What Secret City does

Secret City Adventures (legal entity Secret City Studio Inc., Ontario) is a Toronto-based immersive entertainment and creative agency founded in 2014 that designs and operates live, actor-driven escape rooms, open-world puzzle adventures, and theatrical dinner experiences. The company serves two primary customer segments: individual consumers and social groups seeking unique leisure entertainment (50K+ players per year), and corporate clients purchasing team-building and private event packages (250K+ cumulative guests across 6+ years). Its portfolio spans five escape rooms within Casa Loma castle (Station M, The Dragon's Song, Escape from the Tower, King of the Bootleggers, Murdoch Mysteries), two outdoor experiences at The Village at Black Creek heritage museum (Where Dark Things Dwell and the 30-acre, 43-building Lost & Found open-world adventure), and two dinner-theatre experiences (The Perfect Bite, a Netflix co-developed Knives Out-inspired murder mystery; and The Wedding Party, a dinner escape room at Old Mill Toronto).

The company's core technology is intentionally light-weight: a Bookeo-powered online booking and payment platform handles all ticketing, gift card sales, and reservations, supplemented by standard marketing analytics (Google Analytics, social pixels). The differentiator is not software but creative production — proprietary narrative IPs, bespoke set and costume design, professional live actors, and exclusive partnerships with iconic venues (Casa Loma, Village at Black Creek, Peter Pan Bistro, Old Mill Toronto, Glowbal Restaurant in Vancouver) plus licensed content from Netflix and the Murdoch Mysteries TV franchise. The technology functions as a transactional wrapper over a fundamentally experiential, location-based product.

The business model is direct-to-consumer ticket sales (priced $42–$58.50 CAD for Casa Loma escape rooms, higher tiers for dinner experiences) supplemented by VIP upgrades ($40–$65), private group bookings at a supplement, digital gift cards, and bespoke corporate packages starting at ~$960 for pop-up experiences and scaling to 500-person venue buyouts. Distribution is predominantly self-serve online via Bookeo for consumers, with a dedicated events sales team handling enterprise inquiries. The company has remained privately held and bootstrapped by its three co-founders (Tina, Patrick, and Michael Keenan), and has expanded geographically from Toronto to Vancouver in 2024 with an announced London, UK launch in 2025.

Name

Secret City

Legal name

Secret City Studio Inc.

Website

https://secretcityadventures.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Secret City Adventures is a Toronto-based immersive entertainment company founded in 2014 that designs and operates live, actor-driven escape rooms, open-world puzzle adventures, and theatrical dinner experiences at iconic venues (Casa Loma, Village at Black Creek) for individual consumers, social groups, and corporate clients.

Ownership category

akta.pro rank

Product category

Immersive Entertainment Services

NAICS

Amusement Parks and Arcades (7131), Theater Companies and Dinner Theaters (71111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industries

Private Culinary Experiences (Chef’s Table, Home Dining, Market-to-Meal) (THAJALAH), Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH)

Keywords

• Immersive escape rooms
• Live actor experiences
• Interactive murder mystery
• Corporate team building
• Immersive dining entertainment

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Game Tickets: Per-person ticket sales for escape rooms and immersive experiences. Individual tickets sold at prices ranging from ~$42-$58.50 CAD for Casa Loma escape rooms. General admission format means customers may play alongside strangers unless a private booking is made.
2. Private Group Bookings: Private game bookings for groups wanting exclusive access. Supplemented-cost option available during the standard booking process. Pricing varies by group size and experience type.
3. Dinner Experience Tickets: Per-person tickets for murder mystery dinners (The Perfect Bite) and dinner theatre escape rooms (The Wedding Party), inclusive of a multi-course meal. VIP upgrade packages available for additional fee ($40 for The Perfect Bite Toronto, $45 for The Wedding Party).
4. Lost & Found Adventure Tickets: Per-person or per-team tickets for the open world puzzle adventure at The Village at Black Creek. VIP packages available ($65) including parking, pizza voucher, and limited edition pins. Kids 3 and under admitted free.
5. Corporate Team Building Events: Bespoke corporate event packages ranging from group bookings (20-80 people) to full venue buyouts. 'We Come To You' pop-up experiences where actors and puzzles are brought to client offices or off-site venues. Pricing starts at ~$960 base for pop-up experiences (~$80 per person for 12 people).
6. Gift Cards: Digital gift cards sold via Bookeo platform. Gift cards never expire. Separate gift cards available for different experiences/locations (Casa Loma escape rooms vs. The Perfect Bite Vancouver).

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels8 records

Core offering

Secret City Adventures designs, produces, and operates immersive in-person entertainment experiences — primarily escape rooms, murder mystery dinners, and outdoor open-world puzzle adventures — featuring professional live actors at iconic heritage venues in Toronto and Vancouver. The company sells per-person tickets to consumers through its online booking platform and bespoke corporate team-building packages through a dedicated events sales team, with IP collaborations including a Netflix-licensed Knives Out-inspired dinner experience and a Murdoch Mysteries-licensed escape room.

