High-Stakes Hospitality: Scaling Corporate Events at The Funplex ft. Sheri Murphy

From Cookie-Cutter Packages to Premium Partnerships: Strategic Lessons from The Funplex and Gatemaster

In this episode of Live with Sondra, Sondra Shannon, CEO of Gatemaster Technology, sits down with Sheri Murphy, Event Sales Manager at The Funplex, to break down what high-performing attractions get right about corporate events.

The Executive Brief

Relying on discounts is a high-stakes gamble that commoditizes your venues and attracts low-loyalty “price-shoppers” who vanish the moment a competitor undercuts you.

The Problem: Rigid bulk packages force operators into a race-to-the-bottom on price while operational constraints sabotage high-end execution and cement the “birthday party” stigma.
The Transformation: Elevate the guest experience by replacing price-shopping with valuedriven customization, operationalizing staff confidence, and rebranding your venue as a strategic accelerator for team performance.
The Strategy: Evolve from a transactional vendor into an indispensable strategic partner by using operational precision and bespoke design to dominate the corporate market.

The Strategic Framework: From Inquiry to Repeat Corporate Revenue

Sheri outlines a repeatable sprint that turns one-time corporate bookings into a dependable revenue stream.

Phase 1:
Reframe the Sale Move away from cookie-cutter packages. Customize attractions, food, bar access, and hours so clients evaluate outcomes, not line items. Price comparison disappears when the experience can’t be replicated.

Phase 2:
Engineer the First Impression Before guests arrive, perception is already set.

Branded TV screens
Personalized signage
Guided walkthroughs or pre-event tours

This is where corporate buyers stop seeing “kids’ park” and start seeing intentional event design.

Phase 3:
Remove Operational Friction Guest comfort is operational strategy.

Clear wayfinding and signage
Temperature control
Cleanliness standards
Staff alignment and mood

When physical discomfort disappears, engagement—and spend—go up.

Phase 4:
Deliver High-Energy Engagement High-thrill, high-energy attractions like go-karts, laser tag, and bowling change group dynamics.

Adrenaline breaks down hierarchy
Teams bond faster
Focus improves post-activity

This is where fun quietly turns into business value.

Operational Excellence: Leading from the Front

Sheri’s leadership philosophy is rooted in emotional regulation and ownership.

Confidence upfront builds trust before contracts are signed.
Transparency around policies prevents friction on event day.
Staff energy is contagious—calm teams create calm guests.

Operational discipline isn’t just internal—it’s felt by every guest on property.

Strategic Growth in Action: The Funplex Corporate Shift

One of the most powerful strategies Sheri shared wasn’t digital—it was experiential proof.

By hosting tours, open houses, and live sampling events, The Funplex:

Shifted market perception
Converted skeptics into buyers
Expanded corporate bookings without discounting

The lesson: Seeing is believing—and believing sells.

“Cookie-cutter packages create price shopping. When everything is customized, they stop comparing you to the park down the street.”
— Sheri Murphy, Event Sales Manager, The Funplex

Scale with Intentionality

Executing this level of customization and confidence requires more than good people—it requires operational clarity.

That’s where Gatemaster Technology fits into the growth conversation:

A single source of truth across POS, access control, and guest data
Streamlined group admissions and event flow
The operational backbone that lets teams focus on experience, not systems

When technology removes friction behind the gates, leadership can focus on scaling what actually drives revenue: exceptional, repeatable guest experiences.

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