1) OVERALL VIEW of ENTERTAINMENT

SECTOR in ISTANBUL
2) TEMA WORLD PROJECT OVERVIEW

OVERALL VIEW of ENTERTAINMENT

SECTOR

Domestic & International Market

Latest Research Details

Scope

Catchment Areas

Participant Demographics

Domestic & International Market

With current market size of 12.5 million people, the qualified available
resident market is significant.

Current market size does not include 2.5 million people who can not afford
leisure activities such as theme parks.

With continued growth is resident market, an estimated number of 16.4

million people by 2017 is projected.

The domestic tourist market is estimated at 12 million by 2017 with around

60 percent of the market is visiting friends or relatives.

While international tourist market is projected at 10+ million by 2017, the

majority of tourists are interested in visiting the cultural attractions in
Istanbul. Therefore not considered as huge potential theme park visitors.

Research - Scope
The research has been planned to
examine and have a deeper look to
the potential customers preferences
of Tema World. Main objectives
disccused are as following;

Entertainment
Habits

Brand Awareness

Price Sensitivity
F&B
Potential

Conceptual
Evaluations

Theme Park Experiences

Potential
Visitor
Calculations

Research Catchment Areas

Research Participant Demographics

WHO ?

Computer based face to face

discussions
Face to face Focus Groups
An average of 45 minutes
per survey has been
achieved.

Istanbul Residents
Age group of 15-55
People under the segmentation of
B and C

European Side
Arnavutky
Esenyurt
Avclar
Eyp
Baclar
Fatih
Bahelievler
Gaziosmanpaa
Bakrky
Gngren
Bayrampaa
Kathane
Beikta
Kkekmece
Beylikdz
Saryer
Beyolu
ili
Bykekmece Sultangazi
Esenler
Zeytinburnu

Anatolian
Side
Ataehir
Beykoz
ekmeky
Kadky
Kartal
Maltepe
Sancaktepe
Sultanbeyli
mraniye
skdar

HOW ?

WHER
E?

Research Participant Demographics

Customer Segmentation (%)
Gender(%)

25
50

Female
Male

50

75

B
C1

Age Groups(%)
45 - 55
35 - 44

30

25 - 34

50

20 - 24
15 - 19

Kids? (%)

Marital Status (%)

11
2

35

50
62

50
Yes

Married
Single
Divorced

No

Research Participant Demographics

Average Household
Size

Kids in Household
(Average)

1,
4

How old is your child?

0-5

100

6-9
10-14

36
3

>15 1

3,
2

46.2

Perso
n
0.8

18.0
Average
Household
Income:
10.9
10.0
9.2
3.1
3.203,04 TL

1.2

0.5

Research Findings

Brand Awarness
Entertainment Habits
Visitation Frequency
Length of Stay
Per Capita Spending
Dining Habits

Brand Awareness (%)

54

Top of Mind Awarness

Spontaneous Recall

47

28
23

27

28

12

10

9
3

19

18

17

17

26

24

B2. Theme Parks Top of Mind Awarness? (Single Answer)

B3. Other Theme Parks you can recall? (Multiple Answer)

11

10

17
11

10

14
4

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

63

10

11
4

W/kids: 1,3 visits /

mo
W.out/kids: 1,6 visits
Asia:/1,2
movisits /
mo
Europe: 1,6 visits /
3
2
1
mo

Length of Stay
Average
Time
Spent

How long do you spend in themeparks? (%)

57

Anatolian Side: 2 hours

46 min
European Side: 2 hours
40
37 min

2
hours

40
mins

0-1 hours

1-2 hours

2-4 hours

4-6 hours

6 hours

Per Capita Spending

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

62

Av
e
54 rage
,28
:
TL

19

7
0-20 TL

With kids: 53,14 TL

W/out Kids*: 56,61
TL
European
Side:
53,77 TL
Anatolian Side:
54,74 TL

21-50 TL

51-80 TL

81-100 TL

3
101 TL ve zeri

Dining Habits
Meals
Outside
2,1
m
wee eals/
k

Average
Spend (TL)

Average:
27,47 TL

Summary
THEMED ENTERTAINMENT HABITS OF ISTANBUL
RESIDENTS
Frequency of Visitation

AverageTime Spent

1,4 visits per month

2 hours 40 minutes

Per Capita Spending / Attractions

only

55 Turkish Liras

Per Capita Spending / Food &

Beverages

28 Turkish Liras

PROJECT
OVERVIEW

LOCATION
MACRO/MICRO PLANS
AERIAL VIEW
MASTER PLAN
BIRDS EYE VIEW

Location

Macro Plan

Aerial View & Land Use Functions

REAL ESTATE
DEVELOPMENT

THEMEPARK

RETAIL SITE

MIXED-USE COMMERCIAL
SITE

EDUCATIONAL
FACILITIES/SCHOOL

3 HOTELS

RECREATIONAL
FACILITIES

Tema World will be located to the north of the project site to

gain higher visibility and brand awareness from the main

Master Plan
Tema World Master Plan is a collaborated
effort of worldly known two theme park
design companies; Jack Rouse
Associates and Jora Vision.
Overall plan and the in-park offerings are
being designed by Jora Vision in light of
previous theme park experience, regional
and international benchmarks, market
expectations, time spent vs percieved
value analysis and additional service
requirements.

Birds Eye View

Thank You!