2015 IAAPA Food & Beverage Case Study

Ken Whiting C: 831-332-2043 Ken@northstarfandb.com

Lenny Freund C: 678-850-3002

Lenny@northstarfandb.com

Agenda

• Background on IAAPA Case Study

Projects

• Review and Process

• Fun Spot America

• Recommendations Made

• Actions Taken

• Results

• Q&A

History of Case Study 2007 – Elvis Presley’s Graceland

2008 – Castle Park, Riverside, CA

2009 – Mulligan Family Fun Center, Murrieta, CA

2010 – Dutch Wonderland, Lancaster PA

2011 – The Efteling, Netherlands

2012 – Funopolis Family Fun Center, Jefferson, GA

2013 – Wild Wadi Waterpark– Dubai

2014 – Saint Louis Zoo

2015 – Fun Spot Americas (both Kissimmee and Orlando locations) January 10 and 11: Site Visit February 16: Review & Recommendations Presented Thru May: Implementation (and continuing)

1) Understand Operating Schedule, Guest Demographics, Length of Stay, Facilities and Menu

2) Reviewed Current Results

3) Established Benchmarks or Goals

4) Recommendations Made

5) Implementation

6) Measure Results

Review & Process

• Family Owned and Operated

• Open Daily

• Free Admission

• Go Cart Track Innovator

• Worlds Largest Sky Coasters

• Only Wooden Coaster in

Orlando

• Gator Spot (opened 2015)

• Voted America’s Best FEC

• Orlando

• Kissimmee

John Arie, Sr John Arie, Jr.

Cotton Candy

Dippin Dots

Funnel Cake Cart

Funnel Cake

F&B Locations Kissimmee

Ice Cream

Snack Bar

Beer Kiosks

Fast Fry

Dippin Dots

Fast Fries

Funnel Cake

ICEE Mix It Up

Sky Diner

Snack Bar

Sweet Spot

Fast Fry

F&B Locations Orlando

Recommendations Made Soft Serve Ice Cream: There is an opportunity to grow sales in this menu category at the Orlando Park. The Kissimmee Park sells twice as much. We recommended pulling soft serve equipment out of inside restaurant building, and featuring this product in its own location. Additionally extending the menu to include shakes, sundaes, and floats. French Fry Stand: Location where Fast Fry concession trailer was located, deserved a bigger presence. Recommendation was to replace current stand with larger concession trailer, and to move smaller stand to Kissimmee. Snack Bar (Kissimmee): Reduce number of menu items, specifically those that will be available in the Fast Fry stand. Arcade Building (Kissimmee): Add Food and/or beverage signage outside of building.

Funnel Cake Location (Kissimmee): A. Reduce Menu B. Redo Graphics ICEE Mix it Up: A. Switch to new bottle; “double helix” B. add this concept to Kissimmee Go Kart Revenue Area Opportunity : Very narrow space. Fresh lemonade and Dippin Dots (verify if Dippin Dots will work on a cart) Dippin Dots: A. Add additional cart near go cart area B. Current cart add Sundae Shop items

Recommendations Made

Sales Tax: Add Sales Tax to Prices Menu Pricing: End in following price points: .29/.49/.79/.99 Beer/Wine: Pricing is low and should be able to have a price increase without negatively impacting sales volume. Craft Beers: The fastest growth segment within the beer category are craft beers. Effective selection and merchandising would deliver a higher retail price and unit sales. Churros: Use larger size (16”) and price the same as pretzels. Menu Item Movement: Assess menu item movement, and reduce menu where necessary.

Recommendations Made

Mobile Vending: On peak attendance days, utilize a mobile cart, selling key menu items, to generate incremental impulse spending.

Coupons: Consider using a coupon strip, handed out at main ticket area for the following reasons; a. Delivers a value message b. Promote a new menu or signature menu c. Build sales of slow moving menu items d. Drive traffic to locations during slower periods

Digital Menu Boards: Great use of digital menu boards! During daylight hours, many are very hard to read. Create a “shade cover” or a static menu to place in front of digital boards during these periods.

Snack Bar Locations (Both Parks):

Locations are very congested on counters with products. A more approachable appearance, would create increases in number of transactions, and higher average transactions.

Recommendations Made

Fresh Cut Fries: Currently fresh fries are all fresh cut. Great product. Recommendation was to promote this more, and brand/merchandise as “Fun Spot Famous Fresh Cut Fries”… or something similar. Beverages: Reviewed current sizing and prices for all beverages including Souvenir cup. Objective was to use beverage strategy to impact Cost of Goods. Sweet Spot: Candy store located at main entrance to Orlando park.

A. Sales opportunity by creating more impulsive environment. B. Have mobile merchandising rack with “best sellers” instead

of bottled beverage case. C. Consider at peak pedestrian traffic times, rolling merchandising rack outside of store, into exit/entry area, to sell from.

Recommendations Made

Pucker Powder: Seems out of place in ordering area of dine Product Dating: Very Good idea. Put stickers on bottom of containers for better merchandising of product.

Souvenir Bottle (Diner): Put sticker on bottom of the souvenir cups that can be purchased there. Remove sticker when purchased. Would distinguish between new purchase or free refill. Branded Concepts: Being a free admission, open gated park, with all restaurant brands easily accessible nearby, we believed that the use of a branded location was worth pursuing.

Recommendations Made

• Pricing: Sales tax was added to all menu prices.

• Upgraded the Fast Fry in Orlando and moved small Fast Fry to Kissimmee

• Added new Dippin Dots to Track area and added Sundaes to Dots Stand

• Changed ICEE Souvenir to the new Helix Design

• Changed the Churro to the larger size

• Placed Stickers on the Souvenir Cups in Sky Diner to ensure proper payment.

Actions Taken

• Turkey Leg Kiosk: Added to Kissimmee

• Beer Cart: Added in Orlando (late in season)

• Sweet Spot: Added Nutty Bavarian

roasted nuts, as well updated the arrangement of displays

• Branded Location: Tested White Castle

Actions Taken

Results: Period of April to September

2015 versus 2014 Kissimmee Park Funnel Cake +25% Snack Bar +21% Ice Cream +23% Cotton Candy +20% Dippin Dots +76% Admission “Cups” + 6% Funnel Cake Cart +22% Beer Carts +51% Fast Fry (New Location) Turkey Legs (New Location) Parties & Groups +59% Overall +34%

Orlando Park Sky Diner +20% Snack Bar 0% Funnel Cake +23% Admission “Cups” +52% Fast Fry +109% Dippin Dots +19% Sweet Spot + 6% ICEE Mix It Up +48% Dippin Dots 2 (new location) Parties & Groups +38% Overall +23%

Revenue Both Parks Combined: +28%

Cost of Goods (YTD), Improved by: Orlando: 7% Kissimmee: 2%

2015 IAAPA Food & Beverage Case Study

Ken Whiting C: 831-332-2043 Ken@northstarfandb.com

Lenny Freund C: 678-850-3002

Lenny@northstarfandb.com