Amusement Park Service Mgmt

SUBMITTED TO:

SUBMITTED BY:

Prof. Ashwini Sovani

Prachi Rege

08BS0002257

Sec - B

AMUSEMENT PARK

Table of Contents

PARADISE AMUSEMENT PARK...3

DELIGHT INDIA LTD. ...3

ABOUT ANDHRA PRADESH ...3

ABOUT NELLORE ...3

GEOGRAPHIC DETAILS ...4

NELLORE TOURIST ATTRACTION ...4

PILGRIMAGE CENTERS ...4

NELLORE ECONOMY ...4

ACCESSIBILITY ...5

PARADISE AMUSEMENT PARK ...5

OTHER FACILITIES PROVIDED BY AMUSEMENT PARK: ...9

SERVICE MIX ...9

SERVICE BLUEPRINT ...12

SERVICE DESIGN OF AMUSEMENT PARK ...14

ESTIMATED COST OF AMUSEMENT PARK...15

ESTIMATED COST OF AMUSEMENT PARK

ASSIGNMENT

Paradise Amusement park

“Dreams float in paradise”

DELGHT INDIA LTD.

DEL

I GHT INDIA LTD.

Delight India Ltd. is in the business of establishing amusement parks all over India. It has recently acquired land in many major cities in India. It now wants to establish the Entertainment Junction in these cities. It wants to open an amusement park in Nellore, Andhra Pradesh. The park that Delight India Ltd. is establishing at Nellore is Paradise Amusement park which is a big venture.

ABOUT

ANDHRA PRADESH

India's fifth largest state, is sprawled over an area of 275,068 sq. km. History has forged, and left behind vital links with the state, as is evident from the many edifices, monuments

and architectural ruins, the legacy of dynasties as old as 300 B.C.

The places of interest at Andhra Pradesh include Hyderabad, Nagarjunasagar, Tirupati, Vijayawada, Vishakhapatnam and Warangal. There are wildlife and museums. The wildlife like Alisagar Deer Park, Nizamabad; Coringa Wild Life Sanctuary, Coringa; Indira Gandhi Zoological Park, Visakhapatnam; and museums like The Nizam's Museum, Hyderabad; The Salar Jung Museum, Hyderabad; A.P. State Museum, Hyderabad are of great attraction for tourist not only from India but also from outside countries.

AMUSEMENT PARK

ABOUT NELLORE

Nellore is located at Andhra Pradesh. Nellore district is bounded by Bay of Bengal in the East, Tamilnadu State and Chittoor district in the South, Cuddapah district in the West and Prakasam district in the North directions. Nellore is also known as Vikrama Simhapuri. Historically, the place has very importance. It is the place where the greatest of the Telugu poets, Tikkana Somayaji, who translated the major part of Mahabharata into Telugu, lived. Potti Sriramulu, Telugu patriot and activist, who fasted to death for the formation of Andhra state within the Indian Union, was from Nellore.

Nellore is famous for Rice and Aqua culture. There are many places of Historical importance, the Ranganayakula Temple on the bank of the river Penna, the Udayagiri fort, the Narasimha Konda, Penchala kona, Venkatagiri fort, Mypadu beach, famous rocket launching centre at Sriharikota, the Krishnapatnam port, Nelapattu etc..

GEOGRAPHIC DETAILS

Nellore city is located at 14°25′N 79°58′E / /

14.417°N 79.967°E / 14.417; 79.967.[1] It has an average elevation of 18 meters (62 feet).

NELLORE TOURIST ATTRACTION

• Satish Dhawan Space Research Centre (SHAR) near Sullurpet has the worldwide significance of scientific importance.

• Nelapattu is a beautiful Bird sanctuary where Pelicans, Flamingo, Strocks and other 20 variety of birds comes from other countries and stays from October to February, March every year.

• Pulicat lake is an important sight - seeing place extended to about 12 Kms where storck and other birds from various countries comes in November, lays eggs, leaves the chicks there and left the place.

• Beach resorts like Mypadu, Tupilipalem, Krishnapatna port, Somasila Dam and Kandaleru Dam is beautiful holidays resort.

PILGRIMAGE CENTERS

Sri Ranganayukula Swamy temple at Nellore, Sri Narasimha Swamy at Penchalakona, Kamakshi Temple at Jonnawada, Narasimha Swamy temple at Narasimhakonda, Kasumuru and AS Pet darghas area religious importance.

