Practical guide for investors and family operators of entertainment centers.
TL;DR
- Modernisation of the playroom is needed when return rates fall, selected zones are ravaged or the offer does not include older children.
- A visible change every 6-12 months may sustain interest, but the deadline should be derived from the object.
- The new feature is a single module, seasonal scenario, thematicity or interactive element – not always a large redevelopment.
- The most secure plan combines traffic surveillance, business goal, budget, service and marketing communication.
The key decisions in a nutshell
| Signal | Possible reaction | What to measure |
|---|---|---|
| Less Return | New challenge or variable scenario | Family retention and frequency of visits |
| Empty Zone | Change of function or difficulty level | Time of use of the zone |
| The Outflow of Older Children | Ninja, sport or interactiveness | Age structure and birthday sales |
| Consumption and failures | Repair and refresh connection | Cost of downtime and service |
Action Plan
- Collect data on attendance, return, age of guests and use of zones.
- Show us a business problem that is supposed to solve the modernisation of the playroom.
- Compare the minimum, stage and comprehensive option with the downtime.
- Plan service, reception, training and reopening campaign.
- After implementation, compare the results with the baseline period.
Opening the playroom is just the beginning. Many investors focus on the construction stage and the grand opening, assuming that a well-designed facility will attract customers for many years without major changes. In practice, however, it is completely different.
The most prosperous entertainment centers regularly develop their offer. This does not always mean expensive reconstruction of the entire facility. Often it is enough to introduce one new attraction, refresh the selected zone or add electronic elements to re-interest customers and increase the number of visits.
Why do customers stop coming back?
Children will learn all the possibilities of a playground very quickly. After several visits, they already know where the favourite slides, obstacles or trampolines are located. If nothing changes during the next visit, the level of excitement gradually drops.
Parents also start looking for new places to offer children other experiences. It’s a natural process that can’t be completely eliminated. However, it can be effectively slowed down by systematically refreshing the offer.
How often is it worth to introduce new ones?
There is no one universal answer. It depends on the size of the facility, the number of visitors and local competition.
In practice, the principle that at least one noticeable change should be introduced every 6-12 months is well suited. It doesn’t have to be big. It is important that the customer feels that something new awaits him during the next visit.
Greater upgrades are worth planning every few years. This allows you to maintain the modern look of the facility and adjust the offer to the changing expectations of the market.
What attractions should be added?
The greatest interest is the attractions that involve children for active movement and for shared fun.
Increasingly, owners decide to expand on:
- interactive motion games
- Electronic obstacle tracks
- climbing walls with light effects
- interactive floors
- arcade zones
- Time challenges with points ranking
- Thematic Mini Zones Inspired by Jungle, Space, Ocean or Adventure
Such solutions make children more likely to return to improve their performance or discover new fun opportunities.
Electronics increases fun time
Even a few years ago, most playrooms were based exclusively on classic soft play designs. The attractions that use light, sound and interactive elements are now becoming more popular.
Children are accustomed to technology and respond very positively to games requiring reflexes, speed or cooperation with other participants.
A well designed electronic attraction does not replace a traditional playground. It complements it and creates an additional reason for re-visiting.
Does every new attraction have to be expensive?
Definitely not.
Many owners mistakenly assume that the development of the facility means that they need to spend several dozen or even several hundred thousand euros. However, it is often enough to rebuild a small piece of construction or add a single attraction.
The new elements can be designed modularly, making the playground develop in stages with business development. This allows better control of the budget and at the same time regularly surprise customers.
Watch your guests’ behaviour
Visitors themselves are the best source of information.
It is worth paying attention to this:
- which attractions are most often besieged
- where children spend the most time
- which elements are the least likely to benefit
- What Parents Ask
- what attractions appear in competition
Such observations help to make investment decisions based on the actual needs of customers, not just on current trends.
Use Seasonality
Not every novelty has to stay with the object permanently.
A good solution is to prepare seasonal theme attractions. Halloween, Christmas, winter holidays, holidays or Child’s Day are excellent opportunities to create special zones or events that will increase interest in the offer and encourage customers to visit again.
Expand Object for Future
The most profitable entertainment centers are not created once. They’ve been developed over the years.
It is worth to predict a place for future expansion, additional attractions or electronic installations at the design stage. This makes each subsequent investment simpler, cheaper and does not require the entire construction to be rebuilt.
Regular introduction of new attractions allows you to maintain the interest of customers, increase the number of returning families and builds the image of a modern entertainment center that is constantly developing. In the long term, this is one of the best investments in business development and a way to maintain a competitive advantage.
Related Indoor Play Concept resources
- Modernisation and reconstruction
- Audit of the playroom before the service
- Playroom service
- Consultation
Do you have a project or a working object? Get a consult with the Indoor Play Concept.
