Discovery Zone (DZ) was an American chain of
entertainment facilities featuring games and elaborate indoor mazes designed for young children, including roller
slide
Slide or Slides may refer to:
Places
* Slide, California, former name of Fortuna, California
Arts, entertainment, and media Music Albums
* ''Slide'' (Lisa Germano album), 1998
* ''Slide'' (George Clanton album), 2018
*''Slide'', by Patrick Glees ...
s, climbing play structures, and
ball pit
A ball pit (originally called a ball crawl, also known as a ball pool or ball pond) is a padded box or pool filled with small colorful hollow plastic balls generally no larger than in diameter. They are typically marketed as recreation and exe ...
s. It also featured arcade games. A talking robot character named Z-Bop served as mascot to the chain. Ronald Matsch,
Jim Jorgensen
Jim Jorgensen (born 1948 in Racine, Wisconsin) is a serial entrepreneur. He has started over 25 enterprises since getting his MBA at Stanford Graduate School of Business at the age of 24. Jorgensen's industry selection for these new enterprises h ...
and Dr. David Schoenstadt founded Discovery Zone in 1989, with the first location opening in
Kansas City, Missouri
Kansas City (abbreviated KC or KCMO) is the largest city in Missouri by population and area. As of the 2020 census, the city had a population of 508,090 in 2020, making it the 36th most-populous city in the United States. It is the central ...
, in October 1989. An early investor in and vocal supporter of the company was tennis player
Billie Jean King
Billie Jean King (née Moffitt; born November 22, 1943) is an American former world No. 1 tennis player. King won 39 major titles: 12 in singles, 16 in women's doubles, and 11 in mixed doubles. King was a member of the victorious United States ...
.
Discovery Zone was also notable for being the first
corporate sponsor of the
PBS
The Public Broadcasting Service (PBS) is an American public broadcasting, public broadcaster and Non-commercial activity, non-commercial, Terrestrial television, free-to-air television network based in Arlington, Virginia. PBS is a publicly fu ...
children’s program ''
Sesame Street
''Sesame Street'' is an American educational children's television series that combines live-action, sketch comedy, animation and puppetry. It is produced by Sesame Workshop (known as the Children's Television Workshop until June 2000) a ...
''.
In 2020, a new center using the Discovery Zone name opened in the
Cincinnati
Cincinnati ( ) is a city in the U.S. state of Ohio and the county seat of Hamilton County. Settled in 1788, the city is located at the northern side of the confluence of the Licking and Ohio rivers, the latter of which marks the state line wit ...
suburb of
Union Township,
Ohio
Ohio () is a state in the Midwestern region of the United States. Of the fifty U.S. states, it is the 34th-largest by area, and with a population of nearly 11.8 million, is the seventh-most populous and tenth-most densely populated. The sta ...
; it is not affiliated with the original company, but is heavily inspired by it. A second location was added in
Florence, Kentucky
Florence is a home rule-class city in Boone County, Kentucky, United States. Florence is the second largest city located in Northern Kentucky, after Covington, and part of the Greater Cincinnati Metropolitan Area. The population was 31,946 at ...
, at the
Florence Mall on July 23, 2021.
History
Founded in 1989, Discovery Zone grew quickly, opening 15 stores in 18 months. In April 1993,
Blockbuster Video
Blockbuster or Block Buster may refer to:
* Blockbuster (entertainment) a term coined for an extremely successful movie, from which most other uses are derived.
Corporations
* Blockbuster (retailer), a defunct video and game rental chain
** Blo ...
invested $10.3 million into Discovery Zone to purchase 21% of the company. In June 1993, Discovery Zone raised $55 million more when it went public on NASDAQ.
The stock rose 61% in the first day of trading.
Discovery Zone completed a successful
IPO
An initial public offering (IPO) or stock launch is a public offering in which shares of a company are sold to institutional investors and usually also to retail (individual) investors. An IPO is typically underwritten by one or more investment ...
in June 1993 (led by Chris Bellios, Sam Jeremenko and Steven Noe) raising over $50 million. In 1994, Discovery Zone merged its operations with
Blockbuster Video
Blockbuster or Block Buster may refer to:
* Blockbuster (entertainment) a term coined for an extremely successful movie, from which most other uses are derived.
Corporations
* Blockbuster (retailer), a defunct video and game rental chain
** Blo ...
and its (now former) parent
Viacom Viacom, an abbreviation of Video and Audio Communications, may refer to:
* Viacom (1952–2006), a former American media conglomerate
* Viacom (2005–2019), a former company spun off from the original Viacom
* Viacom18, a joint venture between Par ...
.
Sumner Redstone
Sumner Murray Redstone ( Rothstein; May 27, 1923 – August 11, 2020) was an American billionaire businessman and media magnate. He was the founder and chairman of the second incarnation of Viacom which was dissolved in 2019 (a year before Redst ...
managed to shift the assets to Blockbuster and move operations to Chicago. He told numerous college students at the 1995 annual meeting how "solid" an investment this would be. Discovery Zone filed for bankruptcy shortly after.
