Choo Choo Bobs - Season 3 Idea Jam 2
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- 12 min read
Season 3 Idea Jam 2
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Spotlight Business for March 2026 - Season 3 - Idea Jam 2
What is Choo Choo Bob's all about?
What Choo Choo Bob's Is A children's play space and retail store located inside Union Depot in downtown St. Paul. It's been a brand for over 14 years — originally in other locations before landing at the Union Depot.
Core Offerings
Pay-to-play space with train tables, ride-on trains, dollhouses, bubbles, and music
Birthday party room rentals
Retail (trains, toys, related merchandise)
Story time programming — both in-store (Mondays and Fridays with Paul) and community outreach events
A quieter room with coloring, puzzles, Hot Wheels, and large Legos for a different pace
What Makes It Special: Kids know exactly what to do the moment they walk in. Jennifer described it simply: they feel right at ease. It's a destination that works because Minnesota winters drive families indoors, and parents need a place where kids can go full tilt while adults get a moment to breathe.
Choo Choo Bob's
Event Pictures
Event Deck
Problem Statement
There are businesses that serve customers, and then there are businesses that hold a piece of someone's childhood. Choo Choo Bob's is the latter. For over 14 years, it has been a place where kids become engineers, where grandparents relive something they didn't know they missed, and where parents get five uninterrupted minutes of peace. That kind of magic is rare. But magic, it turns out, doesn't market itself. Tucked inside Union Depot in downtown St. Paul, Choo Choo Bob's faces the dual challenge of being a destination business in a location that requires intent to reach, and of a brand that more people love than currently know about. Jennifer has been running the business largely on her own for a few years, keeping the trains running on time while quietly wondering: what's next? How does a beloved, niche, joyful business break through to the audiences that would love it most and build the revenue streams that make expansion not just a dream, but a plan? That's what the room came together to figure out.
Idea Jam Summary
60+ participants gathered at Brühaven Craft Company on April 30th to brainstorm ideas for Choo Choo Bob's, a children's play space and retail store located inside Union Depot in downtown St. Paul. The evening was organized around two core topics: building brand awareness and generating new and expanded revenue streams. Participants came from diverse professional backgrounds and brought equally diverse perspectives, including technologists, educators, parents, marketers, and hobbyists.
Across two topics, the room produced well over 300 sticky notes covering digital strategy, community partnerships, programming expansion, merchandise, pricing models, experiential events, and brand identity. What became immediately clear was how much latent potential exists in the Choo Choo Bob's brand. People weren't short on ideas. They were overflowing with them.
Over 300+ ideas generated!
Idea Jam Analysis - Key Themes
Topic 1: Building Awareness
Theme 1: Digital Presence and Search Visibility
One of the loudest signals from the room was that Choo Choo Bob's digital footprint needs serious attention before anything else can work. Ideas around SEO appeared on multiple boards across multiple groups independently, signaling that this is the lowest-hanging fruit. Participants pushed hard on short-form video content as the primary tool, with a clear emphasis on showcasing the space itself rather than staging it. The room saw the store as the content.
Search Engine Optimization (SEO) for quick wins appeared on at least four separate boards
Short-form Reels and YouTube Shorts specifically to showcase the play space
"Pilot sells trains as he sets off on a new journey" YouTube series featuring Conductor Bob
Weekly storytime on YouTube with Conductor Bob to build a loyal viewing community
Targeted ads focused specifically on parents' experience, not just the child's
"Cute little song / jingle challenge" for social presence and recognizability
Google Business optimization and push video strategy
Facebook presence tied to city mom pages and local community groups
Posts on local Facebook groups and grandparents groups
Challenge local community college students to help build YouTube following as a project
Partner with local universities to shoot and produce content at reduced cost
"Choo-Tube" concept as a branded YouTube channel for the store
Theme 2: Strategic Partnerships That Expand Reach
The room was full of Connectors. Participants saw Choo Choo Bob's as a natural partner for nearly every family-adjacent organization in the Twin Cities. The common thread was that Choo Choo Bob's doesn't need to build an audience from scratch — it needs to borrow the trust that institutions like the library system, the Saints, Metro Transit, and local daycares have already built with the exact families Jennifer wants walking through the door.
