A week after local developers detailed their plans for a large air sports park in Short Pump, a competitor unveiled a Richmond expansion plan of its own.
Jumpology, a national company that operates an indoor trampoline park near Virginia Center Commons, is in negotiations with the owners of Regency Square to potentially relocate to 40,000 square feet in the West End mall.
“We’re in serious discussions with Regency,” said Case Lawrence, CEO of Jumpology parent company CircusTrix. “We’re also considering a couple other locations.”
Lawrence said the potential Regency Square space would replace Jumpology’s current 17,450-square-foot facility at 10087 Brook Road, which it leased in late 2012. He said its lease expires in January.
Lawrence said a larger space would allow the company to expand its offerings with new features like “flying trapeze attractions.”
“Our only regret is that we don’t have more space,” he said, adding that he wants to double Jumpology’s footprint. “We’re looking to expand and create a new super Jumpology.”
Lawrence said the local Jumpology gets 10,000 visitors a month who typically buy a $13 one-hour jump pass. The capacity at Jumpology on Brook Road is 115 people, which Lawrence said isn’t enough to handle demand.
CircusTrix was formed about two years ago to consolidate the different brands Lawrence has developed since getting into the recreation industry. The company has offices in Palo Alto, California, and Provo, Utah, and owns more than 30 “extreme recreation parks” across North America, Asia and Europe. In addition to Jumpology, CircusTrix’s brands include JumpJam in Knoxville, Tennessee, Gravitopia in Greenville, South Carolina, High Rise in Rogers, Arizona, and Cloud9 Trampoline Park in Chesapeake.
Demand for recreational fun seemingly inspired by TV shows American Gladiators or American Ninja Warrior appears to be growing, including in Richmond. Developer Stanley Shield Partnership is planning a 40,000-square-foot adventure sports facility just west of Short Pump Town Center. In 2013, two brothers opened Sky Zone Indoor Trampoline Park on the Southside.
Regency doesn’t lack for space to fill. The 40-year-old mall’s two Macy’s locations closed last month, leaving vacant 224,000-square-feet of retail space.
Regency is owned by Thalhimer Realty Partners and The Rebkee Company. They purchased the struggling mall for $13 million in 2015.
Mark Slusher, a senior vice president at Thalhimer, would not comment on Jumpology potentially moving to Regency.
“We can’t discuss any deal that may be in progress,” he said in an email.
Lawrence said his company is looking at a third-floor space at Regency, but did not specify if it is in either of the vacant Macy’s buildings.
He said an expanded Jumpology needs 40,000 square feet and to be near major roads to make it convenient to visit. He said CircusTrix would spend $2 million to build out the space with financing from Peery Partners, a Palo Alto private equity firm.
“It’s a destination location,” Lawrence said of his parks. “We want a place with good freeway access that’s most convenient to the most number of people.”
Richmond is just part of CircusTrix’ expansion plans. Lawrence said he hopes to open 12 new parks this year and another 15 in 2017.