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

What are we talking about?

Belgrade, June 7th 2012

What are we talking about?

Belgrade, June 7th 2012

Belgrade, June 7th 2012

OSIJEK WATERPARK

PARKING

PUBLICPARK

Relocated sport courts

CALCULATION HYPOTHESIS

of Osijek WaterPark

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

STUDY RESULTS

for Osijek WaterPark

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

Belgrade June 7th 2012

Action Park. Partners, not just suppliers.

Thank you for your atention