Water park''s demand, but safe profit taxation

São Paulo-Benefited by heating the domestic tourism, water parks maintain growth prospects for 2016. However, for the industry, performance could be better if it weren''t for the cascading tax burden and labor legislation.
"In Brazil we have 30 parks, whereas the small, if we had the same conditions of the international market, we''d have 200", points out the President of Wet ''n Wild, located in Itupeva (SP), Alain Baldacci. According to him, most of the attractions used in parks is imported, which pushes a series of cascading taxes when entering the country, requiring a very large investment. One example cited by him is the price of a large roller coaster, which can be bought in the United States for $ 1 million and here comes to $ 2,500,000. "We have a population younger than many European countries. However, the profitability there is better ", discusses the Executive. For Baldacci, is this lack of competitiveness to international players.
To the Director-General of the Beach Park, Murilo Pascoal, labour legislation and the lack of a law of outsourcing is also a major bottleneck, which increase the cost, engessa the number of signings. According to him, 90% of their employees are less than 30 years and are in their first job. "If encouraged, the sector could employ even more. The labor sector qualifies, "he points out.
According to Baldacci, Wet''n Wild, paralyzing the bottlenecks. "How long it took the Brazilian''s largest park to be consolidated," explains Baldacci to compare Disney park opened recently in Shanghai. "He entered the market with the size that would be, here it took us years to make it grow," he says.
Water below
In addition, the Commission points to the challenge of logistics cost. According to him, a roller coaster needs about of 120 containers to be brought to Brazil. One of the main attractions of the Park, the Vortex, needed 21. "We have the freight of exit from country of origin and the entry into Brazil, cascading taxes are added to this lost competitiveness," he says.
With a major focus in the resident market, Wet''n Wild, expects to close the year with superior performance to 2015 and among the strategies is to invest in events that are independent of the colder climate, as the "Macabre Nights", which won the prize of the World Waterpark Association (WWA) for best event in aquatic park in 2016. In the Beach Park, located in Aquiraz (CE), events will also be a strategy in the summer. "Ceará Show is a musical that brings out the qualities of the destination," says Pai. According to him, the choice of tourist destination depends on the activities offered in the period, so increase leisure options is essential. Even waiting record for the year of 1 million visitors, the Executive CITES that the summer season will be equal to 2015. "The economy has better prospects, but he''s still in inflection point."
With the exception of Thermas of orange groves, all companies interviewed by DCI pointed to the cost of importation as a major bottleneck in the sector. "It affects us less, because most of the attractions is built here. This reduces maintenance cost including ", explains the Coordinator of the marketing department of Thermas, José Antonio Aguirre. "We have imported equipment, but in many cases we chose the proper manufacture, namely, we bought the design and patent and we do here," he points out. According to him, the goal of the company is to achieve a volume of visitors near the retrieved from 2015, of 2,000,000 people. "We have grown from 10% to 15% on every month, in comparison with the same period in 2015," he says.
According to him, the high dollar and domestic tourism warming ended up benefiting the industry. "In addition to the day use, the Park is suitable for a shorter period [3 and 4 days]", says the Executive about the cost-benefit of water parks in the crisis. The same feeling was observed by the Hot group Hot River Park near Caldas Novas (Goiás) and the Beach Park. So much so that in July the Park Hot Park reached all-time record, with 200,000 people.
To get over the number of visitors from 2015, Ahir, the Thermas of orange groves, points out that the company has invested in direct marketing and partnerships with hotels of the region for leveraging the demand. Later this year, he reported to the DCI, which should usher in a great work of modernisation in the Park. "Every year we commit something and, in the long run [4 or 5 years], we want to increase by 50% the area of the Park," he says.
Perspectives
The forecast is that the market of amusement parks close 2016 with growth of at least 15% of the demand. According to the Director of the Association of amusement parks of Brazil (Adibra), Paulo Kenzo Uemura, even with the already mentioned bottlenecks, there is an expectation that the aquatic Parks get more difficult in the coming years. "Two years ago that the industry has attracted new players and that has been intensifying," he says.
Uemura explains that investing in water parks has won attention from developers for efficiency in attracting the public. "Both resorts as tourist destinations have done it," analyzes.
In the Magic City, in Suzano (SP), where Uemura is also the Director Park, is expected to close the year with a demand between 13% and 17% higher. "The first half was very good, but the second did not start too. However, we believe that October onwards we will recover, "notes. For him, it''s hard to overcome the challenge Park the last two years for having achieved such a positive performance. "In the last two years, due to the drought and heat, people went to the parks. This year, the climate was different. " On account of this factor, the Executive says it''s possible that moving average is the same as the parks of 2015.
To increase the movement, two strategies that he emphasizes is the release of attractions that can be more interactive, to capture the digital audience, and focus more on public with more than 60 years. "It will not be the focus, but we want 10% pass for 20% or 30% in 10 years," he concludes.
The Hot Park also should expand the audience hit. According to the Director of sales and marketing experience in the Park, Ana Luiza Masagão, the incentive to gain attention in the coming months. "We''re still going to draw the product, but we want you to be linked with the Eko Adventure Park."
In an effort to circumvent the climate change, she tells the park began offering an extra ticket, for $ 10, which serves for two days, if in the first rain. "It''s a way to mitigate the effects of climate, because people are afraid," he says. In addition, she comments that the Park is using the same technique of price management (revenue management) in hotels for value and do promotions.