Soft play runs on two revenue streams — drop-in visits and party bookings — and the smart marketing grows both while using your seasonality as the lever. Here’s how.

Win the biggest local search there is

“Soft play near me” is searched around 49,000 times a month in the UK — the largest local-demand term of any activity venue. Owning it starts with your Google Business Profile and local content: see local SEO for venues.

Turn party demand into party bookings

Parties are 40–60% of revenue, yet most party pages convert badly. Lead with a stress-free outcome, show packages and prices, and surface reviews — see booking conversion.

Use your seasonality

Rainy days and school holidays are when demand spikes and a campaign earns most: all-day passes, holiday clubs and rainy-day messaging. And don’t ignore AI search — parents now ask ChatGPT for rainy-day ideas.

For the full picture, see our soft play marketing page, or get a free audit.

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