INVESTIGATION OF THE CRUISE LINER INDUSTRY DRAFT STUDY RESULTS | 7.16.08 MITCHELL DUPLESSIS PROJECTS (PTY) LTD | LANDDESIGN CRITICAL TOPICS COVERED The modern cruise industry and the overall prospects for continued growth at a global and regional level Infrastructure and services required by homeports and ports-of-call Insights on other cruise regions business success— notably, Australia / New Zealand and South America Recommendations as to how Cape Town should consider moving forward and to become a greater participant within the industry SEC1 GLOBAL CRUISE CHARTERISTICS GLOBAL CRUISE INDUSTRY: MODERN ROOTS 1970s transatlantic voyages for travel and leisure, not transportation North America’s love affair with the “Love Boat” Caribbean entrepreneurs and development of the Fun Ships The cruise ship as the destination CRUISE INDUSTRY: GROWTH IN PASSENGERS GLOBAL PASSENGER LEVELS HAVE DOUBLED EVERY DECADE 16,000 14,000 Passengers ('000) 12,000 10,000 8,000 6,000 4,000 2,000 0 1980 1990 North America SOURCES: CLIA, 2006 AND CIN, 2008 2000 Europe Australasia 2008 CRUISE INDUSTRY: FEATURES OF GROWTH Phenomenal success in developing new products and sustained interest in cruising Adept at converting land-based resort guests into cruise passengers Deliver a high level of passenger satisfaction, leading to repeat clientele Model adaptable to changing market conditions Lines have limited competition, reduced operational costs, and diversified revenues LEADING CRUISE CONGLOMERATES 21% 6% 5% 22% 46% Carnival Corporation NCL Others SOURCE: CIN, 2008 Royal Caribbean Cruises MSC Cruises LEADING CRUISE CONGLOMERATES NCL / STAR CRUISES ROYAL CARIBBEAN 3 brands, 16 Vessels, 36,484 total berths 5 brands, 38 Vessels, 79,446 total berths Celebrity Royal Caribbean International Pullmantur CDF Azamara 21% NCL NCL America Star Cruises 6% 5% 22% 46% CARNIVAL CORPORATION 11 brands, 89 Vessels, 169,584 total berths Carnival Cruise Lines Princess Cruises Cunard Seabourn Cruise Lines Holland America Costa Cruise SOURCE: CIN, 2008 Iberocruceros AIDA P&O Cruises - UK P&O Cruises - Australia Ocean Village MSC Cruises 1 brand, 10 Vessels, 19,530 total berths MSC PRIMARY CRUSING REGIONS SOURCE: CIN, 2008 PRIMARY CRUSING REGIONS 22% 7% 7% 6% 6% 2% 40% 10% Caribbean / Bahamas Mediterranean West Coast Asia / Pacific Alaska South America Northern/Western Europe Others Below 2% (see note) SOURCE: CIN, 2008; Others below 2% include: Transatlantic, Canary Islands, Bermuda, New England / Canada, Hawaii, Panama Canal, Indian Ocean / Red Sea, Domestic Waterways, Antarctica, World, Africa. PRIMARY CRUSING REGIONS S E A S Y E A R S SOURCE: CIN, 2008 E A O N A L R O U N D S O N A L CURRENT GLOBAL INDUSTRY CHALLENGES Dollar weakness Fuel costs – Cruise lines operations – Impact to key destination delivery components – airlines, shore excursions, ground transportation Security and terrorism Inability to raise ticket prices Weakness of the Caribbean cruising region CURRENT GLOBAL INDUSTRY OPPORTUNITIES Key industry growth fundamentals still in place Greatly improved reach into new consumer markets – British, French, Italians, Germans, Australians, South Americans, Asians Highly sophisticated operations – Global sources for passengers, employees, and supplies – Yield management for ticket pricing and onboard revenue Continued consumer demand – CLIA’s indicates 33.7 million Americans intend to cruise next three years Dollar weakness GROWTH OF INDUSTRY SUPPLY First Post Panamax Today’s Post-Panamax Tomorrow’s Longest and Largest Grand Princess Queen Mary 2 Oasis of the Seas Princess Cruises Cunard RCI Carnival Carnival RCCL Built 1998 2004 2009 (Anticipated) Pax (LBs) 2,592 2,620 5,400 Pax (Max) 3,000 2,800 7,300 108,808 150,000 220,000 LOA (m) 289.5 345 360 Beam (m) 36 45 47 Draft (m) 8.29 10 