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Urban Tool in Recruiting by the Army: An Arcade
Key Excerpts from Article on Website of New York Times
Posted: January 9th, 2009
http://www.nytimes.com/2009/01/05/us/05army.html?partner=rss...
At the Franklin Mills mall [in Philadelphia], past the Gap Outlet and the China Buddha Express, is a $13 million video arcade that the Army hopes will become a model for recruitment in urban areas, where the armed services typically have a hard time attracting recruits. The Army Experience Center is a fitting counterpart to the retail experience: 14,500 square feet of mostly shoot-em-up video games and three full-scale simulators, including an AH-64 Apache Longbow helicopter, an armed Humvee and a Black Hawk copter with M4 carbine assault rifles. For those who want to take the experience deeper, the center has 22 recruiters. Or for more immediate full-contact mayhem, there are the outlet stores. The facility, which opened in August, is the first of its kind. Philadelphia has been a particularly difficult area for recruitment. In recent years the Army has tried a number of ways to increase enlistment, including home video games, direct marketing promotions, a stronger online presence and recruitment-themed music videos. In 2007 it added bonuses of up to $2,000 for Army reservists who signed up new recruits. Civil liberties groups have criticized the Pentagon for its efforts to reach high school students. [At the arcade] conversations with recruiters [took] place in an adjacent room or the central lounge area, where there were comfortable leather chairs and a soundtrack of Janes Addiction and the Red Hot Chili Peppers.
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