Madison, WI — Thrill Factory, a multi-attraction entertainment venue, officially opened its doors on New Year’s Eve at East Towne Mall in Madison, Wisconsin. Spanning an impressive 50,000 square feet, this entertainment destination represents one of Wisconsin’s largest indoor venues, offering a diverse array of attractions, including a 12-lane bowling center with four VIP lanes, a state-of-the-art multi-level laser tag arena, fully immersive escape rooms, a cutting-edge redemption arcade, and a creatively themed mini-golf course. This market-leading project, which took 18 months to complete, represents the latest addition to Amusement Entertainment Management’s extensive portfolio of innovative family entertainment venues. 

 Thrill Factory was the vision of Guy Kitchell, owner of Thrill Builders, who partnered with industry consultant Amusement Entertainment Management to bring the concept to life. AEM spearheaded the project’s development, overseeing the formulation of the business case, investment strategy, and coordination plan to ensure a seamless and successful implementation. The venue has been meticulously designed to cater to a wide range of audiences, offering unforgettable experiences for families, thrill-seekers, and corporate groups alike.