Permit Reveals What’s Finally Happening to Disney’s Most Cursed Location
Level99 has filed a permit for exterior signage at its upcoming Disney Springs venue. The filing represents the first visible construction progress since Disney announced the interactive gaming center would replace the NBA Experience nearly a year ago.
Permit Details
The Notice of Commencement lists “DisneyQuest” as the work location with Level99 as the responsible party. Lauretano Sign Group, based in Plymouth, Connecticut, will handle the installation of exterior signage.
The permit scope indicates new signage will soon be visible as the venue prepares for its 2026 opening at Disney Springs West Side.
Level99 Concept
Level99 is an interactive social entertainment experience featuring challenge rooms. The company operates locations across the East Coast, with Disney Springs marking its fifth venue and first Florida location.
Typical experiences include 2-3 hours of gameplay followed by food and drinks at the scratch kitchen and bar. Some players stay all day. The venue features challenge rooms where teams of 2-6 players work together on themed physical or mental challenges lasting 1-4 minutes, arena duels for player-versus-player competition, and art hunts where players search for hidden glyphs among hundreds of pieces of commissioned local art.
Disney Springs Venue Size
The Disney Springs location will be Level99’s largest, featuring over 60 challenge rooms and duels across 45,000 square feet on two levels. The venue can host upwards of 1,000 players simultaneously.
A two-story bar serving handcrafted cocktails and local beers will serve as the centerpiece. The chef-crafted menu includes Level99’s signature award-winning Detroit-style pizza. The company plans to hire over 100 employees for the location, which will be Level99’s only venue serving greater Orlando.
Building History
The Disney Springs West Side building has housed multiple failed entertainment concepts. DisneyQuest opened in 1998 as a multi-level immersive arcade with state-of-the-art attractions and classic games. It operated nearly two decades before closing in 2017.
The NBA Experience replaced DisneyQuest in 2019, offering a basketball-themed activity center with memorabilia, hands-on attractions, and games. Adult admission cost $34 with child tickets at $29. The pricing and value proposition faced immediate questions.
The NBA Experience closed during COVID-19 lockdowns in 2020 and never reopened. Disney permanently closed it in 2021 after barely two years of operation. Estimates suggest Disney spent tens of millions on the concept.
Level99 Leadership
Level99 founder and CEO Matthew DuPlessie is an MIT engineer and Harvard Business School graduate considered the inventor of today’s modern escape room industry. He launched the first escape room-style concept in 2004.
DuPlessie opened the first Level99 location in 2021 after contemplating how to build durable, broadly appealing experiences combining video game mechanics with creative physical and mental challenges for competitive real-life social settings.
Level99’s proprietary entertainment offerings are developed in the company’s game design studio where creators and engineers produce new challenges yearly to keep experiences fresh.
Disney Selection
Disney selected Level99 after comprehensive review of the location-based entertainment industry. Level99 is backed by Act III Holdings, the investment vehicle led by Panera founder and current CAVA Chair Ron Shaich.
The Disney Springs opening represents significant expansion for Level99 as it targets national growth. CEO DuPlessie stated the vision is making “challenge rooms” a mainstream concept, with Disney Springs as the next step in expanding the brand nationally.
Looking Forward
Whether Level99 can succeed where DisneyQuest and NBA Experience failed depends on addressing issues that doomed previous tenants. The replayability through constantly refreshed challenges addresses staleness concerns. Food and beverage focus creates revenue streams beyond admission.
The 2-3 hour typical experience with all-day stay options suggests substantial per-guest spending through food, beverages, and extended play rather than quick visits.
For Disney Springs, successfully filling this building with a sustainable tenant would close a chapter of repeated failures at the West Side location.
