ROOM FOR GROWTH

Andreas Veilstrup Andersen, CEO & President

Liseberg AB

20 September 2016

1923 2021

WHY EXPAND?

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.

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

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

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

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

THE PROCESS

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

Idea

Hypothesis

Market Study

Test

Concept

Design

Financial

Modelling

Business Plan

Feasibility

DD

Costing

Build

Procurement

Opening

Operation

PROCESS

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

Idea

Hypothesis

Market Study

Test

Concept

Design

Financial

Modelling

Business Plan

Feasibility

DD

Costing

Build

Procurement

Opening

Operation

33 ALTERNATIVES IDENTIFIED

ALTERNATIVES

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

ALTERNATIVES MATRIX

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

Idea

Hypothesis

Market Study

Test

Concept

Design

Financial

Modelling

Business Plan

Feasibility

DD

Costing

Build

Procurement

Opening

Operation

8 HYPOTHESIS TESTED

HYPOTHESIS

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

• …

Hotel

Water Park

+3,5h park

+2,5h park + hotel

FEC

FEC + hotelHotel & Water Park

Idea

Hypothesis

Market Study

Test

Concept

Design

Financial

Modelling

Business Plan

Feasibility

DD

Costing

Build

Procurement

Opening

Operation

2 SCENARIOS FORMULATED

SCENARIOS

Liseberg

- no hotel

Scenario 1

Liseberg

- with hotel

Scenario 2

+ water park

+ park expansion

+ FEC

SCENARIOS

Idea

Hypothesis

Market Study

Test

Concept

Design

Financial

Modelling

Business Plan

Feasibility

DD

Costing

Build

Procurement

Opening

Operation

HOTEL + WATER PARK

SCENARIO 2

• 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

THE PROGRAM

Ägardialog

WHAT IF WE DON’T

EXPAND?

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

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

THANK YOU

Room for growth: Lodging and

resort development

in the attraction business

Søren Kragelund, CEO

Fårup Sommerland

September 20th 2016

Fårup Sommerland(in northern Jutland, Denmark)

VIDEO NON AVAILABLE

3

Growth-curve

4

Guest-satisfaction: 99 %NPS-score: 82%

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”

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

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

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

Thank you for listening

Questions?

17