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for babies, because we felt we weren’t getting enough babies and toddlers in. We bought the equipment and took care of the theming. It’s for children under two and those with disabilities. It has a Bubble Tube, Infinity Tunnel, Fibre Optics. It’s designed to develop babies and toddler senses through sensory stimulation and interactivity. It’s a very hands on unit and there’s relaxing music and bean bags for the parents to get comfortable on. We also spent a lot on the toddler area, with wall-mounted puzzles for instance.”
Connecting with the customers As with a lot of ticket-based attractions, the website is key to bringing people to the centre, but the personal touch is also important when it comes to customer satisfaction. “The website is huge for us because everyone goes online
The decision on which direction to take it in terms of
theming, pretty much took care of itself: “Because it was already based on a jungle theme we just renamed it Jungleland. Everything is themed from the moment customers walk in.”
“ Everything is
themed, from the moment customers walk in.
Increasing value for visitors Griffiths knew that further down the line that to make it work she would have to make better use of space, which lead to the Laserland laser tag addition and also the Safariland nine- hole golf feature (when?) She explained: “Lasertag was the second thing we put in and we themed it around the Alien film series. We used all local companies and did a lot of it ourselves, using old hoover tubes to create that alien-style spaceship piping. A lot of theming companies we found were too dear, and when you are a small private company it is all about cash flow. “We added a laser party room and then a nine-hole golf
course on the mezzanine floor which we called Safariland. Once we had put the golf course in we used the office space to put in a two lane alien-themed bowling alley, which ties in nicely with the laser tag theme.” “18 months ago we put in a Baby Butterfly Sensory room
to book, but we do our party bookings over the phone because you need a more personal touch with that. They run like clockwork because we are able to look after the details doing it that way,” said Griffiths. “I think the whole thing is down to customer service. The
feedback we get is that we have a really nice team of people here. The catering is hugely important - the food has to be really up there. The days of chicken nuggets and nasty coffee are gone. All our food is made fresh to order. And when the number of under-twos increased, we started offering finger food for them. Essentially, it’s about listening to customers and achieving consistency with your offer. Attention to detail basically. “For so long play centres had a terrible reputation but most of them have really upped their game now and if they didn’t they didn’t stay in business. It doesn’t matter how good the play equipment is, the parent also has to have a nice time. That’s the most important thing.” Any money that Jungleland makes is invested back in to
the company. Good cash flow is vital. We have to be able to hold our own if we have three weeks of hot weather and things slow down.” Talking to Griffiths you get a sense that she likes a challenge, no matter how daunting it might appear. You get the sense that there may be more to come from the Jungleland brand.
MARCH 2018
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