Artists impressions of ‘an ecological adventure’ which will be a refi t of an
existing area at Gold Reef City, Johannesburg, South Africa by Ray Hole
FOCUS ON QUALITY
Reassuringly, during this reces-
sion, attraction loyalists and
Ray Hole Architects potential new visitors still want to
Ray Hole,
have quality leisure experiences.
managing director
Therefore, those attractions that
maintain or indeed expand their
At the beginning of 2009 we had an offer during this period will attract
unprecedented set of circumstances which more attention and capture a
were very different to those that had con- large part of the visitor market.
fronted any of us before. Indeed, the end Any new product that can be
quarter of 2008 presented such an oppo- implemented immediately or at
site context to the previous nine months of least be shown to be ‘coming
the year that it appeared (almost) confus- soon!’ will promote a heightened
ing and hence unnerving for us all – not sense of optimism, ambition and
least by the rapid onset of the economic commercial robustness.
diffi culties that now affect most of the glo- Attention can also be given
bal and home economic markets. during this period to overdue
Our projects in 2009 obviously devel- maintenance and base level investment that faced us in 2008 will continue. In par-
oped within the extraordinary economic in the core assets of the attraction. Often ticular, the volatile international currency
context unfolding throughout the year. We these are overlooked when times are good exchange market will make the importing
believe this has had an important infl uence when the focus is on maintaining growth and exporting of goods and services a
on our thinking, perhaps more than at any and increasing profi ts. mixed bag of winners and losers. Pegging
other time in our professional lives. A new term has also been coined to exchange rates through appropriate insur-
So, how do you make sense of an eco- refl ect one positive domestic tourism mar- ance policies may be a necessary on-cost,
nomic picture that still remains unclear. ket symptom of the recession – staycations. but may protect the contract value.
Where business commentators give only Operators that can bring to market and In conclusion, 2010 will be a year of
generic predictions and ‘end 2008’ data deliver a quality and enhanced visitor expe- strategy and tenacity. Our mixture of UK
and the normal rules no longer exist? rience will benefi t from this (albeit probably and overseas activities will continue to be
With the very limited liquidity currently temporary) reaction to the cost of overseas diverse enough to navigate a sustainable
available, presenting a coherent business travel and the poor exchange rates cur- path through the recession. Our mixture of
case is critical. Therefore, the cyclic rela- rently available in many destinations. projects will be as enjoyable as ever and
tionship between optimal capital required For those, like us, who work both in the we aim to introduce our unusual brand
for a project and the assured revenue UK and internationally, particularly in the of design and process to a much broader
streams that service it must be close. emerging economies, the global issues market. Good luck to everyone in 2010. ●
AM 1 2010
©
cybertrek 2010 Read Attractions Management online
attractionsmanagement.com/digital 35
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