Vancouver Public Aquarium

8/3/2019 Vancouver Public Aquarium

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VANCOUVER PUBLIC AQUARIUMVANCOUVER PUBLIC AQUARIUM

PRESENTED BY: SAFDAR KHANPRESENTED BY: SAFDAR KHAN

REG: 1432-110036REG: 1432-110036

PROGRAM: MBAPROGRAM: MBASPECIALIZATION: MARKETINGSPECIALIZATION: MARKETING

PRESENTED TO : SIR,PRESENTED TO : SIR,

DATE: 10/12/2011DATE: 10/12/2011


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Richard KnightRichard Knight, public relation, public relationDirector for the VPADirector for the VPA

Elizabeth DeweyElizabeth Dewey, the aquarium, the aquariumprogram coordinatorprogram coordinator


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Elizabeth Dewey proposal.Elizabeth Dewey proposal. Starting theStarting thefollowing fall the Vancouver aquarium restrict weekdayfollowing fall the Vancouver aquarium restrict weekdayadmission to only school hours 10:00 am to 3:00 pm andadmission to only school hours 10:00 am to 3:00 pm and

exclude the general public during those hours.exclude the general public during those hours.BACKGROUND.BACKGROUND. The VPA opened its doors onThe VPA opened its doors onJune 3, 1956, In Vancouver's Stanly park. accessible byJune 3, 1956, In Vancouver's Stanly park. accessible bybus or car, park was centrally located within the greaterbus or car, park was centrally located within the greater

Vancouver regional district GVRD.Vancouver regional district GVRD.


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MISSIONMISSION

The VPA is dedicated to the preservation andThe VPA is dedicated to the preservation andenhancement of aquatic life throughenhancement of aquatic life througheducation,recreation,and research. it is a private non profiteducation,recreation,and research. it is a private non profit

socaity,and is completely self-supporting.socaity,and is completely self-supporting.


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MARKETMARKET

MEMBERMEMBER

End of 1986 VPA 39,360 members. based on the sale ofEnd of 1986 VPA 39,360 members. based on the sale of

15,077 membership up from 11,850in 1985) to individuals15,077 membership up from 11,850in 1985) to individualscouples, and families. member accounted for 73,148 ofcouples, and families. member accounted for 73,148 ofthe aquarium total attendance of 876,825the aquarium total attendance of 876,825

GENRAL ADMISSIONGENRAL ADMISSION

Accounting to the 1986 annual reportAccounting to the 1986 annual report, the general admission category accounted for 61% of, the general admission category accounted for 61% of

revenues.revenues.


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DONORSDONORS

The donors market is very important for VPA.17,000The donors market is very important for VPA.17,000individuals,130 corporations, 4 foundations, and theindividuals,130 corporations, 4 foundations, and thefederal govt contributed more then $4.3 million to build thefederal govt contributed more then $4.3 million to build the

max bell marine mammal center.max bell marine mammal center.

VOLUNTEERSVOLUNTEERS

The 180 VPA volunteer made up aquarium associationThe 180 VPA volunteer made up aquarium associationmembers in there families ,volunteered 1300 hours to themembers in there families ,volunteered 1300 hours to theaquarium in 1986.they supervised educationalaquarium in 1986.they supervised educationaltours,sarved as docents for school tours, and worked intours,sarved as docents for school tours, and worked in

the clam shell gift shop.the clam shell gift shop.


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PRICING AND PROMOTIONSPRICING AND PROMOTIONSVPA prices were to be increased by an average of 10% on April 1, 1987.adultVPA prices were to be increased by an average of 10% on April 1, 1987.adultadmission would then cost %5.50, a price that include both the killer whale andadmission would then cost %5.50, a price that include both the killer whale andbeluga whale show, tours, seal feeding, films, and entrance to all galleries.beluga whale show, tours, seal feeding, films, and entrance to all galleries.

COMMUNICATIONCOMMUNICATIONThe membership was kept informed through special direct mail communication andThe membership was kept informed through special direct mail communication andregular quarterly edition of sea pen magzine.the local non-member segments wereregular quarterly edition of sea pen magzine.the local non-member segments were

exposed to PSA adv on both radio and TV. newspaper adv was used to promoteexposed to PSA adv on both radio and TV. newspaper adv was used to promotespecial events exhibits. aquarium brochures were available at tourist informationspecial events exhibits. aquarium brochures were available at tourist information

center.center.


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OPRATING HOURSOPRATING HOURSThe aquarium had three distinct set of operating hours.The aquarium had three distinct set of operating hours.

During the summer, the aquarium was open from 9.00 am to 9.00 pm seven days perDuring the summer, the aquarium was open from 9.00 am to 9.00 pm seven days per

week.week.

During the spring an fall, the aquarium was open from10.00 am to 6.00 pmDuring the spring an fall, the aquarium was open from10.00 am to 6.00 pm

During the winter the hours were further reduced to 10.00 am to 5.00 pm.During the winter the hours were further reduced to 10.00 am to 5.00 pm.

To increase revenues the aquarium offered evening and restricted daytime rental ofTo increase revenues the aquarium offered evening and restricted daytime rental ofthe facilities from September to may. The typical fee ranged from %100 for athe facilities from September to may. The typical fee ranged from %100 for a

luncheon meeting using a small room in the aquarium to %1,700 for use of the entireluncheon meeting using a small room in the aquarium to %1,700 for use of the entire

facility during an evening (food was provided by outside caterers ) in 1986, the VPAfacility during an evening (food was provided by outside caterers ) in 1986, the VPAreceived more then %200,00 rental revenue.received more then %200,00 rental revenue.


