SuperCamps – our school holiday camps provider for children aged 4-14 – is firmer than ever on its mission to deliver the most engaging activities, promoting fun times and childhood development.
Through its Multi-Activity and specialist day camps during the school holidays, children learn new skills and confidence. One of the lasting outcomes of Covid-19 is the recognition that social environments significantly boost children’s growth from an early age. During restrictions, it quickly became apparent that there was a role for SuperCamps to play in continuing to support children, albeit from a distance.
Over the last two years, the need for children to be around their peers, to socialise and to have fun, has never been clearer. Indeed, with children’s wellbeing being one of the longer-term impacts of the pandemic, well-managed childcare plays a vital part in restoring young people’s confidence and a positive mindset.
Results from a YouGov survey, commissioned in March 2021, found that, by an overwhelming majority, parents’ greatest priority was for their child to be building social interactions, even beyond boosting academic knowledge.
Recognising the support that parents were desperately seeking, SuperCamps did what they do best and pre-empted parents’ needs. Firstly, SuperCamps Live* launched via YouTube. This involved a whole host of tasks and challenges being recorded by staff members and streamed live online on a weekly basis. Secondly, an online activity bank of 50 free resources was built, containing everything from story books, to crafting, to hands-on activities designed to stimulate and challenge. This diverse set of activities* helped give parents a break during lockdown and provide some fresh fun for children until they could join camp again in person.
As soon as camps could re-open safely, they did. Children were able to integrate with their peers in a fun, safe and social environment that allowed them to re-build bonds, connections and confidence. New activities such as zorbing, inflatable obstacle courses and laser tag provided fresh, exciting experiences that kept children entertained.
What’s more, the free resources have continued. The latest offering from SuperCamps as of May 2022 is a video library of free weekly bedtime stories, with one story shared via the brand’s social channels at the end of each weekend.
In October 2021, SuperCamps enjoyed a 71% return rate within the same year – and a 33% overall increase compared to earlier in the year. During 2022 more venues opened, with Easter 2022 delivering camps at over 45 sites across the UK – including a return to Abingdon School in SuperCamps’ hometown. This summer will be the true test of how SuperCamps are performing in a post-Covid market, as the long holiday period is coupled with less-restrictive travel. It is a chance to showcase a year of continual learning and improvements – with debuts at new ‘premium’ venues, the launch of SuperCamps’ parent App, a brand new ‘Take the Stage’ specialist course and a few fresh faces on the team. With 12 weeks to go until peak summer, the signs are good, with summer trading up 10% year-on-year.
“Great camp, great facilities. Friendly staff, my daughter loves it, I don’t worry while my daughter is at this camp. Very educational as well, [staff] don’t just leave them to play…” – Adele Feller, SuperCamps parent, June 2022
Transformational experiences can shape a child during their formative years, and parents often comment on the positive difference they notice in their child attending a few days of camp. Many children are meeting new friends from different backgrounds and are exposed to a range of different experiences: they are encouraged to try something new and to think differently.
We believe that by staying connected to our families online and while camps were unable to operate, we have an even richer understanding of what it is that our customers value the most.
As parents continue to keep a close eye on their child’s emotional progress following the impact of Covid, SuperCamps engages children on a positive journey through its immersive experiences of play, exploration and social interaction.
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Nigel Miller, CEO for Active Learning Group, added: |
“Extra-curricular activities have always been central to developing rounded individuals and have never been needed more. Delivering character building programmes underpinned by a robust wellbeing framework is what SuperCamps’ range of camp experiences does so well.”
