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Harrison "Buzz" Price Papers Digital Collections
1-1-1989
Texposition: Disney Enterprise Initial Feasibility Study Texposition: Disney Enterprise Initial Feasibility Study
Walt Disney Imagineering, The Disney Development Company
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Recommended Citation Recommended Citation Walt Disney Imagineering, The Disney Development Company, "Texposition: Disney Enterprise Initial Feasibility Study" (1989). Harrison "Buzz" Price Papers. 141. https://stars.library.ucf.edu/buzzprice/141
1 DISNEY· ENTERPRISE Initial Feasibility Study
/089 A~ e
WALT DISNEY IMAGINEERING · THE ENTERPRISE DEVELOPMENT COMPA.NY
III. ATI'ENDANCE
Attendance Summary 1
Reasons for Coming to Texposition • 3
Comparative Data: Attendance & Penetration • 4
Map: Site with 5 & 10 Hile Radii 5
Map: Site with 30 & 100 ~1ile Radii 6
Dallas Resident Market Penetration 7
Visitor Market Penetration 8
Total Visitation 9
Comparative Data: Attendance & Penetration • 10
Dallas Market OVerview 11
Metro Area Comparisons: Dallas & Baltimore • • • • • 15
Dallas-Fort Wbrth Rankings 16
Disposable Income 17
Dallas-Fort Wbrth Figures 18
!.~ .
L
In developing an attendance estimate for the Texposition, or any similar project we may develop, it is nnportant to keep in mind the reasons our quests come to the property.
The Texposition begins with the core experience of the Festival Marketplace, adds the daytime entertainment of shows and rides, and extends the attraction into the night with fine dining, dancing and nightclubs. The appeal of this development touches the resident who wants to regard it as the closest shopping center, the kids who want to ride the simulator or have a Saturday breakfast with Mickey, as well as the adult seeking an evening of good food and "yupscale" entertainment. Furthermore, the TeXIX>Si tion has a Project ~1ass that will draw people with no particular puriX>se in mind other than to spend an enjoyable day walking around, to "see and be seen" among the festivities our project will offer.
The Dallas market appears to be one that would ~lcane this attraction. By 1989 there will be over 4.6 million residents within 100 miles of the Cityplace site. A canparitively affluent market, Dallas is the u.s. 's 6th highest in personal incane and the 7th highest in retail sales. The per capita incane is 19% above the u.s. average. Their propensity to eat out is 36% greater than the u.s. as a whole, while the area has a 26% greater demand for restaurants than the current supply. In addition the median age is 28.8 years, making this a young population and the perfect target for the entertainment varieties present in our design.
In addition, Dallas offers a strong and growing tourist market, with over 12 million people visiting Dallas annually. 2 million Conventioneers attend meetings within 5 miles of Cityplace, and 7 million business travelers use the Mart area for showrocrns, meeting space, to conduct daily transactions. 32% of the hotels in Dallas are within a 5 mile radius of the Cityplace site. These hotels primarily serve the Conventioneer and Business person, and put nearly 2 million visitors on expense accounts within a very short cab ride of our project. An additional 5 million recreational travelers stay in hanes in the Dallas area, and stay an average of 5.9 days with friends and relatives. ·
III-1
I.~ ..
I .. ..
ATI'ENLlAOCE ( aNr. )
In our analysis, we conservatively penetrated the local market, drawing from them an average 1.46 visits per year, as opposed to Faneuil Hall which gets 1.5 visits, and Harborplace, which gets annual 2.1 visits from each of its local citizens. we then strove to minbnize our dependance upon the tourist market, and allowed it to comprise less than one-third of our total attendance. Our current research into Faneuil Hall indicates that 49% of their visits are from tourists, and Harborplace finds 40% of its visits are fran tourists.
we believe that this project will handily draw 10 million people. If we have designed an attraction that meets the goals of drawing in guests with a wide range of purposes in mind, it is very probable that 10 million spending guests is a conservative estbnate of attendance.
III-2
,: . .
REASONS FoR CoMING
To
TEXPOSITION
0 RETAIL
-~ESTIVAL MARKETPLACE
-FxPOSITION RETAIL
0 DAYTIME ENTERTAINMENT
-SHOWS & RIDES
FEATURING THE SIMULATOR
0 NIGHTTIME FNTERTAINMENT
0
-UNIQUE LouNGEs & CLuBs
FEATURING THE ADVENTUREP 1 S CLUB
PROJECT MAsS
-nvERALL tNVIRONMENT
-AMBIENCE
111-3
·~~~:~
~~~·
·~~n~~~
~~·~
:~~~
---
cnM
PARA
TlVE
nATA
: ATTENDA~CE
AND
PENE
TRAT
ION
ANNU
AL
RESi
nENT
/TnU
RIST
AN
NUAL
PR
OJEC
:T VI
SITA
TION
%
VISI
TATI
ON
RES.
VIS
IT/P
OP
·
HA
RFO
RPLA
CE
16M
60
%/40
%
2.1
FAN
EUIL
J-f
ALL
15M
51
%/49
%
1.5
-PI
ER
39
1/M
60
%/40
%
1.4
- - I ~
\.~rAT
ERS
I DE
-N
ORF
OLK
V
IRG
INIA
6M
40
%/60
%
1.7
WES
T ~DMONTON
MAL
L 18
M
60%
/40%
5,
4
niSN
EV/E
nL P
RO
JEC
T 10
M
67~/33%
1.46
( . .
[.
III-5
5 & 10 Mile Radii
lg-
Scale ·,n Miles
0 2. 6
· 7' ~ :>
' ' () 9
•
L. LEGE NO
@ Piece cl100.000 01 more.,.,...._ .., Plecec150.0001o 100.000~
. • Piece ol 25.000 10 50.000 .,.,....,.
I'
~ ~ 00 1~ 200 K•!Omefers
·----~---0 ~ 100 150
t···.·· :~;~ .:.: : ...
>QPULATION BY SEGMENT
Residents 0-5 Miles Residents 5-10 Miles Residents 10-30 Miles Residents 30-100 Miles
Total Residents
t-------.--- -+--------- - - -+- --
Adults
199,318 426,762 798,650
1,131,903 ----------
2,556,633
Juniors (14-17)
20,226 43,305 82,574
117,030 ---------.--
263,136
III-6
30 &
Child (4-13)
47,404 101,497 193,534 274,290
----------616,725
1 00 Mile Radii
Child (0-3)
18,962 40,599 77,414
109,716 ----------
246,690
Seniors (65+)
30,117 64,485
138,054 195,660
----------428,316
Total
316,027 676,648
1,290,226 1,828,599
----------4,111,5 00
>~.~.~~:
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RES
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RES
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RES
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RES
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ToTA
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ARKE
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ATI
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NET
RA
TIO
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1989
RA
TE
. :~·
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:
AVER
AGE
ToTA
L V
ISIT
S/
ANNU
AL
PER
YEAR
V
ISIT
S
----
----
----
----
----
----
----
----
----
----
----
----
-35
4,08
1 45
%
10.0
l,593,3b~
758,
125
35%
8.
U
2,122,7~1
1,44
5,63
1 25
%
5.0
1,8U
7,03
9
2,04
8,78
6 2U
% 3.
0 1,
229,
272
-4,
606,
623
1.46
6,
752,
425
' ..
,.···,:.
