100 Kellogg Lane

What 100 Kellogg Lane does

100 Kellogg Lane is a privately held, multi-tenant entertainment and hospitality complex located in London, Ontario, operated by Rockhard Food & Beverages Inc. on the redeveloped site of the historic Kellogg's cereal factory acquired by The Cribbage Group in 2016. The property spans approximately 1 million square feet and combines attractions, dining, accommodation, office space, event venues, retail, and cultural institutions under a single destination umbrella. The complex is anchored by The Factory (a 170,000+ sq ft indoor family entertainment centre featuring the world's largest indoor ropes course, 145-foot zip-lines, a 20,000+ sq ft trampoline park, arcade, VR zone, and Slime Factory) and adjacent to The Club House (golf simulators, mini golf, duckpin bowling). Other core offerings include Canada's first Hard Rock Hotel (164 rooms, opened April 2025), Papi's Steakhouse (OpenTable Top 100), Powerhouse Brewery, Paradigm Spirits Co., Beer Kitchen, The Factory Canteen, BK Bakery, Mona's Meat Market, the London Children's Museum, the Canadian Medical Hall of Fame Exhibit Hall, the General Store, and the Century Centre / Industrial Theatre Room / Meeting Rooms for corporate and private events. Office space is leased in The Tower to corporate tenants including CARFAX Canada, Compass Group Canada, and Matter Architectural Studio.

The business model is multi-stream and event-driven, with no single revenue line dominant in the disclosed data. Transactional revenue comes from attraction admissions (The Factory day passes, hourly pricing for karaoke at $24.99-$69.99/hour, duckpin bowling at $19.99-$39.99/hour, golf simulator bays, mini golf), restaurant and bar covers, ticketed concerts (e.g., Gord Bamford, Bingo Loco, Tiffany Rice events), and corporate/private event bookings (event venues accommodating 10 to 1,000 guests). Subscription-like or recurring revenue comes from office and designated-desk rentals at The Tower, the two-month Summer Membership for July-August, the London Children's Museum annual membership ($60+HST), and the Hard Rock Hotel Stay and Play Golf packages (starting at $299). Pricing is largely pay-as-you-go with free general admission to the complex, and gift cards are issued across multiple venues.

Go-to-market targets four primary segments: families with children (The Factory, Children's Museum, mini golf), corporate groups and event planners (Century Centre, Industrial Theatre, meeting rooms, team-building activities), adults and young professionals (golf simulators, beer garden, duckpin bowling, live music), and wedding and tourist/staycation parties (Paradigm Spirits Co., Hard Rock Hotel, golf packages). Marketing runs through the company website, social (Instagram, Facebook, X), email newsletter, third-party ticketing (Tixr), restaurant ordering (ToastTab), and the Hard Rock Hotel international brand channel. Distribution is primarily physical/destination-based in the London, Ontario regional catchment, with international draw for Art Comp and Hard Rock Hotel guests.

Name

100 Kellogg Lane

Legal name

Rockhard Food & Beverages Inc.

Website

https://100kellogglane.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

100 Kellogg Lane operates a 1 million sq ft multi-tenant entertainment complex in London, Ontario anchored by The Factory indoor family entertainment centre, Canada's first Hard Rock Hotel, and 8+ dining venues, serving families, corporate groups, tourists, and wedding parties.

Ownership category

akta.pro rank

Product category

Entertainment Complex

NAICS

Amusement Parks and Arcades (7131), Amusement, Gambling, and Recreation Industries (713), Amusement Arcades (71312), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

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

akta.pro secondary industries

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE), Fairgrounds & Expo Parks (THAHAAAH), Arenas & Indoor Sports Centers (MPAKAEAB), Festival, Fair & Event Mobile Concessions (THAFAHAI)

Keywords

• Entertainment complex
• Indoor family entertainment
• Event venue hosting
• Dining and beverage
• Corporate event spaces