St. Paul Saints partnership and "Train Night" promotional event
Amtrak co-branding, Amtrak experience tie-ins, and a coupon for Amtrak riders to return with kids
Metro Transit partnership to create unique light rail branding or messaging
Twin City Model Railroad Museum and MN Transportation Museum agreements
Partner with daycares and preschools for field trips and group rates
Pursue partnerships with the library system for summer reading events and passes
Partner with Children's Museum, Science Museum, and Como Zoo for cross-promotion
MN Historical Society / James J. Hill House collaboration (historical train narrative)
Tiger Cub Scouts and Girl Scout activity badge programs
Specials for groups serving adults with developmental disabilities
Partner with substitute teachers to leave flyers at schools
Traveling exhibit to libraries and community centers to build awareness of the store
Cultivate a grant partner to offer "Free Thursdays" modeled after the MIA Museum
Donate passes to schools, Rotary clubs, and auction fundraisers to drive trial visits
Theme 3: Physical and Ambient Advertising
Participants noticed the same thing Jennifer already knows: if you don't know Choo Choo Bob's is inside Union Depot, you won't find it. The room pushed hard on using the existing transit infrastructure of the Twin Cities as advertising real estate, particularly the light rail system that delivers families directly near the Depot.
Wrap light rail trains or cars with Choo Choo Bob's branding
Light rail station ads and progressive message billboard campaign
Ads on LRT — especially the Green Line
Posters and flyers in toy stores, daycares, and children's-focused retail spaces
Outside signage at the Children's Museum and other family destinations
Advert posters at daycares with awareness messaging
"Choo Choo Bob at Airport" concept — a branded lounge presence for families in transit
Partner with Lake Elmo Inn or Union Depot businesses for a "Parents Special" cross-promotion
Going to schools as a guest presence and pop-up educator
Theme 4: Brand Identity, Nostalgia, and Distinctiveness
Several participants surfaced a powerful idea: the Choo Choo Bob's brand already has nostalgia equity that hasn't been fully activated. Parents who came to the original location years ago are now bringing their own kids. That generational handoff is one of the most potent marketing stories available and it costs nothing.
"Exploit nostalgia" — CCB's is a Minnesota institution; parents can relive childhood and pass it down
"Bring a photo of you as a child at Choo Choo Bob's for free admission" — built-in viral campaign
Create a recognizable Choo Choo Bob's theme song or jingle
Unique train car identity as a brand anchor
Mascot that kids recognize and connect with
Choo Choo Bob's clothing brand and conductor overalls
Retro swag for adults who grew up with the brand
"Choo Choo Bob at the Airport" — a fixed presence in high-traffic family travel spaces
Swiss Railway-inspired Choo Choo Bob's watch as a branded collectible
Theme 5: Community Pop-Ups and Physical Events
The room consistently pushed Choo Choo Bob's to leave the building. Multiple groups identified pop-up presence at high-traffic family events as one of the fastest ways to expand awareness without a major marketing budget.
State Fair pop-up play area
Farmer's Market booths and pop-ups
Art Shanties installation — a train-themed interactive model experience
Choo Choo Bob's pop-ups at breweries as a "parents need a break" concept
Summer street festival booths with sign-up for memberships
Cardboard train parade through Union Depot as a community awareness moment
Collaborate with Can-Can Wonderland and other family-oriented entertainment venues
Events around the Amtrak schedule to drive cross-traffic
Topic 2: Building Revenue
Theme 1: Membership and Subscription Models
Theme 1: Membership and Subscription Models
This was the most consistently suggested revenue idea across every single table. The room saw Choo Choo Bob's as a place families want to return to — and that repeat behavior is exactly what memberships are designed to capture. Participants sketched out models ranging from simple punch cards to tiered monthly subscriptions to storytime-specific membership rewards.
Monthly membership program at multiple tiers (5x, 10x, unlimited visits)
Punch card (digital/phone-based) for frequent visitors
Membership card for storytime attendance with accumulated prize rewards
Monthly Unlimited pass for non-members as a mid-tier option
"Build Your Train Session" as a membership perk or add-on
Sell memberships to birthday party guest families as a post-party conversion
Membership model with benefits and a "bring a friend" referral incentive
"Combine all three" — parties + toy purchase + pay-to-play discount bundled as an inclusive package at a raised price point
Theme 2: Expanded Programming and Themed Events
The room saw Choo Choo Bob's as far more than a drop-in play space. Participants sketched out a full event calendar that would give families a reason to return every month, and bring entirely new audiences through the door on nights that currently go unused.
