Freezing it!!EsselWorld to launch Freeze next month at Inorbit Mall, Pune.Tags: EsselWorld, FreezeBY GUNJAN PIPLANI | JUNE 19, 2012 | COMMENTS ( 0 ) | Share

BhushanMotianiEsselWorld will soon be launching Freeze, their in-mall entertainment format, to reach out to customers. GunjanPiplani caught up with BhushanMotiani, Head of Marketing & Sales at EsselWorld& Water Kingdom, to get details on their venture.GunjanPiplani (GP): What has been the aim behind entering small entertainment formats in mallsBhushanMotiani (BM): The main idea of entering new formats was to extend the brand EsselWorld in to newer genres of active entertainment. The timing of entry also had to be perfect. We have been researching possibilities and probabilities of extending the brand for quite some time now; finally, after a hiatus of 22 years, it is happening. EsselWorlds Freeze would be another first from us.The whole idea behind this extension was to make active entertainment fun and reachable. The brand EsselWorld is synonymous with fun and by entering mall formats we will now also be reachable.GP: Who are your target audience for the same?BM: All our products are designed for masses to enjoy. Freeze too has been designed to cater to this large section of audience. The typical age base would be between 14 to 40 years. This audience has good amount of disposable income and can be accessed in high footfall areas like malls and entertainment centres.GP: What kind of activities will this new format, Freeze, have? What is the area, size and placement of the format?BM: Freeze is unique. The combination of offerings and the method of presentation via malls make it the first of its kind in this country. The elements that make it unique would be a fresh combination of Ice which signifies the Arctic Circle and Snow for the North Pole well blended with a complimentary lounge, Freeze Bar. The first Freeze at Pune is built on a size exceeding 5500 sq.ft approximately and is being specifically placed at the food court level where there are maximum footfalls.The Freeze capsule from EsselWorld is being designed to fit in sizes ranging from 5,000 to 10,000 sq.ft and will be placed in high footfall zones inside malls.GP: For merchandising and retailing food & beverages, have you tied up with any brands? Kindly elaborate.BM: We have a rich partner base within EsselWorld& Water Kingdom and all of them have showed willingness to participate in this first outside venture from us. Merchandise will be sourced to start with from our own merchandise brand within EsselWorld; as for Food & Beverages, we have multiple partners like Coca Cola, Lavazza, Carlsberg and Red Bull to name a few.GP: What kind of investments have you made in the new format?BM: Entertainment concepts like ours are expensive and have long gestation periods. Our technology has been sourced from the best in Europe and so are our interiors. We have invested more than Rs 60 million in this project.GP: What kind of promotional activities are being planned? And what are your marketing strategies?BM: We at EsselWorld are well known for our strong marketing campaigns; Freeze will also see an aggressive campaign from us. There are well-planned pre-launch and post-launch activities along with sustained campaigns and promotional tie-ups.GP: What kind of footfalls are you expecting?BM: We expect more than a lakh of people to visit Freeze in the first year itself since it being a unique and a wholesome concept from EsselWorld.GP: Is the in-mall entertainment format picking up more as compared to standalone amusement parks?BM: When we speak of amusement and water parks, we must not forget that real parks are all about size and scale and real-estate in todays day and age is not cheap. So, yes, in-mall entertainment will pick-up and you will see newer entertainment concepts to come in. We too have planned a few firsts in the coming months and years.GP: Do we see Freeze coming up in other locations as well apart from Pune?BM: Yes, many more Freeze centres will come up in the near future. We rely a lot on strong research in selecting concepts for our park and certainly have done many for our new outside projects as well. Choice of locations will depend on outcome of research in select markets. Two more centres will be opened shortly

EsselWorld and Water Kingdom

Parent CompanyEssel Group, Pan India ParyatanPvt. Ltd.

CategoryAmusement Park/Theme Park

SectorTourism& Hospitality

Tagline/ SloganIts Your World

USPThe only full-fledged amusement park near Mumbai

STP

SegmentChildren, families, youth

Target GroupFamilies and youngsters living in and around Mumbai

Positioning Island of Fun

SWOT Analysis

Strength1. The parent company is a pioneer in the concept of amusement park in India.2. Essel World is Indias largest amusement park and Water Kingdom is Asias largest theme water park.3. The park is spread over a huge land mass of 64 acres and attracts thousands of visitors each day.4. There are more than 30 rides along with other recreational options.