Headquarters

HQ city

London

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Attraction Admissions and Activity Fees: Revenue from trampoline park, ropes course, arcade, mini golf, duckpin bowling, karaoke, and other activity admissions. Pricing varies by activity with hourly rates for attractions like karaoke ($24.99-$69.99/hour), bowling ($19.99-$39.99/hour), and day passes for The Factory.
2. Food and Beverage Sales: Multiple on-site restaurants and bars including Powerhouse Brewery, Beer Kitchen, The Club House, Papi's Steakhouse, BK Bakery, Paradigm Spirits Co., and General Store generate food and beverage revenue.
3. Office and Retail Space Rentals: The Tower offers private offices and designated desk spaces to businesses. The 1 million square foot facility houses multiple corporate tenants including CARFAX Canada, Compass Group, and various professional services firms.
4. Corporate Events and Private Bookings: Event spaces including Century Centre (up to 1,000 guests), Industrial Theatre Room (250 guests), Paradigm Spirits Co. (205 guests), and meeting rooms are rented for corporate events, weddings, galas, and private parties.
5. Seasonal Memberships: Summer membership programs offering unlimited access to trampolines, arcade, ropes course, and complimentary beverages for July and August.
6. Ticketed Events and Concerts: Revenue from ticketed events including concerts (Gord Bamford, Bingo Loco), psychic readings, and special programming.
7. Art Competition Prize Fund: Art Comp 2026 awards $200,000 in total prizes including $100,000 Panel's Choice Grand Prize and People's Choice prizes totaling $100,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

100 Kellogg Lane operates Canada's largest entertainment complex, a roughly 1 million square foot mixed-use destination in London, Ontario, housing The Factory indoor family entertainment centre (ropes course, trampolines, arcade, VR, bowling, mini golf, karaoke), eight-plus restaurants and bars, Canada's first Hard Rock Hotel, event venues, office rentals, and cultural attractions (London Children's Museum, Canadian Medical Hall of Fame). Revenue is generated through attraction admissions, food and beverage sales, hotel stays, corporate and wedding event bookings, office space rentals, and ticketed concerts.

Product overview

100 Kellogg Lane is Canada's largest entertainment complex located in London, Ontario, spanning approximately 1 million square feet within a historic Kellogg's cereal factory. The complex operates as a multi-venue platform featuring The Factory (Canada's largest indoor family entertainment centre at 170,000+ sq. ft. with the world's largest indoor ropes course, trampolines, arcade, VR, and Slime Factory) as the anchor attraction, alongside a portfolio of dining venues (The Beer Kitchen, Papi's Steakhouse, The Club House restaurant, Powerhouse Brewery, Paradigm Spirits Co., BK Bakery, The Factory Canteen, Mona's Meat Market, Starbucks), accommodation (Canada's first Hard Rock Hotel, opened April 2025), retail (General Store, Guess Where Trips), cultural attractions (London Children's Museum, Canadian Medical Hall of Fame Exhibit Hall), and event spaces (Century Centre for up to 1,000 guests, Industrial Theatre Room, Meeting Rooms). The venue also offers corporate event hosting, team-building activities, wedding packages, office rentals at The Tower, and a Stay and Play Golf Experience package. 100 Kellogg Lane is managed by Rockhard Food & Beverages and the Cribbage Group.

Differentiator

Problem solved

Functional benefit

Brands

• The Factory: Canada's largest indoor family entertainment centre spanning over 170,000 sq. ft. with the largest indoor ropes course in the world, zip-lines, trampoline park, warrior course, arcade, kids' indoor playground, and virtual reality zone.
• Beer Kitchen
• The Club House
• Paradigm Spirits Co.
• Hard Rock Hotel London, Ontario
• Powerhouse Brewery
• General Store
• Mona's Meat Market
• Guess Where Trips
• Papi's Steakhouse

