Deep Blue brings a little bit of magic to Evansville
Stepping into the beautiful underwater play space that is Deep Blue Indoor Play, one might not realize that Emily Crawford’s story is one of great imagination, hard work, and sometimes thick skin. The space has no cookie cutter designs - each one has been intricately designed and often assembled by Emily and her husband, Daniel, themselves. Did you know that the octopus, “Blue,” has blue eyes? Would you have noticed that the handicap parking signs are mermaids and pirates?
The story of Deep Blue began in Emily’s mind, cultivated by her time working as Disney princesses Little Mermaid and Sleeping Beauty and a desire to one day open a Family Entertainment Center. But Emily had to be patient.
Emily’s formal training was as an ultrasound tech, an occupation she enjoyed for many years. She moved from that role to helping her husband with administrative work for his business. One day, on a hike in Yosemite National Park, Emily was reflecting on her life and decided she didn’t want to be a secretary any more. She had ideas and wanted a chance for them to come to life. Her husband agreed, and work on Deep Blue began.
In 2019, Emily had her sights on a location in Evansville and things were moving ahead. Then COVID hit, she was not able to get the loan, and she lost the building. Thus began a two year process of research, designing, and planning while she kept the dream alive - filling her house with signs, decorations, and props - all while keeping the business idea hidden from family and friends.
By the spring of 2022, she was able to secure a loan through First Bank. Arc Construction took on the task of turning two buildings into one and was able to complete the job in 9 months. Sometimes working 20 hour days and sleeping on the floor, Emily painstakingly made her vision become reality.
During this time, Emily’s banker connected her with Doug Claybourn, a business advisor with the Southwest Indiana Small Business Development Center (SBDC). To operate a small business of this magnitude was a huge financial undertaking, but another challenge was setting up all the vendors, software, and contracts required for something like this. Emily says Doug was fantastic, able to pose questions about things she hadn’t thought of and connecting her to others in the community who could help. Doug says,”Emily came to us with a clear vision and a drive far greater than most people who want to start-up a business, especially one that would be so demanding and involved. All I had to do was encourage and cheer her on, keeping her focused on building a good business plan and ensuring her cash flow projections were realistic.”
Deep Blue opened its doors to the public in September 2022. Emily is overjoyed to bring a little bit of magic to the children of Evansville, and wants to ensure that kids of all ages, abilities, and financial situations have the opportunity to visit.
As with every small business, the ups and downs are constant. The ever-rising cost of supplies has been a challenge as well as new competition. Leading a team of young employees presents scheduling and management challenges, but Emily enjoys working with teenagers who are often experiencing their first real job. Emily and her husband both work tirelessly and can be found sweeping the floors, scrubbing toilets, you name it.
They make a point to answer every customer inquiry, good or bad, and realize that some days you have to have thick skin and smile even when you don't want to. They have learned a lot in their first year and a half and are constantly listening and adjusting to meet customer needs. Just this spring they opened a new toddler area to serve their youngest customers, paying special attention to parent visibility, sensory activities, and barriers for peace of mind. They have also adjusted birthday party capacities and are adding additional parking.
Despite the challenges involved, seeing the kids’ reactions and excitement when they come in the doors brings joy every day. Emily says her goal is to make every child feel special, and she believes her team is successfully doing just that.
Learn more about Deep Blue Indoor Play at https://www.deepblueevansville.com/ or on social media. And if you visit in person, don’t forget to add your home location to their visitor map!