Marketing Research Final Report: Ka Ko-Jo's

Escape Room
Research
APRIL 2018 | PICK ONE AND ROLL WITH IT 2.0
Harmony Aiona, Jamie Dagg, Jeff Kania,
Lauren Nash, Brandee Villano

Target Audience
Convenience
Proximity to Ka-Ko-Jo's
Narrowed Millennial age range from 18-35 to 18-24
COLLEGE STUDENTS

GREEK LIFE
GROUPS ON CAMPUS
SPORTSCLUBS

Are Facebook and Instagram
ads effective in boosting
awareness of Greeley escape
rooms?
Awareness of Ads
Which platform is best
INTERVIEW RESPONSES: FACEBOOK
AND INSTAGRAM

LIKELINESS OF PAYING ATTENTION TO PROMOTIONS
How likely are you to pay attention to advertisements or promotions on each of
the following online platforms?
'Not at all likely' - 1 to 5 - 'Very Likely'

LIKELIHOOD OF PEOPLE PAYING ATTENTION TO ADS
How likely are you to pay attention to advertisements or promotions on each of
the following online platforms?
'Not at all likely' - 1 to 5 - 'Very Likely'

Will offering promotions via
Facebook and Instagram
generate higher millennial
business?
Select all relevant platforms
Evaluate most popular
INTERVIEWEES MOST COMMON ANSWER

WHERE PEOPLE LOOK FOR THINGS TO DO
Which of the following online platforms do you use when looking for things to do?
(All that apply)
Facebook Twitter Instagram Google Snapchat Groupon

Will “tribe marketing”
be effective in reaching groups
on campus to boost escape room
attendance?
Groups
Roughly 50% of UNC campus belong to a
group
Team building
PEOPLE WITH SIMILAR INTERESTS,
LOOKING TO CONNECT

ESCAPE ROOMS AS TEAM BUILDING ACTIVITIES
Would your organization be interested in doing an escape room as a team-
building activity?
Yes No

Will promotions geared
toward college students
draw them to Ka-Ko-Jo’s?
Promotional options
Most popular choice
8 OF 9 INTERVIEWED USE PROMOTIONS

COLLEGE STUDENT RESPONSES TO PROMOTIONS
Which of the following group promotions would make you most likely to purchase an
escape room experience at Ko-Ko-Jo’s
'Not at all' - 1 to 5 - 'Very much so'

Are college students aware of
the escape rooms in Greeley?
The competition
5 escape rooms in Greeley
Location
PEOPLE INTERVIEWED WERE OBLIVIOUS

AWARENESS OF ESCAPE ROOMS IN GREELEY
Which escape rooms have you heard of in Greeley?
Colorado Escape Ka-Ko-Jo's Q:The Live Escape Experience Greeley's Great Escape
Ruse Escape Room

Let's Go Deeper
Colleges
Groups
Gender
Price Range
ADDITIONAL DEMOGRAPHIC ANALYSIS

COLLEGE VS. ESCAPE ROOM AWARENESS
Which escape rooms have you heard of in Greeley?
Colorado Escape Ka-Ko-Jo's Q:The Live Escape Experience Greeley's Great Escape
Ruse Escape Room

IS $28 REASONALBE
Does $28 for a 1-hour escape room experience sound reasonable?
'Not Reasonable At All' - 1 to 5 -'Very Reasonable'

WILLINGNESS TO PAY VS. CURRENT PRICE ($28)
How much would you be willing to pay to have a 1-hour escape room
experience?
vs.
Does $28 for a 1-hour escape room experience sound reasonable?

BEING CHALLENGED VS. BEING IN AN ORGANIZATION
Rate these factors in appeal of and escape room
vs
Being in an organization and gender

IMMERSIVE EXPERIENCE VS. NOT IN AN
ORGANIZATION
Rate these factors in appeal of and escape room
vs
Being in an organization and gender

Ka-Ko-Jo's has plenty of
opportunities to improve and
expand into the escape room
market. Utilizing promotions is
the key to success.

PICK ONE AND ROLL WITH IT 2.0
Thank You

Ka-Ko-Jo’s Final Report
BAMK368-028
Professor Daniel Brannon
Team: Pick One and Go With It 2.0
Harmony Aiona, Jamie Dagg, Jeff Kania, Lauren Nash, Brandee Villano

Table of Contents
Section I: Introduction 4
Background 4
Target market and strategies 4
Decision-maker’s problem(s) or opportunity(ies) that our team focused on. 5
Research Objectives 5
Section II: Secondary Research 5
Literature Review 5
Industry 5
Current Competitors 8
Target Market 10
Consumer Trends 12
UNC Groups on Campus 13
Broad Research Questions to be Investigated 14
Data Display and Exploratory Interviews 17
Section III: Primary Research Design 19
Sampling Method 19
Data Collection Method 20
Survey Questions 20
Section IV: Data Analysis 22
Original Questions 22
More in depth Findings 28
1. Do males in an organization prefer certain traits of escape rooms? 28
2. What do females prefer when it comes to escape rooms? 29
3. Do Specific Colleges have a better awareness of Escape Rooms in Greeley? 30
4. Does Ka-Ko-Jo’s have a reasonable price point for UNC students interested in
escape rooms? 31
Section V: Conclusion and Recommendation 33
Sources 36
Appendix A 40

Interview Questions: 40
Athletics: 41
Club Sports: 42
Other Clubs: 42
Greek Life Organizations: 45
Size of the focused groups 46
Appendix B 46
Appendix C 48
Interviews: 48
Interviewee: Ashton Opperman 48
Interviewee: Erin Prueter 52
Interviewee: Kai Aukai 55
Interviewee: Jacob Schneider 58
Interviewee: Rachel Villano 61
Interviewee: Rylee Portman 63
Interviewee: Selena Baltierra 66
Interviewee: Charles Strickland 69
Interviewee: Kylie Hansen 71

Section I: Introduction
Background
Ka-Ko-Jo’s is a locally owned, and family operated, fun center located inside the Greeley
Mall. Ka-Ko-Jo’s is owned by Bobbi and Sean Kennedy who started their mall entertainment
business by setting up massage chairs and boxing machines in several small malls throughout the
Midwest. Their most current endeavor is in the Greeley Mall. Sean and Bobbi named the arcade
after their two boys. Ka- for Kaden, who is 5 years old, and Ko- for Koen, who is 2 years old.
The boys share a middle name, Joseph, which is the final piece of the Ka-Ko-Jo’s name.
According to Ka-Ko-Jo’s website, the fun center houses its impressive 40 game arcade, an
immersive laser maze, refreshing take on bowling with the miniature lanes, under the sea glow in
the dark miniature golf, a laser maze, and two captivating escape rooms. Ka-Ko-Jo’s also offers
a full food menu that includes burgers, pizza, soups, salads, appetizers, soft drinks, et.
(Ka-Ko-Jo’s).
Target market and strategies
Ka-Ko-Jo’s current target market is families with younger children. Most of whom
already frequent the Greeley Mall on a regular basis. They also target the large Hispanic
population within Greeley and surrounding areas. Ka-Ko-Jo’s currently utilize a limited amount
of channels for marketing. According to Sean, the fun center has a recurring ad in Greeley’s Best
magazine, coupons on the back of King Sooper receipts, and were recently mentioned in the
Greeley Tribune. Ka-Ko-Jo’s only form of social networking is Facebook. The average person
will spend 35 minutes a day checking Facebook, and Ka-Ko-Jo’s is severely underutilized this
resource (Cohen 2017). After examining the Ka-Ko-Jo’s Facebook page, only 431 people have
liked it. However, the most engagement they have gotten on any post is six likes. That means
less than 1% of their already small following base is interacting with Ka-Ko-Jo’s. According to
Sean, Ka-Ko-Jo’s hopes to expand their social media presence to include more platforms than
just Facebook. He also plans to hire a social media manager with in the coming year. Sean
mentioned how he would like to target the Millennial market to increase foot traffic in
Ka-Ko-Jo’s. He has narrowed down this large target market of “Millennials” to just include
people between the ages of 18 and 25. Sean also want to increase traffic through the escape

rooms. The company wants to tap into the oversaturation of Millennials that are found on the the
two college campuses within Greeley, the University of Northern Colorado and Aims. Another
subset of the Millennial college student target market is school sponsored groups. Sean
mentioned that his goal it to make Ka-Ko-Jo’s a fun and engaging place for Millennials to spend
time with friends. As well as a family friendly environment for parents to bring their kids and
enjoy their time together, participating in the numerous activities that Ka-Ko-Jo’s provides.
Decision-maker’s problem(s) or opportunity(ies) that our team focused on.
The problems identified by Sean, the owner, is the lack of traffic through Ka-Ko-Jo’s, but
the escape rooms in particular. We have identified a few opportunities that, after further research,
Ka-Ko-Jo’s can expand their business. Fist off, there is virtually no awareness of Ka-Ko-Jo’s in
general among the desired target market, let alone the low awareness of their escape rooms.
Another problem Ka-Ko-Jo’s is faced with is narrowing down its target market of the widely
varying “Millennials,” as well as how to make the escape rooms more attractive to this audience.
Research Objectives
The objective of our research is to find helpful information regarding Ka-Ko-Jo’s
problems, so we can relay that information back to Sean and Bobbi. Our research will be heavily
focused on the millennial market. Our biggest objective is researching what will draw the
millennial market into Ka-K-Jo’s escape rooms. We will place a special emphasis on college
organized groups. Another research objective that our group will be looking at is the trends of
both the consumer and the industry.
Section II: Secondary Research
Literature Review
Industry
Ka-Ko-Jo’s falls within the Arcade, Food and Entertainment Complex industry. This
industry mainly consists of businesses offering coin and card operated video games, redemption
games, food and beverages, as well as mini golf. The popularity of this industry peaked during
the 1980s prior to the rise and availability of in home gaming consoles (Alvarez IBISWorld).
These in home consoles provide many of the same games arcades offered, but at a one time fee.
The decline of disposable income in the early 2000s and 2010s, coupled with the incline of in