Product overview

Secret City Adventures operates a portfolio of in-person immersive entertainment experiences centered around escape rooms and theatrical dining. The core offering consists of five escape rooms set within Casa Loma (Station M, The Dragon's Song, Escape from the Tower, King of the Bootleggers, and Murdoch Mysteries), two outdoor experiences at The Village at Black Creek (Where Dark Things Dwell and Lost & Found), and two theatrical dinner experiences (The Perfect Bite and The Wedding Party). The company also offers corporate team building services. Experiences range from medium to challenging difficulty, feature live actors, and target ages 10-16+ depending on the experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Station M A spy-themed escape room set in the underground tunnels beneath Casa Loma where players work as counterspies investigating a Soviet mole discovered in the covert intel hub Station M. For groups of up to 12, ages 12+.
• The Dragon's Song A fantasy-themed escape room set in a Scottish tower at Casa Loma where players embark on a quest to save dragons from extinction by finding the last dragon egg and learning the ancient Dragon's Song. For groups of up to 12, ages 12+.
• Escape from the Tower A WWII-themed escape room set in an undercover lab in Casa Loma's Norman Tower where players assist the Anti-Submarine Detection Research Centre in finding coordinates of enemy U-boats. For groups of up to 12, ages 12+.
• King of the Bootleggers A 1920s prohibition-era escape room set in a speakeasy at Casa Loma where players join notorious gangster Rocco Perri's bootlegging empire to uncover secrets about the King of the Bootleggers. For groups of up to 15, ages 12+.
• Murdoch Mysteries A detective-themed escape room based on the Murdoch Mysteries TV franchise, set in the Coachman's Stables at Casa Loma where players become constables tasked with finding missing Detective Murdoch in 1905 Toronto. For groups of up to 12, ages 12+.
• Where Dark Things Dwell Toronto's largest outdoor escape room set in the historic Village at Black Creek where players investigate possessed villagers and unravel a dark plot in a creepy, medium-difficulty experience.
• Lost & Found Canada's largest immersive open world puzzle adventure at The Village at Black Creek spanning 43 historical buildings across 30 acres, with 11 characters, 20 quests, and 2-4 hour self-paced exploration. VIP package ($65) includes parking, pizza voucher, and limited edition pins.
• The Perfect Bite A Knives Out-inspired murder mystery dinner created in collaboration with Netflix featuring a 4-course meal, 6 live actors, food-based puzzles. Operates in Toronto (Peter Pan Bistro, up to 56 guests) and Vancouver (Glowbal Restaurant, up to 52 guests). VIP upgrade $40 in Toronto.
• The Wedding Party An immersive dinner theatre escape room at Old Mill Toronto where guests attend a wedding reception and solve puzzles while interacting with 8+ live actors. Includes an all-you-can-eat buffet for up to 96 guests. VIP package $45 with gift bag and complimentary parking.
• Team Building Events Corporate team building experiences including private venue buyouts, group bookings, and pop-up experiences (Suspicion for 12-20 players, Whodunnit for 16-40 players, Bangarang for 24-100 players). 'We Come To You' pop-ups start at ~$960 (~$80 per person for 12 people). Serves groups from 12 to 500+ attendees with add-ons including venue, photographer, transit, and catering.
• Gift Cards Digital gift cards sold through the Bookeo platform that never expire, available for different experiences and locations (e.g., separate cards for Casa Loma escape rooms versus The Perfect Bite Vancouver).

