Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: THURSDAY, February 3, 1994 TAG: 9403070125
SECTION: NEIGHBORS PAGE: S1 EDITION: METRO
SOURCE: By KAREN DAVIS SPECIAL TO ROANOKE TIMES & WORLD-NEWS
DATELINE: LENGTH: Long
Perhaps you remember the media blitz? Newspaper ads and signs that said ``It's Coming!'' followed about a month later by ``It's Here!''
Some imagined ``it'' was a mind-boggling gymnasium, a dazzling playground for the mind, filled with colors and fanciful creatures.
They were partly right.
Although not a gymnasium, as the name might suggest, Imaginasium is a playground designed to stimulate young minds. Owner Judy Kleiner called it a ``creative play place for kids,'' offering hands-on, educational exhibits, like a children's museum.
Although Imaginasium imposes no age limits, the exhibits are designed primarily for preschool age through second-graders, Kleiner said. Most of the play activities are not appropriate for ages 8 or older.
But because Imaginasium is a profit-making entity, Kleiner said she prefers not to call her business a ``children's museum'' outright. The Association of Youth Museums defines a children's museum as one having permanent, nonprofit status. ``I respect their definition,'' she said.
Randy McKeel, association assistant for the Association of Youth Museums in Memphis, said simply, ``We consider her a for-profit children's museum.''
Of the 325 such youth museums in the United States, ``99 percent are nonprofit,'' he said, to help them qualify for federal grants and donations. He said Virginia has only six other youth museums that are association members, and all are nonprofit. Those are in Radford, Lynchburg, Richmond, Charlottesville, Portsmouth and Herndon.
Imaginasium, situated in a renovated house at 4249 Appleton Ave. that used to be a private residence, offers children room after room of interactive exhibits and programs in a comfortable, home-style setting. The 4-acre site includes an outdoor playground and garden gazebo.
The indoor exhibits, ranging from a climb-in castle to a child-size kitchen, contain costumes and props for imaginative play and shatter-proof acrylic mirrors so children can see themselves.
Absent are toy weapons. There are no bows and arrows in the Native American village, no swords in the castle, no guns.
Kleiner said she dislikes modern forms of play that encourage violence. She believes games involving superheroes and ``good guys who carry guns'' desensitize children to violence.
She also believes Imaginasium offers ``better options for creative play,'' because interactive, educational exhibits stimulate children's natural curiosity and offer them a point of departure for self-motivated learning. It's a place for imaginative self-discovery.
``Play is how children practice appropriate behaviors for adult life. It's the way they learn about their world,'' Kleiner said.
So, if adults want their children to practice acceptable behaviors and develop good physical, cognitive and social skills, they must provide them with an appropriately safe, constructive and stimulating environment in which to do so. In a nutshell, that's the mission of Imaginasium.
Kleiner changes the interactive exhibits about every six months. In February, a Native American village became an African marketplace. The climb-in castle became a performing arts arena.
Kleiner, who bought and renovated the buildings and grounds for the business, said she selected the site for its spaciousness and easy access to a major highway. A sign in the median strip on Peters Creek Road guides visitors to the site.
The facilities are shared with Kleiner's tenant, the Blue Ridge Montessori School. She has an assistant director and four part-time employees.
The idea for Imaginasium came during a visit to a similar operation while Kleiner lived in Philadelphia. She liked what she saw, but felt she could do something better someday.
Kleiner, who grew up in New Jersey, received a nursing degree from Temple University in Philadelphia. She also earned a bachelor's degree in psychology from Drew University in Madison, N.J. She worked as a clinical specialist in adult neurology until about seven years ago.
``When my daughter was born, she was premature and needed care, so I stayed home with her,'' Kleiner said. She and her husband, Dr. Larry Kleiner, a neurosurgeon, discussed the business idea then, but decided to put it on hold until after their children, Phoebe, now 7, and Lewis, 6, were in school. But current interest rates made them reconsider sooner.
When Imaginasium opened in June, Kleiner added personal touches to make her venture more attractive, clean and convenient than some others she'd seen. For example, she'd noticed that some operations rarely cleaned the kids' costumes. Plus, the clothes were adult-size and too bulky for kids to enjoy fully, so she made wash-and-wear outfits sized to fit kids.
She adapts clothing with Velcro strips so that the outfits slip on and off easily, like smocks. She also uses age-appropriate toys and, whenever possible, recyclable products. She sells only healthful, prepackaged snacks and drinks in the snack bar - no sweets or sodas, and no cooked meals. She keeps disposable diapers on hand for those who need a change during a visit.
Many visitors come on school field trips. Kleiner said she booked about 22 field trips for Black History Month, some traveling from schools as far away as Christiansburg.
Much of her advertising involves direct mailings to schools. And last summer, she invited teachers and child-care professionals to her opening reception.
Walk-in visitors pay $2.50 per child and $3 per adult. Children age 2 and under are admitted free. Parents must remain with their children throughout the visit and may join in play as well, Kleiner said. At least one adult for each five children is recommended.
Family memberships cost $45 per year with unlimited visits to Imaginasium for up to six family members. Members also receive a newsletter, guest passes, vouchers for arts and crafts activities and vouchers for snacks and drinks sold in the Najj's Nook snack area.
Najj the unicorn and Fancy the flying baby griffin are two colorful creatures Kleiner invented to decorate the walls of Imaginasium. Najj is the nickname of her sister, Janet Curtin of Philadelphia, who drew the cute animals.
The sisters plan to write and illustrate a children's book based on the characters, Kleiner said.
Since opening Imaginasium, Kleiner said, she's ``had over 100 kids just in birthday parties.''
Birthday parties cost $7 per child and include decorations, place settings and party favors. The parents bring the cake, and adults may attend at no charge. A pinata filled with candy and small toys is available for $15.
Kleiner said she can accommodate about 20 children in the birthday party room, and more during warmer weather when activities can be moved outdoors.
Imaginasium is open 10 a.m. to 4 p.m. Tuesday through Saturday and noon to 4 p.m. Sunday. For information, appointments or party reservations, call 562-2606.
by CNB