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Frontier in Recruiting: Army uses simulators, games to introduce potential recruits to what it has to offer
AP Photo
Jephondra McLean, an employee of the Army Experience Center in Philadelphia, sits in an Apache helicopter simulator.
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Published: August 31, 2008
PHILADELPHIA
"Heads up! Enemy helicopter inbound!"
It's not something you'd expect to hear at a store in an American shopping mall but, then again, not many malls have Black Hawk helicopter simulators.
The new Army Experience Center, which opened Friday at the Franklin Mills Mall, is not exactly a store, although it is trying to sell something -- the military life.
Staffed by soldiers eager to share their experiences and stocked with high-tech simulators, video gaming stations and interactive exhibits, it's a new frontier in marketing for Army officials who hope to give the public a better understanding of today's military.
For instance, the Army offers more than 175 careers -- from water-purification specialist to intelligence analyst -- but not many people know it, said chief marketing officer Edward Walters.
"We didn't think we were effectively telling that story," Walters said.
The center's opening comes even as the Army has met recruiting targets the past two years, and is on pace again this year to meet its goal of 80,000, officials said. The Army has been offering more sign-up incentives and has also relaxed rules on age and weight limits, education, and drug and criminal records, The Associated Press found last year.
The glass-walled Army Experience Center -- across from a Dave & Busters arcade and an indoor skateboard park -- looks somewhat like a high-tech retail store.
And, at 14,500 square feet, it's more than three times the size of a basketball court.
A central seating area with armchairs and couches is surrounded by video installations, nearly 80 military gaming stations, a replica command-and-control center, conference rooms and simulators for Black Hawk and Apache helicopters and a Humvee.
In the Black Hawk simulator, participants sit in a model chopper and virtually fly through a mountain village, shooting at enemies as they protect a U.S. convoy headed to a medical facility.
Walters called the Army Experience Center "a marketing and sales experiment" that, if successful, could be replicated in other cities.
The facility is technically not a recruiting center, although it will handle enlistments.
Walters described it as a "nonpushy environment" that tells the Army's story in a variety of formats to anyone willing to listen. All ages are welcome, but visitors must be at least 13 to play video games.
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