3 dreamland margate sc dreamland business plan
DESCRIPTION
3 Dreamland Margate SC Dreamland Business PlanTRANSCRIPT
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D 8,300,000 8,000,000 8,000,000 7,900,000 7,900,000 -4 -0.6
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Holiday 90%
Business 0%VFR 6%
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Other 4% Source: Margate Destination Benchmarking Visitor Survey 2004
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Source: Margate Destination Benchmarking Visitor Survey 2004
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C2 41%
DE 18% Source: Margate Destination Benchmarking Visitor Survey 2004
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Kent 39
Greater London 26
Essex 5
Middlesex 3
Surrey 3
Hertfordshire 2
Scotland 2
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South West 20.46 20%
South East 17.86 18%
North West 13.04 13%East of England 10.57 10%
Yorkshire 10.35 10%
London 10.14 10%
West Midlands 8.4 8%
East Midlands 7.37 7%
North East 3.64 4%
Total 101.83 100% Source: Visit Britain, United Kingdom Tourism Survey 2007
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Oxfordshire 630 1.9 4.0 1.6 243 1.5
Surrey 620 1.9 4.8 1.9 214 1.4
Berkshire 600 1.8 3.7 1.5 223 1.4
East Sussex 600 1.8 4.7 1.9 242 1.5
Hampshire 550 1.7 4.2 1.7 174 1.1
West Sussex500 1.5 3.2 1.3 137 0.9
Buckinghamshire 310 1.0 2.0 0.8 111 0.7
Isle of Wight 50 0.1 0.3 0.1 16 0.1
South East Total 4,470 13.6 32.4 12.9 1,578 10.0
Staying Visits
Source: International Passengers Survey
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# (! 7 #! ;' : = 44)Purpose % of Spend
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VFR 29
Study 18
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Trips 411,000 412,000
Nights (millions) 1.16 1.14
Spend (m) 54 59 Source: The Economic Impact of Tourism in Thanet 2006
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Retail 8.3 14%
Catering 13.1 22%
Attractions 6.7 11%
Travel 11.1 19%
Total 59.3 100% Source: The Economic Impact of Tourism in Thanet 2006
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Total 411 100% Source: The Economic Impact of Tourism in Thanet 2003
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Trips 86,000 86,500
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Spend (m) 29 30 Source: The Economic Impact of Tourism in Thanet 2006
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Total 30.1 100% Source: The Economic Impact of Tourism in Thanet 2006
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Kent 470 103 31 92 110,190 98,948 2,964 18,365
Total 556 122 35 99 132,646 119,336 3,428 19,898
Number of Schools Number of Pupils
Source: DfES School Statistics, 2006
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Primary Secondary Special Independent Primary Secondary Special Independent
Thanet 31 11 5 0 7,261 4,388 366 0
Total 31 11 5 0 7,261 4,388 366 0
Number of Schools Number of Pupils
Source: DfES EduBase and Kent County Council
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Blackpool Pleasure Beach 6,000,000 30 (incl. 5 entrance fee)
Brighton Pier 4,500,000 Free entry
Alton Towers 2,000,000 29
Chessington W orld of Adventures 1,500,000 23
Thorpe Park 1,500,000 35
Legoland 1,500,000 35
Adventure Island, Southend 1,500,000 22 (Free entry)
Flamingoland 1,400,000 23
Pleasure Beach, Great Yarmouth 1,400,000 18 (Free entry)