9 Air Draft (m) 60.8 62 n/a Type Name Operator Group GT RCCL’S OAISIS OF THE SEAS GROWTH OF INDUSTRY SUPPLY, 2000-2008 500,000 450,000 400,000 Berths 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Berths New Berth Capacity SOURCES: CIN, 2008 AND WWW.CRUISECOMMUNITY.COM, JULY 2008 GROWTH OF INDUSTRY SUPPLY, 2000-2012 38 VESSELS ON ORDER; $22.3 BILLION IN NEW INVESTMENT 500,000 450,000 400,000 Berths 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Berths New Berth Capacity SOURCES: CIN, 2008 AND WWW.CRUISECOMMUNITY.COM, JULY 2008 FORECAST GROWTH OF INDUSTRY SUPPLY 900,000 798,700 800,000 700,000 Berths 600,000 500,000 400,000 612,700 372,100 300,000 200,000 100,000 0 2008 Low 2010 2015 Medium 2020 2025 High FORECAST GROWTH OF INDUSTRY PASSENGERS 35,000,000 31.2 MIL 30,000,000 Passengers 25,000,000 24.0 MIL 20,000,000 15,000,000 15.2 MIL 10,000,000 5,000,000 0 2008 Low 2010 Medium 2015 2020 2025 High FORECAST GROWTH IMPLICATIONS Projection scenarios anticipate ports and destinations will rise to meet this opportunity – Create demand for a number of present homeport and portof-call facilities to expand over the mid- to long-term, encourage expansion into new market regions Seasonal capacity placement challenges As a trend, expansion of supply and the subsequent need of cruise lines to expand their overall regional coverage is a favorable trend for Cape Town SEC2 SOUTHERN AFRICA CRUISE CHARTERISTICS SOUTHERN AFRICA CRUSING REGION SOUTHERN AFRICA CRUSING REGION Southern Africa, which includes panSouthern Africa offerings and often island destinations Seychelles and related cruises to the islands of Reunion, Mauritius and others Specialty cruises to St. Helena Repositioning cruises World cruises ESTIMATES OF SOUTHERN AFRICA MARKET SHARE Adjusted Passenger Capacity (% of Total) 2006 Passenger Capacity 2006 Adjusted Passenger Capacity Africa 14,453 14,453 0.10% Indian Ocean 86,715 28,905 0.20% World 14,453 2,891 0.02% 46,249 0.32% 14,452,501 14,452,501 100.00% 2008 Passenger Capacity 2008 Adjusted Passenger Capacity Africa 16,286 16,286 0.10% Indian Ocean 97,719 32,573 0.20% World 16,286 3,257 0.02% 52,116 0.32% 16,286,475 100.00% Est. Southern Africa Market Share Total CIN Reported Capacity Est. Southern Africa Market Share Total CIN Reported Capacity 16,286,475 Adjusted Passenger Capacity (% of Total) SOURCES: CIN, 2008 AND MDA / LDI, 2008; Notes: *Assumes Southern Africa welcomes one third of Indian Ocean capacity and one-fifth of world capacity. VESSELS OPERATING IN THE REGION, 2008/09 SOURCES: INDUSTRY WEBSITES, 2008, WWW.CRUISECOMMUNITY.COM, 2008, MDA / LDI 2008 VESSELS OPERATING IN THE REGION, 2008/09 An estimated 83 cruises are planned for the 2008/09 season; market capacity of 31,657 passengers An estimated 16 different vessels in the region Vessels in the market on a variety of different segments and predominately directed toward a European cruise audience Average cruise duration is a lengthy 18 days The cruise season is generally from October to April; most cruises offered December and January SOURCES: INDUSTRY WEBSITES, 2008, WWW.CRUISECOMMUNITY.COM, 2008, MDA / LDI 2008 VESSELS OPERATING IN THE REGION, 2008/09 Itineraries contribute 102 vessels calls to South African ports, with an estimated 45 of these arriving to Cape Town (44%) Of the leading four cruise industry conglomerates, Royal Caribbean is absent from the list of lines offering cruises in the region Primary regional homeports identified include Cape Town, Durban, Mombasa, and Mahe SOURCES: INDUSTRY WEBSITES, 2008, WWW.CRUISECOMMUNITY.COM, 2008, MDA / LDI 2008 VESSELS OPERATING IN THE REGION, 2008/09 Vessel Cruise Line Owner / Operator Built (Refurb) Pax GRT Length (m) Beam (m) Draft (m) Royal Star African Safari Club Star Line Cruises Ltd 1956 (1994) 200 5,067 112.0 15.6 