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Splashlands, Welwyn Garden City

Market analysis to support design development options for new outdoor activity centre

Project Description

Set in 126 acres of picturesque Hertfordshire parkland, the Stanborough Activity Centre is being developed by owners, Welwyn Borough Council and operators Finesse Leisure, to become an outstanding regional facility offering a wide range of outdoor activities including sailing, windsurfing, kayaking, angling, disability cycling and many other activities. Future plans include the opening of a new high ropes course. As part of the longer-term development, Welwyn BC planned ‘Splashlands’ as an exciting children’s play park incorporating water features, a cafeteria and an education zone.

Design and build contractor, Saturn Projects were appointed to develop 3 alternative design concepts for Splashlands and Petersham Group joined with them to carry out a market analysis exercise to assess the potential market for Splashlands, taking into account factors that might affect attendance (including analysis of competitors), going on to create a series of ‘what if’ scenarios for each alternative, each showing the provisional impact of greater or lesser investment on the project and on sustainable ticket price.

We also advised on the likely requirement for retail and catering services and for other user facilities at the site.

The outcome of our feasibility study indicated that the likely returns to the local authority would be insufficient to justify the likely investment required and the council made the right decision, not to proceed.

Project Details

  • Client Saturn Projects Ltd
  • Date September 16, 2013
  • Tags Business Planning & Financial Modeling, Visitor Attractions
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