home gaming systems, has drastically reduce the revenue generated by the arcade industry
(Alvarez IBISWorld). Despite this decline, the arcade industry is still a lucrative. It generates
about $1.9 billion a year, $528.6 million is spent on wages, and profits total $343.5 million
(Alvarez IBISWorld). The industry has an annual growth rate of 0.7% between 2012 and 2017,
but is projected to sightly decline to a 0.6% growth rage between 2017 and 2022 (Alvarez
IBISWorld). These restaurant-arcades have fought to differentiate themselves from substitutes,
such as in home gaming systems, by bundling food and beverages with arcade games, aiming for
an all encompassing experience (Alvarez IBISWorld). Collectively, these dine-in arcades make
up more than three-quarters of the revenue in this industry (Alvarez IBISWorld). In order to keep
up with, and compat the growing in home video game industry, arcade operators are constantly
seeking new ways to change up their product mixes (Alvarez IBISWorld). Ka-Ko-Jo’s has done
just that. In addition to the 40 game arcade and restaurant, the company has introduced putt putt,
a laser maze, mini bowling, and two escape rooms.
Key economic drivers within this industry include readily available disposable income
and time spend on leisure activities (Alvarez IBISWorld). Despite continued decline within this
industry as well as growing competition from home gaming consoles, certain economic drivers
are projected to increase over the next 5 years. “For example, per capita disposable income levels
are forecasted to rise at an annualized rate of 2.9% over the period” (Alvarez IBISWorld).
Substitutes pose the biggest threat to this industry.
Children and teens generally spend the most time in these establishments. Receiving
money from parents to spend on leisure time, adolescents from 10 to 19 years old make up less
than one-third of industry revenue (Alvarez IBISWorld). This demographic is expected to
increase over 2017 (Alvarez IBISWorld). Other than the adolescent demographic and everyday
entertainment operations, arcade and entertainment complexes primarily benefits from hosting
corporate and party events, totaling 4.2% of revenue (Alvarez IBISWorld).
Arcades have evolved into restaurant-arcades, to forge a differentiation between them and
substitutes, such as in home gaming systems. Through bundling food and beverages with arcade
games, these companies aim to provide an all encompassing experience (Alvarez IBISWorld).
Collectively, the revenue generated by the food and beverage segment of the industry makes up

more than three-quarters of the industry’s revenue (Alvarez IBISWorld). In order to keep up
with, and compat the growing in home video game industry, arcade operators are constantly
These restaurant-arcades have fought to differentiate themselves from substitutes, such as
in home gaming systems, by bundling food and beverages with arcade games, aiming for an all
encompassing experience (Alvarez IBISWorld). Collectively, these dine-in arcades make up
more than three-quarters of the revenue in this industry (Alvarez IBISWorld). In order to keep up
with, and compat the growing in home video game industry, arcade operators are constantly
Escape rooms pose the opportunity for added value within this market. The concept of a
live escape room originated around 2007, gaining popularity throughout the UK (Kelly). Escape
rooms are marketed as introducing corporate team building and problem-solving skills among
employees. This fits hand-in-hand with the segment of the industry that benefits from hosting
corporate party events and services. The next step is to translate the team building culture of
corporate parties, to revitalize a night out with friends. By making Millennials aware of the
competition and team building aspects of escape rooms, Ka-Ko-Jo’s can capitalize on the over
saturation of this target market in Greeley. Especially in regards to groups, teams, and
organizations on campus. The sum of what our group wants to do with these UNC organizations
is to take Seth Godin’s idea of tribal marketing and apply it to Ka-Ko-Jo’s escape rooms.
Through coupling Godin’s idea of “leading and connecting people with ideas” with a team
building night out at Ka-Ko-Jo’s escape rooms, we can market to Millennials through their
current tribes. Through these influencers, Ka-Ko-Jo’s can tap into all the different tribes on
campus that are “yearning” for creative and fun things to do as a group. Instead of trying to
persuade a mass populations of Millennials to “want something they don’t have yet” (Seth
Godin).

Current Competitors
Competition in the arcade industry is high, with about 6,169 businesses operating in total
(Alvarez IBISWorld). Despite the relatively high amount of businesses, there is a high
concentration in the industry. There are four operations that, combined, earn about 72.3% of the
total industry revenue in 2017 (Alvarez IBISWorld). One of these four dominant players is Dave
& Buster’s, retaining 37.7% of market share (Alvarez IBISWorld). The second largest
competitor in the industry is CEC Entertainment Inc., which included Chuck E. Cheese’s and
Peter Piper Pizza, with 29.8% of market share (Alvarez IBISWorld).
On the arcade, food, and entertainment complex front, the most prominent local
competitor to Ka-Ko-Jo’s is Chuck E. Cheese due to its popularity, similar experience, and
proximity. The current competitors here in Greeley for Ka-Ko-Jo’s is Chuck E. Cheese and
Chippers Lanes, both are located very close to Ka-Ko-Jo’s, while the next closest competitor is
considered The Summit. The Summit is known for their full sized bowling alley but also has a
smaller arcade room with similar games as Ka-Ko-Jo’s. The Summit is located in Windsor, Co
which is a decent drive from the Greeley Mall but still brings in a lot of traffic for the family fun
center atmosphere.
Chuck E. Cheese’s demographic consists of families with young kids, ages 2 to 12
(Alvarez IBISWorld). They are popular for birthday parties that feature animatronic characters,
rides, and electronic arcade games. The company currently runs weekly promotions such as
“All-You-Can Play Wednesdays.” This promotion provides a gaming card for $15 that allows
unlimited play for on hour. Other deals such as the “Eat & Play Values” bundle gaming tokens
with pizza and drinks. 40 tokens, 4 drinks, and a large one topping pizza is $30 (Chuck E
Cheese’s). Chippers Lanes offers bowling, arcade, laser tag, and a number of promotional night
activities. For example, Chippers Greeley Lanes hold a beer pong tournament every thursday
night for college night. In addition to these activities, Chippers offers $8 per person unlimited
bowling on college nights as well. Normally, bowling is $5.95 per game, or $33.95 full lane
rental for one hour (Chipper’s Lanes in Greeley). Games in the arcade range in cost from $0.75
to $1.25. Payment works by loading a card with a determined amount, then using that card to
swipe in order to play each game (Chipper’s Lanes in Greeley). Additionally, laser tag is $7.45

per 20 minute round (Chipper’s Lanes in Greeley). The Summit offers very similar activities to
Chippers. It houses bowling lanes, an arcade, laser tag, but also Holocube VR, and a full service
bar and restaurant (The Summit). The Summit does all its pricing according to the day of the
week. Bowling ranges anywhere from $19.99 to $34.99 per hour (The Summit). Laser tag ranges
from $4.99 to $7.99 per game (The Summit). And the Holocube VR ranges from $3.99 to $6.99
per game (The Summit). The arcade works the same way as Ka-Ko-Jo’s and Chipper’s, by
loading a single game card that acts as a debit card for all the games. It also keeps track of the
amount of tickets that are won.
Hoever, Ka-Ko-Jo’s is not the only business in Greeley that offers escape rooms.
Competitors in the area include Colorado Escape, Ruse Escape Room, Greeley’s Great Escape,
and Q: The Live Escape Experience. Colorado Escape has three locations across Colorado:
Greeley, Denver, and Northglenn. Each location ranges between three to four different themed
escape rooms. The average success rate among all escape rooms is 34%, with the most difficult
room having a success rage of 20%, and the easiest room having a success rate of 55% (Colorado
Escape). Themes include Jurassic Escape, Underwater Lost City, Kidnapped, Murder Mystery,
Prison 2017, Area 51, Apocalypse, Game of Thrones, Jumanji, and Trapped Alive. A third
escape room is coming to the Greeley location this May with a Mad Scientist theme (Colorado
Escape). Ruse Escape Room has a single location in Greeley. Currently, it houses one escape
room that has a Missing Attorney theme, but a second room is in the works that will have a
mysterious lab theme. Greeley’s Great Escape also has two escape rooms in one location, The
Baker Street Five, with a success rate of 45%, and The Farewell Tour, with a success rate of
20%. Q: the Live Escape Experience has two locations, one in Loveland and one in Greeley.
Each location has two escape rooms. Loveland houses Area Q and The Path of the Gods, Greeley
is home to The Asylum and The Witching Hour (Q: The Live Escape).
According to each competitor’s website, the average number of people competitors will
accommodate in an escape room is 8, with a minimum of 6, and a maximum of 10 (not including
corporate geared escape rooms). The average admission competitors charge is $25 per person.
There is some variation between each establishment as to different rates and discounts. Ruse
Escape Room charges $25 per person, but also provides a child, $22 each, and a room rate, $190

for the hour (Ruse Escape Room). Q: The Live Escape charges $24.99 for each person (Q: The
Live Escape). All escape rooms have a time limit of one hour.
Target Market
The demographic we focused the bulk of our research on was a younger subset of
Millennials, called Generation Y. This includes people between the ages of 18 and 35 (The
Guardian). According to SimplyAnalytics, about 10% to 20% of the population in Greeley is
between 18 and 24 years old, while an additional 10% to 20% of the population is between 25
and 34 years old. We decided to focus our efforts on this group because we want to target mainly
college students. 92.1% of UNC undergraduate students are between the ages of 18 and 29, while
46% of UNC graduate students are between the ages of 20 and 29 (University of Northern
Colorado).
Research has revealed a few key insights about what Generation Y does in their freetime.
Men say that they spend 38% of their free time with family, compared to women's’ 57%
(Lachman). Additionally, men and women report spending 41% and 43% of their free time with
friends, respectively (Lachman). This is helpful to Ka-Ko-Jo’s because the target market they are
looking at already spends about 44.75% of their free time with either family or friends. Sean
does not have to reinvent the wheel for Generation Yers to carve out time to visit Ka-Ko-Jo’s
with family and friends. It is a matter of raising awareness of the escape rooms as an
entertainment option and placing it into their consideration set. Additionally, men and women
also spend 11% and 24% of their free time shopping in stores, respectively (Lachman). These
percentages can be easily translated into foot traffic through Ka-Ko-Jo’s through signage within
the Greeley Mall. Sean’s desired target market already spends about 17.5% of their free time in
malls. Therefore, he might see an increase in business from advertising Ka-Ko-Jo’s, especially
the escape rooms, from converting Mall goers to patrons.
Eating out is very popular among this demographic. Research revealed that eating out
serves two purposes for Generation Y, both convenience and an outlet to socialize (Lachman).
59% of Generation Y reports that restaurants are their favorite place to get together with friends
(Lachman). Focusing on dinner, 80% of Generation Y claims to eat out multiple times a month,
with a mere one-fifth reporting to “rarely or never eat dinner out” (Lachman). Despite the added