Drayton Manor 1,200,000 23
Wicksteed Park 643,000 10
Pa ltons Park 550 000 17 50
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Chessington World of Adventures 2,270,000 11,700,000 16,700,000
Alton Towers 290,000 2,420,000 12,400,000
Adventure Island, Southend 420,000 2,010,000 10,500,000Paultons Park 88,000 2,730,000 8,250,000
Blackpool Pleasure Beach 430,000 3,370,000 7,740,000
Dreamland, Margate 280,000 770,000 2,270,000
Great Yarmouth Pleasure Beach 140,000 604,000 930,000
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Blackpool Pleasure Beach 6,000,000 F
Brighton Pier 4,500,000 F
Willen Lake and Park 1,000,000 F
Harbour Park Family Entertainment 415,000 F
Mannings Amusement Park 250,000 F
Skegness Water Leisure Park 210,000 FNew Palace Family Amusement Centre 150,000 F
Source: VisitBritain Attractions Monitor
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Attraction Visits Entry
Portsmouth Historic Dockyard 513,000 16.00
Ironbridge Gorge Museum 494,000 13.75
Beamish 310,000 15.00
North Yorkshire Moors Railway 305,000 13.75
Severn Valley Railway 252,000 11.50
West Somerset Railway 250,000 5.00
Black Country Living Museum 237,000 9.95
Swanage Railway 197,000 16.00
Cutty Sark 160,000 5.00
Romney, Hythe & Dymchurch Railway 160,000 10.50
Anderton Boat Lift 155,000 6.50
Weald and Downlands Living Museum 136,000 7.70
Mid-Hants Railway 130,000 10.00
North Norfolk Railway 126,000 9.00
The Tank Museum 124,000 8.50
Gloucestershire & Warwickshire Railway 110,000 9.50
Midland Railway Centre 110,000 9.95
Moors Valley Railway 110,000 2.40
Canterbury Tales 96,000 6.95
Hartlepool Historic Quay 51,000 6.50
Chiltern Open Air Museum 50,000 7.50
Hollycombe Steam Collection 32,700 8.50 Source: VisitBritain Attractions Monitor
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Name Location
Quex Museum & House and Gardens Birchington
Patterson Heritage Birchington-on-Sea
Crampton Tower Museum Broadstairs
Broadstairs Leisure Broadstairs
Crafts USL Broadstairs
Little Art Gallery Broadstairs
Waterloo Museum Broadstairs
Drapers Mill Margate
East Northdown Farm and Gardens Margate
Hartsdown Leisure Centre Margate
Margate Lifeboat House Margate
Old Town Gallery Margate
Salmestone Grange Margate
The Shell Grotto Margate
The Tudor House and Museum Margate
Living Museum Walpole Bay Hotel Margate
Minster Abbey Minster-in-Thanet
Monkton Nature Reserve Monkton
The Spitfire and Hurricane Memorial Ramsgate
RAF Manston History Museum Ramsgate
Ramsgate Sports Centre Ramsgate
Sandwich & Pegwell Bay Nature Reserve Ramsgate
The Grange Ramsgate
Westcliff Leisure Park Ramsgate
Play Bay Ramsgate
Sarre Windmill Sarre
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# Theatre Location Capacity (seats)
1 The Marlowe Theatre** Canterbury 1000
2 Assembley Hall Theatre Tunbridge Wells 1000
3 Theatre Royal Margate 350
4 Gulbenkian Theatre Canterbury University 340
5 Granville Theatre* Ramsgate 280
6 Trinity Theatre Tunbridge Wells 280
7 Whitstable Playhouse Whitstable 186
8 Herne Bay Little Theatre Herne Bay 729 Roundhouse Theatre Dover 60
* includes cinema 200 capacity
* 25m reinvestment opening 2011, 1200 seats Source: Visit Kent
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Date Performance Type Price (Adult)
December The Fratellis Music (Rock) 20
January Aladdin Theatre (regional) 12
February Rendzez Vous Club Dance 5
Simple Simon & his Cat Kids Entertainment 5
4 Poofs & Piano Music/Comedy 15
