Beware: The Pitfalls of Prescribing Play for Fitness

In 1999, I Co-founded a Children’s Fitness Company called Kidco Fitness (now Shokk http://www.shokk.co.uk/, I am no longer involved in the Company or have any shareholding) with the aim of getting Children Active to counteract the impact of “Childhood Obesity”.

Kidco was one of the first organisations to install Children’s Fitness Equipment in the UK and consequently it caused much discussion about the use of such equipment and the issue of “Childhood Obesity” which was just beginning to be identified as a concern.

(As an aside, I am increasingly concerned at the labels that we as a society attach to generalise difficulties experienced by Children; surely, “Childhood Obesity” must be one of the worst labels because of what it causes in the School Play Ground. I use it in this Blog as it is a recognisable response to recent Press coverage).

In the twelve years that I have been involved in the Indoor Play Industry / Children’s Fitness Market, I have watched with concern at the rise of “Childhood Obesity” http://www.telegraph.co.uk/health/healthnews/6073239/Record-numbers-in-hospital-for-obesity.html and often given thought and research resource to try and establish what role Play could play in helping to find a natural alternative or complementary solution to taking Children to the Gym.

More recently, I have watched with curiosity as the PPA have said that “Fitness Prescriptions should include Play” and that "playing...should be an essential part of the activity programmes prescribed to child patients" http://www.playproviders.org.uk/module/news/display/newsdisplay.aspx?news=86 in an effort to persuade the Government to subsidise entry to Indoor Play Centres.

Whilst in general terms I support funded access to all Play Facilities (the majority of Play Centres are not members of the PPA and in most cases still offer an equally good service), I believe there are many commercial models that support this objective and we have talked for years about the possibilities of Indoor Play Centres being Free at certain times, we now have evidence that this is commercially viable.

However, my specific concern with the promotion of this policy is that by “Prescribing Play,” we remove the natural inclination and need of Children to engage in “Free Play” http://shareandcompareplay.blogspot.com/2009/06/free-play-for-indoor-play-inspired-by.html that is so important to their overall Wellbeing. In the longer term, this may mean that we potentially replace one problem relating to Physical Health with an even more damaging one relating to issues of Low Self-Esteem, Anxiety and other Mental Health issues.

An article that I often quote because of the Scientific exploration of Children’s Play, http://www.scientificamerican.com/article.cfm?id=the-serious-need-for-play seems to highlight this concern regarding the impact of lack of “Free Play”:

“Data suggests that a lack of opportunities for unstructured, imaginative play can keep children from growing into happy, well-adjusted adults. “Free play,”…is critical for becoming socially adept, coping with stress and building cognitive skills such as problem solving.

“A play-deprived childhood disrupts normal social, emotional and cognitive development in humans and animals…limiting free play in kids may result in a generation of anxious, unhappy and socially maladjusted adults. The consequence of a life that is seriously play-deprived is serious stuff…”

Furthermore, if play operators wish to be “prescribed” as a solution to “childhood obesity”, are we ready as an industry to sacrifice being known as a leisure activity (I like to think of Play as “activity without purpose”) and would it be correct for Government or Doctors to prescribe Indoor Play Centres as a solution when the majority are Leisure Attractions and therefore sell chips, crisps, chocolate and other 'non healthy' foods which themselves are a significant cause of Obesity?

It is fair to say that no one person or organisation knows the answers to these and many other complex questions; therefore, all we can do is work together to explore all opportunities in an effort to find the best possible way to help Children live the “Childhood of their Dreams” that will serve them well as Adults.

ShareAndComparePlay.com http://www.shareandcompareplay.com continues to live with the purpose of providing an effective platform for Children to live their Dreams, our forthcoming competition is one example of the contribution we are making; we are happy to partner and support with any Individual or Organisation that shares a similar purpose.

May I suggest we open the conversation with a holistic and child centred approach to the design of play experiences?

In terms of a starting point, can I suggest we move from talking about “Childhood Obesity” to focusing on “Children Wellness” (i.e. Design for Physical, Cognitive, Emotional, Social and even Sense focussed Play Experiences), from the “Prescription of Play” to greater provision of facilities and activities that enable “Free Play”; perhaps then we will create a commercially viable industry whether or not it benefits from Government Funding.

If the result of such an approach is that some Children’s Leisure / Play Facilities are designed specifically with a focus on Children Wellness as part of a diverse offering then I would see that as revolutionary; however, this would mean significant rather than cosmetic change although I imagine the results would be more than worthwhile for all concerned.

ShareAndComparePlay.com is the Indoor Play Supplier Comparison Website that Saves Play Operators £10,000s. The only source of independent reviews on every Supplier to the Play Industry, ShareAndComparePlay.com works to revolutionise the Play Experience for Children and to enable Businesses to profitably understand and meet the future needs of Families.

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FREE...What does it mean for Soft Play?

FREE (full book) by Chris Anderson




http://www.shareandcompareplay.com/ started as an experiment to test the theories first outlined in this article http://tinyurl.com/556yld in March 2008.

