State of the Industry

Please find below the State of the Industry Report for PPA Members to complete... Any queries regarding taking part, do ring me on 02476 414999 (205). Please note that members should use data from January 2009- December 2009 to complete these questions and no questions are mandatory except for the first 2, so if you dont want to disclose a particular piece of information, just leave that question out. Obviously the more information that members provide, the better the data will be for members moving forward- we should already be able to make some good comparisons with the past 2 years results. Only members that take part will receive analysis of the data and if your site opened part way through the year, simply answer the questions as best you can.

Please note multi site operators should complete 1 survey for each site

1) Company Name?

2) Survey completed by...

3) Site Location (If multi site operator)

4) Did you put your prices up at the start of this year as the VAT returned to 17.5% ??Yes
Not yet, but we plan to this increase prices this year
No, we have absorbed the VAT increase

5) What type of location are you situated in?Retail / Leisure
Industrial
Residential / Town Centre Location
Other

6) What is your rental amount? (per square foot)£3-£5
£5-£10
£10-£15
£15-20
£20+

7) How are you paying your rent? 3 months in advance
1 month in advance
1 month in arrears
Other

8) What is the total size of the footprint of the building that you operate?0-7,500
7,500- 10,000
10,000-,12,500
12,500-15,000
15,000- 20,000
20,000+

9) What is your exact building footprint?

10) What is the approximate footprint of the play equipment in your site?1-1,000
1,000-2,000
2,000-5,000
5,000-10,000
10,000+

11) When did your site open??Pre 1996
1996-2000
2001-2002
2003-2004
2005-2006
2007-Present

12) Who supplied the main equipment structure in your site?Angus Firth
House of Play
SPI
Soft Brick
Success Play/ Play Revolution
Other Please State

13) Is your site...Indoors Only
Indoors and Outdoors
Indoors currently but looking to expand outside

14) How many parties do you do on average per month?less than 20
21-40
41-60
61-80
81-100
100+

15) What is the average number of children at your parties?Less than 10
10-12
13-15
16- 18
19-21
21+

16) Party Prices

	What is your lowest party price??	What is the price of your most expensive party??	What is the price of your most popular party??
Less than £5
£5.00- £6.50
£6.51- £8.00
£8.01- £9.50
£9.51- £11.00
£11.01- £12.50
£12.51- £15.00
£15+

17) Party Costs...

	What is the cost price of producing a party bag (per head)	What is the cost price of food produced for parties (per head)
£0.00- £0.25
£0.26- £0.50
£0.51- £0.75
£0.76- £1.00
£1.01- £1.50
£1.51- £2.00
£2.01- £3.00
£3+

18) From the following options - please indicate whether you have seen an increase, decrease or no change since 2008?

	Increase	Decrease	No Change
Visitor Numbers?
Spend per head?
Marketing/ PR Spend?
Number of competiting sites (other leisure attractions)?
Number of competiting sites (other play centres)?
Reported accidents in your site?

19) What is your total annual visitor figure for admissions (children only) - excluding party children

20) What is your total annual visitor figure for admissions (children only) - including party children

21) What is your total annual visitor figure (adults only)

22) What is your total annual visitor figure? (Should be total of previous 2 answers)

23) What is your appoximate annual entry revenue (including membership)

24) What is your appoximate annual parties revenue

25) What is your approximate annual catering revenue?

26) What is your approximate secondary revenue (including clubs, camps, coin rides, classes, shops, rented space, grants etc)

27) What was your last published NET profit/ loss figure

28) What is your total annual turnover (for this site)

29) What is your total costs figure (per site)

30) In your 2009 accounts ... are you reporting (Before Interest and Tax)A NET profit
Around break even
A NET loss

31) What is your total average spend per head... Total Revenue/ Total Number of Children (Excluding Party Children)under 5.00
£5.01- £7.50
£7.51- £10.00
£10.01- £12.50
£12.51-£15.00
£15.01+

32) What are your approximate annual electricity costs?