Mr Wonderful Dancing Ballroom Dancing 8
A Night of Uk Wrestling Wrestling 10
Colin Fry British MediumShip Psychic Demonstration 17.50
Andy Abraham Music (X Factor) 20
March Billy Ocean Music (Soul) 22.50
The American Dream Theatre (regional) 6
Jekyll & Hyde Theatre (regional) 8
The All Stars Concert Band 11
Lemar Music (Soul) 25
Bjorn Again Tribute Band 17.50
April Disco Inferno Night Club 8.50
The Enemy Music (Rock) 18
Planet Thanet Beer Festival Festival -
Essence of Ireland Dance 17
Sooty in Space Kids Entertainment 12
It's Show time Local variety show 9.50 ? 6 , ,?. A / >
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Ashford International Hotel & Conference Centre Ashford Ashford 400 396 179 400 Yes
Wye Campus (Imperial College) Ashford Wye 285 216 26 500 Yes
Eastwell Manor Ashford Ashford 180 130 62 200 Yes
London Beach Hotel & Golf Club (Best Western) Ashford Tenterden 150 - 26 100 Yes
Holiday Inn Ashford Central Ashford Ashford 120 120 103 120 No
Boys Hall Ashford Ashford 50 - 8 50 Yes
University of Kent Canterbury Canterbury 1,700 1,200 3,500 1,200 Yes
Westgate Hall Canterbury Canterbury 400 - - - -
Canterbury Christchurch University Canterbury Canterbury 330 - 300 - Yes
Canterbury Cathedral Lodge Canterbury Canterbury 250 - 35 - No
Abbots Barton Hotel (Best Western) Canterbury Canterbury 180 - 52 90 No
Abode Hotel Canterbury Canterbury 150 121 72 18 Yes
Chaucer Hotel Canterbury Canterbury 100 123 42 42 No
St Martins Priory Canterbury Canterbury 50 56 - 35 No
Express by Holiday Inn Canterbury Canterbury Canterbury 36 - 89 120 No
Falstaff Hotel Canterbury Canterbury 16 - 47 10 No
Dover Cruise Terminals Dover Dover 500 1,300 - 1,120 No
Ramada Dover Hotel Dover Dover 350 400 68 120 NoThe Bell Hotel Dover Sandwich 150 113 34 6 No
Pines Calyx Dover Dover 100 - - - No
Mercure Hythe Imperial Hotel & Spa Shepway Hythe 220 220 100 200 Yes
Port Lympne Mansion Shepway Port Lympne 150 360 - 600 Yes
Express by Holiday Inn Folkestone Shepway Folkestone 40 39 100 100 No
Winter Gardens* Thanet Margate 1,533 1,062 - - -
Margate Media Centre Thanet Margate 100 - - - -
Broadstairs Pavillion Thanet Broadstairs - - - - -
Canterbury Christchurch University - Broadstairs Campus Thanet Broadstairs 90 - - - -
Courtstairs Manor Thanet Ramsgate 80 - - - -Total 7,440 4,843 5,031 Source: Kent Conference Bureau, (East Kent)
* Winter Gardens is not listed by the Kent Conference Bureau
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8.00 30% 2.0412.00 20% 2.04
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Population % VisitingPer Year
No. ofVisits per
year
No. ofVisits
%
Visits from Home0 -15 mins 124,000 30% 2.5 93,000 25%
15 - 30 mins 145,000 20% 1.5 43,500 12%
30 - 60 mins 533,000 10% 1.2 63,960 17%
60 - 90 mins 1,444,000 5% 1.1 79,420 21%
Over 90 minutes (15% of Day Visits total) 41,982 11%
Students (Further education) 5,000 5% 1 250 0.1%
Secondary school (11-18) 4,000 10% 1 400 0.1%
Primary school (5-11) 2,900 20% 1 580 0.2%
Total Home Market 2,257,900 323,092 86%
Leisure Staying Visitors
Thanet Domestic Holidaying 284,280 35% 1.5 149,247 40%
Thanet Domestic VFR 82,400 35% 1.25 36,050 10%
Overseas Holiday, Study, VFR 74,390 30% 1.25 27,896 7%
Kent Domestic Holidaying (less Thanet) 1,795,720 6% 1 107,743 29%
Kent Domestic VFR (less Thanet) 717,600 6% 1 43,056 11%Kent Overseas (less Thanet) 411,775 3% 1 12,353 3%
Total Tourist Market 3,366,165 376,346 100%
