For most of my career, I have worked with kids’ clubs, and I absolutely love it. Over the years, I have learned so much from children, parents, and staff members, and even now, as a consultant, I continue to take notes and learn something new every day.
I often say that if you can successfully work with children, you can work with any age group. However, the opposite is not always true. When someone spends years working exclusively with adults and then tries to return to working with children, it is not nearly as easy. Somewhere along the way, many of us forget what it was like to be a child.
We forget how special it felt when an adult gave us their full attention, when a waiter or waitress asked us what we wanted to order, or when we checked into a hotel with our parents and someone looked directly at us and asked us questions. Those small moments matter.
We also have to think about the little details, such as what is being offered on children’s menus. Are the options kid-friendly? Are there enough choices to keep children excited while also providing healthy alternatives that parents appreciate? These seemingly simple decisions can have a lasting impact.
Today, more than 86% of families choose their next vacation destination based on where their children want to go, and brand loyalty often begins long before a child reaches the age of sixteen. When your team treats children as valued guests rather than an afterthought, you create stronger connections and increase loyalty to your brand.
This means that family sensitivity must extend far beyond the kids’ club. We need to think about how every department interacts with children and teenagers throughout their stay.
For me, consulting for a kids’ club is about much more than evaluating the club itself. It involves working with every department—from the front desk and housekeeping to food and beverage, recreation, and water sports—to ensure that every guest, regardless of age, feels welcome and valued.
A typical week on-site might involve spending five to seven days with the team, observing, training, and coaching. We cover everything from recreation leadership and creativity to guest engagement, role-playing scenarios, and games that require little or no equipment. Those simple activities become invaluable when budgets are tight or when teams need quick filler games.
The first day is often dedicated to observation. I watch how the team interacts with the children and their parents, review activity schedules, and inspect the club and storage areas. I look at what is worn out and needs replacing, the creativity behind the programs, the balance between indoor and outdoor activities, and whether there is a healthy mix of active and passive experiences. I also evaluate whether games are age-appropriate and adaptable for rainy days.
Many teams do an incredible job creating programs for younger children, but one of the biggest challenges is designing spaces and activities that attract and engage older kids.
When reviewing activity programs, ask yourself whether the crafts and games have inviting and exciting names. Do the titles spark curiosity and create a sense of mystery? Do they sound fun and engaging?
I love when families approach the team to ask about an activity simply because the name caught their attention. The right name can make all the difference, especially with older children. For example, if an older child—particularly a boy—sees “Beach Ball Games” listed on the schedule, it may not immediately grab his interest. However, if that same activity is called “Beach Ball Blitz” or “Tidal Wave Tag,” suddenly it feels more exciting and adventurous, making kids want to stop by and see what it’s all about.
Creative activity names are a simple but powerful way to build excitement, spark imagination, and encourage participation.
Next, I review the guest experience from arrival to departure. This includes registration procedures, welcome amenities, and farewell gifts. I evaluate staffing levels, communication skills, leadership abilities, computer proficiency, professional appearance, and certifications such as CPR and First Aid.
The physical environment is equally important. Is the facility clean and organized? Are books, games, and supplies in good condition? Is the space safe and free from hazards? Is the furniture child-sized and welcoming?
Think about it from a parent’s perspective. When parents drop their children off at a birthday party, they immediately wonder: Is the location clean? How many adults will be supervising? What activities will the children be doing?
Now imagine that same family visiting a foreign country for the first time. They may not speak the language, and they are entrusting strangers with their children. The responsibility of the team is to reassure those parents that their children are safe and about to have an unforgettable experience with people who genuinely care about creating magical memories.
Food and beverage outlets also play an important role. Are there child-friendly utensils and supplies? Have buffet offerings been adapted for younger guests? Are portion sizes, preparation, and presentation appropriate? Is the staff trained in family sensitivity? Are there creative tabletop activities? What does the in-room dining menu offer for children?
Communication and marketing are equally important. How visible is your logo and signage? Are weekly programs easy to understand? Do guests have access to information through in-room television, a mobile app, or other communication channels? Are there opportunities to use your branding in creative ways throughout the property?
Documentation matters as well. How does the team track participation and capture ratios? Are there daily and monthly reports? If you want to increase budgets, staffing, or resources, you need data to support those requests. Accurate records provide valuable evidence during peak seasons and help strengthen important conversations with management.
Family-friendly experiences should be visible throughout the entire property. Safety, thoughtful design, and support from every department all contribute to the guest experience.
If babysitting services are offered, there are even more questions to ask. What do the marketing materials look like? Is there a dedicated space? Do babysitters have their own uniforms and supplies, or are they using materials intended for the kids’ club?
These are just some of the many areas I evaluate, and they are areas that every property should continually monitor and improve. By staying focused on cleanliness, safety, creativity, engagement, and family sensitivity, we can create experiences that children will remember for a lifetime—and memories that families will return for again and again.
Of course, this is simply my opinion, but I sometimes feel that other departments may not fully understand or appreciate everything that goes into managing a kids’ club. Beyond keeping children entertained, teams are constantly balancing education and fun—what I like to call “edutainment”—while ensuring that every child remains safe and engaged.
The level of responsibility these teams take on is enormous. At the same time, they build an incredible amount of trust with parents. Before long, the kids’ club staff often become the family’s concierge. Team members need to know the operating hours of the spa, which restaurants offer family-friendly options, and where guests can find the best experiences around the property. They become a valuable source of information for the entire family.
That is why it can be surprising to discover that restaurant teams may not know the correct age groups accepted by the kids’ club or that front desk staff are unfamiliar with the club’s operating hours. The responsibility then falls on the kids’ club team to stay proactive by organizing departmental line-ups and briefings to keep everyone informed about operating hours, age requirements, weekly themes, and upcoming activities. The more knowledgeable the entire resort team is, the better they can promote and support the kids’ club experience.
Without question, it is a tremendous amount of responsibility. But at the same time, it is one of the most rewarding jobs anyone could ever have—especially if they’re willing to play a few games along the way!
I hope this information helps you and your property continue to take your kids’ club experience to the next level while also giving other departments a better understanding of the responsibilities, creativity, and dedication that go into creating exceptional children’s programming.
One great way to build awareness and teamwork is by hosting an open house for other departments. Invite team members to tour the kids’ club space, learn about the programs, and even participate in a few activities. When colleagues have the opportunity to experience the games, interactions, and energy firsthand, they gain a much better appreciation for the work being done and become stronger ambassadors when speaking with families and guests.
Favorite Quote: Enter into children’s play and you will find the place where their minds, hearts, and souls meet. — Virginia Axline
Next Up: Recreation Leadership and Action Plans