Page 28 - #181 May 2023

RLI LEISURE INSIGHT

Breathing New Life and

Laughter into City Centres

In this issue, Rich Beese, Co-Owner of Flip Out, the UK’s biggest indoor
adventure park group, and Putt Putt Noodle, the UK’s fastest-growing
Asian-inspired adventure golf experience, looks at how competitive
socialising can revitalise city centres while reconnecting people.

ention the term ‘competitive socialising’ to your Gen Z and experiences, which can challenge both mind and body. Escape
kids. They might look blankly back at you, but chances are rooms, axe-throwing, ping pong – you name it, you can find a place
Mthey’re doing it – and have been for some time. A Saturday that does it. Throw in some tasty, good-value food and drink options
night bowling with mates, a first date playing mini-golf, even a game of and brightly coloured Instagrammable interiors and what’s not to love
pool at the local pub – they are old hands at competitive socialising. for friendship groups, couples on dates, families?
It’s always been an industry sector that’s attracted young people: The explosion of the popularity of this sector is gratifying – and
still child-like enough to like throwing a ball – or themselves – around, not just to companies like mine, which, as well as having Flip Out,
but old enough to want a beer while they’re doing it. In a nutshell, it’s also launched the Asian-inspired adventure golf experience, Putt
a laugh – it’s fun. And the young know how to have fun. But this sector Putt Noodle, to outlets across the country over the past few years.
is fast gaining mass appeal. Consumer demand, and the appetite for new fun and stimulating
According to a recent research report by KAM Media, the intent is experiences for all age-groups, is now so high that we are introducing
certainly there for all age groups: 41 per cent of Gen Z has engaged in a range of other imaginative activities to our Putt Putt Noodle
competitive socialising before and 47 per cent would like to go in the concept in addition to the golf, as well as opening new Flip Out family
future. For millennials, these figures are 29 per cent and 60 per cent, entertainment centres in disused retail spaces. These include the
and for the 45+ age group, while only 16 per cent of them have, 55 per Dolphin Centre in Poole and in the main shopping centre in Telford,
cent want to go in the future. both opening Flip Outs this summer.
Of course, smaller children have always combined social interaction But it’s also good news for cities, councils, retail centre managers,
and physical activity. Soft play areas have been around forever – leading town planners – and ultimately for residents.
to games, which in turn become organised sport. The success of our The manager of the Telford Centre, Glynn Morrow, says in the
Flip Out indoor adventure parks across the country is proof enough local paper Shropshire Star: “Retail is our core business but people are
of the need for children to get together while releasing huge amounts looking for more than that. They want somewhere to go shopping, but
of pent-up energy – preferably while mum and dad have a coffee and also have a bite and be entertained.”
unwind for a few minutes. He goes on: “We see ourselves as not just a shopping centre. We
Millennials had already seen the value of ‘experience’, due in part have the former Debenhams here which has been re-let for Flip Out,
perhaps to the growth of social media and their subsequent ability to who are fitting in there, and Putt Putt Noodle. They are taking up
document and broadcast their enjoyment – the bragging rights of living 90,000sq ft of space, which is really positive. It gives us a different level
in the moment, if you like. Gen Z also ran with this baton, preferring in terms of the leisure offer moving forward.”
immersive experience to pointless drinking. Then the pandemic The emergence of experience outlets next to clothes shops and
struck, forcing everyone to hit the pause button and re-examine life’s chemists is revitalising our urban landscapes. There’s nothing more
priorities. After months of being denied face-to-face human contact, depressing than empty retail outlet spaces – they lead to a vicious cycle
physical connection and socialising – unsurprisingly – rose to the top of of dilapidation and despair, which in turn increases crime rates and
the list. We needed to laugh with each other again. affects young people and families in particular.
Entrepreneurs saw the writing on the wall – usually on the walls of Our city centres desperately need reinventing, both to boost local
derelict shopping outlets in retail malls and city centres. These spaces economies but also human morale. And competitive socialising re-
were ingeniously repurposed to accommodate new and exciting games energises them and us too.

28 RETAIL & LEISURE INTERNATIONAL MAY 2023