Year 1 Of Owning A Play Cafe With The Playroom WV Owner Jessalyn Pustay

Year-One Lessons from The Playroom WV: A Q&A with Owner Jessalyn Pustay

Note: The following Q&A is not a direct transcript. The answers are a polished summary and combination of the insights Jessalyn shared during our recorded conversation, along with additional written responses she provided ahead of time.

When Jessalyn Pustay moved from Washington, DC to West Virginia with an 11-day-old baby, she quickly realized something: the high-quality programs and enriching early-childhood spaces she had taken for granted in DC simply didn’t exist in her new community. As a former employee of a major children’s franchise, she knew exactly what she craved for her own kids — and when she couldn’t find it, she built it.

In this Q&A, Jessalyn reflects on her first year operating The Playroom in West Virginia. She shares the surprises, the wins, the mistakes, and the many operational changes that shaped her business into what it is today.

Prefer to watch or listen? This episode is on both YouTube (below) and The Profitable Play Podcast!

What inspired you to open The Playroom, and what gap did you see in your local market?

Jessalyn:
I moved to West Virginia from Washington, DC when my son was 11 days old and was still working remotely for an international children’s program franchise. By the time my daughter arrived 18 months later, I was seriously missing the quality programs and spaces I had access to in DC. Our new area simply didn’t offer anything like that, so I decided to create it myself.

While planning, I learned another indoor playground was opening locally. Thankfully, our spaces serve completely different purposes and complement each other well.

What were the biggest surprises or challenges during your build-out and permitting process?

Jessalyn:
One of the most frustrating issues was classifying my business correctly — for filings, for insurance, for trademarking. None of the existing categories fit us neatly, and that created constant back-and-forth.

How did your original budget compare to your actual startup costs?

Jessalyn:
I stayed very close to my original budget. The biggest reason: we didn’t hire a contractor. We literally built everything ourselves — architectural planning, playhouses, framing, drywall, flooring. That saved us a massive amount of money.

I also planned ahead with six months of expenses saved and cash on hand, which helped us open from a place of stability.

Looking back, what would you change about choosing and negotiating your indoor play space?

Jessalyn:
Our space is affordable, stroller-friendly, and supported by a great maintenance team. It also has plenty of parking. But I wish we had an exterior entrance. Since we’re inside an older mall, there’s no outside signage or direct access, which makes first-time visits more confusing for parents.

How has your staffing approach evolved since opening?

Jessalyn:
I started with just myself and one team member. Now I have two consistent team members handling weekly shifts, plus an extra person for emergencies or coverage. This has been invaluable. We recently faced simultaneous family emergencies on the team, and we still had enough coverage to get through the entire weekend. I made sure to thank them with TJ Maxx gift cards — they truly stepped up.

What systems or SOPs made the biggest operational impact?

Jessalyn:
Tech has been our biggest challenge. We started with a very patched-together setup — different systems for waivers, email, scheduling, CRM, and payments. It was inefficient and costly.

We then switched to a platform that combined more tools, but it was clunky and didn’t suit our needs. I’m now switching to PSB (Play Space Brain) and couldn’t be more excited. I genuinely believe we lost revenue by not having the right system from day one.

What marketing efforts worked best early on?

Jessalyn:
Word of mouth was huge. And our community relies heavily on Facebook events for local happenings. Creating events there has been one of the most effective ways parents find us.

I plan to lean into email marketing next, especially now that it will integrate smoothly with PSB.

How have your pricing and open play membership options changed since opening?

Jessalyn:
Our open-play pricing has stayed the same. I did increase birthday party pricing early on, and it was the right move.

I didn’t launch with memberships but later added monthly unlimited options for single children and families. Those have performed really well.

Which revenue streams perform best for you now for your indoor playground business?

Jessalyn:
Birthday parties are the strongest by far. After that, classes, events, and open play. We’re adding a coffee shop and retail soon, and I’m excited to see how those contribute.

What seasonality or traffic patterns did you notice in your first year?

Jessalyn:
May through July was extremely slow. We live in an outdoorsy area with great summer weather, so it’s understandable. I prepared financially by saving a cushion before summer and then reduced hours and expenses.

The best advice I received was to enjoy the slower season with my family instead of fighting it. Next year, I plan to boost our spring event calendar to help offset the dip.

What have you learned about running birthday parties?

Jessalyn:
Parents in our area love add-ons. At first, we didn’t offer any. Now it’s rare for a party not to book one. Our $50 MinniDip balloon pool is especially popular — sometimes booked up to four times per weekend. We also offer themed décor, photo booths, extra time, and custom cookies or cakes.

Which classes or events succeeded, and which did not?

Jessalyn:
Read-and-play events didn’t perform well because our libraries already do an excellent job. Drop-off events also didn’t stick.

Our strongest events include themed playgroups, Ms. R events, and holiday events like Noon Year’s Eve.

How did customer feedback shape your first year?

Jessalyn:
It influenced our hours and event lineup. Based on requests, we’ll soon test co-working mornings and homeschool mornings.

How do you approach safety, cleaning, and maintenance?

Jessalyn:
I simply ask myself, “Would this be safe and clean enough for my own kids?” My team — all moms — uses the same standard.

We upgraded equipment, added an air purifier, and invested in a wet/dry vacuum. We also allow and encourage bare feet, which is uncommon but works well for our space.

Which community partnerships were most effective?

Jessalyn:
Vendor partnerships directly drive revenue — local bakers, cookie decorators, photographers, roasters, and performers like Ms. R.

We’ve also partnered with real estate agents, travel agents, Kindermusik, local train groups, fitness studios, and dental offices.

What were your biggest wins from year one?

Jessalyn:
Strong financial management, team expansion, adding new offerings, increasing party profitability, and improving our systems overall.

What were your biggest mistakes or learning moments?

Jessalyn:
I kept too many evening hours early on. Parents asked for them but didn’t show up. Reducing hours didn’t affect revenue at all.

Another big lesson was Noon Year’s Eve — I didn’t require tickets, and more than 50 families arrived. It was overwhelming, and my husband left his hospital job mid-shift to help.

How has your personal role changed since opening?

Jessalyn:
I still handle a lot, but I now work only three days per week for six hours each. I’m also finally delegating phone responsibilities and some teaching.

What advice would you give someone preparing to open their own indoor play space?

Jessalyn:
Follow all of Michele’s content and join Play Maker Society. I wish I had found it earlier. And set boundaries before opening — personal, family, and emotional. You cannot run this kind of business well if your cup is empty.

Jessalyn Pustay’s first year owning and operating The Playroom WV is a powerful example of what it looks like to build a community-centered play space with intention, adaptability, and a willingness to learn. Her story highlights the realities so many indoor playground owners face — from tech struggles and staffing shifts to surprise successes, operational pivots, and the ongoing balance between business ownership and family life.

Her honesty about the decisions she’d make differently, the systems she’d put in place sooner, and the boundaries she now protects will be incredibly valuable for anyone planning, opening, or refining their own play space. What stands out most is her commitment to creating the kind of environment she wanted for her own children, and how that mission has continued to guide every evolution of The Playroom.

Whether you’re in the planning stage or already open and navigating your own “year one,” Jessalyn’s experiences offer both reassurance and actionable insight — and a reminder that the first year is less about perfection and more about staying flexible, listening closely to your community, and building a foundation that can grow with you.