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Fun City is ideal for everyone - from creative games to learning experiences, we have something for everybody. Broaden those smiles with assorted games and activities with the help of our fun-loving staff! Looking for thrilling rides or some quiet recreation time? Come play at Fun City - your ideal indoor playground!

Fun City’s philosophy is to ‘put a smile on everyone’s face’. A prominent entertainment brand in the UAE, Oman, Qatar, Egypt and India, we deliver family amusement in more than 33 locations. We are happy when others are happy and ensure that the entertainment experiences we provide are wholesome and that they nurture learning skills while having fun in a community-based environment.

Fun City is a part of the Landmark Group, a retail giant that operates in 15 countries and has a turnover in excess of USD 3.8 billion. For more information visit www.landmarkgroupme.com

Guaranteed smiles!

Evolution

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It all starts with a smile!

Our goal at Fun City is to provide exceptional value to our guests and to become the offer of choice in whichever market we operate. Being one of the most innovative brands, Fun City has pioneered in various functions and has set industry benchmarks. Fun City is the most trusted indoor leisure brand with real focus not only on serving the excitement-seeking individuals, but also playing an essential role in the community that we operate in. Being a community-centric family entertainment centre, Fun City not only provides redemption, video, novelty games, attractions and rides, but also is host to the best birthday parties and school trips. It is this community feel and excellent customer relations that helped us to gain trust, relevance and ultimately enabled us to give joy to our customers. Based on this success, we currently embarked on a huge growth plan. I would like to welcome you to be a part of this journey; after all, it all starts with a smile! - Silvio Liedtke - COO, Fun City

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The Fun City brand has evolved over a period of time but has always remained relevant to its audience. We rebranded in 2009 to take fun one level further. We strive to put a smile on children’s faces, and to do that, we must speak in their colours and moods. It’s a story of POWS and Smileys; the action and the fun that Fun City brings through a birthday party, school trip, or rides and games.

The Brand

Pow Smileys Pow Smileys

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Our Vision By delivering exceptional value and entertainment to all Fun

City guests, our brands become the offer of choice for indoor

and outdoor leisure activities in each and every market that we

operate in.

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At Fun City, we plan premium parties and offer countless celebration packages to choose from. Guests enjoy an amazing line-up of entertainment with fun activities including clowns, magicians, or our very own mascots. Enjoy face painting, balloon bending, juggling, tasty meals, party giveaways, and so much more. Fun City, the perfect place for the perfect party!

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Bday party images

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The Fun 'n Learn play area is designed for children from 0 to 6 years of age. Activities such as arts & crafts, singing, dancing, colouring, and pretend play take place within the recreation area by trained play leaders.

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Kids will be kids and what better place than Fun City’s ‘Play Zone’ for them to unleash their antics in a safe and fun environment. Modern soft-play areas are available for restless little ones to jump, hop, run, climb and slide.

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Image of PlayZone

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Kiddy Kutz is the perfect place for 0-12 year olds to enjoy a haircut while watching cartoons. Kiddy Kutz offers first haircut certificate, a souvenir lock of hair, and animated videos all in a safe, clean & hygienic, fun-filled ambience.

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With a range of exclusive custom-built rides constantly added to our outlets, we can guarantee that thrill will have a unique meaning for our visitors.

Fun City - a whole lot of thrilling fun as well as amazing rides to ensure that there is something for the entire family to enjoy together.

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Image of rides

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Slam a Winner Extreme, Deal or No Deal, Big Bass Wheel, UFO Catcher, Super Bikes 2, Harley Davidson and so many more. Best in the line of interactive entertainment, latest universal releases, classics, favourites, and legends of the video game world; we’ve got them all!

Redemption, Novelty and Video Games

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It’s always nice to be rewarded and even nicer when it’s for having FUN! Fun City’s redemption counter has all that you can dream of - bikes & cars, soft toys & stars.

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Chalk your cues, break the racked balls and call your shots at Fun City’s Cool Pool Zone.

