Munich Oktoberfest

Munich Oktoberfest Zachary Bickel | Erica Cheng | Michelle Hara | Crystal Wang It’s all about having fun together, celebrating Munich’s culture and history. Oktoberfest by the numbers 6.19 International7. Munich16 Locals 60 4 9 Visitors never exceed 7 million 6 million 5 million We need to look elsewhere. Cincinnati Sapporo Sydney Munich Sapporo Cincinnati Sydney Relationship with Germany Local Culture Profitability Risk Beer Consumption Government Support Hofstede Culture Dimension Scale Japan Germany Why Sapporo? 92 65 42 40 PEST Tradition Stability Celebration Uncertainty Indulgence Avoidance Culture Fun History Friends Beer7 Tents Games30 Station Food50 Vendors Target Market 19-35 year olds All economic classes Socially and culturally committed Sapporo Oktoberfest Marketing Print Campaign Social Media Corporate Outreach Key Performance Index Attendance Impressions Revenue 670K Online Traffic €81M ✔ Branding ✔ More Profits ✔ Quality Control ✔ New Market Presence Sapporo Attendance Targets 670K 10% 1.2M €67 First Year YOY Growth 8 Years Per Visitor Over next 10 years: €60M in Sapporo NPV €425M in Munich Adding Sapporo, 13.5% increase in NPV Danke! Appendix SWOT Target Tourism in Oktoberfest Analysis Calculations Japan Comparison Estimates Games & Cash Flows Stakeholders Appendix Food • High international visibility • Reached maximum capacity • Economic benefit to City of Munich • International perception varies • Culturally & historically rooted • Pressure on tent operators, rather • Overall positive reputation than city to create experience • Strong German economy • Expand festival fairgrounds and • Distorted brand image of Oktoberfest capacity internationally • Offer more variety in experience – • Limited supply of exclusive vendors food, drinks, events, etc. • Tent operators can drop out • Integrate more history and culture Appendix Targets • €67 Per Visitor – About €9 for a stein in Munich Oktoberfest – Beer is more expensive in Japan so we’d aim for €10 or more – Reasonable amount to spend • Target 1.2 to 1.3 M visitors in Sapporo in 8 Years – Target 670 k in the first year – 10% attendance growth YOY Appendix Tourism in Japan 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 Asia Europe 4,000,000 North America Total 3,000,000 2,000,000 1,000,000 0 Appendix Comparison Theresienwiese Odori Park (Estimates) • 420,000 m2 • 78,901 m2 • 35 Tents • 7 Tents • 114,000 Seats • 8,821 Seats • 6,500,000 Visitors • 1,221,000 Visitors • 12,000 Directly Employed • 2,254 Directly Employed Appendix Estimates Sapporo (Odori Park) Metric Munich (Theresienwiese) Estimates Size (m2) 420,000 78,901 Tents 35 7 Seats 114,000 21,416 Visitors 6,500,000 1,221,087 Directly Employed 12,000 2,254 Estimated Possible Total Annual Revenue € 435,000,000.00 € 81,718,892.86 Estimated Possible Annual EBITDA € 101,377,694.47 € 19,044,765.41 Estimated 10 Year PV Total Revenue € 1,823,725,357.21 € 253,058,800.82 Estimated 10 Year PV EBITDA € 425,023,154.16 € 58,975,902.97 Appendix Cash Flows Appendix Stakeholders Appendix Games & Food Types of Games Types of Food Traditional Games Japanese Food • Pachinko • Takoyaki • Goldfish Scooping Game • Kasutera • Water Balloon • Crepe • Sudoku • Cotton Candy • Taiko • Taiyaki • Hanafuda • Renju German Food • Shoji • German Sausage • Kancho • Pretzel • Chicken Appendix .

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