cost, dining out is one of Generation Y’s primary social activities (Lachman). The demographic
of Generation Y that eats out most frequently is Hispanics. 52%, say they “dine out with their
spouse/partner and/or friends at least once a week” (Lachman). Between 25% and 45% of the the
population surrounding the Greeley Mall is made up of Hispanics (SimplyAnalytics). This can
provide Ka-Ko-Joe’s with an advantage if it can position itself as a fun activity to couple with
dinner or a night out with friends. Additionally, 75% of Generation Y goes out to the movies in
their leisure time.
It is no surprise that Millennials’ main source of information is online. However, it is a
bit surprising that Mitel reportes Millennials get most of their information “about leisure
activities from friends and family than from any other sources considered.” The Millennial
demographic is very different from previous generations, especially because they are”digital
natives, which means that they grew up with a level of technological literacy that’s fairly new to
the market” (Ehlers 2017). This full technological immersion Millennials grew up in has changed
the way they shop, make decisions, and purchase goods and services, compared to previous
generations. According to Forbes, the oversaturation of product reviews and opinion sharing
tools has revolutionized how Millennials commit to a purchase. Tools such as social media and
review sections on online shopping platforms provides in depth opinions on products that
Millennials value before committing their money to a product. “Influencer marketing is a result
of this work-of-mouth culture that values trusted endorsements” (Forbes). Social media is one of
the most effective ways to reach a Millennial target market. Entering the Millennial’s lifestyle
organically through unsolicited reviews and interactions with a company is the most effective
word-of-mouth. However, for a company to get inorganic exposure to Millennials, platforms
such as Facebook and Instagram have the ability to customize the target market an advertisement
will reach. Companies can utilize features that filter which users will see their advertisement,
based off of criteria such as demographics, location, interests, and behaviors. These features also
maximize the impact of an advertising dollar because it will concentrate purely on the target
market (Choose your audience).

Consumer Trends
Consumers in this market are almost evenly split between the age groups of 17 and
younger, 18 to 35, and 36 and older. As previously explained, for the purposes of this project we
will be focusing on a portion of the second segment, 18 to 35, which comprises 32% of this
industry’s consumers. The Millennial generation is about one and a half times the size of
Generation X and is about the same size as the Baby Boomer Generation (DeVaney 2015). In
addition to their technological literacy, millennials are also “creative, solution-focused, socially
conscious, and team-oriented” (DeVaney 2015). This is right up Ka-Ko-Jo’s alley because
creativity, social skills, and teamwork is are the building blocks for the escape rooms. According
to IBISworld, the younger half of this market segment is most likely to use amusement arcades
located within malls or shopping centers, while older members of this segment generally have
children that enjoy industry establishments. In 2017, all consumers brought in a collective $1.9
billion in revenue (Alvarez IBISWorld).
On a broader scale, the market for mall retailers has seen a consistent decline in the last
decade (Mintel, Shopping Malls). People are more willing to shop online in order to avoid
crowds. Though arcades and family fun centers are not considered to be retailers, location in an
indoor mall is likely to have negative effects on their foot traffic.
Millennials specifically, have shown a increase in leisure spending as opposed to
shopping for material items. Escape rooms are the newest trend that combine two leisure time
go-tos: theater and gameplay. The theater of special effects coupled with intense puzzle games
mixes into an extremely popular trend (Graham CNBC). The success of escape rooms can be
seen as a by product from the “experience economy: the concept that consumers now prefer to
spend money on creating memories and experiencing something new, rather than passively
consuming” (Graham CNBC)." The appetite for experiences has grown beyond just going
travelling. People do take pleasure in sharing something new with their friends that perhaps they
haven't experienced as yet and I think memories are being given a lot more value" (Graham
CNBC). Research conducted by Scott Nicholson found that of 175 escape room venues, 37% of
the participants were 21 or more years old (Graham CNBC). Millennials have also shown an
interest in incorporating technology into this leisure time (Mintel, Millennial Leisure Trends).

Combining technology into leisure goes hand in hand with the way Ka-Ko-Jo’s escape rooms
operate. Technology based escape rooms means they could more appealing to Millennials.
Ka-Ko-Jo’s next step it to take its high-tech product and market it effectively to the desired
market of Millennials.
One simple way of achieving this is through social media. 34%, of Millennials aged 18 to
35 say that “when a brand uses social media, I like that brand more” (Millennials). A byproduct
of growing up around advancing technology and coming of age in the world of social media is
the instilled “fear of missing out” (Saiidi 2016). Being constantly bombarded by what everyone
else is doing, who everyone else is spending time with, and so on has created an impulse to be
out and about, too. A promising trend for Ka-Ko-Jo’s is that 72% prefer to spend money on
experiences rather than on material things (Saiidi 2016). It would be a practical solution for
Ka-Ko-Jo’s to create a wall or iconic area for Millennials to take a picture in front of with their
time and score for getting through the escape room. That way they can post their pictures and
comments about their experience on social media. That way Millennials will be recognized for
doing something, but it also translates into free word-of-mouth and influencer marketing for
Ka-Ko-Jo’s escape rooms.
UNC Groups on Campus
Through offers on competitors’ websites and comments left by customers, escape rooms
are often used as team building exercises. The challenging and team oriented nature of escape
rooms fosters the perfect environment for large groups of people to have a unique bonding
experience together. As stated before, IBISWorld reports that companies in the arcade industry
benefit from hosting corporate and party events. In a sense, groups, sports teams, and other
organizations found on college campuses are corporate and party events. This lead to our
decision to target group organizations on campus. After looking into the different types of groups
through UNC sponsored pages, we found that there are 175 organizations on campus. According
to our primary research combined with UNC Facts and Figures, there is roughly an estimated
35% of students involved in an organization on campus. This gives us a defined target market to
survey of over 3,000 millennials. We have narrowed it down to about 530 students that are
involved in groups and think would benefit from a group activity, such as an escape

room. Within the University of Northern Colorado alone, there are countless amount of groups
that range from athletics, to interest groups, to social groups (University of Northern Colorado
Chartered Student Clubs and Organizations 2017-2018).
Pooling the group's existing network and cross referencing that with the list of UNC
groups. Between our group of 6 students, we knew an influencer in a group of some sort that
ranged from UNC Club Hockey, to UNC Student Senate, Fraternities and Sororities, to the
Special Olympics. We asked each influencer what an accurate number of members their group
had. After recording and totaling these figures, there is an accumulated population of about 4,800
students who are represented by these influencers. As a result, the group paid special attention to
these influencers when conducting our interviews. In addition to the questions about awareness
of Ka-Ko-Jo’s, interactions with social media, and interest in escape rooms, we tailored
interview questions to relate specifically to groups. The four questions we constructed are,
1.How does your group work on team bonding? 2. Do you think an escape room would be a
good team bonding activity? 3. Would an escape room be something you would consider for
team bonding? and 4. Would a group discount make it more enticing? If so, What kind? We hope
to gather more information about how these different groups work, interact, and bond.That way,
we can include more pointed and relevant questions to add to the mass survey. Not only do we
want to know if escape rooms would be considered for group activities, but also what kind of
promotion, if any, would make Ka-Ko-Jo’s escape rooms more enticing.
Broad Research Questions to be Investigated
1. How effective are Facebook and Instagram ads at boosting millennial’s awareness of
Ka-Ko-Jo’s?
Variables: Likelihood of paying attention to Facebook ads, likelihood of paying attention
to Instagram ads, likelihood of paying attention to twitter ads, likelihood of paying attention to
Google ads, likelihood of paying attention to Snapchat ads, likelihood of paying attention to
Groupon ads
Constructs: Likeliness of interaction through ads from Facebook and Instagram,
consumer awareness generated through Facebook and Instagram, Likeliness to follow a company
based on Facebook and Instagram.

In our interviews with Sean, he has acknowledged that Ka-Ko-Jo’s has much room for
improvement when it comes to activity on social media, but doesn’t really know where to spend
his efforts. He recently shared that a social media marketer will be joining their team soon. With
this research question, we aim to specifically identify which platform will be most effective in
grabbing the attention of our millennial market. According to our initial interviews, seven of the
nine people said they often see the most ads on social media. We have decided to focus on
Facebook and Instagram based off the interviews as well. Four people said they find their ads off
of Facebook and five people said Instagram.
2. Will offering promotions via Facebook and Instagram generate higher millennial
business?
Variables: When looking for things to do, how many people choose: Facebook, Twitter,
Instagram, Google, Snapchat, Groupon
Constructs: Likeliness of millennials redeeming promotions, likeliness to attend an event
based on social media, likeliness of using a promotion from social media.
In regards to social media presence we would like to specifically identify what
components of Facebook and Instagram noticed the most by millenials. On average during the
day a millennial will spend 35 minutes on Facebook, 15 minutes on Instagram, 40 minutes on
YouTube, 25 minutes on Snapchat and 5 minutes on Twitter. This means on average 2 hours a
day is spent on social media (How Much Time Will the Average Person Spend on Social Media
During Their Life?, Cohen) . This relates to the needs of our first research questions by further
identifies if social media may be an effective way to give out promotions to our millennial
market. Sean currently advertises promotions through physical copies on the back of King
Soopers receipts.
3. Will using “tribe marketing” be the most effective way to reach groups on campus
to boost attendance for escape rooms?
Variables:
● Independent: Member of an on campus organization, Not a member of an
on-campus organization

