Play equipment
Image courtesy of Eibe
amusement ride industry as both an operator and equipment vendor, said: “All of our structures are tailor made, we listen carefully to what the operator is trying to achieve and apply our collective thinking and creative input to produce the best possible designs and to optimise the operational aspects of the attraction such as capacity and staffing.” In order to be successful, this operator-supplier
relationship should run through the design process, as it soon becomes apparent that the outdoor play structures industry has its own idiosyncrasies that must be addressed. Theming, for example, is often ignored in the outdoor play
Image courtesy of Innovative Leisure
sector as its bespoke nature often leads to additional capital costs for the operator. However, this, along with licensed and branded attractions, can add huge play benefits. Yet while theme park operators and larger FEC owners would be less reticent to increase their expenditure on a planned ride or major installation, it must be remembered that most outdoor play equipment will be destined to be bolt- on attractions at larger venues, or standalone pieces in smaller locations. And this is where the operator-supplier relationship comes to the fore, as both seek to identify the correct balance between budget and product. “The licensed bandwagon is
definitely rolling,” Reid said, “but leisure operators should be careful not to think that any brand will bring instant success. Intellectual property
Image courtesy of Innovative Leisure
owners have jumped on the bandwagon too as they see greater exposure for their brands and a guaranteed income from licence fees.
“Careful consideration is required when engaging IP in
any attraction in order to protect the IP as well as ensure that the business model works. Some IP owners are heavily involved in the attractions industry and tend to own and operate their own attractions. Where IP is licensed to an independent operator, there has to be a balance between the royalty structure and what the operating business model can sustain. Understanding the impact of including the IP is essential from the onset.” Butling expands on this by bringing the consumer back
to the fore: “I do not believe that branded or themed play areas are entirely necessary,” he said. “The kids don’t make the differentiation between branded and non-branded equipment - they have more important things to think about. “When designing equipment, I put myself in the shoes
of my 10-year-old son and think about what would be interesting to him. Licensed attractions will always have a place as somewhere to go for a ‘treat’, but in my opinion there is definitely still a lack of well thought out play areas that provide genuine interest for those children that are going to find them most useful as they grow and develop. Toddlers and pre-school children will always be happy in a sandpit or on a simple slide or swing.”
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