Close by Cellarland the U.S. Army has closed five small recruiting offices, because they have been replaced by a whopper.
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At the Franklin Mills mall here, 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.
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Wolf will be there, post haste.
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The Army recruited 80,517 active personnel in the fiscal year that ended in October, slightly surpassing its goal of 80,000, though as in recent years it fell below its goal of having 90 percent of recruits be high school graduates.
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This is going to be the new model for urban recruitment centers. They are looking for the games to draw them in, so they can tell them there can be more for them in the Army than just being the combat grunts that are in the news.
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“We want to put people in the Army, but that’s about our third priority,” Sergeant Jennings said, gesturing to a kiosk with descriptions of 179 jobs in the Army, including details on salaries and benefits. “Most people think joining the Army means being a grunt, and that Iraq equals death. We try to show them that there’s more to the Army than carrying a gun. If people come in here and they learn that but they don’t join, that’s O.K.”
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But if they do want to join up, there are 22 recruiters in casual dress.
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But for the Army Experience Center, the results so far have been less than spectacular. Since it opened, about 35 visitors have enlisted. That is slightly below the previous recruitment rate at the five smaller stations, Sergeant Jennings said, at a time when the slumping economy would be expected to drive more people to enlist.
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