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VIDEO: Watch people play at Defy Gravity
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Brett Shunkwiler isn't intimidated by an uncertain economy or by the fact consumers are expected to spend less on entertainment this year.
On Monday, after two years of research and planning and the investment of nearly $1 million, Shunkwiler and his wife, Lindsey, and three other Lincoln-area couples opened Defy Gravity, an indoor trampoline park at 10421 Portal Road in La Vista.
Defy Gravity is also owned by Kyle and Katy Shunkwiler, Brandon and Jenny Dallman and G.W. and Ashley Venteicher.
And they're not the only ones jumping into the indoor family entertainment business.
While there are no detailed statistics about trampoline sales or the indoor trampoline business, an industry expert estimated that there are more than 100 indoor trampoline parks across the country.
It's a growing trend similar to that of indoor inflatable centers, said Randy White, CEO of the White Hutchinson Leisure & Learning Group, a Kansas City, Mo.-based firm that specializes in advising businesses in the children's entertainment industry.
That growth is despite consumer surveys that indicate consumers are heading into 2012 with the intention of doing less discretionary spending. According to the Discover U.S. Spending Monitor, the segment of consumers planning to spend less in the next month more than doubled, rising from 15 percent in November to 31 percent in December.
Consumers saying they planned to spend less on discretionary entertainment expenses increased by 3 percentage points to 48 percent.
The Defy Gravity owners aren't worried. They've hired 35 employees.
"Even when there's a downturn in the economy, places like this do really well," Brett Shunkwiler said. "Instead of spending a lot of money on a trip, people are opting for attractions like this to get the family away for a day."
At Defy Gravity, the 15,000-square-foot facility features two trampolines (the largest is 50-by-90 feet and can hold 56 people), which are enclosed on all sides by trampolines as well, allowing jumpers to bounce off the walls. That is also a safety feature.
Defy Gravity offers open jumping, dodgeball and volleyball leagues, fitness classes, birthday parties and corporate events. The facility also has a laser maze that allows participants to maneuver through a timed course, a concessions area and an ice cream bar.
Although Defy Gravity is not a franchise, it is similar to an indoor trampoline park franchise that has had success. Sky Zone is credited for creating the world's first patented, all trampoline, walled playing courts in Las Vegas in 2004.
The company, which became a franchisor in 2009, was named one of the fastest-growing, private companies in the United States in 2011 by Inc. magazine. The company's revenue increased from $2.4 million in 2007 to $4.3 million in 2010.
Sky Zone has 28 locations already open or in the works across the country, including one set to open next month near Des Moines, according to the company's website. There are also at least five other companies that have the same indoor trampoline concept in the U.S.
Shunkwiler got the idea for Defy Gravity while going to a similar business out of town with his brother, Kyle Shunkwiler.
"We pretty much tried to create the coolest place we'd want to go to spend our free time," said Brett Shunkwiler. "We thought we'd take all the fun games and things we liked to do growing up and put them all in one place."
But White, the children's entertainment industry expert, is leery of the indoor trampoline park concept, calling it "downright dangerous."
Safety is the No. 1 priority of the new business, said Dallman, a physical trainer and one of the owners. Owner Kyle Shunkwiler is also a chiropractor in Lincoln.
Every participant, after a parent signs a waiver, is issued high-top shoes similar to wrestling shoes for ankle support. Optional helmets are available, jumping areas are separated by colored padding for specific age groups and a monitor is on the court at all times enforcing rules.
There are also TVs throughout the facility so parents can watch their children.
"Eighty percent of trampoline injuries are from falling off, and we have trampoline walls so that isn't going to happen," Dallman said.
He said the trampolines at Defy Gravity were specially designed with two layers, reducing joint pressure by 50 percent.
White also said the business model is unproved for long-term viability. "First we have their single-dimensional nature — just trampolines. Not all children enjoy jumping. Children require a variety of different types of play and entertainment. Second, it's a novel concept without long-term staying power in terms of its repeat appeal."
Dallman disagreed, saying the concept has proven strong since 2004.
And Shawn Williams, owner of Bounce U, an indoor inflatable center near 132nd Street and Chandler Road, said the Omaha-Council Bluffs metro area is a good market for indoor recreational businesses.
"I feel Omaha is much better insulated than the national economy," he said. "We have been open for five years and we are doing very well. Sales are up 44 percent over two years ago."
Williams said that in a down economy, even though parents cut back on the size of parties and the extra amenities, most still spend money on their children.
An open bounce at Bounce U costs $7.49 per child. An open jump at Defy Gravity starts at $8.
"It comes down to running a good business," Williams said. "Sure there is the novelty effect when you first open, but if they have a good experience, they will keep coming back. Seventy-five percent of my business is referrals."
Williams said it's also important to keep the "wow factor" since children get bored easily. He just invested about $50,000 on new equipment. "I'm confident and we are going full steam ahead."
On Monday, Katie Taddeucci, a 31-year-old Lincoln mother of two, took her children and a niece and nephew to check out Defy Gravity after hearing about it at her doctor's office.
"I think it's worth it when there's new things like this to take the drive from Lincoln," she said. "It's awesome because the kids were getting physical activity nonstop while having fun. They talked about it the whole way back to Lincoln."
Contact the writer: 402-444-1336, leia.mendoza@owh.com, twitter.com/LeiaMendoza
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VIDEO: Watch people play at Defy Gravity
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