Indoor Playgrounds
To Theme or Not to Theme?
By Family Entertainment Center
Page 1, 2
What To Do?
It's not that we are against themeing, it's just how to maximize your
budget and your revenue potential. Thankfully, soft-contained play is
a modular construction and can be modified and added to as your business
grows and budget warrants. With a variety of themed processes today there
are options. One strategy is to minimize themeing on the playground itself
and wrap a few extra dollars into your lease hold improvements by way
of painted walls, murals and colors that tie into a theme; bright greens
and earth tones for a Tree-house or Jungle theme for example.
Peter
Grant with Fun Center Marketing says, "Operators today need
not spend thousands of dollars any more on expensive air-brushed
murals and paintings. With our digital technology we have cut
those costs in half, while maintaining the creative uniqueness
of a facility's environment,... and as an added bonus, you can
take these murals with you when you leave."
With this facility backdrop of colors you can reduce the
themeing on your playground to an assortment of murals that tie into
the 'themed' backdrop. This is a good option because as your business
gets worn, and/or your market changes by way of new competitors you can
refresh your facility with a little elbow grease. Rather than being stuck
with a monstrous themed playground, you can repaint your 'backdrop' and
change your playground murals to reflect that renewed feeling.
However, you may decide that you want to go all out and be committed
to a total themed experience. Like a Rainforest Cafe, and others
for example. Although an expensive route to go, the benefits of creating
a "story" within your facility can make good sense. With a
story you can create additional revenue opportunities through retail
branding and extended party marketing that let children be Kings and
Queens or Lords of their own Jungle.
Facility mascots can also help create a warm-fuzzy
feeling for young children and help them to identify with your facility.
With strong marketing your brand can further exploit holiday's and
seasonal events such as halloween and Christmas through themed events
and tie-ins. If executed well, a themed facility can hold most competitors
at bay or at least make them spend more to one up your story.
Fun Center Themeing is certainly as individual as each facility and will come down
to your goals and personal preferences, however shabby or poor themeing
will detract from your facility. Keep in mind the costs of creating your
vision, if you are unable to execute all the way, half way there will
look it and will leave your guests feeling like the place is cheap. Extensive
3D relief themeing is still very expensive and if you are on a budget
those dollars may drive a healthier return if they focus on play-a-bility
and keeping your fun center FUN vs. a cheesy wanna be.
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