Leaps and Bounds Trampoline Parks Are As Popular As Ever; We Catch up with the Industry with an Eternal Spring in Its Step
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Feature Leaps and bounds Trampoline parks are as popular as ever; we catch up with the industry with an eternal spring in its step AST year, InterFun reported that visitors are also very important. This includes the trampoline park industry areas like the café and viewing areas. usually age specifi c and fall short of providing had fi rmly made its way from The evoluti on of the trampoline park into a an experience the enti re family can enjoy the periphery of the family diverse and varied locati on has been relati vely together. The multi -att racti on concept of entertainment industry onto the swift and it is clear to see in the range of trampoline parks ensures that everyone can Lmain stage. Over the course of around a att racti ons, and parks, now available. join in on the fun.” decade, it has steadily become an acti vity The fi rst generati on of parks featured a The appeal of the trampolines themselves practi cally synonymous with family fun, and if basic layout of trampolines in a wide-open remains paramount but peripheral acti viti es you were to break it down into its composite space - and that was the extent of the off ering, have become a staple of the park, so much so parts, the appeal of the medium becomes in most cases. Fast-forward to 2018 and this that all-encompassing locati ons such as these apparent: healthy, varied, interesti ng acti viti es couldn’t be further from reality, with multi ple are fast becoming big enough to rival the FEC in interspersed with F and B make for a well- att racti ons and food and beverage opti ons now some parts of the world. rounded day out. the standard. The US-based Best American “The family entertainment industry is A year on from that issue of the magazine, Trampolines, which has operated in the market constantly evolving and trampoline parks this kind of family entertainment locati on is as since 2007, has been at the forefront of are not excluded from this evoluti on,” said popular as ever. There isn’t a secret ingredient these changes. Mercer. “Park owners are incorporati ng new behind the formula, however, said Samurai “Trampoline parks are multi -att racti on and exciti ng att racti ons like cloud coasters, Trampoline Products’ Anthony Bull. entertainment centres that allow guests to drop zones, and extreme climbing walls into “It’s quite simple, really,” he said. “It’s an create a unique and memorable experience their parks for guests that crave a new and acti vity that kids are drawn to because they with each visit,” said the company’s Erica exciti ng adventure. enjoy jumping up and down and having fun. Mercer. “Parkgoers can experience a wide “Our Ninja Warrior Course conti nues to be Trampoline parks have, however, moved on variety of exciti ng and engaging acti viti es in one a very popular att racti on. First and second- from being just a place to jump up and down. locati on. Parents have the opti on to parti cipate generati on trampoline parks are updati ng their Our research indicates that many operators are or relax in comfortable seati ng while their venues to keep up with consumer demand looking beyond just trampoline-based acti vity kids jump on the trampolines, climb extreme and the Ninja Course is a popular product they and have been for some ti me. They need to rock walls, soar through the air on a cloud choose to incorporate into their current model. keep their customers happy. Standing sti ll in coaster and enjoy the variety of att racti ons the Likewise, trampoline parks that are new to the any industry means you are likely to be left trampoline park has to off er. market are including Ninja Warrior Courses in behind so you always have to innovate and the “Trampoline parks cater to all ages. their att racti on list with the goal of appealing trampoline parks are no diff erent.” Traditi onal family entertainment centres are to guests that seek a more challenging acti vity.” With such a global focus on health and The US was one of the fi rst markets, if exercise, an increased demand in acti viti es that not the fi rst, to wholeheartedly take to the are healthy is inevitable and the trampoline trampoline park, but operator Sky Zone is the park has met that demand in spades. It has perfect example of the universal appeal of created something of a holy grail of an acti vity the concept. as far as parents are concerned: one that The company was initi ally founded in 2004 makes exercise fun. by entrepreneur Rick Platt , who, according to “Parents like the fact that their kids are being the company, “had the intenti on of creati ng a acti ve,” said Bull. “They can relax in a café or new professional sport that involved athletes watch their kids having fun. For some parents, jumping through a suspended hoop while this is a welcome break as they have ti me to holding a ball. themselves. Therefore, while a park is geared “When it didn’t take off , he saw the potenti al towards the people that take part in acti viti es, to reinvent his concept when neighbourhood the faciliti es off ered to parents and other children expressed an immediate interest in 26 ISSUE 3 2018 iNTERFUN www.intergameonline.com Feature using the space to jump on the trampolines. “News travels fast and while trampoline Today, Sky Zone has almost 200 locati ons in 11 parks took off in the US initi ally, they quickly countries including Australia, Canada, Guam, spread to other parts of the world. Countries Guatemala, India, Kuwait, Mexico, Norway, like the US and UK are now established markets Pakistan, Saudi Arabia and the UK, and is where the phenomenal growth has slowed currently the largest trampoline park chain in when it comes to parks. Other territories in the $1.5bn industry.” Europe, the Middle East and South America Today, Sky Zone prescribes to the model that are now going through a similar aggressive has practi cally become the benchmark for the growth model.” sector - that a broad spectrum of att racti ons The kind of expansion evidenced in the for multi ple age groups is the key to success. world’s operators is indicati ve of an industry “Many of our parks have added new with a great deal of ingenuity and passion innovati ons and att racti ons, such as warrior competi ti on. We’re always looking to add new behind it. Embodying this is the Internati onal courses that test speed, strength and agility, elements to our birthday parti es - for example, Associati on of Trampoline Parks, which and free climb, which is a bouldering wall. we are now off ering superhero themed parti es came into being to guide the industry out of These are just two examples of the new and glow (dark light) parti es. Another example its infancy and into the age of prosperity it att racti ons we are conti nuously rolling out. is Toddler Time, during which litt le ones get currently resides in. At the same ti me, our original att racti ons to discover the joy of being acti ve, bouncing “The IATP began in 2012 when the industry remain popular and a core element of the under the supervision of their parents, and fi rst started to pick up,” said Bethany Evans, Sky Zone experience, such as freestyle jump, without interference from the ‘big kids.’ executi ve vice president of the IATP. “When where guests jump on our massive wall-to- Most of our parks also off er sensory hours to we fi rst began, there were 40 parks globally. wall trampolines.” enjoy the freedom of jumping. These sensory We were instrumental in creati ng the ASTM As this approach has become something hours provide a quieter, toned-down jumping standards in the States, which were the only of an industry standard, there are certain experience for those with special needs. standards at the ti me for the industry to follow. ways in which Sky Zone sets itself apart from “Because consumers are consistently That was imperati ve to guide growth in the the competi ti on. looking for new experiences, fi nding ways to right directi on. So, as we moved forward, 2015 “While many trampoline parks simply off er conti nually off er fresh and new att racti ons and was when the fi rst trampoline parks started wall-to-wall trampoline entertainment, Sky programmes is one of Sky Zone’s top prioriti es. to pop up in the UK. That was imperati ve to Zone recently launched innovati ons that are As such, Sky Zone has recently adopted guide growth in the right directi on. At that popping up in our parks across the world. programmes such as overnight lock-ins and ti me, there were around four parks identi fi ed Some of these att racti ons include SkyLine, on launched att racti ons that have a ‘gamifi cati on’ and we began working with the founding parks, which guests must balance their way across element to them.” bringing them in under the IATP umbrella to a millimetres-thin raised slack line, SkyJoust, The industry’s rapid growth is testament to conti nue to grow the industry in a safe and Warped Walls and parkour-style obstacle the simple fact that it is incredibly enjoyable responsible manner.