The hypothesis was simple. Publish all we knew for FREE about the Indoor Play industry, explore opportunities as they emerge, monitor / apply feedback and see what happens.

FREE is a new, more open way of business that reflects a change of thinking as much as a new economic model. I can empathise with the fears that people / organisations have with regard to sharing information from which they have previously earned their living; however, I believe that by clinging to the status quo bigger opportunities are missed.

At Business School, you are taught to think strategically and plan long-term and this approach likely still has it uses. However, in the last eighteen months our business approach has had to become more adaptable, constantly in Beta http://tinyurl.com/6m5nlj; this experience is no bad thing in these times when the Macroeconomic landscape is changing as it is.

The results have been exhilarating and sometimes challenging whilst leading to untold opportunities and interesting results:

• Shareandcompareplay.com now lists over 80 suppliers of all descriptions for FREE (including the smaller companies that previously could not be found)
  
• Users (rather than us) review and rank all suppliers to help Play Operators choose the right supplier for them
  
• Information that was either tied to a play supplier or you had to pay for, is now available for FREE in a variety of formats
  
• We are connecting people in the Soft Play industry, sharing information so that we can together create the best possible play experience
• A sister company is soon to do the same for the Wedding industry http://www.shareandcompareweddings.com
  

In the last few days, the Book from which the article was taken (you can read it for FREE above or buy it here http://tinyurl.com/lbuune) has been released and a lively discussion has started at the Blog of the Author http://tinyurl.com/l387zt .

We will continue to share our experience from this experiment but the questions for play operators and businesses now include:

• What impact would it have on your business if a competitor started to offer some of your core products and services for FREE?
• Does your business model allow for flexibility and constant change?
  
• Is your organisation open to new opportunities and new methods of serving your customers?

If this answer is NO to any of these questions then perhaps it is time to re-consider your strategy; you just never know where it may lead.

Shareandcompareplay.com is the Indoor Soft Play Comparison website.

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Social Media Marketing & play...

How indoor play centres can use the Internet as a Marketing tool...

View more OpenOffice presentations from Shareandcompareplay.com .

An extremely busy but enjoyable week began with presentations to the Regional Meeting of the Play Providers Association http://www.playproviders.org.uk/ on the subject of Internet / Social Marketing.

It was an enjoyable and valuable experience with the majority of play operators being interested in how they can revolutionise their business by developing a Social Media strategy. In the spirit of the message we were spreading, we have shared a summary of the slides at Slideshare http://tinyurl.com/nd6lpa

We only had time to present a brief overview of the possibilities that are available to soft play centres but we hope that we prompted thought and action; please let us know your thoughts so that we can continue the discussion.

Shareandcompareplay.com is the Indoor Soft Play Comparison website.
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Swine Flu outbreak & Soft Play centres...take these precautions

In recent weeks, we have received numerous messages asking if Soft Play centres are safe to attend whilst other parents have simply stated;

"the family will avoid indoor play areas while there is an official public health emergency for the swine flu"

The implications for any small business are significant but in the case of an outbreak, soft play centres are particularly vulnerable because of a parents natural desire to protect their children and the potential for the disease to spread in enclosed environments.

During a recent Workshop, we took the opportunity to interview a supplier with experience of working with the NHS and Schools to protect against Swine Flu and other diseases.

The video and supporting documentation suggests taking these simple precautions:

- Provide wipes capable of killing Swine Flu (and other bugs) at reception for use when entering and leaving the play centre
- Provide tissues throughout the play centre
- Provide bins (preferably with lids) throughout the play centre for disposal of tissues
- Provide wipes and/or foam so that parents and children can clean their hands
- Clean with non-toxic disinfectant in high-contact areas on the soft play equipment
- Reassure parents of the steps you are taking to protect their children by providing signage throughout the play area

Although nobody knows the impact of an outbreak of swine flu, following these steps might help protect your soft play area or reassure parents that are staying away, "just in case".

Thank you to Mike Phillis of Whitewater Environment Protection and Harry Stephens of PlaySpace Bristol for their help in recording this video / providing this information.

Shareandcompareplay.com is the Indoor Soft Play Comparison website.
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Soft Play suppliers and embracing transparency

Over the coming weeks, more and more suppliers will be appearing on www.shareandcompareplay.com to provide our users, with useful, transparent and relevant information to help them make better informed decisions in the world of Indoor Play.

Part of my job is too try and ensure that these suppliers utilise all the services on the site to help improve the services they can offer and to educate our users, but also to encourage them to look at their overall business to try and get them to embrace the notion of transparency and giving information away for free

I recently received this newsletter from VEQTOR, a supplier currently appearing on our website. I decided to share it with you to show how certain suppliers do understand the value of keeping in touch with their customers, are open to constructive feedback and are prepared to share information for free.

This particular newsletter was sent to around 5000 prospective or existing customers and as you will see, it guides the reader through to www.shareandcompareplay.com where they can review this particular supplier and find information on VEQTOR's competitors.

