By David Hunter
If you’ve spent any time visiting Virginia craft breweries over the past year, chances are you’ve noticed something new in the corner of a taproom — the glow of an arcade game, the thud of an air hockey puck, or the opening notes of a song chosen by the guy two barstools down. Virginia breweries are leveling up their customer experience, and a Chester, Virginia company called East Coast Amusements is quietly making it happen.
As someone who has spent the last several months visiting breweries across the Commonwealth producing testimonial videos for East Coast Amusements, I’ve had a front row seat to what this looks like in practice — and the results are hard to argue with.
The model is simple and frankly brilliant. East Coast Amusements installs arcade games, jukeboxes, and more at no upfront cost to the brewery. They handle installation, maintenance, restocking, and revenue reporting. The brewery provides the space and the power — and then collects shared revenue monthly. No headaches, no capital outlay, no new staff needed.
Selvedge Brewing in Charlottesville had unused square footage sitting idle in their taproom. Casey Robinson, taproom manager, saw it as an eyesore and a missed opportunity. When East Coast Amusements came along, the decision was easy. “Once we discovered their model, it made absolute sense,” he says. Selvedge draws heavily from surrounding family neighborhoods, and the arcade has become a natural fit. “We have a lot of families that come in here,” Casey explains, “and it’s just a really great fit for that spot.” The results have been measurable — slower weekdays are picking up, and customers are staying longer. “People are sticking around for that second or third beer while their kids play,” he says. And that extra time at the bar adds up. “That extra 10% or 15% they spend adds up over time for each group of customers that comes in.”
Over in Hanover County, Courtney White of Intermission Beer Co. had a similar story. When she and her team opened their second location — a larger, purpose-built space next to Green Top Sporting Goods — they wanted to make it a destination. Adding a full arcade was part of that vision. With the Henrico Sports and Events Center nearby drawing families for volleyball, basketball, and graduations, the timing couldn’t have been better. The arcade has helped Intermission become more than just a place to grab a beer — it’s become a place to spend an afternoon.
At Center of the Universe Brewing in Ashland, owner Chris Ray took a different route — adding a TouchTunes digital jukebox rather than a full arcade. The idea was simple: let the customers control the soundtrack. “It puts the power of the music into the patrons’ hands,” he says, “and not subject to good or bad music taste, depending on who’s behind the bar.” It’s a smaller footprint investment with an outsized impact on taproom vibe — and it’s just one of several ways COTU has been refreshing the customer experience.
For brewery owners on the fence, Casey’s parting words sum it up best. “If you have the space, it is really easy and hands-off. You don’t have to rent the machines, you don’t have to pay anything upfront. It’s plug and play. They take care of everything — and anytime you can have something going on in your taproom so you can focus on your customers and your service, that is 100% a win.”
East Coast Amusements serves breweries, bars, restaurants, and more across the region. Whether you’re looking to fill unused square footage, attract families, or simply give your regulars a reason to stay a little longer — they’re worth a conversation.
Brewery owners and taproom managers interested in learning more can visit ecagames.com or call 804-283-0214. To connect directly with Brent Klich, East Coast Amusements’ brewery specialist, reach him at 804-937-3344.
David Hunter leads Fans of Virginia Craft Breweries, the Commonwealth’s largest Facebook community dedicated to Virginia craft beer. https://www.facebook.com/groups/FansofVACB
