The History of Chuck E. Cheese's in Mall Plaza Vespucio
Chuck E. Cheese´s Mall Plaza Vespucio (1996-2000)
Opening and Location
Interior Design and Unique Features
The store’s interior reflected the typical design elements of the Concept Unification Era, incorporating the characteristic decor of the era. However, this location was distinguished by a unique combination of decorative elements and arcade machines originating from the earlier Pizza Time Theatre (PTT) era, making it a rarity within the chain during the late 1990s.
Among the notable historical artifacts present were posters and artwork featuring Harmony Howlette (Among other defunct characters), a character introduced during the Pizza Time Theatre era but largely phased out following the transition to Showbiz Pizza. These elements, along with various arcade machines, were inherited from a former Pizza Time Theatre in Rochester, New York.
A further distinguishing feature of this location was its Spanish-language signage, an uncommon practice within Chuck E. Cheese stores at the time. While select locations in non-English-speaking regions occasionally featured translated signage, it was not a widespread standard, making this a cool aspect of the Plaza Vespucio location.
The 2-Stage and Animatronics
Plaza Vespucio was the only Chuck E. Cheese location in Chile to feature a 2-Stage, a type of animatronic setup commonly installed in North American stores during the 1990s for Former PTT's (Pizza Time Theatre). This stage was relocated from the former Pizza Time Theatre in Penfield Rochester, New York (Some sources say that it came from a Miami store, but there is no proof about this) the stage originally operated as a Balcony Stage before being converted into a C-Stage and eventually installed as a 2-Stage upon its installation in Plaza Vespucio.
The animatronic lineup on the 2-Stage followed the standard character arrangement of the era, positioned from left to right:
- Chuck E. Cheese, wearing his classic tuxedo.
- Helen Henny, dressed in her black and purple Concept Unification-era outfit.
- Mr. Munch, notable for his signature 1990s cap.
- Jasper T. Jowls, wearing his standard Cowboy attire, which featured a smaller cow-print pattern on his shirt, contrasting with later iterations that displayed a larger cow-print design.
- Pasqually, dressed in his post-Concept Unification standard outfit.
The Cyberstar show control system, which operated the animatronics, was manufactured in Sunnyvale, California, in line with other installations from this period. One of the most distinctive features of this 2-Stage was the television screen situated between Chuck E. Cheese and Helen Henny. While the screen itself functioned in a standard manner, it was accompanied by a glowing Chuck E. Cheese logo positioned under it, featuring the character’s earlier Pizza Time Theatre-era design—a unique and rare detail not observed in any other locations (except for Rochester, obviously).
The stage was fully equipped with operational curtains, programmed lighting effects, and all essential show elements, ensuring a presentation consistent with Chuck E. Cheese high standards of the time.
Walkaround Characters
• Chuck E. Cheese, appearing in his classic derby hat and tuxedo, and also in his Yellow Jersey (with the derby).
• Helen Henny, wearing her cheerleader outfit, a look commonly associated with her walkaround character during this period.
A notable peculiarity observed in some photographs of the location is that Helen Henny’s walkaround costume appears without eyelashes, an unusual inconsistency.
The existence of walkaround costumes for the other characters remains undocumented, and it is unknown whether they were ever utilized at this location.
Two-Story Layout
One of the most distinctive architectural features of the Plaza Vespucio location was its two-story layout. Unlike the vast majority of Chuck E. Cheese locations worldwide, which were typically single-floor establishments, Plaza Vespucio incorporated a second level, the staircase was inside of the 1st floor Gameroom beside the Beverage section, with a sign featuring a Toddler Chuck E. Drawing and text that read "Kids Games" (In Spanish).
Details regarding the specific use of the second floor are scarce, but available information suggests that it primarily housed an additional (And more Teen-Orientated) Gameroom, providing an expanded gaming space beyond what was available on the main floor, that was mainly toddler oriented games
Popularity, Financial Decline, and Closure
During its early years, Plaza Vespucio was a successful and well-attended location, benefiting from the high foot traffic at Mall Plaza Vespucio, one of the busiest shopping centers in Chile at the time. However, as the late 1990s approached, the store encountered severe financial challenges, largely due to the increasing costs associated with maintaining the facility.
In an effort to reduce operational expenses, the location gradually scaled back on expenditures, with reports indicating that it resorted to using plastic chairs in place of standard seating—a visible sign of financial distress. Despite these cost-cutting measures, the store was ultimately unable to sustain itself and ceased operations in the year 2000.
Aftermath and Legacy
The Plaza Vespucio location remains notable within the history of Chuck E. Cheese’s international expansion due to its rare 2-Stage setup, unique combination of Concept Unification (Late 80s / Early 90s) and Pizza Time Theatre elements, and two-story design.
Additionally, the fate of the Plaza Vespucio animatronics and other key elements was later addressed in the closure of another Chilean location, Plaza Oeste. Those interested in further details regarding the current whereabouts of these animatronics can refer to a separate analysis in the Chuck E. Cheese Plaza Oeste Article.
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