● Dependent: Interest in doing an escape room
Constructs: Likeliness to attend with a group, likeliness of the escape room being used as
a team building activity, interest in escape rooms for UNC groups.
In our secondary research we found that escape rooms in the UK gained popularity
among corporate companies by marketing the idea of instilling team building and
problem-solving skills (Kelly). In terms of our millennials market at UNC, we believe this
directly relates to goals of joining an extracurricular group or sports team. One of our
interviewees, Rylee, shared that it would be a fun idea for her sorority, “I think sometimes team
building exercises can get a bad rep so doing an escape room would be fun and team building.”
By identifying the level of interest in with campus groups we may be able to draw in larger
groups of millennials at one time. Sean showed interest in potentially introducing friendly
competition among groups as well. Our survey questions relating to this topic will allow us to
identify whether or not he should move forward with this idea.
4. Are UNC students aware of the escape rooms in Greeley?
Variables: Awareness of escape rooms in Greeley; Colorado Escape, Ka-Ko-Jo’s, Q: The
Live Experience, Greeley’s Great Escape, Ruse Escape Room, None
Constructs: UNC student awareness, willingness to use escape rooms, likeliness in
facilitating word-of-mouth, likeliness to return, exposure to escape rooms
Based on our secondary research, within three miles of UNC’s campus, there are five
escape rooms including Ka-Ko-Jo’s. Our interviewees ranged from people who had never been
to an escape room, to people who have had experienced multiple different escape rooms. We
want to know how many people have been to an escape room and would be willing to try a new
one. Sean has expressed interest in comparing Ka-Ko-Jo’s escape room to his competition. He
has also stated that the escape room in Ka-Ko-Jo’s is an experimental model. By asking
Millennials who have been exposed to other escape rooms, Sean can better gage the potential
word-of-mouth generated through the new age escape rooms at Ka-Ko-Jo’s. Additionally, Sean
would like to know what would make millenials return to his escape room to turn college
students into repeat customers.

5. Will UNC students be more drawn to Ka-Ko-Jo’s if they offer promotions geared
towards college students?
Variables:
● Independent: All survey respondents
● Dependent: Promotions offer preference; bundling with a movie, bundling
with a meal, buy 3 get 1 free, $5 arcade game card, food discount, bundle
with other activities
Constructs: Willingness to use promotions, likeliness to use coupons.
Based on interviews we have conducted, all nine interviewees said they would be
interested in promotions for students. On average between the interviewees, they would like to
spend between $40 and $50 on an entire night out including travel, dinner and activities. When
speaking with Sean, he mentioned he is working on putting promotions on the back of King
Soopers receipts. We included this question to see if it will be effective with the millennial
market. We also want to know if an escape room is a feasible group outing, keeping time and
money in mind. In the previous research question, we stated Sean wanted to find out what makes
people repeat customers and promotions could be part of that as well.
Data Display and Exploratory Interviews
Our research group conducted in-depth interviews with millennials ranging in age from
18 to 23. Collectively, they represent the younger portion of millennials currently in, or about to
enter, college. Sean identified that he would like to reach this demographic and particularly
increase interest in his escape rooms. The main goal of our interviews was to identify millennial
awareness of escape rooms, and what factors would raise their interest and drive their motivation
to try one for the first time.
Based on these interviews we found four common themes. First, the impression of
Greeley mall is nearly always negative. One interviewee puts it as simple as “It gets worse, every
time I go there. There’s a store that is closed almost everytime I go there. And the stores that are
there are not the best”. One way to help Ka-Ko-Jo’s overcome the negativity of the Greeley Mall
is something as simple as promotions through social media platforms. This would include

platforms such as Facebook and Instagram, which most interviewees listed as the best method
for engagement. By posting pictures of Ka-Ko-Jo’s facility and all the different activities it
offers, the company can set itself apart from Greeley Mall. Advertising the social aspect of the
escape rooms on social media is a no brainer. Showcasing customer’s experiences while at
Ka-Ko-Jo’s, based on our secondary research, is a powerful way to get the attention of
experience-driven Millennials. Sending out social media exclusive deals and promotions can
further grow engagement with Ka-Ko-Jo’s. Posts that require a share and a like will win a free
escape room experience takes advantage of consumer generated word-of-mouth. If a few people
share a promotion from Ka-Ko-Jo’s, the entire network thoss people are connected to will be
exposed to it as well in their feed. These are the best way to showcase the unique experience that
Ka-Ko-Jo’s has to offer.
The only interviewees who go to Greeley Mall on a daily basis were employees. Others
who reported visiting the Greeley Mall within the past month, went for a specific reason
(Movies, Victoria’s Secret, Bath & Body, and AtHome) and had no interest in shopping around
and exploring new locations. By doing social media promotions, such as “Like us on facebook,
and get a $5.00 game card.” or “Post a picture with this sign and get a $5.00 game card,” will
help get people in the door for the first time. Once they are there, and can see first hand what
Ka-Ko-Jo’s has to offer, will make them much more likely to explore all it has to offer. Then, by
having these new customers share their pictures, scores, and experiences on social media, the
new customers’ friends will see them there, having fun, and will be intrigued to try it out also.
Especially in the world of social media motivated Millennials, influencers pictures and
recommendations will go much farther than any advertisement Ka-Ko-Jo’s can put on the back
of a receipt. Currently, Ka-Ko-Jo’s has 431 followers on their facebook page, this could quickly
be doubled or tripled with a simple ‘like and share’ promotion.
Next, we discovered that the majority of interviewees were willing to spend $30 or more
on a night out with friends. One of the Interviewees says “On a normal night? Just on me? Um…
$30 or $40 bucks”, another said “On a night out if I have money I'll usually spend like $20-$30”.
and all interviewees concurred with spending $30.00 a night. This falls within the price range of
Ka-Ko-Jo’s Escape Room rates but may pose some issues. Sean has a set price point at $28 per

person for the escape room. However, most interviewees factored food and drinks into their
“night out” costs. As suggested by our final interviewee, Charles, a potential promotion for free
pizza if a group beats the escape room may raise some interest and even motivation to take on
the challenge of the escape room among this demographic.
Our last two themes were slightly intertwined, gauging awareness and interest
specifically in escape rooms. We identified that 8 out of 9 interviewees knew what an escape
room is but only 3, or 33%, had ever been to one. This could be a good thing. It means that there
is an opportunity to expose Millennials in Greeley to Ka-Ko-Jo’s escape rooms without the
stigma of previous experiences. People who have never been to an escape room before will also
have the most open mind about what to expect and how to interact with the game. It allows
Ka-Ko-Jo’s to be the benchmark, instead of ranking against a pre-existing one. 6 out of 9, or
67% of interviewees are members of UNC extracurricular groups or sports teams. These specific
interviews were conducted in order to gauge the level of interest particularly in group rates for
the Ka-Ko-Jo’s escape rooms. Out of this particular subset, 4 UNC groups members, or 67%,
identified interest in attending an escape room. The general consensus was that most Millennials
in this age group would prefer to go with friends and enjoy the friendly competition involved.
Section III: Primary Research Design
Sampling Method
Our target population is comprised of millennials aged 18-25, with a particular emphasis
on students who are involved in an extracurricular group or team. We are specifically focusing
on UNC “group” members to market the concept team-building, competitive, and
problem-solving aspects of the Ka-Ko-Jo’s escape rooms.
Through our background research, (Kelly) we found escape rooms are often used as team
building exercises. This lead to our decision to target group organizations on campus. There are
175 organizations on campus. To do this, we had to research the different types of groups and
where to find them. According to our primary research combined with UNC Facts and Figures,
there is roughly an estimated 35% of students involved in an organization on campus. This gives
us a defined target market to survey of over 3,000 millennials. We have narrowed it down to

about 530 students that are involved in groups and think would benefit from a group activity.
Within the University of Northern Colorado alone, there are countless amount of groups that
range from athletics, to interest groups, to social groups (University of Northern Colorado
Chartered Student Clubs and Organizations 2017-2018).
The sampling method we used consisted of a combination of random sampling,
convenience sampling, and cluster sampling. The convenience sampling was used because we
targeted the groups, and we wanted to be sure to target people in groups. This sampling was also
combined with a form of judgement sampling to be sure we surveyed different groups on
campus. It is also specified in the project outline each group had to survey at least 6 people in
groups, so we were able to use cluster sampling to accomplish this. We divided the UNC
students into the numerous groups, and drew random samples from each group. Then the
samples were combined into a single sample of the target population.
Data Collection Method
Given the fact that there are multiple high-traffic areas on UNC’s campus, we were able
to use the mall intercept data collection method. By stationing ourselves in areas like the
University Center, McKee’s breeze way, Michener library, areas around Candelaria and Kepner,
high traffic areas for students, we were able get a randomized sample. Using this data collection
method was also useful because it gave us diversified data, we were able to get different answers
from students that attend different schools on campus. Based on our sampling method, we also
planned on using convenience sampling and judgement sampling to collect the data. We did this
by visiting meetings of the groups on campus along with asking the people we know to take the
survey. This, along with the data collected by the rest of the class was what determined our
analysis.
Survey Questions
1. How likely are you to pay attention to advertisements or promotions on each of the
following online platforms? (likert scale)
a. Facebook
b. Twitter
c. Instagram

d. Google
e. Snapchat
f. Groupon
2. Which of the following online platforms do you use when looking for things to do (select
all that apply)?
a. Facebook
b. Twitter
c. Instagram
d. Google
e. Snapchat
f. Groupon
3. Are you a member of an on-campus organization?
4. Would your organization be interested in doing an escape room as a team-building
activity?
5. Which escape rooms have you heard of in Greeley (select all that apply)?
a. Colorado Escape
b. Ka-Ko-Jo’s
c. Q: The Live Escape Experience
d. Greeley’s Great Escape
e. Ruse Escape Room
6. Would your organization be interested in doing an escape room as a team-building
activity?

