A Utah-based chain of indoor "extreme recreation" parks with trampolines, ninja obstacle courses, parkour zones and more is preparing its Orlando market entry, set to lease a vacant big box retail space and invest $2.6 million between now and May.
Recently signed for the 30,000-square-foot anchor tenant space formerly occupied by hhgregg at 8010 W. Colonial Dr. (Colonial Town Center), CircusTrix has pegged Orlando for its fourth corporate-owned location in Florida, following successful openings over the past two years in Lakeland, Daytona Beach and Port St. Lucie.
The property adjoins a Sam's Club and Walmart Neighborhood Market, shares signage and a traffic signal with the retailers, and lies just a few blocks east of the West Oaks Mall.
"Our company has been very active in Florida over the past two years after coming late to the state with our expansion, so now we'll be coming in strong in 2018 by adding Orlando, Fort Myers and West Palm Beach," founder and CEO Case Lawrence told GrowthSpotter.
"We also take pride in providing a new experiential consumer use tenant for big box retail spaces. We're going into five hhgreggs, and they all have 20-foot ceilings or higher, which is a unique requirement we have. We've gone into several Sports Authority sites as well."
CircusTrix claims to be the largest owner, operator and developer of indoor recreation parks in the world, with more than 30 locations in the United States, Europe and Asia since opening in 2011.
While its locations are all corporate-owned, each is uniquely branded and doesn't carry the CircusTrix label, like 2Infinity Extreme Air Sports in Lakeland. The Orlando park will be named "House of Trix," Lawrence said.
"We look at ourselves a bit like Six Flags, with a corporate brand that individually brands each property," he said. "All our marketing is on social media, and our success has been with building local social media followings with the unique brands."
The Orlando location will be one of the company's largest investments at an estimated $2.6 million capital expenditure for buildout, Lawrence said. It will feature a full ninja course, trapeze, parkour zone and CircusTrix's newest attraction -- a "Wipeout"-style obstacle course that tries to knock participants off platforms into a foam pit.
A building permit request was filed in early December with Orange County and remains under review. The company is targeting an opening in May before summer break, as its core market is 14- to 22-year-olds, Lawrence said.
"We have not yet signed with a general contractor, and are negotiating for that now and taking bids," he noted. "We'll hire all local contractors, and expect 60 employees at this location."
This past January, CircusTrix announced it would accelerate expansion after private investment firm Palladium Equity Partners made a "significant investment" in the company. And in April, it announced the acquisition of Rockin' Jump Holdings LLC, a franchise operator of indoor trampoline parks with 45 locations.
In June 2016, CircusTrix also signed an endorsement deal with American Ninja Warrior star Kevin Bull.