This is just one of a number of recent examples I have seen, where some suppliers to the Soft Play market are opening themselves up in the knowledge that it will help to improve their products and services, and in the long run, the industry as a whole. Here's hoping the message will eventually get through to the majority!


Tue, 28-Apr-2009

Dear Sara,
Happy No Pants Day! No, we’re not making it up. People really do mark this day, across the globe, in a bid to flaunt societal convention - or just as an excuse to go pantless!

http://en.wikipedia.org/wiki/No_Pants_Day

So, if you’re feeling a little adventurous, take a look at one of the most innovative and forward-thinking companies supplying today’s leisure industry.

VEQTOR’s latest range of projectile launchers and air cannons could be just the thing to promote your leisure attraction in the holiday season that fast follows this May Day.

http://www.veqtor.co.uk/1362/59541/p18/Air_Cannons_and_Targets.html

Note: Sale of Air Cannons restricted in USA and Canada to comply with patents which apply in those countries. Please contact us to discuss what we can do for you in these locations.

If Air Cannons aren’t your thing, take a look at our other shooting gallery options to raise your attendance and your income

http://www.veqtor.co.uk/1362/59541/p173/FRIZBUZZ_Shooting_Gallery.html

Just email us or call +44 1428 685660 (USA Tollfree: 1-888-801-4429) and talk with one of the team.

For more information about the Play industry take a look at this recently-launched website where you can read about VEQTOR as well as other companies’ Play offerings

http://www.shareandcompareplay.com/dotnetnuke/Compare/PlayEquipmentSuppliers.aspx

Note: If you do wish to partake in No Pants Day celebrations, please take care not to scare children and dogs. Kilts are acceptable.

If you do not see this until after the Holiday Weekend, you can still celebrate! Monday is officially Star Wars day - May the fourth (be with you).

Cordially and with great respect,

VEQTOR Sales Team

The play inspector calls.....part 7

I’ve certainly spread myself around the UK since my last blog! Two jobs in Scotland followed by yet another early morning flight across the Irish Sea and finally a trip down the motorway to Essex. Fortunately I have a number of days in between each job both to stay on top of report writing and to catch up on some much needed relaxation. How do I relax? Well a wonderful wife helps and then there is jazz! Being the Chairman of Stafford Jazz Society I organise around 35 live concerts a year as well as acting as MC. This music ought to be available on the NHS it’s certainly got me through some difficult times!

Friday: To Scotland and to a very large new Play Centre. I decide to let the train take the strain for this one. Glasgow bound I settle down to a Sudoku puzzle – well it keeps the brain active! Glasgow Central then to Glasgow Queen Street, a brisk walk between the two and I am soon on my way to Falkirk. Quite the largest toddler play frame that I have seen for a very long time and the junior frame is huge too with a large Go-Kart circuit adjacent. I do admire operators who take on a business of this size. It demands both vision and a degree of bravery especially in these very uncertain financial times. They deserve to succeed.

Monday: Off up the M6 to Border country just beyond Carlisle. I enjoy this journey north once the green rolling hills and mountains of the Lake District surround me. Then there is my favourite Motorway Service Station at Tebay to savour. A Cumberland sausage? Why not! Destination - an attractive new site in a small border town and a Play Centre with a very agricultural theme to it. A good mix of traditional soft play features and others presenting more adventurous challenges, including a climbing wall! These have been installed in a growing number of play centres in more recent years but I have had little feedback on how popular they are.

Wednesday: Another 4 o’clock rise for the early morning flight to Northern Ireland. This time it’s Manchester to Belfast International and then a hire car to Carrickfergus. I really like driving in Ireland. The countryside is delightful and the roads are generally much more relaxed than over here. Hardly ever see a speed camera not that I am a fast driver. This job is at a newly refurbished Leisure Centre. I’ve had quite a number of these recently, must be some money to spend in local government. Quite a large three-tiered play frame and part of it designated for disco dancing! That’s a first!

Friday: A long car drive to Essex. Veronica joins me. It’s good to have her company in the car. An interesting annual inspection - the original owner was Italian and there is green, white and red prominent everywhere. The three-lane slide closely resembles a long flowing Italian flag and you will by now have guessed the colours of the balls in the ball-pool. Pizzas and garlic bread are on sale. How to have a wide circle of friends! Catch up with me next week.

Nick Balmforth is an inspector of Soft Play areas and is renowned for his expertise and knowledge of creating and operating safe Indoor Play areas. This blog is an excerpt of his diary which he shares with the Shareandcompareplay.com community in the hope that regular communication and insight will benefit the industry and raise standards.

Soft Play Centres: Controlling your Costs

Video of Richard Tyler, Enterprise Editor of the Daily Telegraph titled "Reducing Costs during a Recession"

In the second part of my series looking at some basic principles to help Soft Play Centre’s prosper in these tough times, let’s consider the costs associated with the business and some simple guidelines to help keep control of them http://tinyurl.com/qtdu68.