7. To what extent would you be interested in bundling a movie with an escape room
experience at Ka-Ko-Jo’s? (likert scale)
8. To what extent would you be interested in bundling a restaurant meal with an escape
room experience at Ka-Ko-Jo’s? (likert scale)
9. Please indicate which of the following group promotions would make you most likely to
purchase an escape room experience at Ka-Ko-Jo’s. (likert scale)
a. Buy 3 escape room tickets, get 1 free
b. $5 arcade game card with purchase of escape room ticket
c. Food discount with purchase of escape room ticket
d. Bundle other activities (e.g. mini gold, laser tag)
Section IV: Data Analysis
Original Questions
1.How effective are Facebook and Instagram ads at boosting millennial’s awareness of
Escape rooms in Greeley?
During our original interviews, we asked what platforms people paid the most attention to
when it came to advertisements and promotions. We found that the most common response from
interviewees was Facebook and Instagram. Consequently, we wanted to explore the best
platforms Ka-Ko-Jo’s can utilize to place their escape rooms in college student’s consideration
set. We asked a questions on the survey regarding how likely the survey taker pays attention to
advertisements or promotions on a number of different platforms. We included Facebook,
Twitter, Instagram, Google, Snapchat, and Groupon. We asked the participant to rate each
platform on a scale of one to five, one being ‘not at all likely,’ and five being ‘very likely.' These
are the results:

Figure 1
In this test, the likelihood of participants paying attention to advertisements and
promotions depended on the platforms they are looking at. We measured participants’ responses
on a scale of one to five. This means the data was ordinal, therefore we can run a one-sample
t-test. The mean represents a number on that scale of one, very unlikely, to five, very likely. The
resulting means for each platform are; Facebook at 3.16, Twitter at 2.13, Instagram at 2.97,
Google at 3.08, Snapchat at 2.85, and Groupon at 2.05. The highest mean is Facebook, at 3.16,
and the lowest is Groupon at 2.05. These result tells us that the highest average of attentiveness
is just a bit above than ‘neutral,’ and the lowest level of attentiveness is just barely over ‘not
likely.’ The data confirms our original interviewee’s responses that the most effective way to get
Millennials’ attention is through Facebook and Instagram.
2. Will offering promotions via Facebook and Instagram generate higher millennial
business?
When we interviewed at the start of this project, we found that our interviewees got
information from social media, Facebook and Instagram in particular. Through referencing the
Ka-Ko-Jo’s Facebook page, and confirmed by Sean, the fun center does not conduct a lot of
social media posting. We decided to research whether or not social media posting would
generate greater millennial business.

The variables we tested were the frequencies of which platforms Millennials use when
looking for things to do. The survey taker choose which platform, Facebook, Twitter, Instagram,
Google, Snapchat, and Groupon, that they use when looking for things to do. According to this,
our research of 485 people surveyed, 270 of them said they pay attention to advertisements on
Facebook, and 174 of them pay attention to advertisements on Instagram. Spending money on
advertising, in any form, on Facebook, Instagram, Google, or Snapchat, will be effective in
reaching the millennial market.
Promotions that ask followers to like or share a post on Facebook, or to use a Snapchat
filter, are easy ways to get more traffic to Ka-Ko-Jo’s pages. One thing we did not account for
was Google. 343 of people say they use Google to look for advertisements. One possible
explanation we came up with, is Millennials will search for discounts on Google. Also,
Ka-Ko-Jo’s has the opportunity to utilize the, “things to do near me” Google search. Through
updating and providing proper meta tags on the back end of the Ka-Ko-Jo’s website, search
results on Google will bring up Ka-Ko-Jo’s more often. This coding will match a Google search

for key words other than the exact name of the business. Words like “escape room,” “Putt-putt,”
“Mini Golf,” etc. would help Ka-Ko-Jo’s be found on Google faster, instead of on the second
pages of searches.
3. Will using “tribe marketing” be the most effective way to reach groups on campus to
boost attendance for escape rooms?
The idea of “tribe marketing” has come about through the social media revolution. Seth
Godin explains the phenomenon of people with similar interests, looking to connect with each
other to talk about their interests. Taking this idea and applying it to groups on campus, we hope
to boost the attendance in Ka-Ko-Jo’s escape rooms. We created an overarching research
question that asks whether or not using “tribe marketing” will be the most effective way to reach
groups on campus to boost attendance in escape rooms. Through our secondary research, we
found that group organizations like to do team building activities. Consequently, we researched
to see if groups’ interest in team building activities, can translate into generating interest in
escape rooms as a team building activity.
Figure 3
We found that there is an extreme significance between people that said they are in an
organization on campus, and people that said they thought an escape room would be a good team
building activity. The variables in this question are if people responded ‘yes’ or ‘no’ to using

escape rooms as team building activities. From the 485 people surveyed, 238 of them were in a
student organization on campus. According to our secondary research, we found that roughly
half of the UNC campus is involved in some type of organization. 272 people out of 485 people
surveyed, reported as being part of an organization. Of those 272 people, 237 people said “Yes,
their organization would be interested in an escape room as a team building activity.” Teams
and organizations would be an easy target market to hit for Ka-Ko-Jo’s. By running competitions
nights for teams to test their skills against each other.
4. Are UNC students aware of the escape rooms in Greeley?
We wanted to explore UNC student awareness about escape rooms in Greeley. There are
five escape rooms within two and a half miles of the University Center. In addition to student
awareness of escape rooms in Greeley, we also wanted to find out if they are aware of the escape
rooms in Ka-Ko-Jo’s.
Figure 4
We asked survey participants if they have heard of any of the escape rooms in Greeley.
We listed Colorado Escape, Ka-Ko-Jo’s, Q: the Live Experience, Greeley’s Great Escape, and
Ruse the Escape Room. We asked the participants to select each escape room that they were
aware of in Greeley. There was also a ‘none’ option, in the event that the participant knew
nothing about the existing escape rooms in Greeley. The variables were the five different escape
rooms, and whether or not the participant has heard of them. We also included a ‘none’ option, to

identify if the respondents didn't know about any of the escape rooms listed. From our findings,
out of the 485 millennials surveyed, 96 of them were aware of Ka-Ko-Jo’s escape rooms.
Ka-Ko-Jo’s had the third highest number when it came to awareness, but is very close to
Greeley’s Great Escape. However, just because Ka-Ko-Jo’s had the third highest number out of
the five in Greeley, 96 is still a very low number. Ka-Ko-Jo’s needs to keep reaching out to the
millennial market to ensure that they are aware that the fun center also has escape rooms.
5. Will UNC students be more drawn to Ka-Ko-Jo’s if they offer promotions geared
towards college students?
During our initial interviews, we found mixed results in response to the idea of discounts
and promotions at Ka-Ko-Jo’s. While some people did show interest, at the time we were unable
to isolate which discounts were the most appealing to our target population. Because there are
now a few different options here, in terms of discounts, we wanted to determine if any specific
promotions are favored by our sample of UNC students as a whole.
We began by running a one-sample t-test and comparing the means of responses to 6
promotional offers: movie with an escape room, meal with an escape room, buy 3 escape room
tickets get 1 free (group rate), $5 arcade game with escape room (group rate), food discount
(group rate), and bundling and escape room with another activity (group rate). Participants
responded on a likert scale which indicated interest for the first to promotions and likeliness to
buy with the last 4 promotions. It should be noted that the amount of responses to each question
varied between 482 and 484, meaning some means are lacking response from 0.04% of the
sample.

Figure 5
The graph above shows that as a whole, UNC students preferred bundling with other
activities the most at a mean of 4.1. This would indicate that they are most likely to purchase an
escape room ticket, if this option is offered. The second most popular promotion was offering a
meal with an escape room ticket, at a mean of 3.95. From this data, we can conclude that the
general consensus among UNC students is that they are most interested in utilizing this
promotion. Promoting these two options on the most popular choice of social media for ads,
Facebook, may have the best chance in reaching the Millennial market. Additionally, promoting
these deals in Bear Bucks, which is directed towards UNC students, may also have success in
bringing in this portion of the Millennial market.
More in depth Findings
1. Do males in an organization prefer certain traits of escape rooms?
When thinking about the people surveyed, we thought it was important to see what
people look for when they go to a place like Ka-Ko-Jo’s. We ran a chi-square analysis to find out
if there was a significance between someone's’ gender, whether they are in an organization or
not, and what they find important in escape rooms. In this test we found two main significant
factors. We asked participants, “Please rate the importance of each of these factors in the appeal
of an escape room.” They were to rate factors like, being challenged, having fun, spending time
with friends, having an immersive experience, and competing with others. The other main factor

was if the respondent was apart of an organization or not. Based on our findings, we found that
males who were in an organization responded very high to ‘being challenged’ while completing
an escape room. When Ka-Ko-Jo’s markets to groups on campus like fraternities or the club
hockey team which both are male dominate, Ka-Ko-Jo’s should make sure these organizations
know how challenging the escape rooms are. Or, if Ka-Ko-Jo’s knows that there is a
organization that is mostly males is going to be doing an escape room, they should make sure the
level of difficulty is at its highest.
2. What do females prefer when it comes to escape rooms?
After running the Chi Square analysis to find the significance between someone's’ gender,
whether they are in an organization or not, and what they find important in escape rooms, we
found not only men in organizations prefer being challenged, we also found that women prefer
the immersive aspect of escape rooms. We found there is a high significance between women,
not necessarily in an organization, that find immersive experiences appealing. According to this
research, women like the themes, sounds, and challenges all add to the experience that comes
with the escape room. Our recommendation would be, since there is a new escape room in the

works, promote that immersive experience more than anything else. This will appeal to the men
being challenged and also the women being fully immersed.
3. Do specific colleges have a better awareness of Escape Rooms in Greeley?
We decided to run an independent t-test to see if there was a difference in the means
between each college and awareness of each Greeley escape room. So we asked do specific
colleges have a better awareness of Escape Rooms in Greeley?

