During my youth, I spent many a Saturday at a little place I liked to call ShowBiz Pizza Place (it helped that the company that owned it called it that too). It was kinda tucked away and isolated at 312 Border Street, next to Lynchburg Expressway’s Exit 8A in my hometown of Lynchburg, VA, but boy was it ever popular.
For those of you who may not be familiar with ShowBiz Pizza Place, it was co-founded by Robert L. Brock and Creative Engineering, Inc. and was an arcade & pizza restaurant that totally catered to the kiddies. I recall them serving large pitchers of beer to help parents cope with the madness. Think Chuck E. Cheese’s, but with actual video arcade games instead of being filled with the lame ticket games that I’m told all modern Chuck E. Cheese’s now feature.
Interestingly, Chuck E. Cheese’s was at one time a competitor to ShowBiz Pizza Place. ShowBiz bought out the Chuck E. Cheese’s Pizza Time Theatre franchise in 1984. The two chains coexisted under the umbrella of parent company ShowBiz Pizza Time, Inc. until 1992 when all ShowBiz Pizza Place locations were renamed Chuck E. Cheese’s Pizza. ShowBiz Pizza Time, Inc. itself was renamed CEC Entertainment, Inc. in 1998.
Where was I? Oh yeah, the place was popular. Saturdays were absolutely crazy there. The place would look completely calm from the outside, but as soon as you opened that door and walked in, it was utter chaos. You’d hear bells, boops, beeps & whistles going off in all directions, you could hear the roll of skee-balls rolling down their lane. Kids would be running around… sometimes crying… sometimes screaming. You’d see Billy Bob walking around the place shaking hands and giving hugs (we’ll get to him in a bit) and as the bleep blip boops of video arcade games would continue to swirl around in your head.
It was nothing short of magic and the first thing you wanted to do was get your freakin’ ShowBiz tokens and head off to the video games. Or at least I did. I left all the meal plans to my parents or to whichever unlucky parent(s) got shafted with a group of us kids.
“Look, mom, just give me the money so I can get the tokens. I’m going to play Double Dragon and Teenage Mutant Ninja Turtles, call me when the pizza’s ready.”
If you were having a kid’s birthday, you had three acceptable choices in Lynchburg: AMF Lynchburg Lanes, Skateworld, or ShowBiz Pizza Place. Birthdays were when you’d get like $10 worth of tokens from the birthday kid’s parents (1 quarter per token) and keep in mind this was BEFORE you had to pay like .75 cents or ONE DOLLAR to play an arcade game. All you needed was one token for a game (okay, two tokens if you wanted to play Hard Drivin’) and you were set.
Of course, there was the traditional skee-ball games that I referenced earlier, which were fun, but no one came to ShowBiz to play skee-ball. Skee-ball was the best source to earn the tickets though. You could cash in at the gift shop to get those stupid rubber lizard finger puppets and plastic spider rings. There were a couple of other ticket games, but they escape me at the moment. Just use your imagination.
As it with all arcades, ticket games are a ripoff in general as you could never afford any “real” prize. The amount of quarters/tokens you pumped into ticket games was worth waaaaaay more than the value of whatever it is you ended up “buying”. It’d be much easier (and cheaper) to just go to the quarter vending machines at K-Mart and get the exact same plastic para-trooping figure or sticky hand or glow-in-the-dark sticker. Heck, just go buy a box of cereal back in those days and you’d be sure to get one of those, plus you’d have the cereal you could eat!
I think there may have been a little plastic ball pit to jump in, too. As an adult I find the concept of ball pits to be really nasty and I imagine it was full of all kinds of germs and bodily waste. But hey, it was the ’80s. Weren’t all germophobes with weak immune systems yet. As a society, we just didn’t think about germs and viruses and bacteria that much. We didn’t have to.
I digress. The real games you went there for were the VIDEO games: Teenage Mutant Ninja Turtles, Double Dragon, Donkey Kong, Hard Drivin’, Pac-Man, Paperboy, Rolling Thunder, Kung Fu Master, Super Mario Bros., Q*bert, and Rampage were all there alongside countless others. How many tokens did I waste trying to beat all the Shredders at the end of TMNT? And come to think of it… Why was I wasting quarters playing Nintendo’s Vs. System arcade version of Super Mario Bros. when I owned the game for the NES!?
Of course, there *was* more than just the games. There was the show. What show, you say?
THIS SHOW.
The Rock-a’fire Explosion, baby!
A more ragtag, creepy & disturbing, yet mesmerizing cast of animatronics you could not find. Rock-afire Explosion was the creation of Aaron Fetcher and his Creative Engineering, Inc., and they were apparently only licensed out to ShowBiz Pizza Place over the years.