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Knock all the pins down! Strike, spare or split every frame as you challenge your friends to a game of bowling at Super Strike, Fun City – Bawadi Mall, Al Ain

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In collaboration with leading ride manufacturers, Fun City offers custom-made rides for franchisees. These rides are specifically created to heighten thrill levels, offer unique excitement, and maintain product branding.

Made to order Fun

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To ensure that learning is fun, School Adventures offers packages for school trips that are not just restricted to the play zone and game machines, but are also the perfect opportunity for team building and learning new activities

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www.funcity.ae Funcity.ae is the first website in the middle east that provides birthday party bookings online.

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Growth and performance

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Number of Stores in 2012-13

Country

Number

2011-12

Number

2012-13

Ft2 in

2011-12

Ft2 in

2012-13

UAE 12 17 339,682 417,965

Qatar 3 3 74,465 74,465

Bahrain 0 2 0 17,058

Kuwait 0 1 0 28,000

Oman 1 1 20,905 20,905

Total 16 24 435,052 558,393

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Fully or almost committed units

Store Projected Opening Area

Century Mamzar, UAE Jan 13 10,420

Riffa, Bahrain March 13 9,085

Safeer Sharjah March 13 20,094

Abu Dhabi Mall, UAE March 13 31,183

City Mall, UAE March 13 15,446

Muharraq. Bahrain April 13 7,976

Ezdan Mall, Qatar April 13 17,675

Salam, Kuwait Aug 13 20,023

Buhraimi, Oman Dec 13 10,000

Yas Island, UAE March 14 65,400

TOTAL 282,302

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Number of Employees

406 456

556

0

100

200

300

400

500

600

2010-2011 2011-2012 2012-2013

FYE- Emp

FYE- Emp

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Last Years Revenue Performance 2011-12

Jul YTD Aug YTD

Sep YTD

Oct YTD

Nov YTD

Dec YTD

Jan'12 YTD

Feb YTD

Mar YTD

Apr YTD

May YTD

June YTD

Last Year Budget This Year

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Footfalls Growth

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

2011

2012

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A few interesting facts

Number of Employees - 456

Number of customers per year in UAE – 6.5m

CAGR of Landmark Leisure for last 5 years: 23%

Number of assets currently being managed: 2,758

Number of plays in all Landmark Leisure stores

last year: 57.5 m

Number of tickets redeemed in our stores: more

than 75m in the last year

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After Fujeirah images

• IMG2339

• IMG 2389

• IMG 2402

• IMG 2354/2385

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IBN Battuta LFL

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Before

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After

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MARKETING

AND

BRANDING

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Events Calendar

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Promotions Calendar

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Media

• Being a part of the service industry, Fun City has predominant focus on direct interaction with guests and one-to-one interactions for promotions and awareness

• The media mix of Fun City spreads across all possible media vehicles whether it be newspapers and billboards, to back of receipts at Carrefour

• Primary focus however lies in direct marketing via sms, email and flyer distribution to Fun City loyalty database

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Media Mix

Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12

Magazine/ Newspaper

SMS/ Emails

Radio

Flyers/ Receipts

Outdoor Ads

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Social Media

• Being a community family entertainment centre, social media forms a critical aspect of Fun City’s media mix

• Fun City’s facebook page and twitter profiles have a following in excess of 10,000 and numbers are growing by the minute

• The pages try to ensure that Fun doesn’t stop at the store level

• Fun city’s facebook page ensures that there is plenty of fun online whether it be via riddles and puzzles or via contests where you can win fabulous prizes

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Social Media

• The social domain also provides all guests a platform to ask us questions and is the first of its kind to have birthday party bookings application to facilitate getting all information and booking a party right from the facebook page

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TNS research for Customer Feedback

With the increasing trend in UAE where children are playing less and are tied up during the day with long and tiring routines, Fun City decided to understand this trend in a scientific manner

Fun City engaged a research company (TNS) that interviewed a sample size of 400 parents across nationalities in order to understand the playing patterns of children in UAE through a Kids Playing Behavior Index

The objective of this extensive time consuming and high cost research project is to raise salience for the need of a well balanced growth approach for children with a combination of indoor and outdoor play for the benefit of all residents in the country.

