Episode 477: Daniel Billington talks about community, competition and challenge, reinvesting in your venue and a recird setting bounce house

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Daniel Billington is the Head of Business Development of Air Parx division of Airquee Group, a manufacturer of inflatable attractions and active entertainment solutions. Daniel began his career in sports and leisure after graduating with a sport and fitness degree. His experience includes facility operations, business development with Technogym, and interactive entertainment with Rugged Interactive before joining AirParx in 2021. AirParx specializes in inflatable parks while also manufacturing trampoline equipment, soft play, and other attractions. In this interview, Daniel talks about community, competition and challenge, reinvesting in your venue, and a record-setting bounce house.

Community, competition and challenge

"If there's no challenge, no competition, and no community, what is it doing to bring us back for more?"

Daniel believes active entertainment can learn from the fitness industry's ability to build communities and encourage repeat participation. Whether through climbing, interactive games, or group activities, attractions can create experiences that motivate guests to return and improve their performance. Leaderboards, personal achievements, and friendly competition provide opportunities for guests to challenge themselves and connect with others.

Daniel also distinguishes between competition and challenge. While competition involves measuring performance against others, challenges can focus on overcoming personal obstacles. Both should be accessible and rewarding, allowing guests of different ages and abilities to participate. By incorporating these elements into attraction design, operators can encourage repeat visitation while promoting physical activity and social connection.

Reinvesting in your venue

"The question wasn't whether to invest in park improvements. It was about which attraction and when."

Daniel encourages operators to take a proactive approach to renovations rather than waiting until attractions become outdated or require urgent repairs. Daniel recommends developing a 12-month investment roadmap and setting aside approximately 3% to 8% of gross revenue for improvements. This allows operators to plan upgrades strategically and avoid relying on a few successful months to fund necessary changes.

Reinvestment does not always require installing a major new attraction. Daniel recommends evaluating underutilized spaces, safety concerns, and the entire guest journey. Replacing worn padding, refreshing branding, improving accessibility, or upgrading food and beverage amenities can meaningfully improve the experience. He emphasizes that parents influence return visits, making comfortable seating, quality coffee, reliable Wi-Fi, and other conveniences important considerations alongside the attractions themselves.

A record-setting bounce house

"If we take the largest we've ever done, it’s two and a half thousand square meters."

AirParx began when a customer challenged the company to create an enormous indoor inflatable attraction. What initially appeared to be a one-off project evolved