Talking Investment: Why we should invest in making our cities ‘more playful’

Today, people demand more from their city centres – it is no longer just about physical buildings but the “overall experience”. Derby-based Katapult is a designer of themed attractions across the world. Here, Robbie Jones, the firm’s insights director, explains how learnings from his industry can be applied when it comes to investment decision-making.

The most interesting destinations in the world right now have one thing in common – playfulness.

They exude confidence, ambience and gamification that drags disenfranchised and disconnected people away from their digital lives in the suburbs.

These destinations can be cities, towns and villages, but more notably they can also be theme parks and resorts too.

What was once simply a summer day out riding rollercoasters, is now a direct competitor to visiting a city, in the eyes of both residents and tourists.

Fresh and exciting investment in the UK will exacerbate this as well as heightening the expectations of tomorrow’s guests.

The eye-catching announcement of a Universal theme park set to open in 2031 in Bedfordshire is the tip of the iceberg.

I’d also point to the forthcoming projects of Puy Du Fou (Oxfordshire), Great Wolf Lodge (Derbyshire & Hampshire), Therme Group (Manchester) and Eden Project (Morecambe and Dundee).

You see, destinations such as theme parks have become more nuanced with their offer in the last 15 years.

A visit isn’t just about testing your mettle on a 65mph coaster, it’s about great food, immersive entertainment, new retail experiences, relaxation spaces and even the opportunity to learn.

Talk about stealing the thunder from what our city centres should be.

Needless to say, these ‘play’ destinations are doing something better than any city is currently doing.

They understand what their guests think, feel and do. And right now, guests think the world is all negative, feel lonely, and do whatever our inner-child whispers – escape or play.

The good news is that our cities are finally responding. None more so than the city of Derby.

It’s been heartening to see both community and council grapple the public realm post-Covid and inject the city with colour and creativity. Not to mention more festivals and events.

Derby has also taken a huge step in opening new anchor attractions, for example Vaillant Live, Derby Market Hall and the new sports facilities at the Derbion.

A long-awaited response to residents that are crying out for “something to do” in the city.

Now the next steps are the most important.

Derby has long been without its major live entertainment venue until 2025, and in that time, the way the city is used and viewed has changed.

It took 10 years to lose the bustling crowds and spend that the Assembly Rooms welcomed – it will take another 10 years to recoup them.

There remains substantial economic leakage within Derby, particularly for leisure spend.

While the recent developments listed above go some way to dealing with that, we need more proactive leisure operators who see the potential that the city has to offer.

We are a city of pioneers and should do our utmost to find the playful souls that will make our city more unique and exciting.

Experiences rooted in local culture become an iconic reason to visit a place.

Need examples? Look no further than the York Ghost Merchants and the Disgusting Food Museum in Malmö.

In a world that today values escapism and play, it is within our remit as citizens to make our cities reflect our needs.

Through public art, public realm, attractions, experiences, festivals and events, we must encourage more play – as it isn’t just a commercial profit that can be achieved but a societal profit that generates positive affinity between the city and its people.