Parents Paradise Leads with Engaging Interactive Soft Play
Background
Parent’s Paradise is ahead of the game in the world of soft play, incorporating 5 interactive attractions to their indoor playground for children ages 11 and under.
From FreeStyle Duo interactive walls to a PowrPlay football court, AeroStrike, TrailBlazer, and a Freedom Gaming arena, this site truly offers a parent’s paradise for their little ones.
About Parents Paradise
Parents Paradise is a soft play centre in Watford, run by sisters, Wendy Attwood and Lyn Presence. They pride themselves on offering a comfortable, safe, and fun environment for all visitors.
Trading for 17 years, Wendy and Lyn have built a successful soft play venue by truly understanding what parents and children are looking for, from interactive and stimulating soft play, to great coffee and a comfortable environment.
Parents Paradise have also partnered with Wise Owl Education to provide Maths and English lessons for 3-16 year olds.
5 Product Upgrades over 2 Years
After 14 years of business in the soft play market, Lyn and Wendy noticed the customer need for new and exciting interactive soft play attractions which promote physical activity for a range of ages, whilst having a premium and modern feel.
In 2022, Parents Paradise invested in a PowrPlay football court, FreeStyle Duo reaction walls, and a TrailBlazer interactive climbing. Following the success of these new soft play attractions, the venue invested in Rugged again in 2024, with the addition of AeroStrike ball targets, and a Freedom Gaming Catch the Tiger tag challenge soft play.
Motivation for Interactive Investment
Lyn and Wendy are continuously looking to maintain their position in the Soft Play market, which is rapidly growing and competitive, with larger business opening up locally each year.
Alongside the need to have a unique offering of soft play attractions to bring in customers and retain current ones, Parents Paradise saw the opportunity to invest in play technology to be one step ahead of the competition. With kids growing up in a fast-paced digital world, interactive play keeps them engaged, and new products also show customers that they are continuously investing in the venue.
The Results
Since the post-covid influx in business, Parents Paradise have managed to maintain their performance, which Lyn believes is because they took the ‘decision to invest in interactives at exactly the right time.’
On top of this, four new indoor attraction venues have opened in and around the Watford area in the past few years, including a local soft play, but Parents Paradise have retained their customer base despite the fierce and competitive market.
The soft play centre continues to be fully booked on admission most weekends, with school holidays and birthday parties usually being booked up a minimum of 6 weeks in advance throughout the year! This has meant that Parents Paradise does more weekday birthday parties than ever as people can’t get a weekend booking. A nice problem to have!
Customer Feedback
Google Reviews
Parents Paradise has over 1,000 Google reviews, with a star rating of 4.6, which is 0.4 stars higher than the average Google score for soft play centres.
Rugged Survey
Parents Paradise collected survey responses for us from kids and parents, and here are the results!
Net Promotor Scores
Net Promoter Score (NPS) is a metric used in customer experience programmes and measures the loyalty of customers to a company. It is seen as the gold standard measure for customer experience. NPS = The % of your Promoters (9 or 10 out of 10) – The % of your Detractors (7 or 8 out of 10)
The NPS benchmark* for Entertainment companies is 27, which really highlights the success of Parents Paradise and their strong customer base.
We asked customers at Parents Paradise three NPS questions, and here are the results!
“How likely are you to come back to Parents Paradise?”
+90NPS Score
“How enjoyable does your child/children find Parents Paradise?”
+87 NPS Score
“How enjoyable was your time at Parents Paradise today?”
+73 NPS Score
*https://survicate.com/nps-benchmarks/
The introduction of Rugged Interactive equipment has positively impacted customer loyalty, improved our brand recognition and increased our customer base reach. We currently have 5 products which are proving not only be popular with customers but from a maintenance perspective require zero attention due to their robust construction and design.
We didn’t have the option to add in new attractions due to space constraints, but this meant we could offer something more exciting which promotes physical activity in line with indoor play objectives. The development of indoor play equipment has been minimal over many decades, and we see this as an innovation that will transform our industry.
We see the over 5’s interactive soft play being used more and more, with more engagement between different sets of children. Lots of parents playing in both areas with their kids, too. The PowrPlay football area is also busy and children seem to enjoy letting off steam on these attractions!
I would highly recommend Rugged Interactive, dealing with them throughout the process, from initial discussions to installation, has been transparent and informative and they have taken both time and interest in ensuring the equipment is right for our specific environment.
Parents Paradise is great for my kids and their friends. They really love coming here and competing with each other on the interactive games. They could have played for hours and it’s great for me because they look exhausted!
I love Parents Paradise. I like going with my friends and we race around all the equipment. The football [PowrPlay] bit is great because it helps with my aim as I play for a club and it's just fun to kick the ball and try to get points! The interactive bit on the ground floor [FreeStyle Duo and TrailBlazer] is the best. Simran and I were competing against
