11-year-old launches CNY’s first Gel Blaster arena at Destiny USA, and it looks like a blast

An 11-year-old kid is behind the newest entertainment option at Destiny USA.

Jimmy Ginsburg launched Blast CNY at the Syracuse mall last month, marking the first indoor Gel Blaster arena in Central New York. Just a few years ago, his primary business was a lemonade stand.

Blast CNY is a paintball-like game, where kids and adults can use Gel Blaster guns to shoot Gellets at each other while moving around a course with obstacles and objects to duck behind. Gellets are small, colorful, eco-safe, water-based beads that disintegrate on impact and then begin to dehydrate, preventing stains or big messes.

The best part is the gel balls hurt much less than getting shot by a paintball gun, according to Gel Ball Undercover. Helmets and masks are still used to prevent getting gel in your eyes, nose and mouth, but Gel Blasters have a lower velocity and are less likely to leave bruises or marks on your skin.

“It feels like getting hit with a rubber band—a quick, minor sting. You probably won’t even notice because you’ll be too busy laughing,” the Gel Blasters website says.

Jimmy, who lives in Cicero, told syracuse.com | The Post-Standard that he got the idea for Blast CNY two years ago when he attended a business conference with his mother, Nicole Ginsburg. He wanted a safe, fun experience for kids his age, including his twin brother Owen, and saw the potential in Gel Blasters, which hadn’t yet been pitched to a mass market.

Owen joined Jimmy in the venture, with both boys participating in the family business when their school schedules allow it. For day-to-day operations, their father Jimmy Ginsburg serves as CBO (Chief Blasting Officer).

The Ginsburgs believe strongly in immersive entertainment and entrepreneurship. Nicole works as a production director for Frightmare Farms Haunted Scream Park, the popular Halloween attraction in Palermo, and she co-owns the Museum of Intrigue, an escape room-like mystery experience at Destiny USA. Nicole also works at industry trade shows across the country and her career includes work at Intrigue Experiences, Escape The Estate, and Painting with a Twist in Clay.

Originally, Jimmy and his family planned to open Blast CNY as an outdoor experience in Palermo last year, but air quality concerns from Canadian wildfire smoke and issues with high winds and other elements convinced them to pursue an indoor space at Destiny USA.

“We know the market, we can help support him here,” Nicole said.

For Jimmy, opening up a Gel Blasters arena meant learning about the more complicated details of opening a business, including calculating supply costs and expenses, tracking shipments from overseas, and meeting with inspectors. His first business idea was a lemonade stand when he and Owen were 7 years old, a venture he brought back last year to help raise money for his Little League baseball team.

At Blast CNY, Jimmy was a big part of the setup process, including a back room his brother Owen calls his “office.” Legally, Nicole owns the business and Jimmy’s father, a manager, and several employees do most of the work currently. Jimmy only recently learned how to work the cash register, but he’s already planning to use his first paycheck to pay off his cell phone.

“What’s really funny is when we first (saw Gel Blasters) at that convention, I was just learning about multiplication and division,” Jimmy said.

Blast CNY offers a variety of options for people to enjoy, including private events or themed days like “War Zone Wednesdays.” A single blaster costs $18 with 800 rounds of Gellets; gametime depends on number of participants. Specials include Family Play Thursdays ($65 for 4 people with 6,400 rounds) and Early Blaster Saturdays ($15 for kids 7 and under from 10-11 a.m.), plus TGIF kids’ nights (Fridays from 7-9 p.m.) and Sunday Fundays with a “total chaos” mystery game every week.

Families can call ahead and reserve a time for just themselves, or players can walk right up to the storefront and join a game with other kids and adults who are “young at heart.” Highlights include different game zones and a focus on teamwork and strategy while playing in a safe, controlled environment.

Inclusivity is especially important. Owen has autism, which has inspired efforts like making Frightmare Farms the world’s first sensory-friendly haunted house in 2019 and getting sensory-inclusive certification for the Museum of Intrigue.

“It’s very hard and that was one of the things that (Jimmy) talked about originally was finding a place that is cool for everybody,” Nicole said. “There’s a lot of things that we’ve had to navigate in a lot of different situations that are super separating because it’s not the right environment for his brother so we try to stick to things that we know that he can do too.”

As the visionary behind Blast CNY, Jimmy already has plans for the future. When he turns 18, he expects to officially take ownership. Owen can be a commentator for tournaments, plus find new game modes and design the rooms “because he’s really good at that stuff,” Jimmy added.

He also hopes to make Blast CNY a go-to destination for family outings, team-building events and unforgettable birthday parties.

“If you dream big, you have to work big,” Jimmy said. “If you dream small, you only work small.”

Blast CNY is located on Destiny USA’s 2nd floor, in the Canyon area (below Regal Cinemas’ IMAX movie theater). For more information, visit blastcny.com or facebook.com/blastcny.