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WaterParks:
Increasing Tourism Profitability
Belgrade, June 7th
Tatjana Kos
ACTION PARK - Serbia
www.actionpark.es
Tourism Trends (WTO)
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TOURISM: growing Industry
Major growth: emerging economies
2011: +4,4%
5% of world’s GDP (Spain: 10%)
According to UNWTO, TOURISM means:
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Jobs
Trades
Economic growth
Development
Belgrade, June 7th 2012
TOURISM & LEISURE
• During your Leisure Time you try to find
Activities...THINGS TO DO..TO HAVE FUN
• Water Leisure Facilities is a PROFITABLE
approach:
– For the investor
– For the location/destination
– For the GUEST/USER (emotions / experiences)
• Two ways:
– Independent Facilities
– Part of a bigger complex: hotel, campsite,
theme-park...
Belgrade, June 7th 2012
What are we talking about?
Belgrade, June 7th 2012
What are we talking about?
Belgrade, June 7th 2012
Relocated sport courts
PARKING
OSIJEK WATERPARK
Belgrade, June 7th 2012
PUBLIC
PARK
CALCULATION HYPOTHESIS
of Osijek WaterPark
Belgrade June 7th 2012.
Calculation Hypothesis
ATTENDANCE PROJECTIONS
AREA
POPULATION
PENETRATION INDEX
Urban
130.000
25%
50 km from site
625.000
15%
51 to 350 km from site
1.955.000
3%
Tourism
40.000
1%
Season opening: 120 days
Average attendance: 7%
Belgrade June 7th 2012.
ATTENDANCE PROJECTIONS
AREA
POPULATION
ATTENDANCE
Urban
130.000
32.500
50 km from site
625.000
93.750
51 to 350 km from site
1.955.000
58.650
Tourism
40.000
400
Total estimated attendance: 185.300 visitors/season
Belgrade June 7th 2012
PER CAPITA INCOME ASSUMPTIONS
Ticket prices:
Adults ticket price
60 Kuna
Children tickets price
40 Kuna
Average admission price
57 Kuna
Discount factor
15% (-8,5 Kuna)
Gross average income per ticket
48,5 Kuna
Other incomes:
Belgrade June 7th 2012
Food (menu)
30 Kuna
Merchandising
10 Kuna
Renting (sunbeds, rafts, …)
10 Kuna
Others (photos, parking, …)
0 Kuna
ESTIMATED OPERATING EXPENSES
Salaries:
Full-time personnel (12 months):
* 1 manager
* 1 marketing manager
* 1 administrative
* 1 accountant
* 1 secretary
* 1 maintenance responsible
* 2 safety workers
Belgrade June 7th 2012
1.200.000 Kuna
ESTIMATED OPERATING EXPENSES
Salaries:
Part-time personnel (4 months):
1.672.000 Kuna
* 20 lifeguards
* 2 chief lifeguards
* 1 secretary
* 4 sales
* 3 ticket sellers
* 3 gardeners, 4 cleaners, 2 parking guards
* 8 waiters
* 1 doctor, 1 nurse
* 3 cooks
* 5 non qualified workers
Belgrade June 7th 2012
ESTIMATED OPERATING EXPENSES
Advertising:
Supplies:
500.000 Kuna
1.084.920 Kuna
Insurances:
300.000 Kuna
Other Services:
150.000 Kuna
Unforeseen expenses:
150.000 Kuna
TOTAL operating expenses: 5.056.920 Kuna
Belgrade June 7th 2012
INVESTMENT
Civil works:
- Demolitions & Excavations
- Pools construction
- Buildings construction
- Foundations & walkways
- Parking, fences, signage
- Pools Accessories
- Gardening
- Systems: water, drainage, electricity, installation, …
- Project, licenses, other unforeseen expenses
- Workers for Action Park installation works
Total civil works investment: 28.518.519 Kuna
Belgrade June 7th 2012
INVESTMENT
Action Park works and supplies:
- Slides & games
- Slides structures
- Exit towers
- Hydraulic equipment
- Theming construction
- Installation supervision
- Commissioning
- Supplies transport
Total Action Park scope of works: 3.500.000 €
(25.925.926 Kuna)
Belgrade June 7th 2012
STUDY RESULTS
for Osijek WaterPark
Belgrade June 7th 2012
DATA:
Operating days per season:
Belgrade June 7th 2012
120 days
Number of visitors:
185.300
Average attendance:
1.545 visitors/day
Peak capacity:
3.500 visitors/day
Average ticket price:
48,5 Kuna/ticket
Average food & others:
50 Kuna/person
REVENUES (per season):
Water Park tickets: 1.209.875 € (8.962.035 Kuna)
Food & beverage:
750.465 € (5.559.000 Kuna)
Renting & merchandising:
500.310 € (3.706.000 Kuna)
EXPENSES (per season):
Water Park operation:
682.684 € (5.056.920 Kuna)
In-park consumption:
337.709 € (2.501.550 Kuna)
PROFIT BEFORE TAX AND AMORTISATION (per season):
1.440.256 € (10.668.565 Kuna)
TOTAL INVESTMENT:
7.350.000 € (54.500.000 Kuna)
RETURN OF INVESTMENT PERIOD:
Belgrade June 7th 2012
5,10 years
Action Park. Partners, not just suppliers.
Thank you for your atention
Belgrade June 7th 2012