If your costs are not under control, you will spend your days treading water as an Indoor Play Centre operator. The more revenue you generate, the greater your costs, keeping your profit margins at the same level and hence becoming very busy but seeing little rewards for that extra effort.

Principle No 2: Control your Costs

1. Keep large costs in-line with your turnover – When considering the major costs associated with your Soft Play Area; rent, staff costs, loan repayments etc, it is imperative to apportion each of these as a percentage of the turnover you generate. An Indoor Play Centre in Blackburn have a strict policy of never allowing staff costs to escalate above 20% of turnover. This means some tough decisions have to be made during slow periods, but ensures the right profit margins are achieved every month and the business can prosper. Flexible employment contracts are advisable to give you the opportunity to tailor staff rotas to your needs http://tinyurl.com/rxx3e4.

2. Consider every cost, no matter how small – Don’t assume that small costs aren’t that important when running a Soft Play Centre. This is the attitude I adopted when opening my Indoor Play Centre, particularly in respect of my party food. We initially worked with the local McDonalds restaurant to supply our party food. After operating for about a year, it became apparent that, not only were the kids leaving most of the food, I was wasting 75p on every meal served. Within a month we changed our offering to food that we could prepare on site for half the price, resulting in each party generating at least an additional £10 on to my bottom line. Analyse every single cost associated with your business, no matter how small, as every saving you can make will positively impact your profit. A simple rule of thumb; for every £1 you spend, you have to earn £10 in revenue so think carefully before spending.

3. Don’t be afraid to re-negotiate – You will no doubt be tied in to long term agreements in regard to rent and loan repayments. Every Soft Play Centre has such agreements, and any saving you can make on these items, will have a significant effect on your business. In the current climate, landlords and banks may be more accommodating if you approach them to change the payment plans on such agreements (and the earlier the better). An Indoor Play Centre in Longford, Ireland, has recently re-negotiated their rent with their landlord, and in the process literally saved thousands on their annual costs.

My next blog in this series will look at marketing and how Soft Play Centre’s can target the right audience and utilize free applications on offer.

Inspiration for (Soft Play) Entrepreneurs

"Never doubt that a small group of thoughtful, committed people can change the world. Indeed, it is the only thing that ever has." Margaret Mead

Like all Entrepreneurs, people starting soft play centres have the odds stacked against them.

However, Entrepreneurs like any small group of committed people can change industries and add significant value, whatever the economic circumstance; this video is worth a few minutes of your time if you are thinking of starting a soft play centre.

Shareandcompareplay.com is the Indoor Soft Play Comparison website. You can subscribe and unsubscribe to e-mails with special offers and information releases by e-mailing us at contact@shareandcompareplay.com

“Sunlight is the best disinfectant” / “Radical Transparency” for Soft Play

If “hope is the best of things” then perhaps fear is the saddest, the most desperate and the most likely to result in actions that lead to decay.

Inevitably, fear results in attachment to the status quo rather than a willingness to embrace what is new, fresh, challenging but ultimately more rewarding; this is the same for individuals, organisations and industries.

Although we use the Internet everyday, I am not sure any of us comprehend the degree to which it changes everything. Organisations are generally woefully ill-prepared for change enabled at lightening speed, they fail to realise that decisions based on fear will result in organisations and whole industries becoming irrelevant.

“Radical transparency” http://tinyurl.com/2eu2f5 is one such reality and it is changing the way that markets operate and decisions are made; take a minute to look at http://www.yelp.com, amazon.com (http://tinyurl.com/9j87t8) and http://www.tripadvisor.co.uk; why should soft play be any different?

Staggeringly, even witnessing the continuing decline of the soft play market (study the financial statements of indoor play suppliers and it has nothing to do with the credit crunch), some organisations continue to cling to the status quo and are afraid to embrace the transparency and opportunities provided by Shareandcompareplay.com.

During our recent workshop outlining the impact of the “Social Web” on the Soft Play industry, after five minutes one of our guests (the Manager of the Soft Play centre) stated it best, “we have lost all control of what is said about us”. Once we all accept that is the case, we can begin to work on how we can adapt and benefit from the chaos.

Perhaps for people or organisations of a certain mindset, this loss of control is impossible to take and difficult to grasp; unfortunately this is the case with some suppliers of soft play equipment.

For example; in the last few months, we have invited indoor soft play suppliers and their trade body, the Association of Play Industries (http://tinyurl.com/ded7rt) to participate in our website.

In its own words, “The Association of Play Industries (API) is the lead trade body in the play sector; with over 70 members it represents the interests of manufacturers, installers, designers and distributors of both outdoor and indoor play equipment and safer surfacing.

Working together through the various steering groups and committees, members separate themselves from commercial interests for the good of the industry, customer and suppliers.”

Shareandcompareplay.com aims to take a holistic approach involving play suppliers, trade associations, soft play operators, children and families to form a collaborative play focussed community to enable growth and innovation; as such, we hoped to share a common purpose with the API and find productive ways to work together.

Unfortunately, we recently heard that some member companies of the API (we should emphasise here that this relates only to the Indoor Play division and that the Outdoor division has made progress on some important issues) encouraged the Association to boycott http://www.shareandcompareplay.com.

