We had the good fortune of connecting with Kara Frenkel and we’ve shared our conversation below.
Hi Kara, can you walk us through the thought-process of starting your business?
Moving Target ATL was born as a result of COVID-19. In March of 2020, I was running a national multi-brand entertainment company with one of the industries being Axe Throwing. Once all locations were forced to close, my role immediately changed to remote management with a goal to keep the management teams engaged and ready to return when “we flattened the curve.”
After 3 months, it was apparent that we were not reopening anytime in the near future. In June, I resigned to determine what my “next” would be. After 2 months of trying to figure out what I wanted to do, my husband saw a sketch of an axe throwing trailer and it peaked my interest for sure.
The only part of the entertainment industry that I found challenging was the fact that although customers were coming to us for fun and entertainment, they often arrived already frustrated due to traffic, delayed ride shares, late arrivals requiring shortened sessions, etc. Mobile entertainment would remove all of these obstacles, and truly allow the experience to be logistically simple and truly enjoyable for the hosts and guests.
With my background and experience, I knew the brick and mortar business and industry well, and now I would quickly have to learn the uncharted territory of mobile entertainment.
My husband and I both agreed that we would only take on this challenge if we started with an excellent product that we would be proud to have pull up to our company or neighborhood. So the designing and planning began.
By Mid August 2020, we had purchased our first trailer, finalized the design, and started the build out. My husband built the entire unit with the exception of the welding.
November 1, 2020 we were in business with 7 events already on the books.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My background has always been in guest service and executive management. Providing consumers MORE than they expect has always been a passion of mine, even when the businesses I represented were not my own. I always ran companies as if they were mine, and this elevated the expectations of the guest service my locations provided.
I was in the Entertainment business including axe throwing brands for 4 years prior to Moving Target ATL coming to fruition.
I never would have imagined that at 50+ years old I would start a mobile axe throwing event company. This journey has been a wild one, and so much more than I ever expected 2 years ago.
Has it been easy? Not at all. Working for yourself never is.
Has it been fun? Absolutely! That is what makes every day worthwhile.
Right when we got really good at our craft, we started over and added an additional unit to allow for twice the availability and started training new owner/operators. Now we have currently completed the partner process again and have added our newest owner/operator and unit three is being built. Here we GROW again!
I am so proud of the amazing brand that we have built, and how quickly the brand recognition in GA has grown. There is so much that sets us apart from other mobile axe throwing companies. Since 2020, the mobile axe throwing industry has exploded across the country. There are now probably hundreds of mobile units, yet none that I feel touch what we have created. Not only do we provide a top notch product, we offer a full interactive and engaging guest experience second to none. Anyone can provide axe throwing on-site, but with Moving Target ATL, we focus heavily on all of the additional unexpected perks that we offer to our clients and guests. We shoot for a “wow” experience at every event and we always over-deliver.
One of my favorite quotes has also become our mission in everything we do. “Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction, and skillful execution.”
What makes us different than the others? EVERYTHING! Namely a few would be…
~ 6+ years direct Industry experience and knowledge. (also 25+ years of guest experience experience.)
~ An exceptional, aesthetically pleasing, well built unit with all the extras and details that most wouldn’t feel are expected.
~ Various custom game models for your specific event.
~ A full Axe-Pert team to run the event start to finish vs a one man show.
~ An engaging and immersive EXPERIENCE vs a simple activity.
~ Axe-Perts who are well trained and invested in every throw providing an exceptional time for everyone even first timers.
~ Sideline pop up “heckler” bars for spectators to enjoy the fun and be fully engaged even if they choose not to play.
~ Amazing axe throwing playlists and sound system to add to the experience.
~ On unit technology for scoring and competitions.
~ Custom, fun photo shields to make the event memorable and fun.
~ Event staff to capture photos, videos, and slo-mo videos throughout the event that can be provided to the host following
the event.
~ Custom bullseyes, logo target boards, and many other added choices to make events fully customizable for clients or
hosts.
~ Certificate of insurance provided with property owners added as additional insured protecting the company or property
owner from any risk in relation to the event.
We will never stop improving what we do, and are so excited to continue expanding territories throughout the state with additional units and new owner/operator partners.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Gosh! What a great question. Just as many locals, we don’t experience the city near as much as we should. Another challenge to working for yourself! We don’t frequent the top city attractions much, but we do have favorite spots for sure. Qualusi vineyards in Acworth is a hidden gem and one of our favorite wineries. Live music is a must, so listening rooms like Rootstock in Woodstock or catching an outdoor concert would for sure be on the itinerary.. And again, Rootstock in Woodstock would be a must for dinner. If there was time, visiting the small North Georgia cities like Blue Ridge or exploring the many north Georgia waterfalls would be great as well.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I can honestly say that my husband, Bill, pushed me to start this venture. Starting a company to bring people together during a pandemic sounded a little off at first. Little did we know, it would be the best thing for allowing people to get together in an open air space, and enjoy life again in a world of mandates and solitude. Without his insight, fortitude, and support, this crazy business would have never happened. Can you say, “leap of faith?”
Website: www.movingtargetatl.com
Instagram: https://www.instagram.com/movingtargetatl/
Facebook: https://www.facebook.com/movingtargetATL/