Annual Report 2012 - Tivoli

❖ 2012 IN RETROSPECT FOR TIVOLI ❖❖2012 IN RETROSPECT FORTivoli’s stages buzzed with activity indoors as well asoutdoors, and the business area Games went onlinewith the opening of tivolicasino.dk. In other words, ithas been a “year of culture and entertainment.”Already in February, Tivoli’s first own production(in cooperation with The One and Only Company)Grease premiered, and after that, music, ballet andtheatre productions followed in rapid succession at theConcert Hall and the Glass Hall Theatre. The combinationof guest performances, new own productionsand shows produced by others lead to considerablybetter capacity utilisation of the halls than last year.A total of 332,000 people enjoyed a production atTivoli in 2012.Concerts and shows at Tivoli’s stages represent animportant part of the Tivoli concept. Also in this area,the activity level was raised considerably with theintroduction of the Music Week giving each day of theweek its own entertainment profile.Tivoli’s visitor profile in 2012 reflects our culturalfocus with a steep increase in the target group referredto as “cultural consumers” who primarily visit Tivolito enjoy a show: The growth in cultural visitors isoffset by a decrease in visits by the target group“teens” who are defined in Tivoli’s surveys as youthsof the same age visiting Tivoli together to go on therides (in other words, there may be 13-19-year olds inthe other target groups, eg in connection with a familytrip). As it is part of the Tivoli concept to “cater foreveryone”, this also illustrates why some years are“years of dining” and others “years of culture orentertainment”: in order for Tivoli to remain relevantfor all target groups.The number of foreign tourists among Tivoli’s visitorsis slowly increasing again. Since the onset of theglobal economic crisis, Tivoli has participated activelyin efforts to reinforce tourism in Copenhagen andDenmark in cooperation with tourist organisationsand other major stakeholders. A fruitful dialogueis going on, and various marketing initiatives havebeen launched, whereas the giant leaps, such as fullremoval of VAT on hotel nights and restaurant visits,are slow to come. These measures are crucial to giveDanish tourism the same framework conditions as therest of Europe.VISITOR Segmenter PROFILE Sommer SUMMER 20122010 2011201230%25%20%15%10%5%0%Families with children Teens Cultural consumers Bon vivants Friends Business Others13