The Hub Stadium and the Museum of Ice Cream
by Barry Zelickson
T his month, we head to two locations that sit on very different ends of the entertainment spectrum but share a common goal: to create an experience guests actually remember. First, we headed to Novi, Michigan, to visit The Hub, then down to Austin, Texas, for a stop at the Museum of Ice Cream.
One is a massive, event-driven facility built to host everything from corporate outings to league play. The other is a highly themed, self-guided experience built around joy, color and, of course, ice cream! Here’s what stood out at each stop, and why both deserve attention from operators across the industry.
The Hub Stadium — Novi, Michigan
From the moment Nate walked into The Hub, the scale of the place was impossible to miss. This is one of the largest facilities we’ve visited, and it’s clear that size was intentional. The building is designed around hosting events first, then layering in attractions, food and social spaces that support that mission.
Early in the visit, Nate was shown one of the private event spaces, the Sapphire Room, which includes something you don’t see often: a fully private bar. As the team explained, “Not many facilities have rooms where you actually have a full private bar. People like being able to access their own bar, especially if you have a bar package. You’re not waiting for a bartender to come over to you. They’re there for you.”
That philosophy shows up throughout the building. Event spaces are flexible, configurable and thoughtfully placed so groups can feel both connected to the action and comfortably separated when needed. Glass is used everywhere, creating visibility without noise bleed. As Nate pointed out during the tour, the sound difference is dramatic once you step inside a private room. “It must be thick glass,” he joked. “It cost us a pretty penny,” came the reply.
The Game Bar acts as the heart of the facility, surrounded by axe throwing, football bowling lanes and nearby event rooms. The football bowling, in particular, stood out as a strong group activity. It blends bowling, cornhole and football into a team-based experience that works especially well for corporate groups and leagues.
Then there’s curling!
Upstairs, The Hub features a full curling arena along with a lounge and Ice Bar. The lounge includes eight curling tables designed to look exactly like curling sheets, targets and all, overlooking the ice below. “We see about 2,500 to 3,000 people a year just for curling,” Nate was told, which is impressive for an activity that many guests are trying for the first time, including Nate!
With a curling pro walking him through the basics, the goal quickly became survival. “You did not tip over,” the instructor said after Nate’s first attempt. “Success is a spectrum.” Fair enough.
Food is a major part of the experience here, and The Hub did not hold back. Nate was presented with what may be the most over-the-top spread we’ve seen on the show: pizza, tacos, fajitas, nachos, pretzels, steak and more. The pizza, made in an Italian oven, earned an enthusiastic endorsement. “Straight from Italy,” Nate said between bites. The meal ended with a massive slice of red velvet cake that felt more like a victory lap than dessert.
By the end of the visit, it was clear The Hub knows exactly who it is. It’s big, bold and unapologetically built for events. Everything supports that purpose, and it shows. You can also check out their other location in Auburn Hills.
Museum of Ice Cream — Austin, Texas
The shift from Novi to Austin couldn’t have been more dramatic.
The Museum of Ice Cream isn’t trying to be a traditional museum, and it doesn’t pretend otherwise. As Nate was told early on, “It’s basically an experience museum. It’s self-guided, so you can take as much time as you want. On average it’s about an hour or two, but you can stay until we close. We do not care.”
Before entering, Nate had to choose an ice cream name for the day. He became Vanilla Bean. His guide was Chocolate Milkshake, who laid out the experience clearly: games, themed rooms, scavenger hunts and unlimited ice cream across multiple tasting stations.
The visit started with their signature pink vanilla soft serve, which immediately set itself apart. “Most soft serve is made with three to six percent milk fat,” Nate learned. “Ours is fourteen percent.” The result was rich, creamy and memorable. “That is next level,” Nate said. “That’s a 10 out of 10.”
Each room inside the museum is visually distinct and intentionally playful. Carnival-style games, rainbow hallways, interactive trivia, magnet walls filled with guest notes, and even a zodiac-based flavor profile station, all encourage guests to slow down and engage. Along the way, Nate sampled sea salt ice cream, cappuccino crunch and a dairy-free cherry Dole Whip that somehow tastes like a red Starburst.
Of all the flavors, the pink vanilla remained the favorite.
The experience culminated in the sprinkle pool, where guests search for a hidden golden sprinkle. Find it and you win a prize. Nate searched for nearly 30 minutes and came up empty. The slide into the pool, however, made the effort worthwhile.
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The Museum of Ice Cream works because it knows exactly what it is selling. It’s not education in the traditional sense. It’s joy, indulgence and shared moments. It’s designed for kids, adults, couples and anyone willing to lean into the experience.
One important note for operators and fans: the Austin location has closed and is expected to relocate elsewhere in Texas, but there are seven other current locations you can currently visit.
What connects these two very different stops is clarity. The Hub is built around events and group experiences, and every design decision supports that goal. The Museum of Ice Cream is built around delight and memory-making, and it never loses sight of that purpose.
Different formats. Different markets. Same takeaway. When a venue knows who it’s for and designs honestly around that truth, guests feel it immediately.
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Fun Across America extends a special thank you to its partners who help make these explorations possible. Rhode Island Novelty, an industry leader in redemption and amusement prizes with over 14,000 SKUs, continues to support operators and elevate guest experiences and Semnox, a leader in innovative, holistic technology solutions tailored to the leisure and entertainment world.
We’ll see you at the next stop.
Barry Zelickson, is the co-creator of Fun Across America, a YouTube channel travelogue show. Zelickson has worked in the entertainment field for almost 30 years and has been awarded several IAAPA Brass Ring awards including one of the association’s highest honors, Family Entertainment Center of the World. His other projects include commercials, infomercials, feature films, documentaries, live events and entertainment centers.
Nate Reinhart, host and co-creator of Fun Across America, is a content creator for NalterDeeds and NalterCards on YouTube and content consultant for creators and businesses alike. After a shoutout from MrBeast, Nate has accumulated over 250,000 subscribers on his YouTube channels.