This seemed a little dramatic and so we contacted an API representative and it was confirmed that a few larger suppliers (we decided to withhold their names for now) had suggested the website was not a positive thing for Members and so the API decided not to participate.

Apparently, the justification for this action related to questions regarding the independence of the website and the honesty of the reviews.

If this is the case, not only is this decision based on fear and false, biased and misleading information; it would seem to directly contradict with their mission to “separate themselves from commercial interests for the good of the industry, customer and suppliers."

Unfortunately, we were never given the opportunity to prove our independence or to demonstrate the current and future steps we take to ensure that reviews are genuine.

This decision does not impact us greatly because of the range of suppliers we list and the markets we will soon be covering. However, it is disappointing and potentially damaging to the future of indoor play because the larger the number of participants in a community, the great the potential for change and innovation.

Our response is to continue to list more suppliers (new companies are forming to take advantage of our platform), to provide more information for free and to review more sectors of the play industry (more information in the next few days). In time, as with every other market, the voice of reviewers will speak loudest and they will help decide which suppliers prosper and which continue to decline.

Thankfully, the Internet not only enables me to post this blog to a significant number of readers, it also allows new networks and partnerships to be established without the need for top-down approval or the involvement of established organisations interested in preserving the status quo.

Each individual, organisation or company has a choice whether to participate with Shareandcompareplay.com, a trade body or a boycott; surely our choices should be based on what is best for our industry and its customers because then we will all benefit.

I can personally assure you that the decisions of Share & Compare Play are based on helping re-build the indoor play industry by focussing on providing the best play experience for children, to do otherwise is exactly the kind of distraction that leads to the manifestation of all our fears and the decline of a potentially great industry.

In the coming days and weeks, we will continue to outline our plans to radically change the play market and ensure that the next generation of play centres reflect the needs of today’s families and children.

Thank you to people that care enough about the future of play to get involved; an open invitation remains for any individual or organisation that wants work with us in any way to deliver a play market that reflects our collective best hopes.

Having said all of this, we are beginning to witness ‘green shoots’ of recovery http://tinyurl.com/cdlbrn; perhaps first we need a little more sunlight!

Green shoots...the recovery of Soft Play?

This article http://tinyurl.com/da48sz has led to more dialogue than any other post since the launch of http://www.shareandcompareplay.com in February 2009.

Upon first reading, it inspired and reminded us to 're-imagine' the role of Play and consider it's vast potential to change lives. With this potential comes significant responsibility for play operators and suppliers to create experiences that are challenging, rewarding, safe and enable evolutionary learning.

Unfortunately, the traditional cornerstone of Indoor Play areas (the soft play equipment) has offered little innovation in the thirty years since Rupert Oliver http://tinyurl.com/dbqtf7 designed the first Soft Play system.

However, things are beginning to change.

As the next generation of Play Operators seek to provide a more holistic play experience, they are demanding innovation and variety. As a result, new suppliers are establishing themselves and filling the gap that undoubtedly exists in this market that has been stagnant for far too long; these companies are providing the green shoots that we are beginning to see each day.

Last week, I met two inspirational figures that provide real hope for the future; people with the talent, knowledge and the commitment to re-build the Play industry. We are grateful for their support and their involvement because if this market is to fulfil it's potential, we will need the support of as many forward-thinking people as possible.

In the coming days, we will begin to share our thoughts, our manifesto and our plans to facilitate the most significant change in the way that indoor play areas are designed, built and funded for thirty years.

For now, just one final thought; are the play areas pictured the "Future of Indoor Play"?

Shareandcompareplay.com is the Indoor Soft Play Comparison website. You can subscribe and unsubscribe to e-mails with special offers and information releases by e-mailing us at contact@shareandcompareplay.com

Soft Play Centres: Getting Back to Basics

The current financial climate means that now is a good time to focus on the fundamentals of your business, this will help protect your Indoor Play Centre and prepare for better times ahead.

In the coming weeks I’ll look at several areas that I regularly tried to focus on, (not always successfully I hasten to add), when operating an Indoor Play Centre and try to provide examples of good practice that I have seen from other Soft Play Area operators.

Principle No 1: Look After Your Customers

1. Offer high standards of customer service. I tried to install in my staff the importance of a friendly smile, attention to detail and making the customer feel special on every visit. This doesn’t cost you any extra, but helps to make your customer feel appreciated. A great example of this can be seen at Parents Paradise Soft Play Centre in Watford, where the owners themselves takes a hands on approach to the business and show the staff how to provide great customer service. This has without doubt had a positive impact on the success of their business. Click on the following link to see an example of this in action.
(http://www.shareandcompareplay.com/dotnetnuke/Share/PlayTV/tabid/77/Default.aspx)

2. Provide excellent value for money. This doesn’t necessarily mean offering the cheapest service, but a service that makes the customer feel as though they have got great value from their visit. Offering special promotions during quieter periods can be a very effective way to achieve this and help to increase your revenues at the same time. An Indoor Play operator in Birmingham, ran a free entry weekday admission membership scheme for the summer holidays, and saw his overall takings increase by 30% compared to the same period the year before.

