When Summer Gossett visited a laser arena in Washington, D.C., with her husband, Stephen, she had to be dragged out because she was having so much fun. It was then she knew she had her new business venture, now formally known as Social Latitude — a place where adults can shrug off the stress of the world and just play.
Located on 1812 Woodruff Road, Social Latitude takes games that many have played before but adds digital aspects as well. Instead of aiming an axe against a regular target, guests can throw axes against digital zombies instead.
Entrepreneurs at heart, the Gossetts were looking to invest in a business to give back to Greenville, having moved here in 2009. After researching laser tag arenas and finding many shut down during the COVID-19 pandemic, Summer Gossett knew that if she was going to ensure her business would thrive, she had to offer more than just one fun activity.
Laser tag may have been the starting point for the idea that eventually bloomed into Social Latitude, but it ended up not even making the final cut for the 8,500-square-foot building, which offers:
- Sports simulators
- Top Golf-branded simulation with 86 courses around the world
- Arcade
- Axe throwing with digital targets
- Social lounge
- Speakeasy
- Full bar and restaurant
- Electronic dart bays
“Our biggest goal is to have a place where adults can just kind of hang out,” Gossett says, emphasizing the message of the business’ tagline: “a place for adults to play.”
Although children are welcome for family nights on Tuesdays, Social Latitude becomes child-free after 5 p.m., offering adults time to release their inner child, which can provide a break from busy day-to-day tasks and relieve stress, Gossett says.
Businesses can also rent out a suite for a meeting and then participate in team activities by playing some of the different games offered.
Kid-free fun
The business represents the growing trend of “adult playgrounds” which often incorporates the child-like fun of playing a good, old-fashioned competitive game, while also being able to drink alcohol and enjoy being kid-free. Although arcades or bowling alleys can technically be for anyone of any age, business owners have come to learn that some adults might feel more comfortable or relaxed in a child-free zone.
The opportunity to relieve stress and spend time with friends as a type of therapy is what inspired Matthew Hubbard to start his business, Group Therapy Pub & Playground, which opened in a sprawling 19,000-square-feet space inside downtown Greenville’s Camperdown development in 2022. Activities range include miniature golf, axe throwing, ice curling, table tennis, trivia, karaoke, live music, a full service bar, self-serve beer tap wall and more.
Hubbard says that just like there are different therapies incorporated in the mental health field, play therapy is an important way for many to relax, especially in the company of others.
“I think we all realized (during COVID) that we weren’t meant for isolation. And we were meant to be together with friends and family, experiencing life together,” Hubbard says. “I think it’s a reminder that life isn’t just about going to a nine-to-five job and a paycheck — it’s also about having fun.”
At Group Therapy, sometimes going to a nine-to-five job and having fun coincide. Just like Social Latitude, it also offers space for corporate events as well as for team building or renting conference rooms.
“It’s mostly the experiences that you have with others, and the fun that you have on a day to day basis with your friends that matters,” Hubbard says.
