setting up a soft play centre/indoor play

bluezebra

Free Member
May 25, 2005
45
1
wales
I'm looking for a complete change of direction and a friend and I are considering setting up an indoor play centre that offers birthday parties, etc. We've seen loads of different ones -many models which we like, but wonder what is the best way to assess what the demand would be. There are two small soft-play cos. close to us. They are both very small and very limited in what they offer, and neither offer good party facilities. Can anyone give me any advice please. Thanks.
 
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Hi!

We have quite a good one near us in plymouth. I'll tell you why I like it so maybe that will help.

They have a seperate area for under 3's which is all soft play - they also have a section for over 3's which is all pretty boisterous and good fun. My daughter is under 2 so I stick to the soft play area. They have a lovely 'sensory' room with lava lamps, soft cushions, mirrors, twinkly stars on the ceiling etc. It really calming and the little ones love it. If you have a toddler plus a little baby then this area is perfect where as a lot of these centres wouldn't offer anything for little babies.

They have a great restaurant which offers wholesome, sometimes homemade meals which are healthy and nutritious - this is the biggest bonus I think. Such a nice change from burgers and chips.

They charge £5 per child and I think adults are £1.50 each.

On not such a good point, we had some friends who owned one of these play centres and they just couldn't make any money from it (sorry this won't be what you want to hear). They needed an awful lot of staff to run everything and it just wasn't what they had hoped for.

I suppose you could try something small scale - maybe just for up to 4 year olds - that way you could keep your overheads and staff costs down but would you get enough customers through the door then?

Hope this helps a little anyway...

I notice we're competitors by the way! I'm still in my first week with Green Mums....
 
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dev99

Free Member
Oct 4, 2006
168
15
Midlands
Could be a great little earner, done correctly.


don't get carried away with huge setup costs, try and find a relatively new play frame/area and you could reduce your costs by 50%.

Not all Insurance companies will insure this kind of activity.

have a look at this www.rospa.co.uk

Serving food will have different implications aswell.

Best of luck
 
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gibby

Free Member
Sep 11, 2007
1,248
121
Edinburgh
I think it could be a great business

I would travel around looking for successful ones & get what ever ideas you can

They really seem to have sprung up around us and just when we thought they couldnt get any better a fantastic one opened http://www.adventurelands.com/

I think what makes this place stand out from the others is that its really good for adults as well as the kids

its massive compared to the others, always clean & the staff are great.
The food is not the usual nuggets & chips but proper meals with proper chefs
they even do proper veggie & vegan meals & unlike the others they take care to stop cross contamination & dont use the same utensils to serve the meat & chips

for the adults there are large screen tvs, proper toilets, a bar & you can relax knowing the kids are safe. proper seats - not the cheap plastic ones you usually find
They also have a go kart track with little cars & bikes

They are a bit more expensive than the others but its always busy, seperate area for toddlers & great kids partys

If I was going to do it I would do it like this

G
 
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stub1000

Free Member
Jun 10, 2008
1
2
we are currently creating an online directory of soft play & play barn facilities. unfortunatly i can't post our URL address on this forum, so if you wish to take advantage of the offer below, then post a reply to this message.

if anyone from this forum wishes to adverise on our site, then follow the link above and we will give you a GOLD advert for free, just quote the ukbusinessforum website so that our team can sort out the free advert. hopefully this will help any of you out there with fledgling busineses!

regards

stuart.
 
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deniser

Free Member
Jun 3, 2008
8,081
1,697
London
We have two near us. One is small and rather cosy but probably suited to younger children. It is much nicer for parents because it is carpeted so the noise is dampened. I believe it is doing well.

Then a big one opened up aimed at a wider age range and went into administration after a couple of years but was then bought so guess it must be viable after you have absorbed the start up costs.

A third one has closed down altogether but I believe because the land was more valuable for development.

From a parent's perspective, please don't put one of those vertical slides in. I think it looks dangerous which is reinforced by the fact that they have a staff member permanently allocated to it which must be a huge drain on finances. I much prefer those old fashioned slides where you sit on a mat!

