PPA Presentation for the Southern Regional Meeting held at Hobbledown (13/11/2012)

1. Welcome to the PPA Southern Regional Meeting at Hobbledown
Tuesday 13th November 2012

2. Agenda
10:15 Arrive and Coffee
10:30 UK Indoor Play Market Report 2012 Results and Discussions
11:15 Small Group Discussions
- Practical ideas that work for Indoor Play Centre Operators
- Making money for your centre from “other stuff”
- What do you want the PPA to be?
- Managing Risk Assessment
12:00 Networking Lunch with PPA Supplier Members
1:00 Special Interest Seminars
- How to improve Coffee and Drink sales?
- Activ Kids
1:30 Open Forum discussions and Q+A
2:00 Centre Tour

3. UK Indoor Play Market Report 2012 Results and Discussions
Key Findings… Headline Figures 2012
Average size of site 9,936 sq ft
Avg total number of children (exc parties) 40,280
Avg total number of children (inc parties) 51,416
Avg total number of adults 33,147
Average TOTAL ANNUAL VISITORS 85,984
% children to adult admissions (avg) 61/39 % child : adult
% child admissions vs child parties (avg) 77:23 % admission : party
Average admissions income £193,446
Average parties income £100,806
Average catering income £147,781
Average TOTAL ANNUAL TURNOVER £432,929
Average net profit/loss Between 0-15%

4. UK Indoor Play Market Report 2012 Results and Discussions
•How can we develop more successful centres?
•Any recent trends? Opportunities to take advantage of?
•What does the perfect play centre look like?
•What does 2013 hold for the indoor play sector?
•How can the PPA support members sites?
Headline Figures 2012 2009 2008 2007
Admissions 44% 43% 41% 39%
Parties 23% 20% 24% 26%
Food and Beverage 33% 38% 35% 34%

5. Visitor Numbers
Industry total of 69 million visitors producing a total revenue of £346 million
Despite the economic downturn, there has been a rise in visitor figures for
2/3rds of the indoor play operators in the UK with this rise is highest in London
and the South East where almost 4 out of 5 operators have seen increases.
Visitor Figures compared to
previous year All sites London South East
Increase Decrease Increase Decrease Increase Decrease
Child visitors (excluding parties) 68% 23% 88% 0% 80% 20%
Child visitors (including parties) 64% 28%
63% 25% 87% 13%
Adult visitors 68% 23%
88% 0% 80% 20%
Total visitors 66% 25% 79% 8% 82% 18%

6. London and South East Specific… Entry Prices
- Babies
- Adults
All UK Entry Prices Free Up to £1.50 - £3.50 - £5.00 - £6.50+
£1.50 £3.50 £5.00 £6.50
Babies up to 1 year (off peak) 53% 32% 11% 1% 0% 0%
Babies up to 1 year (peak) 49% 32% 15% 1% 0% 0%
Toddler (off peak) 0% 4% 36% 47% 7% 1%
Toddler (peak) 0% 0% 22% 59% 11% 4%
Child visitor (off peak) 0% 0% 14% 47% 28% 8%
Child visitor (peak) 0% 0% 0% 49% 34% 15%
Adult visitor 51% 28% 9% 0% 0% 0%

7. Does size matter??
Visitor Figures by Size of Site
In analysing the figures by size of site, the market was divided into those sites below 10,000 sq ft
and those above 10,000 sq ft. Of the operators who answered the survey, exactly 50% were in
each category. The average size of a ‘small’ site in our survey was 6,000sq ft which generated an
average 69,595 visitors per annum, compared to the average ‘large’ site of 13,500 sq ft, which
generated an average 102,373 visitors per site. On a like for like basis, therefore, the smaller
sites are seeing more visitors per sq ft than the larger sites, with 11.6 visitors per sq ft in smaller
sites compared to 7.6 visitors per sq ft in larger sites.
Residential-
Retail Leisure Industrial Other
Town
Average rent per square foot £8.31 £7.37 £5.16 £5.36 £5.20

8. UK Indoor Play Market Report 2012 Results and Discussions
How many children’s parties do you < 20 21-40 41-60 61-80 81-100 100+
average per month?
All UK sites 9% 27% 12% 24% 19% 7%
By region
Home Counties 25% 50% 13% 13% 0% 0%
London 0% 13% 25% 13% 38% 13%
South East 7% 13% 7% 20% 40% 13%
By location
Retail sites 18% 9% 9% 36% 27% 0%
Leisure 0% 0% 0% 33% 50% 17%
Industrial 3% 32% 16% 18% 18% 11%
Residental-Town 20% 47% 7% 27% 0% 0%
Other 25% 0% 25% 25% 25% 0%

9. Avg. Total Turnover Per Site
£1,200,000
£1,000,000
£800,000
£600,000
£400,000
£200,000
£0
Retail sites Leisure Industrial Resi-Town Other

10. Average Costs
Operational costs Approx. Increase Decrease Same
annual cost
Building rent per sq ft £5.76 22% 3% 70%
Business rates £20,893 62% 12% 22%
Gas £5,071 57% 12% 24%
Electricity £9,473 72% 12% 12%
Water £2,804 51% 5% 34%
Maintenance (building) £9,002 38% 11% 46%
Maintenance (play equipment) £4,108 45% 12% 38%
Marketing spend (if you are multi-site operator, £6,262 18% 22% 53%
please use an allocation for this site)
Staff wages (including employers NI, but excluding £127,626 54% 15% 23%
directors salaries and dividends)
Investment in equipment £16,101 34% 19% 39%

11. What is gross profit of your café area?
Across the UK:
For 8% of operators, the gross profit of the café area is less than 50%
For 31% of operators this is 51-60%
For 27%, the figure is 61-70%
For 24% it is 71-80%
And for us 1% of operators, the gross profit of the café area is more than 80%
11:15 Small Group Discussions
- Practical ideas that work for Indoor Play Centre Operators
- Making money for your centre from “other stuff”
- What do you want the PPA to be?
- Managing Risk Assessment
Chaired by Darren Johnson/ Richard Farley – PPA Exec Member’s

12. 12:00 Networking Lunch with PPA Supplier Members
1:00 Special Interest Seminar
- Running your own sports activity classes (ACTIV KIDS)
- How to improve Coffee & Drink sales (Shoppers Anonymous)
1:30 Open Forum discussions and Q+A
2:00 Centre Tour