Products and services

• The Factory Canada's largest indoor family entertainment centre spanning over 170,000 square feet, featuring the largest indoor ropes course in the world with 145-foot ziplines, a 20,000+ sq ft trampoline park, a 75+ game arcade, kids' indoor playground, virtual reality zone, duckpin bowling, karaoke, mini golf, and the Slime Factory. Designed for families, children, and groups.
• Hard Rock Hotel London Ontario Canada's first Hard Rock Hotel, a 164-room property including a Rock Star Suite, featuring the Sound of Your Stay music program with Crosley turntables and Fender guitars, Body Rock fitness centre, indoor-outdoor pool with underwater sound system, Sessions Restaurant & Patio, GMT-5 Lobby Lounge, and 1913 Speakeasy. Serves tourists, staycationers, and corporate guests.
• The Club House A 28,000 sq ft state-of-the-art indoor sport, dining, and lounge experience featuring 30+ multi-sport golf simulators on iconic world courses, a 12-hole Canadian-themed mini golf course (CN Tower, Niagara Falls), duckpin bowling with interactive projections, and a full-service restaurant and bar with capacity up to 360 guests.
• Paradigm Spirits Co. A boutique distillery transforming Kellogg's cereal-grain heritage into award-winning spirits including vodkas, gins, and whiskies, complemented by Shift Session Cocktails in cans and an in-house cocktail program. Also features a covered patio and 9,300 sq ft event space hosting weddings up to 205 guests.
• Powerhouse Brewery A family-owned and operated Ontario craft brewer located in the central courtyard, housed in a heritage building constructed in 1931 that originally generated electricity for the Kellogg's factory. Offers craft beer, brewery tours, tastings, live music Thursdays, trivia Tuesdays, and a smokehouse dining experience.
• The Beer Kitchen A German-style beer garden with tank-to-glass beer served directly from the tanks, monthly themed menus, and entertainment including line dancing and trivia nights. Pints start at $4.50.
• Papi's Steakhouse A luxurious steakhouse offering fine dining in the heart of 100 Kellogg Lane, recognized as an OpenTable Top 100 restaurant in Canada, serving brunch, lunch, and dinner.
• The Factory Canteen On-site food and beverage outlet at The Factory offering Shaw's ice cream, coffee and espresso, burgers and fries, artisan sandwiches and salads, thin-crust Italian-style pizzas, hot dogs, deep-fried favourites, kids meals, and a fully licensed bar. Mobile ordering available via Toasttab.
• BK Bakery An on-site bakery offering fresh bread, pastries, sweet and savoury treats, located adjacent to the Beer Kitchen.
• Mona's Meat Market A local butcher shop offering premium meats, diverse cheese selection, in-house crafted fresh pasta and savoury pasta sauces, and pantry items for at-home cooking.
• Century Centre The newest and largest event venue at 100 Kellogg Lane on the Third Level, a blank-canvas space with towering windows and an observation deck balcony overlooking the Courtyard and Hard Rock Hotel, accommodating up to 1,000 guests.
• The Industrial Theatre Room An event space showcasing Kellogg's industrial heritage with concrete walls, overhead pipes, and windows overlooking the Hero Room. Accommodates up to 250 guests across 5,017 sq ft.
• Meeting Room Rentals Board rooms, meeting spaces, and breakout rooms accommodating 3 to 100 guests, complete with in-house catering and TVs with HDMI hookups. Rooms include Meeting Room 1 (up to 18), Meeting Room 3 (up to 13), Meeting Room 5 (up to 23), Large Room (up to 60), and Corporate Room (up to 100).
• Corporate Events and Team Building Corporate event hosting and team-building services accommodating 10 to 1,000 guests, including conferences, holiday parties, galas, and private parties. Team-building activities include high ropes, trampolines, arcade, warrior course, multi-sport simulators, duckpin bowling, and mini golf.
• Wedding Packages Wedding venue and planning services at Paradigm Spirits Co. (up to 205 guests), Century Centre (up to 1,000 guests), and Industrial Theatre Room (up to 250 guests). Includes customizable packages with catering, décor, and on-site Hard Rock Hotel accommodation.
• Office Rentals at The Tower Office space solutions at The Tower including private offices in various sizes (12-month term) and designated desks with weekly and monthly packages. Includes free parking, Wi-Fi, reception and mail services, and boardroom and copy/print centre access.
• Stay and Play Golf Experience A golf getaway package combining accommodation at Hard Rock Hotel London with tee times at Tarandowah Golfers Club and FireRock Golf Club, shuttle transportation, warm-up access to golf simulators at The Club House, and dining experiences at on-site restaurants. Packages starting at $299.
• Karaoke A private karaoke booth at The Factory accommodating up to 8 people with hundreds of songs available. Beverages permitted in the booth; food allowed on private tables just outside.
• 10K Hole-in-One Challenge A golf simulator challenge offering $10 for 10 shots with a chance to win $10,000 CAD. Available seven days a week when a golf simulator is open. Contest period runs February 8 to December 30, 2026.
• Duckpin Bowling A fun-sized version of bowling at The Club House with shorter lanes, smaller pins, palm-sized balls without finger holes, interactive projection game modes, and classic 10-pin bowling with reactive projections. Maximum 4 players per lane.
• Summer Membership A two-month summer membership (July and August 2026) providing unlimited trampoline park and arcade play, unlimited slushies and fountain pop refills with a Reini Cup, unlimited ropes course access, outdoor playground access, plus 50% off mini golf, 15% off day camps, and 10% off ticketed events and Slime Factory.
• Art Comp Canada's largest art competition held annually at 100 Kellogg Lane, now in its fifth year. Features 100 artists with prizes totalling $200,000 including a Panel's Choice Grand Prize of $100,000 and People's Choice awards. Art pieces are distributed throughout the complex and free to explore.
• Gift Cards Gift cards available for The Factory, Beer Kitchen, BK Bakery, The Club House, Papi's, Paradigm Spirits Co., Powerhouse, and Mona's Meat Market, enabling gifting across attractions, dining, and retail experiences at 100 Kellogg Lane.
• General Store An on-site retail store offering 100 Kellogg Lane merchandise, locally-made snacks, home bar essentials including Paradigm Spirits products, The Patch Bar for custom patch application on apparel, and a variety of gift items.
• Guess Where Trips A London-based company creating ready-to-go road trip experiences with self-guided adventures to hidden gems and local favourites. At 100 Kellogg Lane, offers surprise road trip packages, experience-based gifts, travel-inspired products, and exclusive retail items.
• London Children's Museum An interactive children's museum relocated to 100 Kellogg Lane in early 2025, serving children aged 0 to 9 with eight hands-on exhibits, daily programs and events, curriculum-connected education programs, and day camps. Admission: $15.50 per person, infants free, members free.