You will need to do your figures carefully and assess how many children are likely to use it and at what times. Most children will be at school and even pre-schoolers at nursery for about 30 weeks of the year. Your peak times are likely to be wet days in winter. The busiest times will be those when you are most likely to want to be with your own children.

I wish you good luck with this as these play centres are wonderful and can always save the day when the children are bored.
 
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We have a really popular one near us, www.twiggysplay.com my daughter has just recieved her third party invite from playgroup. They have a great big slide at the end that I just had to have a go on, the separate level upstairs is where they hold the parties and I know some local business mums use it for meetings as the kids are kept occupied while they talk shop.
 
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I suggest contacting the Play Providers Association who will advise you on all areas of setting up a play centre. Then you should visit Attractions Expo at LIW (22 - 24 Septrember at the NEC Birmingham) to see and meet the leading supplier and servicve providers to the UK Family Entertainment Centre sector.
 
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In my large town of 200,000 + we had four indoor centres at one point, now there is just one.

I would look hard at the staffing levels, costs issues, etc. The main reason most close seems to be poor offerings on food though, slow service, poor quality etc, so that area is worth considering very carefully.

Every kid going to one of these centres will want something to eat and drink, one good paly areas cafe was shut more often than open and only lasted two years. Obviously the parents etc will almost all want a drink as well whilst keeping an eye on their kiddies.

The staff will make or break this sort of offering, a local play area had a kid die due to not enough supervision, it became the safest afterwards but never lost the bad image and also closed within a year or two.
 
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domainguy

Free Member
Nov 10, 2008
174
24
I have 3 of them all within a mile or 2 of where I live and all seem to do a fair trade. We have just had a party at 1 for my daughters birthday and it cost about £300 for 15 kids but was very good. She went to parties at the other 2 and they were nowhere as good but the difference was the staff. Where my daughters party was it included an entertainer and he was brilliant, really made a difference and put the other parties to shame.

They also have a bar, internet etc... and you can even hire the place for parties in the evening for adults. They must be doing well as they are about to open a new one at lakeside shopping centre.
 
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pauldsmith76

An good place to start is our website: shareandcompareplay (sorry i am not allowed to post the URL at the moment)

This is the comparison site for the play industry that provides free, independent and transparent information on every supplier to the Indoor Play market. Our users review the services they have received from all types of suppliers including; play equipment, insurance, kitchen, party bag suppliers and many more, to give accurate feedback on how these suppliers have performed.

We also provide relevant content for Play Operators through our blogs, videos and articles to help guide them when setting up and running an Indoor Play Centre. Once again this is free and includes interviews with existing operators, guides on how to write a business plan, choose a building, and secure finance and tips on items such as health and safety in play centres. All the information you need to get yourself set up will be on our site.

I look forward to seeing you on shareandcompareplay soon

Thanks
Paul
 
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Herbie

Free Member
Aug 30, 2005
98
0
Hi, we opened up one in Italy, North East. My advise is..go for it. It is a good business and if you are REALLY into it...make it your own. Best advise is for you to speak to these guys. They are the best and I mean the best in everything. www.tigerplay.co.uk
Speak to Gary Morrison and mention Herbie in Italy recommended. You will get the best advise whether or not you do it etc .
 
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TizzyDizzy

Free Member
Jun 16, 2009
10
1
Peterborough
Wuld the insurance on these places be very high?

Our soft play centres are always packed. I don't go during school holidays anymore, too hectic.

I would concentrate on good facilities for babies and pre-schoolers. If you make a fan of the parent when there are babies then it's more likely they will keep coming back year on year.

Oh and please can you serve decent tea and coffee! :)
 
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Gareth Lymer

Soft Play Equipment traditionally costs approximately £10,000 / £12,000 per 1,000 Sq/ft and the average size of the building is likely 8,000 Sq/ft.

However, the cost can vary depending on your choice of supplier, your design, the target age of the children you want to attract, whether you want theming and other 'extras'.

It is also worth considering that the 'Next Generation' of Indoor Play areas is likely to include space for 'Free Play' which enables a different kind of play experience for children; this requires only space and some items to encourage imaginative activities, this is also cheaper to provide.

