El Paso’s Adventure Zone closes after 23 years in business

Update: ABC-7 sat down with owner J.R. Philips for one final tour and to find out why he was closing the business.

“It’s been a great run,” Philips said. “But sometimes when you own your own business, your business owns you. I’m getting up there in age, and it’s time for me to enjoy life a little bit.”

Philips’ journey into family entertainment began after a career in radio. Searching for a new path, he found inspiration in a tragic story that hit close to home.

“I heard about a beer bust down at the levee involving kids from Coronado and Franklin high schools,” he said. “One of them thought it would be a good idea to steal the other’s kegs. A kid ended up dying. That really hit me. I thought: these kids need something more wholesome, family-oriented to do.”

After that, Adventure Zone was born.

With bumper boats, arcade games, and mini-golf, the facility quickly became a favorite for families across El Paso.

“I wanted to give something back to the community that had been so good to me during my broadcasting years,” he said.

Adventure Zone wasn’t just known for entertainment — it also developed a loyal following for its food, including a signature taco.

“Everybody wants to know what’s happening with the taco,” Philips said with a laugh. “Well, so far, nothing’s happening with it. But if someone would like to talk to me about the taco recipe, get in touch.”

With more than two decades of experience as a business owner, Philips shared some advice for aspiring entrepreneurs.

“Be tough,” he said. “Understand that you’re going to have to be there a lot. Be nice to people. If you’re nice to people, they tend to come back. Treat them like they’re important. Because they are.”

Though Adventure Zone is closing, Philips hinted that this might not be the end of his entrepreneurial journey.

“Even though we’re closing our doors here, we’re leaving the doors open for other opportunities,” he said.

EL PASO, Texas (KVIA) -- "Adventure Zone is now closed," reads the paper sign taped to the front door of the El Paso entertainment venue.

Known for its tacos, bumper boats, and family-friendly environment, Adventure Zone is closing after 23 years in business.

"We've had the pleasure of seeing so many smiles, so many happy birthdays, so many new friends through the years," the closed sign reads. "Unfortunately, all things must pass, and Adventure Zone has now closed. Hopefully the name Adventure Zone will give you our customers, warm and happy memories for years to come."

The letter ends by thanking customers for their years of trust and support.