QUEBEC ICE HOTEL SUCCESS : ENTREPRENEURSHIP AND RESILIENCE

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1 QUEBEC ICE HOTEL SUCCESS : ENTREPRENEURSHIP AND RESILIENCE WINTER CITIES SHAKE UP EDMONTON JANUARY 30TH 2015

2 Historical background Presentation of a video Technical facts and figures Sales and marketing Performance Profiles Conclusion Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 2

3 conception, market and feasability studies : desesperatly looking for partners and financing 2001 inauguration of the Ice Hotel at Montmorency Falls Park relocation and expansion at Duschenay Natural Reserve (45 minutes from Quebec) relocation near downtown Québec(10 minutes drive) on the former zoo grounds Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 3

4 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 4

5 AREA Building ft 2 Land Building ft 2 Snow production ft 2 Logistic site ft 2 Storage of heavy equipment ft 2 Technical building Tools Laundry room Electricity Winter operational equipment Staff dining room Locker room ft 2 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 5

6 500 tons of ice and tons of snow (4 million of water gallons) 44 rooms and theme suites Ice Bar with a capacity of 400 people Ice Chapel Grande Ice Slide for people of all ages Grand Hall and Exhibition on Hall Ice Workshop Bar Backstore Nordic Area with hot tubs and sauna Electricity Room Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 6

7 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 7

8 WELCOME PAVILION ( FT 2 ) SERVICES PAVILION ( FT 2 ) Ticket Booth Gift Shop Groups Registration Guides Office Washrooms Rest Area Check-in for overnight guests Restaurant (80 seats) VIP lounge for overnight guests Room for training session Showers and Locker-rooms Lockers for luggage Washrooms Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 8

9 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 9

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24 Quebec Ice Hotel is privatly owned by Mr Jacques Desboies and few other shareholders A long term business relationship with a landlord La SEPAQ, a government owned corporation managing and operating all provincial parks and attractions. A long term financial partnership with a financial business partner Fondaction a CSN owned workers investment corporation. An instant recognition by Quebec City Tourism, the industry and the provincial government with: Partial funding of initial feasibility studies Annual support for marketing and sales Bridge financing when needed Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 24

25 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 25

26 General public Médias Web Marketing Comm/Marketing ROOM NIGHTS Industry Trade shows Tour operators Sales Force VISITS General public Médias Campagne publicitaire Relations publiques Comm/Marketing Industry Distributeurs Démarchage Sales force WEDDINGS General public Médias Web Marketing Comm/Marketing Sales Force CORPORATE/ EVENTS B2B Industry Médias corporate sales Incentive & shows ravel specialists Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 26 Sales force

27 57% For regional and provincial medias = $ 25% International marketing including brochure et web site = $ 18 % Public relations and special regional events (Grande Soirée, Photos, etc.) = $ Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 27

28 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 28

29 Over a million visitors in 14 years. More than international journalists. More than overnight guests. Over people attending special events. About 300 weddings. Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 29

30 5 000 overnight guests visitors people in special events. 20 weddings. A special media event FROZEN with Disney Productions. Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 30

31 18% VISITORS Québec Canada U.S.A Others Country 49% 18% 15% Total : visitors Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 31

32 Opened on January 3rd. 70% of all rooms were allready booked before the opening. Forecast is above 95% occupancy for this year. Another signature media event planned with The Game of Thrones as a theme. Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 32

33 Local 26,36% admissions Sales total admissions participants Excursionists 12,74% admissions Non-locaux centrés 38,44% Indice de centrage Moyenne 52,20% Tourists 60,90% admissionss Québec 26,76% Canada 9,32% Average # of roomnights Moyenne: 3,4 Total: États-Unis 10,91% Autres pays 10,91% Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 33

34 Origin % of all visitors % of all tourists Québec 29,79% 48,88% Canada, Hors Québec 9,32% 15,30% L Hôtel de Glace a attiré près de 61 % de touristes.. U.S.A. 10,91% 17,91% Other countries 10,91% 17,91% TOTAL 60,90% 100% Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 34

35 CONNAISSANCE DE L ATTRACTION AVANT DE S Y RENDRE? (n=324) 14% 2% INDICE DE CENTRAGE Moyenne : 52,2 % À PROPOS DE VOTRE DÉCISION DE VENIR DANS LA RÉGION, DIRIEZ-VOUS QUE VOUS ÊTES VENU (n=280) Ne sait pas 2% Aucune influence 11% En partie pour l'événement 56% Surtout pour l'événement 31% 84% oui non Ne sait pas Ce qui affecte à la baisse l indice de centrage est le fait que l Hôtel ne constituait pas l unique motif de visite. Ceci s explique par le fort potentiel touristique de la ville de Québec. En effet, les touristes profitent de leur séjour pour visiter d autres attractions. Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 35

36 An instant north american media success. A true icon of Quebec city as a winter destination. A capacity to deliver a world class winter experience. An awards winning team. A capacity to adapt to new situations. Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 36

37 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 37

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