Insurance for the Indoor Play Centre once opened is in the region of £8,000 per year for a 6,000 sq/ft centre. In the next few days, we (Shareandcompareplay.com) will be publishing spreadsheets of operational play centres; operating a play centre can be a profitable business if professionally.

In terms of play centres going out of business, the main reason for this is that the Founder typically used Asset Finance when they started the play centre and possibly overestimated the number of visitors. Asset Finance remains a good option but perhaps spend less on the Play Equipment when opening and then add to it as visitor numbers grow; gather as much information as possible to try and make your business plan as accurate as possible.

Finally, as a fan of good coffee, I would agree with "TizzyDizzy" and suggest that providing a great experience for Parents is very important.
This includes a good cafe with comfortable chairs and magazines etc...if you visit You Tube and search under "Soft Play" you will find an interview with the co-founder of Parents Paradise, they have been successful by catering for both parents and children.

I hope this helps.
Kind regards
Gareth
 
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We are looking at taking over an existing but closed down Soft Play center.
I have a question about insurance.
The company who provided the insurance for the previous owner (and comes highly recommended) requires that at least 1 member of staff on site has to have a child care qualification. This makes recruiting staff more difficult and means that we can't run it as a family unless 1 of us goes to college first.
Is this the norm for all insurance companies covering soft play. I thought the whole point was that we weren't responsible for the children as the parents will have to be on-site at all times.
Thanks
Richard
 
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Gareth Lymer

We are checking with a number of Insurance Providers and Play Operators within the Share & Compare Play network with regard to the Insurance; we will post the answers in the next few days.

You are correct that the majority of Soft Play centres operate with parents supervising children but you must still ensure that the Play Equipment is safe and so most operators do provide additional supervision (also be sure that there is plenty of signage re parent supervision and that you get the play area inspected by a reputable inspection company).

With regarding to buying a Soft Play centre, this has mixed success and partly depends on the performance / reputation of the site before it closed; do you know why yours closed?

In most cases, the purchaser invests significant sums in refurbishment and so perhaps it is worth speaking to an independent consultant before you take the plunge.

Also, we have today posted a real-life financial template for a Soft Play centre at Shareandcompareplay and so you may wish to benchmark your figures.

Good luck.
Gareth
Twitter / shareandcompare
 
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Gareth Lymer

We have received the first reply to your question regarding Insurance from Parents Paradise who have helped us make several videos regarding how to start and run a soft play area.

They have confirmed that it is not a requirement with all Insurance Companies to have a member of staff that is Child Care 'qualified', it might be worth asking on what grounds your prospective Insurance Company requires this.

Parents Paradise use
David Still at Towergate Insurance. Alternatively, we list other Insurance companies and we are contacting them to ask them your question.

If you want to contact Towergate Insurance then either give them a call or contact us via the website and we will share their direct contact details with you; please mention you got the name from Shareandcompareplay if you don't mind.

Hope this helps.
Kind regards
Gareth

 
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Gareth Lymer

Richard

It is my understanding that VAT does apply to Soft Play centres but it is not so well known that the room hire element of Children's Parties can actually be exempt from tax, this can make a significant difference over time.

Kind regards
Gareth
 
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cathdance

Free Member
Jul 31, 2008
31
1
Hi
I am a mum of two, 3 and 18mth. There is a small one which the age limit is 8. Great for us because i don't like going to the bigger places because they are so big.
Lots of mums and dads who are not working or like me Part time like to go out. We also have dinner there and it really wears them out.!!

Although i think that the guy running it is no so clever at times and could really develop the place but won't listen to other people.
For example-
1, he does not collect names or email addresses.
2, He does not know how much it costs him to run a party and has not costed anything.
3, He closes at 4pm. Most mums go and pick there kids up at 3pm so they cannot go straight after school.
4, He opens at 12pm on Saturdays and Sundays, parents want to do something in the morning and a treat is to have dinner there.

There are a few things but that is just my business mind working overtime!!!

I think its either a small one to start that you could possible expand ( depending on Unit size ect) Or go for the big overheads.

I hope you do well anyway.

