Reporting for Gaming Duty, Sir

As an army brat, I was excited to hear about a new attraction in town-the military's first and only Army Experience Center (AEC). The AEC is a $12 million state-of-the-art information center, gaming simulation, and retail store to promote service and expose residents of Greater Philadelphia to information about military life. Without a local base, access to this kind of information has been limited.

Opened in September at the Franklin Mills Mall in Philadelphia, the AEC is the centerpiece of the Army Experience pilot program as a component of the Army's new branding strategy. Operated within the marketing arm of the Army, the AEC's goal is not to recruit new soldiers, but rather to bolster the Army's reputation and demystify military life. The soldiers present wear black polo shirts and khaki pants instead of traditional Army uniforms.

Taking a new approach to telling the Army story, the AEC makes a connection between the Army and the nation's young men and women and communicates the value of service to their country, to the Army, and to themselves. Through virtual experiences and interaction with soldiers, the center provides unique opportunities for visitors to experience the hi-tech Army firsthand and learn about the many career, training, and education opportunities available.

The AEC contains three fully interactive simulators, including an Apache helicopter, Black Hawk helicopter, and an armored Humvee. In the gaming area, visitors can play America's Army, the Army's official computer game, as well as other games on Xbox 360 consoles and networked PCs. The center also includes a retail area, café, and lounge area to interact with soldiers.

The AEC leverages the recent success the Army has had with its interactive and online marketing campaigns, such as the America's Army game (which I had the privilege of beta testing since its conception) and the Virtual Army Experience, to create an experiential center in the real world that resonates with the public.

At the AEC, visitors develop a greater appreciation for soldiers and learn how the Army has influenced soldiers' lives by making them physically, mentally, and emotionally strong, self-assured, and confident individuals, traits that bring success in both Army and civilian life. 

The Army will run the AEC as a pilot program for up to two years, analyzing results of its various innovations along the way. The Army has no immediate plans to replicate the AEC in other markets, making it a unique attraction in our region. 

With troops in combat, it's more important than ever for the Army to provide individuals with the opportunity to educate themselves about an institution that many of our friends and loved ones are a part of. Education about the military system not only expands our appreciation of how our country and freedoms are defended, it's our duty as Americans.

--Robert Lee Gordon, IV, Research Associate