As
seen in January/February
2002
Roller Skating Volume 2/Issue 1
A Look at Soft Playgrounds
Considerations When Adding a Soft
Playground to Your Skating Center
By Darrell Weaver
Soft playgrounds can be particularly
good for skating centers because they tap into a market segment that
stand-alone
rinks are challenged to do. Playgrounds can attract the under six
crowd. Some families that have both older and younger
children avoid visiting facilities that do not offer entertainment
to all siblings. Soft playgrounds overcome this objection.
Attracting young children does more than just improve a skating center’s
current revenue; it can have a long-term impact as well. Marketing
research is showing that there are significant benefits to getting
customers accustomed to visiting your facility at an early age. The
youngsters that are playground customers now return later as skating
customers.
A well-designed soft playground should not only
attract young children, it should significantly increase birthday
party
business. Birthday parties have become a major component of a typical
amusement center’s income and installing a first-class playground
will go a long way in boosting birthday party sales. As usual, deciding
to add a soft playground is just the beginning of your decision making
process. There are a variety of playground suppliers to choose from.
Each company offers products that are significantly differentiated
from each other, and each will try to convince you that theirs is
the one you should buy. Since most adults are not playground experts,
it only makes sense to do market research to determine which one is
the best for your customers. When choosing a soft playground, you
basically have the choice between a standard model and a custom designed
unit. Standard models typically cost less and may be the route to
go
if you have very limited space and resources and just want to offer
something for the younger children to do. If your goal is
to generate long-term profits, then you are probably better off looking
at a custom designed playground.
The first step is to contact soft playground
suppliers and have them send an information packet. You can get the
names
of the companies by doing a search for soft playgrounds by calling
trade magazines such as Roller Skating Business or on
the Internet. You can even call up the suppliers and ask them for
the names of their competitors. If they hesitate to tell you
who their competition is, that may indicate how confident they are
in their own product. If you go this route, be sure to call
several so that you are getting a complete list. Your best source
of reliable information about these companies
is other skating center owners that have already installed a soft
playground. Contact owners and ask them
about their experiences. Do they like their playground? Are they getting
good service from their supplier? How much
money are they making? If you don’t know many rink owners who
own soft playgrounds, ask the suppliers you contact to provide you
with a list of their installations in skating centers. I want to take
a moment at this point to encourage you to
think creatively. Soft playgrounds can be so much more than just a
toy you put in a corner. Soft playgrounds are almost
unlimited in the ways they can be configured. They can span over game
areas or entry ways. They can utilize otherwise nonproductive space
above party rooms or offices. Some can even provide entertainment
for your seated guests; there are very few limitations. After talking
to current owners, you should have an idea of which companies you
want to have provide you with a proposal. If your project is going
to be new construction, or if you have accurate detailed drawings
of your facility, then your playground supplier can work off of your
construction drawings. You will need to tell them the areas available
for the playground, what your budget is, and any special concerns
such as wanting a controlled entry point close to one of your workstations,
or whether you want a toddler area. If the playground is for an existing
rink and you don’t have highly accurate drawings, it is advisable
that you ask the suppliers you are considering to meet with you at
your facility. This is your opportunity to “pick their brains.”
Take a few moments to outline your vision of what you would like to
create, and to explain what you are trying to achieve. Give the supplier
as many alternatives as possible so that they have the latitude they
need to get creative. Try not to be too focused on your own ideas,
but be receptive to alternatives that you might possibly like better.
Do, however, know what you want to achieve, and be sure to communicate
those points. Once you have proposals from the suppliers of your choice,
it is time to do field research. Many operators feel
that they are too busy to actually take time visiting various installations.
If you have spoken to several owners and
have a high level of confidence in the advice you have been given,
then you might be able to select a supplier
without visiting installations. I personally suggest getting the opinions
of “real” experts. Take a group of children of
various ages to the playgrounds of the suppliers you’re considering.
You shouldn’t have too much trouble finding a group of “product
testers” willing to volunteer their time. Children are honest
and opinionated. They will be very quick to tell you which playground
they would prefer to return to. By now you have your proposals and
sticker shock may be setting in. Soft playgrounds are expensive. How
can you possibly justify spending $70,000, $100,000 or more on a playground?
The answer is this: The right
choice can return many times your actual investment while increasing
food, redemption and other profit centers’ revenue as well.
The only decision that is truly expensive is picking the wrong playground.
Some playgrounds clearly do not generate much revenue, others clearly
do.
To produce as much revenue as possible, your playground will need
to be promoted just like your skating
center or any other major attraction. People in your community need
to know that you have added a playground
so they know where to book their parties and that they can also now
bring their younger children to your rink.
The supplier you ultimately choose will, in affect, be one of your
partners in business for many years to come. It is
important that you choose a supplier that you are comfortable with
and one that will be responsive to your ongoing needs.
Do your homework; you’ll be glad you did.
Darrell Weaver is the president of PlaySmart, Inc. Sedalia, Mo. The
company has been in
business for 10 years.