Been taking my kids here for more than 7 years. Its a fun place that really tries to make the kids comfortable. From toys and trains, to sunglasses in the chair to block the bright lights. Friendly staff and a good reminder system. Very happy with them.
When my oldest kid first started going there she was in an "uncooperative" stage that made all kids of appointments difficult (eye doctor, photos, etc) but they always handled her so well.