The BUSINESS of PLAYTIME

PlayNation looks at the forthcoming Association of Indoor Play (AIP) Conference and Awards, taking place in early June this year

The Association of Indoor Play returns this June to the Royal Armouries for its third annual Conference, Trade Show and Play Industry Awards since the pandemic, bringing together more than 200 professionals from across the indoor play sector, including operators, suppliers, designers and industry partners. What began as a much-needed opportunity for the sector to reconnect has quickly established itself as a key annual gathering for the industry.

This year’s conference is titled The Wonders of Play, reflecting the completion of the first stage of new research on the benefits of play led by Dr. Amanda Gummer. The work brings together evidence around the role indoor play environments have in supporting children’s physical development, social confidence, creativity and wellbeing.

The Conference programme reflects how the priorities of indoor play businesses are evolving. Increasingly, operators are looking beyond traditional operational considerations towards digital engagement, customer experience and the long-term sustainability of their offer.

One of the headline sessions will be delivered by Matt Baker, CEO of Destination Marketing exploring Digital First: Winning Customers in the Age of Social and AI. As family decision-making becomes more influenced by social discovery and emerging artificial intelligence tools, understanding how venues position themselves online is becoming central to success.

Food and beverage is another area receiving renewed strategic attention across the sector. Katie Moses, MD of Kam who will present “More Than Coffee and Cake: Rethinking Food and Beverage as a Strategic Driver in Leisure Venues”, examining how indoor play food offerings are increasingly shaping dwell time, customer satisfaction and overall commercial performance.

The Conference will once again be guided by Rachael Haslam as master of ceremonies, helping to bring together a programme designed to balance practical operational insight with longer-term strategic thinking. Alongside the sessions, a 50-strong trade exhibition will feature many of the leading suppliers working across indoor play, including equipment manufacturers, designers, technology providers, catering specialists and professional services.

The day concludes with a Gala Play Industry dinner and the presentation of the Play Industry Awards, which have become an important moment of recognition for standards and innovation across the UK indoor play community. The awards are open to all operators, not only AIP members, and reflect the full breadth of the sector, including traditional indoor play centres, role play venues, play cafés, sensory environments, inflatable parks, laser tag arenas and mixed-activity family attractions. Entrants are assessed specifically on their indoor play offer, ensuring consistency and fairness across a diverse market.

There are 11 award categories in total, with the Best Indoor Play Centre awards – of which there are 4 categories based on size of play offering being the most closely watched. These are presented across four size bands, recognising excellence from smaller neighbourhood venues through to some of the largest attractions in the country. Additional categories highlight areas that are increasingly shaping the future of the sector, including Excellence in Food and Beverage, Most Inclusive Operator, Best Role Play, Innovation Award, Trade Supplier of the Year, Employee Spotlight and Best Coffee and Cake Experience.

Shortlisted finalists this year reflect the strength and diversity of the sector, ranging from independent neighbourhood venues such as Little Olive’s Play Café and Scribbleton through to larger regional destinations including Safari Adventure Play Peterborough, Stockeld Park and Web Adventure Park. The awards are independently judged against clear criteria covering operational standards, customer experience, innovation and impact on families and communities, with winners announced during the Gala Dinner on the evening of 4 June, hosted by Hollyoaks celebrity actor Ross Adams.

EVENT PREVIEW

Entries are assessed by an independent judging panel drawn from across the children’s activities, play and leisure sectors, ensuring that decisions reflect both operational expertise and wider strategic understanding of the industry. The panel is led by Sam Godfrey-Moore, founder of What’s On 4 Kids and the Children’s Activities Association, whose long-standing contribution to recognising quality across the children’s activity sector brings valuable perspective as Head Judge. She is joined by Robin Mills, widely known across the international indoor play community for his insight into gamified play experiences; Eugene Minogue, whose leadership at Play England brings a strong policy and wellbeing dimension to the process; and Ian Kearney, a highly respected industry veteran and former operator with deep practical knowledge of multi-activity family entertainment venues. The Best Coffee and Cake Experience category is judged by Ian Noble of Dancing Goat coffee whose specialist expertise in café quality and delivery reflects the growing importance of hospitality within indoor play environments. Together, the panel ensures that finalists are assessed against meaningful criteria that recognise both operational excellence and wider contribution to the sector.

The Conference, Trade Show & Awards Dinner now play an important role in bringing the sector together at a time when indoor play is changing rapidly

The Conference, Trade Show and Awards Dinner now play an important role in bringing the sector together at a time when indoor play is changing rapidly. With new formats emerging, higher expectations from families and increasing pressure on operators to strengthen commercial performance, the event provides a practical opportunity to share experience, recognise strong operators and highlight where the industry is heading next. As the sector continues to develop, gatherings like this help ensure standards remain high and that indoor play continues to be recognised as an essential part of the UK’s family leisure landscape.