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ANATOMY OF A SUCCESSFUL WATERPARK

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- Concept to completion business model - 650 employees internationally ... The phased design creates new marketing opportunities for parks every few years. – PowerPoint PPT presentation

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Title: ANATOMY OF A SUCCESSFUL WATERPARK


1
ANATOMY OF A SUCCESSFUL WATERPARK
Waterpark Forum - EAS 2016
Grant Poje WhiteWater West Industries, Spain
2
WhiteWater West Industries Ltd.
- Founded in 1980 - Leading global designer
manufacturer of innovative waterpark products and
active family attractions - Concept to completion
business model - 650 employees internationally -
21 offices in North America, Europe, Asia South
America - 5000 projects worldwide
3
ANATOMY OF A SUCCESSFUL WATERPARK
4
Leisure in the Hospitality Industry
  • Top 20 Waterparks Worldwide

Waterparks Globally
TEA/AECOM Global Attractions Attendance Report
5
How do you measure success?
  • Guest Satisfaction
  • Repeat Visitation and Length of Stay
  • Per capita spend
  • Delivering ROI
  • Longevity of Design
  • I think the answer is.all of the above!

Solaris Aquapark at Solaris Resort Šibenik,
Croatia 2013 Addition
6
Guest Satisfaction
7
Maximizing Guest Satisfaction
  • High level theming and landscaping create an
    immersive experience
  • Innovation and Differentiation
  • Investment in facility and supporting
    infrastructure
  • Safety and cleanliness
  • Well trained and educated personnel

Trip Advisors Travelers' Choice Award 2016 Top
25 Waterparks in the World Siam Park in Canary
Island occupies a well deserved 1st position
8
Elevating Guest Satisfaction through Theming
  • Theming helps to create a story
  • Allows customers to escape when theming
    elements are immersive

AquaPlay at Aquatopia Indoor Waterpark  Tannersvil
le, PA, USA
9
The use of Theming
  • A special case of theming and storytelling

10
Branding
  • There is a trend in todays waterparks to
    integrate well recognized brands.
  • Create a network of parks
  • Provide a great family experience

LEGOLAND California Resort 2014
Expansion Carlsbad, California
11
Use of Natural Landscaping
  • Integration of slides into natural landscapes
    create a destination for the day
  • High level theming and landscaping creating an
    immersive experience

12
Innovation and Investment
13
Investment in Unique Attractions
  • Single ride additions, can take a park into the
    future
  • Provides Marketing opportunities
  • Clients will come back to see whats new

14
Investment in Mature Parks
  • Sustained investment in mature parks is a way to
    innovate and differentiate

15
Repeat Visitation
16
Repeat Visitation and Destinations
A trend to keep an eye on is the transformation
of theme parks into destination resorts by the
addition of themed hotels, second and third
gates, and retail, dining, and entertainment
developments
Source John Robinett, Senior Vice President for
AECOM Global Attractions Attendance Report 2013
17
Creating a Destination Center Parcs
  • Founded in the Netherlands in 1968
  • Today is split into two companies
  • Operates 26 villages across Europe and the UK
  • Large portfolio of indoor and outdoor activities
    including Water parks, adventure parks, SPA and
    Wellness and Sports activities.

18
Case Study Center Parcs
  • Inclusion of Pools and Waterparks into an
    immersive natural environment
  • Facilities integrated into the natural
    environment with natural theming indoors

19
Case Study Center Parcs
20
Repeat Visitation - Sandcastle Waterpark
  • Create unique services
  • Since 2009 they have seen a 131 increase in the
    number of guests with disabilities attending the
    waterpark
  • Revenue generated from the guests with
    disabilities and their families to an 100,000
    per annum

21
MAXIMIZING Per Capita Spend
22
Maximizing Per capita spend
  • Extending the operating hours to generate second
    gates
  • Host events that cater to non-traditional
    waterpark demographics to broaden your appeal.

23
Maximizing Per capita spend
  • Length of stay is proportional to per capita
    spend.
  • Separate ticket increases incremental revenues
  • Integrating Leisure activities (swimming, FB) to
    increase dwell time

FlowHouse Ibiza
24
Delivering ROI
25
Delivering ROI
  • Create a Vision
  • Choose the right design and products mix
  • Build a great team of designers and suppliers to
    make the vision a reality

26
Delivering ROI through Design
  • A good design and planning can help minimize
    operational costs i.e. number of lifeguards
  • Energy and Efficiency savings can also be found
    in the design of the rides, pools, mechanical,
    filtration rooms etc.
  • The right design allows a phased approach

27
Longevity of Design
28
Longevity of Design
  • A well planned design can make the waterpark a
    reference years into the future.
  • A phased design helps control initial spend
  • Phasing creates a sense of discovery for annual
    pass holders

29
The ability to make concepts a reality
  • Careful planning in the beginning can lead to
    excellent execution
  • The phased design creates new marketing
    opportunities for parks every few years

30
SUMMARY
31
What makes a waterpark successful?
  • Maximizing Guest Satisfaction
  • Building a strong base of Repeat customers
  • Maximizing Per capita spend
  • Delivering project ROI
  • Longevity of design

32
Thank you! Grant.poje_at_whitewaterwest.com
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