Where Fun Meets Function: Umlaut Reimagines Malibu Jack’s Digital Home

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When you run one of the largest indoor entertainment brands in the Midwest, your website isn’t just a marketing tool; it’s your front door. For Malibu Jack’s, with multiple locations across Kentucky, Texas, Illinois, and beyond, their digital presence needed to do more than showcase attractions. It had to unify the brand, simplify navigation, and drive conversions for everything from birthday parties to group events.

That’s where we stepped in.

The Challenge

Malibu Jack’s had grown rapidly, adding new markets and expanding its offering. But its website wasn’t keeping pace. Each location had unique information, promotions, and attractions, making it hard for customers to quickly find what they needed. The site also lacked consistency in design and messaging, creating a disjointed brand experience across different touchpoints.

For a brand built on fun and energy, the digital experience wasn’t reflecting the excitement of the in-park experience. Customers were spending too much time clicking, not enough time booking.

The Solution

We partnered with Malibu Jack’s to completely reimagine their website. The goal wasn’t just a new look; it was to create a scalable digital platform that could grow with the brand.

  • Unified Design System: We developed a refreshed design language that captures Malibu Jack’s high-energy, family-friendly personality while ensuring consistency across all locations.

  • Simplified Navigation: Guests can now find attractions, pricing, and party packages faster, reducing friction and improving conversion paths.

  • Location-Specific Flexibility: Each park now has its own dedicated hub within a shared framework, allowing local teams to highlight unique offerings while staying on-brand.

  • Optimized User Journey: From birthday bookings to corporate event inquiries, every page was restructured to guide visitors toward action.

  • Mobile-First Experience: Recognizing that most visitors search on their phones, we prioritized speed, responsiveness, and clarity on mobile devices.

The Impact

The revamped website doesn’t just look better, it works harder. Guests now enjoy a seamless browsing experience that mirrors the energy and clarity of the in-park experience. By aligning visuals, messaging, and functionality, Malibu Jack’s can better capture demand, drive bookings, and reinforce its position as the go-to indoor entertainment destination.

For us, this project was about more than pixels. It was about translating a brand’s essence into a digital ecosystem that supports both the guest experience and business growth.

The Takeaway

A brand as dynamic as Malibu Jack’s deserves a digital presence that can keep up. The new site is built not just for today, but for the future; a flexible foundation that can scale as the brand expands.

If your website feels more like a barrier than a gateway, it’s time to reimagine what’s possible. At Umlaut, we don’t just redesign websites, we build digital experiences that move brands forward. Connect with us on LinkedIn to learn more.