Quantifiable outcome

• Over 50,000 players per year across all experiences
• +5 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• NetflixflagshipStrategic or Co-development PartnerSecret City Adventures developed The Perfect Bite murder mystery dinner in collaboration with Netflix, inspired by the Knives Out film series. This is a flagship limited-run experience featuring Netflix IP. The collaboration grants exclusive rights to create an immersive dining experience within the Knives Out/Glass Onion universe. The experience is featured on Netflix's official about page and promoted by Netflix to its subscriber base.
• Murdoch MysteriescoreStrategic or Co-development PartnerLicensed IP partnership for a themed escape room experience. The Murdoch Mysteries escape room is set in Station House No. 4 in 1905 Toronto, matching the show's historical detective fiction setting. Features characters and narrative elements from the Canadian TV franchise.
• Casa LomacoreStrategic or Co-development PartnerStrategic venue partnership at one of Toronto's most iconic historic landmarks. Five escape rooms operate within Casa Loma castle and grounds: Station M (tunnels beneath the castle), Escape from the Tower (Norman Tower), The Dragon's Song (Scottish Tower), King of the Bootleggers (castle speakeasy areas), and Murdoch Mysteries (Coachman's Stable House on grounds). This exclusive access to a major heritage venue is a significant competitive differentiator.
• The Village at Black Creek (Black Creek Pioneer Village)coreStrategic or Co-development PartnerVenue partnership at The Village at Black Creek, a 30-acre open-air heritage museum with 43 historical buildings from the 1800s. Hosts Where Dark Things Dwell (outdoor night escape room) and Lost & Found (Canada's largest immersive open world puzzle adventure). Secret City describes the site as formerly known as Black Creek Pioneer Village.
• Peter Pan BistrocoreStrategic or Co-development PartnerRestaurant venue partnership for The Perfect Bite Toronto murder mystery dinner. Located at 373 Queen St W (side entrance at 145 Peter St), Toronto. A French-inspired bistro operating since 1936, one of Toronto's oldest restaurants. Peter Pan Bistro provides the dining space, 4-course menu, and hospitality staff for the immersive dinner experience.
• Old Mill TorontocoreStrategic or Co-development PartnerHistoric venue partnership for The Wedding Party dinner theatre escape room. Located at 21 Old Mill Rd, Etobicoke. Old Mill Toronto dates to 1793 and has been an entertainment hub for over 110 years. Awarded Top 100 Restaurants in Canada (2023) and Top 100 Romantic Restaurants in Canada (2024). Hosts the all-you-can-eat buffet dinner experience.
• Glowbal RestaurantcoreStrategic or Co-development PartnerRestaurant venue partnership for The Perfect Bite Vancouver murder mystery dinner. Located at 590 W Georgia St, Vancouver BC (2nd floor, elevator accessible). Glowbal is described as a modern contemporary restaurant celebrating global flavors with local seasonal ingredients. Hosts the 4-course dinner experience for up to 52 guests.
• BookeocoreTechnology or IntegrationThird-party booking and payment processing platform powering all ticket sales, gift card purchases, and reservations across Secret City Adventures' experiences. Handles online payments, real-time availability, and customer booking data. Bookeo's integrated payment system processes credit card transactions on behalf of the company.
• Secret City StudioflagshipStrategic or Co-development PartnerRelated entity and creative force behind designing and producing Secret City Adventures' experiences. Secret City Studio is credited as the creative team behind the brand. They handle design, production, and creative development. The Studio operates from secretcity.studio and is listed as a special shoutout on the About page. Tina Keenan and Patrick Keenan appear to be connected to both entities.
• Canadian CaperminorStrategic or Co-development PartnerThe Wedding Party experience is based on 'Night at the Wedding' developed by Canadian Caper. This appears to be an IP or concept licensing relationship for the dinner theatre format.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sandbox VR: Hong Kong/US-based immersive VR entertainment company operating full-body virtual reality experience centers globally. Adjacent competitor for premium immersive entertainment spend, particularly with corporate groups and tourists, though using VR rather than live actors.
• The Mystery League: US-based murder mystery and immersive game company producing custom and ticketed mystery events. Adjacent competitor in narrative-driven, live-actor immersive entertainment, particularly relevant overlap with Secret City's dinner theatre experiences like The Perfect Bite.

Broad incumbents

• Meow Wolf: US-based immersive art and entertainment company operating large-format immersive exhibitions (e.g., House of Eternal Return). Comparable in producing high-production, narrative-driven immersive experiences for consumer audiences, though at significantly larger scale and with permanent installations.
• Punchdrunk: UK-based immersive theatre company behind Sleep No More, the pioneering large-scale immersive theatrical production. Comparable in producing narrative-driven, actor-led immersive experiences for consumer audiences, though at a larger theatrical production scale.

Direct peers

• Breakout Games: US-based escape room franchise with 40+ locations offering themed escape rooms and corporate team-building events. Direct peer in multi-room escape operations, corporate events vertical, and franchised/scaled entertainment.
• 60out Escape Rooms: Los Angeles-based escape room operator with multiple themed rooms and a strong focus on narrative design and live-actor experiences. Comparable in themed room design, live actor integration, and ticketed group entertainment model.
• The Escape Game: US-based escape room chain operating ~30+ locations across major US cities with theme-driven rooms and corporate team-building offerings. Closest direct competitor by business model, mix of themed escape rooms, corporate events, and ticketed group experiences.
• The Great Escape Room: US-based escape room operator with locations in multiple US cities, focused on narrative-driven rooms and group experiences. Comparable in themed room design, group booking model, and live-actor performances.
• Escape Hunt: UK-headquartered escape room operator listed on the Aquis Stock Exchange, with locations across the UK, France, and internationally. Direct peer in themed escape rooms and corporate entertainment, comparable scale and multi-city footprint to Secret City.
• Puzzle Break: Seattle-based escape room company, one of the original US escape room operators (founded 2013), offering live and virtual escape experiences including corporate events. Comparable in escape room focus, corporate event offerings, and live-actor productions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/secretcityadventures
• LinkedInlinkedin.com/company/secret-city
• Instagraminstagram.com/secretcityadventures
• TikToktiktok.com/@secretcityadventures
• Xx.com/secretcitygames

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Secret City