Megan Harr is the VP of Demand Generation at ROLLER, and mom to two energetic kids aged four and six. She recently sat down with Beth Standlee, Founder and CEO of TrainerTainment, to talk about a subject close to every parent’s heart (and calendar): birthday parties.
As Megan puts it, “I feel like I’m always at a birthday party, or planning one. When you have two little ones under seven, weekends are basically filled with cake, balloons, and trying to figure out how many snacks to pack for the car ride!”
Key takeaways from our conversation with Beth Standlee
From community halls to trampoline parks
Megan: “For my oldest’s sixth birthday, I decided to ditch the DIY route. We’ve done the park party. We’ve done the community hall. They’re fun, but I was juggling everything: venue, food, entertainment, decorations, favors, and of course, the cake. This year, I went for a local trampoline park, and honestly, it was a game-changer.”
“While the trampoline park I chose wasn’t powered by ROLLER, the experience opened my eyes to just how important flexible tools and communication are. Booking online was easy enough. But as soon as I needed to make changes, like updating food quantities or adjusting the guest count, it became much more complicated. I couldn’t do it myself in the system, and responses from the venue over email or phone were pretty infrequent. It just felt like I was back to managing logistics again.”
Beth: “That’s exactly what we see all the time. Parents want ease. And venues want to deliver great experiences. But the gap often comes from backend systems and a lack of automation. If a parent has to chase a venue just to confirm chicken nugget portions, we’ve missed the mark.”
Parents want to have their cake and eat it too
According to ROLLER’s Party Parent Report:
- 76% of parents say convenience is the #1 factor in choosing a party venue.
- Over half want online self-service tools that allow them to modify their bookings post-purchase.
- Nearly 60% say that unclear communication around extras like food or guest counts is a major frustration.
Megan: “That was me, 100%. I wanted a venue that could just handle it. But I also needed flexibility for last-minute RSVP changes, siblings joining, and keeping track of what I'd already paid for. I didn’t want to play email tag the week of the party.”
Making parties unforgettable and stress-free
Beth, whose company TrainerTainment trains family entertainment centers on delivering top-tier guest experiences, emphasized the value of clarity and ownership in party experiences.
Beth: “Every party should feel like it was designed for that child and that family. But venues have to support that by enabling their teams (and their systems) to adapt. It starts with knowing what parents actually want.”
Beth’s expert advice for operators
Drawing on her years managing a million-dollar birthday business and coaching operators through TrainerTainment, Beth offers these actionable tips:
1. Hire and train party hosts as performers, not just coordinators
Your host is your party’s star. Train them with an audition-style process, and empower them to engage children, bring fun energy to the event, and make every child smile. Use a structured Party Host Training guide that outlines flow, games, guest interaction, and problem-solving.
2. Build a repeatable sales and service process
Even if most bookings happen online, follow-up matters. Use the “ACDC” sales process: Connect, Qualify, Propose, Close. After booking, call within 48 hours to thank the customer, confirm details, ask any questions, and gently upsell add-ons. Then, call again 72 hours before the party to confirm guest counts and offer last-minute upgrades.
3. Design upsells and add‑ons that delight (and build revenue)
Simple items can boost experience and revenue:
- Customized lanyards keep game cards safe and add branded memorabilia to the event.
- Goody bags with bounce-back coupons.
- Additional play credits or attraction access.
- Glow-party extras or cookie-decorating stations.
- Gift for mom or dad (i.e. makeup product, hand cream).
4. Create a “birthday club” to cultivate loyalty
Set up a “Win a Free Party” signup at your center so families can join a club. On their birthday, mail a postcard and follow up by phone six weeks ahead, asking where they’d like to celebrate. A gentle personal reminder plants the seed early and keeps them coming back year after year.
TrainerTainment has a Marketing & Promotions Guide that is packed with cutting-edge strategies, actionable tactics, essential tools, and invaluable resources, including how to build a birthday club.
5. Make online booking truly self‑service
Parents are busy. They need to be able to book any time (after kids go to bed, and early mornings) without waiting for your business hours. Enable real-time flexibility, allowing customers to update guest lists, food orders, and invoices online.
Beth: “When staff are empowered with the right tech, and parents are given real-time control over the booking, without calling in, they feel like partners, not problems.”
Tech to the rescue: Enter ROLLER’s self-service party features
Megan: “That’s a big focus for us at ROLLER. Our self-service party booking tools were built to solve exactly this. With online guest list management, real-time RSVP tracking, editable bookings, and digital waiver collection, parents can actually enjoy the process.”
For example:
- With ROLLER’s Guest List Tool, parents can update RSVPs and track guest counts in real time.
- Through Online Accounts, they can modify bookings without needing to call or email the venue.
- Waivers can be easily shared in advance via a link.
While platforms like ROLLER help solve the tech side of party planning, Beth emphasizes that true success comes down to people, process, and care. “Technology is powerful,” she says, “but it’s what your people do with it that creates the magic.”
Final thoughts
Megan: “I’ll absolutely host at a venue again; it saved me time and gave my kid a blast. But next time, I’ll ask more questions about how easy it is to make changes and communicate. That matters more than ever.”
Beth: “Venues that understand that, and invest in tools to match, are going to win. Because ultimately, it’s about creating joy, not just transactions. It’s not just about balloons and cake, it’s about being part of moments that matter. When a parent chooses your venue, they’re handing you a memory. Take that seriously. Do it right, and they’ll come back for every milestone.”
Want to make your party experiences smoother for parents and staff? Book a demo today to learn more about ROLLER’s party booking features.
