Practical Advice to …Setting Up An Indoor Play Centre

PAR New Start Up’s Seminar 19th June 2012

Welcome and Introductions

Graham RobinsonAPI Indoor Section Chair

API, PPA, RPII – A New Partnership

• Play Providers Association (PPA)• Association of Play Industries (API)• Register of Play Inspectors International (RPII)

Aims: • Provide an insight into the realities of operating an indoor play centre

• Learn from existing operators and leading industry suppliers

• Cover standards, guidelines, statistics and best practice

• Discuss future industry trends and innovations

• Opportunity to ask questions to the panel and speakers

• Information to allow your to make an informed decision on your start up

Seminar Outline:

1. Introductions (Graham Robinson) - 10am2. Researching the Market: (Kate Costin) – 10-10 am3. Choosing a manufacturer -(Graham Robinson) 10-40am4. Location, Planning and Finance Q+A (Russell Gardner)– 11-00am5. Case Study – Giving Birth to a play centre (Tracey Bancroft) – 11-30

Networking Lunch at 12-00

1. Creating your brand and marketing your site (Kate Costin and Graham Robinson) – 12-30

2. Ongoing considerations of operating a Play Centre (Tracey Bancroft and Russell Gardner) – 1-00

3. Industry Standards and Best Practice (Keith Dalton) – 1-204. PANEL - Question and Answer Session -1:40 pm

Researching the MarketIs there an opportunity??

Kate Costin

What does the market look like?

• Highly fragmented supply structure (700~ Private Operators)

• A new breed of operator creating higher customers expectations

• However MANY business failures

• Current sites having to diversify to survive

• Tough economic conditions for both existing operators & potential start ups raising finance

• Increased competition and costs for operators

Why might you want to open a play centre?• The centre near me is always heaving “they must be making loads of money”??

• I want to start my own business to spend more time with my young family??

• A local play centre closed- there is a gap in the market??

• There are no play facilities here and so no competition??

• Running a play centre looks easy and I can do better than what’s already there!?

BUT the realities are…

Many sites closing or changing hands …

UK’s largest multi-siteoperator into liquidation

September 2011 “CASH FLOW IS KING”

The economy hitting spend per head

Others are seeing potential!Party / leisure spend competition in all forms …

Any cause for optimism ??

“We are seeing a lot of entrepreneurs recognizing that they need to start working on their projects now, even though we are still in the tail end of the recession, so they can have the projects open when economic conditions improve.”

“The Great Recession resulted in many previously marginally performing projects going into the red. Owners are now calling us in to audit and analyze the projects, determine the root cause of their poor performance and develop strategies to improve performance with everything from management and marketing to renovations and rebranding. “

Still some great new sites opening

Industry Trends

Are play centres profitable ?

• Only 54% reporting a profit in 2009• 192 play centres “for sale” on Dalton’s

• Opportunity for failing sites to be purchased

Industry Benchmarks ?

• 33% Benchmark

• Admissions and F+B up

• Parties down

• 2011/12 Spend per Headreduced

Don’t be just another play centre … “DIFFERENT IS GOOD”• Product, be unique

• Create a visitor experience with extended dwell times

• Business Model – what’s yours?

• Branding

• Food and Beverage, Party, Secondary Spend

• Customer Service

Choosing a Manufacturer

Key Considerations• At what stage do you need to speak to a manufacturer ??• What is your budget??• Equipment : Building Ratio … maximise your profit per square foot • New Trends

Issues with funding play centres• Current economic climate means banks are not keen to lend• Presenting the business case• Proving demand

Establish that the Play Provider can… • Provide product information and assistance• Demonstrate a quality control system for design, manufacture, installation, maintenance and repair• Offer an independent post installation inspection service, to be carried out before the facility is first open for public use• Provide documented confirmation that the play equipment has been installed in accordance both with relevant standards and manufacturers instructions • Provide an after-sales inspection, repair and maintenance service, including an emergency response and a warranty covering defects in design, manufacture and installation• Demonstrate that they are covered by appropriate and adequate professional and product indemnity insurance• Take new clients to existing facilities and/ or provide a list of reference sites

Why use an API Member? API membership signifies professional competence and performance

• Strict admission criteria : Ensures that all members have the necessary experience, financial status and quality of workmanship. • Professional code of conduct : Members are committed to high standards of customer service and business practice. • Standards: Delivering to clearly defined EN, BS standards, guidelines and DDA requirements to maximise play value and accessibility and minimize risk to users. Buyers can also rely on API members being at the forefront of new thinking on play value, accessibility, risk and challenge. • Technical mediation service: Impartial assistance in the resolution of complaints and disputes, if necessary, between Members and their customers.