5.6 Silver Wind Silversea Cruises Ltd Silversea Cruises Ltd 1995 (2008) 296 16,927 155.8 21.4 5.2 RMS St. Helena RMS St. Helena Andrew Weir Cruises 1989 128 6,767 n/a n/a n/a MS Hanseatic Hapag Lloyd Hapag Lloyd 1993 184 8,378 123.0 17.0 4.8 MS Europa Hapag Lloyd Hapag Lloyd 1999 408 9,069 198.6 24.0 6.0 MS Deutschland Peter Deilman Cruises Peter Deilman Cruises 1998 520 8,264 175.3 23.0 5.8 Costa Europa Carnival Corporation Compagnie des Iles du Ponant Carnival Corporation 1986 1,773 27,624 243.2 29.0 6.5 1991 67 956 88.0 12.0 4.0 Aurora Costa Crociere SpA Compagnie des Iles du Ponant P&O Princess Cruises 2000 1,870 40,037 270.0 32.2 7.9 Saga Ruby Saga Cruise Holidays Saga Cruise Holidays 1973 (1999) 668 9,356 191.1 25.1 8.2 Hebridean Int. Cruises Travel Dynamics Corinthian II International Regent Seven Seas Seven Seas Navigator Cruises Alexander von Phoenix Reisen Humbodlt II GmbH Rhapsody MSC Cruises Hebridean Int. Cruises 1991 Travel Dynamics 1992 (2005) International Regent Seven Seas 1999 Cruises Phoenix Reisen 1990 (2008) GmbH MSC Cruises 1997 (2004) 98 4,280 90.5 15.3 3.7 114 4,200 90.9 15.2 3.7 490 33,000 172.2 24.7 7.0 510 15,400 150.0 20.0 6.0 764 17,095 163.0 22.8 5.8 Rotterdam Carnival Corporation 1,316 69,652 237.0 32.2 7.8 587 17,254 164.04 21.96 5.86 Le Ponant MS Hebridean Spirit Averages Holland America 1997 SOURCES: INDUSTRY WEBSITES, 2008, WWW.CRUISECOMMUNITY.COM, 2008, MDA / LDI 2008 VESSELS OPERATING IN CAPE TOWN, 2007/08 Name of Vessel Date Length Passengers Crew Spirit of Adventure 14-Mar-07 169.8m The World 22-Dec-07 155.80m 266 218 11-12 Feb 2008 195m 766 Hebridean Spirit 11-13 March 2006 90.6m 63 77 Van Gogh 17-18 March 2007 402 221 Topaz Silver Cloud 18-19 Jan 2008 160m 209 2-4 Feb 2007 204m 613 442 Black Watch 24-26 Jan 2007 205m 710 358 Saga Ruby 25-26 Jan 2007 169.8m 363 405 MV Explorer 2-8 March 2007 180.4m 813 196 C. Columbus 28-30 Jan 2008 144m 322 173 The World 29 Jan-3 Feb 2008 196.35m Royal Star 31 Jan-4 Feb 2008 112m Silver Cloud 4-5 Jan 2008 155.80m 286 218 Orient Queen 7-10 Jan 2007 160.13m 328 390 Seven Seas SOURCES: V&A WATERFRONT, 2008 238 SOUTHERN AFRICA CRUSING REGION Southern Africa / Africa, which includes pan-Southern Africa offerings and often island destinations Seychelles and related cruises to the islands of Reunion, Mauritius and others Specialty cruises to St. Helena Repositioning cruises World cruises FIT OF CAPE TOWN WITHIN MARKETS Cape Town as a Homeport Cape Town as a Portof-Call Southern Africa / Africa Strong Strong Seychelles and related island cruises Fair Weak St. Helena Strong Weak / Not Applicable Repositioning Strong Strong World Strong Strong CAPE TOWN COMPETITION WITHIN MARKETS Cape Town has limited competition for cruise activities in the region Durban the only facility with a similar arrangement of port infrastructure, upland / shore excursion activities and strategic position Other South African destinations—Richard’s Bay, Port Elizabeth, East London, Mossel Bay—all present a reasonable port-of-call option – Unlikely to be selected over Cape Town by a cruise line A more important point is the opportunity and need for increased collaboration among destinations CURRENT REGIONAL CHALLENGES Region is one of the smallest amongst other global deployment areas Generally not on the radar of primary cruise operators other than an occasional call / operation as part of a repositioning or world cruise Flight and vessel repositioning costs also limit some lines in their thinking about deployment to the region Concerns on regional safety and stability Uncertain size of regional consumer base CURRENT REGIONAL OPPORTUNITIES Key industry growth fundamentals Diverse region with similar characteristics and itinerary diversity as other successful areas Marquee ports-of-call and homeports The