They were all in place on the stage, concealed by curtains and situated on three connecting stages. When the curtains opened the SHOW was ON. Many kids would run up to the stage and gawk at this weird experience being laid before them. That’s not to say I didn’t like the Rock-afire Explosion, I loved it and I loved the characters. But you have to admit, there’s just something a bit creepy about a huge mean looking gorilla play keyboards or some giant polar bear in bermuda shorts strumming on the guitar. Maybe it was their soulless eyes that creeped me out.
Sometimes the curtain wouldn’t close and you’d have these giant lifeless creatures staring out into space. Now that was pretty freaky and you’re wondering when they’re going to come to life and eat you. It’s easy to see how the Five Nights at Freddy’s video games came into existence.
The picture you see above is exactly how my ShowBiz Pizza was set up. Other ShowBiz restaurants may have featured different characters on a rotating basis on the left hand stage. I don’t recall any Santa Claus or Uncle Klunk coming to visit but I guess it happened at other locations. The only visitor I can recall (and it was on a rare occasion) was from Chuck E. Cheese himself! ShowBiz would hype his arrival for weeks like Jesus Christ himself was returning to save us all. To be honest, I can’t recall if I was ever present for appearances by the Big Cheese at ShowBiz. In my young mind, Chuck E. Cheese was the actual leader of the ShowBiz gang, with Billy Bob filling in while he wasn’t there.
I’m sure the real reason was once ShowBiz swallowed up the Chuck E. Cheese restaurants, they probably just didn’t want to cross the brands too much at that point and figured why mess with two good things and just let’em do their own thing. I was aware of Chuck E. Cheese’s restaurants though. There was one over in Roanoke, about an hour from Lynchburg, and I was so mad that we didn’t have one of those too and upset that Chuck E. couldn’t just hang out at my ShowBiz on a permanent basis. I think I’ve only been to Chuck E. Cheese’s once in my life and that was on a trip to Fort Walton Beach, FL, to visit my grandparents in the mid ’90s. I remember it being mostly ticket games by that point.
Let’s get on with the character descriptions (close-ups of these characters can be viewed here).
Starting on the left stage, there’s Rolfe DeWolfe with his hand puppet Earl Schmearle. Rolfe was pretty freaky looking to me as a kid. When he talked, he looked like he was trying to eat me using those sharp fangs they gave him. They were a comedy duo who also joined in with the Rock-afire band on a few songs, and I think Rolfe maybe even sung a few on his own.
Middle stage is the Rock-afire Explosion band. Bangin’ the skins is slow-witted space-dog Dook Larue. Then we have the scariest of all the ShowBiz characters– keyboardist Fatz Geronimo, a huge gorilla in a shiny gold tuxedo jacket who looks like he’s about to snap. I think he was pretty much the leader of the band, and was always in a grumpy mood, which also led to me fearing for my life when he hit the stage.
Next up is Beach Bear, who was a stoner surfer and the axeman for the group, though he only simply strummed that electric geetar of his during every song. Rounding out the stage was every young boy’s crush– the cheer leading mouse Mitzi Mozzarella who waved around her pompoms and only did vocals. I think pretty much every boy tried to look up Mitzi’s cheerleader skirt (I know I did) and I personally hold her responsible for the American male’s fixation with cheerleaders.
In the background are Sun & Moon, who would randomly pop up to add background vocals.
Does this frighten you? He sure frightened me when I was 7.
All of these characters did background vocals and they also took turn on lead vocals, depending on the song. The songs they played were pretty much everything from 60s pop to country to 80s hits (which would’ve been current at the time). During the wait for the shows to begin, there were TVs placed in the eating area which featured current music videos (I distinctly remember a censored version of George Michael’s ‘I Want Your Sex’ called ‘I Want Your Love’ playing… or am I making that up?), plus a number of movie poster parodies.
Last but not least, on the right stage is Billy Bob Brockali, Showbiz Pizza’s mascot. He played banjo and was the chain’s mascot. He sang, but I don’t think he joined in with the rest of the band for every song. Sharing the stage with Billy Bob is Looney Bird, who apparently hung out a lot in an oil drum. He wasn’t a member of the band and only poked his head out for comedy bits.
Other background characters were Baby Bear Choo-Choo, who did nothing but poke his out out of a small tree stump, but I always found it to be a fun challenge to keep my eyes open for any of his appearances. Then there was Antioch, the birthday spider, that would drop down from the ceiling near Fatz during songs, usually at birthday parties.
The Rock-afire Explosion show can still be found at a few pizza places across the country, virtually unchanged, but they are no longer associated with Chuck E. Cheese/CEC Entertainment, Inc. as CEC was merely licensing out the Rock-afire Explosion characters and animatronics from a company called Creative Engineering, Inc. This seems really, really dumb to me. Rock-afire was a major part of the experience! How could ShowBiz not have bought these characters outright at some point? This probably explains why ShowBiz locations became Chuck E. Cheese, so that CEC could distance themselves from the Rock-afire Explosion characters.
