The development of FECs these days is much more than a venue full of coin-operated games as families demand diversity in their entertainment.
Laser tag, bowling, climbing walls and trampolines have all made a distinct impact on the UK market in the past three years.
An illustration of that comes from an interview in our sister publication, InterFun, in which Scottish operator Narinder Singh Baryah of WonderWorld Group discusses the development of his four-unit chain of trampoline parks under the Air Thrill brand.
Singh Baryah said that retail and warehousing spaces are now being taken over and re-purposed for entertainment. “Our East Kilbride park is a split between two joined buildings with one housing inflatables and the other trampolines.”
He added: “We know our guests seek variety. And preferences between them vary, so having the extra range of complementary attractions alongside our inflatables and trampolines has been a big win for us.”
Those alternatives include a strong soft play area; there is bowling at the Perth venue and a concentration on quality F&B.
He sees a demand driven by parents trying to divert their offspring away from screens, both TV and hand-held, helped by the group’s intensive marketing through digital and local advertising mediums, but above all, diversity, quality entertainment and a safe environment have combined to generate the group success.
