The Vision

Joe Bell, the Cafaro Company’s communications director, understood the need to upgrade the play area. He also wanted input regarding the best way to approach the project. He decided to consult with a mall tenant, who proved to be a fountain of inspiration.

The individual was a dental professional who operated an office within the mall. He recognized that supporting a new play site would help fulfill his mission of improving kids’ oral health while also providing additional branding and marketing opportunities for his practice.

The dental professional who inspired the vision for the play area is Dr. Daniel G. Very, DMD, MDS, the owner of Very Orthodontics. Dr. Very has dedicated his practice, which consists of offices in the Eastwood Mall, Boardman, Ohio and Wexford, Pennsylvania, to helping young kids, teens and adults develop and maintain healthier, more confident smiles.

The Challenge

After his fruitful conversation with Bell, Dr. Very knew he would need approval from the Cafaro Company to bring his vision to life. He met with the Cafaro brothers to discuss his sponsorship plan and seek their support.

The Cafaros loved the idea. Along with Dr. Very, they asked Soft Play to design a play area with an underwater theme based on “Captain McFinn & Friends,” a popular children’s book series created by one of the Cafaro brothers. These books use the adventures of Captain Finn and a cast of characters named Inky, Coral Rose, Gem, Tox, Bella, Stink and Stank, and Three Tooth to teach kids valuable social and emotional lessons.

The New Play Area

The Cafaros agreed to name the upgraded play area “The Very Orthodontics Smile Cove” after its sponsor. Upon completing the new design, Soft Play went to work bringing the vision to life and creating a memorable experience for the kids and their parents.

Examples of the many exciting features integrated into the cove include:

• Themed characters: The play area displays many of the characters from the book series. They’re all wearing braces to fit the dental health concept and help alleviate kids’ fears about visiting the dentist. Other play elements from a sea environment surround the characters to promote the underwater theme.
• Branded play elements: The various characters and other undersea features include the Very Orthodontics logo, providing additional branded opportunities and name recognition for the project’s sponsor.
• Soft play elements: The area includes various structures intended to reduce the risk of injuries to kids as they’re having fun. These features also give parents a heightened sense of security and more peace of mind.
• Ample seating: The new wall surrounding the play area includes seats for parents, enabling them to relax and enjoy watching their kids explore the Smile Cove. Places to sit are also available outside the play area where parents can take their kids to wind down after all the excitement.
• Safety carpeting: This kid-friendly surface offers additional cushioning protection from falls. It also meets the ASTM F1918-12 recommendations for safety flooring at contained playground entrances and exits.

Bell says that he had a strong sense that the new playground would be a hit during the construction phase based on the positive reaction from curious kids. He indicated that he often saw kids poking their heads through the draperies surrounding the work area and coming out with amazed expressions on their faces.

The Result

The excitement continued to grow as the completion of the new play area drew near, and the opening exceeded all expectations. Kids and their parents flocked to the site and were thrilled with what they discovered.