region has shown consistency in preserving its share of the growing global industry 2010 FIFA World Cup event – Successfully delivered by South Africa, this event could serve as an important catalyst—much like Olympics in Barcelona and Australia—to move the regional cruise market forward CLIA 2008 MARKET PROFILE FORECAST GROWTH OF REGIONAL SUPPLY 450,000 417,711 400,000 Market Capacity 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 87,644 52,117 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 '20 '21 '22 '23 '24 '25 Low Medium High REGIONAL FORECAST GROWTH IMPLICATIONS Business as usual will likely yield limited results; low to medium trend line Activity in marketing and organizational components key to regional viability Assuming Cape Town continues to see 44% of capacity, passenger throughput could be 126,000 by 2020 under the high scenario – With cruise homeporting primary element of Cape Town’s business, revenue passengers could approach 250,000 SEC3 CRUISE INDUSTRY NEEDS FOR OPERATIONS CRUISE LINE DESTINATION SELECTION CRITERIA Appeal as a travel and leisure destination Type and quality of cruise tourism infrastructure needed to support vessel operations and movement of passengers A market basis and strategic fit within a greater cruise ship deployment scheme CRUISE LINE DESTINATION SELECTION CRITERIA Consumers Venues Leadership Cruise Line Satisfaction Hotels Airport Marine Attributes CRUISE LINE DESTINATION SELECTION CRITERIA Marketing and Sales Marine Operations Consumer awareness and marketability of a cruise destination Access to consumers Fit with cruise brand philosophy Fit with consumer vacation patterns Marine navigation and access Berth, apron and terminal features GTA and parking Provisioning and Security History of operations from the port / destination Landside access Airlift Lodging Shore excursions and destination venues Terminal charges Labor, fuel and other operating costs Regulatory issues Maritime law Logistics, Air-Sea and Shore Excursions Finance and Legal CRUISE LINE DESTINATION SELECTION CRITERIA Marketing and Sales Marine Operations Consumer awareness and marketability of a cruise destination Access to consumers Fit with cruise brand philosophy Fit with consumer vacation patterns Marine navigation and access Berth, apron and terminal features GTA and parking Provisioning and Security History of operations from the port / destination Landside access Airlift Lodging Shore excursions and destination venues Terminal charges Labor, fuel and other operating costs Regulatory issues Maritime law Logistics, Air-Sea and Shore Excursions Finance and Legal CRUISE LINE DESTINATION SELECTION CRITERIA Marketing and Sales Marine Operations Consumer awareness and marketability of a cruise destination Access to consumers Fit with cruise brand philosophy Fit with consumer vacation patterns Marine navigation and access Berth, apron and terminal features GTA and parking Provisioning and Security History of operations from the port / destination Landside access Airlift Lodging Shore excursions and destination venues Terminal charges Labor, fuel and other operating costs Regulatory issues Maritime law Logistics, Air-Sea and Shore Excursions Finance and Legal CRUISE LINE DESTINATION SELECTION CRITERIA Marketing and Sales Marine Operations Consumer awareness and marketability of a cruise destination Access to consumers Fit with cruise brand philosophy Fit with consumer vacation patterns Marine navigation and access Berth, apron and terminal features GTA and parking Provisioning and Security History of operations from the port / destination Landside access Airlift Lodging Shore excursions and destination venues Terminal charges Labor, fuel and other operating costs Regulatory issues Maritime law Logistics, Air-Sea and Shore