Many businesses, including entertainment facilities, experience reduced revenues within the weekday daytime. Many don’t recognize that there is a large market out there that can be tapped if you design for them and meet their needs. That market is families with young children. By young children, we are talking about children age 5 and younger.
If we look at married-couple families with both spouses present and one or more children under age 6, 47% of them had a full-time stay-at-home parent in 2011; 40.9% had a full-time stay-at-home mother and 6.1% had a full-time stay-at-home father.
The younger the child’s age, the greater the percentage of stay-at-home mothers. In 2011, for married couples with both spouses present and one or more children under age 3, 44.5% of mothers were full-time stay-at-home moms. But 28% of the employed moms only worked part-time, meaning that in total, 60% of the families had a mother who was home during the weekday full- or part-time.
Stay-at-home moms (and dads too) with young children search out places where they can meet up with the other mothers with young children (and dads with dads) and socialize while their children are occupied. Those at-home parents have led to the growth and success of play cafes and children’s discovery farms that specifically target that market niche and also to children’s edutainment centers that attract those parents during the weekday. It is a revenue potential that many location-based leisure business fail to understand and capture.