“(The) studio has something for everyone,” owner Valerie Block said.
Block received the keys to her space in August 2022, spent months renovating the space and officially opened in December 2022. The studio has only one other employee besides Block, although guests sometimes see Block’s husband, Jeremy, working open play.
The studio has a “quiet corner” for reading picture books rotated seasonally, a non-walker infant play area, a “tiny town” that’s curated for hours of dramatic play with a salon, house, bakery/diner, vet/doctor, school/theater, market, barn and construction site. There’s also a climbing structure called the “Castle” with two racer slides and a clubhouse, a STEM area full of train tables, LEGO tables, building materials and puzzles, a sensory area and a giant road throughout the space with Cozy Coupe cars.
Block said hundreds of kids and families use the space each month. The age range that’s most common is six months to eight years old, but Block said she’d like to be more accessible to families who haven’t visited yet.
The studio’s hours vary because it’s a seasonal business, Block said. It’s “very busy” in the winter months during the weekdays when it has open play, but is “extremely” slow in the summer.
Daily open play hours for the winter are from 9 a.m. to 1 p.m. Monday, Wednesday through Friday, and 9 a.m. to noon Saturday. It’s closed Tuesday for deep cleanings and Sundays for parties. All other times the studio hosts classes, space rentals and parties.
During the winter, Block said there are parents who stay at home with their kids, have flexible days off, babysitters who bring a group of kids, homeschool families and even parents who work from home that set up in the studio’s cafe and work while their kids play.
“The first summer I opened I kept the same hours all year long, and unfortunately, lost a huge amount of my “safety net” of funds. There would average three to four kids playing a day (mostly members), and to remain profitable the studio must have 10 paying visitors a day,” she said. “My hope was that on really hot days families would want to come play indoors where it was cool, however that was not the case. Only on rain days was I semi-busy.”
“I would absolutely love it if the studio took off and could be open for more open play options, but I need the interest and visits,” she said.
Block said if business picked up, she’d be able to host other times and hire employees.
“However, if anyone has studied the business model of an indoor playground it is a very tight budget that does not always account for the cost of employees for shifts where there would not be enough paying customers,” she said.
Open play is $10 for the day, with siblings age 1 and under free if paying for an older sibling, and adults are always free. Memberships are $200 for an individual, $305 for a family with up to three children and $400 for family plus with up to five children. There are multi-day passes, and separate pricing for parties and rentals.
Information about the studio can be found at www.buildingblockplaystudio.com.
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