When Kelvin and Mandy Slater sold their five pizza locations in 2015, they did not have a massive master plan to enter the amusement industry. They just knew they wanted to build something unique on a rooftop in Atlanta. Today, Slater Hospitality operates The Roof at Ponce City Market, an 85,000 square foot eatertainment destination featuring Nine Mile Station, Skyline Park, 12 Cocktail Bar, and seasonal attractions like ice skating. Their journey provides a masterclass in how to navigate the rapidly growing family entertainment center market by blending traditional hospitality with modern amusement technology.
From Pizza to an 85,000 Square Foot Rooftop
The transition from running neighborhood pizza shops to managing a massive multi-concept rooftop attraction was far from planned. Originally, the Slaters only wanted to open a rooftop restaurant. The developer, though, had a different vision. They wanted a historic amusement area on the roof to honor the site’s history as the Ponce de Leon Springs, and they insisted that whoever took the restaurant had to run the amusement park as well.
“We pursued the restaurant and they said, whoever takes this restaurant or gets this restaurant, we want to run this amusement area. And we said, well, we’ve never run an amusement park before. Actually, we said no.”
Mandy and Kelvin Slater, Slater Hospitality
Despite their initial hesitation, they took the leap. They realized that a successful entertainment marketing strategy requires being open to unexpected opportunities. Instead of staying tunnel-visioned on food and beverage, they embraced the challenge of creating a cohesive guest experience that combined dining, boardwalk games, mini golf, and event spaces.
Overcoming Rooftop Operational Challenges
Operating a family amusement center on top of a historic building introduces logistics that ground-level operators never have to consider. Simple tasks like trash removal, security, and managing guest flow become complex operational puzzles. Weather is another constant variable. When it rains on a ground-level arcade, guests stay inside. When it rains on a rooftop, the entire outdoor park can grind to a halt.
“All the things that were normal in the restaurant business on the bottom level didn’t really apply anymore. You had to figure out how do you get trash off? What happens when it rains? Getting people up and down, security. All these things are so much different.”
Kelvin Slater, Slater Hospitality
To solve these issues, the Slaters focused heavily on implementing the right operational technology. They looked at how other venues used technology to reduce transaction friction, allowing guests to buy drinks, food, and play games seamlessly across different areas of the roof. They also realized that despite the scale, the core of the business was still simple hospitality. Working with a strong digital marketing services partner can help venues like this reach new audiences and fill slow periods.
The Evolution of Eatertainment Pricing
Pricing strategy is one of the most critical components of any family amusement center revenue plan. Over their ten years of operation, Slater Hospitality has constantly experimented with different pricing models to maximize yield and guest satisfaction. They started with a low general admission fee where games and rides were purchased separately via game cards. Post-pandemic, they shifted toward an all-inclusive model to simplify the guest journey. Venues that pair smart pricing with targeted Google Ads campaigns tend to see the strongest results during peak booking seasons.
“The first model was general admission. It was ten dollars to come to the roof. And then games, golf was a charge. More recently, we’ve gone to just a flat price for adults and a flat price for kids. That included admission, roller skating, ice skating in the winter, and all the games as much as you can play.”
Mandy Slater, Slater Hospitality
This all-in pricing model lowered friction for families and corporate groups, allowing them to experience everything from the three-story slide to mini golf without constantly pulling out their wallets. It also made the venue highly attractive for private events, which now make up 30 to 40 percent of their total business.
Key Takeaways for Attraction Operators
For entrepreneurs looking to scale their own venues, the Slaters’ decade of experience offers several vital lessons. First, do not underestimate your own operational knowledge. Hospitality fundamentals carry over into any entertainment format. Second, build a strong internal team culture. Many of the Slaters’ original team members from their pizza days are still with them today. Finally, stay flexible with your pricing and offerings. Whether it is adding igloos in the winter or roller skating in the summer, keeping the venue fresh ensures year-round local repeat visits. Operators who invest in SEO and consistent content marketing are the ones who build lasting visibility in their local markets.
