Yes $29/ all day. And yes Groupon has had 50% off for $15 all we could play from like 10am until like 8pm Sat. My son and I estimate we played 20-25 games for one day... You can even sign up once there for your own ID/Card but not much benefit...
Unlimited, is on Friday & Saturday nights (Power Play) otherwise it's an all daytime pass. Unlimited means: as many games as U can get into, between playing & waiting, during that time period. Obviously, that's based on how busy they are at that time.
As far as I know they have all day passes. However I'm not sure it the are "truly unlimited" and groupon has some really good deals for ultra zone that maybe worth a look. I hope this helps.
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