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Turn first-time families into loyal play centre regulars
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Families thrive on routine. Discover how to use passes, memberships, and themed events in Beyonk to boost loyalty and keep parents coming back.
The best performing play centres across the UK are finding repeatable ways to boost bookings, keep families returning week after week and reduce admin. Each blog in this 3 part series will focus on one of these optimisation opportunities with tweaks that take minutes, not months.
Why loyalty is important
Returning families book more consistently, spend more on add-ons, and are more likely to recommend your centre to others. They are also easier and cheaper to retain than acquiring new visitors.
Parents want predictable, fun experiences that fit their routines and make their children excited to come back. A few simple strategies in Beyonk can turn one-time visitors into loyal regulars.
In this blog, we’ll cover how to:
- Introduce passes and memberships that families value
- Create weekly themed sessions to encourage routines and create excitement
- Use social media to engage families and build community
- Incentivise repeat visits with bundles and perks
1. Passes and memberships that families value
Parents love a deal, and predictability. A pass or membership gives them both.
- Encourage commitment from parents, and guarantee attendees by creating a 5-for-4 visit pass.
- Create an monthly unlimited play pass to guarantee revenue in quieter seasons.
- Include multiple experiences in your memberships and passes to boost attendance in off-peak hours.
Parents are saving, and you are re retaining their loyalty.
2. Themed sessions spark imagination (and bookings)
Think “Bluey mornings”, “mini disco afternoons”, or “Miss Rachel Mondays.” They give parents a reason to visit this week, and leave children wanting more.
- Drive bookings mid-week and during school hours (e.g. under 3s sessions)
- Engage specific audiences (e.g. SEN-friendly mornings)
- Encourage social shares from proud parents tagging their day out
Top tip: Check your sales analysis dashboard to see when your customers are booking and offer a discount to drive engagement on your website.
3. Promote via social media
Social media can keep your play centre at the forefront for families and remind them to book again.
- Share photos and short videos from recent sessions to showcase the fun, with a booking link straight to your Beyonk shop (head to Products > Experiences > Shop > Copy the URL in the search bar).
- Post reminders about upcoming sessions and passes.
- Highlight themed events like “Paw Patrol Playtime” or “Hey Duggee Afternoons” to generate excitement.
Top tip: Use Beyonk’s Marketing Suite to generate and share customer testimonials from your happiest customers!
4. Incentivise repeat visits
Encourage families to make your play centre part of their weekly routine with small rewards.
- Add a 10% off discount code to your ‘thank you’ email to encourage parents to re-book.
- Add-ons like food, cake, party bags and balloons increase basket size and reduce parent stress which keeps them coming back.
- Use your customer list to track repeat customers and reward your top visitors by sending a personalised loyalty discount.
Repeat visitors become more engaged with your brand which creates stronger customer relationships and therefore more loyalty.
Fast Actions You Can Take Today:
- ✅ Launch a 5-for-4 or a 10-for-8 visit pass
- ✅ Schedule a weekly themed session such as a “Bluey morning”
- ✅ Share posts highlighting next week’s activities
- ✅ Add incentives for repeat bookings such as discount codes
Final thoughts
Families will keep coming back when visiting your play centre feels easy, rewarding, and fun. By offering passes and memberships, running themed sessions, promoting on social media, and giving small incentives for repeat visits, you make returning a simple choice for parents. These small actions can build loyalty, boost attendance, and keep your sessions full without extra stress.
Need help applying these tweaks in your Beyonk account? Visit the Help Centre or ask Arnie for instant 24/7 support.
