AIPA HKREP IFC(PRC)MBAC BPA(USA)

Transcription

1 Photo Opportunities Joseph Leung CPA (Practising) AFA AIPA HKREP IFC(PRC)MBAC BPA(USA) Dip Hot(CH) Dip Com (USA) Dip Acc (HKU) Executive Director, Revenue Ocean Park Corporation November 2015

2 GROWTH of INDUSTRY in REGION

3 Sentosa, Singapore COMPETITIVE LANDSCAPE Attractions Beijing Aquarium Dalian Laohutan Ocean Park, Dalian Sun Asia Ocean World Lotte World, Seoul Ocean Park Everland Resort, Seoul Universal Studios Japan, Osaka Tokyo Disney Resort -Tokyo Disneyland - Tokyo DisneySea Shenzhen OCT Splendid China, Windows of the World, Chinese Folk Cultural Village, Happy Valley Genting Highlands, Malaysia

4 COMPETITIVE LANDSCAPE Attractions Chengdu OCT Chimelong Parks, Guangzhou Ocean World Zhuhai Beijing OCT Lotte Beijing Aquarium World, Seoul Qingdao Polar World Shanghai OCT, Shanghai Disneyland (in progress) Ocean Park Dalian Laohutan Ocean Park, Dalian Sun Asia Ocean World Dalian Sun Asia Polar World Everland Resort, Seoul Universal Studios Japan, Osaka Tokyo Disney Resort -Tokyo Disneyland - Tokyo DisneySea Shenzhen OCT Splendid China, Windows of the World, Chinese Folk Cultural Village, Happy Valley Shenzhen OCT - East The Venetian Macao, City of Dreams, Fisherman s Wharf Hong Kong Disneyland, Ngong Ping 360, Noah s Ark, Hong Kong Wetland Park Genting Highlands, Malaysia Resorts World at Sentosa (including Universal Studios Singapore), Marina Bay Sands Integrated Resorts Sentosa, Singapore Adapt or Die 適者生存

5 EVENTS for SUSTAINING GROWTH

6 Ocean Park s 5 Events

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8 Ocean Park Situation Ocean Park Annual Attendance Attendance (million) Financial Year ends June

9 Ocean Park Situation Ocean Park Annual Attendance Attendance (million) Financial Year ends June 30 * Per management accounts, audited accounts yet to be published

10 Ocean Park Situation Historical EBITDA HK$ m Financial year ended June 30 * Per latest forecast

11 PRODUCT

12 Retail Operations Retail Operations is composed of Souvenir, Games, Photo and Concessionary Section POS YTD Sales Share Selling Area (sq. ft) Share on Area Stock Turnover (months) Souvenir 16 Stores 62% 27,000 82% 6.0 Games 32 booths 18% 5,600 18% 3.0 Photo 10 Stores 20% Total % 32, % 5.4 Logistic Team supports goods storage and movement for Retail, Food & Beverage, and General items of the Park Supporting Functions Storage Area (sq. Ft) Retail 9,200 Food & Beverage 4,500 General Items 2,000 Total 15,700 Total 8 vehicles (included one Chill Truck for F&B)

13 Target Guests Ocean Park takes care of customers from all walks of life Products ranged from types of basic to premium From Eastern to Western styles

14 Product Development 1. Guests around the world 2. Influence by weather 3. Ocean Park s Vision 4. New Attractions 5. Seasonal Events Climate & Weather New Attractions (Vintage) Seasonal Events Vision : Connecting people with nature

15 Product Development Seasonal Events

16 Product Development

17 Photo Operations 10 photo shops capture extraordinary memories from attractions and events, ie Halloween, CNY, X mas, Summer Splash etc. Operated by Kodak (HK) Ltd., nominated through tender process Kodak supplies all hardware, film paper and accessories for add-on purchase Staffing among Kodak and OPC per venue, actively share on selling experience for better productivity

18 Photo Operations 17 photo booths in total Operation covers exhibit photo, ride photo, animal encounter photo and seasonal photo service Shutters (located at the park entrance) serves as the central point for guests to preview and purchase their souvenir photos

19 Exhibit Photo Offering backdrop and photo products which are coherent to the theme of the exhibit Photo booth strategically located at the exhibit exit to maximize selling opportunity Grand Aquarium Image Gallery

20 Ride Photo Photographers take guest photo at the ride platform in additional to the automate photo captured on the ride Preprinted photos were shown to guests at the ride exit to stimulate purchase Rapid Image Gallery Arctic Blast Image Gallery

21 Seasonal Photo Seasonal photo booths such as God of Romance and God of Fortune Place for Chinese New Year and Santa House for X mas etc are setup during festival to drive additional photo sales. Special photo borders are used to enhance the overall photo presentation

