From Industry Newcomer to 45,000 Square Feet of Fun
When Greg Little retired early after a 24-year career in sales with Shell Oil, he wasn't looking to slow down. He was looking for his next adventure. Having led over 2,000 sales reps and spent years studying consumer behavior and psychology, Little knew one thing for sure: people make decisions with emotions. And where do people go to indulge those emotions? Entertainment venues.
That realization sent him down a path of research, travel, and discovery that would eventually lead to Lumos Social, a 45,000-square-foot entertainment destination just northeast of Houston.
From Motor Oil to Motion Theaters
At first, Little envisioned something smaller: an interactive mini golf course that used projection mapping on the greens, paired with a VR component. However, his concept grew after attending four IAAPA shows, multiple Foundations University events, and visiting centers across the country. "I wanted to see what was working, what had plateaued, and what was growing," he recalls.
Along the way, he connected with consultant Jerry Merola from Amusement Entertainment Management, who guided him through a feasibility study that included nearly 120 pages of data, projections, and market insights. For Little, that study was essential. “The feasibility study is a must-have,” he says. “It helped me think of things I wouldn’t have otherwise, showed me what the market would bear, and was absolutely necessary for financing. Banks and investors need proof you’ve done the homework.”
That homework reshaped the project. Mini golf was scrapped in favor of a broader vision—a mix of attractions designed to capture a wider audience and deliver a full night out. After years of planning and refinement, that vision became a reality on October 2, when Lumos Social opened its doors, unveiling an entertainment playground built to appeal to every age and interest.
Step inside and the options unfold. Sixteen bowling lanes line the floor: eight offering the classic game and eight featuring QubicaAMF’s HyperBowling. And for an extra splash of fun, four of the HyperBowling lanes are set up as VIP lanes with augmented reality effects. Just beyond, guests can test their aim with axe throwing, step into the VR Omni Arena, battle it out in the themed “Lights Out London” laser tag arena, weave through a laser maze, or strap in for a 7D motion theater that blurs the line between ride and game. A sprawling arcade, live entertainment and music complement the mix, anchored by a 250-seat restaurant and bar.
"Every decision came down to how it would impact the consumer," Little says. "Some choices weren't the easiest for us operationally, but they were best for the guest."
First and Lasting Impressions
Little's research and observations led him to one truth: the first and last moments of a visit often determine whether a guest returns. Lumos Social was built with that in mind. The entry is designed to spark curiosity. Guests follow a meandering path with partial walls that reveal just enough of the action inside to stir anticipation. "It's a little like stepping into a maze," Little says, "and it sets the tone right away."
On the other hand, the redemption area, the last stop for many families, was something Little felt needed a complete overhaul. Traditional prize counters can result in long lines, restless kids, and frustrated parents during busy periods. Determined to avoid that pitfall, Lumos Social introduced a seamless locker-based redemption system. Guests scan a QR code, browse prizes filtered by points, and place their order digitally. A display board tracks the process, and once the order is ready, a text notification directs them to unlock their personal locker. The system makes the final impression fast, easy, and satisfying, helping families head home on a high note instead of a meltdown. "It's about sending people home happy, not frazzled," Little explains.
Beyond Burgers and Fries
If attractions are the sizzle, Embers Grill is the glue. Early on, Little realized food and beverage wasn’t an add-on; it was a driver. "During our research, we saw how important food and beverages are to the business. It's not an afterthought; it's a core component to guests and differentiates you from competitors,” he says.
That’s why Lumos invested heavily in its restaurant. With a wood-fired pizza oven, an executive chef at the helm, and dishes like shrimp scampi and hand-cut steaks, Embers Grill is designed to rival popular city restaurants. Shareables and social-friendly plates round out the menu, encouraging guests to linger, relax, and make a meal part of the experience.
The Challenges
Dreaming big is one thing; building big is another. Little faced his share of challenges—construction delays, inflation-driven financing gaps, and the headache of coordinating contractors. “I’m a glass-half-full kind of person,” he says. “Every challenge was a blessing in disguise and educated me for the future.”
His advice to other operators: Don't give up, keep pushing, and pray a lot," he laughs. He also notes that maintaining accountability in one camp would have saved a lot of frustration. He also acknowledges that he wore too many hats during the build. “Next time, I’ll lean on others more.”
Staffing with Intention
At an IAAPA roundtable, Little heard something that stuck with him: one operator reported a staff turnover rate of just 2%. The secret? Letting employees help vet new hires before management even steps in. It was a simple idea with powerful results that Little knew he wanted to bring to Lumos Social. "Your staff knows what it takes to succeed here," he says. "They'll spot a good fit faster than anyone."
Lumos Social opened with nearly 100 employees and expects to grow closer to 150 as the business matures. From the start, Little has treated staffing as more than filling roles; it's about creating a culture. Training follows the same philosophy. “We focus on the how," Little explains. How do we engage guests? How do we deliver extraordinary experiences? That's the real training." Mentorship and buddy systems will help new hires feel supported from the very beginning.
His mantra for the team is straightforward: put on the guest’s glasses. “See what they see. If there’s trash on the ground, if something’s confusing or out of place, fix it. Every detail matters.”
Marketing, Competition, and Community
For now, marketing is rooted in social media, building buzz in a fast-growing community that was a dry county until 2017. Today, the area is thriving with new businesses and families, creating a perfect environment for Lumos. Little acknowledges that the competition is stiff, with Main Event, Dave & Buster's, a water park, and go-karts all nearby. But Little sees the guest experience as the key. “We’re not trying to be everything to everyone,” he says. “We’re focused on creating extraordinary experiences.”
Looking Ahead
While traditional bowling leagues aren’t part of Lumos’s plan, short social leagues of three weeks are in the works to appeal to modern schedules. And while this first location serves as a pilot, Little sees potential for growth if the quality remains high. Plans are already underway to expand with additional venues across Texas, and potentially into other states. "As long as we can maintain an outstanding experience, we'll grow," he says. "But we won't compromise the guest experience just to add more locations."
Derived from the Latin word for “light,” Lumos symbolizes the joy and brightness the venue strives to bring into people’s lives. For Little, true success isn’t measured in numbers but in smiles, shared memories, and families who return time and again. “That’s the light we’re trying to create,” he says.