33) What are your approximate annual gas costs?

34) What are your approximate annual water costs?

35) What are your approximate annual maintenance costs (for your building)

36) What are your approximate annual maintenance costs (for your play equipment)

37) What is your approximate annual marketing spend??

38) What are your approximate wage bill? (Including Directors wage but Excluding Dividends)

39) Was the business able to pay you a salary/ dividend for 2009??Yes
No

40) If you answered yes to the previous question, was this amount more than in 2008?Yes
No

41) How many staff do you currently employ ? ( x full time, x part time)

42) What is your number of dedicated kitchen staff??

43) What is your percentage EBITDA (Earnings before Interest, Tax, Depreciation and Amortisation) compared to NET revenueUnder 5%
5-10%
11-15%
16-20%
21-25%
25%+

44) What is your percentage of Total Staff Costs versus NET revenue ( excluding owners/ directors remuneration)Less than 10%
11-15%
16-20%
21-25%
26-30%
31%+

45) What is the Gross Profit Margin for your cafe area (%)Less than 50%
51-60%
61-70%
71-80%
81%+

46) Please answer yes or no to the following questions?

47) What is your current entry price for...

48) Do you have reduced rates for the following...

49) If you answered yes to the question above- How much to you discount by??? eg- 5%, 10%??

50) In 2010, do you think the following will increase?, decrease? or stay the same?

51) In terms of having an alcohol licence- please tick which most appliesWe have had an alcohol licence in the past
We currently are a licenced premises
We have tried to become a licenced premises but havent been successful in our application
We are looking to become licenced
We are not licenced and are not planning to apply in the near future

Data Management

52) What best categories your till system used for entry to your centre?We track (almost) ALL our entries to a person. (90%+)
We track Most our entries to a person.(20% to 90%)
We track few entries to a person (< 20%)
We use a till, but don’t track who the sales are to
Don’t have a till system

53) What best describes your business data management. (Tick the boxes that apply, you can select more than 1)

	We use paper base system (e.g. Diary)	We use spread sheets (e.g. Excel)	We use a Content Management System (e.g. specialist software for bookings / POS / Access control)	We have an online system
Parties
Entry
Food and Catering

54) In the next 2 years we aim to be running using. (Tick the boxes that apply, you can select more than 1)

	We use paper base system (e.g. Diary)	We use spread sheets (e.g. Excel)	We use a Content Management System (e.g. specialist software for bookings / POS / Access control)	We have an online / self service system
Parties
Entry
Food and Catering

55) Do you run any of the following

56) Is your membership scheme... (tick as many that apply) Monthly
Quarterly
Half Year
Annually
Other please describe...

57) How would you describe the age distribution of the children that visit you?

58) What are the busiest times of the year?

	Yes	No
Do you charge for adults?
Do you run Customer Loyalty/reward schemes?
Do you charge for babies under 1?
Do you run School holiday activity scheme/camp?
Do you run structured childcare sessions?

	£0.01- £1.50	£1.51- £3.50	£3.51 - £5.00	£5.01-£6.50	£6.50 +
Baby (OFF PEAK)
Baby (PEAK)
Toddler (OFF PEAK)
Toddler (PEAK)
Child (OFF PEAK)
Child (PEAK)

	Yes	No
Addional Children
Large Group eg- Schools/ Playgroups
Disabled Children

	Increase	Decrease	Stay the Same
Number of Visitors
Sites total revenue
Total Costs
Profitability

	Yes	No
Customer loyalty/ reward schemes
School Holiday activity scheme/ camp
Structured childcare sessions
A membership scheme

	Very busy	Busy	Less busy	Quiet	Empty
January
February
March
April
May
June
July
August
September
October
November
December

	Mostly these	Lots	Quite a few	Hardly any	None
0-2 years
3-5 years
6-8 years
9+