·>.~
CoNVENTIONEERS
TouRISTs-DALLAS
BusiNEss/OTHER
STATE TouRISM, DALLAS
TOTAL VISITORS
ExcL
VISITOR MARKET
PENETRATION
PoPULATION PENETRATION 1989 RATE
2,000,000 35%
3,000,000 30%
7,000,000 20%
25,000,000 1% -----------
37,000,000
III-8
AVERAGE VISITS/ PER YEAR
1.0
1.0
1.0
1.0
ToTAL ANNUAL VISITS
700,000
~00,002
1,400,000
250,000
3,250,002
I.·
I·
, . .
RESIDENT
TouRIST
TOTAL
TOTAL VISITATION
67% RESIDENT
33% TouRIST
III-9
6.752 MM
3.250 MM
10.002 1111
·~.~ ~ ::
:1··~ ~
AB~
·--
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:
COMP
ARAT
IVE
DATA
: AT
TEND
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A~n
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TRAT
TON
ANNU
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ANNU
AL
PROJ
ECT
VISI
TATI
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RES.
VISI
T/PO
P
-H
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.ORP
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16
M
2.1
- -1.
5 I
FAN
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H
ALL
15
M
- 0 PI
ER
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12
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1.4
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IlM..IA'> MARKET OVERVIF..W (IETAILED INFORMATIOO 00 THE IlM..IA'> MARKET IS IN TEXPOOITIOO "OCX)K 13)
IDPUIATIOO
The Dallas-Fort Wbrth Metroplex is one of the fastest growinq urban centers in the nation, ranking seventh in population among u.s. cities.
The Dallas-Fort Wbrth CMSA population is 3.1 million.
Approximately 1.5 million people within the CMSA are between the ages of 18 and 44 years.
There are 1.1 million households within the CMSA.
Average households size is 2.68 persons.
With Personal Income at $50.2 billion, Dallas ranks sixth in the nation in Personal I cane. Per capita income is estimated to be 19 percent above the u.s. average.
Dallas is a national center for insurance, banking, transportation, electronics manufacturing, data processing, wholesale and retail trade, conventions and trade shows.
Dallas ranks seventh in the nation in Retail Sales with $23 billion in sales (1984).
In Wholesale Trade, Dallas ranks fifth in the u.s. with $7 billion in sales (1985).
It boasts the fourth busiest airport in the u.s. with 27 million passengers.
It is the country's third most active convention city.
More than 3,000 manufacturing plants make apparel, building materials, food, oil field supply, electronic and many other products. Dallas is home to more than 657 finns with a net worth of $1 million or more. And more than 400 of the Fortune 500 companies have representation in Dallas. Unemployment in Dallas has averaged 3.7 percent in recent years, half the national average.
III-12
I· ..
[ .
, ...
I· ·
f.: .. '. :: .. ~~=~ :·· ....
T<XJRISM AND OIHER VISITATIOO
Dallas leads all other Texas cities in visitations. Approximately 33 percent of all visitors to Texas came to Dallas in 1984. Dallas reports receiving more than 12 million visitors to its city. Of these, 2 million were conventioneers, 3 million were tourists (travelling for pleasure), and the remaining 7 million were in Dallas for business or other reasons. Total travel related expenditures by out-of-state visitors were $3.9 billion in 1984.
Dallas ranks eleventh in the nation in Eating and Drinking Establishment Sales with $1.7 billion reported in 1984. The Dallas MSA (Metropolitan Statistical Area) has shown a 36 percent qreater propensity to eat out than the u.s. population as a whole. In recent years, the Dallas restaurant market has been characterized by new establishments offering regional or international cuisines, and there has been a trend for experimentation in preparation and selection of menu items.
SOOPP~ C»lrERS
There are nearly 1,000 shopping centers in the Metroplex, offering 74 million square feet of space. Almost 29 percent of the space is in 23 reqional centers. At the start of 1985, another 14.5 million square feet of shopping center space was under development or proposed for the area. And it was expected that 122 shopping centers would open in 1985 and 1986. Retail Sales was reported to be $23 billion in 1984.
At the end of 1976 there were 20,602 hotel roams in Dallas. More than 21,791 roams have been added in the last ten years (and 4,059 have been removed from service), bringing the total inventory of hotel roams to 38,334 in 1986. According to a report by Laventhol and Horwath, Dallas hotel occupancy ws 63.6 percent in 1984.
Dallas hosted more than 2 million convention visitors at 2,070 meetings during the 1984 - 85 season. Convention delegate expenditures totaled $761 million. In addition to the Dallas Convention Center and the area's numerous hotels, many trade shows take advantage of the facilities of the Dallas Market Center, the largest wholesale trade mart in the world.
III-13
!.·
I~
/.
l
IlMXAS MARKET OVERVIEW (aNI'. )
In the early 1980's, Dallas was the nation's leader in new housing starts. Suburbs which have seen the most residential activity are Arlington, Lewisville, Plano, Carrollton and Richardson. According to "National Geographic" magazine, "More people now live north of LBJ freeway than live in Fort W:>rth."
Downtown Dallas and the Central Business District have been strong office markets for insurance and financial businesses. The Dallas Arts District represents a $1.6 billion, 20 block development that will bring the city's cultural life into focus. High tech and electronics businesses have occurred along the Central Expressway. The area of Qak Lawn has one of the city's largest concentrations of offices. More than 500 companies have located in the planned development of Las Colinas.
III-14
,.
r~ ~\:(: • ;·· ...
PoPULATION CCMSA)
HousEHOLDS
METRO AREA COMPARISONS (1984)
DALLAS
3.1 MILLION
1.1 MILLION
EFFECTIVE BUYING INCOME $ 33 BILLION
ToTAL RETAIL SALES $ 23 BILLION
TRAVEL-RELATED EXPENDITURES $3,9 BILLION
AIRPORT PASSENGERS 27 MILLION
HoTEL ROOMS 38,334
III-15
BALTIMORE
2,7 MILLION
.8 MILLION
$24.2 BILLION
$ 14 BILLION
$ · ,9 BILLION
22 MILLION
9,274
I . I
t .
~ ····.
DALLAS FORT WORTH RANKINGS (1984)
7TH IN POPULATION AMONG U.S. CITIES
7TH IN RETAIL SALES
6TH IN PERSONAL INCOME
5TH IN WHOLESALE TRADE
4TH BUSIEST AIRPORT IN U.S.
3RD MOST ACTIVE CONVENTION CITY
ATTRACTS 1/3 OF ALL VISITORS TO TEXAS
3RD GREATEST CONCENTRATION OF MILLION DOLLAR COMPANIES
III-16
>
{·,.:
r.~ r·~ i
~ .
,.:-
1 .
DISPOSABLE INCOME
I PER CAPITA INCOME IN DALLAs-FORT WORTH IS ESTIMATED
TO BE 19 PERCENT ABOVE U.S. AVERAGE.
I COST OF LIVING IS THE LOWEST AMONG LARGE CITIES IN THE
U.S., JUST 90 PERCENT OF U.S. URBAN AVERAGE EXPENDITURE
FOR A FAMILY OF FOUR.
I RETAIL SALES HAVE GROWN FROM $16 BILLION (1980) TO $23
BILLION (1984),
III-17
t·.
N" 1-\;i~
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r.
[
r:: ~:·~;
I I
PoPULATION CCMSA)
RETAIL SALES
PERSONAL INCOME
WHOLESALE TRADE
AIRPORT PASSENGERS
DALLAS FORT WORTH FIGURES (1984)
ToTAL VIsiTORs TO DALLAS
CoNVENTIONs
CoNVENTIONS VIsiTORs
MILLION DoLLAR CoMPANIES
III-18
3.1 MILLION
$ 23 BILLION
$ 50.2 BILLION
$ 7 BILLION
27 MILLION
12 MILLION
2,070 MTGS.