Weakness1. The park has limited global presence2. The offerings are fewer compared to those of some of the other famous international parks.

Opportunity1.This being the only full-fledged amusement park in Mumbai, has huge crowd-pulling potential.2.The demographics of Mumbai suggest that there is a lot of young population in Mumbai who are the potential visitors.3. With the introduction of group offers, annual passes and multi-visit passes, the park can hope to increase its customer base.

Threats1. The upcoming culture of visiting malls that have play areas can be a threat.2.Since the frequency of innovations in offerings is very low, there is no incentive for second time visits.3.The business is more seasonal in nature, there are more visitors during the holiday season, on other days there is a slack.

Competition

Competitors1.Suraj Water Park, Mumbai2.Ramoji Film City, Hyderabad3.Kingdom of Dreams, India

Disneyland Park

Parent CompanyThe Walt Disney Company

CategoryAmusement Park

SectorTourism and Hospitality

Tagline/ SloganWhere Dreams Come True; The Happiest Place on Earth

USPThe first amusement park made for both adults and children

STP

SegmentLocal as well as international tourists

Target GroupHigh income group families

PositioningAmusement Park for children as well as adults

SWOT Analysis

Strength1. This is the oldest and the original Disneyland Park2. This is the worlds most popular brand in the category of amusement parks3. It has a larger cumulative attendance than any other theme park in the world4. Has a very wide range of offerings suitable for all age groups and personality types5. Attracts close to 16 million tourists every year6. One of the top-of-the-mind amusement and recreation parks in the whole world7. Strong brand equity and visibility, and strong brand backing of Walt Disney

Weakness1.It has a very diverse product portfolio with several different theme parks and hotels, which makes centralized management and monitoring very difficult.2.Incidents and accidents over the years have been problematic

Opportunity1.The flourish of the travel and tourism industry offers excellent prospects2.A huge opportunity exists in the companys ability to build innovative new attractions that bring the imaginary world to life3. The companys ability to leverage on the huge popularity of the brand also offers an excellent opportunity4. Special offerings to tap tourists specially from the emerging economies

Threats1. Local competitor, Universal Studios is gaining huge popularity.2.The various theme parks opening throughout the world have the potential to steal away visitors.3. In the absence of constant innovation and upgradation, the Disneyland runs the risk of losing its charm.

Competition

Competitors1.Universal Studios, USA2.Seaworld Park, USA3.Genting Highlands, Malaysia

Providers of comfortable and pleasurable holidays 365 days a yearThe park offers a condensed European experience through its 15 theme parksA park that provides a magical experience to the entire family

GharNahiJahuga MeinReviewed 22 November 2012NEWIdeal for one day picnic with friends and family, love this place and visiting from 1998 till date. Love the rides and dashing carWas this review helpful?YesProblem with this review?See 20 more reviews by GypsyShoeb for Mumbai

nkkapasiHyderabad, IndiaContributor12 reviews6 attraction reviewsReviews in 5 cities5 helpful votesNice Day OutReviewed 31 October 20121person found this review helpfulWent to Essel World and Waterkingdom with my two sons. They had a blast. You can easily cover both the parks in a day, unless you want to do the kids rides also.

The parks have been decently maintained (could be better) and are very green with lots of trees.

Water Kingdom is fun but the number of thrill rides are very few and with with less variety.

If you haven't been to some of the other theme parks in the world or if you want to have a day of fun in Mumbai, you can go.Visited October 2012LessWas this review helpful?YesProblem with this review?See 2 more reviews by nkkapasi for MumbaiAsk nkkapasi about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

roamingrover86Kolkata, IndiaSenior Reviewer8 reviews3 attraction reviewsReviews in 3 cities3 helpful votesExcellent day outReviewed 17 October 20121person found this review helpfulWe had an excellent day out, its a total fun park. Try to work your way through the "MAP" which will be provided along with the ticket. We attempted and completed every ride on the list with success. A suggestion, have minimal lunch .Visited August 2012Was this review helpful?YesProblem with this review?Ask roamingrover86 about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