699,438 186%
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Year 3
Pessimistic
(-30%)
Prediction Optimistic
(+30%)
Pessimistic
(-30%)
Prediction Optimistic
(+30%)
1 120 294,000 420,000 546,000 588,000 840,000 1,092,000
2 105 257,250 367,500 477,750 514,500 735,000 955,500
3 100 245,000 350,000 455,000 490,000 700,000 910,000
4 102 249,900 357,000 464,100 499,800 714,000 928,2005 104 254,800 364,000 473,200 509,600 728,000 946,400
6 106 259,700 371,000 482,300 519,400 742,000 964,600
7 108 264,600 378,000 491,400 529,200 756,000 982,800
8 110 269,500 385,000 500,500 539,000 770,000 1,001,000
9 112 274 400 392 000 509 600 548 800 784 000 1 019 200
Paying Visitors Total Visits
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1 2,352 3,360 4,368 4,704 6,720 8,736
3 1,960 2,800 3,640 3,920 5,600 7,280
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1 1,411 2,016 2,621 2,117 3,024 3,931
3 1,176 1,680 2,184 1,764 2,520 3,276
Ticket Purchases Visits
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DaysPeak
6 summer weeks 42
Weekends Jun, Jul, Sep 20
Total: 62
Shoulder
Easter 14
May Half Term 7
Jun, Jul, Sep weekdays 60
Oct Half Term 7
Total: 88
Off Peak
May Weekdays 20
Oct Weekdays 15
Total: 35
Winter FestivalWeekends December 12
Weekdays December 25
Total: 37
Closed
Nov, Jan, Feb, Mar, Apr 118
Apr weekdays (exc Easter) 15
Oct weekdays (exc Half Term) 10
Total: 143
)1 ; A
Day Analysis
Days per
Annum
Hours Per
Day
Hours Per
Annum Opening Times
Peak Days 62 11 682 10.00 - 21.00
Shoulder Days 88 10 880 10.00 - 20.00
Off Peak Days 35 8 280 10.00 - 18.00
Winter Festival Weekends 12 12 144 10.00 - 22.00
Winter Festival Weekdays 25 5 125 17.00 -22.00
Totals 222 2,111
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4.00 35% 1.19
8.00 25% 1.70
12.00 15% 1.5316.00 20% 2.72
30.00 5% 1.28
100% 8.43
Visits 350,000
Revenue: 2,948,936
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g pper person (exc
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p
Paying Visitors 350,000 5.00 1,750,000
Non Paying Visitors 350,000 2.50 875,000
Total gross: 700,000 3.75 2,625,000
Net profit: 12.5%
Total net profit: 328,125
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Salary Duties 1 General Manager 50 000 Management Financial control
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1 General Manager 50,000 Management. Financial control.
2 Curator 25,000 Archive development. Preparing Stage 2 exhibition
3 Education Officer (P/T) 10,000 Schools programme.
4 Administration Assistant 18,000 Office administration & reception.
5 Operations Manager 28,000 Park operations and events. Recruiting staff.
6 Assistant Operations Manager 22,000 Park operations and events.
7 Rides Supervisor 18,000 Supervision of the rides.
8 Rides Supervisor 18,000 Supervision of the rides.9 Marketing & Events Manager 40,000 Developing & delivering marketing plan. Planning
10 Marketing & PR Assistant 20,000 Delivery of aspects of marketing activity.
11 Admissions Supervisor 20,000 Supervision of ticketing.
12 Group Bookings 18,000 Taking bookings for groups.
13 Maintenance Manager 35,000 Maintaining the rides and the site.
14 Rides Maintenance Engineer 23,000 Maintaining the rides and the site.
15 Rides Maintenance Engineer 23,000 Maintaining the rides and the site.
16 Rides Maintenance Assistant 18,000 Help with maintaining the rides.17 Site Maintenance Assistant 17,000 Help with maintaining the site.