We found that Monfort College of Business knew about the most local escape rooms and
the University College knew the least. We ran this test to see if specifically Monfort Students
were more aware of Colorado Escape, which is located across the street from Keptner, we found
that not only are business students more aware of Colorado Escape, but are more aware of all the
local escape rooms. We would recommend advertising in the Business School and more than in
the Performing Arts School or in the University College classrooms.
4. Does Ka-Ko-Jo’s have a reasonable price point for UNC students interested in escape
rooms?
In our initial in-depth interviews we noticed that the average amount of money students
were willing to spend on a night out was just above the cost of a single escape room ticket. We
wanted to explore pricing opinions further to see if $28 for an escape room experience is a
feasible option for the average college student at UNC.
We ran a n-way anova test to examine the relationship between respondents opinions on
how much they would be willing to pay for a 1-hour escape room experience and whether they
think $28 is a reasonable price. Willingness to pay for an escape room was our dependent factor
and whether $28 is reasonable, measured on a likert scale, was the independent factor.

We found that ideal escape room price points and opinions on whether $28 is a
reasonable price are highly correlated. Thus, the more willing a student is to pay $28 dollars for
an escape room, the higher their preferred price point. In separating responses into subgroups we
found that 161 respondents find $28 to be unreasonable, 150 were neutral, and 129 think it is
reasonable. In that sense, there is a pretty even split among opinions within those three
categories. In further examining these subgroups, we found that the first grouping, those who
feel $28 is unreasonable, has a price range between $12-$15. The second group, neutral, is
willing to pay around $17. The last group, felt that they could spend $23-$29 for a 1-hour escape
room.
In summarizing these results, we found that 311 students are willing to pay $17 or less
for an escape room while only 129 are willing to pay above $23. This may indicate that $28 for
escape room is out of range for the majority of the UNC population. In comparison, the new
college discount is much closer to the average price range of UNC college students. It should be
noted that the $21 price point is at the top of the budget for the majority of students within our
survey population.
Section V: Conclusion and Recommendation
We narrowed down our target market from Millennials to college students. From there
we broke it down into demographics, gender, organization member, and field of study.
Surrounding campus in Greeley, University of Northern Colorado and Aims Community
College, are the most concentrated areas to find Millennials. Millennials spend their leisure time
eating out, going to movies, and shopping, all usually with a group of friends. The fact that most
Millenials go out with friends sparked our interest to further research what motivates these
people go out. From our initial findings from our interviews, we concluded that college students
prefer to use promotions when going out with friends.

We focused our research questions around promotions, where to find them, and groups.
We researched a plethora of different promotions, ranging from social media to college geared
offerings. The second component is the where. We asked questions regarding where Millennials
pay attention to advertisements as well as what they reference when looking for things to do on a
night out. Based on the fact that roughly 50% of UNC students belong to a group, we looked
deeper into groups on college campuses, specifically the University of Northern Colorado.
In general, we found Millennials pay most attention to promotions on Facebook and
Google. They also find what to do during a night out on these platforms as well. We suggest that
Ka-Ko-Jo’s focuses the majority of their social media marketing efforts on Google, Facebook,
and Instagram. Promotions such as “Share/Like this post to get a free escape room admission”
“Like our page and get a free $5 gaming card,” and “post a picture of your escape time and score
to get a free round of mini golf.” Additionally, improving the back end of the website will drive
more traffic in google searches. Through updating and providing proper meta tags on the back
end of the Ka-Ko-Jo’s website, search results on Google will bring up Ka-Ko-Jo’s more often.
This coding will match a Google search for key words other than the exact name of the business.
Words like “escape room,” “Putt-putt,” “Mini Golf,” etc. would help Ka-Ko-Jo’s be found on
Google faster, instead of on the second pages of searches.
Referencing Seth Godin’s ‘tribe marketing’ strategy, we believe that connecting people
with similar interests with each other will increase foot traffic into Ka-Ko-Jo’s escape rooms.
Our research revealed that groups believe escape rooms with be a good team building activity.
Because of these two factors, we recommend group discounts and inter-group competitions.

Groups would be an easy target market to for Ka-Ko-Jo’s. One option would be to run
competitions nights for teams to test their skills against each other.
We found that very few people knew about escape rooms in Greeley. Roughly 19% of the
people we surveyed knew about Ka-Ko-Jo’s in general. Only about ⅓ of that 19% knew
Ka-Ko-Jo’s housed escape rooms. Ka-Ko-Jo’s ranks 3rd out of 5 in the awareness of escape
rooms in Greeley, so there is a lot of room for improvement when it comes to knowledge about
the fun center in general, and even more about the escape room. In order to combat this, simply
posting signage in and around the fun center specifically highlighting the escape rooms will
boost consumer awareness. Additionally, posting flyers of the escape rooms around campus and
or the Greeley mall will further enhance the effectiveness of their marketing.
The two top rated promotions among UNC students were bundling an escape with other
activities, and bundling with a meal. We concluded that the general consensus among UNC
students is that they are most interested in utilizing these promotions. Advertising these deals on
Facebook, which research showed was the most popular choice of social media, has the highest
potential to reach the Millennial market. Additionally, things such as Bear Bucks, which is
directed towards UNC students, may also have success in bringing in this portion of the
Millennial market.
Looking deeper into survey results, demographics revealed interesting findings. When
looking at the analysis between gender, organization members and preferences in escape rooms,
we found that males in organizations are more interested in the challenge aspect and females not
in an organization prefer immersive experiences. We recommend that when Ka-Ko-Jo’s markets
to groups on campus like fraternities or the club hockey team which both are male dominate,

they should make sure these organizations know how challenging the escape rooms are. Or, if
Ka-Ko-Jo’s knows that there is a organization that is mostly males is going to be doing an escape
room, they should make sure the level of difficulty is at its highest. When it comes to women,
Ka-Ko-Jo’s needs to focus their marketing efforts on making their escape rooms fully immersive
so customers think they are “really lost in space”.
We went deeper into the analysis of awareness in escape rooms to find that the Business
School, Humanities School and Natural Health and Sciences School, are more aware of local
escape rooms. Ka-Ko-Jo’s can take this information and use it in two ways. First, K-Ko-Jo’s
could market more in the weaker schools to make University College and Performing Arts
School more aware of the Escape Rooms, thus getting them to experience something new. Or,
second, Ka-Ko-Jo’s could market inside of Monfort College of Business and the Humanities
School to further reinforce students that are already aware of the escape rooms to come and try
out the escape rooms.
In terms of price point, we found that more than half of our respondents are not willing to
spend $28 on an escape room. The majority of respondents would be more likely to purchase an
escape room ticket between $12-$15. The college discount of $21 for an escape room experience
is much closer to the overall preferred price point, but it should be noted that this is considered
the maximum budget for the many UNC students. We believe that a slightly lower price point
may be much more effective in bringing in the Millennial market.
We hope our research and recommendations help in the future endeavors of Ka-Ko-Jo’s.
It was enjoyable working with Sean and the Ka-Ko-Jo’s team. We are grateful for this
opportunity and look forward to seeing how Ka-Ko-Jo’s progresses in the near future.

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Appendix A
Interview Questions:
● When was the last time you went to the Greeley Mall?
○ If recent: How often do you go there? For what reasons?
● What is your impression of the Greeley Mall?
● Do you prefer to to spend money on experiences over material items?
● Are you more likely to try a new experience if promotional offers are available?
● Are you more likely to use a physical coupon or a promotion offered via
facebook/instagram?
● What kind of ads catch your attention most and where do you notice them? Social media,
radio, TV, internet, billboard, etc.
● How much are you willing to spend on a normal night out with friends?
● When do you prefer to go out with friends? Why?
● Where do you prefer to go out with friends in Greeley?
● Is convenience (proximity) a big factor in deciding where to go out?
● Do you consider yourself a competitive person?
○ If so, do you enjoy friendly competition among friends?
● When was the last time you went to an arcade (Dave & Busters, etc.)?
● What is the first thing that comes to mind when you think of arcades? (kids, games, fun?)
● Do you know what an escape room is?
● Have you ever been to one?
○ NO,
■ What do you think they are like?
■ What would make you want to try an escape room for the first time?
■ Who would you want to go with? Friends, family, group bonding event,
etc.
■ What level of difficulty do you think you’d like?
○ YES,
■ What did you like or dislike?

■ Where have you gone to do an escape room?
■ Did you complete it?
■ Who did you go with? Friends, family, group bonding event, etc.
■ What level of difficulty to you enjoy the most?
Athletics:
Mens
1. UNCO Baseball Team
2. Men's rugby
3. UNC Football
4. UNC Men’s Basketball
5. UNC Wrestling
6. Cross Country
7. Tennis
8. Golf
9. Track and Field
Womens
1. Basketball
2. Cross Country
3. Golf
4. Soccer
5. Softball
6. Swimming and diving
7. Tennis
8. Track and Field
9. Volleyball
Club Sports:
1. Club Baseball
2. Club Figure Skating
3. Club Golf
4. Climbing Team
5. Club Softball
6. Club Swimming- Taite Henderson
7. Men's Club Soccer
8. Ultimate Frisbee
9. UNC Club Dance Team
10. UNC Club Running
11. UNC Club Tennis
12. UNC Men’s Club Basketball
13. Women's Club Lacrosse
14. Women's Club Volleyball
15. Women's Rugby

Other Clubs:
1. 7 Thunders: Bible study club
2. African Student United
3. AIPG Geoscience Club
4. Alpha Kappa Lambda Fraternity
5. Alpha Kappa Psi
6. Alpha Psi Omega
7. Ambassadors for Student Leadership
Club
8. American Chemical Society Student
Affiliate at UNC
9. American Indian Student Organization
10. American Meteorological Society
11. American String Teachers Association
12. Anthropology Club
13. Art History Club
14. Athletic Training Society
15. Bear Catholic
16. Bear Den
17. Bear Hug
18. Best buddies club
19. Biology Club
20. Chaos Improv
21. Chinese Culture Club
22. Christian Challenge
23. Clay Club
24. Club Quidditch
25. Delta Mu
26. Delta Sigma Pi
27. Design Technology Student Association
28. English Education (EED) Club
29. Film Production Club
30. Financial Management Association
31. French Club
32. Gender Studies Club
33. German Club
34. Habitat for Humanity Campus Chapter
35. Hello My Name Is...
36. History Club
37. Independent Women's League
38. Interfraternity Council
39. International Ambassador Program
40. Investments Club
41. Kappa Delta Pi
42. Lambda Sigma Upsilon
43. Lambda Theta Nu Sorority Inc.
44. Law Club
45. Management Society
46. Monfort College Student Council
47. Mortar Board National Senior Honor
Society
48. National Society of Collegiate Scholars
49. NHS Student Council
50. Northern Lights- Women's A Capella
51. Panhellenic Council
52. Phi Sigma Pi National Honor Fraternity

