Case history High Speed Rail Stations in Italy Renato Casale

Transcription

1 Case history High Speed Rail Stations in Italy Renato Casale Italferr (FS Group), Italy 1

2 Index Grandi Stazioni - Company Profile High Speed Rail Stations - Macro Targets High Speed Rail Stations - Key Design Drivers High Speed Rail Stations - The Italian experience 2

3 Ferrovie dello Stato Group Organizational structure State Treasury 100% Ferrovie dello Stato Trenitalia RFI Italferr railway operator passenger and freight transport 100% 100% 100% 60% infrastructure network manager railway engineering Grandi Stazioni main stations real estate management 100% FS Logistica logistics operator Other Companies 3

4 Grandi Stazioni - Company Profile Grandi Stazioni is the company managing the 13 largest railway stations in Italy Turin Milan GenoaVerona Venice Karlovy Vary Prague Marianske Lazne Also operating abroad (holding 51% of GS Ceska Republika) First example in Europe of partially privatized Railway Stations Company (60% controlled by Ferrovie delle Stato, National Railway Company). Bologna Florence Rome Naples Palermo Bari High Speed Stations 4

5 Grandi Stazioni - Company Profile Key Figures Turnover (2008): $ 257 M EBIT (2008): $ 38,8 M - EBITDA (2008): $ 55,7 M Refurbishing Investment: c $ 1300 M (50% already implemented) Business Model: similar to Airport Companies 4 Business areas to make money and transform stations from a Cost Center to a Profit Center RETAIL REAL ESTATE ADVERTISING PASSENGER SERVICES 5

6 1 Grandi Stazioni - Company Profile - Strategic approach PLANNING AND DESIGN 2MANAGING COMMERCIAL POTENTIAL RENOVATION PLANNING DESIGN Restore architectural value Flows analysis Market potential Market Trends Planning Design Supervision & Control RETAIL ADVERTISING REAL ESTATE CUSTOMER SERVICES It applies to both usual commuters and new high speed segment in order to maximize revenues and return on investment 6

7 Grandi Stazioni - Company Profile Business Model AMOUNT OF INVESTMENT LENGTH OF CONCESSION INTERACTION BALANCE BETWEEN ECONOMIC INDICATORS KEY ELEMENTS DRIVERS YEARLY RETURN TO RAIL GROUP (% OF REVENUES LESS DIRECT COSTS) % EQUITY OWNED BY RAIL GROUP OVERALL PROFITABILITY 7

8 Grandi Stazioni - Company Profile Business model the Italian Experience OWNERSHIP OF INFRASTRUCTURE REFURBISHMENT INVESTMENTS FS with a 40 year Concession to GS Cooperation between GS, FS and Government REVENUES (Retail and Real Estate rental, Advertising) CONDOMINIUM COSTS (utilities, cleaning, maintenance, etc.) GS Tenants (according to space allocation) on a Cost Plus basis (Facility Management commission to GS) OTHER COSTS (HR, Marketing, Overheads, etc.) RETURNS FOR FS GROUP GS - Dividends - Asset recovery fee : based on the percentage of revenues Legend: FS= National Railway Company; GS= Grandi Stazioni 8

9 High Speed Rail Stations Macro Targets Questions and Answers Two basic questions on HSR Stations planning 1. Terminal stations or through stations? 2. Adapting existing stations or building new ones? The answer depends on: a. benefits & constraints b. implementation constraints 9

10 High Speed Rail Stations Macro Targets Overall Evaluation Grid Terminal Stations Existing Building Pros: - best location in town - usually no need to cross any track to reach platforms Cons: - extended Total Travel Time - design & construction constraints - heritage preservation constraints New Building Pros: - usually no need to cross any track to reach platforms - maximum fit to needs Cons: - high Investments - extended Total Travel Time Through Stations Pros: - best location in town - reduced Total Travel Time Cons: - more vertical connections - design & construction constraints Pros: - maximum fit to needs - underground level - vertical development - minimal Total Travel Time - easier to realize underground tracks Cons: - High Investments 10

11 High Speed Rail Stations Macro Targets Key Drivers for Operator Choice Focus on the right balance between TOTAL TRAVEL TIME (Door to door) INVESTMENT COST 11

12 High Speed Rail Stations Design Key Drivers A. Intermodality B. Flow Analysis C. Customer Oriented Services 12

13 High Speed Rail Stations Design Key Drivers - A. Intermodality Best interconnection with all other transportation systems: Metro / Commuters / Local trains Bus Taxi Airport express train Parking 13

14 High Speed Rail Stations Design Key Drivers - B. Flow Analysis Flows in Rome Termini Station HS dedicated platforms Optimize Access 9 8 HS dedicated lounge 14