2 MILLION
657
I
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I
IV. ATI'mllAOCE DISI'RIBUTIOO AND FACILITY SIZ:llK;
Attendance Distribution & Facility Sizinq Summary
Exhibit I: Definition of Trip Types
Exhibit II: Attendance Distribution by Trip TYPe • • • • • • •
Exhibit III: Length of Stay & Activity Demand
1
2
3
by Trip Type • • • • • • • • 4
Exhibit IV: Activity Demand
Demand Stmrnary
Graph: Daily Distribution of Guests
Attraction Utilization Tables & Graphs
Waitress Restaurant Utilization Tables & Graphs
Fast Food Restaurant Utilization Tables & Graphs
lounges Utilization Tables & Graphs
Cineplex Utilization Tables & Graphs
. .
. .
. .
. . Calculations for PeakiNJ aoo Off-Season
Factors . . . .
5
6
7
8
14
20
. . . . 26
. . . . 30
. . . . 35
~ .... _,.· "•
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f.·
~E DISTRIBUTIOO & FACILITY SIZIR;
The purpose of this section is to project the quest demand on each of · the major project components or activities. The activity demand projections are then used as a basis for sizing the facilities (project scope) and providing a rationale for generating project revenues (via per capita spending est~ates).
In order to detennine the guest demand for each of the project activities and in turn establish the opt~um facility sizing, the first step is to define the major types of trips and motivating reasons for making each trip. Exhibit I identifies the seven major trip types established for residents and tourists and provides a summary description of each trip type.
Having defined the major trip types, the next step computes the number of guests making each type of trip. This is accanplished by evaluating each market segment and then projecting, based upon the definition and location of each market segment, the probability of making each type of visit. Then for each market segment, the projected probabilities for each trip type are multiplied by the established total attendance for that market segment. The results of this process, which are stmnarized in Exhibit II, distributes the total annual attendance by the. established seven major trip types •
. .
After establishing the projected annual visitation for each of the identified trip types, the total annual demand is detennined. This is accomplished by constructing a model whose lCXJic is based upon the previously defined nature and length of stay of each trip type. For each· trip type, the probabilities of participating in each activity and the average ntnnber of activities per participant are established. (The assumptions which make up the basis of the model are outlined in Exhibit III.) The model then multiplies the total annual visitation for each trip type by the established probabilities of participation and activities per participant for each activity. The summation of this process provides the total annual demand on each activity. (Exhibit IV summarizes the results of this process and, also, breaks down the total activity demand by period of the day, e.g. day or night.)
The total projected attendance demand on each activity is then used to detemine the optimum sizing for each facility. For each activity the model distributed the total annual demand over 360 days of the year based upon established seasonal and day of the week peaking factors. Then by varying the size of each facility over a wide range of capacities, the model is able to detemine the optimum capacity for each activity. (The optimum capacity has been defined as that capacity which maximizes the facility utilization while taking into consideration the effect that capacity limitations during the peak periods have on the total ntnnber of guests turned away each year because of the capacity constraint.) The results of this process are summarized on the utilization tables and graphs at the end of this section.
IV-1
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UTILIZATI~ TAII.ES AND ffiNlHS
IV-8
I·
I· .
!···
r~ :~:~
;··-
attend89: 28-Jul-86
DISNEY/ENTERPRISE CENTER AITRACTIOO - DAY I'IODEL TO PROJECT SLESTS CARRIED AND UTILIZATI~
~SEASON
Weekend Weekday ----
Total Annual Detland
NUIIber of Days 28 70
Seasonality Factor 0.0049 0.0035
Total Guest Delland per Day 50,318 35,942
Capacity per Day 36,128 36,128
Total Guests Carried/Day 36,128 35,942
Total Guests Carried/Season 1,011, 576 2,515,911 Total Guests Turned Away 397,335 0
-----Total Guests Carried + 1,408,910 2,515,911
Turned AMay
Utilization by Period 100.~ 99.48~
Average Annual utilization 7.78~ 19.34~
ASSJ.M)TI(H) MADE IN 11£ KJDEL =================--==--========
TOTAL AtHJAL DEMAND 10,269,025 DESIGN CAPOCITY OC 7,373
PARK EFFICIEN::Y 70~
PARK HOORL Y CAPACITY 5,161
OPERATING HOURS PEAK ( 1 Oa111 - 5pM) 7.0 N(H)EAK ( 11am - 5 pr~) 6.0
ATTRACTIONS - DAY --------------------
OFF-SE~
Weekend Convention Non-conven TOTAL - ------- -----
10,269,025
76 70 116 360
0.0034 0.0025 0.0016
34,915 25,673 16,430
36,128 30,967 30,967
34,915 25,673 16,430
2,653,516 1, 797,079 1,905,931 9,884,013 0 0 0 397,335
----- ---- ----2,653,516 1,797,079 1,905,931 10,281,348
96.64~ 82. 9()j 53.06~
20.40i 16.1~ 17.10% 80. 74~
IV-9
1 ..
I:
~~ ,_ ~
·'
r
~~;:;
~ ··~ : ~~~
attend89: 28-Jul-86
DISNEY /ENTERPRISE CENTER ATTRACTIONS - NIGHT MODEL TO PROJECT GUESTS CARRIED AND UTILIZATION
PEAK SE~
Weekend Weekday --------------·--
Total Annual Detaand
NUIIber of Days 28 70
Seasonality Factor 0.0049 0.0035
Total Guest De~~and per Day 29,303 20,931
Capacity per Day 36,128 36,128
Total Guests Carried/Day 29,303 20,931
Total Guests Carried/Season 820,493 1, 465, 165 Total Guests Turned AMay 0 0
----Total Guests Carried + 820,493 1, 465,165
Turned ANay
utilization by Period 81.11~ 57.94~
Average Annual Utilization 6.31" 11.27~
ASSUMPTIONS MADE IN ll£ MODEL =============--===============
TOT~ AtHJAL DEMAND 5,980,267 DES I SN ()i)ACI TV OC 7,373
PARK EFFICIOCY 70% PARK HCXJRL. Y CAPOC I TY 5,161
OPERATI~ HOURS PEAK C5p. - 12 •idnight) 7.0 NCH>EAK C5pm - 10 ~) 5.0
ATTRACTIONS - NISHT --------------------------------------
(FF-~
Weekerd Convention Non-conven ------------------------
76 70 116
0.0034 0.0025 0.0016
20,333 14,951 9,568
36,128 25,806 25,806
20,333 14,951 9,568
1, 545,301 1,046,547 1,109,937 0 0 0
1,545,301 1,046,547 1,109,937
56.28~ 57.94" 37.08'1.
11.88" 11.27~ 11. 95"
IV-10
TOT~
-·------
5,980,267
360
5,987,443 0
-----5,987,443
52.67'1.
