Imagine — you're weaving through snowy mountains, tugged by a small aircraft.
A blast of cold air and a flurry of snow hit you as disembodied voices bicker over details of an unknown mission.
You feel a sudden change in gravity as you're jostled and shaken from an apparent steep descent.
But a look at the edge of the screen reminds you that this is all happening in a small dark room nestled in a Richmond arcade.
The Skyrider XD theatre ride is the latest addition to E-Spot, a Richmond arcade that has served the community for 35 years.
Its current owner, Erick Lee, recently installed Skyrider XD as the latest strategy to improve the arcade.
"Because we've (already) got the newest games," he said. "Nothing (else) I can do to improve it."
E-Spot was not always known for its wide selection of Japanese and Chinese arcade games.
It started as a snooker spot called Snooker City on Alderbridge Way, and was later transformed into an internet cafe armed with 50 computers and 10 Xbox consoles.
Its transformation continued when Lee and his partner took over the business in 2008, starting with electronic dart machines that were all the craze in Asia but still unknown to Canadian customers.
It takes longer for trends to take hold in Canada compared to Asia, Lee explained, but, when they do, they also remain popular for a longer period.
Keeping a competitive edge
"I'm very happy in this industry because everybody who comes has a smile on their face," Lee told the Richmond News.
Lee, who used to import pulp and paper, took over the arcade in 2008 after closing his business on the cusp of the 2007 global financial crisis.
In addition to E-Spot, he owns several arcade machines at Parker Place and TBC Indoor Kart Racing in Richmond, as well as in downtown Vancouver and at Tsawwassen Mills.
He's currently working on opening an arcade at UBC and he also operates as the North American distributor for Japanese arcade machine suppliers.
"I was lucky," said Lee, adding he decided to leave the paper and pulp industry after a banker warned him of the impending troubles.
He decided to go into the arcade business instead because of its resilience amid the economic downturn.
"For example, the economy this year is not so good. But actually, our business improved in February because (our customers) are mostly students," Lee explained.
When social outings such as going to the movies and grabbing a meal at a restaurant become too expensive for students, the arcade offers a more affordable alternative.
E-Spot's range of games also includes older and cheaper machines to provide more options for customers.
Lee thinks E-Spot's size and collection of Asian arcade games are some of the factors that give it a competitive edge. From pool tables to claw machines, arcade games to Mahjong tables, Lee ensures there's something for everyone.
Another key to survival is staying up to date on international arcade trends, Lee added.
E-Spot stands out among its competitors such as the REC Room in Brentwood by focusing on games from Japan and China that Lee discovers on his market research trips to Asia.
"You've got to move your butt," he said.
But at the end of the day, the rules of the game are up in the air.
"I learned everything (myself). This industry is very funny — there's no book," he said, comparing it to the fame and popularity of pop stars.
"There's no one formula. If there (was) a formula, everyone (could) become Taylor Swift."
Entering the unknown
Skyrider was another addition Lee discovered while he was in Asia.
The immersive ride is akin to the Transformers ride at Universal Studios and involves a car on tracks, a widescreen and physical effects such as water droplets, wind and snow. Lee also plans to add a scent element to the ride in the future.
Unlike the Transformers ride, however, Skyrider boasts of a wider variety of stories that customers can experience. From soaring in the air with the triceratops to embarking on a precarious mission in the snow, the ride offers varying degrees of intensity depending on the customers' preferences.
The soft opening for the Skyrider ride began at the end of February, and Lee's goal is to get as many people to try it as possible so he can work on improving the experience.
Customers who have tried out the ride have given positive feedback so far, but it took some convincing on Lee's part to get them to give it a chance.
But just like the electronic dart machines, Lee is confident in this new era for E-Spot because of Skyrider's different scenarios and games.
"(Skyrider), I will say (it can last) for the next 10 or 15 years. No problem," he said.
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