1) overall view of entertainment sector in istanbul 2) tema world project overview
Post on 21-Dec-2015
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OVERALL VIEW of ENTERTAINMENT SECTOR
• Domestic & International Market
• Latest Research Details
• Scope
• Catchment Areas
• Participant Demographics
Domestic & International Market
• With current market size of 12.5 million people, the qualified available resident market is significant.
• Current market size does not include 2.5 million people who can not afford leisure activities such as theme parks.
• With continued growth is resident market, an estimated number of 16.4 million people by 2017 is projected.
• The domestic tourist market is estimated at 12 million by 2017 with around 60 percent of the market is visiting friends or relatives.
• While international tourist market is projected at 10+ million by 2017, the majority of tourists are interested in visiting the cultural attractions in Istanbul. Therefore not considered as huge potential theme park visitors.
Research - Scope
Brand Awareness
Entertainment Habits
Theme Park Experiences
F&B Potential
Conceptual Evaluations
Price Sensitivity
Potential Visitor Calculations
The research has been planned to examine and have a deeper look to the potential customers preferences of Tema World. Main objectives disccused are as following;
Research – Participant Demographics
WHO ? Istanbul ResidentsAge group of 15-55 People under the segmentation of B and C
HOW ?Computer based face to face discussionsFace to face Focus GroupsAn average of 45 minutes per survey has been achieved.
WHERE? European Side
ArnavutköyEsenyurt
Avcılar EyüpBağcılar FatihBahçelievler
GaziosmanpaşaBakırköyGüngörenBayrampaşa
KağıthaneBeşiktaşKüçükçekmeceBeylikdüzü
SarıyerBeyoğlu ŞişliBüyükçekmeceSultangaziEsenlerZeytinburnu
Anatolian Side
AtaşehirBeykozÇekmeköyKadıköyKartalMaltepeSancaktepeSultanbeyliÜmraniyeÜsküdar
Research – Participant Demographics
5050
Gender(%)
FemaleMale
15 - 19
20 - 24
25 - 34
35 - 44
45 - 55
2
11
50
30
6
Age Groups(%)
6235
3
Marital Status (%)
Married Single
Divorced
5050
Kids? (%)
Yes No
25
75
Customer Segmentation (%)
B
C1
Research – Participant Demographics
0-5
6-9
10-14
>15
100
36
3
1
How old is your child?
1.500 TL ve altı
1.501 - 2.000 TL
2.001 - 3.000 TL
3.001 - 4.000 TL
4.001 - 5.000 TL
5.001 - 6.000 TL
6.001 - 7.000 TL
7.001 - 8.000 TL
Red etti
0.8
10.0
18.010.9 9.2
3.1 1.2 0.5
46.2
Average Household Income: 3.203,04 TL
3,2Perso
n
Average Household Size
Kids in Household (Average)
1,4
Research Findings
• Brand Awarness
• Entertainment Habits
• Visitation Frequency
• Length of Stay
• Per Capita Spending
• Dining Habits
Atlantis (
Cevahir)
Akvaryu
m, Jura
ssic L
and (Foru
m İstanbul)
Fesh
ane
Vialand
İstanbul A
kvaryu
m
Bostancı
Lunapark
Kidzmondo (T
rump)
Galerya E
ğlence Parkı
DreamPark
(Metro
City)
Snowpark,
Playbowlin
g, Starp
ark (Toriu
m)
Playland (O
ptimum)
Via Crazy
Park(Viaport)
Funny D
ay (M
etroport)
Buz pateni (K
anyon)
Fun City
(Airp
ort)
Safari
Park (N
eomarin)
Kidzania
Aklıma gelm
iyor
1712
39
4
10
25
26
1 2 3 1 4 4
14
54
47
2823
27 28
17
24
18
26
11 10
19
11 10
17
4
Top of Mind Awarness Spontaneous Recall
Brand Awareness (%)
B2. Theme Parks Top of Mind Awarness? (Single Answer)B3. Other Theme Parks you can recall? (Multiple Answer)
Frequency of Visitation
1 15
10
63
11
4 3 2 1
In what Frequency do you visit Theme Parks? (%) Average: 1,4 visits / month
W/kids: 1,3 visits / moW.out/kids: 1,6 visits / mo
Asia: 1,2 visits / moEurope: 1,6 visits / mo
2 hours40 mins
0-1 hours 1-2 hours 2-4 hours 4-6 hours 6 hours
57
40
3 1
How long do you spend in themeparks? (%)
Anatolian Side: 2 hours 46 minEuropean Side: 2 hours 37 min
Length of Stay
Average Time Spent
Per Capita Spending
Average: 54,28 TL
0-20 TL 21-50 TL 51-80 TL 81-100 TL 101 TL ve üzeri
7
62
19
83
How much do you spend in theme parks? (%)
With kids: 53,14 TLW/out Kids*: 56,61 TL
European Side: 53,77 TLAnatolian Side: 54,74 TL
Summary
THEMED ENTERTAINMENT HABITS OF ISTANBUL RESIDENTS
Frequency of Visitation 1,4 visits per month
AverageTime Spent 2 hours 40 minutes
Per Capita Spending / Attractions only 55 Turkish Liras
Per Capita Spending / Food & Beverages 28 Turkish Liras
Aerial View & Land Use Functions
• REAL ESTATE DEVELOPMENT
• THEMEPARK
• RETAIL SITE
• MIXED-USE COMMERCIAL SITE
• EDUCATIONAL FACILITIES/SCHOOL
• 3 HOTELS
• RECREATIONAL FACILITIES
Tema World will be located to the north of the project site to gain higher visibility and brand awareness from the main European Transit Motorway.
Master Plan
Tema World Master Plan is a collaborated effort of
worldly known two theme park design companies;
Jack Rouse Associates and Jora Vision.
Overall plan and the in-park offerings are being
designed by Jora Vision in light of previous theme
park experience, regional and international
benchmarks, market expectations, time spent vs
percieved value analysis and additional service
requirements.
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