The first Play Playground is expected to open on the atrium level of the pyramid-shaped south Strip resort early next year, near various other shows and exhibits. The 14,000-square-foot playground will not feature virtual reality, augmented reality, or arcade games. Instead, it boasts tactile games such as physical, memory, puzzle, and word games.
Jennifer Worthington, co-founder of Play Social, which operates Play Playground, described it as being like "dropped into your own game show." The environment will be bright, colorful, and will welcome families with children during the day and adults only at night.
In a recent telephone interview, Worthington described the unique experience that awaits guests at Play Playground. With its whimsical design inspired by Wes Anderson and Alice in Wonderland, visitors are transported into a fantastical world. Everything from the seating areas to drink vessels is designed with social media in mind, making it the perfect location for those who prioritize experiences and sharing them with others.
Although millennials are often thought of as trendsetters in this area, Worthington notes that the desire for immersive entertainment experiences is widespread across all demographics. In the post-COVID world, where social interactions have been limited, Play Playground offers the perfect opportunity to connect with old friends, new friends, and colleagues.
The competitive spirit is also encouraged at Play Playground, with groups working together to climb the leaderboard and ultimately becoming better friends as a result. Worthington hopes to expand the concept to other locations worldwide, with leaderboards comparing scores in Las Vegas against other Play Playgrounds.
While admission prices have yet to be announced, Worthington is optimistic about the future of Play Playground. Two more locations are planned for opening in 2024, with New York being a likely candidate. Although the company has not disclosed any financial arrangements with MGM Resorts International, which operates Luxor, the focus remains on providing a safe, fair, and enjoyable experience for all guests.
According to Worthington, there will be 17 different attractions and immersive exhibitions at Play Playground. These include a 1,400-square-foot bounce house and a Velcro wall, and most of the games are team-oriented to encourage group participation.
Visitors can spend as much time as they want at the park, and it would take approximately 90 minutes to experience all the attractions. Worthington also mentioned that she loves the idea of playing games and then taking a break with friends while enjoying a cocktail or mocktail and discussing their experiences.
The main goal of the attractions is to make people laugh, which is why most of them are designed to be viewed by others as well as participate in. This is expected to encourage visitors to share their experiences on social media platforms such as Tiktok, Instagram, and Facebook, which will draw brand attention.
Kelly Markus of Hunters Point, the experiential marketing agency for Play Playground, said that corporate brands are interested in younger audiences seeking new experiences, and Play Playground is a perfect way to bring about this interaction. Markus stated that the park creates a dialogue and interaction with brands and encourages people to move and do things together.
Play Playground will be open daily from noon for all ages, including children, and at night it will be reserved for the over-21 crowd.
According to Worthington, Vegas has many attractions, but there are not many daytime activities for people to enjoy. Therefore, Play Playground aims to offer a unique experience during the day, and at night, it transforms into a lively party environment, encouraging socialization. The place will close when the last person is done playing.
Play Playground is considering providing team-building events for corporate organizations, and its proximity to the Mandalay Bay Convention Center hosting trade shows attended by company workers makes it an ideal market.
Although the capacity of Play Playground is 375, it will seek groups of 12 to 100 for corporate events.
Worthington stated that the goal is to encourage people to put down their phones and engage with others in a real-life experience, and they measure success by the amount of high fives, laughter, and memories their customers make. They are in the business of creating memories.