MANISHPALSAPURENagpur, India2 reviewsReviews in 2 cities2 helpful votesNice place to relaxReviewed 12 October 20121person found this review helpfulIts really nice place to Relax and have fun along with family and friends. lot of rides for kids as well as Adults too. Food quality is also ok and have choice in water kingdom . You have have chilled beer or drink and can relax in swimming pool nearby.One only problem is while taking the boat to Gorai, the small road near the ticket center of fairy is very dirty and u will get smell of fishes due to fishermen sitting just right near ticket window. Visited May 2012LessWas this review helpful?YesProblem with this review?Ask MANISHPALSAPURE about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

ShukllaMumbai, IndiaSenior Contributor30 reviews18 attraction reviewsReviews in 9 cities23 helpful votesEXCELLENT ENTERTAINMENT PARKReviewed 11 October 20123people found this review helpfulEssel world is perhaps the best entertainment park of the country which gives a guest an experience very similar to the Disney land. Its adjoining water theme park, water world, is a must visit for all tourists.Visited June 2012Was this review helpful?YesProblem with this review?See 13 more reviews by Shuklla for MumbaiAsk Shuklla about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

postpunPune, IndiaSenior Reviewer7 reviews6 attraction reviewsReviews in 2 cities6 helpful votesAs tourist people cant spend a day just for ammusmentReviewed 9 October 20123people found this review helpfulAlso destination is far away & roads are not 100% ok. Tourist coming to India for many other reason other than a ammusment parkWas this review helpful?YesProblem with this review?See 3 more reviews by postpun for MumbaiAsk postpun about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

mallika gMumbai, IndiaReviewer5 reviews3 attraction reviewsReviews in 2 citiesCrazy funReviewed 24 September 2012One of the great theme parks in mumbai.A good place to enjoy your day with friends and family and relive your childhood. A new Mumbaikar should visit it and have a fun filled experience.Visited September 2012Was this review helpful?YesProblem with this review?See 3 more reviews by mallika g for MumbaiAsk mallika g about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

Saurabh_R_KMumbaiSenior Contributor29 reviews10 attraction reviewsReviews in 10 cities12 helpful votesA getaway from busy life in the cityReviewed 21 September 20121person found this review helpfulEssel World provides a nice getaway from the city. A few years back it used to be one of the best getaways. However, lately with the years passing, the excitement to visit this place has reduced. Nonetheless, it a good place to visit with children.Was this review helpful?YesProblem with this review?See 19 more reviews by Saurabh_R_K for MumbaiAsk Saurabh_R_K about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

Hardeep966Chandigarh, Chandigarh, IndiaContributor13 reviews7 attraction reviews1 helpful voteKids PlaceReviewed 15 September 20121person found this review helpfulI took my son for the first time to Essel World mumbai. This place is something like going to Disney World in France. My son really had good time with too many kids ride. Well done mumbai.Visited August 2012Was this review helpful?YesProblem with this review?See 12 more reviews by Hardeep966 for MumbaiAsk Hardeep966 about EsselWorldThis review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC

tejaswani_1Mumbai, IndiaContributor13 reviews8 attraction reviewsReviews in 2 cities3 helpful votesGreat hang out with a group! but costly.Reviewed 13 September 20122people found this review helpfulIt is an amazing place, great fun, but food and entry fee is costly there.Dont forget to go for ice skating and thunder.

It will be the best time with a group but you have to shell out extra for ice skating, bowling, food etc. but most of the rides are free.Visited May 2012An amusing businessThe amusement and theme parks industry in India is deemed to be worth over Rs 6,000 crore. This figure, coupled with the country's population speaks volumes, literally, in terms of potential and success. ByChetanKapoorThe amusement and theme parks industry in India found its roots during mid and late 1980s when a few innovative entrepreneurs took up the challenge of establishing amusement parks in Delhi, Kolkata, Mumbai and Chennai. This makes the market in India relatively new when compared with that in the USA and Europe.The good news is that, according to industry sources, this sector is growing at a rapid pace and over 150 amusement parks, water parks and snow parks are currently in operation in India, with an overall investment of over Rs 30 billion. The number of footfalls these parks (put together) manage to get is around 50 million annually with an annual turnover of approximately Rs 5 billion.We've heard of the world's Disneylands, Genting Highland, Sentosa Island, Las Vegas, and now the Dubailand. So far, the travel agents and national tourism boards have been successful in marketing these manmade attractions and have showed no signs of stepping back while promoting the same. And why would they? After all, these attractions translate into big money. However, in India, this concept as means to attract tourism has been relegated to the backburner.House of horrorsNileshMistryVice President (corporate affairs)Essel Group