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VPAVPADAILY ATTENDENCE FOR 1985 AND 1986DAILY ATTENDENCE FOR 1985 AND 1986

1985

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY HOLYDAY TOTAL MONTH

JANUARY 436 493 40 391 434 1399 2157 1036 26147

FEB 725 545 395 376 949 1301 2622 0 26644

MARCH 832 712 707 818 1042 2139 2866 1293 44267

APRIL 928 812 746 858 888 1944 2508 2420 54335

MAY 1458 1041 1058 1214 1283 2144 3081 3105 50452

JUNE 1883 2157 1646 1882 2155 2365 8189 0 66664

JULY 4361 3314 3822 3694 3357 3858 4181 4052 119047

AUGUST 3731 3801 4221 3477 3268 4161 4992 5436 123214

SEPTEMBEE 957 1121 1081 968 1489 2287 3265 38783 49136

OCTOBER 957 678 578 419 957 1764 1694 1687 28271

NOVEMBER 405 274 498 378 347 925 1961 2831 21916

DEC 340 341 359 249 254 532 1475 1482 39263

WINTER AV 616 507 491 439 664 1343 2129 13858 29414

TOTAL AV 1418 1274 1296 1227 1369 2068 2833 2269 53280


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VPAVPADAILY ATTENDENCE FOR 1985 AND 1986DAILY ATTENDENCE FOR 1985 AND 1986

1986

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY HOLYDAY TOTAL MONTH

JANUARY 447 401 350 311 535 1426 2289 1452 28341

FEB 475 401 585 494 750 1027 1675 0 21622

MARCH 687 523 553 709 758 1798 2596 2633 41076

APRIL 672 641 684 635 586 1261 1741 2162 34483

MAY 1614 1997 2613 2080 1928 3244 3366 4746 79204

JUNE 3396 3825 3711 3662 3496 4409 47630 0 117200

JULY 6342 5615 5819 5173 5715 6472 6950 4609 182367

AUGUST 6238 5810 6142 5290 4944 5450 6622 7550 180315

SEPTEMBEE 2152 1956 2361 2711 2231 3417 4304 5209 82848

OCTOBER 688 978 1041 869 1202 2005 2813 2740 43540

NOVEMBER 406 442 535 327 555 1029 1277 1840 22021

DEC 434 443 341 382 307 523 1216 1832 29402

WINTER AV 523 531 568 515 685 1301 1978 1750 31000

TOTAL AV 1963 1920 2061 1887 1917 2672 32301 2898 71868


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VANCOUVER PUBLIC AQUARIUMVANCOUVER PUBLIC AQUARIUMFISCAL BUDGET 1986 PUBLC RELATION/ADVERTISINGFISCAL BUDGET 1986 PUBLC RELATION/ADVERTISING

JAN FEB MARCH APRIL MAY JUNE JULY AUGUST SEPTEM OCTOB NOVEM DEC TOTAL

RADIO 600 700 700 500 500 300 300 500 500 4600

TV 1500 1500

NEWSPAPER 500 500 200 500 500 300 500 3000

THANK U 5000 5000

MAGZINE 18860 1670 170 580 7580 1980 1910 860 580 720 670 1220 36800

BROCHURE 3000 20000 23000

DISTREBUTION 325 325 325 325 729 729 729 729 729 379 325 325 5624

PHOTOGRAPHY 1000 1000 1000 1000 1000 5000

PASSES 250 250 250 250 1000

BILLBORD 6300 6300 6300 18900

CLAM SHELL 200 400 400 400 400 1800

SCHEDULES 1000 5000 6000


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Solution of the case.Solution of the case.OPRATING HOURS

During the summer, the aquarium was open from 9.00 am toDuring the summer, the aquarium was open from 9.00 am to

9.00 pm seven days per week.9.00 pm seven days per week.

During the spring an fall, the aquarium should be openDuring the spring an fall, the aquarium should be open

from10.00 am to 8.00 pmfrom10.00 am to 8.00 pm

During the winter the aquarium should be open 10.00 am to 7.00 pm.During the winter the aquarium should be open 10.00 am to 7.00 pm.


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VANCOUVER PUBLIC AQUARIUMVANCOUVER PUBLIC AQUARIUMNEW BUDGET FOR PUBLIC RELATION/ADVERTISINGNEW BUDGET FOR PUBLIC RELATION/ADVERTISING

JAN FEB MARCH APRIL MAY JUNE JULY AUGUST SEPTEM OCTOB NOVEM DEC TOTAL

RADIO 600 700 700 500 500 300 300 500 4100

TV 1500 1500 1500 4500

NEWSPAPER 500 500 500 300 400 500 300 500 3500

THANK U 5000 5000

MAGZINE 16000 1000 5000 3000 3000 3000 3000 5000 39000

BROCHURE 3000 2000 5000 16000 3000 29000

DISTREBUTION 500 500 500 500 500 500 500 500 500 500 500 500 6000

PHOTOGRAPHY 500 300 200 200 500 1000 100 2800

PASSES 250 250 250 250 1000

BILLBORD 500 500 500 500 1000 1000 500 500 1000 6000

CLAM SHELL 200 200 200 200 200 200 200 300 200 200 2100


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Elizabeth Dewey proposal.Elizabeth Dewey proposal. the board would be accept the proposal becausethe board would be accept the proposal becausethe center main concern with education and the students will be the feature memberthe center main concern with education and the students will be the feature member

of the VPA.becuase the population around the VPA proximately 1.3 million and theof the VPA.becuase the population around the VPA proximately 1.3 million and thetime which reserved for the remaining people is enough.time which reserved for the remaining people is enough.

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Vancouver Public Aquarium