Today we’d like to introduce you to Tiffany Ellis.
Hi Tiffany, please kick things off for us with an introduction to yourself and your story.
I didn’t set out to build “just another party place.” I set out to build a place where screen time meets real-time connection.
Before Controller Game Lounge, I spent years in banking—lending, cash management, the whole alphabet soup of accounts and approvals. I loved helping families and small businesses make smart moves with their money, but I also saw something else: kids (and plenty of adults) craving safe, welcoming spaces to be themselves, make friends, and have fun that doesn’t end when the console powers down.
In late 2019, I opened Controller Game Lounge in Loganville with a simple promise: curated, private gaming experiences that feel personal, run smoothly, and make parents say, “That was the easiest party we’ve ever thrown.” We launched with console bays, VR, tabletop games, and a staff trained to host like pros. Then the world changed. Surviving those early years taught us discipline, creativity, and a healthy obsession with customer experience. We tightened operations, built repeatable systems, and made it effortless to book, show up, and celebrate—rain or shine.
From there, we doubled down on community. Camps came first—structured days that blend esports, outdoor play, Lego build-offs, board games, arts & crafts, and leadership skills. Parents told us their kids came home happy, tired, and proud of what they’d learned. (We call that a win-win: engaged during the day, sleep like champs at night.)
Next, we leaned into inclusion. Through our nonprofit work with Game Bridge Initiative, we host regular social nights for neurodivergent youth and young adults. The goal is simple and powerful: reliable, in-person meetups where friendships form naturally around shared play. We’ve invested in accessible equipment, predictable routines, and a staff culture that treats every guest like the main character.
Partnerships became our growth engine. We built a school rebates program that returns 10% of eligible party proceeds to local schools—no heavy lift for administrators, real dollars for campus needs. We show up at community events, host fundraisers, and make the lounge a hub for families who’d rather connect than scroll.
Operationally, we’re nerds—in the best way. We run on systems: online booking that’s fast, clear packages (including our smaller “Mini” option for tight headcounts), strong follow-up, and data-driven marketing. I’m big on repeatable playbooks, A/B testing, and training a team that anticipates needs before guests ask. The vibe is playful; the backend is serious.
Where we are today: Controller Game Lounge is a playfully confident, purpose-driven brand known for private birthday parties, structured camps, and inclusive community programming. Families choose us because we make it easy; kids choose us because it’s pure fun. We like to say, “We’re more than a party—we’re a memory in the making.”
Where we’re headed: expanding Therapeutic Recreation offerings, deepening school partnerships, and continuing to raise the bar on service and safety. Loganville is our home base, but our vision is bigger: a trusted model for family-centered fun that genuinely strengthens the social fabric around it.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Smooth? Not exactly. Worth it? Absolutely.
We opened in early 2020—just in time for the world to hit pause. Overnight, I had a brand-new lounge, fixed costs, and a calendar that went quiet. Those months taught us two things fast: cash flow is king, and you can’t cut your way to a great guest experience. We used the downtime to build real SOPs and design parties that are truly “show up and celebrate.”
Marketing was another climb. I came from banking, not billboards. Early on, every ad dollar felt like a dare. We learned to love the data: tighter campaigns, clear offers, A/B tests, and quick pivots to what actually books. (That’s how our smaller “Mini” party option was born—families asked for it; we listened.)
Geography added a wrinkle. We sit almost on the line between Walton and Gwinnett, which means two school calendars and twice the chances to confuse parents. We adapted with clearer messaging, earlier promotion, and flexible camp planning so families—no matter the county—could plug in.
Staffing remains a real-world challenge because we’re still in a growth phase. Today we’re primarily family-staffed—and blessed with volunteers who help power our camps. Many are teens who’ve aged out of camp and want to give back, plus incredible community members who love what we’re building. We train them on safety, guest care, and our “anticipate the need” standard so the experience stays consistent even as we scale.
Inclusion isn’t a box we checked; it’s a commitment we keep. Through our nonprofit, Game Bridge Initiative, we host social nights for neurodivergent youth and young adults. That meant investing in sensory-aware setups, predictable routines, and patient leadership. Families tell us it feels like a reliable “third place” they can count on—exactly the point.
The throughline? We fail fast, learn faster, and keep our promise simple: make it easy for families to connect. Not every road has been smooth, but every bump made us better. Today, the systems are stronger, the offers are clearer, and the mission is sharper: We’re more than a party—we’re a memory in the making.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Before Controller Game Lounge, I spent over a decade in banking at Truist (formerly BB&T), growing from Senior Teller to Relationship Banker, then Commercial Sales Assistant, and finally Retail Mortgage Loan Originator. I lived in the world of lending, cash management, underwriting docs, compliance, and client relationships—helping families and small businesses make smart, sustainable decisions. That season trained me to love systems: SOPs, clean books, clear checklists, and on-time execution. It also sharpened my knack for reading the numbers and listening for the real need behind a request. Those muscles—finance discipline, service mindset, and process design—are exactly what I brought into Controller: a fun, high-touch experience on the front end, powered by tight operations on the back end.
