Chuck E. Cheese is expanding its Adventure World indoor playground concept with a proposed new entertainment center at BayTowne Plaza in Penfield, New York.
This expansion marks a strategic shift for CEC Entertainment LLC as it seeks to grow its family-focused entertainment offerings. By diversifying its footprint with larger, playground-centric venues, the company aims to increase revenue and attract a broader demographic of families.
According to a proposal filed June 15, 2026 [2], the planned facility at BayTowne Plaza would encompass 13,398 square feet [2]. This new location follows a phased rollout of the Adventure World brand, which began with a test concept in North Texas slated for later in 2025 [4].
The company's first official Adventure World location opened on Nov. 10, 2025 [3]. These venues differ from traditional Chuck E. Cheese stores by emphasizing large-scale indoor play structures, and immersive environments designed for children.
CEO Scott Drake is leading the effort to scale these entertainment centers [1]. The company is utilizing specific regional markets to test the viability of the Adventure World model before pursuing a wider national expansion.
The Penfield proposal represents the brand's continued push into the Northeast market. The company is focusing on high-traffic shopping centers, such as BayTowne Plaza, to maximize visibility and accessibility for its target customer base.
“The company is planning to expand its Adventure World indoor playground concept.”
The move toward the 'Adventure World' model suggests that Chuck E. Cheese is pivoting away from the traditional arcade-and-pizza restaurant format toward a more comprehensive 'family entertainment center' (FEC) strategy. By increasing the physical scale of its locations and focusing on indoor playgrounds, the company is competing more directly with independent trampoline parks and large-scale play centers to capture a larger share of the youth leisure market.