How much will it cost? • Industry average is 10k per 1,000sqft of play centre for soft play… So normally soft play will cost you 90K for 9,000 Sq Ft

• 3 months landlord rent as a deposit upfront? + service charge plus solicitors fees. EG= £6 per Sq ft x 9000=54k year. Stamp Duty on lease

• Building reg’s / engineer, planning permission (EG- Plan 10k inc complications), design drawings for the whole centre to pass planning & building reg’s. Fire Risk assessment as required by law. DDA, labour.

• Doing the actual building works (??£$), Building materials, electrical (equipment, plus installing plus testing), plumber, gas engineer, fire alarm , security systems (alarm, cctv), disabled toilet. Fire marshall , Food Hygiene training

How much will it cost? Continued

• Extractor (~3K), cooker / oven, griddles, microwaves.... Fridge& freezer (~ 1K)• Toilets, hand wash, hand dry, DDA toilet equipment• Carpet & flooring commercial non slip• Tables, chairs and sofas.... EG -9,000 Sq Ft centre ~10k also high chairs, nappy changing ? lockers? • 1st aid equipment, 1st aid training. CRB checks. PRS license, PPL License, TV License, Entrainment License?• Advertise for staff, T-shirts, clothing, Chef clothes. General kitchen tools.vending machines / rides / Arcade machines.• Hoovers, Cleaning Equipment• Menu's, Print and Design •EPOS Systems, Online Party Booking software?

• Party room set up, Disco lights, music system. Large PA system.Coffee machine EG ~2k • Hot water machine, hot choc machine, reserve coffee machine for when the main on breaks Heating ?? Again thousands of pounds, my recent air conditioning additional cost EG ~£28 K • Decoration (labour & materials), Cherry picker lift hire, PC systems, BT install / connection, • Insurance? Staff opening cost? Business rates? Your wages while building? Sage accounts system? Accountant ? • Interest payments & repayments on loans ? •Opening day stock & materials…

All needs paying before opening & money come rolling in

Location, Location, Location and Planning

Russell GardnerFun4All

Where are play centres located?

0

5

10

15

20

Frequency

Retail/Leisure

Industrial TownCentre

Other

Type of Location

What size of site’s are currently trading?

0

5

10

15

20

25

30

35

Percentage

0-7,500 7,500-10,00 10,000-12,500

12,500-15,000

15,000-20,000

20,000+

Size

Churches!!

Industrial Estate Retail/ Leisure

Shopping CentreTown Centre

The Bubbles Factory: Case Study

The Bubbles Factory opened on the 3rd November 2010 in Carluke, ScotlandA 500sqm - community based indoor soft play and cafeThe £1.1million delivered a very high quality, sensitively designed, environmentally considerate building including a Scottish government grant of £550,370.00Local regeneration to drive footfall to other businesses in the town centre

What makes a good location? • High Footfall = Large Catchment Area• Lack of Competition• Height of unit • Car Park

Don’t settle for anything less than perfect!!

Invest in Good Design

The design of the physical facility has a profound impact on not only the cost of the facility, but just as, if not more important, the quality of the guest experience which directly impacts on revenues and the cost efficiency of operating the business. Design directly affects:

•Development cost•How much your guests enjoy the experience of visiting•How much they spend•Whether and how often they return•What it costs to operate the business

Most design decisions are permanent, or at the least, very costly to correct if they can be corrected. In most cases, the cost of developing a center with a flawed design is the same as developing one with a good design. So getting the design right in the beginning is very important to long-term success.

Invest in Good Design

Planning • Policy … Town Centres• Employment• Highways… Access• Car Parking• Public Transport • Sequential Approach

Do you need professional help? Change of Use? How long does it take? How much will it cost?

Planning Recommendations… • Have a robust approach• Take early pre-planning advice• Discuss your proposal with highways• Establish the availability of Public Transport links• Demonstrate a need for your proposal • Understand previous planning approval / refusals

Giving Birth to a Play Centre

Tracey BancroftEzeeeplay

Perception

All the Answers – No!!! Framework – Yes Considerations - Yes Differences – Yes Move Forward – YesSelf Evaluation - Yes

Framework- Building and Planning

Chaos Adventure - Lytham

Resources

Framework – People

• Identify Requirements• Source• Numbers•Security•Resources• Training – Documentation

