Liseberg Waterpark & Hotel Study Presented to: Liseberg June 2014 Leisure Development Partners LLP leisuredevelopment.co.uk Contents Introduction ............................................................................................................................................6 Introduction ........................................................................................................................................6 Disclaimer............................................................................................................................................6 Available Markets ...................................................................................................................................7 Introduction ........................................................................................................................................7 Resident Market..................................................................................................................................7 Resident Market Size ......................................................................................................................7 Resident Market Characteristics.....................................................................................................9 Tourist Market ..................................................................................................................................10 Tourist Market Size .......................................................................................................................10 Tourist Market Characteristics......................................................................................................12 Summary & Implications...................................................................................................................14 Site Assessment ....................................................................................................................................15 Introduction ......................................................................................................................................15 The Site .............................................................................................................................................15 Liseberg Theme Park Performance.......................................................................................................18 Introduction ......................................................................................................................................18 Attendance........................................................................................................................................18 Seasonality ........................................................................................................................................19 Visitor Mix and Market Penetration .................................................................................................20 Average Length of Stay (ALOS) and Entertainment Value................................................................22 Operating Performance ....................................................................................................................23 Per Capita Spends and Revenue Mix ............................................................................................23 Operating Expenses and EBITDA Margin ......................................................................................24 Summary & Implications...................................................................................................................25 Waterpark Benchmarking.....................................................................................................................26 Introduction ......................................................................................................................................26 Evolution of the Waterpark & Overview ..........................................................................................26 Visitor Origin & Market Penetration.................................................................................................28 Indoor Waterparks........................................................................................................................28 Outdoor Waterparks & Resort Waterparks..................................................................................29 Revenues...........................................................................................................................................30 Cost of Goods Sold............................................................................................................................31 Operating Expenses ..........................................................................................................................31 Summary and Implications ...............................................................................................................32 Peripheral Uses at Theme Parks ...........................................................................................................33 Introduction ......................................................................................................................................33 Second Gate......................................................................................................................................33 Entertainment Districts -- Retail, Dining and Entertainment (RDE) Zones .......................................33 Retail Centres....................................................................................................................................34 Shows / Events..................................................................................................................................34 Accommodation................................................................................................................................35 Summary and Implications ...............................................................................................................37 Waterpark Attendance .........................................................................................................................39 Introduction ......................................................................................................................................39 Market Penetration & Attendance ...................................................................................................39 Off-Site Markets............................................................................................................................39 On-Site Markets ............................................................................................................................41 Summary and Implications ...............................................................................................................42 Waterpark Revenues & P&L..................................................................................................................43 Introduction ......................................................................................................................................43 Per Capita Spend & Revenues...........................................................................................................43 Per Capita Spend...........................................................................................................................45 Other Revenues ............................................................................................................................46 Operating Costs.................................................................................................................................46 Staffing Requirements ..................................................................................................................46 Other Operating Costs ..................................................................................................................48 Profit & Loss......................................................................................................................................49 Summary and Implications ...............................................................................................................49 Waterpark Physical Planning ................................................................................................................51 Introduction ......................................................................................................................................51 Design Day Assessment ....................................................................................................................51 Retail .................................................................................................................................................52 Food & Beverage...............................................................................................................................52 Parking ..............................................................................................................................................54 Gothenburg Hotel Market Analysis ......................................................................................................55 Introduction ......................................................................................................................................55