Why Restaurants and Shopping Centers are Adding Play Spaces

Adding play spaces for children is a growing trend in the world of dining and retail as restaurants and shopping centers are increasingly recognizing the value of incorporating these areas into their establishments.

It’s a trend that started before the pandemic hit in 2020, and after a pause, it’s ramping back up as malls and eateries look to entice families to their businesses.

“As more Millennials enter parenthood, restaurants are reimagining dining rooms where kids can run free while grown-ups eat and drink,” reported Tara Fitzpatrick, senior editor of Restaurant Hospitality. “Overall, play spaces are an investment that can change the face of your restaurant to the friendlier.”

The New York Times reported in August 2024 that mall owners are spending millions to entice shoppers to keep coming back, and that includes play spaces.

“An additional 11 percent of entertainment space, or more than nine million square feet, has been planned for opening in North America by 2025, according to a 2023 report from the real estate firm JLL,” said the article. “It’s all part of a broad trend that real estate experts call “experiential retail” or “retailtainment.”

But why is this happening, and what benefits do these play spaces bring?

Let's explore the reasons behind this trend and how it's transforming the dining and shopping experience for families.

The Rise of Play Spaces in Restaurants

Restaurants have long been searching for ways to attract and retain customers, especially families with young children. By adding play spaces, they've found a winning formula that benefits both the business and its patrons.

“Every parent knows choosing a place to go out to eat becomes a totally different ball game when you introduce children into the equation,” reported LAist. “And while it’s not a must, places that have dedicated spaces or activities for kids are definitely a plus for parents looking to be able to enjoy a meal out without having to spend every waking second entertaining their child.”

Benefits to restaurants and other eating and drinking establishments to adding play spaces includes:

• Increased Customer Attraction and Retention: One of the primary reasons restaurants are adding play areas is to attract more families. Parents are more likely to choose a restaurant that offers entertainment for their children, as it promises a more relaxed dining experience. These play spaces become a significant draw for families, encouraging repeat visits and fostering customer loyalty.
• Extended Dining Times and Higher Sales: When children have a place to play, families tend to stay longer at the restaurant. This extended dwell time often translates to increased food and beverage sales. Parents can enjoy their meals more leisurely while their children are happily occupied, potentially leading to additional orders of appetizers, desserts, or drinks.
• Enhanced Family-Friendly Atmosphere: Play areas contribute to creating a welcoming, family-friendly atmosphere. This positive environment can improve overall customer satisfaction and lead to better reviews and word-of-mouth recommendations. Restaurants with play spaces often become known as go-to destinations for family outings, birthday celebrations, and other special occasions.
• Competitive Advantage: In a crowded market, having a play area can set a restaurant apart from its competitors. It becomes a unique selling point that can influence a family's decision when choosing where to dine. This competitive edge can be particularly valuable in areas with many dining options.

“There’s also the economic argument: Small businesses can build balanced foot traffic throughout the week and the day instead of seeing a few peak hours. A coffee shop might, for example, see traffic stay consistent after 3 p.m. on weekends when it’s typically the hottest outdoors for children. Parents would have the chance to grab a midday pick-me-up while also watching their children play in the play area indoors," explained a Next City op-ed by Barry Greene, Jr.

Play Spaces in Shopping Centers: A Game-Changer

Shopping centers face their own set of challenges, particularly with the rise of online shopping. By incorporating play spaces, they're finding new ways to attract visitors and enhance the overall shopping experience.

“Developers are increasingly prioritizing community-centric design principles to create spaces that not only cater to the diverse needs of local residents but also foster a sense of belonging and connection,” reported Build Design + Construction magazine. “By curating a diverse mix of retail, dining, entertainment, and recreational offerings, shopping centers can serve as gathering points where communities come together to shop, dine, socialize, and participate in a variety of activities.”

Play spaces can help in this effort by offering:

• Increased Foot Traffic and Dwell Time: Play areas in shopping centers act as magnets for families, drawing them to the mall and encouraging them to stay longer. This increased foot traffic and extended dwell time benefit not just the play area but all the surrounding stores and restaurants.
• Improved Shopping Experience for Families: Shopping with children can be challenging, but play areas provide a much-needed break for both parents and kids. Parents can take turns watching the children and shopping or use the play area as a reward for good behavior during shopping trips. This makes the entire shopping experience more enjoyable and manageable for families.
• Attraction of Family-Oriented Retailers: Shopping centers with popular play areas become more attractive to family-oriented retailers. These businesses recognize the value of being located near a space that draws their target demographic, creating a mutually beneficial ecosystem within the mall.
• Community Engagement and Loyalty: Well-designed play spaces can become community hubs, hosting events and activities that bring people together. This fosters a sense of community and strengthens the emotional connection between the shopping center and its patrons, encouraging loyalty and repeat visits.

“Children’s play areas at shopping malls have become an attractive destination not only for kids but also for families,” explained Richland Mall in Columbia, South Carolina. “With modern, safe, and creative designs, these play areas offer not just entertainment but also opportunities for social, physical, and cognitive development.”

Types of Play Spaces

The type of play space can vary depending on the available area, budget, and target audience. Here are some common options:

• Indoor Playgrounds: These can range from small, soft play areas for toddlers to larger structures with slides, climbing frames, and obstacle courses.
• Outdoor Play Areas: For restaurants or shopping centers with available outdoor space, these can include traditional playground equipment or nature-inspired play elements.
• Interactive and Educational Play Zones: These areas often incorporate technology or educational elements, providing both entertainment and learning opportunities.
• Themed Play Areas: Play spaces designed around specific themes (like pirates, space, or underwater worlds) can create immersive and exciting experiences for children.

Considerations for Implementation

While the benefits of play spaces are clear, there are several factors to consider when implementing them:

• Safety and Maintenance: Safety should be the top priority when designing and maintaining a play area. This includes using appropriate materials, ensuring proper supervision, and conducting regular safety checks and cleaning.
• Design and Space Requirements: The play area should be designed to fit seamlessly with the existing space and aesthetic of the restaurant or shopping center. It's important to consider factors like noise levels, visibility for parents, and accessibility.
• Age-Appropriate Equipment: Play spaces should cater to a range of ages, with equipment and activities suitable for different developmental stages. This ensures that the area remains engaging for children as they grow.
• Integration with Existing Business Model: The play area should complement, not detract from, the primary business. For restaurants, this might mean positioning the play space where it doesn't disturb other diners. For shopping centers, it could involve strategically locating the play area to maximize foot traffic to surrounding stores.

Churchich Can Help You Create Your Play Space

The addition of play spaces in restaurants and shopping centers is more than just a trend – it's a strategic move that benefits businesses, families, and communities.

By creating environments where children can play and parents can relax, these establishments are fostering positive experiences that keep customers coming back.

At Churchich Recreation, we understand the power of play in enriching communities and creating memorable experiences. Our expertise in designing and implementing unique play spaces can help your restaurant or shopping center harness the benefits.

Contact Churchich today to learn more about how we can help you create a play space that will delight all the families that patronize your business.