Oh… with all this talk about animatronics and video games, I forgot to mention the pizza! Hey, I was just a kid, and I know there’s a lot of bashing in regards to the quality of pizza that the current Chuck E. Cheese’s are offering up, but to me, the pizza was pretty darn good. I remember ordering sausage pizza there a lot. I remember them having a huge pepper shaker, the ones with those round shavings of pepper and I always used to pour on the Parmesan cheese as well.
According to locals, the Lynchburg location did indeed become a Chuck E. Cheese’s in the early 1990’s. A few years later, it became a restaurant centered around Billy Bob (according to ShowBizPizza.com, it was not uncommon during this time for independent chains to work Billy Bob into their restaurants as a mascot), which itself shut down in the mid 90’s. Animatronics from this location were reportedly still on site up until 2002!
As of July 2017, the building sits empty after having been a home to Billy Joe’s Ice Cream Parlor in the early 2000’s. Billy Joe’s is another place I have good memories of, but only from its original location in Fort Hill. Man, so many good times in that building sitting at 312 Border Street. It’s sad to see it not in use.
Experience varies by store, but all I’ve heard in the last few years is nothing but bad things about the Chuck E. Cheese chain: from the (lack of) variety of games, to the attitude of employees, to the quality of pizza and prizes. It’s a shame. ShowBiz Pizza Place was a magical world in the 1980s and the time spent there and the characters are something I’ll always cherish in my heart.
It’s especially sad to know that original Rock-afire Explosion animatronics have been sold and auctioned off to tiny pizza shops over the years where they do little-to-no maintenance on them and have no connection with the company they originated with or the company that created them. I originally posted some YouTube footage of a set of the Rock-afire Explosion in this post, from someone that owned them and actually maintaining them for his own amusement, but those videos have since been deleted by the YouTube user. :(
A big THANK YOU to the team over at ShowbizPizza.com for the information and use of images and videos. It’s a really fun site and if you remember Showbiz Pizza at all, I think you’ll enjoy it. And I’d also like to thank Google Image search as well. =)
I used to love that place!! it was the best time ever when i was a kid. Thanks for the reminder…..
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i loved it to and i wish that chuck .E. crap would leave and billy bob and the gang could come back and the world would be more magical!
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I am glad you posted this. I went into the old Showbiz building in Lynchburg probably around 2002 or so, and an ice cream place had moved in. They were in the process of renovating the building, but the main stage room was still intact at that time. I pulled one of the curtains back and saw the robot mouse with no clothes on. Who knows what happened to the robots, or how long they had been sitting in that building, but they were there as late as 2002. I think the ice cream place closed down as well, so the building is empty again as far as I know.
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Wow, that’s crazy the robots were still there. When did that Showbiz shut down?
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It was Showbiz til about 1990 then briefly became Chuck e cheese then ended up as Billy Bobs. That closed in 1994 or 1995
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Yes that building is STILL empty. Chamber of Commerce posted signs that they were moving to that site but it’s been a WHILE since that plan so I’m assuming that it was aborted, which is awesome bc I dont want them to tear down that building! It’s an original Showbiz building for the most part. The stage is still there with the background tinsel hanging. Not much was changed when the ice cream parlor was in business, which I think is awesome as well.
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Man, I thought I was the only person who knew about Showbiz Pizza. I grew up in Amherst, and that particular Showbiz was one of my absolute favorite places to go. We moved away in 1990, and I was surprised that no place else seemed to have one… at first I thought Chuck E Cheese was the rip-off! Sorry to hear it’s shut down, though.
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Glad to see this article as I lived in Lynchburg when I was a kid. It blew me away as a kid just like Hanna Barbara’s version of Kings Dominion. Both of those were highlights growing up. We moved away for a few years and visited the one in Greensboro and that is the only other SBP I have been to. I returned to Lynchburg in the late 80’s and Showbiz pizza was still there in fact I had a B-day there then. Not much had changed other than the play area with the balls you could jump in was gone and a section that use to have all table top games had been taken out. The games were more modern with some old classics mixed in. Sometime during the early 90’s the name was changed to Billy Bob’s Pizza. It still sported all the robots but the bar/sports room had been shut down and they no longer served Beer. The robots now instead of working on a program would sing by selection made on a unit in front of the stage. Rumor has it the guy who owned it or ran it refused to update the machines or put any money back into the place and it slowly went away. My guess is once it got to expensive to run the robots he shut it down. I still remember this being one of the few locations in VA to have the popular Dragons Lair game in the 80’s. It finally shutdown for good in the mid to late 90’s. One day out of curiosity I was there with my GF at the time and we stopped by to check it out. Sure enough Bill Joes Ice Cream Parlor had moved in. There were no arcade games to be seen but as mentioned above the stage area was still in tact in fact people were eating ice cream in there. Not sure what is there as of 2011 if anything. The building still exists though as you can see it off the bypass.
