About FEC Playbook

    We Built the System We Wished We Had.

    We didn't set out to build another software company. We set out to solve the challenges we faced running our own entertainment facilities.

    Between managing teams, serving guests, driving sales, and keeping marketing moving, we knew there had to be a better way.

    So we combined our years of operational experience with proven industry practices to create FEC Playbook—a ready-built operating system designed to help operators work smarter, grow revenue, and spend more time doing what matters most.

    Built by FEC operators. For FEC operators.

    Meet the Founders

    Two Operators. One Shared Vision.

    Laura Zorn, Co-Founder and COO of FEC Playbook

    Laura Zorn

    Co-Founder & COO, FEC Playbook

    Founder & President, Bravoz Entertainment

    Laura Zorn spent 23 years in healthcare operations before bringing her leadership and business experience to the entertainment industry. Without a background in hospitality, she founded Bravoz Entertainment Center, a 40,000-square-foot, multi-attraction facility in Jacksonville, Florida, which she continues to lead today.

    Drawing on her experience building and operating Bravoz, Laura specializes in developing practical sales strategies, marketing systems, and operational processes that drive revenue while improving the guest experience.

    As Co-Founder of FEC Playbook, she brings an operator's perspective to technology and automation, helping entertainment businesses accomplish more without adding unnecessary work. An active industry educator and 2026 IAAPA FEC Committee member, Laura regularly shares insights on leadership, marketing, AI, and hospitality.

    Keith Smith, Co-Founder and CEO of FEC Playbook

    Keith Smith

    Co-Founder & CEO, FEC Playbook

    General Manager, The Ice Factory of Central Florida

    Keith Smith brings more than 20 years of experience in the ice skating and entertainment industry, combining operational leadership with a passion for technology, customer engagement, and business growth.

    As General Manager of The Ice Factory of Central Florida, Keith oversees a high-volume entertainment venue welcoming approximately 450,000 guests annually. His hands-on experience includes facility operations, team leadership, sales, marketing, and customer retention strategies designed to improve efficiency and strengthen guest relationships.

    As Co-Founder of FEC Playbook, Keith applies his operational and technical expertise to developing practical systems that connect customer information, streamline communications, and automate everyday processes. His focus is on helping entertainment operators use technology more effectively to improve follow-through, maximize opportunities, and build stronger businesses.

    "The Real Power of Technology Is Giving People More Time to Be Human."

    Laura Zorn, Co-Founder & COO, FEC Playbook

    We believe technology should take repetitive work off your team's plate—not replace the human connections that make great guest experiences possible. When systems handle the busywork, people have more time to focus on hospitality, relationships, and creating memorable experiences.

    We Know the Business Because We're in the Business.

    Our experience doesn't come from studying the entertainment industry from the outside. It comes from managing real facilities, developing teams, serving guests, and working to improve performance every day.

    Active Operators

    Real facilities. Real challenges. Real operational experience.

    Industry Educators

    Sharing practical strategies and insights with fellow entertainment operators.

    System Builders

    Turning proven operational processes into tools and automations that help other facilities succeed.

    What Drives Us

    Technology Should Make Running Your Business Easier. Not Harder.

    We believe great systems should support great people—not replace them.

    Our mission is to give entertainment operators the tools, automations, and practical processes to build stronger businesses while keeping hospitality and the guest experience at the center of everything they do.

    From Our Facilities to Yours.

    We built FEC Playbook to make life easier for operators like us. We'd love to show you what it can do for your business.

    Book Your Demo