Quantifiable outcome

• Canada's largest entertainment complex
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered flagship, core, major and minor.

• Hard Rock HotelflagshipStrategic or Co-development Partner · 1 April 2025Canada's first Hard Rock Hotel opened April 2025 at 100 Kellogg Lane. The 164-room property includes a Rock Star Suite and brings signature Hard Rock amenities including The Sound of Your Stay music program, Body Rock fitness center, and indoor-outdoor pool with underwater sound system. Blends building's industrial history with contemporary luxury design.
• The FactorycoreStrategic or Co-development PartnerCanada's biggest indoor family entertainment centre spanning over 170,000 sq ft. Features the largest indoor ropes course in the world, 145-foot ziplines, 20,000+ sq ft trampoline park, arcade, kids' indoor playground, and virtual reality zone. Opened 2018.
• Powerhouse Brewing CompanycoreStrategic or Co-development PartnerFamily-owned and operated Ontario craft brewer located in the central courtyard. Opened 2019 in the historic Powerhouse building (originally 1931 steam turbine electricity generation for Kellogg's factory). Offers tours, tastings, live music Thursdays, trivia Tuesdays, bingo Wednesdays, and Power Pup Social Sundays.
• Paradigm Spirits Co.coreStrategic or Co-development PartnerBoutique distillery reimagining Kellogg's cereal production roots into spirits. Award-winning vodkas, gins, and whiskies. Shift Session Cocktails in cans. Features whiskey barrel cask walls and covered patio. Hosts weddings up to 205 guests in 9,300 sq ft space.
• The Beer KitchencoreStrategic or Co-development PartnerGerman-style beer garden with tank-to-glass beer served directly from tanks. Monthly themed menus. Hours Sun-Thu 11am-9pm, Fri-Sat 11am-11pm. Pints starting at $4.50. Hosts line dancing, trivia nights, and jukebox bingo.
• The Club HousecoreStrategic or Co-development PartnerSports lounge with 30+ golf simulators on world courses, 12-hole Canadian-themed mini golf (CN Tower, Niagara Falls), duckpin bowling, and restaurant/bar. Spans 28,000 sq ft, capacity 360 guests. Opened 2020.
• Papi's SteakhousemajorChannel Partner/ Reseller/ DistributorLuxurious steakhouse offering fine dining. Named Top 100 restaurant in Canada on OpenTable. Located at 100 Kellogg Lane. Part of 100KL dining portfolio.
• The Canadian Medical Hall of FameminorStrategic or Co-development PartnerNational charitable organization exhibit hall showcasing 140+ Canadian medical icons through portrait gallery, exhibits, and interactive Laureate theatre. Located on Lower Emporium at 100 Kellogg Lane.
• London Children's MuseumminorStrategic or Co-development PartnerRelocated to 100 Kellogg Lane and opened early 2025. Curates hands-on play experiences for children aged 0-9. Eight interactive exhibits, daily programs, education field trips, and day camps. Cherished since 1977.
• CARFAX CanadamajorChannel Partner/ Reseller/ DistributorVehicle history and valuation company. Canadian headquarters in London, Ontario supporting Canadian and U.S. markets. Draws on billions of data records. Part of S&P Global (NYSE: SPGI). Consistently recognized as top employer.
• Compass Group CanadamajorChannel Partner/ Reseller/ DistributorCanada's leading foodservice and support services provider. 25,000+ associates in 2,300+ locations. Recognized as Canada's Most Admired Corporate Cultures (2021+), Great Place to Work certified (2019+), Best Workplaces in Canada (2022, 2024, 2025).
• Mosaic MedicalminorImplementation/ SI/ Consulting PartnerHealthcare services provider offering full scope First Aid and CPR training courses at 100 Kellogg Lane. Emergency medical partner in the building during operating hours, located next to The Factory. Staff trained to paramedic and nurse level.
• Courtyard EventsminorStrategic or Co-development PartnerHosts special events including The Spring Market, The Merry Market, and Art Comp at 100 Kellogg Lane.
• The Branding Firm Inc.minorChannel Partner/ Reseller/ DistributorAward-winning boutique marketing agency Strengthening Brands From The Inside Out. Offers online and offline marketing solutions focused on customer experiences. Located at 100 Kellogg Lane offices.
• KENCO/Drexel IndustriesminorChannel Partner/ Reseller/ DistributorWholesale distribution and third-party logistics service provider. Turnkey solution with strong retail partnerships connecting products to customers across North America. Advanced logistic and technological capabilities.
• Guess Where TripsminorChannel Partner/ Reseller/ DistributorLondon-based company creating ready-to-go road trip experiences. Self-guided adventures to hidden gems and local favorites. Sells surprise road trip packages, experience-based gifts, and travel-inspired products at 100 Kellogg Lane location.
• Tarandowah Golfers ClubminorStrategic or Co-development PartnerLinks-style golf course inspired by British Isles layouts. Featured course in Stay and Play Golf packages. Rolling fairways, natural fescue grasses, strategic bunkering.
• FireRock Golf ClubminorStrategic or Co-development PartnerPremier public golf course. Known for pristine conditioning and scenic landscapes. Featured in Stay and Play packages with shuttle transportation available.
• Tiffany Rice (Spirit Tiff)minorStrategic or Co-development PartnerEVIDENTIAL Spirit Medium appearing at Paradigm Spirits Co. Gallery Reading (80 guests) and Breakfast with Tiffany (14 guests intimate). Guest appearances on Jeff Lewis Live, Bravo's The Valley, and Summer House.
• Bingo LocominorStrategic or Co-development PartnerInteractive bingo party event. Sold out 200+ cities worldwide. Features DJs, dance-offs, lip-sync battles, confetti showers, and crazy prizes. Hosted at Century Centre.

