Sometimes, the best business ideas come from unexpected turns. When one venture doesn’t go as planned, true entrepreneurs find a way to turn obstacles into opportunities. That’s precisely what today’s guest did, transforming a challenging investment into a creative, high-energy experience that captured the spirit of her community. On today’s episode of The Small Business Show, we’re joined by Katie Dufort, Founder of Puzzle Rides.
According to Dufort, Puzzle Rides sends participants on scavenger hunts through Scottsdale and Prescott, solving puzzles to find their next location while engaging with local art, history, and landmarks. The experience is entirely analog, with no cell phones or technology involved, creating a social, hands-on adventure suitable for all ages.
The business originated in 2016 when a partnership to share a golf cart fell apart, leaving Dufort with the vehicle and an open-ended challenge. She initially rented a cart in Scottsdale and explored summer opportunities in Prescott, where the thrill of navigating streets in a golf cart inspired a more creative approach. In early 2020, a family escape room experiment sparked the idea to combine puzzles with golf cart tours. Despite COVID-19 delaying the launch, Puzzle Rides opened in Prescott in July 2020 and in Scottsdale by October.
Puzzle Rides now operates six golf carts, with rides guided by trained “Puzzle Masters” who drive and facilitate the experience safely. The company caters to tourists, corporate team-building exercises, and multi-generational family groups, from children as young as eight to participants in their 90s. Special events have included anniversary celebrations and corporate competitions that leverage local businesses for food and event space.
"Tourists absolutely love it. And one of the reasons tourists love it is because our age range is eight is our minimum age... and that's due to car seat laws all the way up to our oldest rider was in their 90s. So it's something that's multi-generational."
The business also features the Puzzle Shop, a retail space offering jigsaw puzzles, puzzle leagues, and a “Puzzle Library Society” membership. The shop generates year-round revenue to offset seasonal fluctuations and has achieved a 68–72% profit margin. Expansion plans include franchising (starting with the puzzle shop), adding rides, and eventually offering corporate services. A future “Puzzle Factory” aims to produce custom jigsaw puzzles featuring local artists.
Dufort credits her success to persistence, creativity, and community engagement. She overcame early challenges, including marketing struggles and financial pressure, by leveraging personal resources and the support of her husband, who became her first Puzzle Master. Her history degree informs the integration of local culture and art, enhancing participants’ experience while deepening community ties.
Recognition by entrepreneurial programs, such as the CO-100 list of outstanding entrepreneurs, has validated the business model and highlighted its scalability. Dufort hopes to expand Puzzle Rides nationwide, envisioning a future in which the experience rivals those of major experiential entertainment brands.
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