On a busy side street, located just off of the main road through Willard, Missouri, lights and chimes spill from the Pinball Social Club, hinting at something nostalgic. For owner Matt Darst, the venue is more than a hobby, it is an intentional effort to build community around simple, old-school fun.
Matt’s professional life might not immediately suggest an enthusiasm for pinball, as he has spent many years developing affordable housing projects across Arkansas. Upward Housing Group was started by Matt and wife Cassie as a step of faith during the uncertainty of the pandemic. As their business expanded, a long-dormant interest began to resurface.
Like many enthusiasts, Matt grew up playing pinball and then stepped away from the game as adult responsibilities began to overshadow free time fun. Nearly three decades later, his teenage son began visiting arcades around Springfield and discovered a fascination with the game. What started as a shared pastime soon evolved into league participation, tournament play, and a realization that southwest Missouri had many interested players, but few spaces welcoming to all age groups, especially competitively.
When Matt noticed a building in Willard had become available, his development company purchased it, dedicating an unused portion to what would become The Pinball Social Club.
Since its opening in 2025, the response has exceeded expectations. Roughly 80 percent of visitors travel from outside the immediate area, with players routinely driving in from Branson, Lake of the Ozarks, and Arkansas to compete in the club’s growing slate of in-house tournaments.
Matt sees success through a slightly different lens – one that focuses less on attendance and more on the culture forming around the retro game. The demographic has become increasingly diverse, drawing those who are longtime players as well as teens who are discovering a love of pinball for the first time. Increasingly, students are drawn by word of mouth and love the digital upgrades to the simple machines.
Mobile scoring apps and leaderboard systems add a competitive edge to the games, while those who visit frequently are often driven to earn monthly achievements and digital badges that add slight technological advances while preserving the tactile thrill of traditional play.
For Matt, a native of the Springfield area, the club reflects the small-town ecosystem he values: family-friendly fun, skill-building, and intergenerational community. Parents who once played in arcades now stand beside their children comparing scores and coaching them through the basics of ball control and shot selection.
In an era dominated by streaming entertainment and algorithm-driven feeds, The Pinball Social Club offers something rare: screen-free social competition that still feels modern. This balance is exactly what Matt strives for. The flashing lights might draw people in, but it’s the relationships and community that keep the silver ball rolling.
The venue is more than a hobby, it is an intentional effort to build community around simple, old-school fun.