Army opens virtual-reality recruiting center

Across from the skate park at Franklin Mills Mall, the Army has opened a high-tech recruiting experiment to give potential sign-ups a taste of what military life is like.

The 14,500-square-feet Army Experience Center features Disney-grade simulators that immerse visitors in missions aboard helicopters or a humvee. Visitors are briefed on their missions at the tactical operations center (TOC), which looks like a set from a Tom Clancy thriller.

Banks of Xbox 360s with plush chairs include speakers in the headrests. Participants can play popular "shooter" games such as Call of Duty 3, or kick back and just play Madden 09 football.

As younger generations become increasingly tech-savvy and their habits and routines change, Army recruitment strategies are changing as well.

"You can come in here and be put in the life of a soldier," said Amy Lindstrom, who handled public relations for yesterday's opening

Large touch-screen displays explain the more than 150 job types in the Army. One display uses Google Earth to identify Army bases around the world, and has narration that explains the type of recreation and dining outside each base.

Anyone can walk in to look around, but to use anything or participate, visitors must be at least 13, and then register and obtain a type of membership card. That means providing age and contact information.

Sgt. 1st Class Phil Cianchetti said a registrant can opt not to be contacted or receive any mail or e-mail.

"It's not, 'Hey, we got your phone number and address. We're going to send someone right over,' " Cianchetti said. "It's not that way at all."

Part of the strategy is to encourage passive recruitment. For example, the "Career Configurator" station lets people learn about jobs in the Army. They can touch the "contact a recruiter" button on the screen, and a name, address, phone number and e-mail address for a recruiter pops up. If they want, they then may leave.

"Without talking to somebody, they can learn on their own," said Maj. Larry Dillard, project manager for the new center.

Since younger people are spending more time playing video games or on the Internet, "what we did was, we got into their territory," said Cianchetti.

There are also a few things they can't get at home.

The standout attractions are the simulators of the UH-60 Black Hawk, the AH-64 Apache and the HMMWV, or humvee.

The Black Hawk simulator allows a visitor to sit in a gunner position as the helicopter flies above a convoy through hostile mountainous terrain. Once the mission begins, giant video screens encompass a player's vision with the battlefield. The Black Hawk vibrates and fans blow air to replicate the sensation of flying with the doors open.

It's realistic enough to be disorienting.

Players can fire a replica carbine rifle at enemy targets, and the rifle actually gives something of a kick.

It's cool, and that's the point. It's likely that not too many kids would sign up if the simulator made participants eat sand while carrying 70 pounds of gear on their backs.

The Army Experience Center is open during general mall hours.