room for growth · 2019-07-09 · room for growth andreas veilstrup andersen, ceo & president...
TRANSCRIPT
![Page 1: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/1.jpg)
ROOM FOR GROWTH
Andreas Veilstrup Andersen, CEO & President
Liseberg AB
20 September 2016
![Page 2: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/2.jpg)
1923 2021
![Page 3: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/3.jpg)
![Page 4: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/4.jpg)
WHY EXPAND?
![Page 5: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/5.jpg)
WHY EXPAND?
THE TOURISTS PAY A SUBSTANTIAL PART OF THE LOCAL VISITOR’S TICKETS
The incoming market counts for 40% of the visitation, but at the same time for approximately 60% of revenues.
THE LISEBERG PRODUCT IS EXPENSIVE TO DELIVER
Considerable parts of Liseberg’s product are not profitable, but is part of Liseberg’sheritage. To finance Liseberg’s cultural offerings, music performances, social programmes and charity activities, Liseberg needs a stable, financial foundation.
LISEBERG SHOULD PROVIDE A VALUE-FOR-MONEY PRODUCT
Liseberg sees limited possibilities for price increases in forecasts, which will put profitability under pressure.
![Page 6: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/6.jpg)
LISEBERG 2015 – EMPLOYMENT 1 946 (FTEs)
- Operational Impact 1 172 FTEs
- Construction Impact 774 FTEs
LISEBERG 2015 – ECONOMIC IMPACT 2 764 MKR
- Operational Impact 1 349 mkr
- Construction Impact 310 mkr
- Tourism Impact 1 105 mkr
LISEBERG 2015 – 950 000 GUEST NIGHTS
- 23% of destination total
ECONOMIC IMPACT
![Page 7: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/7.jpg)
FIVE YEAR SUMMARY
2015 2014 2013 2012 2011
Turnover & Profit
Total Revenue MSEK 1 139 1 096 977 974 962
Profit before Tax MSEK 122 119 53 74 78
Financial SItuation
Total Assets MSEK 1 565 1 558 1 529 1 082 886
Equity MSEK 914 828 750 715 658
Solidity % 58 53 49 69 74
Cashflow MSEK 211 209 144 147 140
Investment MSEK 82 278 521 135 78
Economic Impact MSEK 2 800 2 750 2 500 2 450 2 550
![Page 8: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/8.jpg)
![Page 9: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/9.jpg)
Revenues in Europe 2014; €4,9 billions …
…. of which 16% is attributed to hotels.
Total investments in 2014; €587 million …
… of which a considerable amount is allocated to accommodation …
THE EUROPEAN THEME PARK MARKET
![Page 10: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/10.jpg)
PARK COUNTRY GUESTS KEYS COMMENTS
Disneyland Paris France 10 300 000 5 700 Expands with Village Nature (1 730 keys) in 2016
Europa-Park Germany 5 500 000 950 Expands with two hotels (500 keys) i 2017/18
TIVOLI Denmark 4 700 000 708 Expanded with 288 keys in 2015
de Efteling Netherlands 4 700 000 450 Expanded with100 keys 2016
Disney Studios France 4 400 000 … …
Port Aventura Spain 3 600 000 2 250 Expanded with 250 keys in 2016
Liseberg Sweden 3 100 000 180 + 110 keys on campsites
Gardaland Italy 2 900 000 245 …
Alton Towers UK 2 500 000 540Expanded with 120 keys in 2016, expands with 75 keys in
2017
Legoland Windsor UK 2 300 000 160
TOP 10 EUROPEAN PARKS
![Page 11: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/11.jpg)
THE PROCESS
![Page 12: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/12.jpg)
June 2014
September 2014
October 2014
November 2014
December 2014
January 2015
September 2015
November 2015
September 2016
Market Study
Risk Analysis
Cost Analysis
Feasibility Study
Legal Analysis
Concept Operational Analysis
Schematic Programme Programme
![Page 13: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/13.jpg)
Idea
Hypothesis
Market Study
Test
Concept
Design
Financial
Modelling
Business Plan
Feasibility
DD
Costing
Build
Procurement
Opening
Operation
PROCESS
![Page 14: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/14.jpg)
Idea
Hypothesis
Market Study
Test
Concept
Design
Financial
Modelling
Business Plan
Feasibility
DD
Costing
Build
Procurement
Opening
Operation
33 ALTERNATIVES → 8 HYPOTHESIS → 2 SCENARIOS
A FUNNEL PROCESS
![Page 15: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/15.jpg)
Idea
Hypothesis
Market Study
Test
Concept
Design
Financial
Modelling
Business Plan
Feasibility
DD
Costing
Build
Procurement
Opening
Operation
33 ALTERNATIVES IDENTIFIED
ALTERNATIVES
![Page 16: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/16.jpg)
Theme Park-second gateOutdoor WaterparkIndoor WaterparkWaterpark HotelSafari ParkLegoland/children's parkPuy du Fou (historic) parkBoardwalk type attractionIndoor FECOutdoor FECAquariumButterfly / Bird/ Small Animal Attraction