In spite of the mind-boggling investments made in constructing and developing amusement and theme parks, the industry has not got its due. In India, the tourism policy does not address the needs and the potential of the amusement industry and fails to provide uniform subsidies or tax exemptions for it to grow like other industries. The fact that most of the industry was unorganised for a long time has also impacted its growth.A high level of entertainment tax (ET) has been the primary source of concern for the industry. The fact that it is a state-specific subject makes matters worse. Although ET is charged at cinemas, circus, clubs, and earlier even at cabarets, the concept of this tax was to restrict people from consuming/acquiring 'harmful' products such as cigarettes, alcohol, etc. According to NileshMistry, vice president (Corporate Affairs), Essel Group which owns EsselWorld and Water Kingdom properties in Mumbai, "Initially, concepts such as amusement and theme parks weren't mentioned in any state's ET policy. Thus, it was 65 per cent along with an added 10 per cent surcharge and in some parts it was to the extent of 110 per cent. After much deliberation, citing foreign case studies, and even local examples, the policies were amended."AbhijitDuttaPresident (project &engineering)Nicco Parks & Resorts

AbhijitDutta, president (Project & Engineering) of Kolkata-based Nicco Parks & Resorts, adds, "This is a capital-intensive industry and the cost of rides and attractions, which are often imported are very high. Therefore, we are required to obtain debt fund from banks and other financial institutions. Servicing this borrowed fund with high interest cost and return of principle amount becomes a huge burden for the amusement parks." Land acquisition and rehabilitation issues, maintenance cost, coupled with high labour, electricity and water costs also add up to a considerate amount.Joining the piecesRajen ShahMDArihant Industrial Corporation andPresident, IAAPI

In 1999, the Indian Association of Amusement Parks & Industries (IAAPI) was formed to bring the entire amusement industry under one umbrella. According to Rajen Shah, managing director, Arihant Industrial Corporation and president of IAAPI, "The association aims to promote and encourage the growth of amusement industry in India. Through its multi-faceted activities it has brought all those related to the business together and has set international quality standards for safety, rides and the use of resources."He adds, "IAAPI has presented to the government authorities the issues of exemption of entertainment tax, excise and provision of benefits to the amusement industry." Shah believes that the Indian amusement industry is in the midst of a boom and millions in the metros and even small towns are looking out for world-class entertainment avenues.The sector has tremendous potential for investment by business houses and foreign investors. Rajeev Jalnapurkar, vice president of Ramoji Film City, wants the state of Andhra Pradesh to take a step in this regard. He says, "Every state has its USP. Gujarat has its kite festival, Kerala has its ayurveda packages but there is nothing for Andhra Pradesh. We need to take Tirupati as a peg and build other destinations around it. Amusement parks and theme parks should be developed and promoted as destinations in themselves."To attain this, even the psychology of people needs to be addressed. Harry Clement, chief marketing manager of Mount Opera in Andhra Pradesh, says, "The general view about amusement parks in the country is that it is a place for kids and adults have nothing to do there. This perception has to change and people have to see amusement parks not merely as places to kill time but as places which offer a judicious blend of leisure, fun and health." Such 360-degree developments in terms of having a body to address grievances of the industry, unifying them to achieve the industry's potential and most importantly lure high number of population to visit such sites will only make this industry stand on its feet.Product developmentArunkumarMuchhalaMDMuchalla Magic Land and Founder, Suraj Waterpark

Comparing international amusement and theme parks with the Indian ones, one needs to ask why isn't the Indian amusement industry doing as well? In addition to the setbacks mentioned earlier, lack of product development is the most viable reason. ArunkumarMuchhala, managing director of Muchalla Magic Land, founder of Suraj Waterpark, says, "There is a constant flow of investment in upgrading and adding new rides in this industry and the gestation period is very long and borrowing funds isn't an easy option. Earlier, the Tourism Finance Corporation of India (TFCI) would demand very high rate of interest and since recovering money in this industry is a difficult task, one faces loss in the initial years. So failure in clearing instalments, coupled with loss mentioned in one's balance sheet has put many out of business." Thus, lack of availability of monetary benefits has been an integral aspect working against the industry.Building a quality product also means rides maintaining the highest standards in terms of quality and safety. Even though some parks may independently follow safety norms, there are no nationwide safety standards to be followed. ArunChittilapilly, executive director, Wonder La in Bangalore, claims, "We have received over seven lakh visitors in our very first year of operations and safety obviously is of utmost importance. Every ride in the park undergoes daily safety checks before being opened to the public. Every ride is shut down at least once a year, taken apart and all parts serviced."VGP RavidasVice PresidentIAAPI