15 High Speed Rail Stations Design Key Drivers - C. Customer Oriented Services Opportunities Marketing Research Services Identification Retail/ Advertising Customer Satisfaction 15

16 High Speed Rail Stations Design Key Drivers - C. Customer Oriented Services Opportunities FLOWS ANALYSIS a MARKET POTENTIAL b MARKET + + TRENDS Customer Centric c Extend services range to the passengers wanting to save time Shops, quick and slow restaurants, medical services, agencies, valet service, lounge areas, temporary offices, convention center, hotel connection, fidelity card network 16

17 High Speed Rail Stations Design Key Drivers - C. Customer Oriented Services Marketing research Dedicated Parking 18,1% WI FI internet cover 14,6% Corner office 13,1% Premium Fast restaurant 13,0% Top 10 dedicated services requested Based on market research and joint analysis (1000 personal interviews, October 2009) Technological Services Car Valet Service 9,1% 8,6% Rental car with driver 8,6% Rapid laundry 6,9% Dedicated meeting and working rooms 4,9% Tailoring service 3,3% 17

18 High Speed Rail Stations Design Key Drivers - C. Customer Oriented Services Service Identification Easy to reach Dedicated platforms and tracks Dedicated lounges HSR dedicated desks High customer service 18

19 Service Identification Easy to reach: one of the strengths of High Speed Trains is the convenience of the place of departure/destination. Dedicated platforms and tracks: tracks and platforms have to be dedicated to High Speed Rail service, easy to find and recognizable Be ready for Operator Competition (2011) 19

20 Service Identification Dedicated lounges: Dedicated lounges with renovated interior and exclusive services for High Speed Rail customers 20

21 Service Identification HSR dedicated desks Dedicated personnel at the HSR platforms ready to give customers assistance for: Booking changes Commercial information (promotions, rates, conditions of access, shopping channels) Information about hosting services and train timetables Real-time information about HSR Trains traffic (punctuality, train s composition, arrival and departure) Support for purchase and ticket/ reservations change at self service 21

22 Service Identification Mix of large and traditional shops and services: SPA Fitness Center Medical Center Museum Gourmet restaurant Banking services Already existing in Rome Termini and ready to be implemented in other Italian Stations 22

23 Service Identification New services that could be introduced: Hairdresser Express Laundry WiFi Access Areas Business Center Car Valet Service 23

24 High Speed Rail Stations Design Key Drivers - C. Customer Oriented Services Retail & Advertising RETAIL + ADVERTISING Extract High Value from High Speed Rail Passengers 24

25 Retail BRANDS SPECIFIC FOR THE HSR MARKET 25

26 Advertising ADVERTISING TARGETED TO HIGH SPEED RAIL PASSENGERS 26

27 High Speed Rail Stations Design Key Drivers - C. Customer Oriented Services Customer Satisfaction TOTAL 93,8% 6,2% KPI s FREQUENT 92,8% 7,2% Overall Satisfaction Clean Comfort OCCASIONAL 94,8% 5,2% Toilets Baggage Handling Ticket Area MILAN ROME 91,9% 8,1% 95,6% 4,4% Platform Parking Access Signage Shops Services Satisfied Unsatisfied CUSTOMER IS KING 27

28 High Speed Rail Stations The Italian Experience Up to 2009 Adapting existing buildings in main city stations Adding new existing stations to the network (Through Stations) Building brand new stations Allow HSR to start penetration (Rome Termini, Milan Central Station, Naples Central Station, Bologna) Speed-up total travel time (Rome Tiburtina, Bologna, Turin Porta Susa) Taylor made HSR Stations (Florence, Naples, Reggio Emilia) 28

29 High Speed Rail Stations The Italian Experience Focused on: Easy access Increased dedicated services Improved intermodality 29

30 Rome Tiburtina The Italian Experience ROME Arch. Paolo Desideri 30

31 Rome Tiburtina The Italian Experience ROME Arch. Paolo Desideri Section 31

32 Turin Porta Susa The Italian Experience TURIN Arch. AREP Silvio d ASCIA and Agostino Magnaghi 32

33 Turin Porta Susa The Italian Experience TURIN Arch. AREP Silvio d ASCIA and Agostino Magnaghi 33

34 Turin Porta Susa The Italian Experience TURIN Arch. AREP Silvio d ASCIA and Agostino Magnaghi Section 34

35 Reggio Emilia The Italian Experience REGGIO EMILIA Arch. Santiago Calatrava 35

36 Naples The Italian Experience NAPLES Arch. Zaha Hadid 36

37 Florence The Italian Experience FLORENCE Arch. Norman Foster 37

38 Florence The Italian Experience FLORENCE Arch. Norman Foster 38