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THE$OCEANÁRIO$$DE$LISBOA$NEW$BUILDING$EDIFÍCIO$DO$MAR$
JOÃO $ FA L C ATO $ P E R E I R A $
I N T E R N A T I O N A L $ $A Q U A R I U M $ C O N G R E S S $ $2 0 1 2 $
1 WHY$A$EXPANTION$
2 OBJECTIVES$AND$PROGRAM$
3 CONSTRUCTION$AND$TICKETING$STRATEGY$
4 RESULTS$
5 CONCLUSION$
M I S S I O N $
“To$promote$knowledge$of$the$Oceans,$
educaXng$visitors$and$the$public$about$the$
necessity$of$protecXng$Natural$Resources,$
through$changing$their$daily$habits.”$
M I S S I O N $
The$reason$for$our$existence;$
T O $ T R Y $ T O $ A C H I E V E $ I T , $W E $ N E E D $
Big$numbers$of$visitors;$
Financial$sustainability.$
1,143,995$
968,729$
855,718$
888,695$
914,694$ 918,752$ 910,910$
966,578$
1,037,750$
600,000$
700,000$
800,000$
900,000$
1,000,000$
1,100,000$
1,200,000$
1999$ 2000$ 2001$ 2002$ 2003$ 2004$ 2005$ 2006$ 2007$
V I S I T O R S $ N U M B E R $ E V O L U T I O N $
$19,000$€$$
$495,000$€$$
$266,000$€$$
f177,000$€$$
$345,000$€$$
$571,000$€$$
$391,000$€$$
$832,000$€$$
$1,271,000$€$$
f200,000$€$$
$f$€$$
$200,000$€$$
$400,000$€$$
$600,000$€$$
$800,000$€$$
$1,000,000$€$$
$1,200,000$€$$
1999$ 2000$ 2001$ 2002$ 2003$ 2004$ 2005$ 2006$ 2007$
N E T $ P R O F I T $
O U R $ P R O B L E M $
We$predicted$that$visitor$numbers$would$start$going$down;$
The$exisXng$building,$although$very$high$quality,$was$not$flexible$to$create$new$airacXons;$
Financial$sustainability$and$the$mission$were$at$stake.$
In$2007$the$planning$of$an$expanXon$to$Oceanário$began,$with$three$main$objecXves$in$mind:$
1 Reinforce$Oceanário’s$ability$to$fulfill$its$mission;$
2 Improve$visitors$confort$and$saXsfacXon;$
3 Ensure$Oceanário’s$economic$sustainability.$
925404511$
Viability$studies$were$conducted$and$the$following$program$was$developed:$
1 Polivalent$temporary$exhibit$room$with$600$square$meters;$
2 Amphitheatre;$
3 Restaurant$inside$Oceanário;$
4 Budget:$5.000.000€$f$building$$$$$$$$1.000.000€$f$temporary$exhibit$
P R O J E C T $ C O N C E P T $ D E V E L O P E D $ B Y $ $Coutant$and$Architect$Pedro$Campos$Costa$
During$the$planning$of$the$expanXon$our$predicXons$were$confirmed:$
1 VisitaXon$numbers$dropped;$
2 FinanXal$results$were$good$but$not$sustainable.$
1,143,995$
968,729$
855,718$
888,695$
914,694$ 918,752$ 910,910$
966,578$
1,037,750$1,019,684$
968,873$951,543$
600,000$
700,000$
800,000$
900,000$
1,000,000$
1,100,000$
1,200,000$
1999$ 2000$ 2001$ 2002$ 2003$ 2004$ 2005$ 2006$ 2007$ 2008$ 2009$ 2010$
V I S I T O R S $ N U M B E R $ E V O L U T I O N $
$19,000$€$$
$495,000$€$$
$266,000$€$$
f177,000$€$$
$345,000$€$$
$571,000$€$$
$391,000$€$$
$832,000$€$$
$1,271,000$€$$$1,300,000$€$$
$1,019,000$€$$
$1,361,000$€$$
f200,000$€$$
$f$€$$
$200,000$€$$
$400,000$€$$
$600,000$€$$
$800,000$€$$
$1,000,000$€$$
$1,200,000$€$$
$1,400,000$€$$
1999$ 2000$ 2001$ 2002$ 2003$ 2004$ 2005$ 2006$ 2007$ 2008$ 2009$ 2010$