3. Acknowledge and reward your loyal customers. It is far easier to generate repeat business, rather then attract new business, and your regular customers are critical to the success of your Soft Play Area. We operated a CRM system that held a database of over 1000 customers, and used it to reward the most loyal 10% of customers, through regular text messages and emails. The results showed that this generated additional repeat visits for us, and helped to reduce the number of quiet periods each week in our Soft Play Area. There are a variety of cost effective systems available that will help you look after your loyal customers, so be sure to do your research and find the most suitable for your business.

Next week I’ll consider the costs involved in running an Indoor Play Centre, and look at some simple principles to ensure they remain at a manageable level to help your Soft Play Area achieve success.

The play inspector calls.....part 6

There are some advantages to working from home. There is also a downside! The office is always but a few steps away and both business telephone line and computer work on regardless. Finding a balance between home life and work commitments can be a stiff test. Fortunately I seem to get it right most of the time. At least that is my story but I think Veronica would concur. Hope so!

Inspection jobs started up immediately after Easter. So close in fact that the first one in Keighley needed to be combined with saying goodbye to family at Manchester Airport. Convenient geographically at least.

Wednesday: Post installation inspection. A large new extension to an existing and clearly very popular play centre. Very good to see business success leading to an expansion of a facility especially during this severe economic downturn. And a new team leader appointment seemingly working so well there. The owner seemed very pleased and certainly she appeared to me to have the right range of organisational and team management skills during our brief encounter. So very important staffing and staff management. Now that the design, manufacture and installation of these indoor play facilities has markedly improved over the last 20 years their safety more and more depends upon the operational systems in place and how well they are applied. And that comes down to staff and their management. Get that right and everything else falls into place.

Thursday: Today I’m heading for a Sure Start children’s centre in Greater Manchester. And quite the smallest multi-level indoor play frame I have ever inspected! Tucked into an alcove in a community play room it almost resembled a rather deep bookcase! Certainly it tested my own climbing capabilities. Must lose weight! Unknown supplier and an interesting use of perforated plastic panelling instead of mesh netting. Some repairs and maintenance needed and these were identified and photographed for my Report.

Monday: The first of two trips this week to Ireland. That means a very early start to get to East Midland Airport on time for the BMI Baby morning flight to Belfast International. But it doesn't stop there for the job is almost on the Donegal coast way over to the west. Breathtakingly beautiful journey along generally quiet roads and the drive through the Glenveagh National Park was stunning, a wilderness landscape so remote and so hauntingly beautiful. New play centre located in a health club that is itself located within an impressive hotel. Already in use whilst I was there and a small child found my clipboard and Biro whilst I was inspecting a horizontal roller squeeze and when I got back to it to make notes it had been totally scribbled upon! Occupational hazard - force a smile and press on!

Wednesday: An even earlier start for an even earlier flight this time by RyanAir to Dublin. And if that’s not enough there’s the morning traffic into the city! Only 45 minutes to the site I had been told! Well, two and a half hours after touch-down I was walking through the new play centre’s front door! But a great new site and a lovely client to do business with. He makes good coffee too!

Nick Balmforth is an inspector of Soft Play areas and is renowned for his expertise and knowledge of creating and operating safe Indoor Play areas. This blog is an excerpt of his diary which he shares with the Shareandcompareplay.com community in the hope that regular communication and insight will benefit the industry and raise standards.

Soft Play & Social marketing, a report...

http://www.shareandcompareplay.com has started working with Indoor Play Centres to offer Web 2.0 Workshops to their staff and suppliers to explore the significant potential that Social Marketing has to help us transform the Soft Play industry.

The first of these free workshops took place on Monday 20th April at Parents Paradise http://www.parentsparadise.eu in Watford.

We were delighted with the attendance of eight suppliers that are new to Share & Compare Play. Each of these companies serves customers in the Soft Play market but they have had few potential routes to market until we offered to list them for free as part of our mission to help play operators find and learn everything they need to be successful.

Above are a couple of pictures of the attendees (the Group photographs were not the best); Chris Field from “The Noisy Drinks Company” proudly standing next to his machine and Chris Bartup from “Funtasia Design”, one of the quality orientated indoor play service companies in the UK.

If you are an indoor play operator and would like to partner with Shareandcompareplay.com and involve your suppliers in a Free Social Marketing workshop, please drop us a line at contact@shareandcompareplay.com.

If you are a supplier and would like to attend a future Workshop, please get in touch and we will check which is the most convenient for you to attend.

Thanks again to Lyn, Wendy and Rachael from Parents Paradise; we are more impressed each time we visit the play area.

Shareandcompareplay.com is the Indoor Soft Play Comparison website. You can subscribe and unsubscribe to e-mails with special offers and information releases by e-mailing us at contact@shareandcompareplay.com

Exclusive Twitter offer for Share & Compare Play

We are presenting to a Group of industry figures in the Soft Play industry tomorrow.