At Controller Game Lounge, I build experiences where screen time turns into real-time connection. Day to day, that looks like three core lanes:
Private Parties (our bread-and-butter):
Host-led, two-hour celebrations with PS5, Xbox, Nintendo Switch, VR, board games, and tabletop zones—run on a tight playbook so parents can literally show up, celebrate, and leave to a clean car and a happy kid. We’re indoors, climate-controlled, and rain-proof—aka the “no game-truck panic” option.
Structured Camps (schools out, we’re on):
Gaming meets growth: esports scrimmages, LEGO build-offs, outdoor breaks, teamwork challenges, light STEM, and leadership moments. We design our days for energy, focus, and smooth transitions so kids go home engaged and (mercifully) tired.
Inclusive Social Nights (community with intention):
Through Game Bridge Initiative, we host predictable, sensory-aware meetups for neurodivergent youth and young adults. We obsess over routine, clear instructions, and a welcoming vibe. Caregivers tell us it feels like a reliable third place—mission accomplished.
What I specialize in
Operational choreography: checklists, opening/closing procedures, host scripts, tech checks, and “anticipate-the-need” training. The front end is fun; the back end is systems.
Experience design: every touchpoint—pre-arrival email, signage, seating, game flow, cake timing—is intentional.
Data-driven marketing: tight offers, A/B tests, short sprints, fund the winners. (That’s how our smaller “Mini” party option came to life—families asked, we built, it books.)
What I’m known for
“Easiest party you’ll ever throw.” Parents tell us that; we took the compliment and made it a standard.
School partnerships that pay it forward. Our School Rebates program returns 10% of eligible party proceeds to local schools—simple code, quarterly checks, real dollars.
Warm, professional hosting. We’re primarily family-staffed, and our camp volunteers—often teens who’ve aged out or community members who want to give back—bring heart and accountability. We train them like pros on safety and guest care.
What I’m most proud of
Being the “yes” place for families who need a safe, welcoming venue—whether it’s a birthday party where every cousin feels included or a Friday night where a neurodivergent teen finds their people.
Turning chaos into choreography. Opening in early 2020 forced us to get disciplined fast. Those muscles—cash-flow awareness, precise operations, thoughtful service—still guide us.
Community impact that compounds. Parties become repeat parties; camps create future volunteers; school rebates strengthen local classrooms. That flywheel is the point.
What sets us apart
Private access + pro hosting: you’re not competing with strangers for space or sound. It’s your party, your pace, your playlist—with a host who runs the show.
Sensory-aware design: predictable structure, clear instructions, and seating layouts that reduce overwhelm while still keeping the energy high.
Rain-or-shine reliability: indoor, climate-controlled, wheelchair-accessible—a practical, polished alternative to on-wheels options.
Systems with a soul: we love our checklists and dashboards, but we never forget what matters: a kid’s smile, a parent’s exhale, a memory that sticks.
Where we’re headed: expanding Therapeutic Recreation offerings, deepening school partnerships, and continuing to refine the “effortless for parents, unforgettable for kids” formula.
Are there any books, apps, podcasts or blogs that help you do your best?
Apps I rely on
ChatGPT Plus — Brainstorming, ad copy, email campaigns, drafts, SOPs, and “give me three better headlines” in one place.
Canva Pro — Fast, on-brand graphics and short videos—no designer bottlenecks. As a small business owner, I create all our marketing visuals here.
Metricool — Schedule posts, compare what actually performed, and double down on winners. I’m not a big social media fan (distraction + misinformation + time drain), but it’s required; Metricool keeps it contained.
Zapier — Because most small-business systems don’t naturally talk to each other. It’s the glue between booking, CRM, and email—fewer manual steps, fewer dropped balls.
EngageHub / Novulty — CRM + automation for leads and nurture flows that don’t forget to follow up. Shameless plug for my friends Shatoyia and Nate Bradley—their Buford, GA–based, family-owned platform keeps us accountable.
ElevenLabs + OpusClip — Voiceovers and quick edits that turn long clips into thumb-stoppers. They make me look like I always know what’s trending.
FareHarbor (booking) — Clear offers + frictionless checkout = more parties on the calendar. Their customer service is truly 24/7—teach, assist, whatever you need.
Books/Audiobooks that shape how I work
Never Split the Difference (Chris Voss) — Everyday negotiation, from vendor pricing to partnerships. Yes, I’m “too nice” sometimes—this balances me out.
Atomic Habits (James Clear) — Tiny improvements → big outcomes; prepare for some honest self-audits.
The 1-Page Marketing Plan (Allan Dib) — Practical, do-this-next marketing.
Nudge (Richard Thaler & Cass Sunstein) — Designing choices that guide behavior.
212°: The Extra Degree (Sam Parker & Mac Anderson) — That one extra degree of effort.
The Obstacle Is the Way (Ryan Holiday) — Stoic, steady, ship-forward mindset.
Eat That Frog! (Brian Tracy) — Prioritize, execute, repeat.
No Excuses! (Brian Tracy) — Self-discipline as a competitive advantage.
Podcasts
I’m mostly an audiobooks-while-working person, but a good TEDx talk always earns a listen.
Contact Info:
- Website: https://ControllerGameLounge.com
- Instagram: https://Instagram.com/ControllerGameLounge
- Facebook: https://Facebook.com/ControllerGameLounge
