Family Entertainment Center, Inc. (FECI) is one of the managing companies of SM Prime Holdings, Inc. – the country’s leading mall developer and operator today. We cater to the Filipino community in our pursuit for excellence and true satisfaction on total family entertainment. The core business of FECI is amusement and gaming thus, giving birth to the business unit of Storyland. The first Storyland branch is SM Southmall and it opened last May 1996. Its opening added new dimension to mall experiences. Currently we have over 90 Mall Rides in SM Supermalls nationwide. We are a proud member of the International Association of Amusement Parks and Attractions (IAAPA). We were able to open SM By the Bay Amusement Park last December 2011, Sky Ranch Tagaytay last 2013, Sky Ranch Pampanga last 2015, and our newest milestone in Sky Ranch Baguio last 2018.