Looking for an escape? An escape room might be just the thing
These popular entertainment venues are sort of a cross between an amusement park and an immersive board game
Beau the dog and I have been puzzled lately. On our morning walks, we’ve been coming across a business in a strip mall claiming to be an “escape room.” I thought that was a fortified room where billionaires could hide out if angered consumers stormed their castle.
But it turns out — you probably knows this already — it’s sort of an indoor amusement park, where you’re placed in a story scenario (e.g., a prison break, haunted house, spy mission, bank heist) and challenged to find a way out in 60 minutes or so.
“Yeah, it’s basically the real life version of Facebook,” one youngish adult said when I asked him about it. “It’s like an adult scavenger hunt,” another said. “What, are old people just finding out about this?” I didn’t think that last question deserved an answer.
As far as we could tell, escape rooms aren’t generating tons of consumer complaints, although scattered Redditors say some games are too hard. The few problems reported center around claustrophobia and other psychological reactions, while people with mobility issues say they have trouble keeping up in many of the scenarios.
People form teams to tackle each challenge and must “escape” to win. They’re becoming popular with employers as team-building exercises and often play a part in birthday parties and other observances.
Looking for an escape?
An afternoon or evening in an escape room falls slightly on the higher end when it comes to the price of admission — about the same as axe-throwing, quite a bit less than a concert.
There are about 2,000 escape rooms in the U.S. and the segment has been growing steadily if a bit slowly. Like everything from veterinary offices to car washes, small operators are being steadily squeezed out by bigger national players and franchises. This is often a prelude to higher prices so if you feel the need to escape, it might be best to do it now.
Data Box: Escape room industry snapshot
Market size
U.S.: ~$300 million annually
Global: $10B–$12B (wide estimates depending on definition)
Growth
Global: ~13%–15% annually
U.S.: ~10% annually
Footprint
~2,000 venues in the U.S.
50,000+ venues worldwide
Usage
~28% of Americans have tried one
Typical group: 4–6 players
~40,000 bookings/week in the U.S.
Customer mix
Largest revenue driver: corporate/team-building groups
Core audience: ages 18–34
Typical pricing
$25–$50 per person
~$100–$200 per group booking