LIW 2012- Researching the Indoor Play Market (PAR Seminar)
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Transcript of LIW 2012- Researching the Indoor Play Market (PAR Seminar)
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Researching the MarketIs there an opportunity??
Kate CostinPPA Association Manager
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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 must now be 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!?
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What does the UK market look like?• Highly fragmented supply structure (800~ 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
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Stockport is the new Warrington!!!!• The Indoor Play Mushroom effect
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AND the realities are…
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Many sites closing or changing hands …
UK’s largest multi-siteoperator into liquidation
September 2011 “CASH FLOW IS KING”
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The economy hitting hard
Headline Figures 2012 2009 2008 2007
Admissions 44% 43% 41% 39%
Parties 23% 20% 24% 26%
Food and Beverage 33% 38% 35% 34%
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Industry Benchmarks
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Admissions, Parties, F+B
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Increased Competition
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Any cause for optimism ??• THE PPA!!! Joining can really make the difference to your potential business,
pushing the industry forward! • Learning from other peoples mistakes, and in some cases buying failed sites or
businesses. In a recession mediocrity will not exist…only the best will survive.• The PPA is working hard to develop an awareness of the benefits of play centres
– opportunities around the Physical Activity agenda• The popularity of the stay-cation• Safety of the Leisure £ when it comes to children
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Great new sites opening
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A typical site...
Headline Figure 2012 Data
Average size of site 9,936 sq ft
Average total annual visitors 85,984
Average total annual turnover £432,929
The UK Indoor Play MarketReport 2012 will be published by the PPA soon
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Latest Industry Trends• Visitor Numbers Dropping• 10% child visitors between 2009 and 2012• Leisure is the best location for Total number of visitors• Wales and the West Midlands are the regions with the fewest visitor numbers • A typical smaller site of 6,000 sq ft = £69,595 visitors pa at 11.6 visitors per sq ft• A typical larger site of 13,500 sq ft = £102,373 visitors pa at 7.6 visitors per sq ft• Over 50% of costs are staff (average of £120,000+ pa
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“DIFFERENT IS GOOD”
• What is your product, make sure it is unique and DONT JUST BE ANOTHER PLAY CENTRE• Create a visitor experience with extended dwell times• Business Model – what’s yours? Stick to it across all elements of your business• Branding – Keep it consistent• Food and Beverage, Party, Secondary Spend: Give customers the opportunity to spend money with you• Customer Service – Your best form of marketing and a way to get loyal customers