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

Brand Awareness

Entertainment Habits

Theme Park Experiences

F&B Potential

Conceptual Evaluations

Price Sensitivity

Potential Visitor Calculations

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;

Research – Catchment Areas

Research – Participant Demographics

WHO ? Istanbul ResidentsAge group of 15-55 People under the segmentation of B and C

HOW ?Computer based face to face discussionsFace to face Focus GroupsAn average of 45 minutes per survey has been achieved.

WHERE? European Side

ArnavutköyEsenyurt

Avcılar EyüpBağcılar FatihBahçelievler

GaziosmanpaşaBakırköyGüngörenBayrampaşa

KağıthaneBeşiktaşKüçükçekmeceBeylikdüzü

SarıyerBeyoğlu ŞişliBüyükçekmeceSultangaziEsenlerZeytinburnu

Anatolian Side

AtaşehirBeykozÇekmeköyKadıköyKartalMaltepeSancaktepeSultanbeyliÜmraniyeÜsküdar

Research – Participant Demographics

5050

Gender(%)

FemaleMale

15 - 19

20 - 24

25 - 34

35 - 44

45 - 55

2

11

50

30

6

Age Groups(%)

6235

3

Marital Status (%)

Married Single

Divorced

5050

Kids? (%)

Yes No

25

75

Customer Segmentation (%)

B

C1

Research – Participant Demographics

0-5

6-9

10-14

>15

100

36

3

1

How old is your child?

1.500 TL ve altı

1.501 - 2.000 TL

2.001 - 3.000 TL

3.001 - 4.000 TL

4.001 - 5.000 TL

5.001 - 6.000 TL

6.001 - 7.000 TL

7.001 - 8.000 TL

Red etti

0.8

10.0

18.010.9 9.2

3.1 1.2 0.5

46.2

Average Household Income: 3.203,04 TL

3,2Perso

n

Average Household Size

Kids in Household (Average)

1,4

Research Findings

• Brand Awarness

• Entertainment Habits

• Visitation Frequency

• Length of Stay

• Per Capita Spending

• Dining Habits

Atlantis (

Cevahir)

Akvaryu

m, Jura

ssic L

and (Foru

m İstanbul)

Fesh

ane

Vialand

İstanbul A

kvaryu

m

Bostancı

Lunapark

Kidzmondo (T

rump)

Galerya E

ğlence Parkı

DreamPark

(Metro

City)

Snowpark,

Playbowlin

g, Starp

ark (Toriu

m)

Playland (O

ptimum)

Via Crazy

Park(Viaport)

Funny D

ay (M

etroport)

Buz pateni (K

anyon)

Fun City

(Airp

ort)

Safari

Park (N

eomarin)

Kidzania

Aklıma gelm

iyor

1712

39

4

10

25

26

1 2 3 1 4 4

14

54

47

2823

27 28

17

24

18

26

11 10

19

11 10

17

4

Top of Mind Awarness Spontaneous Recall

Brand Awareness (%)

B2. Theme Parks Top of Mind Awarness? (Single Answer)B3. Other Theme Parks you can recall? (Multiple Answer)

Frequency of Visitation

1 15

10

63

11

4 3 2 1

In what Frequency do you visit Theme Parks? (%) Average: 1,4 visits / month

W/kids: 1,3 visits / moW.out/kids: 1,6 visits / mo

Asia: 1,2 visits / moEurope: 1,6 visits / mo

2 hours40 mins

0-1 hours 1-2 hours 2-4 hours 4-6 hours 6 hours

57

40

3 1

How long do you spend in themeparks? (%)

Anatolian Side: 2 hours 46 minEuropean Side: 2 hours 37 min

Length of Stay

Average Time Spent

Per Capita Spending

Average: 54,28 TL

0-20 TL 21-50 TL 51-80 TL 81-100 TL 101 TL ve üzeri

7

62

19

83

How much do you spend in theme parks? (%)

With kids: 53,14 TLW/out Kids*: 56,61 TL

European Side: 53,77 TLAnatolian Side: 54,74 TL

Dining Habits

Average:

27,47 TL

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

Thank You!