key takeaways
- Urban Air Adventure Park is taking advantage of big-box closures by converting vacant lots into entertainment venues.
- The franchise’s in-house design and engineering capabilities allow for fast, cost-effective adaptive reuse at scale.
- With repeat traffic and increased family spending, Urban Air has become a preferred anchor tenant.
Across the country, massive retail spaces once occupied by chains like Bed Bath & Beyond and Party City are now vacant. But for Urban Air Adventure Park (#123 on the 2025 Franchise 500), those vacancies are anything but a problem – they’re an opportunity. Fast-growing family entertainment franchises are converting big-box stores into giant indoor adventure parks and, in the process, helping bring traffic back to shopping centers.
With over 200 locations open and plans for several more to open by the end of the year, Urban Air has quietly become a powerful force in retail real estate. The brand’s indoor parks feature everything from go-karts and bumper cars to ropes courses and indoor skydiving.
“Because we focus on experiential entertainment, we’re attracting exactly the type of guests that today’s shopping centers need,” says Tim Sharp, president of Urban Air. “With our wide range of attractions, every visit feels new – and people are coming in droves.”
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“An experiential concept like ours consistently attracts weekend traffic.”
Urban Air’s growth has been fueled by an adaptive-reuse model that transforms second-generation retail space into family destinations. “Most of the space we’re occupying today is second generation,” says Ryan Slemmons, head of real estate. exposed brandParent company of Urban Air. “We are seeing strong demand from landlords who believe that an experiential concept like ours consistently attracts weekend traffic and supports other retailers in the centre.”
The model has evolved significantly since the company’s early years. Urban Airs were initially opened in industrial parks before relocating to shopping centers after customers preferred convenience and proximity to other shops and restaurants. Today, parks range from 20,000 to 50,000 square feet and are suitable for every market.
“We do our market research and look at what already exists in the community,” says Sharp. “For example, if there’s already a lot of laser tag, we’ll look towards go-karts or another attraction that differentiates the park. There’s no reason to go head-to-head in a strong market when we have a whole library of experiences to choose from.”
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“Franchises can open faster and achieve their ROI goals sooner.”
One reason Urban Air has moved into new locations so quickly is its in-house engineering and design team, which allows the company to manage complex conversions and keep costs under control. “As our builds became more complex, we brought subject matter experts in-house,” says Slemmons. “By paying attention to things like mechanical, electrical and plumbing systems early in the design phase, we are able to reduce both construction time and capital costs – meaning franchisees can open faster and meet their ROI goals sooner.”
That efficiency has helped Urban Air develop about 25 new units per year, even in the challenging post-pandemic real-estate environment. Across all units, the system now generates more than $600 million in annual revenues.
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For landlords, the appeal goes beyond rent checking. Urban air parks attract families who spend hours at the site, creating a steady flow of cross-shopping that benefits nearby retailers. Slemons noted that other tenants often see a bump in weekend traffic when the park opens. “Parents drop off their kids, go get coffee or go shopping nearby and return later,” he says. “That kind of recurring, family-oriented visitation is exactly what is missing in many centers.”
“Families want to make memories, not just shop.”
Sharp says the franchises, many of which are locally owned, strengthen those community ties. “When our franchisees are active in their cities, the community supports them – and that support extends to every business in the area.”
As ecommerce is reshaping retail, Urban Air is proving that experience still has the power to draw crowds. Sharp believes experiential concepts will underpin the next generation of shopping centers. “We’re driving the experience-based economy,” he says. “Retail is shifting from things to experiences, and this plays into our strength. Families want to make memories, not just shop – and we give them a reason to leave the house and do both.”
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key takeaways
- Urban Air Adventure Park is taking advantage of big-box closures by converting vacant lots into entertainment venues.
- The franchise’s in-house design and engineering capabilities allow for fast, cost-effective adaptive reuse at scale.
- With repeat traffic and increased family spending, Urban Air has become a preferred anchor tenant.
Across the country, massive retail spaces once occupied by chains like Bed Bath & Beyond and Party City are now vacant. But for Urban Air Adventure Park (#123 on the 2025 Franchise 500), those vacancies are anything but a problem – they’re an opportunity. Fast-growing family entertainment franchises are converting big-box stores into giant indoor adventure parks and, in the process, helping bring traffic back to shopping centers.
With over 200 locations open and plans for several more to open by the end of the year, Urban Air has quietly become a powerful force in retail real estate. The brand’s indoor parks feature everything from go-karts and bumper cars to ropes courses and indoor skydiving.
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