WaterParks: Increasing Tourism Profitability Belgrade, June 7 th Tatjana Kos ACTION PARK - Serbia .
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Transcript of WaterParks: Increasing Tourism Profitability Belgrade, June 7 th Tatjana Kos ACTION PARK - Serbia .
WaterParks: Increasing Tourism
ProfitabilityBelgrade, June 7th
Tatjana KosACTION PARK - Serbia
www.actionpark.es
Tourism Trends (WTO)
• TOURISM: growing Industry• Major growth: emerging economies• 2011: +4,4%• 5% of world’s GDP (Spain: 10%)• According to UNWTO, TOURISM means:
– 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
Calculation Hypothesis
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%
ATTENDANCE PROJECTIONS
Average attendance: 7%
Season opening: 120 days
Belgrade June 7th 2012.
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
ATTENDANCE PROJECTIONS
Total estimated attendance: 185.300 visitors/season
Belgrade June 7th 2012
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
PER CAPITA INCOME ASSUMPTIONS
Other incomes:
Ticket prices:
Food (menu) 30 Kuna
Merchandising 10 Kuna
Renting (sunbeds, rafts, …) 10 Kuna
Others (photos, parking, …) 0 Kuna
Belgrade June 7th 2012
ESTIMATED OPERATING EXPENSES
Salaries:
Full-time personnel (12 months): 1.200.000 Kuna
* 1 manager
* 1 marketing manager
* 1 administrative
* 1 accountant
* 1 secretary
* 1 maintenance responsible
* 2 safety workers
Belgrade June 7th 2012
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: 500.000 Kuna
Supplies: 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
DATA:
Operating days per season: 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
Belgrade June 7th 2012
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: 5,10 years
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)
Belgrade June 7th 2012