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Awesome! Thanks for the info, Roger!
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I am for some weird reason obsessed with this place. I just stopped by there the other day to have a look around. It was really exiciting but sad at the same time. The grass was as high as my waist and someone had graffited down the side of the building. But once you got pass it being run down it was still awesome!
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i had my brithday frist party i was six year old at chuck e chesse pizza time theater mr munch scared me i had my partys there from 1980-1987 they closed the chuck e chesse pizza time theater in 1988 then i had partys at showbiz pizza place for two years
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I know this is 4 years old, but I was bored and typed “Showbiz” and “Lynchburg” in a google search and your post popped up near the top! Thought I’d fill-in some of the blanks for ya.
The robots were in fact there when Billy Joe’s moved in. (If you will recall, Billy Joe’s used to be located on Fort Ave back in the 80s and 90s.) During the renovation, the owners, being members of TRBC, donated the robots to the church. I was there the fateful day when the tech team decided the robots were in such disrepair from having sat in a non-climate controlled building for over a decade … and everything… every stinkin’ thing … ended up in a few dumpsters. EVERYTHING! I assume the remnants of the animatronic show exist somewhere in the Lynchburg Landfill… where they will sit for all eternity as I’m pretty sure the robots are not biodegradable. Haha.
By the time Billy Joe’s finished the renovations, the stages were used (recarpeted of course, but with the same curtains and new headers) for bands. I played keys in a band that performed there once and my rig was set-up right where Rolfe and Earl once stood! I have to say, as an 80s kid and a Showbiz fan, it was pretty cool playing from that stage.
A strange thing about this store was that it went through the process of Concept Unification, and the mechs were all converted to Chuck E. Cheese in the early 1990s. But, just a few years later, the store ended its franchise with CEC and became “Billy Bob’s Pizza” Yup… the store re-converted the mechs back to the Rock-afire Explosion! To my knowledge, I don’t think any other show went through the process of CU and then transitioned back to RAE.
The building was donated to Liberty University a few years ago who sold it last year. It was purchased by the Lynchburg Chamber of Commerce who plans to spend $3million converting it to their new headquarters.
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That building still sits empty and from what I understand, chamber of commerce is located on Memorial Ave near EC Glass. It seems to me, and I HOPE, that the plan for it to take over the Showbiz building has been abandoned. I would hate to see it destroyed
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Plus THEY THREW THE ROBOTS AWAY?!? Wtf?? That sucks…..
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Ed, did you happen to take pictures of the robots, as they were, before they got thrown away?
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Another google search led me back here again, 4 years later. lol. Jessica, no. I didn’t take pictures. At the time (I think it was 2001), this was before the resurgence of the RAE. No one saw any value in them, including myself. It was my boss who was calling the shots. I don’t think he was even really interested in it in the first place, we just went to look at them as a courtesy of a member who thought the church could use them. In my opinion, knowing what I know now about the robots, I believe the mechs themselves were probably fine. The masks were completely dry rotted and brittle, as were the airlines. The costumes and fur covered in spiderwebs and dust. Some new cosmetics and new hoses, oiling the mechs, I bet they could have been brought back to life. If memory serves, I believe the mechs and computer were trashed. Everything under the stage (mac valves, etc) were left and I believe are still there today!
Yes, the Chamber merged with Region 2000 and together have bought the old James River Conference Center as their new home. The old Showbiz Pizza building was conveyed to First National Bank as part of the financing of the JRCC property and the bank plans to sell the property for redevelopment. This will most likely result in demolition of the building and probably another hotel going up in its place. The building really is in bad shape. When it was Billy Joe’s Ice Cream, most of my friends worked there (and I sometimes helped out, but never officially worked there) so I spent a lot of time there and even then the building had leaks and damage from not being well cared for. That was 10 years ago. I imagine after yet another decade of sitting empty and unmaintained it’s in even worse shape now. Graffiti is all over the sides of the building. This was the building back in 2012 (https://www.google.com/maps/@37.3703503,-79.1765357,3a,75y,299.21h,71.88t/data=!3m6!1e1!3m4!1sMr0d7JjLPAJkDibmOsjCww!2e0!7i13312!8i6656)
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I used to go to the Lynchburg location!
The best ticket game was this weird one called Golly Ghosts. It was a light gun game that had like a physical set with a screen over it that they projected the ghosts onto. If you got good at it, you could squeeze 150+ tickets out of each play, but it’d take you about 10 or 15 minutes for a full game.
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Sadly, this building has been demolished for a Springhill Inn & Suites, which is supposed to open in July. Looked like it was a fun place to explore.
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