Being a leading player in the entertainment space and a part of the retail conglomerate, Landmark, Fun City invested USD 20000 for this extensive research. This imitative is in sync with the Group’s philosophy of “creating exceptional value for all lives we touch”,

As an extension to this research, Fun City also sought feedback from customer respondents with an aim to upgrade and review service levels in their centres in an unbiased manner. The research provided insights on the areas that drive consumer preferences in an entertainment centre, and Fun City’s service mix echoes the desired wish list of these consumers.

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Salient Observations

Some of the salient points that Fun City has to its advantage which also mirrored in the research findings are:

Out of the top three preferences of variety, safety and uniqueness, Fun City stands tall on safety and variety in the consumers minds.

Among the choice drivers, Fun City ranks high on the safe rides/attractions, food and centre hygiene, variety and uniqueness of the rides and games

Research also revealed that Fun City enjoys strong loyalty from consumers as they visit Fun City at regular frequencies.

The child satisfaction levels as cited by their parents scored a whopping 63% including a large number of parents finding it a safe place for their children to play.

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Understanding Drivers for Brand Choice

* Arrived through Kruskal Analysis

Having a variety of exiting activities are the key drivers for parents to choose a particular indoor park.

Being unique and safe too is important for choice of park.

Q25: Please tell me if you agree or disagree with the following statements….

Base:397

Understanding the playing behavior of kids in the UAE 78

Comparison of Brands

Fun City Magic Planet

Action Zone

Adventureland

Kidzania Children's

City Wanasa

Land

Base all Aware 143 129 82 29 94 39 81

Has Safe Attractions/rides 55 47 62 15 51 30 49

Has A Variety Of Activities 53 39 66 21 47 31 54

Has Food & Beverage Facilities 48 40 59 33 50 31 39

Has Exciting Activities 42 26 62 27 50 19 42

Has Unique Activities 41 24 45 27 46 14 36

Has Parking Area 41 37 67 29 35 39 38

I Can Easily Access 39 35 60 20 28 18 39

Provides Edutainment 37 24 36 21 46 13 30

Park That I Can Afford 35 31 60 19 17 15 41

Has Mostly Activities For Young Children 31 32 53 8 30 15 39

Has Proximity To My Residence 28 30 36 23 14 7 32

Has The Same Activities All The Time 26 16 34 2 18 17 26

Changes The Activities It Offers Frequently 26 23 38 19 24 7 28

Activities Mostly For Older Children 25 20 37 35 14 13 26

Has Many Locations 22 22 35 17 8 9 22

Always Has Promotions 22 17 22 13 18 8 24

Has Many Advertisements 16 8 29 13 23 7 24

Does Not Advertise 12 9 8 2 5 8 16

Relative Weakness

Relative Strengths

Arrived at through chi square

analysis Base:397

Understanding the playing behavior of kids in the UAE 79

Performance of Fun city on Choice Drivers

Has A Variety Of Activities

Has Exciting Activities Has Unique Activities

Has Safe Attractions/rides

Has Food & Beverage Facilities

Provides Edutainment

Has Few Activities

Changes The Activities It Offers Frequently

Ease of Accesibility Has Parking Area

Affordability

Has Mostly Activities For Young Children

Has Proximity

Always Has Promotions

Has Many Locations

Does Not Advertise

Same Activities Mostly For Older Children

Has Many Advertisements

Fun

Cit

y P

erf

orm

ance

Choice Drivers

Key Strengths

Immediate Action Needed

Hygiene

Low Priority

High Low

High

Understanding the playing behavior of kids in the UAE

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Fun City Last visit Summary I

Last visit in Fun City

Understanding the playing behavior of kids in the UAE

Time Spent in Fun City at last visit

Location of Fun city centre visited

Base: All visited Fun City (143)

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Fun City Last visit Summary II