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9,8
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80
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9,8
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9, 9
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79
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78
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%
78%
50
%
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5
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75%
73
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75%
48
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68%
5
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3
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5,8
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10
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74%
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74%
47
%
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5
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2
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70
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72%
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%
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ual
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and
= 5
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D
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TU
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-------------------------------------
-----~
781, 0
00
80
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__
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_ %
Ann
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1 iz
at
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----
----
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4, B
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40
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68
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90
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====~=
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7
30
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0
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LY
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CITY
(T
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312,
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156,
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0
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00
7
80
0
WAilRESS RESTNJWIT
UTILIZATI~ TAilES NID ~
1-:
IV-14
attend89: 28-Jul-86
ASSUMPTIONS MADE IN THE fiKJDEL ----------------------·----------
TOTAL ANNUAL DEMAND TOTAL SEATS PEAK SEASON TURNS OFF-SEASON TURNS
2,001,553 2,400
3.0 2.5
IV-15
I .
at tend89: 28-Jul -86
DISNEY/ENTERPRISE CENTER WAITRESS - DAY MODEL TO PROJECT GUESTS SERVED AND UTILIZATION
Total Annual Demand
Number of Days
Seasor~lity Factor
Total Guest Demand per Day
Capacity per Day
Total Guests Served/Day
Total Guests Served/Season Total Guests Turned Away
Total Guests Srvd + Trnd Away
Utilization by Period
Average Annual Utilization
ASSUMPTIONS MADE IN THE MODEL =============--====--==---=
TOTll.. ANNUAL DEMAND SEATS ~~ SEASON TURNS CFF SEASON TURNS
PEAK SEASON ---------
Weekend
28
0.0049
3,848
3,600
3,600
100,800 6,939
----107,739
100.~
785,271 2,400
1. 5 1.0
Weekday
70
0.0035
2,748
3,600
2,748
192,391 0
----192,391
WAITRESS - DAY ==============
OFF-SEASON ----------------
Weekend Convention Non-convert TOTAL -------- ----
785,271
76 70 116 360
o. 0034 0.0025 0.0016
2,670 1, 963 1,256
3,600- 2,400 2,400
2,670 1, 963 1,256
202,914 137,422 145,746 n9,274 _ 0 0 0 6,939
----- ----- - ----202,914 137,422 145,746 786,213
74.16" 81.80~ 52.35"
IV-16
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PEAK
SEA
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(2
8 d
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(70
da
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2,0
00
10
0%
100%
2,1
00
10
0%
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2,2
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2,3
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10
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2,4
00
10
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97%
2,5
00
10
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93%
2,6
00
10
0%
90%
2,7
00
10
0%
86%
2,8
00
10
0%
83%
2,9
00
10
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3,0
00
10
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*Ann
ual
dem
and
=
2,0
01
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3
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ram
= 2
,49
3 se
ats
~~~
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(76
da
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(7
0 d
ay
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(116
da
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100%
10
0%
64%
100%
95
%
61%
100%
91
%
58%
99%
87
%
56%
95%
83
%
53%
91%
80
%
51%
87%
77
%
49%
84%
74
%
47%
81%
71
%
46%
78%
69
%
44%
76%
67
%
43%
Ass
umes
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2
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7
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18
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5
85%
1
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1
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80%
1
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0,9
42
7
3,0
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77%
1
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9,3
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6
4,6
13
75%
1
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7,7
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5
6,2
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72%
1
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6,1
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4
7,8
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70%
1
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4,5
42
3
9,4
13
68%
1
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2,9
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3
1,0
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66%
1
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2
2,6
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3pm
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W
eeke
nd
Wee
kday
SE
ATS
(2
8 d
ay
s)
(70
da
ys)
1,3
00
10
0%
100%
1, 4
00
100%
10
0%
1,5
00
10
0%
100%
1,6
00
10
0%
100%
1,7
00
10
0%
100%
1,8
00
10
0%
100%
1,9
00
10
0%
96%
2,0
00
10
0%
92%
2,1
00
10
0%
87%
2,2
00
10
0%
83%
2,3
00
10
0%
80%
*Ann
ual
dem
and
= 7
85,2
71
Cu
rren
t pr
ogra
m =
2,4
93
se
ats
·.;~
~
REST
AURA
NT
UT
ILIZ
AT
ION
*
WA
ITR
ESS-
DA
Y
OFF
-SEA
SON
W
eeke
nd
Con
v.
Non
-con
v.
(76
da
ys)
(7
0 d
ay
s)
(116
da
ys)
100%
10
0%
97%
100%
10
0%
90%
100%
10
0%
84%
100%
10
0%
79%
100%
10
0%
74%
99%
10
0%
70%
94%
10
0%
66%
89%
98
%
63%
85%
93
%
60%
81%
89
%
57%
77%
85
%
55%
Ass
umes
ca
pac
ity
1
.5
turn
s pe
ak
seas
on
s an
d 1
.0 t
urn
s o
ff-s
easo
n
-·~.~
• J,
";"
. ~;:
...
Ave
rage
T
ota
l T
ota
l A
nn
ual
G
ues
t T
urne
d U
tili
za
tio
n
Ser
ved
A
way
99%
5
76
,04
6
21
0,1
67
97%
6
09
,14
6
177,
067
98%
64
2,24
6 1
43
,96
7
93%
6
75
,34
6
110,
867
92%
70
8,44
6 7
7,7
67
90%
7
39
,26
0
96
,95
3
87%
75
3,85
2 3
2,3
62
84%
7
62
,47
4
23
,73
9
80%
7
66
,67
4
19
,53
9
77%
7
70
,87
4
15
,33
9
74%
7
75
,07
4
11
,13
9
7-2
5-8
6
3pm
H <:
I .........
\0
• ~&)i:
.-:~:,
:j
% A
NNUA
L U
TILI
ZATI
ON
·.J~i
~?l
WA
ITR
ESS
SE
RV
ICE
-
NIG
HT
RE
STAU
RANT
U
TILI
ZATI
ON
100 ~----------------
·----
60
40
20
----
----
----
----
----
----
--1 I I I I I
% A
nnua
] U
ti]i
zati
on
-.-,
---
.~.-;=~· .
. ~ .,..,,
>
GUES
TS
TURN
ED ·
AWAY
--=
-25
0, 0
00
150,
000
100,
000
50,
000
0 0
2000
g1
00
2200
23
00
2400
25
00
2600
27
00
2800
29
00
3000
SEA
TS
FAST FOOD RESTAlJWIT
UTILIZATIOO TAR.ES NID ffiNlHS
IV-20
I
1·-.
.
> ~~ r- -~
[.·
[· ·
·I·_-
1-:
J~ t..\:~ ...
[, : _
I·
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1-.
~~-;.-["~
~ ;.C
r \
attend89: 28-Jul-86
DISNEY /ENTERPRISE CENTER FAST FOOD - DAY MODEL TO PROJECT GUESTS SERVED AND UTILIZATION
FAST FOOD - DAY =============
PEAK SEASON OFF-SEASON ---------- ----------------
Weekend Weekday Weekend Convention Non-cor.vert -------------- ---------
Total Annual Demand
Number of Days 28 70 76 70 116
Seasonality Factor 0.0049 0.0035 0.0034 0.0025 0.0016
Total Guest Demand per Day 16,377 11,698 11,364 8,356 5,348
Capacity per Day 12,000 12,000 12,000 8,000 8,000
Total Guests Served/Day 12,000 11,698 11,364 8,000 5,348
Total Guests Served/Season 336,000 818,872 863,659 560,000 620,337 Total Guests Turned Away 122,568 0 0 24,908 0
----- ----- ---- --- -----Total Guests Srvd + Trnd Away 458,568 818,872 863,659 584,908 620,337
Utilization by Period 100.00~ 97.48% 94.7(11. 100.00" 66.85j
Average Annual Utilization 7.78% 18.96% 19.99~ 19.44~ 21. 54"
ASSUMPTIONS MADE IN THE MODEL ==============
TOTAL ANNUAL DEMAND HOURLY SERVING CAPACITY PEAK SEASON TURNS OFF SEASON TURNS
3,342,333 2,000
6.0 4.0
Note: Total lunch demand = 8, 550 Required hourly capacity: 3,000 per hour Assumes 30 •inute dine ti~~e: 1500 seats
IV-21
TOTAL ----3,342,333
360
...
