Strategic Design: Maximizing Space and Customer Reach

Dreamland Playground has chosen to focus the revenue-oriented design of the Junior Legends project on maximizing the usable space on the floor plan. Concerning the specific conditions of the urban indoor location, the layout was designed intentionally to avoid dead zones and keep a constant flow of guests to all the attractions. Shifting zones so that there was no/ minimal back and forth of guests was also aimed at reducing congestion and improving the retention of guests.

The Integrated Model for Peak Profitability

In addition to admissions, Junior Legends was also developed with the intent to help with the diversification of revenue streams through strategic space design and operational flexibility. The layout of the custom-built party rooms, the designed circulation of the different seating and party spaces, and the overall flow of the party rooms were all intended to maximize operational turnover and supervision effectiveness. Attraction Variety Enhances Stay Duration, Secondary Spending Upsells, Participation in Significant Birthdays and Group Celebrations, and Added Experiences. The modular, high-quality structural components lowered operational maintenance downtime, enabling operational consistency and efficiency of daily routines. All of these operational designs enable Junior Legends to maintain positive liquidity all week and during peak operational windows. Junior Legends is thus able to transform from an operational play space to an entertainment enterprise with outstanding revenue predictability.

High-Challenge Zone

To continue expanding on the success that the Junior Legends park has built over the years, new attractions must be developed. This new Ninja Course will be one of the most visually attractive attractions and will be tailored to the target demographics of children, teenagers, and adults. The course’s adjustable obstacles, grips, and difficulty levels ensure that the course will be built to endure both training and recreational use. A compact design that enables a high rate of turnover will heighten the course’s programming and design efficiency. The self-operated nature of the attraction will ensure that both throughput and attraction social media exposure will be augmented.

Main Play Area

Since the opening of Twin Peaks for regular play, the structure has become a focal point for engagement and revenue generation for Junior Legends. Capable of accommodating large numbers of children, the structure allows for prolonged play. Configurations such as slides, tunnels, climbing, and other interactive components facilitate a more diverse play experience. With vertical components, play area efficiency is improved as the structure holds more children while occupying minimal space. This area has the highest number of visitors, resulting in predictable weekday patterns and busy weekends. The Soft Play Zone has the lowest operating complexity, a longer lifespan, and provides more predictable revenue compared to other zones. This is especially necessary for JFC/FFC for the zoning to be profitable and sustain repeat patronage.

Interactive Fun Zone: Lego Land and inflatables

To appeal to a broader age demographic, the Lego Land and inflatable zones were merged to offer a more diverse and multifunctional guest experience. Alongside the physical activity, Lego Land encourages respiratory engagement in a low-active play setting. The inflatable attractions are designed to be energetic, captivating, and to promote active and spontaneous collective engagement from participants. The combination of these zones promotes the overall increase of guest dwell time and the dispersal of foot traffic in the location. From an operational standpoint, the zones offer instant engagement opportunities and high revenue rates, leading to a strong need for operational management, which in turn, supports the diversification of revenue streams and repeat customer visits, particularly for promotions surrounding birthdays.

Toddler Safety Zone: Dedicated Early-Age Play Area

Toddler Safety Zone was built within walking distance of the more intense attractions to provide the smallest guests with a safe place to play without the difficulty of a long walk to and from the parking lot. Strategically placed and designed to high safety and visibility standards, the Zone contains low-height climbing structures with soft materials, resulting in a parent confidence-boosting environment. In particular, the Zone adds to the value of Junior Legends and incentivizes the target family demographic to stay and come to the park more often. Although the Zone's ticket prices are lower than the rest of the park, the Zone attracts family units and children, heightening cross-spend and hence the park's revenue.

Having presence in multiple cities in Pakistan, Onederland is the first indoor family entertainment center in the country. With soft playgrounds, arcade games, birthday party rooms, and other classic amusement attractions, the Onederland entertainment center has the appropriate mix of features that allow the whole family to spend quality time together. Onederland is located right on Rashid Minhas Road, which has very high traffic due to many of the commercial and residential properties located in the area. Onederland has high brand equity, and the diverse entertainment options make the business very successful. Onederland is the standard for indoor playgrounds in Pakistan because of their ability to accommodate large groups, schools, and corporate events.

Location / Address: LA-2/B, Rashid Minhas Rd, Block 21, Karachi

Website: https://onederland.com.pk/