DS (5) has had a few sessions at a holiday club over the holidays. He went on Friday and was crying when I picked him up. There didn't seem to be anything in particular that upset him, he just didn't want to be there.
It's his last session tomorrow and we've had tears about it this evening. He really doesn't want to go. He's saying that he doesn't know anyone (not strictly true, there's a boy from his football club that goes, and he's made a friend there too) and that no one will play with him. 
Apart from that, it's complaints about the food being too hot 
, the toys being boring and he just doesn't want to goooooo!
I've tried reminding him that it's only one more session tomorrow, then he's got the rest of the week with me/my mum and we've got some fun things planned. I've given him some strategies for making friends, reminding him that he didn't know anyone when he started school and now he's got friends there. We've also had a chat about positive thinking and how if he tells himself he's going to have a good time, then he probably will and vice versa.
It's not working though, he's still miserable about it and I really feel for him. I used to hate going to those kind of things when I was a kid, though I haven't let on to him. I have no concerns about the holiday club in general by the way, they've done some really fun things with the kids that even DS admits he's enjoyed and the staff all seem very nice.
Any other strategies I can use?