18 Accounts 30,000 Bookeeping and accounts.
19 Bookkeeping assistant (P/T) 10,000 Bookeeping and accounts.
20 Fund Raising Officer 25,000 Fund raising for developments.
Total Full Year Posts 468,000
Salary on costs (20%) 93,600
Total 561,600
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Ride Peak Day Shoulder Off Peak Winter Fest Total
Cableway 2 1.5 1 1.5
Whip 2 1.5 1
Water Chute 3 2.5 2
Scenic Railway 6 4 2
River 3 2.5 2
Meteorite 2 1.5 1
Dark Ride 2 1.5 1 1.5
Caterpillar 2 1.5 1
Swing 2 1.5 1
Mouse 3 2.5 2
Scooters 2 1.5 1
Wanted Rides
Gallopers 2 1.5 1 1.5
Junior Train 1 1 1 1DL Train 3 2.5 2 2.5
Toyset 2 1.5 1 1.5
Helter Skelter 1 1 1
Ghost Train 2 1.5 1
Juvenile 1 1 1
Junior Whip 2 1.5 1
Ride Attendants Per Hour 43 34 24 10
Contingency (15%) 6 5 4 1Total Ride Attendants 49 39 28 11
Hours per annum: 682 880 280 269 2,111
Hourly rate: 6.25 6.25 6.25 6.25
Annual cost: 210,781 211,888 48,300 18,368 489,336
Employment costs (12%): 58,720
Total: 548,056 :,, / , ? > ? A
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Peak Day
Shoulder
Day
Off Peak
Day
Winter
Fest Total
Ticketing 6 4 2 3
Cleaning (Grounds, WCs and General) 5 3 2 2
Gardening 2 2 1 1
Security and first aid 3 2 2 2
Total Other Variable Staff 16 11 7 8
Hours per annum: 682 880 280 269 2,111
Hourly rate: 6.25 6.25 6.25 6.25 6.25
Annual cost: 68,200 60,500 12,250 13,450 154,400
Employment Costs (12%): 18,528
Total: 172,928
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Administration of members scheme & newsletter 8,000Advertisements in tourist guides and maps 3,000
Brochure Production and Distribution 40,000
Educational materials 10,000
Memberships 1,500
Poster advertising in Kent area and London Underground 20,000
Press advertising 10,000
Press campaigns and visits 5,000
Regional TV advertising 50,000
Events, festivals and entertainment 15,000
Sundry 1,500
Visitor Survey 6,000
Web advertising 10,000
Web site management 15,000
Wi t F ti l ti it 100 000
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*% ;' Notes
Audit 8,000 Audit of annual accounts
Bank and Credit Card Charges 40,000 Credit card charges, cash collection, bank charges. C 1.5% of turnover
Board Expenses 3,000
Buildings and Grounds Maintenance 30,000 Materials and special labour
Cleaning Materials 5,000Curatorial 10,000 Assembing and storing archive material
Horticulture 25,000
Insurance 200,000
IT 8,000 Tills and accounting system (on lease)
Legal 5,000
Licences 5,000
Maintenance & Ride Renewal 225,000 Assumes 20 restored/historic rides. Parts for such rides will be
Office Equipment 3,000
Office Sundries 5,000Out of hours security 60,000 3 posts at 18,000 per annum
Printing, stationery and postage 12,000 Including tickets
Recruitment Costs 5,000 Mainly to cover seasonal staff and casuals
Refuse Collection 7,000
Signage 5,000
Telecommunications 10,000
Uniforms 6,000
Utilities 300,000
Wireless Radios 3,000Sundry 20,000
Total Overheads 1,000,000
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Av per person(exc VAT at
17.5%)
TicketPurchases
Income
1 90 7.58 420,000 3,184,851
2 95 8.00 367,500 2,941,564
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Year Av spendversus Year 3
