Playgrounds & The Hospitality Sector | New Market Opportunities

Make A More Attractive Day Out

Some public playgrounds in the UK are currently failing their communities. Local council budgets for play areas have dramatically declined over the last 11 years and resulted in crisis for those who rely on them for outdoor fun.

The SLCC (Society of Local Council Clerks) report that ‘the vast majority of British children live in built-up urban areas, and those from the 1 in 8 UK households without a garden rely on public play areas for outdoor play and exercise’.

‘Cash-strapped Local Authorities face increasingly difficult choices in how they allocate their budgets, and funding for outdoor play areas is often sacrificed in favour of other demands, particularly over the last two years’.

A Guardian report highlights that due to a £350 million spend reduction, playgrounds ‘are falling to pieces, missing large pieces of play equipment, or simply being locked up, as councils facing huge budget cuts struggle to maintain them… family groups are warning that children face a summer spent indoors because of a lack of safe and free spaces to play’.

The report goes on to reveal that some councils ‘have been forced to cut back by more than 80% ’.

The Hospitality Sector Can Fulfil Public Needs

Research highlighted in the National Study Of Playgrounds Report ‘show that playgrounds serve more people of all ages, abilities, genders, and demographics than almost any other public space amenity’. The problem with them falling into decline is that people feel discouraged from visiting them.

‘People like to visit spaces that feel good to them, especially where they are welcome and cared for. Well-designed spaces attract the most people, but having playgrounds close to home encourages repeat visits’.

‘For every 1% increase in poverty level, there were 5% fewer visitors’ to playgrounds due to safety concerns’. A play area next to a well-lit, respectable establishment is therefore providing a much-needed space where people from all walks of life will feel comfortable taking their children.

People are becoming increasingly desperate for a well-maintained play area where they can feel safe and comfortable, and as tragic as the situation may be, it is a gap in the market that can be easily alleviated by the commercial sector – primarily by hospitality.

Employing a playground to bring the neighbourhood together is far from simply a goodwill PR stunt, or any money-haemorrhaging community freebie. The financial benefits are numerous – the most obvious is pointed out by Mintel in a 2022 report, which highlights that 59% of adults usually drink when socialising.

But there are other financial incentives to installing a play area of your own, as this quote from the National Study Of Playgrounds Report explains, ‘Playgrounds are designed for the play of children, but not their bladders. Or their stomachs. Or their tired feet’.

‘Playgrounds with nearby restrooms had 44% more users and increased the likelihood of staying longer by 48%’.

‘Areas that supported eating had 9% increased use for each additional picnic table’.

With the needs of children in mind, suddenly a venue offering respite next to a play area makes a lot of sense. A car park, toilet facilities and snack offerings are immensely appealing to parents, particularly when faced with the crumbling alternatives offered by local authorities.

For pubs in particular, the study also has a few other statistics that may lift a publican eyebrow or two.

‘People living within half a mile of a playground are 5 times more likely to visit weekly’, while ‘people walking to a playground are 6 times more likely to visit weekly than those driving’, which could be excellent news for an establishment that sells alcohol!

 

Attract Spending From Communities

Sense Of Community

71% of our customers noticed an increased sense of community since installing a play area. People who want to meet up together tend to do so repeatedly and frequently. For pubs this might be weekly, but even holiday parks and visitor attractions can benefit from some additional repeat custom as a result of improved socialising.

Social Media Engagement

85% of our customers experienced an increase in social media engagement since installation. Parents are prone to taking photos at the playground and share amongst their friends and larger community, which serves as an excellent recommendation for a business.

New Customers

A third of venues with a Creative Play installation have said they’ve experienced an increase of visitors from a different demographic.

More Partnerships

Many venues with a playground find themselves collaborating more with other local businesses or organisations.

 

What The Hospitality Sector Says

On a sense of community: ‘People are often chatting to each other whilst children play. Also, children play with each other and make up fun games’ – Boston Park Farm

On social influence: ‘Combined with the fantastic new piece of equipment we have seen more families through the door with the help of social media and word of mouth’ – The Bulls Head

On social mentions: ’Good way of advertising. Been mentioned on social media about the play area for kids. Word of mouth has also been good’ – Pant Du

On customer feedback: ‘We have had amazing feedback from social media and reviews’ – The Bulls Head

On social media engagement: ‘When new equipment is added it is put on socials and always attracts a lot of engagement’ – Boston Park Farm

On reviews: ‘Plenty of positive mentions on reviews, also returning guests asking to be placed near the play area’ – Barcdy Caravan Park

There are plenty of successful businesspeople ‘who have recognised their customer needs and created award winning venues’ writes Alan Treloar for The Commercial Property Network.

‘We are more aware that health, wellbeing is borne out of our personal social networks’ he continues, adding that a recent study reports that ‘people who said they have a ‘local’ or those who patronise small community pubs have more close friends on whom they can depend on for support, are more satisfied with their lives and feel more embedded in their local communities than those who said they do not have a local’.

Mintel’s UK Eating Out Report 2023 market analysis ‘identifies that 55% of consumers eat at restaurants or food outlets to celebrate birthdays or special occasions’ which is reassuring for the hospitality sector to hear, but comes with a caveat.

‘Innovation is necessary to guarantee footfall of these celebratory dining experiences. Operators that introduce immersive activities, like games or themed restaurants, will offer diners a greater dining experience with a sense of occasion’.

 

How a playground can benefit your hospitality business?

Discover How Creative Play Clients Are Profiting From Playground Installations

Also Of Interest:

Why NOW is the time for a pub, holiday park or visitor attraction to install an outdoor play area

How playgrounds are going to prepare the hospitality sector for next season

How to meet increasing consumer demand pressures from parents

How an outdoor play area attracts customers during a cost-of-living crisis