Mitchell and Jennifer started The Rabbit Hole VR, Nashville's first virtual reality gaming arcade, in 2016. Today, The Rabbit Hole operates the largest VR gaming arcade in the Southeast and specializes in helping other location-based entertainment facilities bring VR to their locations. The duo also launched the Virtual Marketing arm of the business in 2022 to consult companies on how to usher their brand into the metaverse through comprehensive virtual marketing services and digital strategy plans.