George Aronstein is chief operating officer of APEX Entertainment in Marlborough.
Updated: June 2, 2025
Know How
How businesses can grow together through partnerships
By George Aronstein
At Apex Entertainment, we like to say we run corporate light, because when there’s a skee-ball machine in the corner, it’s hard to take yourself too seriously. But when it comes to partnerships, we take things seriously in all the right ways: with intention, creativity, and care.
The best partnerships aren’t transactional. They’re transformative. They bring energy to both sides, deliver exposure to new audiences, and generate real community impact. At Apex, we’ve worked with everyone from local breweries to autism advocacy organizations to financial institutions. Each collaboration has taught us great partnerships don’t just happen: They’re built with purpose.
Align on values. Our partnership with the New England Center for Children in Southborough is one of our most rewarding. What began as event sponsorship evolved into Sensory Sundays, where we lower the lights and volume at Apex so families impacted by autism can comfortably enjoy our facilities. We’ve hired NECC graduates and supported their events, from holiday parties to road races. It’s more than branding; it’s belief in what they do and reminds us why this work matters.
When you share core values, the collaboration comes naturally. Ask: Can we help each other fulfill our missions in a way that feels genuine?
Keep it local. From Wormtown to Jack’s Abby, local breweries have been a huge part of our identity. We don’t just pour their beers; we create experiences together. Whether it’s trucker hat stations, golden ticket giveaways, or limited-edition pint nights, these events draw new customers and deepen relationships with regulars. Local businesses understand the community. When you partner up, that authenticity shows. Right now, we’re collaborating with breweries on a “Drink Local, Give Back” campaign, where a portion of every pint sold goes to local veterans’ charities like Clear Path for Veterans.
Create shared wins. With our Family Fun Days, we don’t just write checks to community groups. We designed an experience for families to enjoy discounted access to attractions, and the organizations receive a portion of the proceeds. It brings people through our doors, introduces new guests to Apex, and sends funds back to nonprofits.
Make it memorable. When we teamed up with Rockland Trust, a casual chat at a Marlborough Regional Chamber of Commerce networking event turned into a custom go-kart sponsorship and a bank-branded speedway. When the USO needed a venue for military family celebrations, we opened our doors. From hosting comedy nights to cooking burgers for 5K runners, we aim to create unforgettable experiences.
When partnerships feel less like business and more like friends building something fun together, that’s when the magic happens, by turning a partnership into a shared experience that makes your brand more human, more visible, and more valuable to your community.
WBJ Web Partners
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