By Ashley Wry, Founder & President, Rushland Inc.
When I first imagined Rushland Indoor Play Place, I wasn’t just dreaming about slides, sensory rooms, or birthday parties. I was imagining a place where families could finally slow down, put their phones away, and reconnect with each other in a way that feels real, joyful, and judgment‑free. Rushland is built on a simple belief: When we disconnect from the noise, we reconnect with what matters.
In a world that feels busier and more overwhelming than ever, our community deserves a space designed with intention — a space where everyone feels welcome. Rushland is designed with a specific emphasis on inclusivity and sensory‑aware environments. Today, I want to share our vision, our mission, and the goals that will guide us as we prepare to open our doors in 2026.
Our Vision
To become Nova Scotia’s leading destination for inclusive, sensory‑aware, family‑focused recreation — a place where people of all ages can play, explore, and reconnect without the pressure of screens, noise, or judgment. Rushland is not just a play place. It’s a community hub. A safe haven. A place where everyone can breathe again and be authentically themselves.
Our Mission & Values
Our mission is to provide affordable, accessible spaces where guests can step away from technology and strengthen their relationships through meaningful play. We are committed to:
- Accountability: We own our actions and lead with integrity — every decision reflects our commitment to families and our community.
- Inclusivity: Rushland is designed with sensory‑aware features, accessible layouts, and equipment that supports neurodiverse children and adults.
- Safety: We prioritize physical and emotional safety so everyone can play happily, healthily, and confidently.
- Family: We believe in real connection — creating meaningful, screen‑free moments for families and friends to enjoy together.
- Community: We partner with local organizations, schools, and businesses to create a space that reflects the heart of Cumberland County.
- Supporting Local: Whenever possible, we choose Nova Scotia makers, creators, and small businesses — because local thrives when local supports local.
- Wellness: Play is for everyone. Kids, teens, adults — anyone who needs a moment to reconnect with their inner child belongs here.
Rushland will offer affordable, accessible spaces where guests can step away from their cell phones or TVs and strengthen their relationships.
Our Goals for 2026–2027
We are entering Phase 1 of our multi‑year vision, and here’s what we’re focused on right now:
1. Opening Rushland Indoor Play Place in Amherst, NS
We are finalizing our location and will announce it soon. Our goal is to open an inclusive indoor play place that serves families across Cumberland County and beyond.
2. Building a Sensory‑Aware Environment
Our Sensory Zone will be intentionally designed for people with sensory processing needs and appealing to all ages and a wide range of abilities.
3. Creating a Community‑Driven Space
We want your ideas, your feedback, and your creativity. Rushland will evolve based on what YOU want to see. Interact in our polls, follow our Facebook, and submit any ideas you have directly to us!
4. Supporting Local Businesses
We will showcase local products, partner with local vendors, and run a community‑powered auction from May 13–20 to raise start‑up funds while promoting local entrepreneurs. This is a small portion of our plan, and we look forward to promoting local businesses throughout this auction!
Our Why
The reason we want to do this for Cumberland County is because we are parents. We want to have more for our children, friends, and families to enjoy. We want to make Cumberland a more desirable place to work and stay. We want to help small businesses with awareness and give everyone a space where they can be authentically themselves, judgement free.
How You Can Support Rushland Right Now
We are still in the early stages — and your support means everything. Here’s how you can help bring Rushland to life:
- Buy a Rushland gift card or Purchase Ashley’s book, AWAKE: www.rushlandinc.com/products
- Book business consulting services: www.rushlandinc.com/consulting
- Support our GoFundMe: https://gofund.me/5117b7269
- Bid in our Local Auction (May 13–20)
- Shop our pre‑sale deals (launching May 21): www.rushlandinc.com/products
Every action — big or small — helps us build a space that will serve families for decades.
We’re Building This Together
Rushland is more than a business. It’s a movement toward connection, inclusion, and community. Thank you for believing in this vision. Thank you for supporting us. And thank you for helping us bring Rushland Indoor Play Place to life in 2026. Stay tuned — our location announcement is coming soon. And trust me… it’s worth the wait.
— Ashley