3,198,868 147,477
3,346,344
87.71%
!.·
~~ :~~~
I· I
r~ ;;~;. :··~
attend89: 28-Jul -86
DISNEY/ENTERPRISE CENTER FAST FOOD - NIGHT MODEL TO PROJECT GUESTS SERVED AND UTILIZATION
PEAK SEASON
FAST FOOD - NIGHT =================
OFF-SEASON
Weekend Weekday Weekend Convention Non-conven TOTAL
Total Anrtual Demand 867,185
Number of Days 28 70 76 70 - 116 360
Seasonality Factor 0.0049 o. 0035 0.0034 0.0025 0.0016
Total Guest De&lar.d per Day 4,249 3,035 2,948 2,168 1,387
Capacity per Day 12,000 12,000 12,000 8,000 8,ooo
Total Guests Served/Day 4,249 3,035 2,948 2,168 1,387
Total Guests Served/Season 118,978 212,460 224,080 151,757 160,949 868,225 Total Guests Turned Away 0 0 0 0 0 0
----- ----- ---- ----- ----- -----Total Guests Srvd + Trnd Away 118,978 212,460 224,080 151,757 160,949 868,225
utilization by Period 35.41~ 25.29~ 24.57'/. 27.10'/. 17.34~
Average Artnual Utilization 2.75" 4.92~ 5.19~ 5.27~ 5.5~ 23.72~
ASSUMPTIONS MADE IN THE MODa =======
TOTAL ANNUAL DEMAND 794,171 + WAITRESS-NIGHT OVERFLOW 73,013
TOTAL ANNUAL DEMAND 867,185
HOURLY SERVING CAPACITY 2,000 PEAK SEASON TURNS 6.0 OFF -SEASON TURNS 4.0
IV-22
·& :lJ~
-:t:~i
~:~f
~~i~
.'-
·,.~
: ..
.. ~, '::
-....
REST
AURA
NT
UT
ILIZ
AT
ION
*
FAST
FO
OD
-DA
Y
HO
URLY
PE
AK
SEA
SON
O
FF-S
EASO
N
Ave
rage
T
ota
l T
ota
l SE
RV
ING
W
eeke
nd
Wee
kday
W
eeke
nd
Con
v.
Non
-Con
v.
Ann
ual
Gu
est
Tu
rned
C
APA
CIT
Y
(28
da
ys)
(7
0 d
ay
s)
(76
da
ys)
(7
0 d
ay
s)
(116
da
ys)
U
tili
za
tio
n
Ser
ved
A
way
1,5
00
10
0%
100%
10
0%
100%
89
%
97%
2
,60
6,3
37
7
40
,00
7
1,6
00
10
0%
100%
10
0%
100%
84
%
95%
2
,73
8,7
37
6
07
,60
7
1,7
00
10
0%
100%
10
0%
100%
79
%
93%
2
,87
1,1
37
4
75
,20
7
H
1,8
00
10
0%
100%
10
0%
100%
74
%
92%
3
,00
3,5
37
3
42
,80
7
<:
I f\,)
1
,90
0
100%
10
0%
100%
10
0%
70%
90
%
3, 1
33
, 196
2
13
,14
8
w
2,0
00
10
0%
97%
95
%
100%
67
%
88%
3
,19
8,8
68
1
47
,47
7
2,1
00
10
0%
93%
90
%
99%
64
%
85%
3
,24
0,5
76
1
05
,76
8
2,2
00
10
0%
87%
86
%
95%
61
%
81%
3
,25
7,3
76
8
8,9
68
2,3
00
10
0%
85%
82
%
91%
58
%
78%
3
,27
4,1
76
7
2,1
68
2,4
00
10
0%
81%
79
%
87%
56
%
75%
3
,29
0,9
76
5
5,3
68
2,5
00
10
0%
78%
76
%
84%
53
%
72%
3
,30
7,7
76
3
8,5
68
*Ann
ual
dem
and
= 3
,34
2,3
33
7
-25
-86
3p
m
Cu
rren
t p
rog
ram
= 2
,00
0/h
r.
serv
ing
cap
acit
y
Ass
umes
cap
acit
y o
f 6
.0
turn
s p
eak
sea
son
s an
d 4
.0
turn
off
-seaso
ns
H <!
I tv
~
.. ~&.::
':~
·::if!~
}·~~~
REST
AU
RAN
T U
TIL
IZA
TIO
N*
FAST
FO
OD
-
NIG
HT
HOUR
LY
PEA
K S
EASO
N
OFF
-SEA
SON
SE
RV
ING
W
eeke
nd
Wee
kday
W
eeke
nd
Con
v.
Non
-Con
v.
CA
PAC
ITY
(2
8 d
ais
) (7
0 d
ais
) (7
6 d
ais
) (7
0 d
ais
) (1
16 d
ais
)
500
100%
95
%
93%
10
0%
65%
600
100%
79
%
77%
85
%
54%
700
95%
68
%
66%
73
%
47%
800
83%
60
%
58%
64
%
41%
900
74%
53
%
51%
57
%
36%
1,0
00
67
%
48%
46
%
51%
33
%
1,1
00
67
%
48%
46
%
42%
27
%
1,2
00
50
%
36%
35
%
38%
25
%
1,3
00
46
%
33%
32
%
35%
23
%
1,4
00
43
%
31%
30
%
33%
21
%
1,5
00
40
%
29%
28
%
31%
20
%
*Ann
ual
Dem
and
= 7
94,1
71
plu
s re
stau
ran
t o
ver
flo
w
Cu
rren
t pr
ogra
ms
= 2
,00
0/h
r.
serv
ing
cap
acit
y
Ave
rage
A
nnua
l U
tili
zati
on
86%
74%
64%
55%
50%
45%
37%
34%
31%
29%
27%
Ass
umes
cap
acit
y
of
6.0
wait
ress
-nig
ht
turn
s pe
ak
seas
on
s an
d 4
.0
turn
s o
ff-s
easo
n;
incl
ud
es
ov
erfl
ow
for
m
--T
'";
- To
tal
Gu
est
Ser
ved
78
6,7
65
80
6,5
02
81
7,7
65
81
7,7
65
81
7,7
65
81
7,7
65
81
7,7
65
81
7,7
65
81
7,7
65
81
7,7
65
81
7,7
65
~~.· .. ·
·.~..~
, ,;~
· T
ota
l T
urn
ed
Aw
ai
31
,00
0
11
,26
3
-0-
-0-
-0-
-0-
-0-
-0-
-0-
-0-
-0-
7-2
5-8
6
3pm
H <!
I N
U1
0 ·~ :
~:;:,-~~
:~~ :-;~
~~-~~
FAST
FO
OD
D
AY
R
EST
AU
RA
NT
UT
ILIZ
AT
ION
.\?':li
••• -
r .. -: ••
-.. --
% A
NNUA
L U
TILI
ZATI
ON
G
UES
TS
TURN
ED
AWAY
10
0 .
,...
