Business owner expands on family's Mirror Maze legacy in Pier Park. Here's what's new.

Ebonee Burrell, The News Herald
·3 min read

PANAMA CITY BEACH — The Emerald Coast Mirror Maze & Laser Craze is more than a local attraction for owner Kimberly Sprague; it's a family legacy she's carrying on from her late sister and brother-in-law.

In 2008, Wendi and Jeremy Hamilton opened the attraction in Pier Park that features a mirror maze, laser vault and laser tag. Sprague traveled from her home in North Carolina to help run the attraction with her sister after her brother-in-law died in 2019, and became the manager a year later after the passing of her sister.

Kimberly Sprague and Chad Mattes are partners in the Emerald Coast Mirror Maze & Laser Craze in Pier Park. The pair have been renovating the attraction that also features laser tag, Bazooka Ball and a laser vault.
Kimberly Sprague and Chad Mattes are partners in the Emerald Coast Mirror Maze & Laser Craze in Pier Park. The pair have been renovating the attraction that also features laser tag, Bazooka Ball and a laser vault.

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Sprague's journey to continue the attraction started in late 2021, as she planted her roots in Panama City Beach and purchased the business to keep it in her family. She immediately began adding to the attraction to create a space where guests can make memories.

"I don't want to take away from anything that my sister started, and I just want to build on it because I want to keep her and Jeremy's legacy alive as the place where families come and make memories each year," Sprague said. "That's my main goal, and I don't want to change anything about it."

What's new and what's to come

Celsey Copeland, and Sophie and Lilli McDonald try to navigate their way around the maze at Emerald Coast Mirror Maze & Laser Craze in Pier Park.
Celsey Copeland, and Sophie and Lilli McDonald try to navigate their way around the maze at Emerald Coast Mirror Maze & Laser Craze in Pier Park.

Sprague spent months revitalizing the business, adding minor features to keep the cosmetics of the attraction up to date with family-friendly activities for all ages. Throughout that time, she installed glow-in-the-dark carpeting to the mirror maze, an arcade, personalized graphics on the laser tag walls, blacklight fixtures throughout the attractions and a Bazooka Ball activity.

While Sprague has worked on most of the renovations herself, she received help from her long-time friend and now business partner, Chad Mattes, who recently moved from Nebraska. Mattes plans to incorporate a turtle mascot statue for the attraction as a tribute to his late mother, who loved turtles.

"When I came down in 2021 to help manage the business, I had a great time. But then I saw the opportunity to move down here and enjoy it every day," Mattes said. "I just want our business to be a fun place that anyone loves visiting, and I think we have that already, so growing it to be more than what it is now is important to me."

Challenges have been many

Kimberly Sprague, owner of the Emerald Coast Mirror Maze & Laser Craze, says the remodeled attraction is almost complete but still a work in progress, noting that she wants to add an infinity mirror hallway, more arcade games, and a prize redemption counter.
Kimberly Sprague, owner of the Emerald Coast Mirror Maze & Laser Craze, says the remodeled attraction is almost complete but still a work in progress, noting that she wants to add an infinity mirror hallway, more arcade games, and a prize redemption counter.

Sprague had faced several challenges trying to complete her vision, including supply shortages, equipment taking months to arrive and searching for contractors. However, her biggest challenge has been running the business without her sister.

"There's just so many memories in this place, so coming here every day and seeing what my sister started here in Panama City Beach and knowing she's not here has probably been the biggest challenge for me," she said.

Sprague said the remodeled attraction is almost complete but still a work in progress, noting that she wants to add an infinity mirror hallway, more arcade games, and a prize redemption counter. In addition, she plans to expand the business and host community-oriented events.

Sprague anticipates the completion of all renovations by Memorial Day weekend so she can launch the summer break season as a fully remodeled attraction.

"My vision is to keep those family traditions that are built around this attraction," she said. "This was a lot to take on for me, and I'm still working through things, but it's come a long way, and I'm excited for my ideas to leave that memorable impact."

Emerald Coast Mirror Maze is located on Pier Park Drive, between Build-a-Bear Workshop and Buffalo Wild Wings. It is open daily from 10 a.m. to 10 p.m. from May through October, and from 10 a.m. to 9 a.m. Monday through Saturday and from noon to 6 p.m. Sunday during the off-season.

This article originally appeared on The News Herald: Pier Park's Emerald Coast Mirror Maze attraction revamped by new owner