Excursions Finance and Legal PRIMARY VESSEL INFRASTRUCTURE Channel, navigation and access features Secure vessel berth – Berth and related infrastructure – Apron area and gangway – Water and other services to ships Passenger reception area – Security, customs and immigration (inbound / outbound) – Basic passenger services Ground transportation area (GTA) – Tour buses parking, – Taxi and shuttle areas for crew – Parking Access features CRUISE FACILITY PLANNING MODULE Category 1,800 Pax 2,600 Pax 3,600 Pax Channel Depth Berth Depth / Length Recommended 9m + overdraft 9m + overdraft / support 295m vessel with 236m to 242m for provisioning access’ Apron 20m wide / allowances for truck turning Individual Terminal Baggage 2,400 m2 3,900 m2 5,400 m2 3,000 m2 BCBP Offices 300 m2 300 m2 300 m2 300 m2 BCBP Processing 800 m2 800 m2 800 m2 1,200 m2 Check-In 900 m2 1,400 m2 1,800 m2 1,400 m2 Lounge 700 m2 1,100 m2 1,600 m2 1,200 m2 Support 1,000 m2 1,000 m2 1,000 m2 500 m2 Totals for Individual Terminal 5,700 m2 8,500 m2 10,900 m2 7,600 m2 GTA Parking Source: B&A, 2005. 6 – 10 buses per vessel plus POV/taxi drop-off areas 570 825 1,150 600 to 800 per operation CHALLENGE FACED IN FACILITY DEVELOPMENT In their most simplistic development application, cruise terminals have highly constrained revenue generating capabilities – Port charges generally cannot cover terminal developments Majority of benefit is experienced at the community level – In their role as facilitators of trade and commerce, ports sustain large capital investments in docks, harbors, and terminals MOVEMENT TOWARD MULTI-USE FACILITIES Mixed-Use Type Most Desirable Somewhat Desirable Less Desirable Mid-to upper level shopping (geared to locals and cruise passengers); luxury goods; duty free; high-end prepared foods; some kiosk and specialty retailers; others Marketplace / bazaar; crafts market Big box retail; low-end discount shopping Live theatre; specialty / Theme entertainment; Nightclub Standard cinemaplex; Sports facilities; Gaming - All; White tablecloth; Food court; Mid-Range Establishments - Office* Class A and B+; Maritime office Class B and below Hotel* Four to Five Star, Greater than 120 rooms Three star and lower Retail Entertainment Restaurants Residential* Conference / Convention* Multimodal Transport* Marina* Public recreation* Industrial - - All All - - Water Taxi; Mass Transit and Light Rail systems; Local charter and tour offerings Ferry (inter and/or intraregional); Public bus Industrial rail - All - All - - - - All Note: *Significant consideration needs to be given to Port security planning with incorporation of these uses. MOVEMENT TOWARD MULTI-USE FACILITIES Challenges Opportunities Create revenue opportunities Reduce project risk Higher utilization of infrastructure Enhanced destination experience Portrayal of community image Urban renewal / redevelopment Public access to the waterfront Increased capital outlay Transportation and parking Conflicts among land uses Conflicts among water uses Regulatory environment Future expansion Management skill Safety and security Public access to the waterfront BELL STREET PIER, SEATTLE Bell Harbor International Conference Center Conference Center – 4,366 m2 facility that can accommodate groups from 10 to 1,000 guests – One 300 person auditorium – 14 banquet and meeting rooms Shared use of cruise terminal areas for events and exhibits, especially off-season SEC4 CASE STUDY CASE STUDY: AUSTRALIA + SOUTH AMERICA CASE STUDY: AUSTRALIA + SOUTH AMERICA Australia / New Zealand and South America are emerging cruise regions Operations in Australia / New Zealand and South America are generally seasonal Both regions offer a mix of itinerary offerings and varied ports-of-call Australia / New Zealand and South America showcase different approaches