...-
-----
· - ---
---------------
·-75
0, 0
00
80
Uti
lizati
on
j 6
00
. 0
00
60
450,
000
40
300,
000
20
150,
000
T
urn
ed
A
way
0 ~--~----~----~----~--~----~----~----~--~----~
1500
16
00
1700
18
00
1900
20
00
2100
22
00
2300
24
00
2500
HOUR
LY
SERV
ING
CA
PACI
TY
~~. · . · r1~
r-.
L<U«B
UTILIZATI~ TAlliS NID ffiNlJE
IV-26
r 1~-.
I~
r) ·~~~: ; :··~
attend89: 28-Jul-86
DISNEY/ENTERPRISE CENTER LOUNGES - NIGHT ONLY MODEL TO PROJECT GUESTS SERVED AND UTILIZATION
Total Annual Demand
Number of Days
Seasonality Factor
Total Suest Demand per Day
Capacity per Day
Total Suests Served/Day
Total Suests Served/Season Total Guests Turned Away
Total Suests Srvd + Trnd Away
Utilization by Period
Average Annual Utilization
ASSUMPTIONS MADE IN THE MODEL ----------------------------------------TOTAL ANNUAL DEMAND TOT~ SEATING +50~ STANDING
Seating Standing
PEAK SEASON TURNS €FF SEASON TURNS
PEAK SEASON
Weekend Wee.kday
28 70
0.0049 0.0035
14,463 10,331
10,800
10,800
302,400 102,566
404,966
100.00%
7.78~
2,951,650 2,700 1,800
900 4.0 3.0 .
10,800
10,331
723,154 0
723,154
95.66%
18.~
LOUNGES - NISHT ONLY =================--==
OFF-SEASON
Weekend Convention Non-conver. TOTAL
76
0. 0034
10,036
10,800
10,036
762,706 0
762,706
92.92%
19.62%
IV-27
70
0.0025
7,379
8,100
7,379
516,539 0
516,539
91.10~
17.71~
2,951,650
116
0.0016
4,723
a, 100
4,723
547,826 2,852,625 0 102,566 .
547,826 2,955,192
58.30%
18.791. 82.50~
H ~
I N
CX>
T•~~
.• ·~ :
~:~ ... ;
1··,:~
To
tal
Cap
acit
y
PEA
K S
EASO
N
Seats
+
Wee
kend
W
eekd
ay
SEA
TS
Sta
nd
ing
(2
8 d
ays)
(7
0 d
ays)
1, 0
00
1, 5
00
100%
10
0%
1,1
00
1
,65
0
100%
10
0%
1,2
00
1
,80
0
100%
10
0%
1,3
00
1
,95
0
100%
10
0%
1, 4
00
2,1
00
10
0%
100%
1,5
00
2
,25
0
100%
10
0%
1,6
00
2
, 400
10
0%
100%
1,7
00
2
,55
0
100%
10
0%
1,8
00
2
,70
0
100%
96
%
1,9
00
2
,85
0
100%
91
%
2,0
00
3
,00
0
100%
86
%
*Ann
ual
Dem
and
= 2
,95
1,6
50
C
urr
ent
prog
ram
= 1
,80
6 s
eats
~ l!i
~~~
LOU
NG
E U
TIL
IZA
TIO
N*
NIG
HT
ONLY
OFF
-SEA
SON
W
eeke
nd
Con
v.
Non
-con
v.
(76
day
s)
(70
day
s)
(11
6 d
ays)
100%
10
0%
100%
100%
10
0%
95%
100%
10
0%
87%
100%
10
0%
81%
100%
10
0%
75%
100%
10
0%
70%
100%
10
0%
66%
98%
96
%
62%
93%
91
%
58%
88%
86
%
55%
84%
82
%
52%
Ass
umes
ca
pac
ity
o
f 4
.0
turn
s pe
ak
seas
on
s an
d 3
.0
turn
s o
ff-s
easo
n
Av
erag
e A
nn
ual
U
tili
zati
on
100%
99%
96%
94%
92%
90%
90%
87%
83%
79%
75%
."···:"-
:· •I
,,":
\ , .
. ~
To
tal
Gu
est
· S
erv
ed
1,8
81
,00
0
2,0
42
,72
6
2,1
78
,62
6
2,3
14
,52
6.
2' 4
50
' 426
2,5
86
,32
6
2,7
22
,22
6
2,8
26
,67
1
2,8
52
,62
5
2,8
69
,42
5
2,8
86
,22
5
To
tal
Tu
rned
A
way
1,0
74
,19
2
91
2,4
66
77
6,5
66
64
0,6
66
50
4,7
66
36
8,8
66
23
2,9
66
128,
521
10
2,5
66
85
,76
6
68
,96
6
7-2
5-8
6
3pm
----
:c
H ~
I N
\0
-....-
---,
.. ·~· -~,·
;:' -~1:~
i
% A
NNUA
L U
TILI
ZATI
ON
10
0R
·.·-ir!
i~~i
LO
UN
GE
U
TIL
IZA
TIO
N
NIG
HT
ON
LY
.. ~ .. ~~;
~
'GU
ESTS
TU
RNED
AW
AY
-----------------------------~
1, 1
00,
000
% A
n1
Utj
]jza
tjo
n
... --
----
----
----
----
----
----
----
----
----
----
----
----
----
--1
880,
000
60 f
-'"""
I
~
660,
000
40 l
~
I ~
440,
000
~.
s' t.
s'
I
l'v /)/)
~()'
4ty
20 t
-~
I --j
22
0, 0
00
0 0
1000
11
00
1200
13
00
1400
15
00
1600
17
00
1800
19
00
2000
SEA
TS
f·
1-:
, .. ·
f
Cltm..EX
UTILIZATI~ TAil£S NID ffiNlHS
IV-30
, . .. f .
j:· ..
1-
r.·.' ... · k···~
f" ··~
r I
attend89: 28-Jul-86
DISNEY/ENTERPRISE CENTER CINEPLEX - NIGHT MODEL TO PROJECT GUESTS SERVED AND UTILIZATION
PEAK SEASON
CINEPLEX - NISHT ===--==========--=
OFF-SEASON
Weekend Weekday Weekend Convention Non-conven TOTAL
Total Annual Demand
NUIIber of Days
Seasonality Factor
Total Guest Demand per Day
Capacity per Day
Total Guests Carried/Day
Total 6uests Carried/Season Total Guests Turr~ Away
Total Guests Carried + Turned Away
Utilization by Period
Average Annual Utilization
ASSlJIIPTIONS MADE IN THE MODEL ----------=------====
TOTAL ANNUAL DEMAND TOTAL SEATS TURNS PER NIGHT
28
0.0049
5,354
4,500
4,500
126,000 23,898
149,898
100.~
7.78~
1,092,553 1,500
3.0
70
0.0035
3,824
4,500
3,824
267,676 0
267,676
84.98~
16.52%
76
0.0034
3,715
4,500
3, 715
282,316 0
282,316
82.55~
17.43~
IV-31
70
0.0025
2,731
4,500
2,731
191,197 0
191,197
60.701.
