10 Minutes with...

Welcome to the first of our '10 minutes with' sessions, where we catch up with some of BookNow's valued customers. Today we meet Adam Smith, Operations Director of Playcentral, owner of Dinotropolis, to discuss the process that led to choosing BookNow Software and how it helps them drive their businesses and create a truly impressive customer experience.

Adam came on board during the establishment of Dinotropolis and whilst he wasn’t directly responsible for choosing BookNow Software, he advises us that he is aware of the reasons behind the decision to appoint BookNow.


Adam has Extensive experience in the management of leisure facilities including, wet and dry leisure centres, dual use, golf courses, community halls and private health club facilities. He has also previously been responsible for the procurement of management software.


Dinotropolis is a new business launched in 2018 that promises to be the best day out in Kent. With three storeys of soft play, a whole host of dinosaur interactives and endless adventures to be had, Dinotropolis is a play park like no other.


BookNow was delighted to be chosen following a difficult tender process, to provide their CRM software.


Firstly Adam, tell us a little bit about Dinotropolis?


Dinotropolis is based in the premier Bluewater shopping centre in Kent, it makes up PlayCentral’s inaugural children’s activity attraction. Built as a dinosaur themed activity centre for children and their carers, it incorporates fun, educational and entertaining activities based around physical activity and intellectual curiosity, in an exceptional soft play setting. Through staff directly interacting with the children we are providing a fun and deeply engaging experience for our visitors.


What is your understanding of the decision to appoint BookNow?

The primary reason for choosing BookNow was due to its salesforce cloud-based platform. It allows us to easily log, manage and analyse our customer data in one place. In addition, when you compare this to other leisure management systems its functionality vs user ability is finely balanced. Some systems do not have much functionality, but you tend to use 90% whereby, some have lots of functionality, but you only use around 10% of its capability. BookNow sits right in the middle.

Following your first 3 months of using the software what you say is the key benefit.

I believe the main benefit of BookNow is its configurability. This allows our business to remain extremely flexible when making strategic decisions. For example, if we need to create a localised promotion, we can do so at the click of a button, without the need to call in a request and wait a few days for it to be turned around. In addition, the amount of available information via the dashboards allows me to make the informed decisions required to drive business. Furthermore, as we become more experienced with the system, we will be able to be more proactive with producing the correct reports we need.


And finally, what are you hoping to experience in the future

Like all leisure management software there are area’s in which we need to workaround in order to make it fit out business model. However, these are few and far between. And, with quick and efficient access to the team at BookNow we can easily provide feedback to support their development. Also, with the software being cloud based this will allow us to quickly upscale in the future if required. Finally, with our aim to become a fluid cashless operation we believe that BookNow has the integrations to help support our goal.


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