Does a pub play area pay for itself? The ROI of outdoor play

(Pictured: The Royal Oak, Gretton)

Recently, The Plough in Prestbury was named Best Pub for Families at the 2026 Great British Pub Awards (as mentioned on the Morning Advertiser). Among the things that set it apart? A garden designed around families – including a fenced play area where children can play safely while parents relax. It's no coincidence. Of the six finalists in this year's category, four featured play areas or play equipment. For pubs looking to win more family trade, the message is clear: what's in your garden matters.

Families are one of the most valuable customers a pub can win. According to KAM's Family Dining 2026 report, 55% of UK families eat out at least once a week, spending an average of £4,698 a year doing it. But winning that trade isn't just about a good kids' menu – it's about giving families a reason to choose you, and a reason to stay. That's where an outdoor play area comes in.

(Pictured: The Tempus hotel)

The benefits of a beautifully designed pub playground not only keep children occupied for longer – and therefore parents happy – but can also help drive footfall and repeat custom (Morning Advertiser).

Kyle Godfrey, front-of-house-manager at Ffolkes in Hillington, Norfolk says “The playground is 100% something that, on its own, brings people to the pub”. He continues “One day the pub had a party of 45 turn up, mainly because of the playground for the children. People come here because the children are safe, they have somewhere to play”.

What's the return? A worked example

Every pub is different, so here is a simple example. Lets' say you invest £20,000 in a bespoke timber play area, including safety surfacing and installation, and budgets £1,000 a year for inspections and maintenance.

• Cautious scenario: 10 extra family visits a week in spring and summer and 3 a week in autumn and winter, plus a small increase in spend from families who already visit. That's around £25,000 in extra takings a year, and the play area pays for itself in just over two years.
• Strong scenario: 25 extra family visits a week in spring and summer and 8 in autumn and winter. That's more than £74,000 in extra takings a year, with payback in around eight months.

Put another way, to pay back a £20,000 play area in its first year, a pub needs about 15 extra family visits a week. That's around two a day.

Note: These figures are for illustration only and assume a 40% profit margin on the extra takings. You’d need to run your own calculations based on your business and turnover.

Making it work all year round

A play area isn't just for summer. The pubs that get the most from theirs follow a few simple principles:

• Zone your garden. Position the play area where parents can see it from their tables, but keep a quieter space for customers without children. The Plough's award-winning garden is designed in exactly this way.
• Plan for British weather. Durable, natural timber stands up to every season. Shelter and good drainage keep the space usable in spring and autumn as well as summer.
• Give families a reason to come back. Easter trails, Halloween events, summer fun days and school holiday activities turn your garden into a destination all year round.
• Think about play value. Climbing, sliding, swinging and imaginative play keep children interested visit after visit. A themed design linked to your pub's name or local area makes it memorable.