Built from a former furniture showroom, Shauna Grammatico and her husband, Joe opened Epic Rollertainment in December of 2013. What’s so epic about this particular roller rink? First, let’s start with the name. It’s a cool, hip, and original brand with a surfer beach theme that rolls throughout the venue. It’s a shining example of how roller rinks can serve today’s skaters. Second, it’s nothing like your parent’s skate center.
Entering the vast 28,000 square foot building you feel like you’re at the beach. The only thing missing is the smell of the salt water and suntan lotion. The front entry showcases surfboard advertising and a picket fence, along with a sign that reminds visitors to stop and pay.
A food truck hides the large kitchen in the back by the snack bar, and continues the beach theme. On the menu, there’s wraps, gourmet pizza, salads, craft beer, and wine! And the EPIC SK8 California license plate on the food truck adds another touch.
The beachfront pro shop, On Shore Wheels and Things is stocked with skates, parts, shirts, tools, laces, stickers, doo dads and everything a skater could want or need. I could have spent an hour in there and probably run up a huge bill as well, except it was closed during the session and I had to ask to be let in. I loved browsing through the fun merchandise. I felt like I was in Skate Paradise!
The party tables and games are located far from the skating floor but close to the snack bar. I love this! It keeps the pizzas and sticky soft drinks away from the skating floor and it keeps the parties in a quieter area for their greater enjoyment. And the regular skaters don’t have to be subjected to the party guests and food servers under foot.
The rental counter looks like the surf washing up on shore. They offer a sizing chart so no one has to guess what their skate size is. 
Then there’s the vintage roller skating photos, which also classes up the place. I couldn’t find a clown or kiddy theme anywhere in the building.
Epic also offers Roller Fitness classes. That’s a full-body workout on roller skates that uses the skates as weights, and also improves balance, flexibility, and cardio fitness. When exercise is fun, people can stick with it. Roller skating is fitness disguised as fun.
There are several comfy couches for socializing throughout the building tucked away in corners that are noticeably upscale with no carpeting to speak of. After all, you wouldn’t see carpet at the beach. There are also no skate mate trainers anywhere in the building. You will notice however a photo of Bill Carlson on the wall. Bill was the consultant the Grammatico’s hired to help design and open Epic Rollertainment. It was Bill’s last rink before he passed away in 2014. He made amazing contributions to the roller skating industry and is sorely missed.
One drawback at Epic Rollertainment that hard core skaters will notice is the lifeguard tower in the middle of the floor along with 2 poles. While the most preferred type of rink is an open span; converting an existing furniture store with poles is no easy feat. The guard tower not only helps hide one of the poles, it’s big enough to keep people from skating into it. And it allows for the DJ to keep a closer eye on what’s going on and double as a floor guard. Keep an eye out if you’re doing any backwards skating.
Average session admission: $5-$11
Website: EpicRollertainment.com
Location: 39809 Avenida Acacias, Murrieta, CA 92563 / between Exit 1 and Exit 2 off I-215 north of the I-15 interchange and on the east side of the highway.
You’ll be hiring and training a lot of teenagers. This is their first job and will need constant supervision and correction. Some are more reliable than others. Some don’t take criticism well. Learn how to conduct group interviews and spot the cream of the crop with a good attitude and work ethic.
Lessons are essential. If you want to cultivate a loyal group of customers, you’ll need to get them rolling in the right direction with a lessons program. Good skaters are great for business. They bring their friends. They grow up and have skater kids of their own. Plant the seeds early and often. When they love to skate, they will come back and support your rink.
Rental skates matter. When customers have a good experience at your rink, they will come back and eventually buy their own from your pro shop. If customers are expected to skate in old broken down rental skates they will have a horrible time and never come back. The brownies (or peanut butters as they are referred to) are manufactured by Sure Grip, Golden Horse, Riedell, and Crazy Skates. They average about $150 a pair and you can keep them well-tuned with replacement parts (including boots) for years to come.
Join the Roller Skating Association (RollerSkating.com) International for about a buck a day as a “future operator.” You’ll get their magazine – Roller Skating Business, a weekly digital newsletter, invitations to all their trade shows and section meetings, volume discounts, exclusive marketing programs, access to vendors who serve the rink industry, and social forums when you can ask questions of other rink operators. You’ll save thousands of dollars learning from the mistakes of others.