to growing their businesses AUSTRALIA / NEW ZEALAND CRUISE REGION GROWTH IN ASIA CRUISE PASSENGER CAPACITY PRIMARY OPERATIONS AREA 1,200,000 50 45 40 35 800,000 30 600,000 25 20 400,000 15 10 200,000 5 0 0 2004 2005 2006 Pax Capacity SOURCE: CIN, 2008 2007 Ships 2008 Ships Passenger Capacity 1,000,000 AUSTRALIA / NEW ZEALAND CRUISE REGION Area hosts regional operators marketing their products to predominately Asian and Australian consumers as well as North American and European lines Star Cruises and P&O Cruises Australia comprise the primary regional operators, offering itineraries on 8 different vessels supporting 79.3% of passenger capacity in the region during 2008 Primary non-regional operators in 2008 included Princess, Royal Caribbean, Celebrity, Costa and Holland America AUSTRALIA / NEW ZEALAND CRUISE REGION Strong organizational agencies: Cruise Down Under and Cruise New Zealand Diversity of itinerary offer Continued success in building a home grown consumer base of consumers – 160,947 Australians—or 61% percent of total passenger numbers of 263,435 in 2007—choose to sail in the region Homogenous, familiar market Access to growing Asian travel and leisure areas Challenged to keep up with port improvements High airlift costs for North American passengers SOUTH AMERICA CRUISE REGION PRIMARY OPERATIONS AREA GROWTH IN SOUTH AMERICA CRUISE PASSENGER CAPACITY 1,200,000 50 40 800,000 30 600,000 20 400,000 10 200,000 0 0 2004 2005 2006 Pax Capacity SOURCE: CIN, 2008 2007 Ships 2008 Ships Passenger Capacity 1,000,000 SOUTH AMERICA CRUISE REGION The South America cruising region includes the southern cone, Brazil, the continent’s northwestern Pacific region, and the Western Caribbean Costa Cruises, MSC Cruises, and Royal Caribbean comprise the primary operators, offering itineraries on 9 different vessels supporting 52.1% of passenger capacity in the region during 2008 SOUTH AMERICA CRUISE REGION Proximity to the Caribbean; low repositioning and airfare costs – Caribbean “oversupply” has made pursuit of a strong South America option a useful Strong primary and adjacent sub-regions – Antarctica, Amazon River, Galapagos Islands Market supported by a diverse base of international visitors and a home grown consumer base Improving facilities Historically challenged by cabatoge laws Disorganized promotional / organizational entities CASE STUDY IMPLICATIONS Buildup of both cruise regions has been a patient, long-term endeavor – Long been welcoming small levels of cruise operations and traffic, slowly building on the success of the industry overall The presence of a well-organized, regional entity marketing to the cruise lines is felt to have had a positive impact in the Australia / New Zealand buildup of cruise levels Both regions have growing local consumer base Multiple, marketable itinerary options Generally stable regions and markets SEC5 OVERALL CAPE TOWN POSITION ASSESSMENT OVERALL POSITION ASSESSMENT Internal Factors List Internal Strengths (S): 1. … 2. … 3. … List Internal Weaknesses (W): 1. … 2. … 3. … List External Opportunities (O): 1. … 2. … 3. … SO Cell: Most salient or strategically important interactions of external opportunities and the strengths of the destination. Often the destination’s competitive advantage. WO Cell: Outlines the destination’s weakness versus the opportunities available and provides indication of where investment/disinvestment strategies should be placed. List External Threats (T): 1. … 2. … 3. … ST Cell: Interaction between the destination’s strengths and the external threats in the marketplace and environment overall. Suggests where mobilization and improvement may need to occur to address threats. WT Cell: The mix weaknesses and threats suggest the most vulnerable area of the destination, and often, where a program