Adult nights — trains and wine, building model trains, date night options
Sip and Paint train-themed events for adults
Train-themed escape room (one group specifically named Art Allen as a potential collaborator)
Sensory-friendly and autism-friendly dedicated event days ("How to specify a day a week for autism-friendly visitors")
Grandparent/grandkid theme days — programming specifically built around what retired visitors want
Holiday-themed immersive family experiences (Polar Express viewing party, North Pole Train event)
Train crafting competitions where trains are built, ranked, and auctioned
Soap train races
Girl Scout activity badge programming
Corporate team-building events in the space mid-week
Monthly scavenger hunt tied to Union Depot exploration
Build train Christmas ornament workshops
Weeklong themed summer camps (cardboard, trains, graffiti tracks)
Travelling birthday parties as a mobile revenue stream
Expand from family birthday parties to youth organizations and school groups
Theme 3: Retail and Merchandise Expansion
The current retail offering is an underutilized asset. The room pushed hard for Choo Choo Bob's to think beyond what's on the shelves today — into collectibles, branded merchandise, licensed product, and digital extensions that carry the brand beyond the physical store.
Branded toy line and Choo Choo Bob's collectibles
Sell Thomas the Train build kits at retail as an accessible entry-point product
Seasonal limited-edition train collectibles for sale
Recycle and reuse old models — sell again or offer trade-ins
Choo Choo Bob Monopoly board game
Collector cards, stickers, passport books, and badges for kids
Auxiliary business lines: clothing, train kits, children's books, a YouTube/TV show
VR train ride experience as a premium add-on
More products on the website beyond apparel
In-store merchandising for parents as well as kids — "sell memories"
Union Depot Xmas ornaments as a seasonal retail item
"Bring Your Own Cars/Engine — run it on the Choo Choo Bob's track" as a community engagement and retail bridge
Theme 4: Strategic Revenue Partnerships
Partnership ideas in this topic skewed toward revenue-generating relationships rather than pure awareness plays. The room identified several categories of partners that could either subsidize programming costs, provide new audiences, or create shared revenue models.
Daycares — discounted or free visit rates, with daycares agreeing to play branded videos in their facilities
Partner with City of St. Paul for programming or co-sponsorship
Pursue Minnesota Foundations for grant funding ("Free Thursdays" programming)
Corporate event partnerships — brews and trains office events, adult team building
Co-working space / PM Coffee offering during off-peak hours to generate revenue from unused square footage
Partner with complementary businesses for a passport/discount series card (one visit promotes the next)
Partner with Amtrak for train tour tie-ins and excursion packages
Partner with other Union Depot businesses for voucher programs and cross-promotion
Get a sponsor to fund a free special night for families in domestic abuse shelters
Home school group pricing and scheduling
Theme 5: Pricing and Experience Optimization
The room noticed something interesting: the current pricing may be underselling the experience. Multiple participants independently noted that the current price point feels too low for what Choo Choo Bob's actually delivers, which creates a perception problem as much as a revenue problem. The ideas in this theme were about aligning the price with the experience's actual value.
Raise pricing — "pricing model too cheap, $20 a kid is no problem"
Higher-tier pricing for electric trains, older age groups, and after-school weekdays
Grandparent Day pricing / free or deeply discounted entry for grandparents visiting with grandkids
Inclusive package model: birthday party + toy + pay-to-play bundled with a raised overall price
Offer vouchers for kids attending birthday parties to convert party guests into repeat visitors
Discounts on low-attendance days to drive volume without giving up peak revenue
Segment offerings by age — puzzles and games for older kids, core play for younger
Increase hours to improve weekday revenue viability
Pre-K outreach programming during weekday school sessions
Weekly deals schedule to give families a reason to check back regularly
"Birthday kid as the ticket taker" — small, memorable experience detail that adds perceived value
Innovative Ideas — What Stands Out
Innovative Ideas
The single most unexpected idea of the evening was "Cultural Shift by Creating a Unique Identity for Each Light Rail Station — then kids can ID." Rather than treating the light rail as just an advertising channel, this idea would make Choo Choo Bob's a civic institution in the transit network itself. Imagine kids learning to identify their stop not by the station name, but by the Choo Choo Bob's character attached to it. That's brand building at scale.