22 Thematic Photo Frame Thematic photo frames to encourage repetitive purchase

23 Thematic Fixture and Decoration Thematic decoration on preview screen and fixture to drive guest s attention

24 Educational and Conservational Photo Folder Educational and conservational message incorporated into photo folder design QR code to show additional animal information Eco-friendly printing material (made of FSC paper)

25 Water Park Photo Photo Opportunities in Water Park: Water Slide (ride photo, roving photo) Funnel Ride (roving photo) Wave Pool (roving photo) Lazy River (roving photo) Kids Water Zone (roving photo)

26 Water Park Photo How to capture guest photo: Captured photo can be associated with either bar code medium or RFID device, say wristband Suppose guest wears a wristband that have a bar code or RFID, for roving photo, photographer will using a device to scan the wrist band and take photo for guest. For ride photo, guest will beep the wristband on a reader mounted on the preview area right after the slide. The captured photo will then be stored in the wristband device Guest can bring the wristband and read the photo(s) in the retail counter Assuming if the park will be using RFIP wristband, we can study the possibility to ride on it for recording the photo captured. Normally we can read orindary English or Numerical characters up to 32 digits.

27 Water Park Photo Retail set up: Depends on park s layout and size, it can be 1 main retail near the exit / locker area + 1 or 2 additional retail inside the park (optional) For any retail inside the park, 3 counters each. For the main retail near the exit, 6-8 counters. Mobile claim (ipad) will be added to increase the serving capacity if in needed Guest can choose either to pick photo right after purchase in any retail, or pick up at the main retail in the exit (the latter is widely adopted).

28 Water Park Photo Park networking: For ride photo, the camera has to be linked up to the preview area and the retail shop via optical fibre cable. For roving photo, if the park is wifi provided, the equipment can wirelessly transmit the photo data to the server in the retail room (dedicated wifi). Otherwise, photographer needs to upload the photo in the retail room with AP available. Retail shops (if more than one) have to be networked

29 Risk: Water Park Photo The strong seasonality which affects labor planning and equipment ulilization The wear and tear of equipment in humid environment is worst than in normal land park Difficulty in retaining staff due to higher labor turn over rate vs in land park due to tough working condition, such as allergic of chlorine, long hour standing inside water and high temp working environment and etc.

30 Hotel Photo Opportunities: Mascot meet & greet in hotel lobby and restaurants MICE event for the demand of photography service Wedding photography service / Banquet photography service

31 Hotel Photo - Mascot meet & greet in hotel lobby and restaurants Lobby / designated meet & greet area More applicable for buffet restaurant, breakfast and dinner are most common Photo will be preprinted for guest to view and purchase

32 Hotel Photo MICE event for the demand of photography service: Photography service demand for meeting, e.g. capture keynote speech speaker, onsite environment Photography service demand for group photo, with company / event logo on every photo Photography service for team building event, print as souvenir item from organizer to participant

33 Hotel Photo Wedding / Banquet Photography Service Photography service for Wedding / Banquet Photography service for Wedding / Banquet with instant printing capability, add on value of personalization such as couple s name and date on each print

34 Souvenir Operations Retail shops are designed coherent to the theme and attractions

35 Souvenir Operations

36 Souvenir Operations Home design Ocean Park merchandises with related characters; Dolphin, Panda, Sea lion, Hammerhead Sharks, Red Panda, Sea Jelly, etc. Memorabilia include plush, apparel, caps, key-chains, bags, photo frames, stationary, umbrellas, educational toys, fashion jewelry, etc. Top Categories selling categories Share (Dec) : Plush 21% Apparel 12% Key chains 12% Bag 8% Hat 7% Top Sellers : Dolphin Mood Light Penguin Plush Penguin backpack (Set of 2) Ball Pen Walking Panda White Seal balloon Plush Panda Plush

37 Visual Merchandising ~ Family Tee East Retail GA Ocean potions Rain Forest Polar AAA

38 Game Operations 4 Game Zone; Whisker Harbor, Summit, Thrill Mountain & Old HK 32 game booths to cater different guest and their interest; Goblet Toss & Ring Toss for Family Hi-Striker & Basketball for Teenage Splash Gun & Lucky-Duck for Kid Thematic game plush with attractive colors to create hype Gross Margin 70% through Product Merchandising, manipulation on games rules and Hit rate.

39 Concessionaire Operations Henna & Tattoo at Waterfront - Rainbow Gallery Caricature & Tattoo at Old Hong Kong

40 Concessionaire Operations Locker Service 640 lockers in Park (approx. 3% service ratio per average 20K attendance) Additional cloak room service to meet extra demand from higher attendence Stroller Service 200 strollers in Park (approx. 1% service ratio per average 20K attendance) Include single, double and wheelchairs

41 2016 Tools of the Trade: Games & Retail Join Us May 20-22, 2016 BRANSON, MISSOURI Registration Now Open

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