Scale indicators17 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Cineplex Entertainment: Canada's largest movie exhibitor and owner of The Rec Room and Playdium. Comparable as a Canadian entertainment venue operator with diversified formats (theatres, entertainment complexes, F&B) and a relevant corporate parent for similar businesses.
• Hard Rock International: Global hospitality and entertainment brand operating hotels, cafes, casinos, and live music venues. Comparable as the parent brand behind the Hard Rock Hotel at 100 Kellogg Lane and a benchmark for hotel-attraction integrated entertainment assets.
• SeaWorld Entertainment: U.S. operator of theme parks, water parks, and family entertainment destinations with hotel and event components. Adjacent comparable for destination entertainment resorts with multi-attraction, ticketed, and ancillary revenue model.

Direct peers

• The Rec Room: Canadian indoor entertainment complex chain (Cineplex subsidiary) combining arcade games, virtual reality, bowling, axe throwing, live entertainment, and dining. Direct peer across the indoor family entertainment, F&B, and event hosting dimensions.
• Dave & Buster's: U.S. entertainment and dining chain combining large-format arcades, sports viewing, food, and event spaces. Closest international comparable on business model: pay-per-play attractions plus full-service F&B plus corporate events and parties.
• Main Event Entertainment: U.S. family entertainment centers combining bowling, laser tag, VR, arcade, billiards, gravity ropes courses, and food. Direct comparable across attractions mix, F&B integration, and corporate/group event orientation.
• Playdium: Canadian indoor amusement arcade and entertainment venue chain featuring games, rides, bowling, and food service. Directly comparable as a multi-attraction indoor entertainment operator targeting families and groups.
• West Edmonton Mall: World's largest shopping and entertainment complex in Edmonton, Alberta, featuring an indoor amusement park (Galaxyland), waterpark, ice rink, hotel, and dining. Direct peer as a Canadian multi-attraction entertainment destination with hotel integration.
• Great Wolf Lodge: Indoor waterpark resort chain with hotel, attractions, dining, and event spaces under one roof. Direct peer on hotel + indoor family attractions + F&B + event hosting hybrid model.

Regional players

• Fallsview Casino Resort: Large Canadian destination resort and entertainment complex (Niagara Falls) with hotel, gaming, dining, concerts, and event spaces. Comparable as a Canadian destination entertainment venue combining hotel, dining, ticketed entertainment, and event hosting.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/100kellogglane
• Instagraminstagram.com/100kgeneralstore
• Xx.com/100kellogg
• LinkedInlinkedin.com/company/100-kellogg-lane

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 100 Kellogg Lane