of “damage control” should be implemented. External Factors EXTERNAL OPPORTUNITIES Positive global cruise market growth fundamentals Desire of cruise lines and their clientele to explore new regions and destinations Configuration of the Southern Africa region High travel and leisure enthusiast aspiration for an accessible African travel experience Increased global brand identification with South Africa and Cape Town as a destination Favorable government policies toward tourism and related businesses and investment FIFA 2010 opportunity as a showcase EXTERNAL THREATS Mobility of the cruise industry Regional safety and security issues, both real and perceived by potential cruising guests Significant repositioning distances and costs associated with the entire itinerary offer Limited / unknown, complex consumer base within the region Unclear vision and direction for the region Lukewarm reception by cruise lines for Southern Africa at present Eastern position of the Cape Town in the region INTERNAL STRENGTHS Diversity of venues and the destination offer overall; total quality guest experience Immediate engagement of primary waterfront amenities Basic port capability to welcome the industry’s largest vessels Quantity and quality of airlift and hotel capacity Established maritime components Availably of options for improvement to cruise related / supporting facilities INTERNAL WEAKNESSES Multiple parties involved in the primary delivery of cruise facilities / operations Varied local enthusiasm for the cruise enterprise overall Conflict / priority of cargo operations within the Port area / basin Lack of dedicated cruise facilities for homeport operations OVERALL POSITION ASSESSMENT Internal Factors List Internal Strengths (S): 1. … 2. … 3. … List Internal Weaknesses (W): 1. … 2. … 3. … List External Opportunities (O): 1. … 2. … 3. … SO Cell: Comparative Advantage Cape Town’s offer is highly congruent with positive global cruise market trends and the demand for new and exciting cruise destinations. The basic parameters are in place for Cape Town to emerge as a successful participant in the role of homeport and port-of-call. WO Cell: Investment/Disinvestment With the positive market opportunities available, the initial investment of resources required to leverage the positive macro and micro opportunities are market and organizational based over the short term, with capital and operational improvements needed over the mid- to long-term. List External Threats (T): 1. … 2. … 3. … ST Cell: Mobilization In many aspects, Cape Town’s successes is reliant on others within the external environment; showing leadership in the region is one of the few ways the City can chart a positive course. While the global market is highly favorable, the region has a number of initial and ongoing obstacles to overcome. The key starts with marketing and organization. WT Cell: Damage Control The changing and mobile nature of the cruise industry, lack of substantial interest by cruise lines and regional security/perception issues paired with disorganization at home and a need for some facility improvements suggests a marathon, not a sprint, is required. Key outlier issues may be too great to overcome. External Factors SEC6 RECOMMENDATIONS MOVING FORWARD RECOMMENDATIONS MOVING FORWARD Software. Programs and marketing efforts developed to ensure product quality, brand recognition, communication efforts and others. Operations. Functional enhancements that allow for improved cruise operations. Hardware. Strategies and action items to ensure that appropriate capital improvements are planned and developed to meet anticipated cruise industry throughput and facilities needs. SOFTWARE: OVERARCHING OBJECTIVES A large portion of the ultimate success to be achieved by Cape Town and South