Respondents satisfaction on there last visit at Fun City

Understanding the playing behavior of kids in the UAE

Activities done by child during last visit

Reasons for Liking there last visits at Fun City

Respondent’s child satisfaction on there last visit at Fun City

Base: All visited Fun City

(143)

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Child psychologist

• Keeping up with the Group philosophy, Fun City has added

one more feather to its cap that portrays it as a responsible

corporate citizen

• Fun City has empanelled child psychologists and parenting

experts who will provide parenthood insights and guidance to

parents while their children are playing at the centres

• They will assist the participants to enjoy the parenthood

journey while dealing with regular growing up issues of their

children using positive approach against the options of

reprimanding them for their mistakes

• These experts will be stationed at Fun City centres on specific

days and timings and will conduct a two hours interactive

session. Registration for these sessions will be free of cost.

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Mystery Shopping

• Fun City engages mystery shoppers on a daily/regular basis to

keep a check on the customer service quality standards in its

various centres. In the service environment, we have to

ensure that the guests get perfect service no matter which

center they visit or what time they visit. Mystery shopping

helps Fun City maintain standards of hygiene, cleanliness,

safety and most importantly, making sure that every guest

leave with a smile

• This process also reveals if our staff is learning the right

children’s management skills and the safety measures are

followed diligently as per the SOPs that the staff is trained in.

• It also empowers Fun City with the ability to see the business

through our customers’ eyes and help improve the product. It

helps us understand the kind of rides that are favoured, rides

that are most exciting and birthday parties that create lifelong

memories

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Sample Mystery Shopping report

Learning never stops at Fun

City. Mystery audits are

carried on a regular basis and

monthly scores for each store

help achieve us newer and

better standards of service

Every score is a new

benchmark and a new

challenge for our staff to

ensure, that we are adding

more and more FUN

everyday!

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SAMPLE

Audit report

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SOPs for operations

Fun City has created specific SOPs (appended herewith) for its various areas like Fun N Learn, Kiddy Kutz, Big Rides, etc. within the centres. These SOPs are match international standards that are expected from an entertainment centre operating in UAE. The staff responsible for operating these areas are expected to adhere to SOP book diligently. Some of the most important areas within this are:

From basic protocols of Switching on the various equipment inside the play areas, maintaining and checking cleanliness of each area and making sure that it is free from dust and trash or any other items that don’t obstruct the entry and exit to the area to exerting Safety measures to avoid any injury or Maintaining the minimum and maximum threshold levels for the ball pool area and regular cleaning of the balls therein so that children are safe in the ball pit. All these protocols have to be followed on a daily basis.

There are other checks like Maintaining proper activity logs by staff, observing and monitoring that kids follow the rules laid down for them during the operating hours of the centre.

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SOPs for operations

Another critical area where detailed SOPs are outlines are the Big Rides. Operating

these rides could be critical and dangerous. Therefore, an operator must possess or

acquire a certain level of competence before he or she is allowed to operate the ride

unsupervised. Based on the risk category of the ride, the operator has to undergo

training under constant supervision for the following period.

For a high risk category ride, the training period is as high as eight months; for a

medium risk ride, the training period is for 5 months and lastly for a low risk category

ride, the training is provided for 3 months.

Other standard SOPs that are followed are:

1. Ensuring that a proper registration process is followed

2. Getting Ready before opening of the store

3. Cleanliness check before customers walk in

4. Equipment check on a daily basis

5. Adhering to the Rules and Regulations and ensuring that all customers abide by

the same too for a hassle free playing experience

6. Following Child Safety Measures

7. Periodic Maintenance

8. Checklist before closing the centres

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1. Sample SOP for Bumper Cars

2. First page of an SOP is the Rules and Regulations sheet which is displayed at the entrance of each ride and play area

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The standard operating procedures, detail out step-by-step instructions for operating rides, managing play areas etc

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Standard operating procedures also train the shop floor staff on daily hygiene, contingencies, safety precautions and overall management of play facility as well as guests during busy hours

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