This is the first of several Workshops scheduled and to celebrate we are offering an Exclusive offer on Twitter for those attending.

Visit http://tinyurl.com/46qlfx for details

Please be quick, offer ends at 10am on 20th April 2009.

Play world, we must do more...

This is an interesting and disturbing project exploring the possible influence of Video games on children.

Whatever the rights and wrongs (you can read more here http://tinyurl.com/cjexcs and here http://tinyurl.com/dyz7lp) the challenge for soft play designers and operators is to offer physical environments that are genuine alternatives to engage, excite and challenge children in a way that reflects the way in which they experience, play and learn in today's world.

Currently, I fear that as an industry we are failing in our responsibility to create a play experience that reflects the needs of today's children and we must do more to offer physical play experiences that are a genuine alternative (or complementary) to the virutal world.

More to follow in the next few days...

Shareandcompareplay.com is the Indoor Soft Play Comparison website. You can subscribe and unsubscribe to e-mails with special offers and information releases by e-mailing us at contact@shareandcompareplay.com

Something for the weekend...the world's best complaint letter!

This is a complaint letter sent to Sir Richard Branson that is considered to be one of the funniest complaint letters ever. We thought we would share this with you for the following reasons:

- It is a reminder (if one were needed) that 'feedback' can be global within minutes and can damage the most valuable of brands
- It is a case study in how companies should respond to feedback (engage personally with the customer / community; addressing customer issues is a job for the most senior in a company; be seen to take action, we understand Virgin have subsequently offered the writer a job evaluating the food offering)
- It is very amusing...

http://www.telegraph.co.uk/travel/travelnews/4344890/Virgin-the-worlds-best-passenger-complaint-letter.html

Have a great Easter Weekend.

The Share & Compare team.

The play inpector calls...part 5

The inspection pace that hotted up during March shows little sign of abating, at least pre-Easter. Since my last blog I have carried out four inspections: a new indoor facility in a huge shopping centre needing its post-installation check, followed by a large established play centre in County Durham needing its annual inspection. Then quite the smallest community play centre I have ever had to annually inspect down in Essex and today to north London for yet another annual.

There may not be as many post-installations coming through as credit tightens but the demand for annuals remains. And so it should since the value of a yearly independent check must surely make good sense to all safety-conscious operators and if it doesn’t one really has to question their business judgement. If for no other reason the insurers back it and sometimes with reduced premiums.

Another interesting detail – four facilities and four different suppliers. I like variety.

Tuesday: A job in Sheffield followed the next day by another further north-east makes an overnight stop inviting. And as my wife’s Austrian family are over for a break an opportunity for them to do a little shopping and sightseeing whilst I get myself dusty! Finding a play centre in a busy shopping centre is always a challenge. Turn left along the mall then right at the next junction and down the escalator and you can’t miss it! Sensing my doubts the Customer Services Manager comes to my rescue and suddenly there it is. Easy really! The view from the top of the escalator is really something! This must be a prime location! A few last minute installation jobs are being finished off but in I go. There is always a value in arriving on site whilst the installation team are still there. Last minute queries arise from them and safety issues found by myself can be immediately addressed. And so they are. On to York. A beautiful historical city and a pleasure to introduce for the first time to visitors from abroad.

Wednesday: Family stay on in York whilst I hit the A1 north. Target Newton Aycliffe. SatNav works perfectly and I am guided to the front door. Very big site and how good to see a large toddler’s play frame with so much choice and play value packed into it. So often there is all too little. Certainly there is adventure and challenge at this Centre with drop slides, bungee trampolines and a climbing wall all vying for the older children’s attention in addition to the more regular features. Very helpful and hospitable Assistant Manager helped to make the job a pleasure.

Saturday: Yes Saturday! I sometimes work weekends when it is necessary at it was that day. A very small and cosy play centre for the lower age range and in the heart of a more rural Essex community. Clearly much appreciated by the local clientele and it was good to be able to pass on some advice to the two hard-working and very committed sisters who run the business.

Tuesday: A job in north London and close to a tube station makes rail travel from Stafford impossible to resist. And the trains ran on time both ways! Is this a first? Last went there in 2006 and it was good to see the facility still well used and being enjoyed. As usual followed around the play frame by a multitude of enquiring children. Feel like the Pied Piper of Hamlin sometimes! How many times do I have to say “I’m carrying out a safety inspection”? A husband and wife team own the business and both have very responsible and demanding first jobs in their community, one in health care and the other in the prison service. You have to admire their energy and commitment.

Looking forward to an Easter break now. Catch up with me again after that.

Nick Balmforth is an inspector of Soft Play areas and is renowned for his expertise and knowledge of creating and operating safe Indoor Play areas. This blog is an excerpt of his diary which he shares with the Shareandcompareplay.com community in the hope that regular communication and insight will benefit the industry and raise standards.