in real terms
Av perperson (exc
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Visits GrossRevenue Net Profit(12.5%)
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in real terms VAT at
1 98 3.64 840,000 3,056,130 382,016
2 99 3.71 735,000 2,728,688 341,086
3 100 3.75 700,000 2,625,000 328,125
4 101 3.79 714,000 2,704,275 338,034
5 102 3.86 728,000 2,812,722 351,590
6 103 3.98 742,000 2,953,680 369,210
7 104 4.14 756,000 3,131,604 391,4508 105 4.35 770,000 3,352,298 419,037
9 106 4.62 784,000 3,623,232 452,904
10 107 4.95 798,000 3,953,963 494,245 ? 9 ? , / /? 9
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Year Versus Year 3
in real terms
Total
Operating
Expenditure
1 104 2,680,328
2 102 2,628,783
3 100 2,577,2384 102 2,628,783
5 104 2,681,358
6 106 2,734,986
7 108 2,789,685
8 110 2,845,479
9 113 2,902,389
10 115 2,960,436 + A ? , ? F&*A A , > F)AA ? .
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Fixed Variable Total
Permanent staff 80% 20% 100%
Variable staff 35% 65% 100%Overheads 80% 20% 100%
Permanent staff 449,280 112,320 561,600
Variable staff 253,133 470,105 723,238
Overheads & Marketing 1 060 000 265 000 1 325 000
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1 ,&'
Visits vsforecast Visits Net Rev Fixed Costs VariableCosts Surplus/Deficit
125% 875 000 4 096 326 1 762 413 1 059 281 1 274 632
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125% 875,000 4,096,326 1,762,413 1,059,281 1,274,632
120% 840,000 3,932,473 1,762,413 1,016,910 1,153,150
115% 805,000 3,768,620 1,762,413 974,538 1,031,669
110% 770,000 3,604,767 1,762,413 932,167 910,187
105% 735,000 3,440,914 1,762,413 889,796 788,705
100% 700,000 3,277,061 1,762,413 847,425 667,223
95% 665,000 3,113,208 1,762,413 805,054 545,741
90% 630,000 2,949,355 1,762,413 762,682 424,259
85% 595,000 2,785,502 1,762,413 720,311 302,77880% 560,000 2,621,649 1,762,413 677,940 181,296
75% 525,000 2,457,796 1,762,413 635,569 59,814
70% 490,000 2,293,943 1,762,413 593,197 -61,668
65% 455,000 2,130,090 1,762,413 550,826 -183,150
60% 420,000 1,966,237 1,762,413 508,455 -304,631
55% 385,000 1,802,384 1,762,413 466,084 -426,113
50% 350,000 1,638,531 1,762,413 423,712 -547,595
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Item Totals
In Kind 7,800 7,800
Capital
Construction - Cinema (inc contingencies) 1,421,686
Construction - Amusement Park (inc contingencies) 6,242,365
Cinema Organ - Survey and Works 55,000
Demolitions and Asbestos removal 1,270,000
Fees - Cinema 257,000
Fees - Amusement Park 1,093,500
Soft Landscaping 1,220,859Total: 11,560,410 11,560,410
Project Management
Project Manager (p/t) 65,416
Client Manager (f/t) 55,000
Admin (p/t) 14,520
Recruitment 4,250
Travel 2,500
OJEU and Tender Costs 25,000Total: 166,686 166,686
Public Engagement
Events, Webiste and Education 29,000
Additional BP and Audience Development 15,000
Archive Project 48,000
Youth street culture project 63,600
Total: 155,600 155,600
Access
Interpretation - Design and Installations 430,000
Conservation Managment Plan 8,000
Total: 438,000 438,000
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