11. 80~
1,092,553
116 360
0.0016
1, 748
4,500
1, 748
202,778 1,069,966 0 23,898
202, na 1, 093, 864
38.85~
12.~ 66.05%
, .. f·. I
attend89: 28-Jul -8£
DISNEY/ENTERPRISE CENTER CINEPLEX - DAY MODEL TO PROJECT GUESTS SERVED AND UTILIZATION
Total Ar.nual Defdand
Number of Days
Seasor.a lit y Fact or
Total Guest DeMar~ per Day
Capacity per Day
Total Guests Carried/Day
Total Guests Carried/Season Total Guests Turned Away
Total Guests Carried + Turned Away
Utilization by Period
Average Annual Utilization
ASSUMPTI(}4S MADE IN THE MODEL =============================
TOTAL ANNUAL DEMAND TOTAL SEATS TURNS PER DAY
PEAK NONPEAK
PEAK SEASON -·-·-------
Weeker.d
28
0.0049
1, 727
3,000
1, 727
48,356 0
48,356
S7.57i
352,451 1,500
2.0 1.0
Weekday
70
0.0035
1,234
3,000
1,234
86,350 0
----86,350
41.12i
B.OOi
CINEPLEX - DAY ============
OFF-SEASON ---·----
Weekend Convention ----------
76 70
o. 0034 0.0025
1,198 881
3, 000· 1,500
1,198 881
91,073 61,679 0 0
---- ----91,073 61,679
39.94" 58.74i
IV-32
Non-conven TOTAL ------
352,451
116 360
0.0016
564
1,500
•.
564
65,415 352,874 . 0 0
----- - ·-----65,415 352,874
37.5~
12.11" 44.44"
----
----
,;
H <: I w
w
... ·~ .
':;,:,-~
-r~i
PEAK
SEA
SON
W
eeke
nd
Wee
kday
SE
ATS
(2
8 d
ay
s)
(70
da
ys)
1,0
00
10
0%
100%
1,1
00
10
0%
100%
1,2
00
10
0%
100%
1,3
00
10
0%
98%
1,4
00
10
0%
91%
1,5
00
10
0%
85%
1,6
00
10
0%
80%
1,7
00
10
0%
75%
1,8
00
99
%
71%
1,9
00
94
%
67%
2,0
00
89
%
64%
*Ann
ual
Dem
and=
1
,09
2,5
53
C
urr
ent
pro
gra
m=
1
,50
0 se
ats
A
ssum
es
cap
acit
y
of
3.0
tu
rns
" ·;
1~~~
\·
,,·~
' •
:r>. ,.
:~
CIN
EPLE
X U
TIL
IZA
TIO
N*
NIG
HT
OFF
-SEA
SON
A
vera
ge
To
tal
To
tal
Wee
kend
C
onv.
N
on-c
onv.
A
nnua
l G
ues
t T
urn
ed
(76
da
ys)
(7
0 d
ay
s)
(116
da
ys)
U
tili
za
tio
n
Ser
ved
A
way
100%
91
%
58%
85
%
91
5,9
75
1
77
,89
0
100%
83
%
53%
82
%
96
8,1
75
1
25
,69
0
100%
76
%
49%
79
%
1,0
20
,37
5
73
,49
0
95%
70
%
45%
75
%
1,0
53
,16
6
40
,69
8
88%
65
%
42%
70
%
1,0
61
,56
6
32
,29
8
82%
61
%
39%
66
%
1,0
69
,96
6
23
,89
8
77%
57
%
36%
62
%
1,0
78
,36
6
15
,48
8
73%
54
%
34%
59
%
1,0
86
,76
6
7,0
98
69%
51
%
32%
56
%
1,0
93
,86
4
1,4
67
65%
48
%
31%
53
%
1,0
93
,86
4
-0-
62%
46
%
29%
51
%
1,0
93
,86
4
-0-
7-2
5-8
6
3pm
----
-,.
H <
I w
tl:::-
· .. ~~ :
i~;;,~~~
~j ~l
!t~~
~ -
-.. --.
t",,·~
~
.... T'\
,:;
CIN
EPLE
X U
TIL
IZA
TIO
N*
DA
Y
PEA
K
SEA
SON
O
FF-S
EA
SON
A
vera
ge
To
tal
To
tal
Wee
kend
W
eekd
ay
Wee
kend
C
onv.
N
on-C
onv.
A
nn
ual
G
ues
t T
urn
ed
SEA
TS
(28
da
ys)
(7
0 d
ay
s)
(76
d
ay
s)
(70
da
ys)
(1
16
d
ay
s)
Uti
liza
tio
n
Ser
ved
A
way
1,0
00
86
%
62%
1,1
00
79
%
56%
1,2
00
72
%
51%
1,3
00
66
%
47%
1,4
00
62
%
44%
1,5
00
58
%
41%
1,6
00
54
%
39%
1,7
00
51
%
36%
1,8
00
48
%
34%
1,9
00
45
%
32%
2,0
00
43
%
31%
*A
ctu
al D
eman
d =
352
,451
C
urr
ent
pro
gra
m=
1,5
00
se
ats
60%
88
%
56%
54%
80
%
51%
50%
73
%
47%
46%
68
%
43%
43%
63
%
40%
40%
59
%
38%
37%
55
%
35%
35%
52
%
33%
33%
49
%
31%
32%
46
%
30%
30%
44
%
28%
Ass
umes
cap
acit
y
of
2.0
tu
rns
peak
sea
son
s an
d 1
.0
turn
s o
ff-s
easo
n
67%
3
52
,87
4
-0-
60%
3
52
,87
4
-0-
56%
3
52
,87
4
-0-
51%
3
52
,87
4
-0-
48%
3
52
,87
4
-0-
44%
3
52
,87
4
-0-
42%
3
52
,87
4
-0-
39%
3
52
,87
4
-0-
37%
3
52
,87
4
-0-
35%
3
52
,87
4
-0-
33%
3
52
,87
4
-0-
7-2
5-8
6
3pm
r·
f .·
~- · ..
f: r~ ~;j
"
1: :.
j·
CAICUIATICNS FOR PFAK:rt«; AND OFF-SEA.SOO FACIDRS
Total Attendance
Average % Attendance (roc>nth)
Averaqe Hi/Low Day
Averaqe Day/Annual Attendance
+ Weekend/Niqht Peaking Factor . -
Annual Off-Season Factor
Annual Peaking Factor
NOTE: Calculations based on Harborplace experience
IV-35
PFAK ~YS BASIS=AIXi
16,100,000
12.6%
65,439
0.0041
20%
0.005
I.DW Dl\YS BASIS=JAN
16,100,000
5.0%
25,968
0.0016
0.0016
! .· v.
!·.
1.
I·
r
PRICI~ & REVENUES
St.IfiTTlary
Pricina Strategy: Lounge Dance Clubs
Dallas Area Lounqe/Dance Covers
Pricing Strategy: Attractions
Dallas Area: Entertainment Costs
Pricing Assumptions
Canparati ve Data: Average Check by Type of Restaurant • • • • •
Spendinq by Visitor Type
Spendinq Per Capita
Total Revenues
Revenue Expressions
1
2
3
4
5
6
7
8
9
10
11
!.·
L I
r· I. ..
\ .·
PRIC:rt«; AND REVENUES
Our strategy in developing pr1c1ng options is to maximize revenue potential by creating a pricing schedule that is consistent with various market demands on the project.
For the purposes of the proforma, we have assumed that lounges and attractions are both individually ticketed, as well as accessible through an unlimited daily use pass. The prices reflected in this analysis are in keeping with the current Dallas area, and may in fact be somewhat conservative, when canpared to the newer attractions in Dallas, e.g. Photons, Omnimax, and Wet 'n' Wild.
At this point we have not included a general admission charge to the project in as much as our objective has been to make the project work without depending on a general admission. The potential of a gate is significant, however, provided it does not became a barrier to the local market.