Answering to the state of safety norms in this industry is VGP Ravidas, vice president of IAAPI. He says, "IAAPI has submitted a proposal to the Bureau of Indian Standards (BIS) for chalking out uniform safety guidelines for amusement parks, which is seriously working out standard specifications. We hope to outline the safety guidelines at the earliest." Looking at these developments, one can say that the amusement-entertainment industry has entered a mature phase and has started thinking about certification and accreditation. The industry and the central government is working closely with international private certifying companies like TUC, MICON and SGS to bringing safety accreditation. This kind of certification will improve credibility and bring in a global appeal, says an industry insider.If one were to observe the location of these units, they are mostly in the outskirts of cities. Thus, setting up even basic infrastructure becomes a Herculean task not only in terms of labour involved but also monetary expenses. Taking a case study of EsselWorld, Mistry says, "Since the area had a small population, we had no support from the local municipal corporation for solid waste management, garbage disposal, sewage lines and electricity. Thus, we had to find alternatives - operating on generators, rain water harvesting for an easy and regular supply of water, set up our own sewage treatment plant having vermiculture pits to convert garbage into manure and maintain greenery in our property - to become self-sufficient and also to cut costs." Furthermore, on a larger scale, there are minimal or hardly any tie-ups with state tourism boards or travel agents to market and increase the visibility of such sites in the country, let alone globally. Malaysia Tourism is a great example. It has been promoting Genting Highland with enormous benefits.Quick facts

There are over 150 amusement and theme parks in the country This converts to over Rs 6,000 crore industry, and still growing Positives: Around 50 million footfalls, more investments being made, birth of IAAPI to bring the industry together Drawbacks: High entertainment tax, lack of tourism policy pertaining to the promotion of this industry

The time machine: Changing timesCertain states have realised the potential of such entertainment units and have reduced or simply eradicated ET. Also, the amusement industry may not necessarily always cater to international tourists (thus probably losing out on higher revenues as charged at historical sites) and the beneficiaries have no problems with that since the number of domestic visitors is moving upwards slowly but steadily."Annually, we get three to four lakh people and this may not necessarily give us a huge turnaround. For us, profit really is the appreciated value of land over a period of time," says Muchhala whose water park has entered the Limca Book of Records five times for the vast man-made structures his team has built. "Our park was made for the purpose of entertainment since everyone including children, nowadays is caught up with some or the other mental activity," he adds. Continuing with achieving records, Muchhala wants to add another two 'manmade wonders' to complete his set of seven wonders, in addition to three more properties coming up in Gujarat.Raman Khurana, manager of International Recreational Parks, the creator of AppuGhar in Delhi says, "It is not about spinning money, but an overall vision to build an entertainment city dedicated to entertainment and attached to it is a mission to reach international standards." His company is creating niche products by the year 2010, just in time for Commonwealth Games in the hope of attracting more footfalls.Taking a step further and exploring the option of building an entertainment and tourism centre in the country is the Essel Group. It has announced its intention of entering a joint venture with Maharashtra Tourism Development Corporation to develop a project on the lines of Genting Highland, Sentosa Island and Dubailand, to be positioned as a global tourist destination in the outskirts of Mumbai.The group believes that this region will be a one-of-its-kind location between Europe and the Far East to fulfil the need of international tourists. Mistry says, "None of the entertainment-based projects can sustain if they are too localised. Repeat visitation is one of the integral aspects for success and to do that, one needs to re-invent. Shelf life is getting shorter as more forms of entertainment are coming up - malls, retail space, multiplexes, sporting space, etc which are our competitors."With the above developments taking place and investments worth thousands of crore being pumped in, it's time the Centre takes some initiatives too like: A tourism policy for the promotion of amusement and theme parks industry, Market the product aggressively - take Disneyland, Genting Highland as case studies, Arrive upon uniform entertainment tax rates and provide other economic benefitsIt is with this that the amusement and theme parks industry in the country will truly get the power to push the ride upwards. So, are we amused?(Inputs from all bureaus) Images courtesy: EsselWorld/Water Kingdom/IAAPI