All the best
Cath
 
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I am fascinated how soft play owners calculate VAT. There seems to be so many variances and it depends on who you speak to.
Generally I believe Vat is payable on everything including admissions, parties and food sales (some food items are vat exempt). As for the private hire of a room for a party isn't generally exempt because as soon as you provide a serice to that room eg food, then the whole lot becomes vatable. If anybody knows any difference please please advise.

As for the playcentre industry in my experience the most succesful ones are those with good locations, in large towns or cities with walk-in trade, on main bus route and provide good parking and be at least 5500 sq ft, also no competition sharing at least 130000 population(theres always going to be the exception), but I wouldn't buy or open a new one unless it met all of these points else it becomes hard work.

Many areas are now over subscribbed by playcentres so consider it carefully and generally party bookings are down due to people scared to spend due to the recession.

Also you might think its a good idea yo open but there is obsolutely nothing stopping another soft play centre opening in the building next to you, or half a mile away or 4 miles away. Consider how you would feel/cope if happened to you, and please please don;t ask manufacturers for advise as they just want to sell you a playcentre, get independant advise.
 
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Gareth Lymer

Hi Cath

I noticed with interest your comments re Soft Play and wondered if you had any ideas about what would make the perfect Indoor Play Centre for both parents and children?

We are working with several companies who wish to improve the offering and it seems to make sense with the people that use these centres on a regular basis.

Any ideas would be most appreciated?

Kind regards
Gareth
Twitter/shareandcompare

Hi
I am a mum of two, 3 and 18mth. There is a small one which the age limit is 8. Great for us because i don't like going to the bigger places because they are so big.
Lots of mums and dads who are not working or like me Part time like to go out. We also have dinner there and it really wears them out.!!

Although i think that the guy running it is no so clever at times and could really develop the place but won't listen to other people.
For example-
1, he does not collect names or email addresses.
2, He does not know how much it costs him to run a party and has not costed anything.
3, He closes at 4pm. Most mums go and pick there kids up at 3pm so they cannot go straight after school.
4, He opens at 12pm on Saturdays and Sundays, parents want to do something in the morning and a treat is to have dinner there.

There are a few things but that is just my business mind working overtime!!!

I think its either a small one to start that you could possible expand ( depending on Unit size ect) Or go for the big overheads.

I hope you do well anyway.

All the best
Cath
 
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Gareth Lymer

Hello

We have spoken to several play centres where the Room Hire element is broken down and shown separately on the receipt; in these cases the Inland Revenue have generally agreed that the Room Hire element is exempt. Some of this information is included in the videos on our website (ShareAndComparePlay.com) but we will edit it down to cover just this element in the next few weeks.

I agree to an extent that some towns now have too many Soft Play centres that have followed the same formula. However, we are now seeing the Third Generation of Play Centre operators re-invent the Business Model and offer a broader range of Products and Services (e.g summer classes, Ceramic studio, Craft clubs, Fitness areas); our research suggests these centres are performing well financially regardless of competition and the recession.

I would also agree with regard to getting independent advice before committing to any Play Equipment Suppliers. Our website is independent with reviews by customers of suppliers but we also recommend that people contact Consultants so that specific business plans are developed, these Specialists are also listed on our website.

Kind regards
Gareth

I am fascinated how soft play owners calculate VAT. There seems to be so many variances and it depends on who you speak to.
Generally I believe Vat is payable on everything including admissions, parties and food sales (some food items are vat exempt). As for the private hire of a room for a party isn't generally exempt because as soon as you provide a serice to that room eg food, then the whole lot becomes vatable. If anybody knows any difference please please advise.

As for the playcentre industry in my experience the most succesful ones are those with good locations, in large towns or cities with walk-in trade, on main bus route and provide good parking and be at least 5500 sq ft, also no competition sharing at least 130000 population(theres always going to be the exception), but I wouldn't buy or open a new one unless it met all of these points else it becomes hard work.

Many areas are now over subscribbed by playcentres so consider it carefully and generally party bookings are down due to people scared to spend due to the recession.

