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Cultivating “Second Mile Service” at High 5 Exchange, AAMA FEC of the Year Finalist, with Jenny Emley – Podcast Episode 126
Audio Links: Apple | Spotify | Amazon Music | iHeart Radio | Pandora
Episode Description
On this special episode of the Memory Makers Podcast, Russ continues our special 4-part series featuring the finalists for the American Amusement Machine Association (AAMA) FEC of the Year award!
We are next joined by Jenny Emley, one of the visionaries behind High 5 Exchange, who shares the heart behind their success, “Second Mile Service.” This principle, inspired by Chick-fil-A, challenges team members to look past the basic requirements of their jobs to create a truly outstanding guest experience.
“We really believe firmly in that second mile service. Teaching our team… you have to give them their food, you have to get them on their bowling lane. But what’s that second mile service? We want to show that amazing guest service and go that extra mile to make sure that their experience is outstanding and that they want to come back and that they feel valued.”
-Jenny Emley
Jenny explains how they tailor each new location to the specific needs of the local community—like adding pickleball in Florida or a live music venue in North Texas—rather than sticking to a rigid, one-size-fits-all model.
Key Takeaways
- Adopt the Second Mile Service Model: Real guest loyalty happens when staff do things they aren’t strictly required to do. Train your team to look for these small moments to create an emotional connection that keeps guests coming back.
- Match Attractions to the Local Community: Successful expansion requires listening to what your specific city actually wants. High 5 stays relevant by adding unique features like 15 pickleball courts and other attractions based on local demand.
- Centralize Sales to Support Operations: Moving event and birthday sales to a dedicated call center lets on-site staff focus entirely on the guest experience. This separation leads to better consistency and higher conversion rates.
- Meet Guests on Their Preferred Channels: People often prefer a quick text over a phone call. High 5 sees better engagement and faster bookings by offering non-invasive texting options for busy parents and event planners.
Special thanks to Embed for their assistance with this AAMA FEC of the Year Series.
