case studies – brownfields in the czech republic and abroad 21.9.2010 travel, leisure and tourism...
TRANSCRIPT
Case Studies – Brownfields in the Czech Republic and Abroad
21.9.2010
TRAVEL, LEISURE AND TOURISM
ADVISORY
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Brownfield revitalization stages – marketing strategies
Choosing location, land use analysis
• property owner publicizes interest of the town hall to renew the area via P.R. (positive or negative PR for town representatives)
• public sector may offer incentives for brownfield owners, help with promotion
Initial Phase Preparation phase Project realization Facility in operation
Decision on new land use
• P.R. explaining change in land use to public (in cooperation with public entities)
• Marketing tools: P.R., above-the-line communication, interviews with and proclamations of experts and popular persons
Beginning of construction
• property operator takes on the responsibility for further marketing
Opening of the facility
• marketing is under operator’s control
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Factors influencing marketing strategies
Brownfield location
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Factors influencing marketing strategies
Brownfield origin
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Case studies - Germany
Landschaftspark Duisburg-Nordopened in 1991
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Case studies - Italy
Nhow Milano - 4* Hotel opened in 2006249 rooms
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Case studies – Czech Republic
Babylon Centre Liberecopened in 1998aqua park, wellness centre, amusement park
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Case studies – Czech Republic
Sokolov Golf courseopened in 200618 hole course, restaurant, clubhouse, open air pool Michalplans for construction of zoo park and forest park
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
Case studies – Czech Republic
Žacléř
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
101010
Case study – Czech Republic – Lake Milada
Lake Milada Future land use
• centre of water leisure time activities, summer relax
• facilities for yearlong sport activities
• diving school
• activities for families with children
• fishing
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
111111
Case study - Lake Milada: Definition of demand – marketing target group
Fishermen Sportsmen SchoolsSummer
camps for children
Conferences, events
Young, singleFamilies with
childrenMiddle age
personsSeniors
Ústí n/L and Teplice regions
Ústecký countyPrague
agglomerationsOther parts of
Czech RepublicSachsen
Lake Milada visitors
Demographic aspects
Specific group
Geographic aspects
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
12
Weaknesses
1. partly geo-mechanically unstable soil
2. only preliminary concept of land transfer between owners
3. property ownership
Strengths
1. local municipalities are willing to cooperate
2. Genius Loci
3. project uniqueness
4. good transport accessibility
12
Case study - Lake Milada: Initial marketing strategy examples – SWOT analysis
S W
O T
SWOTanalýz
a
Threats
1. unexploited brown coal deposits
2. insufficient budget for infrastructural investments
3. construction limits because of ecological reasons
Opportunities
1. joining marketing budgets of municipalities
2. opportunity to eliminate seasonal declines
3. demand for sport facilities
S W
O T
SWOTanalýz
a
S W
O T
SWOTanalýz
a
S W
O T
SWOTanalýz
a
© 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
131313
Know your client your strategy
Who is your client?a) investor
b) visitor/customer
4 P Product
Place
1
23
Promotion
Price
Michaela Žáčková
Kateřina Erbenová
Thank you for your attention
KPMG Czech Republic, s.r.o.+420 222 123 [email protected]