NELLORE ECONOMY

The city is the main shopping centre for cloths, furniture, electronics, health needs, jewels etc. The Main assets of Nellore are its Businessmen, Nellore(during 1950s to 1990s) once was the best exporting capital of Mica to countries such as UK as well. Most of the wealthy people settled in other states like Tamil Nadu, Karnataka and even the Andhra pradesh's capital Hyderabad are from Nellore. India's best building and construction contractors have their roots in Nellore. The city makes revenue from cloth emporiums, movie theatres, Nellore cuisine restaurants and hotels, hospitals and educational coaching centers.

ACCESSIBILITY

Nellore also has strategic commercial importance as it lies between the cities of Vijayawada and Chennai. The road traffic of Nellore is 5 lakhs

during peak time and its roads can withstand up to 10 lakhs so there is huge space left on the roads.

DISTANCE CHART BY ROAD HYDERABAD 600 Km VIJAYWADA 250 Km TIRUPATI 130 Km CHENNAI 170 Km

AMUSEMENT PARK

BY TRAIN ALMOST ALL MAJOR TRAINS STOPS AT NELLORE

PARADISE

AMUSEMENT PARK

The purpose of paradise amusement park is to entertain the customer, provide facilities with efficiency to the customer and to delight the customer. This park is entrance fee based, for some rides and shows visitors have to pay entrance fees.

The facilities provided by amusement park are:

Paradise Rides

This amusement park consists of 12 rides including giant wheel and roller coaster.

The different rides are segmented as: Adult rides

Children rides Family rides

The different rides are as follows: Go Karts

Thrill rides Roller coaster Giant wheel Train rides

For children the park will provide with the play area, games, video games, dashing cars, fun shows and many more.

Paradise Water Park

A water park is an amusement park that features water play areas as follows:

Water theme park Water slides Tube slides Splash pads Swimming Water disco Water games Boating

Wave pool which generates artificial waves

AMUSEMENT PARK

Seal Show

Wax Museum

The park has a wax museum or waxworks that consists of a collection on of wax figures exhibited in lifelike poses. The museum has figures of famous personality and cartoon character.

The museum also consists of various articles and show pieces made up of wax.

Food Zone: F ast food and Restaurants

There is not a single lane in Nellore that does not pride itself on a special dish, right from idli, vada and sambar to a fiery mutton curry as well as melt-in-the-mouth mithai to chilling ice creams. That’s

Nellore, which offers a variety of food with the taste and with it the feel and the smell. The traditional food of Andhra Pradesh will be provided.

The Food Zone at park includes a great selection of fast food and restaurants that caters for everyone in our amusement park.

The park will have a tie up with food chains and

restaurants to provide healthily and hygienic food to the visitor. It will include stalls and spacious sitting area. Food Zone at park will include the fast food giants Pizza hut and Mc Donald to various Indian food.

Conference hall

The park will be consisting of conference hall for various meeting purpose like business meetings, get-together parties and many more.

Sc

ary house

The Scary house is a walk through house which has all the thrills, frills, whispers, groans of a horror movie.

4 D Theater

Orama - 4D will provide with the 4D movies in the park. There will be two-three movies one will be horror like Haunted Mine and other two will be light cartoon movie. The movie will be of about 25 minutes with full of four dimensional effects.

Green garden

Fountain show Cultural dance

The cultural dance of Andhra Pradesh will be shown at evening in the park. Andhra Pradesh is famous for Khuchipudi dance. Apart from the

AMUSEMENT PARK

classical dance form, Andhra Pradesh is also known for its tribal dances. They also contribute equally to the artistic heritage of Andhra Pradesh. Bathakamma, Gobbi, Mathuri, Dhamal, Dandaria, Dappu, Vadhyam are a few famous tribal folk arts.

Exhibition of historical items Horse ride

Elephant ride

Playing area

O

:

City booking office: The city office of the park will be located at the center

of Nellore city. At city booking office the customer can get information about facilities provided in the park. The customer will be provided with the route map and broucher. The ticket booking service is provided at the city office.

Peak - up facilities : The amusement park will provide a peak up bus or taxi

First-aid facility : The first-aid will be provided in case any visitor get

injured or have some health related problem.

