Baton Rouge trampoline park Area 51 is removing more than a dozen trampolines from its facility as its parent company, CircusTrix, works to diversify the offerings of its parks amid growing competition in the indoor recreation industry.
CircusTrix is spending some $42,000 on renovations at the Baton Rouge park as it prepares to rebrand the facility later this year under its new DEFY label. The company launched the new concept last month, announcing plans to rebrand all of its parks.
“As CircusTrix has grown and scaled, we felt it was time for the parks to be united under one strong brand,” says CEO Case Lawrence, adding the DEFY brand is marketed towards teens and young adults in the tricking community.
The transformation comes as several new indoor entertainment options are being developed in the Capital Region, including two trampoline parks in Denham Springs, TopGolf off Siegen Lane, and Main Event Entertainment, which is slated to open this summer at the Mall of Louisiana. CircusTrix spokeswoman Samantha Kiser-Hansen says despite the growing competition in the sector—which the company expects to grow to $3.23 billion by 2023—they haven’t seen any change with park attendance.
“We really aren’t worried about the competition,” says Kiser-Hansen. “We’re really confident in the product we have to offer, and we feel as we continue to innovate and add new things, it won’t be much of an issue.”
The Utah-based company, founded in 2011, acquired Sky Zone early last year, and at the time, local Sky Zone franchisee Peter Busenlener said he was considering relocating his Industriplex trampoline park to enable it to be more competitive in a market that is increasingly crowded with entertainment options. After a few months, however, Sky Zone was quietly shuttered. Kiser-Hansen says there are currently no plans to reopen the Sky Zone, nor to open a second location in the Baton Rouge market.