Full-scale BiodomeEco Pavilion with adventure activitiesPlanetariumMirror Maze/Specialty AttractionPassage of terror/DungeonFamily HotelGlampingConference HotelRDE zoneOutlet ShoppingGo Karts
Adventure GolfArenaOutdoor AmphitheatreLiving History VillageViewing towers/wheelsBranded Permanent live show (e.g. CdS)Dinner TheatreExtreme Park- ropes/climbing etcIndoor Ski/snowCluster w/ bowling / adventure golf / cinema /dining
ALTERNATIVES
![Page 17: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/17.jpg)
![Page 18: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/18.jpg)
![Page 19: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/19.jpg)
![Page 20: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/20.jpg)
![Page 21: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/21.jpg)
![Page 22: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/22.jpg)
![Page 23: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/23.jpg)
![Page 24: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/24.jpg)
![Page 25: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/25.jpg)
![Page 26: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/26.jpg)
![Page 27: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/27.jpg)
![Page 28: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/28.jpg)
![Page 29: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/29.jpg)
![Page 30: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/30.jpg)
![Page 31: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/31.jpg)
![Page 32: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/32.jpg)
![Page 33: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/33.jpg)
![Page 34: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/34.jpg)
ALTERNATIVES MATRIX
![Page 35: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/35.jpg)
ALTERNATIVES POINTS
1. Indoor water park with hotel 338
2. Themed onsite hotel 324
2. Indoor FEC 324
4. Glamping 319
5. Outdoor FEC 310
6. Outdoor water park 290
…
10. Indoor waterpark 285
…
33. Arena 165
BEST PERFORMING ALTERNATIVES
![Page 36: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/36.jpg)
Idea
Hypothesis
Market Study
Test
Concept
Design
Financial
Modelling
Business Plan
Feasibility
DD
Costing
Build
Procurement
Opening
Operation
8 HYPOTHESIS TESTED
HYPOTHESIS
![Page 37: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/37.jpg)
Hypothesis
Liseberg
Owner
Partners
What is best for Liseberg?
• Market position
• ROI
• …
What is best for the owner?
• FTE’s
• Dynamic impacts
• …
What is best for the tourism?
• Hotel nights
• Tourism impacts
• …
![Page 38: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/38.jpg)
![Page 39: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/39.jpg)
![Page 40: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/40.jpg)
![Page 41: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/41.jpg)
![Page 42: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/42.jpg)
![Page 43: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/43.jpg)
![Page 44: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/44.jpg)
![Page 45: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/45.jpg)
![Page 46: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/46.jpg)
Hotel
Water Park
+3,5h park
+2,5h park + hotel
FEC
FEC + hotelHotel & Water Park
![Page 47: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/47.jpg)
Idea
Hypothesis
Market Study
Test
Concept
Design
Financial
Modelling
Business Plan
Feasibility
DD
Costing
Build
Procurement
Opening
Operation
2 SCENARIOS FORMULATED
SCENARIOS
![Page 48: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/48.jpg)
Liseberg
- no hotel
Scenario 1
Liseberg
- with hotel
Scenario 2
+ water park
+ park expansion
+ FEC
SCENARIOS
![Page 49: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/49.jpg)
Idea
Hypothesis
Market Study
Test
Concept
Design
Financial
Modelling
Business Plan
Feasibility
DD
Costing
Build
Procurement
Opening
Operation
HOTEL + WATER PARK
SCENARIO 2
![Page 50: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/50.jpg)
• Hotel + Water Park alternative;
• + 600 000 guests (500 +100)
• + 400 million SEK revenue
• + 300 FTEs
• + 500 million SEK tourism impact
• + 185 000 guest nights (+55 000 for Liseberg Hotel)
• Total investment 1,9 billion SEK, financed 100% by Liseberg
ESTIMATED IMPACT
![Page 51: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/51.jpg)
THE PROGRAM
![Page 52: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/52.jpg)
Ägardialog
![Page 53: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/53.jpg)
WHAT IF WE DON’T
EXPAND?