Water purifier tank: The park is provided with the facility of drinking water

facility tank at various locations.

Photographer: The professional photographer will be hired by the park.

SERVICE MIX

PRODUCT

The amusement park includes park’s material characteristics, the service, the image, the brand, the positioning, and the benefits it offers to the visitors. The product is the services offered by the company in terms of entertainment such as various rides, different shows (dolphin show, cultural dance, 4 D theaters, and scary house) and providing food.

PROMOTION

Promotion is very important for the marketing of the services. To make the customer know about the services offered by the park one has to promote and to attract customer.

The promotion will be done by:

Broadcasting media (TV, Radios)

Tie-up with various hotels at Andhra Pradesh Tie-up with travel agencies

Sponsoring events like exhibition, Laser show, ICL in Hyderabad Coupons and discount cards for food zone

Special entry fees for School trip Special packages for visitors

Peak-up facilities from bus stand, railway station and hotels Posters and banners

AMUSEMENT PARK

There are two basic issues to be taken into consideration while setting the price of the amusement park:

• The amusement park has defined rates of penetration in their market area which when in a situation of maturity of supply are difficulty to rise.

• The each segment of potential customer is sensitive to price in different ways.

Pricing of the amusement park service is based on following: The equipments required

Demand of a particular show

For Example: dolphin show, 4 D Theater Depends on week days

Monday to Thursday: Rs.350 Friday to Sunday: Rs.450 Depends on different shows: Dolphin show: Rs. 150 4D Theater: Rs.150 Scary house: Rs.50 Wax museum: Rs.75 Free parking Human resource Maintenance PHYSICAL EVIDENCE

To make the services available at the required place and at required time is very important in services industry.

Physical evidence in terms of rides includes roller coaster, Giant wheel, zipper dipper, crazy viggy, happy sky, play pod, orbiter etc.

Physical evidence in water park water tubes, turbo thriller, water slides, tube slides etc.

Physical evidence at other places like Food Zone is spoon, plate, bowl, table, chair, ambience etc.

PEOPLE

An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage. Customer makes judgments and delivers perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, attitude, and service knowledge to provide the service that customers are paying for.

The employees in amusement park are technically skilled who takes care of maintenance part for rides and information system. Skilled security guards, trainers in dolphin show, waiters and manager in food zone are important.

PLACE

The park is located in a very good spot. The park is located at approachable area at Nellore. The paradise amusement park is located at south bank of Pennar River. From here we can use water for the water park rides, which is add on benefit. It is located near nellapattu bird century. Nelapattu bird sanctuary is one of the largest Pelicanary in South East Asia with more than 1500 pelicans and other birds visiting every year. The Sanctuary is very near to the National High way -5.

PROCESS

There are many processes which is working simultaneously for the process functioning of amusement park are as follows:

The ticketing process itself is very complicated which has been made easy for the common people by providing technology for example online ticketing, provided ticketing machines in parking also from where people can take tickets by using their credit and debit cards.

Supply chain process used to fulfill raw material needs of food for food zone and spare parts for the maintenance of rides etc.

Human resource process is also a complex process as to find the skilled person for a particular job is very crucial.

AMUSEMENT PARK

SERVICE BLUEPRINT

CHECK CUSTOMER-CHECK TICKETSERVICE CUSTOMER

SERVICE PROVIDER

LINE OF INTERNAL INTERACTION

REGISTRATON SYSTEM-METAL DETECTOR -ONLINE -WEBSITE -CITY OFFICE LINE OF VISIBILITY REGISTRATON SYSTEM CONTAC T PERSON ON CONTACT PERSON BACK STAGE SUPPORT PROCESS

LINE OF INTERACTION -TAKE TICKET -SCREEN -RETURN STUB SERVICE CUSTOMER LINE OF INTERNAL INTERACTION REGISTRATON SYSTEM -BOOKING OFFICE LINE OF VISIBILITY REGISTRATON SYSTEM CONTAC T PERSON ON CONTACT PERSON BACK STAGE SUPPORT PROCESS SERVICE CUSTOMER SERVICE PROVIDER -BOOKING OFFICE -TAKE TICKET -SCREEN -RETURN STUB ENTRAN CE WATER PARK WATER RIDES TICKET COUNTE R DOLPHIN TICKET GATE DOLPHIN SHOW EXIT GATE WATER PARK TICKET COUNTER 4D THEATER TICKE T GATE EXIT THEATER GREEN GARDE EN -PARK EXTERIO R -PARKING

AMUSEMENT PARK

SERVICE DESIGN OF AMUSEMENT PARK

A service provider has to take decisions regarding the use of technology, people, materials and equipment in servicing its customer.