N E T $ P R O F I T $
E X E C U T I O N $
1 Works$started$in$January$2010$–$opened$in$March$2011$f$$15$month;$
2 Building$with$5$floors$and$2.800$square$meters$(net$area);$
3 Temporary$exhibit$with$250$cubic$meter$tank;$
4 Final$cost:$$$$$$$$$$$Building$–$4.940.000€$$$$$$$$$$$Temporary$exhibit$–$1.002.000€$
N E W $ B U I L D I N G $
N E W $ B U I L D I N G $
N E W $ B U I L D I N G $
T I C K E T $ O F F I C E $
E N T R A N C E $
E N T R A N C E $
R E S T A U R A N T $
R E S T A U R A N T $
A M P H I T H E A T R E $
T E M P O R A R Y $ E X H I B I T $
T E M P O R A R Y $ E X H I B I T $ D E V E L O P E D $ B Y $C O S E S T U D Y $ $
T E M P O R A R Y $ E X H I B I T $
T E M P O R A R Y $ E X H I B I T $
T E M P O R A R Y $ E X H I B I T $
T E M P O R A R Y $ E X H I B I T $
T E M P O R A R Y $ E X H I B I T $
T E M P O R A R Y $ E X H I B I T $
T I C K E T $ P R I C I N G $ S T R A T E G Y $
BEFORE$
1$type$Xcket$$Adult$price$12€$
AFTER$
3$different$Xckets:$
Permanent$Exhibit$f$$adult$price$12€$Temporary$exhibit$–$adult$price$6€$Combined$Xcket$–$adult$price$15,5€$
R E S U L T S $
Combined$Xcket$–$54%$
Permanent$exhibit$–$44%$Temporary$Exhibit$–$2%$
€/$visitor$–$16,4%$increase$
1,143,995$
968,729$
855,718$
888,695$
914,694$ 918,752$ 910,910$
966,578$
1,037,750$1,019,684$
968,873$951,543$ 952,580$
600,000$
700,000$
800,000$
900,000$
1,000,000$
1,100,000$
1,200,000$
1999$ 2000$ 2001$ 2002$ 2003$ 2004$ 2005$ 2006$ 2007$ 2008$ 2009$ 2010$ 2011$
V I S I T O R S $ N U M B E R $ E V O L U T I O N $
323,945$
259,679$ 260,155$
312,256$
200,000$
220,000$
240,000$
260,000$
280,000$
300,000$
320,000$
340,000$
2008$ 2009$ 2010$ 2011$
P O R T U G U E S E $ V I S I T O R S $
$19,000$€$$
$495,000$€$$
$266,000$€$$
f177,000$€$$
$345,000$€$$
$571,000$€$$
$391,000$€$$
$832,000$€$$
$1,271,000$€$$$1,300,000$€$$
$1,019,000$€$$
$1,361,000$€$$$1,406,000$€$$
f200,000$€$$
$f$€$$
$200,000$€$$
$400,000$€$$
$600,000$€$$
$800,000$€$$
$1,000,000$€$$
$1,200,000$€$$
$1,400,000$€$$
1999$ 2000$ 2001$ 2002$ 2003$ 2004$ 2005$ 2006$ 2007$ 2008$ 2009$ 2010$ 2011$
N E T $ P R O F I T $
86%$
83%$
85%$
84%$
88%$
87%$
93%$
78%$
80%$
82%$
84%$
86%$
88%$
90%$
92%$
94%$
2005$ 2006$ 2007$ 2008$ 2009$ 2010$ 2011$
V I S I T O R $ S A T I S F A C T I O N $ I N D E X $
C O N C L U S I O N S $
Our$goals$were$achieved:$
1 We$have$the$fexibility$to$adapt$and$talk$about$different$themes$in$the$temporary$exhibits,$contribuXng$more$towards$our$mission;$
2 Visitors$confort$and$saXsfacXon$increased;$
3 FinanXal$results$are$beier$with$the$same$number$of$visitors,$increasing$the$finanXal$sustainability$of$the$insXtuXon.$$
C O N C L U S I O N S $
4 Several$Xcket$prices$adapXng$to$different$finanXal$capabiliXes$may$be$a$good$strategy$in$Xmes$of$crysis;$
5 Temporary$exhibits$are$a$good$reason$for$local$visitors$to$repeat$visitaXon;$
THANK $ YOU! $