53. Ping Pong Club
54. Pre-Health Professionals Club
55. Professional Accounting Association/
Beta Alpha Psi
56. Psi Chi
57. PVA Student Council
58. Sigma Delta Pi, UNC Pi Zeta chapter
59. Sigma Lambda Beta International
Fraternity Inc.
60. Sigma Lambda Gamma National
Sorority Inc.
61. Sigma Tau Delta
62. Sigma Tau Sigma
63. Sociology Club and Alpha Kappa Delta
(AKD)
64. UNC College Republicans
65. UNC Marketing Club
66. UNC Navigators
67. UNC Students for Life
68. UNCO Brewing Science Club
69. UNCO College Democrats.
70. UNCo eSports Club
71. UNCO Geography & GIS Club
72. UNCO Super Smash Club
73. UNCOTS (University of Northern
Colorado Opera Theatre Society)
74. Underground Theatre Project
75. United Student Literary Voices (The
Crucible)
76. Vocal Iron A capella group
77. Write For Market
78. Young Life College
Greek Life Organizations:
Sororities:
1. Alpha Phi
2. Sigma Kappa
3. Delta Zeta
4. Alpha Sigma Alpha
5. Alpha Omicron Pi
Fraternities
1. Delta Tau Delta
2. Sigma Chi
3. Pi Kappa Phi
4. Pi Kappa Alpha
5. Lambda Chi Alpha
6. Delta Sigma Phi
7. Alpha Kappa Lambda
8. Delta Chi

Size of the focused groups
● UNC Hockey Team: 35 (Erin Pruter- Team Coordinator)
● UNC Sorority: Alpha Phi 100 (Lindsey Koehn- President)
● UNC Fraternity: Delta Tau Delta 53 (Jacob Aiello- President)
● MCB Marketing Club: 45 (Aaron Zimola- President)
● UNC Student Senate: 24 (Kaiti Lukins- Counselor for the College of Humanities and
Social Sciences)
● Special Olympics: 4300 (Northern Colorado Region)- Ashtyn Eggar
● Women's Club Lacrosse: 12 ( Julia Kamlet- Captain)
● Northern Colorado Riders: 34 (Rachel Currington- founder)
● Order of Omega: 40-50 (Rylee Portman- President)
● Northern Colorado ROTC: 20 (Gabby Bruno)
● Texas Roadhouse Serving Team: 60 (Sierra Fox)
● Hello My Name Is…: 17 (Sam Shunecker)
● Red Lobster Serving Team: 20 (Christian Martinez)
● UNC Track & Field Team: 70 (Demetrius Graves-Team Captain)
Appendix B
Data display
Respondent Excerpt Code Themes
5 out of 9 Been to Greeley Mall within last month 5 GM Frequency
9 out of 9 Dissatisfied with Greeley Mall 9 SGM Perception
8 out of 9 Willing to $30+ on night out 8 MON Spending
8 out of 9 Utilizes promotional offers 8 PROM Promo/Discount

7 out of 9 Best reached through Social Media 6 SM Reach
3 out of 9 Has been to an escape room 5 INT Awareness
6 out of 9 Interest in escape rooms 5 ER Interest
Themes Quotes
Perception
of Greeley
Mall
“Cruddy, because it looked like there was nothing in there. It just looks
dead, like its vacant.”
“It gets worse, every time I go there. There’s a store that is closed almost
everytime I go there. And the stores that are there are not the best.”
“I feel like the stores there now are just not target towards me or my
demographic.”
“Uhm, not the greatest. It starts with the exterior, just the way that its
upkeep. The first feeling you get from the Greeley Mall is not one of
quality and then you walk and there’s not the greatest selection of stores.”
Willingnes
s to spend
money
“On a normal night? Just on me? Um… $30 or $40 bucks.”
“With dinner like 100 bucks. Without dinner closer to 50.”
“It depends what we are doing but if I’m feeling generous I’d say maybe
$30.”
“Ummmmmm, under $100 hopefully.”

Awareness
of Escape
Rooms
“Yes. Like, 3 or 4.”
“I like that it was decorated to a theme. I felt like I was really in that
situation or in a movie. I also really liked that every time we solved
something secret doors or passageways would open. The only thing I didn’t
like was we accidently chose the hardest one without knowing it and had to
spend like 15 minutes just trying to start. It would have been really helpful
to get hints or something.”
Interest in
Escape
Rooms
“I want to try one. I’ve played the little escape games when I was younger.
Like the online versions of them and I always had a good time so I think the
puzzle is something I would enjoy.”
“YES! I think it would be so fun! I think sometimes team building exercises
can get a bad rep so doing an escape room would be fun and team
building.”
Appendix C
Interviews:
Interviewer: Lauren Nash
Interviewee: Ashton Opperman
Date: Feb. 14, 2018
Time: 1:00pm
Locations: Brunelleschi’s Superior
21 year-old Freshman
On the UNC hockey team
(720)-560-5956

Interviewer: When was the last time you went to the Greeley Mall?
Ashton: End of August. (When school started)
Interviewer: What did you go for?
Ashton: My roommate needed to pick up a video from GameStop.
Interviewer: How long were you there (Greeley Mall)?
Ashton: Just ran in, grabbed (the game) and ran out. Did not walk around the mall at all.
Interviewer: What was the impression you got from the Greeley Mall?
Ashton: Cruddy, because it looked like there was nothing in there. It just looks dead, like
its vacant.
Interviewer: People wise or store wise?
Ashton: Both. You can tell from the outside that there’s nothing. It just looks like it’s just a
vacant building with a few stores.
Interviewer: Do you prefer to spend money on experiences over material items?
Ashton: It depends on the situation. I like experiences but I also like material things. It
depends on the mood.
Interviewer: What if you are trying to figure out something to do with friends, what is your go-to
in Greeley?
Ashton: In Greeley, oh gosh… bowling. That’s about the only thing to do in Greeley. Um..
or a movie.
Interviewer: Would you be more willing to try something new if there was a promotion attached
to it?
Ashton: Yes.
Interviewer: Would you try something new if there wasn’t a promotion?
Ashton: Yeah, it depends on if everybody in the group was willing to do that. I wouldn’t go
just by myself to go try something new.
Interviewer: Do you think you and your friend group would be more willing to try something
new if there was a discount?
Ashton: Yeah

Interviewer: Are you more likely to use a physical coupon or a coupon offered through social
media?
Ashton: Social media
Interviewer: What kind/platform?
Ashton: If it was me, I would see it on probably Instagram and screenshot it so that it was
in my phone.
Interviewer: How much are you willing to spend on a night out with friends?
Ashton: On a normal night? Just on me? Um… $30 or $40 bucks.
Interviewer: When do you prefer to go out with friends? As in time of day or what day of the
week?
Ashton: It really doesn't matter the day of the week. It’s just more of during the evenings. I
don’t like going out during the day. During the day I’m typically more busy. Um.. and
other people are busy so it’s not a good time for really anybody to go out anywhere.
Interviewer: What platform do you notice ads the most? Radio, TV, Social Media, etc.
Ashton: YouTube.
Interviewer: The ads that you can’t skip on YouTube, do you think they are effective?
Ashton: Those are the worst. Because I typically get more mad that I can’t skip it, to be
honest.
Interviewer: So are the ones that you can skip more effective?
Ashton: I’ll normally watch the first 5 seconds, and then I’ll consider continue watching or
not based on whether or not I’m interested. But if I have to look at the think for the full 30
seconds, it makes me mad.
Interviewer: Is convenience a big factor in deciding where you go out? As in the Greeley Mall
vs. Centarra?
Ashton: No. I just want to have fun.
Interviewer: Do you consider yourself a competitive person?
Ashton: Absolutely.
Interviewer: Do you enjoy competition between friends?

Ashton: Yup. I’m not the smack-talking kind of competitive though. I kind of just go about
(my business) and let other people smack-talk me and then just beat them.
Interviewer: When was the last time you went to an arcade?
Ashton: Oh God… um…..it’s probably been at least….. Between 5 and 10 years ago.
Interviewer: What is the first thing that comes to mind when you think of an arcade?
Ashton: First thing that comes to mind would be like, video games, pinball, Pack-Man, or
ski ball.
Interviewer: Anything that comes to mind beyond the games? As in the atmosphere?
Ashton: I think it’s either kids or I mean, adults that just, that’s kind of their way of life.
Total nerds, or lonely people. Definitely wouldn’t see me there by myself, ever.
Interviewer: Do you know what an escape room is?
Ashton: Yup.
Interviewer: Have you ever done an escape room?
Ashton: Yes.
Interviewer: How many?
Ashton: Like, 3 or 4.
Interviewer: What do you like the most about them?
Ashton: Well, they are fun because they’re more difficult than I expected. Which makes it
fun. But it’s also a good experience to see other people problem solve in certain situations. I
think just sitting back and watching some people just struggle is kinda funny. Even myself.
Interviewer: So you like watching people more than actually doing it?
Ashton: Well, I mean I enjoy doing both. But I mean yeah, I laugh a lot with the way other
people handle different situations.
Interviewer: What do you not like about escape rooms?
Ashton: I don’t dislike anything about them, they are kind of fun.
Interviewer: Where have you done these escape rooms?
Ashton: All the escape rooms I’ve ever been to have been in Hilton Head, South Carolina.
Interviewer: So they weren’t even in-state?
Ashton: No, I’ve done none in Colorado.