Customers

Framework – Customers

• Identify Needs•Assess Expectations•Know Your Market – research, pricing structure•Reassess – be aware of trends•Marketing - what works • Flexibility – don’t assume you know everything about your customers

Policies & Procedures

Framework – Policies, Procedures, Legislation

• Research, educate yourself• Know Your Market – research• Reassess – operational processes• Legislation changes

New Family Member

Child Development FEC Translation

0-3 monthsWelcome to the world

1st TrimesterThe start of something big

3-6 monthsGreat expectations

2nd TrimesterYour baby’s latest growth spurt

6-12 monthsEncouraging your baby’s developmentMaking steps towards toddlerhood

3rd TrimesterTime to grow

I can do this play centre thing and do it better! How hard can it be? Oh **** what’s next... Avoiding the PITFALLSIts opening day- here comes the paybackWhere did all these people come from, thats the 15th party today!!Customer feedback, staff changes, process change, Business established, Formula nearly rightThings getting easier, staff know what to do, perhaps we should open another

Support Network

Framework – Family & Friends• Use them, lean on them, include them• Be prepared to live the dream• Remember you have a home • Wear your ‘knocks’ with pride• Either MAKE or BREAK you

PITFALLS

P - Planning permission, building, tradesmanI - Independent Inspections: Fire, Environmental Health, ROSPAT - Training and recruitmentF - Finance, security, cash, credit cardsA - Advertising, market research, assess customer needsL - Location, Location, Location – understand it, project growth ,future planning L - Landlords – love or loathe can’t get far without themS – Success????? Good Luck!!!!

Networking Lunch12-00 until 12-30

PPA Supplier Member’s

Marketing and Creating your Brand

Kate Costin and Graham Robinson

Creating your Brand • The face of your business• Brand Values – what do you stand for?• What is your target market? • What do you want customers to think about your business?• Be consistent throughout • Invest in professionalism

• TOOLS … Ie- SWOT analysis, Marketing Plan, Briefing external companies

Key Challenges of Brand Management

Brand MapYou and your competitors

Not just play centres!

Great Brands in Indoor Play

Belper, Derbyshirewww.chucklebutties.co.uk

Putney, Wimbledon, Newburywww.eddie-catz.com

Edinburghwww.timetwisters.co.uk

Pre Launch • Website• Literature• Staff and Uniform• Signage• VIP Event- Golden Ticket •Where will people be looking to find you?

Have a budget and stick to it…

Best forms of Marketing • WORD OF MOUTH• Good PR (and bad!)• Mascots• Local Events• Group Marketing• Local Parenting Magazines / Websites – eg Primary Times,

• Less Effective : Radio, Buses, Flyers • Stick to budget • Have a Marketing Plan and MEASURE

Social Media

• 2,013 Facebook Fans• 1,757 Twitter Followers

Operating your Centre

Tracey Bancroft and Russell Gardner

Play Centre Usage Factors

• THE WEATHER!!!• Competition … All formsMarket Saturation• Repeat Business …Customer Service• Marketing your centre• The economy• Time of Year …Peak – Off Peak and Holidays

Setting up your play centre is the easy bit!! Continuing the journey…

Turnover vs Size of Site

•Capacity Maximising secondary spend •Effective use of space Off peak •Play Value VS turnover •3 'R's Review, Reinvent, Review

Ongoing Considerations• Tight management of all your overheads - utilities , suppliers , resources • Maximise opportunities to negotiate with suppliers to drive down costs • PEOPLE = 20 - 30% OVERALL COSTS - but also most beneficial resource!! • Rota structures /controls - match anticipated demand - • Policies/procedures - legislative and business • 3 'R's - Review, Review, Review • NETWORK - PPA - organisations, associations, local authority members, MP’s • Educate yourself, staff - understand the industry/understand your customers • Partnerships with other organisations, business • BE PROUD - SELL YOUR BUSINESS - SELL YOU !!

Legal Requirements vs Best Practice

•UNCRC - Rights Of The Child - includes right to PLAY, leisure & rest •Responsibility for PLAY - devolved to Local Government - constant review in each member country •Health & Safety at Work Act 1994 & Management of H&S at Work Regs 1999 •Anticipated change to legislative demands •PPA members best placed to absorb changes - e.g CRBs, annual safety checks, operational checks •Peace of mind - professional /conscientious PLAY PROVISION PROVIDER •Robust against litigation •Able to meet customers expectations and allay 'fears' •Best placed to meet future opportunities

Re-invest to survive and grow• Party package offering ie- Laser Guns, Build a Bear• Add new attractions ie- Playbus, Climbing Wall, GO OUTDOORS• Diversifying • Again having a USP and focusing on your key market’s ie- Toddlers• Keep customers returning by addingsomething new

When to Reinvest??How often to Reinvest??Doesn’t need to be expensive!!

