages. The Hub solved this by placing a dedicated popcorn machine inside each of their two private party rooms. It’s included as part of the party package, giving guests a memorable, hands-on amenity that makes the room feel much more exclusive.

5. First-Class Cinema Seating

While many FECs have moved away from movies, The Hub uses its four screens as a premium anchor. They haven't skimped on the comfort, outfitting the 87-seat theaters with heated recliners that lay almost completely flat. They plan to use these theaters to bring in crowds by offering free classic movies during periods like spring break.

The Novak Takeaway

The Hub Stillwater is a prime example of an FEC that understands the assignment: build it big, make it efficient, and create moments of genuine surprise for the guest. As they move out of their "soft opening" phase and begin implementing community marketing strategies, I have no doubt this location is going to be a massive success.

Bring the Novak Roadshow to Your Facility

Want me to visit your FEC? The Novak Roadshow is always looking for its next stop. If you're looking for operational insights, layout strategies, or revenue optimization, you can request a visit here: https://www.novakamusementsolutions.com/roadshow

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Thank You to Our Sponsors

A massive thank you to the incredible strategic partners who make the Novak Roadshow possible. This tour is fueled by an exclusive coalition of industry leaders, and I couldn't do it without their support. Please check them out for your facility needs: A&A Global, Betson Enterprises, Creative Works, Intercard, J&J Amusements, Rides-4-U, and Venu+.