Interviewer: Did you complete them?
Ashton: Yes
Interviewer: Every single one of them?
Ashton: Yes. ON TIME.
Interviewer: Who did you go with?
Ashton: Friends and family. It was a group, a big group.
Interviewer: It was a mix of both every time?
Ashton: No, it was always the same group. We just kinda, had a system that worked and so
we just kept tackling new escape rooms.
Interviewer: So you escape room-hopped while you were on vacation?
Ashton: Yeah, there’s this one kid that is really into it. There’s a family friend of ours that
just loves that stuff.
Interviewer: What level of difficulty to you enjoy the most?
Ashton: Moderate, but some of it gets pretty hard. I don’t mind the super hard stuff, but I
enjoy the ones that it’s not overly complicated to figure out.
Interviewer: Lauren Nash
Interviewee: Erin Prueter
Date: Feb. 14, 2018
Time: 8:30 pm
Location: Her living room
22 years old
4th year at UNC
UNC Hockey Manager
e_prueter@comcast.net
Erin: A week and a half ago.
Interviewer: Why?

Erin: My parents wanted to go to the At Home store
Interviewer: How often do you usually go to the Greeley Mall?
Erin: When my parents come up (to Greeley) and want to go to the At Home store.
Interviewer: What is your impression of the Greeley Mall?
Erin: It gets worse, every time I go there. There’s a store that is closed almost everytime I
go there. And the stores that are there are not the best.
Interviewer: What would be the best?
Erin: I feel like the stores there now are just not target towards me or my demographic. I
feel like the store are geared more toward the Hispanic community. Whereas the mall I
grew up with (Park Meadows) has a lot of variety.
Interviewer: Do you prefer to to spend money on experiences over material items?
Erin: Um.. yeah, I guess it depends on what it is. But yeah, I guess I could say experiences.
Interviewer: Are you more likely to try a new experience if promotional offers are available?
Erin: Yeah.
Interviewer: Are you more likely to use a physical coupon or a promotion offered via
facebook/instagram?
Erin: I’ll do either but probably more the one on my phone. It’s easier to access.
Interviewer: What kind of ads catch your attention most and where do you notice them? Social
media, radio, TV, internet, billboard, etc.
Erin: Social media.
Interviewer: What platform?
Erin: Facebook.
Interviewer: How much are you willing to spend on a normal night out with friends?
Erin: No more than about $30
Interviewer: When do you prefer to go out with friends? Why?
Erin: On the weekends in the evenings because I’m not working or at school.
Interviewer: Where do you prefer to go out with friends?
Erin: Well lately all we do is bowl. Or I would go to the movie theater. Yeah.
Interviewer: So bowling and movies is about it?

Erin: Yeah
Interviewer: Is convenience (proximity) a big factor in deciding where to go out?
Erin: Yeah, depending on the weather too. I don’t like to drive super far because that’s gas.
Then I would have to pay for gas and the event.
Erin: Yes
Interviewer: Do you enjoy friendly competition among friends?
Erin: Yeah
Interviewer: When was the last time you went to an arcade (Dave & Busters, etc.)?
Erin: Um.. do you mean like when was the last time I played at an arcade?
Interviewer: Yes
Erin: Oh goodness.. It’s been a long time. Probably over the summer, as in last July.
Interviewer: What is the first thing that comes to mind when you think of arcades? (kids, games,
fun?)
Erin: Uh, games. And sometimes expensive. When we looked at the arcade at The Summit
it was a minimum $20 purchase to play and that was more than I wanted to spend. I
wanted to spend on individual games rather than a $20 card.
Interviewer: So you want to do pay-as-you-go more than a lump sum?
Erin: Yeah
Erin: Yes
Interviewer: Have you ever been to one?
Erin: No.
Interviewer: What do you think they are like?
Erin: Challenging and they look like fun but I’ve never done one.
Interviewer: What would make you want to try an escape room for the first time?
Erin: I’d have to be invited.
Interviewer: Who would you want to go with? Friends, family, group bonding event, etc.
Erin: Probably friends

Interviewer: Would it be weird if your employer did an outing to an escape room as a bonding
event?
Erin: No. I don’t think so.
Interviewer: What level of difficulty do you think you’d like with an escape room?
Erin: Moderate.
Interviewer: Harmony Aiona
Interviewee: Kai Aukai
Date: Feb. 15, 2018
Time: 6:00 pm
Location: The Verge Greeley
22 years old
Business Finance Major
auka8012@bears.unco.edu
Kai: Last night.
Interviewer: How often do you go there?
Kai: 4 to 5 times a week
Interviewer: For what reasons?
Kai: I work there, at Sapporo.
Kai: Uhm, not the greatest.
Interviewer: Is there any specific reason why you feel that way?
Kai: It starts with the exterior, just the way that its upkeep. The first feeling you get from
the Greeley Mall is not one of quality and then you walk and there’s not the greatest
selection of stores.
Kai: Definitely!

Kai: Yes.
facebook/instagram?
Kai: Probably a physical coupon just because I don’t use a lot of social media but I think
for the greater majority of our generation, probably the opposite.
Kai: I don’t pay a lot of attention to ads, that’s generally something I try to skip over. I
guess I’m probably most exposed to TV ads so that’s probably where I notice them most.
Kai: I don’t go out very often and when I do it’s probably for dinner or some kind of
special occasion so anywhere $60 to $100.
Kai: Special occasions because I don’t like to spend a lot of money but if there’s a reason to
I will.
Interviewer: Where do you prefer to go out with friends in Greeley?
Kai: Nowhere (laughs). I guess now probably Sapporo because I work there and I get a
discount and know everyone there.
Kai: In Greeley, yes, because there’s not a lot of high quality places to go out here and
driving across town isn’t really worth it because the difference in quality between
restaurants on one side of town versus the other is not significant enough. Its smaller than
the physical distance between the two.
Kai: Yes and no.
Interviewer: Because you kind of do, do you enjoy friendly competition among friends?

Kai: Friendly? Yes. If it’s a friendly competition that’s where I would say no I’m not super
competitive because I understand that it’s a friendly competition and I’m not upset if I lose.
But yeah, I want to win.
Kai: High School, so 7 years ago. Maybe more.
fun?)
Kai:There’s a game, I don’t know what its called. I want to say it’s like time split or
something but it’s like a shooting game with a petal and you step on the petal to come out
from behind cover and you let go of it to go back behind cover.
Interviewer: Do you think arcades are just for family or for kids or could you see yourself and
friends going there?
Kai: Uh, honestly I’d say probably more geared towards children and families because they
kind of go hand in hand.
Interviewer: If there was alcohol offered would it change your mind?
Kai: Probably not because I’m not a big drinker.
Kai: Yes.
Kai: No.
Interviewer: What do you think they are like? Describe what you know about it…what comes to
mind?
Kai: I don’t know like a room with a lot of stuff in it that’s useless and one clue to get to…I
don’t know….I guess the next step. Then multiple steps of getting to that one clue to be
freed or escape.
Interviewer: What would make you want to try an escape room for the first time?
Kai: I want to try one. I’ve played the little escape games when I was younger. Like the
online versions of them and I always had a good time so I think the puzzle is something I
would enjoy.

Interviewer: Like the real life version of childhood games you enjoyed?
Kai: Yeah, exactly.
Interviewer: Who would you want to go with? Friends, family…
Kai: Friends or family. But both at the same time.
Interviewer: What level of difficulty do you think you’d like? Like a shorter kind friendly
version or a longer one geared toward adults.
Kai: Are there only two options?
Interviewer: Yes
Kai: Probably the harder one because the group I’d go with are all adults so an easier one
would be kind of ridiculous.
Interviewer: Brandee Villano
Interviewee: Jacob Schneider
Date: Feb. 17, 2018
Time: 10:00 am
Location: in the car
21 years old
2 year at UNC
auka8012@bears.unco.edu
*Pre Ka-Ko-Joe’s Visit
Jacob: Month ago.
Interviewer: How often do you go there?
Jacob: Probably once a month
Interviewer: For what reasons?
Jacob: Usually to go to the movies.

Jacob: It’s pretty run down.
Interviewer: Is there any specific reason why you feel that way?
Jacob: Because a lot of the stores are no name stores and there are empty stores in there.
Jacob: I’d rather spend money on an experience.
Jacob: Yeah if there is a promotion I am more likely.
facebook/instagram?
Jacob: Probably my email, because that’s where I get notifications the most.
Jacob: Radio. I listen to the radio more than anything.
Jacob: With dinner like 100 bucks. Without dinner closer to 50.
Jacob: Thursday’s night to Sunday night because I only have classes Tuesday and
Thursday. And I am not currently working so I can stay up later and not regret it.
Interviewer: Where do you prefer to go out with friends in Greeley?
Jacob: Umm movies and Ihop. Movies, because that’s one of my favorite thing to do.
IHOP, because I like breakfast.
Jacob: Yes, because it’s less gas and less time.
Jacob: Yes.
Interviewer: Because you kind of do, do you enjoy friendly competition among friends?
Jacob: Yes. Because it makes things more fun. Mario Kart is more fun with more people.

Jacob: We went to boondocks in January for my sister’s birthday. But we didn’t play
games. We did laser tag and bowling.
fun?)
Jacob: Air hockey because that’s a game I always play.
Interviewer: Do you think arcades are just for family or for kids or could you see yourself and
friends going there?
Jacob: Depending on arcade. Most of them are family friendly. And for all ages. Where as
Chuck-E-Cheese is for only kids.
Interviewer: If there was alcohol offered would it change your mind?
Jacob: Yes, because it’s always fun to drink and have more fun.
Jacob: Yes.
Jacob: Yes.
Interviewer: What do you think they are like? Describe what you know about it…what comes to
mind?
Jacob: Ummm, I mean they are a guess an activity that you have to use your head and
think outside of the box and do it fast.
Interviewer: Who would you want to go with? Friends, family…
Jacob: Friends more.
Interviewer: What level of difficulty do you think you’d like? Like a shorter kind friendly
version or a longer one geared toward adults.
Jacob: The longer one, you get your money's worth.
Interviewer: What if the shorter one was considerably cheaper?
Jacob: Probably still the longer one.
Interviewer: Brandee Villano

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