The Milwaukee Post

By CHRIS BUCHER Conley News Service WAUKESHA — Virtual reality isn't the future; it's already here. According to statistics provided by KZero, $3.8 bil- lion in revenue was created by virtual reality products in 2016. That's a huge increase from the $2.3 bil- lion in 2015 and the $90 mil- lion in 2014, when the tech- nology started to emerge. This year, KZero forecasts that the products will gen- erate $4.6 billion in revenue and then $5.2 billion in 2018. As the popularity and revenue continue to rise, various industries are seek- ing ways to capitalize on the technology. In retail, companies such as Lowe's are finding innovative ways to use vir- tual reality. The home improvement company in 2015 launched a "Holoroom" in 19 locations in the United States. The "Holoroom" is a home improvement design and visualization tool that allows customers to visual- ize the room of their dreams. In media, numerous out- lets are flocking to the tech- nology. Last year, The Huffington Post purchased and introduced "Ryot," which gives users virtual reality news videos about various news subjects. For those in the health care industry, the improve- ments in virtual reality over the years have helped surgeons prep for certain operations. A company known as Surgical Theater allows surgeons to gain a larger grasp on a patient's brain prior to neuro- surgery, giving them the ability to explore a 360- degree view of the brain before the surgery to spot any critical issues. Advertisers are also slowly moving in on virtual reality as well, though it's not entirely sure which route companies will take. Enhancing Escape Chambers With its popularity and unique uses on the rise, it seemed like a great idea for Escape Chambers, 2246 W. Bluemound Road, to add virtual reality to its reper- toire. The location is an amusement center while the two Milwaukee County venues are recreation cen- ters. They are at The Shops of Grand Avenue, 275 W. Wisconsin Ave., Milwaukee, and 4251 S. 27th St,, Greenfield. So for the last two months of its four-month existence in Waukesha, Escape Chambers added a virtual reality element, allowing customers to expe- rience the technology in a game-based scenario. Although its main focus has been its team-building scenarios in which partici- pants have to find a way to solve a riddle-like scenario to exit a room, adding vir- tual reality has gone a long way toward attracting cus- tomers, Escape Chambers Director of Marketing Ben Holt said. "Most people when they're done (in an escape room), we show them we have VR and they say, 'That's cool, I've seen that,'" Holt said. "I'm con- stantly surprised by how many people have not been able to try it. And then the people who do it, they're shocked by how good the technology is." The virtual reality games and experi- ences at the location include archery, scary situ- ations, a roller coaster and a lot more. The virtual real- ity at the facility runs on HTC Vive and requires a high-quality computer and a large open space. To get the full experience, users put on digital goggles, head- phones and hold a con- troller in each hand to uti- lize most games. Holt said once beginners try it for the first time, he generally hears how blown away they are about the realistic nature of the entertainment system. "If you come here on a Friday night, the place is a zoo," Holt said. "We've got kids laughing their butts off and their parents hav- ing a good time. It's pretty crazy." He said he has no idea what virtual reality's future holds with improved capabilities. "I can't imagine what it's going to be in five to 10 years," Holt said. "The technology they have right now is fully immersive, it uses sounds and sights to the point where your body isn't believing what it's see- ing. You actually physically react to what's happening even though you know you're standing in a square room." Email: cbucher@conleynet.com 6 • Milwaukee County Post • January 27, 2017 BUSINESS State unemployment rate lowest since '01 MILWAUKEE — Wisconsin's unemploy- ment rate is at the lowest rate it's been since 2001, according to the Department of Workforce Development. The 4 percent rate in December 2016 is down from the 4.1 percent that the DWD reported in November 2016. Nationally, the unemployment rate in December went up to 4.7 percent, increasing from the 4.6 per- cent it reported in November. "Wisconsin's unemployment rate and the number of unemployed Wisconsinites are at their lowest points since 2001, and the state's labor force participation rate contin- ues to outpace the national rate," DWD Secretary Ray Allen said in a statement. "While these indicators show (Gov. Scott Walker's) focus on developing the work- force is working for millions of men and women across the state, it also underscores the challenge to find enough people to fill job openings that employers have available today." The private sector in Wisconsin didn't grow much in the month, adding just 900 jobs in December. Aurora Health Care names new leader of area facilities MILWAUKEE — A new president will now head two of Aurora Health Care's Milwaukee-area facilities. Jessica Bauer will be president of Aurora Sinai Medical Center, 945 N. 12th St., Milwaukee; and Aurora St. Luke's South Shore, 5900 S. Lake Drive, Cudahy, according to a press statement issued Wednesday by the health care system. Bauer is replacing the retiring Carolynn Glocka. Bauer was previously vice presi- dent of operations at two hospitals and a number of outpatient clinics for SSM Health in Missouri. "Jessica is an accomplished health care leader who will help ensure that our patients receive the right care," said Steve Francaviglia, president of the Greater Milwaukee South Patient Service Market, according to the press statement. "Jessica's commitment to operational excellence will build upon Carolynn's legacy and guide these hospitals toward a strong future." Chris Bucher/Conley News Service Escape Chambers Marketing Directing Ben Holt demonstrates a new virtual reality element Jan. 12 at the company's Waukesha location. Special tech impacting all industries The future is now with virtual reality

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