Under the leadership of then CEO Don Flynn, in July 1994, Discovery Zone bought 45
Leaps and Bounds stores from
McDonald's
McDonald's Corporation is an American Multinational corporation, multinational fast food chain store, chain, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechri ...
for $111 million in stock and 57 franchised stores from Blockbuster Video for $91 million in stock bringing the total stores to almost 300. At the same time, Blockbuster bought more shares of Discovery Zone giving it 50.1% of the stock.
Blockbuster Video, then a subsidiary of
Viacom Viacom, an abbreviation of Video and Audio Communications, may refer to:
* Viacom (1952–2006), a former American media conglomerate
* Viacom (2005–2019), a former company spun off from the original Viacom
* Viacom18, a joint venture between Par ...
, took total management control of Discovery Zone in April 1995. Viacom had plans to cross market Discovery Zone with its other businesses, such as
Nickelodeon
Nickelodeon (often shortened to Nick) is an American pay television television channel, channel which launched on April 1, 1979, as the first cable channel for children. It is run by Paramount Global through its List of assets owned by Param ...
,
Paramount Pictures
Paramount Pictures Corporation is an American film and television production company, production and Distribution (marketing), distribution company and the main namesake division of Paramount Global (formerly ViacomCBS). It is the fifth-oldes ...
, and
Showtime
Showtime or Show Time may refer to:
Film
* ''Showtime'' (film), a 2002 American action/comedy film
* ''Showtime'' (video), a 1995 live concert video by Blur
Television Networks and channels
* Showtime Networks, a division of Paramount Global w ...
. By the time Viacom took control of Discovery Zone, the company signed a deal with
Saban Entertainment
Saban Entertainment, Inc. (along with Saban International; currently operating under the legal name is BVS Entertainment, Inc.) was a worldwide-served independent American-Israeli television production company formed in 1980 by Haim Saban and S ...
to include characters from the ''
Mighty Morphin Power Rangers
''Mighty Power Rangers'' (''MMPR'') is a superhero television series that premiered on August 28, 1993, on the Fox Kids programming block. It is the first entry of the ''Power Rangers'' franchise, and became a 1990s pop culture phenomenon along ...
'' television series at the play centers.
Discovery Zone had also planned a new family entertainment center to compete against
Dave & Buster’s, which was dubbed “Metro Zone”. The new complexes would have included dining, drinking, mini golf and VR games in addition to the indoor playground equipment that Discovery Zone is known for.
Stretched thin by expansion, changes in management tried to save the company; however, Discovery Zone filed for Chapter 11 bankruptcy protection on March 26, 1996, in
Wilmington, Delaware
Wilmington ( Lenape: ''Paxahakink /'' ''Pakehakink)'' is the largest city in the U.S. state of Delaware. The city was built on the site of Fort Christina, the first Swedish settlement in North America. It lies at the confluence of the Christina ...
, with debts of up to $366.8 million.
In April 1999 Discovery Zone re-entered bankruptcy. This time with the abrupt closure half of their locations on June 30, that same year and being unable to alert those with reserved parties.
Thirteen locations were sold to CEC Entertainment, Inc., owner of
Chuck E. Cheese
Chuck E. Cheese (formerly known as Chuck E. Cheese's Pizza Time Theatre, Chuck E. Cheese's Pizza and simply Chuck E. Cheese's) is an American family entertainment center and pizza restaurant chain founded in 1977 by Atari's co-founder Nolan Bu ...
, who attempted to accommodate last minute party reschedulings over the following days.
[
In June 2000, Discovery Zone's ]bankruptcy court
United States bankruptcy courts are courts created under Article I of the United States Constitution. The current system of bankruptcy courts was created by the United States Congress in 1978, effective April 1, 1984. United States bankruptcy c ...
judge ruled that there was no feasible way for the brand to be profitable. And their bankruptcy was converted into liquidation
Liquidation is the process in accounting by which a company is brought to an end in Canada, United Kingdom, United States, Ireland, Australia, New Zealand, Italy, and many other countries. The assets and property of the company are redistrib ...
.
By the end of 2001, the remaining 205 locations (in 39 states, Canada, and Puerto Rico) shut down and Discovery Zone went out of business completely.
Slogans
* "It's Fun-believable Fitness For Kids"
* "DZ it's Discovery Zone, Where Kids Can Be Kids On Their Own" (TV commercials)
* "Zoned In"
* "I'm Goin' DZ" / "Where Kids Wanna Be"
* "You're Either In The Zone, Or You're Not"
* "Exercise Your Right"
* "Are You Ready For The New DZ?"
* "Never The Same Fun Twice"
* "DZ! Where kids wanna be!"
References
External links
BusinessWeek profile
(archived)
Discovery Zone website
{{Blockbuster
Entertainment companies established in 1989
Entertainment companies disestablished in 2001
Restaurants established in 1989
Restaurants disestablished in 2001
Companies that filed for Chapter 11 bankruptcy in 1999
Defunct companies based in New York (state)
1990 establishments in Kansas
Blockbuster LLC
Former Viacom subsidiaries
Defunct retail companies of the United States
Defunct restaurants in the United States