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Welcome to the jungle I
t is a firmly-established fact that badly run play centres do harm not just to their own business (and even in some cases their own customers) but also to the wider market too. Guests that have a bad time can be put off going to them for good. It’s very difficult to turn around a negative experience.
Jungleland used to be just such a play centre, before it
transformed itself to the extent that it won a Gold in the One to Watch category of BALPPA’s recent and inaugural FEC Excellence Awards. Previously known as Roaries, the centre was taken over by
current owner Belinda Griffiths who says it wasn’t in the best of health and suffered from problems typical of badly run play centres - run-down, tatty equipment and fittings, terrible food and demoralised staff. “When I bought the company it was failing, dirty and
rundown and had a terrible reputation,” recalls Griffiths. “It was the sort of place that gives indoor play attractions a bad reputation. It was in an awful state of disrepair and there was little hands-on management. You would never go in it, it was typical of a bad play centre. So a major overhaul was needed.” Griffiths built on and improved its existing jungular theming,
investing in a total overhaul of everything, including the staff. “It already had great theming but I took it to another level with menus linked to the Little Chimps cafe, themed party hosts and party rooms with new furniture and so on. You’ve got to have good service and above all it has to be clean.” Griffiths had previous experience of theming and trading
displays having worked as a display manager fro Debenhams and John Lewis. “I’m very hard working and very hands on so I did everything to begin with,” she says. All evidenced by the completion of the refurbishment and re-branding in just three months. The initial investment was around £50,000 with equivalent additional spend on more attractions, catering, staff uniforms and other features.
48 50 MARCH 2018
Jungleland in Telford was recently awarded a BALPPA FEC Excellence award. Ronnie Dungan spoke to owner Belinda Griffiths to find out more about her success story…
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