Paris has its Eiffel Tower…Rome, the Colosseum. Both our coasts have Disney and Universal parks. Heck, even Salt Lake City has Temple Square, and its soon-to-reopen historic Temple.

Question is: Does Taylorsville have its own, official, travel-some-distance destination place? An honest to gosh, kids in the back seat, juice boxes in hand, “are-we-there-yet” family locale?

Leanne Freedman says, “yes it does – finally.” She, her husband and kids have lived more than 20 years way across the Salt Lake Valley from Taylorsville. Until a couple of months ago, they had never, ever loaded up the car specifically to drive “clear out here” to do ANYTHING.

Then along came “Activate” (5564 S. Redwood Road), south of Regal Theater in the Crossroads of Taylorsville dining and shopping area. This new entertainment site opened in late-March – and by April 7, Freedman, her kids, neighbors and their kids had made the Salt Lake Avenues-to-Taylorsville drive three times. 

“I knew Activate was coming to Utah months before it opened and my kids couldn’t wait,” Freedman said. “We went several times during those first couple of weeks because they offered a big discount. But even at the regular price we’ll be going back regularly. It gets the kids off their screens, they get an actual exercise workout and it’s a place the whole family can enjoy together.”

So, what is Activate, exactly? For starters, it’s not a stand motionless, plunk in quarters and push buttons video arcade. The company describes itself as a “17,292-square foot space that blends digital gaming with real-life physical challenges, across 15 immersive game rooms – perfect for a friend outing, business team building or a date night.”

The so-called “active gaming facility” includes problem solving challenges, jumping around on colorful floors and hiding from cat’s eyes the size of that 70-inch TV back at home. Taylorsville resident Jake Caetano also was not completely clear on the concept until he saw it; and he’s one of their managers.

“I was online looking for a job and had never heard of Activate,” Caetano said. “I visited their website (playactivate.com) and what intrigued me is how perfect it is for families and friends to enjoy together.”

Caetano is one of Activate’s three fulltime managers. They also have six, parttime “game facilitators.” A University of Utah junior, Caetano believes he may have a future with the company even after receiving his diploma.

The way Activate has grown in just a few years certainly supports his optimism that hard-working people have room to move up with the company. The first Activate opened in 2019; and despite a worldwide pandemic that slowed growth for a couple of years, the company is now up to 70 active game sites in nine countries.

Since a 20-something like Caetano had never heard of Activate until he found a job posting, it seems fair to wonder… why was a mom of five – her oldest in college – so plugged into something that appears focused on a bit younger demographic? Freedman says that’s all about where she grew up, long before calling Utah home.

“I was born, raised and graduated high school in Winnipeg (an hour north of the Canada-Minnesota border),” Freedman said. “I’ve lived here in the states for many years; but I still have family up there and we visit. The very first Activate opened in Winnipeg and their corporate headquarters is still there now. It’s huge up there. My brother is a Winnipeg school teacher. He says students and teachers all go to Activate and then talk about their scores on the different games.”

On her family’s last Winnipeg vacation two years ago, Freedman’s relatives insisted the visiting Utahns give Activate a try.

“My kids loved it and couldn’t wait for one to come to the Salt Lake Valley,” she concluded. “The last couple of months I was calling the Winnipeg corporate headquarters for updates on when I could take my kids there and show Activate off to some of my friends and their kids. I’m really very proud this kind of a fun, family place originated in my home town.”

A 75-minute session at Activate costs $25 during the week, $30 on weekends.

With countless places to eat and shop surrounding it, those neighboring business owners are undoubtedly hoping lots of other families stock up on juice boxes and follow the Freedman’s lead to make Crossroads of Taylorsville a destination location.