Behind these doors lies the Nemesis Club’s immersive experience of technology and animatronics.
Good entertainment can lift us above the struggles of life and transport us to a different place and time, while we laugh and make memories with family and friends. I’m not sure there’s ever been a time during my life when people needed that kind of escape and connectedness more than they do today!
We’ve launched with staggered openings. Soda Jerk Co., opened in October, is a retro-inspired soda fountain serving up killer craft milkshakes and floats. It acts as a front to the Nemesis Club (opening this month), a next-level escape game venue into which we’re building animatronics, scoring custom soundtracks and inventing new tech. We searched for a year for the perfect location for this concept, and we are thrilled to be building at High Street. It’s such a beautiful development — simultaneously hip and serene.
Now, every startup faces its share of hurdles. Those of us opening businesses in a COVID era may be getting a double or triple dose of challenges — from dealing with labor and material shortages to planning a “grand” opening when customers need to maintain social distancing guidelines.
But we believe that entertainment is a resilient industry. Phoenix is a resilient community. We’re also lucky that escape games are a low-risk form of entertainment for people looking to begin venturing out again. At the Nemesis Club, guests will reserve a game for themselves and their close friends only. They won’t need to be in contact with any of our other guests during their visit, and check-in is completely contactless. We’re reserving time between groups so we can disinfect each room thoroughly.
You might say entertainment is in my blood. Grandma ran away from home to join the circus, and she danced her way around the globe. Grandpa was a stage performer-turned-talent-agent who represented the likes of Abbott and Costello in New York City. So, it’s no wonder I was drawn to the entertainment industry while at UCLA, where I had the life-changing experience of studying themed entertainment design under legendary Disney Imagineers while obtaining my MBA.
For the last 20 years, my wife and I have helped conceptualize and operate incredibly fun experiences all over the country. This new business is the fulfillment of a lifelong dream to bring our flavor of knock-your-socks-off immersive entertainment to Phoenix. We have deep roots here, and we love the people who make this city great.
Dustin Smith is founder and president of The Nemesis Club
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