Brand Blends Fun, Immersive Experiences with Solid Business Fundamentals
- Glow-in-the-dark Monster Mini Golf and its animatronic characters provide immersive fun with an 18-hole course, arcade and other attractions.
- The unique concept drew Kelly Zambrano to invest in two units of the indoor entertainment franchise.
- The global family/indoor entertainment centers market is growing impressively, at a clip of more than 12% per year.
- Zambrano praises the franchisor’s support, the brand’s return on investment and the immensely helpful network of fellow Monster Mini Golf franchisees.
Fun is, well, fundamental to Monster Mini Golf. The indoor entertainment franchise’s hallmark fun for all ages presented a key attraction for owner Kelly Zambrano. “I was drawn to Monster Mini Golf for its distinctive take on family entertainment, which emphasizes memorable experiences over typical attractions. It’s a vibrant, creative, quirky and lively fun center operated by an energetic and welcoming team. All team members focus on giving each guest a unique and memorable experience in a clean and safe environment.”
At Monster Mini Golf franchises, guests can indulge in an 18-hole monster-themed, blacklight-illuminated miniature golf course with animatronic characters and play classic and cutting-edge games in an arcade, with winners receiving prizes. And depending on location, the glow-in-the-dark Monster fun centers also may offer mini bowling, a laser maze, laser tag, virtual reality experiences and the Stella’s Kitchen café.
Franchises are frequent venues for celebrations such as birthdays, graduations, field trips, church groups and corporate events, as well as everyday entertainment. In fact, the popularity of Monster Mini Golf and other indoor entertainment parks is booming. According to Allied Market Research, the global family/indoor entertainment centers market was valued at $30.8 billion in 2022 and should top $108 billion by 2033, reflecting a compound annual growth rate of 12.1% from 2024 to 2033.
The Franchisee’s Story
Zambrano got on board by purchasing the Monster Mini Golf in Eatontown, N.J., from its retiring owner in March 2022. Last April she opened a second location in Allentown, Pa.
Zambrano says the indoor entertainment franchise “stands out for its one-of-a-kind monster theme, its creative animatronics and locally inspired artwork unique to each location but painted by the same artists. The glowing art ties each venue to its community and is a guest favorite. Another way we’re different is that we also provide a clean, family-friendly, alcohol-free environment.”
And it’s not just the guests who enjoy Monster Mini Golf, she says. “Creativity and fun are present for employees in the daily operations at my locations. This is reflected through things like guest interactions or fun presentations of new merchandise within our machines. The entire center is designed to create an atmosphere of creativity and fun, so it shines throughout the day-to-day operations!”
Of course the fun factor may have been the first thing to pique Zambrano’s interest, but the indoor entertainment franchise’s business fundamentals were crucial to sealing the deals for her locations. The Monster Mini Golf brand has a franchisee-first philosophy that emphasizes strong support. CEO Chris King and his partners are all-in for franchisee success because they’re multi-unit operators of franchises themselves.
Franchisor Support
The franchisor helps with site selection, project management and employee recruiting. Assistance with lease negotiations and the creation of letters of intent can be provided through Morrow Hill, a preferred third-party real estate advisory firm. The brand offers cooperative advertising, too. “Monster Mini Golf provides outstanding support to their franchisees in so many ways and at all stages,” Zambrano says. “Monster Mini Golf is with you every step of the way, from the initial planning phase through opening day, and then they continue their support for the long term.
“In addition to any as-needed support, some of the regular support they provide includes biweekly peer group meetings, regular updates, owners’ meetings and a yearly National Monster Mini Golf Convention. Other franchise owners genuinely want you to succeed and serve as dedicated mentors, drawing on their experience as franchisees. That’s the thing that surprised me the most about owning Monster Mini Golf locations – the extent to which fellow franchisees and owners are willing to share their experiences, fostering a friendly and highly supportive environment.”
If a fellow entrepreneur asked about investing in Monster Mini Golf, Zambrano says she would highlight that the franchise “offers exceptional support, possesses extensive expertise and is dedicated to delivering an exceptional guest experience. I would also note that its established business model has demonstrated a solid return on investment.”
Development Help from REP’M
To boost Monster Mini Golf’s growth, which has nearly 40 locations now operating and dozens more being developed, the 21-year-old indoor entertainment franchise has teamed with REP’M Group. REP’M prepares franchisors for growth, sells franchises to qualified owners and assists new franchisees from signing to ramp-up to launch.
REP’M has four specialized departments assisting franchisors:
- BRAND’M, which does brand development and marketing.
- GROW’M, the company’s sales team.
- BUILD’M, providing real estate and construction advice.
- SCALE’M, delivering expertise on operational procedures that lay the foundation for future, wisely paced and well-supported franchise growth.
For more information about opportunities with the indoor entertainment franchise, visit the Monster Mini Golf website. Check out the REP’M website for details about its services to franchisors.