Soft Play for adults..."The Independent"

I read with interest this article in The Independent newspaper, especially the last sentence:

"One day someone will open a soft-play centre for adults only - complete with giant ball ponds, padded trampolines and a really good bar – and they'll make a fortune."

I know that adult orientated soft play centres have been built in Europe with some success and given the increasing body of evidence of the importance of play for adults and children alike, this is perhaps an interesting opportunity for Entrepreneurs.

Irresistible lure of the playground

The Tate Modern has announced that it is to reconstruct a famous 1971 installation by the artist Robert Morris which was obliged to close after four days because it had become too hazardous for visitors.

Bodyspacemotionthings consisted of a kind of plywood adventure playground which gallery-goers could crawl through, clamber up and slide down. Unfortunately, the materials used to build it couldn't withstand the enthusiasm of those who accepted its implicit invitation to regress to childhood, but the new version will be constructed from materials designed to meet health and safety laws.

Like the gallery's giant spiral slide, I predict it will be a huge hit – not because, as the artist intended, we hunger to "become aware of our own bodies, gravity, effort, fatigue" but because there's an untapped appetite for grown-up playgrounds. One day someone will open a soft-play centre for adults only - complete with giant ball ponds, padded trampolines and a really good bar – and they'll make a fortune.

You can see the article here http://www.independent.co.uk/opinion/columnists/thomas-sutcliffe/tom-sutcliffe-why-respect-what-you-have-paid-for-1664411.html (although it is published in full above).

Shareandcompareplay.com is the Indoor Soft Play Comparison website. You can subscribe and unsubscribe to e-mails with special offers and information releases by e-mailing us at contact@shareandcompareplay.com

Science: Play is critical for Children (and Adults)

This is a fascinating article on the serious need for play that has implications for the indoor play industry and beyond. It is a dramatic (and scientifically researched) call-to-action to re-imagine the provision and role of play in society.

Anyone involved in play (from soft play equipment suppliers to play operators and parents) should digest this article time and again and immediately consider their part in supporting the creation of a free-play environment; it should immediately change the way in which every play centre is designed, built and operated.

Moreover, this should be read by every parent, by every adult (especially if they have forgotten how to play), by every indoor play operator, by every play designer, by every person who works or lives with children.

This has changed our business forever and renewed our focus on being a catalyst for change in the play industry; please share it with everyone you know.

Key concepts:

• Childhood play is crucial for social, emotional and cognitive development.
• Imaginative and rambunctious “free play,” as opposed to games or structured activities, is the most essential type.
• Kids and animals that do not play when they are young may grow into anxious, socially maladjusted adults.

Some highlights:

“Data suggest that a lack of opportunities for unstructured, imaginative play can keep children from growing into happy, well-adjusted adults. “Free play,” as scientists call it, is critical for becoming socially adept, coping with stress and building cognitive skills such as problem solving”

“a play-deprived childhood disrupts normal social, emotional and cognitive development in humans and animals…limiting free play in kids may result in a generation of anxious, unhappy and socially maladjusted adults. The consequence of a life that is seriously play-deprived is serious stuff… But it is never too late to start: play also promotes the continued mental and physical well-being of adults.”

“The child initiates and creates free play. It might involve fantasies—such as pretending to be doctors or princesses or playing house—or it might include mock fighting, as when kids (primarily boys) wrestle and tumble with one another for fun, switching roles periodically so that neither of them always wins. And free play is most similar to play seen in the animal kingdom, suggesting that it has important evolutionary roots.”

“M. Pellis, a behavioral neuroscientist at the University of Lethbridge in Alberta. Although those instincts are natural, protecting kids “simply defrays those costs to later, when those same children will have difficulty in dealing with an unpredictable, complex world,” Pellis says. “A child who has had a rich exposure to social play experiences is more likely to become an adult who can manage unpredictable social situations.”

ShareAndComparePlay.com is the Indoor Play Supplier Comparison Website that Saves Play Operators £10,000s. The only source of independent reviews on every Supplier to the Play Industry, ShareAndComparePlay.com works to revolutionise the Play Experience for Children and to enable Businesses to profitably understand and meet the future needs of Families.

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Soft Play and the middleman...a Seth Godin posting

This is a recent article by Seth Godin on the role of agents http://sethgodin.typepad.com/seths_blog/2009/03/where-have-all-the-agents-gone.html , he is the world's most popular business blogger and below is an excerpt from the post.

"Key point: anonymous agents are interchangeable and virtually worthless. Agents that don't do anything but help one side find the other side in a human approximation of Google aren't so helpful any more."

In a world and market that is becoming increasingly transparent, the role and value of agents (a.k.a. a middleman) is increasingly called into question.

The indoor play industry is no different; for example, all soft play suppliers are middlemen to varying degrees.

If you are a (prospective) operator, it is perhaps worth asking "which supplier adds the most value to my project?" and "am I best to source some products or services directly."

If you are a supplier to indoor play centres then it is perhaps time to ask, "what does each individual customer value" and "how can I add considerable and unique value in this project?"

If other markets are any indicator, the old answers probably won't work for much longer and the industry will be better for it.