Texas’ largest indoor theme park, Malibu Jack’s, opens June 15 in North Richland Hills

What Families and Investors Should Know

Five Star Parks & Attractions, the largest privately held operator of family entertainment centers in the United States, will officially launch its latest venture—Malibu Jack’s North Richland Hills—on June 15, 2025. The new venue spans over 137,000 square feet and will immediately become Texas’ largest indoor theme park. Positioned strategically within the booming Dallas-Fort Worth metroplex, the park introduces an expansive portfolio of immersive entertainment experiences under one climate-controlled roof, providing a weatherproof, high-margin model tailored for modern consumer expectations. The launch signals a significant step in Five Star Parks’ national expansion strategy and underscores the growing investor confidence in indoor, experience-driven entertainment formats that can generate predictable, year-round revenue.

Indoor entertainment venues have rapidly gained favor over traditional seasonal amusement models, particularly in the wake of pandemic-era consumer shifts. These trends have intensified as families prioritize localized, high-quality leisure options that offer both excitement and safety. The broader U.S. indoor amusement sector has grown to exceed $6.2 billion in revenue, recording a compound annual growth rate of 6.5% since 2019. Market analysts attribute this momentum to shifting demographics, higher average household discretionary spending, and the operational advantages of weather-independent attractions. Malibu Jack’s, with its diversified mix of attractions, proprietary ride formats, and broad appeal, arrives at a time when investors are actively monitoring the next evolution of leisure real estate and family entertainment models.

What Is Driving the Expansion of Indoor Theme Parks Like Malibu Jack’s?

The rising popularity of indoor theme parks is tightly linked to the need for consistent, year-round revenue generation in an increasingly volatile climate environment. As weather patterns grow more unpredictable and the costs of maintaining outdoor venues increase, operators are turning toward enclosed models that enable tighter operational control, longer visitor dwell times, and improved throughput. Malibu Jack’s North Richland Hills is a textbook example of this model in action. It represents a fusion of immersive ride experiences, mixed-reality gameplay, and social entertainment under one roof.

This business model also leverages growing consumer demand for multifaceted entertainment that can be shared by entire families. Parents, teens, and children are increasingly seeking destinations that cater to a wide range of preferences. Malibu Jack’s addresses this by offering everything from go-kart tracks and roller coasters to virtual reality arenas and family-style dining lounges. Importantly, indoor parks also offer a lower-risk investment profile for private equity and real estate investment trusts (REITs), given their operational stability, consistent foot traffic, and strong cash flow characteristics. Analysts covering experiential retail note that Malibu Jack’s format aligns with rising investor interest in location-based entertainment that fills the void left by struggling department stores and underperforming mall assets.

What Sets Malibu Jack’s North Richland Hills Apart from Competitors?

Malibu Jack’s North Richland Hills enters the DFW entertainment scene with a deeply differentiated format. Unlike single-category indoor venues, Malibu Jack’s combines ride-based thrill with digital interactivity and physical play in a carefully designed, high-volume environment. The 30,000-square-foot indoor go-kart track competes with standalone racing centers, while signature thrill rides like the Twist N’ Shout spinning coaster and Jumpin’ Jacks Drop Tower rival those found at regional theme parks. The venue also includes a Whirlpool Ride—a rare zero-gravity attraction found in only one other North American location.

For younger guests, Bounce Beach delivers a dedicated space complete with a three-story pirate ship and climbing structures. Malibu Jack’s further extends its appeal to older visitors and group events with 12 Duckpin Bowling lanes, a glow-in-the-dark mini golf course, and a Texas-themed laser tag arena. A major draw is the Valo Arena mixed-reality playground, which uses advanced sensors to gamify physical movement—a technology exclusive to the Dallas-Fort Worth region. These features, designed to increase visitor engagement and spend-per-head, are integrated with a high-volume arcade housing more than 130 games, from claw machines to immersive VR pods.

Adult guests will find value in The Hang Ten Patio, which offers a self-pour beverage wall with beer, wine, and cocktails alongside oversized party games like Jenga and cornhole. This attention to intergenerational design expands Malibu Jack’s use cases—from casual family outings to corporate team-building sessions and school field trips.

How Will This Opening Impact North Richland Hills and the DFW Metroplex?

The strategic selection of North Richland Hills as a launch site reflects several compelling real estate and demographic factors. As a suburban hub with robust population growth and rising household incomes, NRH offers a high-density audience primed for repeat entertainment consumption. According to recent data from the Texas Comptroller’s Office, the area has witnessed nearly 9% population growth over the past five years. Malibu Jack’s is expected to generate more than 250 direct jobs and stimulate the local economy through complementary developments in food, retail, and hospitality.

