Large-scale Business Plaza City Amusement Park in Australia

1.  Pre-preparation

 Site Selection: After communicating with our company, the investor conducted a comprehensive research on the large shopping malls in each major city in Australia, and finally selected the address after comprehensively considering the mall's traffic flow, density of residents in the surrounding area, consumption level, transportation convenience, and competition of the same type of amusement parks.

  Leasing: Under our advice, the investor finally leased a 560 square meter site.

2.  Design and Decoration

 Theme design: Combining Australian local cultural characteristics and popular elements, we created a carnival city park with the theme of sports and entertainment.

Space planning: Different functional areas such as play area, rest area, dining area and retail area were divided. The play area is subdivided according to different age groups and play items, such as the soft play area for young children and the adventure challenge area for teenagers; the rest area is equipped with comfortable chairs, charging facilities and a parental care area; the food and beverage area provides simple meals, snacks and drinks suitable for the tastes of children and families; and the retail area sells souvenirs and toys related to the theme of the amusement park.

 Decoration and construction: Strictly follow the Australian building and safety standards and use environmentally friendly, safe and durable decoration materials. Hire a professional construction team to carry out the renovation work to ensure the construction progress and quality. During the construction process, maintain close communication with the management of the mall, comply with the mall's construction time and safety regulations, and minimize the impact on the normal operation of the mall.

◦ Equipment Selection: Priority was given to the selection of amusement rides that comply with the Australian Safety Certification AS 3533 to ensure the personal safety of visitors. The procurement covered a variety of types of equipment, including arcade, VR, indoor sports and entertainment, ball games, etc.

◦  Arcade: The client purchased a variety of arcade machines, including classic fighting machines, popular racing machines and fun shooting machines, totaling 50 units. These arcade machines are the company's popular products, with high-definition picture quality, smooth operation experience and rich game content, which can meet the entertainment needs of visitors of different age groups.

◦  VR game machine: According to the site planning and market positioning of the park, the customer purchased 20 sets of VR game machines, including VR single-player experience equipment and multi-player interactive VR game facilities. Among them, VR single-player experience equipment, such as VR egg chairs, provides visitors with an immersive gaming experience and allows them to experience a variety of themed games, such as horror adventures and sci-fi flights, etc.; and multi-player interactive VR gaming facilities, such as VR battle platforms, support multi-player simultaneous participation in the games, enhance the interactivity and entertainment among visitors, and enrich the park's amusement programs.

◦  Other amusement park products: In addition to the major products mentioned above, the customer also procured conventional amusement park facilities such as carousels and bumper cars, as well as baseball simulators, golf simulators, bowling simulators, etc., which are often equipped with large-scale urban parks.

◦ Business hours: According to the business hours of the shopping mall and the consumption habits of the target group, the business hours of the amusement park are reasonably determined. On weekdays, the amusement park operates from 10:00 a.m. to 8:00 p.m., and on weekends and holidays, it extends its business hours to 9:00 p.m. or 10:00 p.m., so as to meet the needs of more families and children.

◦  Tickets and Fee Models: Diversified ticket and fee models have been developed to meet the needs of different consumers, such as single-trip tickets, multiple-trip tickets, day passes, monthly, seasonal, and annual passes. For the family segment, family packages are introduced with certain price concessions; for members, exclusive benefits such as points redemption, priority participation in activities, and birthday privileges are provided to increase the stickiness and loyalty of members. In addition, some of the special programs or value-added services in the park can be charged separately, such as parent-child cooking courses and handmade workshops.

◦  Service Quality Management: Establish a perfect service quality management system and formulate clear service standards and processes. Require employees to maintain a warm, friendly and professional service attitude at all times to provide tourists with considerate and meticulous services. Set up customer feedback channels, such as online evaluation system, suggestion box, customer service telephone, etc., to collect tourists' opinions and suggestions in a timely manner. Quickly respond to and deal with the problems of visitors' feedback, continuously improve the service quality and enhance the satisfaction of visitors.

◦  Safety management: Make safety management the top priority of amusement park operation and establish a sound safety management system and emergency plan. Regularly conduct safety inspections and maintenance of amusement facilities to ensure the safe operation of equipment. Set up obvious safety warning signs in the amusement area to guide visitors to use the amusement facilities correctly. Equip employees with necessary safety protection equipment, such as safety helmets, safety shoes and first aid kits. Enhance safety education for visitors by issuing safety brochures upon admission or publicizing safety precautions through broadcasting and electronic display screens to raise visitors' safety awareness. Organize regular safety drills, such as fire escape drills and emergency drills for equipment failure, to improve the ability of staff and visitors to deal with emergencies.

1.  Visitor flow assessment: Through the ticketing system and visitor flow counting equipment set up at the entrance of the amusement park, the number of visitors entering the park on a daily, weekly and monthly basis is monitored in real time. Compare the visitor flow target set before opening and analyze the accomplishment of the actual visitor flow. At the same time, observe the trend of visitor flow in different time periods (e.g., weekdays, weekends, holidays) and different seasons, so as to adjust the operation strategy and resource allocation in a timely manner.

