The Three Amigos


The Three Amigos – Rick Iceberg, Ben Jones and George Smith – created the Face 2 Face Entertainment Conference (F2FEC) Experience. While 2015 marked the inaugural F2FEC conference, the trio’s nickname dates back far before the co-establishment of the event.

“The name was originally cast to describe the three of us in an unflattering light, and we adopted it as brothers in solidarity.”

– George Smith, co-founder, F2FEC.

Each F2FEC co-founder has established a unique, renowned reputation in the FEC industry – combining to create the trifecta that is The Three Amigos. Together, the Amigos have a combined 99 years of experience in family entertainment.

Rick Iceberg started in the entertainment business in 1974, and has quietly been building the 25-acre C.J. Barrymore’s in Clinton Township, Michigan into one of the industry’s finest FECs. Rick served on the board of the International Association of Leisure and Entertainment Industries (IALEI) and is a former no-nonsense contributor to the IAAPA FEC committee — making his voice for entrepreneurial leadership receive unparalleled admiration.

Rick was the driving force behind the format and content of the groundbreaking FEC Phoenix conference, and his passion for improving the industry by sharing results is legendary. As a spirited member of the Three Amigos, Rick pushes change and the content envelop for the ultimate F2FEC experience.

Ben Jones is a spirited entrepreneur, adventurist and business owner, and in 2013 joined Live Oak Bank as a Senior Lender / FEC Domain Specialist, where his role is to lead a team focused on entertainment  center financing. Ben has a 20 year history as a multi-facility developer and operator of FEC’s and has been involved with more than 18 business start-ups and acquisitions, and his expertise extends from commercial real estate and family entertainment centers to event planning and professional sports.

Ben is a chartered recipient of the IAAPA Certified Attractions Executive (ICAE) certification, completed a six-year run with the International Association of Amusement Parks and Attractions as its FECs specialist and is the co-creator of the FEC Phoenix conference format. As one of the Amigos, Ben is the architect behind the Face 2 Face Entertainment Conference and EPIC experience.

George Smith has been in the entertainment/amusement business for more than 30 years. During his industry tenure, he has been involved in all facets of facilities operation and management, including owner, operator, supplier, designer, manufacturer and distributor. As the former VP of Operations for Namco Cybertainment, George dealt with all aspects of day-to-day facility management, including the operation of nearly 500 store locations.

George now leads multiple companies – most notably he is the President of Family Entertainment Group – and operates high-profile FECs in more than a dozen states. George is a past president of IALEI, a former member of the IAAPA FEC committee, the co-creator of FEC Phoenix, and a highly respected voice and ambassador to many of the industry’s leading companies and organizations. As an Amigo, George completes the founding trio and brings ambassadorship to the F2FEC experience.

Even though the trio’s individual situations have changed over the years, one thing remains constant – their shared passion for the FEC industry. Together, they have a desire to give back and a goal to bring people together for the greater good of business owners and their guests – F2FEC is the Amigo’s way of achieving that goal.

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