Tuesday, January 30, 2007 10:30-11:30 Just Add Water: Are water attractions a low cost solution or high cost head-ache for amusement park operators? Ulla Harrison Ole Bested Hensing Craig White Euro Attractions Show January 30 - February 1, 2007 Fibes Seville Spain
WRA 2 parks in 1 Ride park 21 rides Water park 7 rides and 3 pools WRA key facts Park 27 years old Waterpark opened in 1986 400 450 visitors annually Regional park WRA Geographical situation Equidistant Lyon Geneva-Grenoble Foothills of the Alps, microclima, very hot summers nobeachesor waterparks in the area 1
August too hot to visit park only to ride rides. Solution Create a waterpark, inaugurated 1986 One of the first in France - August and hot weather, best attendance refreshing waterpark!! - Danger!! Weather pattern cannot be trusted - Poor weather summer = poor attendance - Conclusion! A waterpark can bring terrific upsides but is more sensible to adverse weather than ride park WRA Waterpark in 2005, 19 years old Worn-out, dated and sub-capacity 2
2005 status After 19 years of waterpark, strong and indispensible image of waterfun. Rebuild and invest - only solution WHAT, HOW and WHY? Needs : Modernise Add capacity But also : Increase marketing value WHO? 4 suppliers contracted BRIEF Increase capacity Increase quality For the whole family Color, theming, fun 4 very different solutions 3
L ILE AUX PIRATES ACTION PARK, Spanish waterpark supplier since 1986 Radical solution everything out Very strong and attractive theming Capacity doubled Turn-key project TORNADO Speed slide 2 RING SLIDES MULTIPISTES Speed slide Family pool with 4 + 3 slides and tipping bucket 4
Adult pool with jaccuzi and bar Baby pool with slides and play animals Large beach with deck chair New shower and changing room HAPPY ENDINGS? Not quite Contract signed in january, works started february for an opening mid june Result finishing details missing WARNING : Desperatly wanting does not equal getting AND once the park is open it is very long to do the last details 5
HAPPY ENDINGS? Not quite Advertised ride capacity vastly overrated = long quees BUT : Tipping bucket crowd pleaser and large draw WARNING : Check rides attractions capacity with experience of other waterparks THE PLUS Absolutely outstanding theming! Colors Finish Details A clear wow factor! ON THE WHOLE - WRA needs a waterpark to complete offer in scorching summer months. - WRA now has a waterpark of high quality and terrific theming - QUALITY IMAGE of the whole park increased - BUT as attraction improves, demand increases and now again short in capacity 6
Tropical Islands Just Add Water Are water attractions a low cost solution or high cost headache for amusement park operators?
Tropical Islands Ole Bested Hensing CEO Tropical Island Management GmbH Germany
Tropical Islands All year facility 1.0 2.0 Mio. pax / a 30 per head spending 500 full time staff 100 artists
Tropical Islands Are water attractions a low cost solution or high cost headache for amusement park operators? A question of product positioning
Tropical Islands Positioning Attraction - Destination Action - Recreation
Tropical Islands Market Volume Market (Germany) Volume Growth / a Theme Parks 0.44 billion +1.8 % Wellness 72.9 billion +6.0 %
Tropical Islands Positioning Corporate strategy Traditional theme and amusement parks with their fairground rides offer an expressive action-orientated experience. Tropical Islands brand strategy is positioned diametrically opposite to such theme park action. Action Recreation
Tropical Islands Positioning Corporate strategy Recreation Tropical Islands CenterParcs Outdoor orientation Indoor orientation Phantasialand Heide Park Soltau Europa Park Action
Tropical Islands Product Positioning Tropical Islands is being developed to fill a unique position, setting it apart from conventional theme and amusement parks and converting Product it from Positioning a theme park into a vacation destination by offering the visitor diverse experiences, making it into Europe s largest tropical leisure world.
Tropical Islands The Dome
Tropical Islands Inside
Tropical Islands Inside
Tropical Islands Inside
Tropical Islands Water
Tropical Islands Water
Tropical Islands Water
Tropical Islands Water
Tropical Islands Thank you for your attention
Just add Water. Are water attractions a low cost solution or high cost head-ache for amusement park operators?
The benefits of adding Water. Creates a year round play environment. The ability to entertain and retain visitors during daily weather changes. Creates a new marketing advantage.
Create age appropriate play zones Separate age groups for Safety. Position age appropriate play features accordingly to maximize play value. Locate parents viewing area for maximum supervision of all children.
Safety Considerations. Fencing will control entry and exit points. Water depth determines liability and supervision costs. Safety signs will educate guests. Overspray zones will help recover water and eliminate accidents.
Start up and Shut down? A Water park with an easy start up and shut down program has a greater flexibility during changing weather conditions. Being able to alter between wet & dry attractions immediately will retain higher guests numbers.
Create a surrounding environment. Create a surrounding environment for your Water play ground. Increase adult interaction through a surrounding BBQ facility under shade sails. A coin arcade with games provides a quick meeting point in the event of a temporary rain storm.
Accommodating multiple cultures & abilities. Not all cultures treat water play grounds equally. Identify your audience and address their cultures needs & respects towards change rooms, bathrooms, signage and interaction. Ensure your Water play ground is handicap accessible.
Create the ability for change. Custom themeing appeals to children. The ability to change themeing addresses the ever-changing needs of children. Branding on equipment attracts sponsors and funding.
Return on investment Larger flume rides and slides will cost more but produce greater revenue. Interactive water play grounds cost significantly less but add an additional age group attendance. The two combined with adult attendance creates a family destination.
Educational & Interactive. Children need to be stimulated and will always seek excitement. Create an environment that appeals to children's mind and body. Seek an aquatic play ground product that provides an educational aspect.
Determine operational costs. Water depth will determine life guard and supervision needs. Daily start up and shut down can be automated or manual. Water recirculation adds initial cost outlay but recovers water cost.
Summary. Identify age groups & cultures Be prepared to market to all age groups. Design safe and interactive. Create a surrounding environment for both comfort & to generate revenue Design with future changes and upgrades in mind. Advertise and promote the educational and interactive aspect. Identify the true purpose and operational cost of your aquatic investment.