In 1998, while most mallgoers in the Philippines had yet to see a fully dedicated entertainment center inside a shopping complex, two men were quietly laying the groundwork for what would become a nationwide phenomenon. One was an industry veteran with decades of Family Entertainment Center (FEC) experience. The other, a newly returned MBA graduate from UCLA, was assigned by Ayala Land to help launch a new joint venture the company had just invested in.
“Upon returning from my Ayala Land-sponsored MBA at UCLA in mid-1998, Ayala had assigned me to be the Deputy General Manager of a newly formed joint-venture company which turned out to be Timezone.”
That man was Raffy Prats, who would later become President and General Manager of Timezone Philippines—a role he still holds nearly three decades later.
A Humble Start in Cebu With Just 20 People
Timezone’s first branch opened in Ayala Center Cebu, and it was more experiment than empire. There were no playbooks or historical data, just ambition and intuition. The company was starting from scratch.
“Juan and I personally hired many of the people who would go on to form the core of the company today.”
Juan Uribe, the General Manager with 20 years of FEC experience, became Prats’ mentor. Together, they led a team of around 20 people in 1998—handling everything from operations to hiring—with a long-term plan that was still taking shape.
“From around 20 team members in 1998, we now number close to 800 team members and now operate over 50 main venues and over 100 satellite locations.”
That early hands-on teamwork became the cultural foundation for what would later grow into one of the country’s most trusted entertainment brands.
Building Fast—and Learning Even Faster
Unlike in real estate or finance, where projects take years to materialize, Timezone’s model required speed.
“That speed of being able to build something from the ground up, quickly and tangibly, is both fun and fulfilling,” Prats explained.
“In the FEC industry, we are able to open as many as a dozen or so venues in a given year when the opportunity presents itself.”
That rapid deployment also meant constant learning. It wasn’t about simply replicating overseas practices—it was about localizing, innovating, and adapting to what Filipino families truly wanted.
The Joy of a Tangible Product
For Prats, the shift from finance to entertainment wasn’t planned, but it was deeply satisfying. Unlike banking or property development, the results in the entertainment industry were visible—not just financially, but emotionally.
“It feels very rewarding to build a social entertainment destination that brings people together where everyone can enjoy and connect with their family and friends and create lasting memories.”
That contrast stuck with him:
“It was very different from my first job in investment banking where our products were mostly imperceptible financial instruments; or in my initial assignments in Ayala Land wherein a condominium project may take five to six years from actual planning to project turnover.”
At Timezone, the results came fast. People played. Families laughed. Teams celebrated milestones. And every time a new venue opened, the sense of accomplishment was immediate.
From Arcade to Multi-Attraction Destination
The brand didn’t remain static. From the simple arcade setup of its early years, Timezone evolved into a multi-attraction Family Entertainment Center (FEC), adding bowling, billiards, karaoke, trampolines, and VR experiences.
The shift wasn’t just about following trends—but about anticipating what modern Filipino families wanted: full-day entertainment under one roof.
“We shall continue to build our multi-attraction FECs and go on adding new innovative games and attractions to our venues.”
“We shall be on the lookout for fresh, exciting new experiences to add to our game mix. The goal is to keep evolving while staying true to what makes Timezone fun, social, and memorable.”
That adaptability is one of the reasons why Timezone has stayed relevant for nearly 30 years—and why the next generation still flocks to it.
A Legacy of Trust, Teamwork, and Tenacity
With retirement on the horizon, Prats is looking back with pride—and gratitude. Timezone wasn’t just a career. It became his platform to build, lead, and leave something meaningful behind.
“I will be forever grateful to Ayala Land and TEEG for trusting me with this company for three decades.”
While he’s launched more than 100 locations and overseen hundreds of team members, he measures his impact in simpler terms: culture, trust, and the memories created by generations of Filipino families.