This current pricing plan yields an average per capita expenditure of $17.36. Spending is most heavily weighted to the night visitor, those most likely to be on expense accounts, or involved in shows and clubs where liquor is served.
In 1986 dollars, the total revenues from this price plan are $173.63 million.
V-1
I
l
k-
l·. ( .
t l
$5.00
$7.50
+ $9,00
PRICING STRATEGY
LouNGEs/DANCE CLuBs
CovER CHARGE PER CLuB
- OR -
.ENTERTAINMENT PASS
FoR UNLIMITED CLuBs
C3b% UsE PAss)
FooD & BEVERAGE CHECK
V-2
f.
l
DALLAS AREA
LouNGE/DANCE CovERS
BARNEY OLDFIELD's
BELLE STAR
BILLY BoB's
ENCOUNTERS
FAsT & CooL
PROPHET's BAR
MEMPHIS
GILLEY's (HousToN)
V-3
$3-5.00
$2-3.00
$5.00
$3,00 (WEEKENDS ONLY)
$3.00
$2-5.00
$4.00
$3-20.00 (DEPENDING ON TALENT)
I
1..
I· ·.
!. . I .
l·:
I·
PRICING . .STRATEGY
AnRACTIONs
$5,00 ATTRACTION PASS
UNLIMITED UsE
- OR -
INDIVIDUAL TICKETS
AvERAGE PRICE $2.50 *
AvERAGE AcTIVITY PER PARTICIPANT = 3.24
* NoT INCLUDING CINEPLEX AT $5,00 AvERAGE
V-4
j.-
1·
I .
f.
6 FLAGS
PHOTON GAME
OMNIMAX FILMS
MoviE THEATER
TEXAS RANGERS
WILLOW BEND PoLo
REUNION ARENA
LYRIC OPERA OF DALLAS
DALLAS SYMPHONY
DISCOVERY SERIES
STANFIST SERIES
DALLAS AREA
ENTERTAINMENT CosTs
$14.95 ADULTS (ATTENDANCE 2.5M)
$ 7.95 CHILDREN
$ 9.95 SENIORS
$11.95 ADULTS (ATTENDANCE .6M)
$ 9.95 CHILDREN
$ 4.50 FoR FIRST 6.5 MINUTES
$ 3.00 FoR EACH 6.5 MINUTES THEREAFTER
$ 4.75 ADULTS
$ 3.00 CHILDREN
$1.00 TO $5.U0 DEPENDING ON THEATER
$8.50 TO $5.00 RESERVED SEATING
$3.75 GENERAL ADMISSION
$6.00 ADULTS
$15.00 TO $17.50
$7.UO TO $26.50
$8.00 TO $16.00 PER CONCERT
$14.00 FOR LAWN SEATING
V-5
[
L
[. t·
[·
I.
I ..
PRICING AssuMPTIONS
- WAITRESS
AVERAGE DINNER CHECK
(77% OF MEALS SERVED)
AVERAGE LUNCH CHECK
- FAsT Foon
AVERAGE MEAL PRICE
V-6
$16.00
$10.UO
$ 3.50
1-
~~ .... ;:;
1:.
s~:r .. : ··~
COMPARATIVE DATA
NATIONAL REsTAURANT AssociATION
FASTFOOD
HAMBURGERS
AMERICAN
CHICKEN
LIMITED MENU No TABLE SERVICE
WAITRESS
CoNTINENTAL
STEAK/SEAFOOD
AVERAGE CHECK
BY TYPE OF RESTAURANT
DINNER
$18.36
$15.95
DINNER ONLY RESTAURANTS $19.44
V-7
LUNCH
$3.20
$3,76
$5.16
$4.09
-=-::
---._
..-.
_ ~ ~ ~
<: I 0
0
LOUN
GE
RID
Es/
AnR
ACT
ioN
s/TH
CINE
PLEX
WAI
TRES
S DI
NING
FAsT
Foo
n
REf A
IL
ToTA
L
.. ·~ ,:?
~1~;
REPE
AT
SPEC
IALT
Y
Stu
>P
ING
$ 0 0 0 0 0
$12.
24
$12.
24
REPE
AT
REc
Stu
>P
ING
$ 0 0 0 2.60
2.38
12.2
4
$V.'Z
l
~
_, ~
~ g~~~
~END
ING
Bv
isir
m T
YPE
ENfE
RTA
I tft
fT
Soo>
/DIN
ING
N
IGIT
$ 7.
4b
5.00
2.00
5.20
1.04
1.71
$22.4
4
Em
ER
T A
I tf't
T
Soo>
/DIN
ING
D
AY
-fN1I
LY
$ 0 5.00
1.00
2.60
2.38
2.23
$13.
21
fusJ
tEss
/ CO
OVEN
TI~
$H.9S
2.50
1.00
7.79
0.30
1.16
$21.
69
FMIL
Y
DAY
~
·~
~ ..
T+. ,>
Ncw
-fN1I
LY
NIGH
T
$ 0
. ~ 8
.20
5.00
5.0
U
u.~o
1.s
u
1.95
6.
49
2.S3
0.
75
3.78
3.
Sl
$13.
75
r-LS.L
J6
----
--;:
-
<: I 1.
.0
I
-.?:::.;
.:.~:r~]
·;·~
~{'~$j
SPEN
DING
PER
CAP
ITA
Nrl
1~
TEX
POSI
TIO
N
FAt£
UIL
HAL
L* ~-
ENTE
RTAI
NMEN
T $
3.22
ATTR
ACTI
ONS
$ 2.
49
CINE
PLEX
$
.72
FooD
$
4.85
$1
1.07
$12.1
6
f'ERC
HAND
ISE
$ 6.
00
$ 7.
38
$ 8.
11
I
ToTA
L $1
7.36
$1
8.45
$20.
27
*OF
PEOP
LE W
HO S
PEND
MON
EY
(Rou
sE C
o.
EsTI
MA
TES)
~-
••• _
-r:.-:_
....
. '
-----
1~
1~
EPCO
T M
AGIc
KING
IX~t
----
----
$15.2
5 $1
5.31
I I I
$ 4.
94
$ 5.Z
2
$ 4.
85
$ 8.
04
$25.0
3 $2
8.57
(
\· ToTAL REVENUES
fc .~, .; ~
[.· PER CAPITA # oF GuEsTs FoR THosE ToTAL
I· AREA PARTICIPATING PARTICIPATING REVENUES
I·_-LOUNGES 2,161,066 $14.91 $ 32.22M
1-
RIDES 4,982,388 $ 5.0U $ 24.91M Vr~ f~
CINEPLEX 1,445,004 $ 5.00 $ 7 I 23(1 (.:
i· FooD
r- .
WAITRESS 2,786,824 $12.99 $ 3b.l9M
FAsT FooD 4,136,505 $ 2.98 $ 12.32M l'
RETAIL 10,002,427 $ 6.08 $ 601 76~1
TOTAL $173.63M
V-10
~~ ·f!:
I=:
i·
r. I . I
LouNGES
REVENUE EXPRESSIONS
(1986 DoLLARs)
SALES PER Sa.FT.
SALES PER SEAT
WAITRESS RESTAURANT
SALES PER Sa.FT.
SALES PER SEAT
FAsT Foon
SALES PER Sa.FT.
SALES PER SEAT
RETAIL
CHARACTER SALES ·PER Sa.FT.
$511
$17,5d8
$467
$15,Uo6
$770
$19,553
$560
ExPo & TENANT SALES PER Sa.FT. $47b
V-11
