AusLeisure

Leading attractions software supplier Roller has shared observations on the performance of trampoline parks, based on broad data it gathers from providing solutions to trampoline parks and family entertainment centres.

Indicating that there are currently in excess of 1,500 trampoline parks globally, with, as it explains “many more family entertainment centres being set up in neighbourhoods around the world at a rapid pace”.

Roller’s advice continues “what’s more, the trend is also taking hold with a broader range of participants that are keen for fun ways to keep fit, or just get a healthy dose of physical activity. 

“With this in mind, many trampoline parks now offer activities and experiences that cater to the needs of a broader demographic, including dodge-ball tournaments, rock-climbing, ninja courses, laser tag and other social events.”

Charting how the industry is expanding, Roller analysed data from 50 trampoline parks over a three month period (April to June 2019) and found that: 

• The most frequent age of a jumper was nine, with the six to 10 years age group representing 35% of all jumpers
• 11 to 15-year-olds were the second highest age group (behind those aged six to 10), representing 26% of all jumpers
• Toddlers are jumping too! 13% of all jumps were done by those aged one to five years
• Those in their 20s and 30s are also jumping in increasing numbers, with this age group (21-40) representing 15% of all jumps
• While certainly smaller in number, there are also jumpers that are bouncing well into their 40s, 50s and 60s.

Roller went to explain “although interesting to see the typical age of those who are doing the jumping, this only tells part of the story around who is attending these parks.

“Those that are 17 or younger (representing 77% of all jumpers), still mostly require parental supervision, which means parents, grandparents, family friends or other supervisors that are accompanying them to the parks. 

“Many venues in fact require jumpers to sign waivers on entry, and if the jumper is younger than 18, this typically requires a parental guardian or authorised person to sign on their behalf. This means that on the whole, it is largely a family affair or group outing. 

“Eager to entertain and please the parents and other folk accompanying the jumpers, many parks are also increasingly focusing on providing great food, networking events and other social experiences, which combines to make an all-round fun day out for all those coming through the doors. 

“The ones that can couple this with a great experience for the jumpers are increasingly building engaged communities, which are then further entrenched through birthday parties and other social events.”

Further findings from Roller

Generation Alpha and their millennial parents
Given the relatively recent emergence of this family-centric entertainment trend, we thought it would be useful to understand the generational traits of this unique group of younger ‘jumpers’ and their ‘millennial parents’. 

Roller found:

• People born after 2002 are still to reach their 18th birthday (as are a few born in the later part of 2001)

• This group is roughly the younger half of Generation Z (born 1995-2009), who are known for being the first generation born into an era where society started looking at screens more than at faces. 
• The ‘dot com kids’ as they are known are highly digital, social, global, mobile and visual and are thought to have an average attention span of only eight seconds
• As consumers, they are also very focused on being able to express themselves and expect personalised experiences

• At age 9, the most frequent group of jumpers were mostly born in 2010 (which is well after the advent of the smartphone and social media, though incidentally the year the iPad and Instagram were launched).

• Generation Alpha, or ‘the children of the millennials” as they are known, are true digital natives, with age 8 being the age that most parents say their child’s technology knowledge outstrips their own
• They are also expected to be more entrepreneurial, self-sufficient, better educated and prepared for big challenges than their predecessors
• Interestingly, they also are expected to have a strong influence on the shopping behaviour of their millennial parents, who are willing to spend a lot on their children

• The ‘millennial parents’ (born between 1981-1996), also have several unique generational traits as both parents and consumers

• They place a high value on good parenting and are somewhat more likely than other generations to say being a parent is extremely important to their identity
• Fully six-in-10 parents whose oldest (or only) child is a member of generation Alpha say being a parent is rewarding all of the time
• As such, it appears that never before has there been such a passionate, intense and borderline obsessive relationship between two generations as the one between millennials and generation Alpha
• Although children have influenced their parent’s spending behaviours for decades, it has been reported that children under 12 and teens influence parental purchases totalling between $130 to 670 billion a year.

The combination of these traits has also contributed to the growth of trampoline parks and FECs. Although the younger generation is digitally native, their parents are very focused on good all-round parenting, and as such a place that is physical, social, fun and brings together a community provides a great alternative to ‘screen time’. 

Forward thinking parks are broadening their target market 
While Generation Alpha and their millennial parents are certainly the core market for trampoline parks and family entertainment centres, forward-thinking parks are capturing an even broader market by offering sporting competitions and fitness-focused activities outside the typical hours that the younger age groups attend. This can include early morning bounce classes, after work dodgeball tournaments, ninja challenge courses and team-focused events like laser tag. Similarly, these offerings are social, physical and carefree fun in a unique and local environment. 

Parks that provide a full spectrum offering are also the ones that are separating themselves from the pack. We found the following common traits of high performing parks:

• They provide a seamless guest experience for millennials and their children, incorporating social activities, high-quality food, and a focus on repeat visitation
• They provide offerings that appeal to the 21-40-year old market which are fun, fitness focused and physical, often outside of typical business/school hours
• They provide personalised experiences, particularly for birthday parties and group bookings
• They engage their guests, before, during and after their visit and build a sense of community around the facility.

Click here to contact Roller Software via their entry in the Australasian Leisure Management Supplier Directory.

Image courtesy of Bounce. Used for illustrative purposes only.

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