2.  Revenue evaluation: Regularly count and analyze the various revenues of the amusement park, including ticket revenue, in-park consumption revenue (food and beverage, retail, value-added services, etc.), and membership revenue. Calculate monthly, quarterly and yearly turnover and compare it with the profitability target to evaluate the revenue growth. Analyze the proportion of different revenue sources in the total revenue, identify the main profit growth points and potential room for improvement, and provide a basis for optimizing the charging model and product services.

3.  Customer Satisfaction Assessment: Regular customer satisfaction surveys are conducted to collect feedback from visitors through online questionnaires, offline paper questionnaires and on-site interviews. The survey covers the fun and safety of amusement facilities, service quality, environmental hygiene, catering and retail experience, and price reasonableness. Based on the survey results, customer satisfaction scores are calculated, satisfaction target values are set (e.g., above 80 points), and items that do not meet the target are analyzed in depth, improvement measures are formulated and the effect of rectification is tracked in order to continuously improve customer satisfaction.

4.  Evaluation of brand influence: Focus on the number of fans, interaction (likes, comments, shares), topic hotness and other indicators on social media platforms to evaluate the brand's communication effect and influence on the internet. Analyze local media coverage of the amusement park and its brand image in the local consumer word-of-mouth. Through the brand awareness survey conducted by market research organizations or on its own, understand the awareness, reputation and loyalty of the target group to the amusement park brand, compare with the brand building objectives, assess the effectiveness of the brand promotion activities, and adjust the brand marketing strategy in a timely manner.

1.  Market Risk

◦  Competition risk: Pay close attention to the competition dynamics of local amusement parks of the same type and other entertainment businesses in shopping malls, and keep abreast of the competitors' preferential activities, launch of new facilities, and service improvements. Through continuous optimization of its products and services, it will highlight its characteristics and differentiated competitive advantages, such as creating unique themed areas, launching exclusive amusement programs and providing better service experience. Regularly conduct market research to understand changes in consumer demand and market trends, and timely adjust its business strategies based on market feedback to maintain its leading position in market competition.

◦  Risk of changes in market demand: With the continuous changes in social and economic development and consumer demand, the demand in the amusement market may also change. We will strengthen our research and analysis of market trends, pay attention to industry dynamics, changes in consumer trends and other information, and anticipate the direction of changes in market demand in advance. Continuously enrich and update the contents of amusement facilities and projects, and introduce new technological elements and entertainment concepts, such as more virtual reality (VR) and augmented reality (AR) experience projects, in order to meet the increasingly diversified entertainment needs of consumers. At the same time, we have strengthened interactive communication with consumers, collected their suggestions and needs through member communities and feedback channels, and adjusted our products and services in a timely manner based on consumer feedback, so as to maintain our sensitivity and adaptability to market demand.

2.  Operational Risks

◦  Risk of equipment failure: Establish a perfect maintenance system for amusement facilities and regularly conduct comprehensive inspection, cleaning, lubrication, repair and other maintenance work on equipment to ensure that the equipment is in a good operating condition. Establish a detailed maintenance file for each piece of equipment, recording information such as the maintenance of the equipment, fault repair records, etc., so that potential problems with the equipment can be found and dealt with in a timely manner. Equipped with professional equipment maintenance personnel or with professional equipment maintenance service organizations to establish cooperative relations, in the event of equipment failure can be quickly responded to and repaired to shorten equipment downtime. Purchase equipment insurance, in the event of major equipment failure or damage, you can reduce economic losses through insurance claims.

◦  Personnel management risk: Strengthen staff training and corporate culture construction, improve staff's professional quality, service consciousness and team cohesion. Establish a fair and reasonable salary and benefit system and performance appraisal system to motivate employees to work actively and improve work efficiency and service quality. Improve the employee incentive mechanism, such as the establishment of excellent employee awards, performance bonuses, promotion opportunities, etc., to stimulate the work enthusiasm and creativity of employees. Strengthen staff communication and care, regularly organize staff activities, carry out staff symposiums, etc., to understand the work and life needs of employees, and timely solve the problems encountered by employees, improve employee satisfaction and loyalty, and reduce employee turnover. For key positions, talent reserves are made in advance to ensure that suitable replacements can be found quickly in the event of staff changes to ensure the normal operation of the amusement park.

◦  Safety Risks: Strictly comply with Australian safety regulations and standards, and strengthen safety management in all aspects of equipment procurement, installation and commissioning, and daily operation. Equip amusement facilities with perfect safety protection devices and conduct regular safety inspection and maintenance to ensure reliable equipment safety performance. Strengthen safety education and guidance for visitors, set up obvious safety warning signs in the park, and publicize safety precautions through broadcasting and electronic display screens. Formulate a perfect safety emergency plan, and clarify the emergency disposal process and division of responsibilities for possible emergencies such as fire, earthquake, equipment failure, and sudden illness of tourists. Regularly organize safety drills for employees to improve their ability to deal with emergencies and the level of emergency response. Purchase a sufficient amount of public liability insurance, in the event of safety accidents resulting in personal injury to tourists or property damage, insurance claims can be made to reduce business risks.