On Saturday, March 3, the All Amusement Fun Center at Burbank Town Center hosted an event from 11 a.m. to 2 p.m. allowing visitors to get their face painted, request balloon animals, and play an unlimited amount of arcade games— all free of charge.
After 24 years, owners Jim and Susan Rowton are thankful for the continued influx of customers, especially since the arcade was nearly closed last year in light of the mall’s refurbishments.
Relocated from the first floor to the third floor, the All Amusement Fun Center has taken on a brighter energy and a more inviting ambiance. While many of the arcade’s games come from the previous location, half of the games are brand new. Recent additions include claw machine games, which allow patrons to play until they win a stuffed animal.
“People love that and it’s a beautiful new concept that is part of what’s called a fair play initiative that’s started in the industry and something we embraced immediately,” said Jim Rowton. “We love giving back to people. The more you give them, the more you win their business and the more you win their trust, and that’s what we’re all about.”
Among the arcade’s most popular games, racing games linked online allow patrons to compete against other gamers across the world.
Rowton also recognizes the arcade as an opportunity to show hospitality to the disabled and mentally impaired.
“We love the fact that they entrust us and feel comfortable here. It really touches us, that families come here and their kids can have a slice of normalcy and enjoy things that others of us take for granted.”
While some arcades might showcase lackluster prizes for patrons saving up their tickets, Rowton has worked hard to stock the best quality prizes for customers. From stuffed animals to Star Wars themed wallets among other items, the display case has something of interest for gamers of all ages.
“One of the things we’re most proud about is our merchandise. We work hard to shop for the community and be astute and expert buyers so we can put prizes out there that people can win easily,” said Rowton.
If a gamer is a few tickets short of the cost of a prize, a claw machine gives them the chance to win 30 to a thousand tickets to meet their goal.
“We try to be very generous about giving back to people. It’s been one of the things that made us successful over the years.”
When Los Angeles County’s last mall arcade nearly closed in 2017, the community spoke up and made it known that Rowton’s business holds a special place in their lives. With the help of Lance W. Taylor, director at CAPREF Burbank LLC, who has been overseeing the renovation of the Burbank Town Center, the arcade’s closure was avoided. Instead, the Rowtons collaborated with Taylor so that the All Amusement Fun Center would be relocated and refurbished.
“Special marketing events like this one, with a generational tenant like All Amusement, help connect the community with our tenants, and give them a reason to visit the new Burbank Town Center. We hope their experience gives them a new perspective and makes them want to come back to both All Amusement and the mall,” said Taylor.