Cinergy Entertainment Unveils Strategic Realignment and Leadership Promotions Ahead of 2025 Location Launch
DALLAS (June 25, 2025) — Cinergy Entertainment Group, the operator of several acclaimed entertainment centers and named the Top Family Entertainment Center of the World*, announced Wednesday a strategic organizational realignment aimed at supporting ongoing growth, improving operations and preparing for the opening of a new location later this year.
Cinergy reports entering this new phase with strong momentum. Box office revenues across the industry are up 21% year-over-year, with Cinergy matching that increase and reporting a 15% rise in total revenue. The company attributes the growth to continued demand for its combination of immersive entertainment and upscale hospitality.
The new location, a 98,000-square-foot entertainment center in Midland, Texas, is scheduled to open in late 2025. The venue will feature cinema, bowling, high-speed karting, and the latest games and attractions, and is expected to create more than 180 jobs.
“We are excited about the future of Cinergy and our continued growth,” said Rich Schwarte, president of Cinergy Entertainment Group. “We’re positioning Cinergy not just for this next opening, but for the next decade. This realignment ensures we have the right leadership, the right resources and the right mindset to scale with purpose — without compromising the quality or consistency our guests and teams expect.”
The company is rolling out several new technologies to improve operations. These include Birdeye, an AI-powered guest feedback platform; Paylocity, a digital learning and training system; and Xenia, a mobile software used for facilities maintenance and inspections. Cinergy says these platforms, along with other tools, will support its goal of operational excellence.
As part of the realignment, Cinergy is also expanding its leadership team:
Traci Hanlon has been promoted to vice president of marketing and sales. A nine-year company veteran, Hanlon has helped shape the Cinergy brand and guest experience. In her new role, she will oversee group events and corporate sales, with a focus on community engagement and revenue growth.
“Cinergy has never been just a place to watch a movie or play a game — it’s a space where people come to connect, celebrate and create lasting memories,” Hanlon said. “In this new role, I’m focused on expanding the ways we show up for our guests, our staff and our communities.”
Tizoc Strong, previously general manager of Cinergy Amarillo, has been named national training manager. Known for his team-focused leadership, Strong will lead digital learning programs across the company.
Charles Thornton has joined Cinergy as director of construction. He will lead new builds, remodels and site planning initiatives. Thornton brings decades of experience in commercial construction and will help ensure each location meets both guest and operational standards.
*Awarded by the International Association of Amusement Parks and Attractions (IAAPA), 2019.