Also you might think its a good idea yo open but there is obsolutely nothing stopping another soft play centre opening in the building next to you, or half a mile away or 4 miles away. Consider how you would feel/cope if happened to you, and please please don;t ask manufacturers for advise as they just want to sell you a playcentre, get independant advise.
 
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D

david poole

bluezebra

congratulations in taking new steps its always an exciting time and i wish you well.

To answer your question I would do the following.

1) get in touch with scotmum who is on this forum and may be able to offer advice.

2) look for forums that relate to your topics of child play facilities and creche and ask those users what they would want.

3) go to a local school for the age group you are attracting. with a quantity type questionnaire, ask the parents for their opinion while the wait for school to finish and the children to arrive. if you have 5 local schools in the ares its reasonable to say you could get a response of 50

4) quetions to ask.

a) when woul you use it
b) why would you use it
c) what dont you like about them
d) what would be ideal for you
e) what other facilities would you like
f) if you want to leave your children whil you go shopping fo 3 hours in a saturday morning, what would you pay per child.
g) would you consider using us for a birthday party

bluezebra I may have a few more ideas that would work well for you.
Get in touch when you are ready

david
 
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zone1creative

Free Member
Mar 26, 2009
64
10
Brighton
I'm looking for a complete change of direction and a friend and I are considering setting up an indoor play centre that offers birthday parties, etc. We've seen loads of different ones -many models which we like, but wonder what is the best way to assess what the demand would be. There are two small soft-play cos. close to us. They are both very small and very limited in what they offer, and neither offer good party facilities. Can anyone give me any advice please. Thanks.

We went to my nieces birthday party at play 360. http://www.360play.uk.com/ as can say this is the best of all the soft play centres i have tried out ..... with the kids.

If you are near try it out.
 
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His Gareth
I had a look at the financial projections in the shareandcompareplay website, however I feel that there are some overheads are perhaps missing eg maintenance, Water/sewerage discharge, posible memberships, nappy/sanitary waste disposable, bin/waste collection.. PRS and PPL licenses. Staff training.

I am however fascinated about your comments regarding VAT, a couple of years ago I and several other operators actually took the revenue to task over this precise issue and we lost our case at the highest level, it cost thousands. If you could provide me with details of operators who are able to claim the element of private hire for a room for a party then perhaps I could again try to take the issue up with the revenuei because despite loosing the case I still believe the revenue's ruling was wrong.
 
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Gareth Lymer

Hi Funsters

Thank you for your feedback regarding the financial projections on Shareandcompareplay. These projections are based on feedback from several Indoor Play areas and so we are checking with them and will make amendments if the average feedback suggests additional costs should be included.

Also, it should be noted that these figures are intended for guidance only and that (prospective) Indoor Play operators should conduct their own research, formulate their own business plan using this template and base decisions on their findings.

With regard to the VAT. We are working with several play operators on the question of VAT and I will ask them before sharing their details. However, this information is covered in the video entitled "Episode two - How to start an indoor soft play centre (Business Planning)" on the Play TV Page of Shareandcompareplay.com

I hope this helps for now.

Kind regards
Gareth

His Gareth
I had a look at the financial projections in the shareandcompareplay website, however I feel that there are some overheads are perhaps missing eg maintenance, Water/sewerage discharge, posible memberships, nappy/sanitary waste disposable, bin/waste collection.. PRS and PPL licenses. Staff training.

I am however fascinated about your comments regarding VAT, a couple of years ago I and several other operators actually took the revenue to task over this precise issue and we lost our case at the highest level, it cost thousands. If you could provide me with details of operators who are able to claim the element of private hire for a room for a party then perhaps I could again try to take the issue up with the revenuei because despite loosing the case I still believe the revenue's ruling was wrong.
 
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Gareth Lymer

Hello again Funsters

Thanks again for your feedback re the Financial Projections available on Shareandcompareplay.com

We have checked with a few play operators and the consensus seems to be that we should not include additional figures in the indicative financial template because some of the figures you mentioned can vary significantly and not all sites choose to operate a membership system, utilise PRS and PPL licenses (because they don't play music) or incur some of the overheads you mentioned.