Close behind was the "Pilot sells planes for trains" YouTube concept — a serialized educational video series centered on Conductor Bob embarking on new journeys. It's a content engine, a trust-builder with parents, and a direct line to kids before they ever set foot in the store.
Also worth highlighting: multiple groups arrived independently at the idea of letting kids run the birthday party as "ticket takers" and "conductors." This costs nothing but creates the kind of memory that gets talked about at school on Monday.
What Stands Out
The nostalgia angle was the most emotionally resonant thread of the evening. The idea of parents bringing childhood photos for free admission wasn't just a promotional tactic — it was a recognition that Choo Choo Bob's already holds a place in people's lives that most businesses never reach. The room understood this even if they couldn't quite name it: this isn't a play space, it's a multigenerational Minnesota institution. That reframe changes how everything from marketing to pricing to partnerships gets approached.
The volume of partnership ideas was also striking. Participants didn't see Choo Choo Bob's as isolated. They saw it as a node in a network — connected to Amtrak, Metro Transit, daycares, libraries, the Saints, the MIA, the historical society, and more. The business has relationship-building potential that far exceeds what's currently being activated.
Insights
The room consistently signaled that the barrier to visiting isn't a lack of awareness of trains — it's a lack of awareness that this place exists and is worth the trip. The primary job of marketing right now is not to sell the concept of trains to families; it's to make "Choo Choo Bob's is inside Union Depot" common knowledge for every parent, grandparent, and daycare director in the metro.
SEO appeared independently on at least four separate boards. That's the room telling Jennifer the same thing: before the social content, before the partnerships, before the events — fix the search problem. When someone Googles "things to do with kids in St. Paul," Choo Choo Bob's should be the first result they see.
The pricing signals were also worth taking seriously. When multiple independent groups both note the current price feels too low, that's an invitation to raise it — not just for revenue, but for perceived value.
Implementation Ideas
Near-term (30 days): Fix the SEO and Google Business profile. Create one short-form Reel that showcases the space as-is, no production budget required. Set up a simple monthly membership punch card system — even on paper to start — to test the concept before investing in tech.
Medium-term (3 to 6 months): Launch one new monthly event format (an adult night, a sensory-friendly day, or a themed grandparent/grandkid day) to test whether expanded programming drives incremental revenue. Begin outreach to two or three daycare partners for a group rate pilot. Run one pop-up at a high-traffic community event (State Fair booth application, Farmer's Market, winter art event).
Long-term (6 to 12 months): Build out the auxiliary merchandise line, starting with the highest-demand items (limited edition seasonal trains, collector cards, branded kits). Pursue the Amtrak and Metro Transit partnership conversations with a clear proposal in hand. Develop the YouTube storytime channel as a consistent, low-cost content and awareness engine.
Key Challenges and Considerations
Location remains the most structural challenge. Union Depot is a beautiful space, but it requires intentional effort to reach — especially for families with young children navigating downtown St. Paul. Parking, weather, and the perceived complexity of a downtown destination all create friction that suburban play spaces don't face. Addressing this requires consistently naming it in marketing rather than ignoring it, and building partnerships with entities (Metro Transit, Amtrak, Union Depot neighbors) that can reduce the friction.
Operating solo is also a real constraint. Many of the ideas generated — expanded hours, event programming, content creation, partner outreach — require time and capacity that one person running a full operation doesn't have readily available. The incoming business partner opportunity is not incidental to the growth plan. It's foundational. Several of the best ideas from the evening require a second set of hands to execute.
Seasonality is a known challenge with a potential upside. Minnesota winters drive families indoors. The current model benefits from this but hasn't fully maximized it. The cold-weather business case is already there. The programming and marketing that capitalizes on it is still being built.
Finally, the room raised a perception issue worth taking seriously: some potential visitors assume Choo Choo Bob's is a model train collector shop rather than a family play space. Setting clear expectations upfront — in signage, in social content, in the website headline — is a small fix with meaningful impact.
DISCLAIMER
The ideas, suggestions, and recommendations in this recap resulted from a collaborative brainstorming session conducted by Innovate MN community members. These concepts are based on limited information about the business operations, financial situation, market conditions, and customer base.
Recommendation:Â Before implementing suggested strategies or programs, the Spotlight Business should conduct thorough due diligence, including market research, financial analysis, and consultation with relevant professionals.
This recap is intended to provide creative inspiration and potential directions for further exploration, not definitive business guidance.
Choo Choo! Let's go!