For Paradise Amusement Park, the service design is as:

Technology

The ticketing process itself is very complicated which has been made easy for the common people by providing technology for example online ticketing in which IT system “pratech” has been used which is very fast as well as accurate in storing and retrieving information.

Providing ticketing machines in parking which is touch screen, from where people can take tickets by using their credit and debit cards.

Supply chain process used to fulfill raw material needs of food for food zone and spare parts for the maintenance of rides etc.

Conversion Process

As in this service provider is required to choose a method of converting inputs into desired output from the pool of alternative available. Like installation of waste water purifier for the maintenance of nature as river water is getting used in Water Park.

Process of entrance and different shows which is being placed for the entertainment of the customer has been converted into online ticketing.

Equipment

This is to choose right equipment for the process so that the operation cost can be reduced as well as the maintenance also could be minimized. This will also help in competing with the competitors nearby areas. For example as it is spread in 100 acres of land near the bank of a river so to move from one destination to another we can use toy train which will move from electricity so it will be cheapest as well as durable also . Using online

ticketing reduces the punching machines and ticketing machines with in the premises, this will also save time of customers and helps in reducing human resource.

Flow of Process

Process flow determines the flow of work from one stage to another for example after one can feel hungry and no one takes food before rides as this will increase the probability of drowsiness.

After the water rides people will get tired so they can relax by watching Dolphin show, 4D movies, folk dances and flower garden etc.

ESTIMATED COST OF AMUSEMENT PARK

Item Cost per unit Total cost Maintenance (yearly)

Land cost 35 Lakh/ acre 35 cr

Rides 175 cr Water Park 225 cr Wax Museum 1 cr 32 cr 4D Theatre 17.5 cr for 75 seats Out sourced

Scary House 50 Lakh 0.1 cr

Food Zone 0.40 cr 2 cr 0.25 cr

Dolphin .75 cr 0.50

Elephant 0.05 cr 0.25 cr 0.275 cr

AMUSEMENT PARK

Horses 0.02 cr 0.10 cr 0.072 cr

Fountain show .30 .02

Total Expense 500 cr 15 cr average

Loan taken from bank of 300 cr with a deal of repayment will start from 4th

year with interest rate of 10% annually.

Revenue Generation:

Pricing:

Mon-Thu Fri- Sun

Adult: 350/-

450/-Kids: 250/-

350/-For all days: 4D Theatre:

Dolphin Show:

150/-Seal Show:

100/-Wax Museum:

75/-Assumptions:

In total population kids age of 5- 12 yrs will be 40 % and remaining 60% are adults.

65% of total visitors visits during week end

For 1st _{7 yrs 100% visitors go for, Dolphin show Seal show}

For 1st _{7 yrs 60% visitors go for 4D theatre, Wax museum}

Since government is understanding the importance of tourism so entertainment taxes will get reduced so growth rate will increase with a rate 30 %

1st _{Year 2}nd _{Year 3}rd _{Year 4}th _{Year 5}th _{Year 6}th _{Year 7}th _Year Adult 1015000 0 25375000 5075000 0 634375 00 791700 00 1029210 00 133797 300 Kids 2535000 0 63375000 1267500 00 158437 500 197730 000 2570490 00 334163 700 Shows revenue 4050000 0 10125000 0 2025000 00 253125 000 315900 000 3654963 00 475073 100 Revenue Generation 7600000 0 19000000 0 3800000 00 475000 000 592800 000 7254663 00 943034 100 Installment 3000000 00 32940000 00 3630000 00 312300 000 300730 000 3000000 00 300000 000 Maintenanc e 5000000 0 10000000 0 1200000 00 150000 000 200000 000 2200000 00 250000 000 Others 2000000 0 20000000 2000000 0 200000 00 200000 00 2000000 0 200000 00 Profits -294000 000 -3224000 000 -123000 000 -730000 0 720700 00 185466 300 373034 100