The family entertainment center market is constantly evolving, with operators searching for new ways to increase profitability without raising ticket prices. Leanne Howell, a former classroom teacher turned entrepreneur, found a unique solution. She opened Imagine That Indoor Play Village in Madison, Georgia, and quickly discovered a monetization strategy that many attraction owners overlook. Her 6,000 square foot facility features mini storefronts where children role-play in adult professions. While general admission and party rentals bring in steady cash flow, her most lucrative strategy involves area-based corporate sponsorships.
Leanne transitioned from teaching Pre-K to first grade into the business world after observing her son’s love for role-play. She wanted to build a space that merged imagination with education.
“I just wanted to create a place where imagination could run wild, but also have that education experience.”
Leanne Howell, Imagine That Indoor Play Village
The core of her business model relies on securing financial support from local businesses. These companies pay an annual fee to sponsor individual play structures within the village. A local grocery store sponsors the mini market, and a local vet clinic sponsors the animal hospital. This setup provides the play village with guaranteed annual revenue while giving local businesses highly targeted community exposure.
“Your sponsorship model is something many attraction owners are overlooking as a serious revenue opportunity.”
Demetri, Attractions Insights Podcast
Securing these partnerships required a strong visual pitch. Leanne used Pinterest boards, videos, and notebooks to help potential sponsors see her vision before the building was even finished. She also tapped into a local entrepreneur support group called “The Wheelhouse” to network and refine her approach.
Marketing an indoor play village in a small town requires a different approach than running ads in a major city. Leanne leaned heavily on organic community building. She offered a free play session for 15 to 20 kids in exchange for photos and videos. That single Facebook post generated 160 comments in two days, with an estimated 300 to 500 kids wanting to participate. The day after the filming session, her facility was completely booked. Operators looking to build similar momentum can benefit from a strong digital marketing strategy that goes beyond one-off social posts.
“Word of mouth is where it’s at… especially in a small town like Madison.”
Leanne Howell, Imagine That Indoor Play Village
“This is an example of layered marketing… It’s not just about social posts. It’s about long-form storytelling, SEO visibility, YouTube presence, backlinking authority, and positioning the business as a destination.”
Demetri, Attractions Insights Podcast
Operational choices also play a huge role in the success of the business. Leanne originally planned to allow 30 kids per two-hour session. She quickly realized that packing the room degraded the customer experience. She reduced the hard limit to 20 kids per session. This decision prioritized guest comfort over maximum immediate capacity, leading to better reviews and repeat visits. Many family entertainment centers face the same challenge of balancing capacity with quality of experience.
Cleanliness is another non-negotiable operational standard. Her team cleans and disinfects the entire 3,000 square foot play area after every single session. They also perform deep cleans and paint touch-ups weekly.
Durability matters just as much as cleanliness. Leanne learned early on that cheap toys only last about two months in a commercial environment. She shifted her purchasing strategy to high-quality brands like Melissa & Doug. While the upfront cost is higher, the toys last significantly longer, saving money in the long run. She recently added a retail section selling these same durable toys, creating another stream of income. This kind of layered revenue thinking is something arcade operators and other venue owners can apply to their own businesses as well.
Admission pricing is kept simple. It costs $15 per child, which includes one free adult. Extra adults or older children cost $5. They also sell required grippy socks for $5. The facility features three party rooms, offering a Basic package during public hours for up to 10 kids and an Ultimate package for private facility rentals up to 20 kids. Getting those party bookings in front of the right audience requires a focused Facebook ads strategy and strong local SEO.
Leanne’s journey proves that success in the family entertainment center industry does not always require massive ad budgets. By combining a unique concept with community networking and smart corporate sponsorships, operators can build a profitable and sustainable business model. If you want to grow your attraction’s online presence, explore how Attractions Marketing Pros helps venues like yours get found and fill seats.
Watch the full interview on the Attractions Insights YouTube channel: This small town play village cracked a revenue stream most operators ignore.