However, as we aim to provide the most comprehensive information resource for play operators, we are looking to add additional information regarding these costs so that prospective play operators will conduct their own research and prepare the most comprehensive business plans possible.

If you have any further thoughts or wish to contribute to Shareandcompareplay in any way, please let us know.

Kind regards
Gareth





His Gareth
I had a look at the financial projections in the shareandcompareplay website, however I feel that there are some overheads are perhaps missing eg maintenance, Water/sewerage discharge, posible memberships, nappy/sanitary waste disposable, bin/waste collection.. PRS and PPL licenses. Staff training.

I am however fascinated about your comments regarding VAT, a couple of years ago I and several other operators actually took the revenue to task over this precise issue and we lost our case at the highest level, it cost thousands. If you could provide me with details of operators who are able to claim the element of private hire for a room for a party then perhaps I could again try to take the issue up with the revenuei because despite loosing the case I still believe the revenue's ruling was wrong.
 
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LighthouseDM

Free Member
Jul 7, 2009
36
4
Norfolk
Flights of Fantasy specialise in themed play, traditional play equipment and playhouses that can be converted to indoor soft play. They offer a completely bespoke service and the products are extremely unique and robust. I know they have worked for the organisations such as the RSPB, the National Trust and the Harley Street Clinic.

Visit their website www.flightsoffantasy.co.uk

Hope they can help

Regards

Andy
 
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Gareth Lymer

Hello Barry

My colleague, Paul Smith, has unique experience in helping Entrepreneurs to establish several Soft Play areas in Ireland over the last few years and he fully understands the potential revenue and costs associated with that particular market.

Although he also works in the UK, Paul lives in Kilkenny and would be able to offer free and independent advice regarding your business plan for a Soft Play Centre and Go-Karts.

You can contact him via our website at Shareandcompareplay.com where you will also find reviews of Soft Play Equipment suppliers, Bumper Car Suppliers (under the Coin-op Amusement Suppliers) and 'real-world' Financial Templates from Soft Play centres.

I hope this helps.

Kind regards
Gareth


Hi All
I am also thinking of setting up a play centre in Ireland, has anybody an idea on how much they are to set up, i know it all depends on what size but i was thinking of a farliy lagre area with a Bumper car section in the middle.
 
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Gareth Lymer

Hi Andy

I have been looking at the Flights of Fantasy website and like some of the play areas that seem to offer something a little different and encourage creative play and exploration.

Do you have any examples of where the equipment has been used in an Indoor / Soft Play environment?

We operate a website called Shareandcompareplay.com that lists all suppliers to the Indoor Play Industry for free and we would like to include Flights of Fantasy if you serve this market at the moment.

Thanks
Gareth
 
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MISI_UK

Free Member
Jan 29, 2009
209
6
I cant really offer advice. Although I have been to a few soft play centers with my children and have a couple of things that annoy me about them that you might find useful ;)

1. Hygiene, its not sufficient to run a henry hoover around once a day to cost cut. The children might not mind but parents notice!

2. Make sure that its confined so children cant run out the building.

3. Nice pleasant seating for the parents! not horrid plastic benches in bright colours that arnt cleaned properly' YUK! The children are off playing so I think seating areas should be more of a parent relaxation area.

Sorry to go in depth, there just some things that annoy my friends and I at our local play center. So much so that we no longer go.

Would be great to find a nice clean one but I have just to find one! (The cleaner told us that children 'have little accidents' on the mesh bridge and that its a job to clean!!! which is what really put us off! )
 
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sounds like a good business, there is a few near us and they are always packed out on a weekend, usually attached to pubs.

If you go ahead with the plan, give me a shout, we go in play areas at xmas and easter to do childrens portriats, earns you a bit of extra money too.
 
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sounds like a good business, there is a few near us and they are always packed out on a weekend, usually attached to pubs.

If you go ahead with the plan, give me a shout, we go in play areas at xmas and easter to do childrens portriats, earns you a bit of extra money too.

I like that idea, as an idea how much do you charge for the portrait and how much does the center get?

We are looking at adding as many value added extras as we can.

Would welcome any other idea's to increase turnover and profit
 
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