Africa is reliant on moving forward with marketing efforts – Establish a strong case for Southern Africa cruising with cruise lines – Work to build a foundation of seasonal business with international consumers; and, – Foster a local consumer base for cruise products. Emphasis should be placed on organizing the messages and messengers first Resources beyond those presently committed by Cape Town and elsewhere are going to be required SOFTWARE: RECOMMENDATIONS Cruise marketing plan – It is critical that Cape Town refine and implement a specific cruise marketing plan for the City and region. – Hold a marketing goals workshop – Identify the marketing audience – Message development and refinement – Messenger identification Formulation of a Cruise Cape Town Committee (CCTC) In-house education program Incentives packaging for cruise lines SOFTWARE: RECOMMENDATIONS Market to the Cape Town community Development a cruise passenger visitor's kit Lead in development of Southern Africa Cruise Association Establish a methodology for port costs benchmarking Hold cruise tourism provider education sessions Establish strategic relationships with key ports in the region SOFTWARE: RECOMMENDATIONS Conduction travel agent education sessions International Cruise Trade Show Participation Hold North American and European cruise operator visits Hold North American and European cruise operator familiarization trips – Possibly linked with FIFA 2010 Work with tour providers to design new offerings suitable for cruise passengers Establish targeted provider program offerings – Luxury, adventure, destination OPERATIONS: OVERARCHING OBJECTIVES The smoothness of operations is as important as the quality of the facilities; think destination delivery – – – – Operational planning and coordination Benchmarking Guest security and safety assessments and programs Organization and communication OPERATIONS: RECOMMENDATIONS Become deeply involved with the FIFA 2010 floating hotel destination delivery – Sportscom (communication and sports marketing) Meet with Port / V&A regularly on threat assessment and security issues – Conduct assessments for cruise passengers and generate a specific plan to share with the lines – Hold public safety education sessions Become involved in homeport and port-of-call operations planning, especially for peak days OPERATIONS: RECOMMENDATIONS Develop and implement a cruise benchmarking strategy Develop a scheduling plan for the committee Establish an operations audit and enhancements program based on benchmarking feedback Establish Cape Town primary and secondary venues and tour provider assessments Establish a smart-pass program HARDWARE: OVERARCHING OBJECTIVES Additional cruise berthing and related terminal spaces are needed over the medium- to long-term Options need to be explored associated with the future role of V&A Waterfront, the Port of Cape Town (NPA) and City to create a win-win-win scenario that will be conducive to meeting future cruise industry opportunities To reduce risk as well as meet other needs observed in the maritime and commercial environment, multiand mixed-use cruise development approaches should be pursued. HARDWARE: RECOMMENDATIONS Establish a cruise facilities improvement plan – Engage the cruise lines for assistance – Financial component Prepare a MOU between V&A Waterfront, the Port and City on plan implementation Ensure a working, interim capital improvements plan for delivery of homeport and port-of-call needs Prepare a detailed plan, with emphasis on development of a mixed-use facility with supporting revenue inputs Implement the detailed plan timed to market conductions (cruise or mixed-use components) INVESTIGATION OF THE CRUISE LINER INDUSTRY DRAFT STUDY RESULTS | 7.16.08 MITCHELL DUPLESSIS PROJECTS (PTY) LTD | LANDDESIGN