Master Planning of Zoos - Central Zoo Authority
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Master Planning of Zoos - Central Zoo Authority

Master Planning of Zoos - Central Zoo Authority Master Planning of Zoos - Central Zoo Authority

cza.nic.in
15.07.2013 Views

Technical Session V How do I price the New Zoo? • Look at the Price Sensitivity of your Target Market • How much can they spend & how will they spend it? • How much of it can I take? Where can I take it? • Understand the Market Place you are in Benchmark for Pricing • What is the disposable income of my market segments? • How much do they spend on leisure? • What is the cost of a cinema ticket, an amusement park ticket, other ticket costs? • What do they spend on eating out? • What do they spend on retail? • What is their thresh hold? Pricing for Peak & Low Periods • Week days vs. week ends • School holidays • Seasonal patterns – high & low periods • International & domestic tourists arrival patterns • Operating hours • Consider duel pricing, seasonal pricing • What can I charge for? • How do I improve my low seasons? Other Revenue Streams • Food & Beverage (F&B) • Retail • Fund raising • Adoptions & sponsorship • Photography • Rides • Entry to extra areas - safari, children’s zoo • Overnight stays • FOZ scheme/s 258 Singapore Zoo Revenue Composition Category S$ ‘m % of Revenue Admission 7.0 40 F&B Sales 6.0 34 Retail Rental 0.6 4 FOZ fees 1.7 10 Adoptions 0.8 5 Others 1.0 6 Total 17.1 100

Proceedings of Training Programme Master Planning of Zoos Does Zoo Food have to be Lousy? Make Use of Spectacular Settings Experiential Dining Food & Beverage • Offer good quality food, create a setting, have interior theming, provide good service, make it an “experience” • Research & understand the preferences & tastes of your target segments • Create different outlets - a restaurant, fast food outlets, kiosks, ice-cream & drink stands • Get professionals to operate the outlets - rent them out • OR set up an F&B team A Possibly Retail Setting A Beautiful Asian Home 259

Technical Session V<br />

How do I price the New <strong>Zoo</strong>?<br />

• Look at the Price Sensitivity <strong>of</strong> your Target Market<br />

• How much can they spend & how will they spend it?<br />

• How much <strong>of</strong> it can I take? Where can I take it?<br />

• Understand the Market Place you are in<br />

Benchmark for Pricing<br />

• What is the disposable income <strong>of</strong> my market segments?<br />

• How much do they spend on leisure?<br />

• What is the cost <strong>of</strong> a cinema ticket, an amusement park ticket, other ticket costs?<br />

• What do they spend on eating out? • What do they spend on retail?<br />

• What is their thresh hold?<br />

Pricing for Peak & Low Periods<br />

• Week days vs. week ends<br />

• School holidays<br />

• Seasonal patterns – high & low periods<br />

• International & domestic tourists arrival patterns<br />

• Operating hours<br />

• Consider duel pricing, seasonal pricing<br />

• What can I charge for?<br />

• How do I improve my low seasons?<br />

Other Revenue Streams<br />

• Food & Beverage (F&B)<br />

• Retail<br />

• Fund raising<br />

• Adoptions & sponsorship<br />

• Photography<br />

• Rides<br />

• Entry to extra areas - safari,<br />

children’s zoo<br />

• Overnight stays<br />

• FOZ scheme/s<br />

258<br />

Singapore <strong>Zoo</strong><br />

Revenue Composition<br />

Category S$ ‘m % <strong>of</strong><br />

Revenue<br />

Admission 7.0 40<br />

F&B Sales 6.0 34<br />

Retail Rental 0.6 4<br />

FOZ fees 1.7 10<br />

Adoptions 0.8 5<br />

Others 1.0 6<br />

Total 17.1 100

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