‘We will always be here’: Northampton soft play centre owner remains optimistic despite tough 2020

A soft play centre, which has been one of the businesses in Northampton most affected by 2020 and the changing Covid-19 restrictions, has managed to survive the year without risk of permanent closure, according to the owner.

The Riverside Hub in Carousel Way, Riverside, closed on Christmas Eve ahead of Northamptonshire moving to Tier 3 on Boxing Day, where soft play centres, cinemas, theatres, casinos and other entertainment venues are not allowed to open.

The couple who owns the family attraction felt ‘numbness’ when it was announced their business would have to close once again, but despite this they are still optimistic about 2021.

Ellis Potter, co-owner of The Hub, said: “We expected to be open throughout the Christmas and New Year period and then to have some sort of closure in January.

“We put the shutters down at 6pm on Christmas Eve thinking it could be many months or weeks before we are back open.

“I think things will get worse before they get any better.”

Due to different lockdown and tiers, soft play centres have been one of the business types most affected by the changing restrictions.

Ellis added: “We have been yo-yoing between relieved to be open and devastated to be closed.

“The first lockdown was really tough as there was no end in sight, then in August it was great to welcome families back, even if it was at reduced capacity.

“We then had the November lockdown, reopened for 20 days in December and then shut again.

“It was great to see families enjoying themselves and I think they really appreciated being able to put smiles back on kids’ faces, but now we are shut again.

“We have to abide by the rules and we have to just play the waiting game until things improve.”

For every day that the attraction is shut, Ellis says there is £1,000 in overheads, amounting to huge losses over the course of 2020, reaching seven figures.

Despite the tough financial situation, the owners say the business is not at risk.

“We are always going to be here,” Ellis continued.

“The positive thing that gets us through the dark days is that the business is safe.

“We will be able to weather the storm for the foreseeable future.

“I’ve resigned myself to not reopening to March 2021, but that is just a guess. February would be a bonus.

“It is, however, pleasing that the demand is there. Families really enjoy being here and people will be keen to come back once we reopen and that is what keeps us sane.”

Although Ellis and his co-owner and wife, Valentina, find the closures mentally tough, they plan to keep busy and keep their spirits up by working on The Hub and improving the attraction's features.

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