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Musician and Entrepreneur Kelly Kidd is Revolutionizing the Immersive Family Entertainment Space
Musician and Entrepreneur Kelly Kidd is Revolutionizing the Immersive Family Entertainment Space originally appeared on L.A. Mag.
Six years ago, when my daughter Ayla turned 10 years-old, we held a birthday party for her at Kidd's Jewelry Heist in South Pasadena. Back then, the immersive jewelry-making experience was housed in the rear of beloved children's toy store Dinosaur Farm on Mission Street. It was a dimly-lit space, moody and romantic, and exploding with a bounty of glimmering gems, bright-colored beads and golden baubles. My daughter and her friends spend two hours stringing together bracelets and necklaces adorned with unicorn and heart charms, decorating each keepsake with unfettered girlish glee. (Even the boys had fun; my son made himself a silver-chain necklace with a dangling skull charm). At the end of the birthday party, after a round of singing 'Happy Birthday' and eating slices of pink, buttercream-frosted cake, Aylas's friends presented to her a necklace they had custom-made for her, each charm representing one of Ayla's qualities they cherished: friendship, loyalty, her sense of humor. It was one of the most beautiful birthday parties I can ever remember attending. Not just because it was my kid–but because it was at Kidd's Jewelry Heist. Kidd's Jewelry Heist is the brainchild of Texas-born musician-cum-entrepreneur, Kelly Kidd. Kidd–a vocalist who, years ago, inked a deal with record producer Glen Ballard and will be touring with Katy Perry this summer as the face of her VIP concert experience–got his start in the business sector at 19 years old working as a district trainer at Discovery Zone, a popular but since-shuttered American chain of 'fun center." Think: ball pits, climbing walls, trampolines. Kidd's experience at Discovery Zone informed what he calls, 'the bigger picture.' 'No one had revolutionized the family entertainment business outside of theme parks in over 40 years,' he says. 'We've got Chuck E. Cheese, Build-A-Bear, American Girl, David & Buster's. Why can't we have immersive experiences for kids and adults outside of theme parks?' In 2012, Kidd's Jewelry Heist was born.
In 2023, Kidd expanded, relocating to a new, bigger and brighter space on Huntington Drive in San Marino. Stepping inside the updated digs is like wandering into a real-life simulation of the pirate ship scene in "The Goonies". Comprising several rooms, each one centered on a different theme, Kidd's Jewelry Heist is an eclectic fusion of antique relics and fantastical artifacts, with lush, velvet-upholstered sofas, gold-trimmed ottomans, ornate lamps and gilded lighting fixtures recalling Louis XIV and the Palace of Versaille. A long wooden dining table is lined with glass trays and porcelain tea cups filled with beads and trinkets of every imaginable color. The day I visit, several birthday parties are booked (Kidd's Jewelry Heist is available via reservation only). Soon, the place will be crawling with kids–and parents–stacking beads for bracelets and dashing from room to room on a themed scavenger hunt searching for treasure and trinkets hidden amongst the furniture and decor. There's a stage, a grand piano, a library. It is a fairytale sprung to life.
'I tried to imagine what it would be like to have a little hideout in San Marino,' says Kidd of the space's design elements. 'We have a mural of Hercules on the ceiling. We've hand-selected all the beads. They're in tea cups and saucers on the grand dining room table. We have mummies in our library. We have a Medusa head. I got most of this stuff from San Marino and Pasadena estate sales. I definitely benefited from the idea that everyone is doing mid-century and modern right now in the community. They just wanted to get rid of stuff. I got these cool trunks and tables. I have a $20,000 hand-carved oak buffet to put your cake on that I paid $500 for. I was able to find these monstrously cool pieces. The feel is very Night at the Museum.' Kidd's current mission is to expand his business even further. In particular, he is eyeing potential locations on the westside of Los Angeles and in the San Fernando Valley. Kidd's Jewelry Heist is also available to come to you–they've created custom parties and events poolside at hotels and at people's private homes. 'We have such a unique space and concept,' says Kidd. 'Moms, kids, grandparents–they all go absolutely crazy for it.'
This story was originally reported by L.A. Mag on May 29, 2025, where it first appeared.