Indoor Play Setting the Standard

Keith DaltonThe Play Inspection Company

BS 8409: 2009 - Code of Practice• Fully enclosed play areas that offer children attractive opportunities are generally those presenting different levels of challenge and difficulty.

• Children can explore solutions to these challenges and practise their newly acquired abilities in competently designed and managed settings, where the levels of risk have been assessed and, through supervision or design, are managed.

• Precautions need to be taken by play providers to reduce the severityof injuries if children make the wrong judgement but the possibility of harm cannot be completely removed.

• This British Standard aims to help play providers develop facilities that children find enjoyable and reduce the risk of serious or disabling injury.

Why do Play Areas need inspections?• Risk Assessment is clear legal requirement… Health & Safety at Work Act 1994 & Management of H&S at Work Regs 1999

• Systematic safety inspections are recommended as Best Practice in the accepted standard

• BS EN 1176 and HASAW Act (playground equipment)• Note: BS EN 1177 (is the test method for safer surfacing)• Insurers prefer Safety Inspection & Risk Assessment• Parents, carers & play providers want safe playgrounds • Play providers also want to avoid litigation.

Why do Play Providers need inspections?• For peace of mind

• To ensure compliance with HSE requirements for best practice

• To avoid risk of injury to children & young people

• To operate legally regarding H&S & DDA (Disability Discrimination Act)

• To have valid insurance against risk

• To avoid litigation

BECAUSE they want:A. To determine priorities for routine inspections and confirm compliance with changing standards

B. Help with preventative maintenance

C. Identify worn parts needing replacement or refurbishment to maintain required levels of safety

D. Provide a written record and/or evidence of continuous safety checks and maintenance.

E. Provide defence and/or evidence in legal cases/insurance claims

There are Benefits• Achieve good value from capital costs of equipment

• Keep down costs of preventative maintenance

• Maintenance to extend working life

• Improve safety

Why do they need RPII Inspectors?

BECAUSE: -

The H&S Act & Regulations specify ‘Competent’

The BS EN Standards specify ‘Competent’

RPII Annual Inspectors are: -

• Examined/Certificated Competent• Re-examined every three years• Independent Third Parties• Experienced Professional Inspectors

BECAUSE: -

• RPII Examinations: • Are rigorous & to BS EN Standards

•RPII Inspectors: • Are kept up-to-date & exchange info.• Are bound by RPII Code of Conduct• Hold all relevant insurances• Write comprehensive reports

• Using RPII inspectors aids consistent interpretation

• Insurers / Risk Managers prefer & may specify ‘Competent Certificated Inspectors’ and CRB Checked

Types of Inspections:Routine Visual Inspection

• Looking at the equipment’s basic condition, especially faults due to recent vandalism, breakages and also cleanliness of the playframe.

• These inspections can be carried out by the manager or his/her staff and should be recorded on a simple sheet or book.

• The equipment supplier should provide a checklist.

• Dependant on usage, these inspections should be carried out either daily or weekly as a minimum.

Operational Inspection

• Looking in more detail at the condition of the equipment, providing a quality control check on the more regular inspections and identifying wear and tear on the equipment.

• Such inspections should be carried out by an appropriately trained member of staff, or alternatively by a suitably qualified specialist and should be recorded.

• These inspections should be carried out at least on a monthly or quarterly basis.

Annual Main Inspection• To be carried out by an RPII (Register of Play Inspectors) Indoor Annual Inspector not connected with the playground operator or manager.

• Essentially looking at vandalism, wear and tear, long-term structural problems, standards compliance and design, along with risk assessment etc.

• This report essentially covers the overall safety of the playground.

• Inspection should also include an annual oversight of the internal procedures and documentation to ensure that the correct procedures are in place.

Conclusions• Invest in market research - speak to existing play operators, industry experts and reputable suppliers

• Ensure you are able to invest at the right level without undue risk

• Be different, Be unique and Be professional

• Be knowledgeable on industry standards and know your responsibilities

• Bring your site to life with a consistent engaging branding and marketing activities. Opening a play centre is just the start…

• Join the PPA !!

Question and Answer Panel:

Graham RobinsonSoft Brick

API Indoor

Kate CostinPPA Association

Manger

Tracey BancroftEzeeeplay

PPA Vice Chair

Russell GardnerFun4All

New Operator

Keith DaltonTPICRPII

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