![Page 54: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/54.jpg)
28%
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecLiseberg incl Christmas Liseberg excl Christmas European Outdoor Parks
SEASONALITY
![Page 55: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/55.jpg)
5,4%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
0
10
20
30
40
50
60
70
80
90
100
Bu2015
Bu2016
ÅR2017
ÅR2018
Bu2019
Bu2020
Bu2021
Bu2022
Bu2023
Bu2024
Bu2025
Rörelseresultat (efter avskriv.), Mkr Rörelsemarginal
PROFIT MARGIN
![Page 56: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/56.jpg)
THANK YOU
![Page 57: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/57.jpg)
Room for growth: Lodging and
resort development
in the attraction business
Søren Kragelund, CEO
Fårup Sommerland
September 20th 2016
![Page 58: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/58.jpg)
Fårup Sommerland(in northern Jutland, Denmark)
![Page 59: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/59.jpg)
VIDEO NON AVAILABLE
3
![Page 60: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/60.jpg)
Growth-curve
4
Guest-satisfaction: 99 %NPS-score: 82%
![Page 61: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/61.jpg)
A dream coming true…Hotel Fårup in Fårup Sommerland
• Opened on May 4th, 2016• Investment 51 million DKK (7 million Euro)• Integrated part of the park• 4 star hotel• 51 rooms
• Size of the hotel: 3.300 m2
• Four types of rooms + new suites in 2017• Standard rooms: 24 m2, large rooms: 32 m2
• Prices 4-persons rooms: Low-season: 173 EUR, Mid-season: 227 EUR High-season: 280 EUR (without twodays-tickets, price 45 EUR)
• Hotel-guests have 30 min. alone in the park before opening• Two seatings in the restaurant• Rooms and interior themed in genuine “Fårup wood-style”
![Page 62: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/62.jpg)
![Page 63: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/63.jpg)
![Page 64: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/64.jpg)
![Page 65: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/65.jpg)
![Page 66: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/66.jpg)
![Page 67: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/67.jpg)
![Page 68: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/68.jpg)
![Page 69: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/69.jpg)
![Page 70: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/70.jpg)
The business case Hotel Fårup
• The hotel is open when the park is open
• Open approximately 1/3 of the year
• The hotel cannot ”stand alone”
• Build for shortterm holidays (1-2 nights stay)
• Hotel Fårup – also for conferences and business-meetings
![Page 71: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/71.jpg)
Guests, Hotel Fårup, geographically
3%
Denmark, outside local area Norway Sweden Others Locals
1 %18 %
20 %
58 %
Country Amount of guests, May-August
Great Britain 54
Switzerland 12
Greenland 10
India 10
Belgium 8
Italy 6
Spain 5
Austria 4
Finland 4
![Page 72: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/72.jpg)
A very positive start for Hotel Fårup
• Already 5 ”stars” on Trip Advisor
• Guests per room 3,6 (budget: 3)
• Guests in evening-buffet: 66% (budget: 40%)
• Positive occupancy-rates: 66,5 % (budget: 65 %)
• Length of stay: 1,4 days (budget: 1,4)
• Rooms rented until 31/7: 2.428 rooms (budget: 2.056)
• Guests until 31/7: 8.255 guests (budget: 6.168)
• 8.255 unique guests, equals 20.637 visits in the park (until 31/7)
• Average rental-price: Index 97 (budget: Index 100)
• A new ”paradigm” – open 24 hours – never closed
![Page 73: ROOM FOR GROWTH · 2019-07-09 · ROOM FOR GROWTH Andreas Veilstrup Andersen, CEO & President Liseberg AB 20 September 2016. 1923 2021. ... PARK COUNTRY GUESTS KEYS COMMENTS Disneyland](https://reader033.vdocuments.site/reader033/viewer/2022042408/5f2301fe453ea73a1c4f1085/html5/thumbnails/73.jpg)
Thank you for listening
Questions?
17