Escapism Is So Hot Right Now
Meet Some Guys Who are Locking in. Literally.
In a dimly lit, cave-like room, a clock sits on a wall taunting those inside with a reminder of time slipping away and of the glory that might await beyond its passageways — should there be a successful escape. Beads of sweat form as players work to decode hidden messages, minds and hands racing against the countdown. Full immersion makes it easy for adrenaline to pump.
An escape room is an interactive game where players, locked inside, work together to solve puzzles, find clues and complete a mission before time runs out. Each room is built around a theme and designed to make players feel like they are part of the story. From coded messages to intricate setups, every element is purposefully built to test teamwork, logic and nerves under pressure. Nothing is random, every prop holds a clue.
Behind the scenes, creating the full experience is as complex as the plot of an Indiana Jones movie. Minus the boulder chases. Usually. That’s what Jonathan Jones and Dan Cooke do every day at Jade Solutions, a contracting company that builds escape rooms for a franchise called Escapology all around the country. It’s located in the former home of Vass Hardware and Mercantile.
A passerby wouldn’t know such a large-scale operation exists behind a set of unassuming red doors on Vass’ quiet Seaboard Street. “Most people that go in don’t think about where the props came from,” says Dan.
Dan and Jonathan first met through military ties, which landed them both in the Sandhills. After Dan switched careers to become a franchise owner of Escapology in Fayetteville, he needed help building the rooms. With a background in civil engineering, experience in construction and training as an EOD tech in the Navy, Jonathan was the right man for the job.
When the franchise first started, it was up to the owners to find builders. As the company and industry grew, it became apparent that contractors are needed to execute the extravagant designs.
Dan compares escape rooms to the evolution of the movie industry. “Back before, anyone could make a movie. Now as technology is better, people expect better products,” he says. “It’s the same with escape rooms.”
“It’s matured quite a bit to the point where you can’t build most of this stuff without the right equipment,” says Jonathan.
Rather than turning over escape rooms every few months to keep it fresh, now many escape room companies opt for larger areas and more complex rooms. “We create rooms that last five to 10 years,” says Dan. “Customers want a high-quality product for their money.”
Each Escapology location typically has anywhere from eight to 10 rooms with different themes. Jade Solutions currently builds two of the game designs they offer, one being “The Lost City:” an Indiana Jones-coded jungle adventure.
“This level of technology is what creates magic for the customer,” says Dan.
When Dan and Jonathan first partnered up, they were building on-site all around the country for Escapology. Now, there are over 100 locations. “We wanted to build an actual company here. Something that is sustainable. We can do more with more hands,” says Dan. “There is certainly a demand for the games.”
At their location in Vass, they are producing about two escape rooms every six weeks. “It’s a lot of little parts and pieces,” says Jonathan. “The room starts as a blank canvas essentially,” says Dan, “It’s just drywall until we come in.” Once a room is ready to ship, it comes with all the wall coverings, props and minimal assembly required.
On the lower end, one escape room could cost $60,000. “We want to create a Disney-like experience without having to go somewhere like Disney. It’s a lot easier for a family of four to go do an escape room on a weekend.”
The designs come in from an escape room company after being tested thoroughly, then it’s up to Dan and John to put the pieces together, literally. Dan’s background in programming software and electronics paired well with Jonathan’s skillset to produce the rooms.
Dan now owns a franchise of Escapology in Fayetteville, Charlotte and soon, Raleigh. “I like creating fun memories for families and friends to do together,” he says.
To our surprise, Jonathan started building the rooms before ever playing one. After a build was complete one day, he got to experience it as a player. “They can be really hard,” he says. “You’d be surprised,” adds Dan. “We’ll be playing one and I’ll be like, ‘Okay, I know this is a fake door because I built it but now I’m not sure how to open it.’”
Jade Solutions has been at its current location a little more than a year. They hope to expand over time but they need more people and a large location to do so.
The process of creating the rooms relies on artistic talent as well. No two pieces are exactly the same because each piece is made entirely by hand. “It’s very niche but it’s fun,” says Jonathan. “We have some detailed processes,” adds Dan. The duo is always seeking local talent to help paint props or run machinery.
“Vass is growing so much,” says Dan, “we want to be able to create more jobs here too.”
Despite the growing demand for games, don’t expect to see an Escapology in Moore County any time soon. Dan tells us that the market isn’t quite big enough.
