A virtual reality arcade that once promised to redefine entertainment in Central Iowa is now teetering on the edge of closure. The White Rabbit VR Arcade, located at Merle Hay Mall, is fighting for survival as dwindling foot traffic and rising costs threaten to shut it down for good.
The arcade’s owner, Ben Houk, took to social media last week with a candid and emotional appeal, urging the community to step up and support the business before it’s too late.
“Well, this is it. I need your help,” Houk posted on The White Rabbit VR’s official Facebook page. “Our business is severely close to shutting down.”
The White Rabbit VR Arcade opened four years ago and initially launched at Jordan Creek Mall in March 2020—just weeks before the COVID-19 pandemic triggered nationwide lockdowns. Like many other entertainment venues, the arcade faced immediate setbacks due to forced closures and limited public engagement.
Despite those early challenges, Houk and his team managed to reopen and even relocate in 2021 to Merle Hay Mall, a site that was positioning itself as a future entertainment hub for the city. The goal was to breathe life into the aging mall and to attract families and young gamers with immersive VR experiences.
But the boost in foot traffic never fully materialized.
Haptic Suits, Haunted Houses, and High Hopes
The arcade is not your typical gaming venue. From futuristic VR arenas and cooperative escape rooms to horror-themed haunted house simulations, The White Rabbit VR offered something unique.
At the heart of the experience are haptic suits that allow users to feel in-game sensations like raindrops or hits, making gameplay far more immersive than traditional VR setups. The facility has drawn praise from both casual visitors and dedicated gamers for its innovation and service.
Yet, even with rave reviews, Houk admits that business hasn’t met expectations.
“We’re getting great feedback from those who visit, but not enough people are walking through the door,” he said in a recent interview.
To keep the arcade afloat, Houk has tried everything from seasonal promotions to heavy Groupon discounts—but even those efforts have fallen short in reversing the financial strain.
A Community Call to Action
Faced with looming closure, Houk turned to the community. His public plea was more than just a marketing push—it was a final lifeline.
The Facebook post generated waves of support from regular customers and local residents, many expressing disbelief and sadness that such a unique venue was at risk.
“My kids loved it there. This place can’t close,” one commenter wrote.
The business’ financial woes also highlight the broader struggles of specialty entertainment venues, which often rely on consistent in-person engagement—something still recovering from the aftershocks of the pandemic.
Merle Hay Mall’s Revamp Isn’t Paying Off Yet
The relocation to Merle Hay Mall was strategic. The mall, one of Des Moines’ oldest shopping centers, has been in the process of rebranding itself into an entertainment and sports complex. The mall is currently undergoing renovations to include a new hockey arena, which city officials hope will draw more families and foot traffic.
According to the Iowa Department of Cultural Affairs, efforts like this are part of a larger trend to blend cultural and recreational opportunities in older retail spaces. But for The White Rabbit VR, those changes might be coming too slowly.
The state of Iowa has seen similar businesses fold over the past two years as inflation and changing spending habits take a toll on discretionary family entertainment.
A Hope for Survival
The White Rabbit VR’s website still lists its full catalog of experiences, and the arcade remains operational for now. Houk has encouraged people to book sessions, buy gift cards, or simply spread the word.
Whether that will be enough to keep the doors open remains uncertain. But the arcade’s situation serves as a stark reminder that even cutting-edge businesses can face an uphill battle in today’s economy.