The economic spillover effect also includes increased footfall for surrounding small businesses and potential partnerships with local schools and organizations. For Five Star Parks, this location provides a testbed for perfecting operational efficiencies, pricing strategy, and community engagement before scaling similar models in other high-growth states like Arizona, Florida, and Georgia. It further embeds the brand into one of the most economically dynamic metro regions in the country, offering long-term compounding value in real estate appreciation and brand loyalty.

Is This a Strategic Soft Opening Ahead of Peak Summer Footfall?

The decision to soft open on June 15, just ahead of the summer vacation surge, appears to be a calculated move designed to build controlled momentum before the grand opening later this season. This staggered approach gives Five Star Parks time to conduct operational dry runs, gather customer feedback, and calibrate staff performance under realistic but moderate visitor loads. It also offers a ramp-up window for local marketing and influencer engagement strategies.

Launching during this shoulder period between the school year’s end and July 4th allows the company to establish word-of-mouth traction and social media virality without being overwhelmed by peak demand. The Surf Board Scavenger Hunt, an Instagram- and Facebook-driven promotional campaign, plays a central role in community integration, encouraging local exploration and rewarding engagement with unlimited attraction passes. It serves both as a brand activation tool and a mechanism for fostering grassroots advocacy before Malibu Jack’s is fully open to the public.

How Does This Fit Within Five Star Parks’ Broader Expansion Plan?

Five Star Parks has been systematically expanding its footprint through acquisitions, strategic buildouts, and experiential innovation. With over 25 locations under its umbrella—including popular brands across the Southeast and Midwest—the company is aggressively pursuing a category-leadership position in the indoor family entertainment space. Though not yet publicly traded, it has attracted attention from private equity firms interested in building a consolidated platform for experiential entertainment assets.

CEO John Dunlap, known for his leadership in zoological and leisure enterprises, has emphasized Malibu Jack’s role as a cornerstone of the company’s growth narrative. His strategy focuses on creating community anchors where families gather not just for rides, but for memory-making experiences. By refining the Malibu Jack’s format in North Richland Hills, Five Star Parks is positioning itself for future replication in similarly structured metro markets.

The company may eventually consider a public offering or partnership model to accelerate growth, especially as the brand proves it can sustain high-margin operations in large urban areas. Analysts also suggest that licensing opportunities or franchising models may emerge, further extending Malibu Jack’s brand beyond company-owned locations.

What Are Analysts and Industry Observers Saying About This Launch?

While Five Star Parks remains privately held, its growing influence within the indoor amusement and OOHE (out-of-home entertainment) sectors is attracting analyst interest. Sentiment among leisure market observers is broadly positive, especially as traditional mall anchors decline and consumer behavior shifts toward experiences over goods. With top indoor parks achieving EBITDA margins of 20–25%, significantly outperforming outdoor amusement parks saddled with maintenance overhead, Malibu Jack’s format offers both economic appeal and scalability.

Furthermore, institutional interest in the experiential entertainment segment is rising. In Q1 2025, venture and private equity funding in VR gaming, immersive tech, and hybrid leisure spaces grew 17% year-over-year. Location-based entertainment continues to be seen as a high-potential category, especially when paired with real estate assets that can appreciate over time. Malibu Jack’s execution in Texas could set the benchmark for future development playbooks in this rapidly maturing sector.

What’s Next for Malibu Jack’s and the Broader Indoor Entertainment Market?

Looking forward, Malibu Jack’s North Richland Hills is likely to become a template for scalable, weatherproof entertainment centers across North America. As economic pressures reshape consumer priorities, and as cities seek ways to repurpose vacant retail space, indoor leisure venues offer a compelling value proposition for operators, investors, and communities alike.

The launch is also expected to influence competitors. Players like Main Event, Andretti Indoor Karting, and Urban Air may be prompted to enhance their offerings or acquire emerging tech-based attractions. The race to own the all-in-one, high-engagement indoor experience is well underway—and Malibu Jack’s has just set a new benchmark.

The June 15 soft opening is more than an isolated milestone—it represents a convergence of strategic investment, consumer trends, and urban development. Whether you’re a family seeking the next summer destination or an investor evaluating the future of experiential real estate, Malibu Jack’s North Richland Hills is a development worth watching.