EpiCentre trying to attract kids with new campaign strategy

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By Linzi Sheldon

CHARLOTTE, N.C. — One of Charlotte's biggest night spots is trying to attract a new group of customers: kids.

The EpiCentre's management is making a big push to bring in families during the daytime at the entertainment complex.

It involves everything from a new campaign strategy and website rolled out in January to new emphasis on kids' activities and a kids club that Epicentre management said has 1,000 families as members.

Mary Honeycutt and her grandson Justin Miles tried out Strike City in the EpiCentre on Friday as part of a Charlotte-Mecklenburg Schools field trip.

"It's good for the kids," she said.

The Epicentre is offering free bowling for kids every weekday this summer from 11 a.m. to 5 p.m.

It's part of the big push to attract families to Uptown during the day.

"He'll be back," Honeycutt said. "Real soon."

Ed Camp, director of business development at the Epicentre, knows critics don't think of it as "kid-friendly." Bubble, a champagne bar, opened this month below the nightclub Suite.

He wants to change their minds.

"Just because you come to Suite doesn't mean you don't have children and doesn't mean you won't come Uptown for a family event," he said. "They're not mutually exclusive."

Camp said the free kids club, which features coupons to spots like Yoforia and big monthly events featuring activities like crafts, is gaining momentum.

The EpiCentre started an artisans market featuring about a dozen vendors every Friday during the summer and Camp hopes new businesses like Gold's Gym will bring in daytime customers.

Three new restaurants are scheduled to open in July, including Tin Roof, which will offer lunch and dinner.

Places like Whiskey River, formerly thought of as solely a nighttime spot, are opening earlier to serve lunch too.

Some critics, though, said it'll take more marketing and events to convince them.

"You're sitting at home with your kids, I don't imagine you'd say 'Ooh, let's go Uptown,'" Chris Sullivan said. "It's a pain."

Camp said one example of what they're working toward is L.A. Live, the entertainment complex in Los Angeles with the Nokia Theatre and Staples Center. Right now, it's hosting a Sesame Street show, but it also has clubs for nightlife.