1) OVERALL VIEW of ENTERTAINMENT SECTOR in ISTANBUL
2) TEMA WORLD PROJECT OVERVIEW
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
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;
Price Sensitivity
F&B Potential
Entertainment Habits
Conceptual
Evaluations
Brand Awareness
Theme Park Experiences
Potential Visitor
Calculations
Research – Catchment Areas
Research – Participant Demographics
WHO ?
Computer based face to face discussions
Face to face Focus Groups
An average of 45 minutes per survey has
been achieved.
Istanbul Residents
Age group of 15-55
People under the segmentation of B and C
European Side
Arnavutköy
Avcılar
Bağcılar
Bahçelievler
Bakırköy
Bayrampaşa
Beşiktaş
Beylikdüzü
Beyoğlu
Büyükçekmece
Esenler
Esenyurt
Eyüp
Fatih
Gaziosmanpaşa
Güngören
Kağıthane
Küçükçekmece
Sarıyer
Şişli
Sultangazi
Zeytinburnu
Anatolian Side
Ataşehir
Beykoz
Çekmeköy
Kadıköy
Kartal
Maltepe
Sancaktepe
Sultanbeyli
Ümraniye
Üsküdar
WHERE?
HOW ?
Research – Participant Demographics
Customer Segmentation (%)
Gender(%)
25
50
Female
50
Male
75
B
C1
Age Groups(%)
45 - 55
35 - 44
3
30
25 - 34
50
20 - 24
15 - 19
Kids? (%)
Marital Status (%)
6
11
2
35
50
62
50
Yes
Married
Single
Divorced
No
Research – Participant Demographics
Kids in Household (Average)
How old is your child?
Average Household Size
0-5
100
6-9
36
10-14
3
>15
1
46.2
Person
Average Household Income: 3.203,04 TL
18.0
10.0
0.8
10.9
9.2
3.1
1.2
0.5
1.500 TL 1.501 - 2.001 - 3.001 - 4.001 - 5.001 - 6.001 - 7.001 ve altı 2.000 TL 3.000 TL 4.000 TL 5.000 TL 6.000 TL 7.000 TL 8.000 TL
Red etti
Research Findings
• Brand Awarness
• Entertainment Habits
• Visitation Frequency
• Length of Stay
• Per Capita Spending
• Dining Habits
Brand Awareness (%)
54
Top of Mind Awarness
Spontaneous Recall
47
28
23
27
28
9
3
19
18
17
17
12
26
24
10
4
B2. Theme Parks Top of Mind Awarness? (Single Answer)
B3. Other Theme Parks you can recall? (Multiple Answer)
2
5
11
10
1
2
6
2
3
17
11
10
1
4
4
14
4
Frequency of Visitation
In what Frequency do you visit Theme Parks? (%)
Average: 1,4 visits / month
63
W/kids: 1,3 visits / mo
W.out/kids: 1,6 visits / mo
Asia: 1,2 visits / mo
Europe: 1,6 visits / mo
11
10
5
1
1
Every Day 4-5 times a 2-3 times a once a week
week
week
once in
every 2
weeks
once in a
month
once in
every 2
months
4
3
2
1
once in
every 3
months
once in
every 6
months
once in a
year
Less than
once in a
year
Length of Stay
Average
Time Spent
How long do you spend in themeparks? (%)
57
Anatolian Side: 2 hours 46 min
European Side: 2 hours 37 min
40
2 hours
40 mins
0-1 hours
1-2 hours
2-4 hours
3
1
4-6 hours
6 hours
Per Capita Spending
How much do you spend in theme parks? (%)
62
With kids: 53,14 TL
W/out Kids*: 56,61 TL
European Side: 53,77 TL
Anatolian Side: 54,74 TL
19
8
7
0-20 TL
3
21-50 TL
51-80 TL
81-100 TL
101 TL ve üzeri
Dining Habits
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
PROJECT OVERVIEW
• LOCATION
• MACRO/MICRO PLANS
• AERIAL VIEW
• MASTER PLAN
• BIRD’S EYE VIEW
Location
Macro Plan
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.
Bird’s Eye View