Presentation from the New Operators seminar programme which took place on Tuesday 19th June - run under the umbrella of PAR (the PPA, API and RPII)

1. Practical Advice to …
Setting Up An Indoor Play Centre
PAR New Start Up’s Seminar
19th June 2012

2. Welcome and Introductions
Graham Robinson
API Indoor Section Chair

3. API, PPA, RPII – A New Partnership
• Play Providers Association (PPA)
• Association of Play Industries (API)
• Register of Play Inspectors International (RPII)

4. 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

5. Seminar Outline:
3. Introductions (Graham Robinson) - 10am
4. Researching the Market: (Kate Costin) – 10-10 am
5. Choosing a manufacturer -(Graham Robinson) 10-40am
6. Location, Planning and Finance Q+A (Russell Gardner)– 11-00am
7. Case Study – Giving Birth to a play centre (Tracey Bancroft) – 11-30
Networking Lunch at 12-00
11. Creating your brand and marketing your site (Kate Costin and Graham
Robinson) – 12-30
12. Ongoing considerations of operating a Play Centre (Tracey Bancroft and
Russell Gardner) – 1-00
13. Industry Standards and Best Practice (Keith Dalton) – 1-20
14. PANEL - Question and Answer Session -1:40 pm

6. Researching the Market
Is there an opportunity??
Kate Costin

7. 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

8. 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!?

9. BUT the realities are…

10. Many sites closing or changing hands …
UK’s largest multi-site
operator into liquidation
September 2011
“CASH FLOW IS KING”

11. The economy hitting spend per head

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

13. 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. “

14. Still some great new sites opening

15. Industry Trends

16. 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

17. Industry Benchmarks ?
• 33% Benchmark
• Admissions and F+B up
• Parties down
• 2011/12 Spend per Head
reduced

18. 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

19. Choosing a Manufacturer

20. 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

21. 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

22. 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.

23. 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

24. 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?

25. • 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

26. Location, Location, Location
and Planning
Russell Gardner
Fun4All

27. Where are play centres located?
20
15
10
5
Frequency
0
Retail/ Industrial Town Other
Leisure Centre
Type of Location

28. What size of site’s are currently trading?
35
30
25
20
15
10
Percenta ge 5
0
0-7,500 7,500-10,00 10,000- 12,500- 15,000- 20,000+
12,500 15,000 20,000
Si ze

29. Industrial Estate Retail/ Leisure
Churches!!
Town Centre Shopping Centre

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

31. 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!!

32. 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

33. Invest in Good Design
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.

34. 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?

35. 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

36. Giving Birth to a
Play Centre
Tracey Bancroft
Ezeeeplay

37. Perception
All the Answers – No!!!
Framework – Yes
Considerations - Yes
Differences – Yes
Move Forward – Yes
Self Evaluation - Yes

38. Framework- Building and Planning
Chaos Adventure - Lytham

39. Resources
Framework – People
• Identify Requirements
• Source
• Numbers
•Security
•Resources
• Training – Documentation

40. 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

41. Policies & Procedures
Framework – Policies, Procedures, Legislation
• Research, educate yourself
• Know Your Market – research
• Reassess – operational processes
• Legislation changes

42. New Family Member
Child Development FEC Translation
0-3 months I can do this play centre thing and do it
Welcome to the world better! How hard can it be?
1st Trimester Oh **** what’s next... Avoiding the
The start of something big PITFALLS
3-6 months Its opening day- here comes the
Great expectations payback
2nd Trimester Where did all these people come from,
Your baby’s latest growth spurt thats the 15th party today!!
6-12 months Customer feedback, staff changes,
Encouraging your baby’s development process change, Business established,
Making steps towards toddlerhood Formula nearly right
3rd Trimester Things getting easier, staff know what
Time to grow to do, perhaps we should open another

43. 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

44. PITFALLS
P - Planning permission, building, tradesman
I - Independent Inspections: Fire, Environmental Health, ROSPA
T - Training and recruitment
F - Finance, security, cash, credit cards
A - Advertising, market research, assess customer needs
L - Location, Location, Location – understand it, project growth ,future planning
L - Landlords – love or loathe can’t get far without them
S – Success????? Good Luck!!!!

45. Networking Lunch
12-00 until 12-30

46. PPA Supplier Member’s

47. Marketing and Creating
your Brand
Kate Costin and Graham Robinson

48. 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

49. Key Challenges of Brand Management
Brand Map
You and your competitors
Not just play centres!

50. Great Brands in Indoor Play
Belper, Derbyshire Putney, Wimbledon, Newbury Edinburgh
www.chucklebutties.co.uk www.eddie-catz.com www.timetwisters.co.uk

51. 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…

52. 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

53. Social Media
• 2,013 Facebook Fans
• 1,757 Twitter Followers

54. Operating your Centre
Tracey Bancroft and
Russell Gardner

55. Play Centre Usage Factors
Setting up your play centre is the easy bit!! Continuing the journey…
• THE WEATHER!!!
• Competition … All forms
Market Saturation
• Repeat Business …
Customer Service
• Marketing your centre
• The economy
• Time of Year …
Peak – Off Peak and Holidays

56. 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

57. 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 !!

59. 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

60. 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 adding
something new
When to Reinvest??
How often to Reinvest??
Doesn’t need to be expensive!!

61. Indoor Play
Setting the Standard
Keith Dalton
The Play Inspection Company

62. 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 severity
of 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.

63. 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.

64. 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

65. BECAUSE they want:
• 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

66. 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?

67. 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

68. 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

69. 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.

70. 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.

71. 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.

72. 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 !!

73. Question and Answer Panel:
Kate Costin Russell Gardner
PPA Association Fun4All
Manger New Operator
Tracey Bancroft Graham Robinson Keith Dalton
Ezeeeplay Soft Brick TPIC
PPA Vice Chair API Indoor RPII

74. About the PPA
• Background
• Code of Practice and Standards
• Cost Saving Benefits
• Campaigns
• Networking Events
• How to join …

75. The PPA - Pushing the Industry forward!

76. The PPA- Associate Membership
Cost Saving Benefits
JOIN TODAY ONLY FOR £50 +VAT FOR THE REST OF 2012
Network Support
Industry News and Events
How to join … and upgrading