QUEBEC ICE HOTEL SUCCESS : ENTREPRENEURSHIP AND RESILIENCE

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

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

1996 1999 conception, market and feasability studies 1999-2001 : desesperatly looking for partners and financing 2001 inauguration of the Ice Hotel at Montmorency Falls Park 2002-2010 relocation and expansion at Duschenay Natural Reserve (45 minutes from Quebec) 2011-2015 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

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

AREA Building 32 000 ft 2 Land Building 80 000 ft 2 Snow production 50 000 ft 2 Logistic site 30 000 ft 2 Storage of heavy equipment 10 000 ft 2 Technical building Tools Laundry room Electricity Winter operational equipment Staff dining room Locker room 10 000 ft 2 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 5

500 tons of ice and 30 000 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

WELCOME PAVILION (10 000 FT 2 ) SERVICES PAVILION (10 000 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

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

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

57% For regional and provincial medias = 114 000$ 25% International marketing including brochure et web site = 50 000$ 18 % Public relations and special regional events (Grande Soirée, Photos, etc.) = 36 000$ Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 27

Over a million visitors in 14 years. More than 2 300 international journalists. More than 48 000 overnight guests. Over 100 000 people attending special events. About 300 weddings. Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 29

5 000 overnight guests. 90 000 visitors. 5 000 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

18% VISITORS Québec Canada U.S.A Others Country 49% 18% 15% Total : 87 256 visitors Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 31

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

Local 26,36% 25 802 admissions Sales total 97 882 admissions 86 392 participants Excursionists 12,74% 12 470 admissions Non-locaux centrés 38,44% 37 626 Indice de centrage Moyenne 52,20% Tourists 60,90% 59 610 admissionss Québec 26,76% 29 130 Canada 9,32% 9 123 Average # of roomnights Moyenne: 3,4 Total: 180 251 États-Unis 10,91% 10 679 Autres pays 10,91% 10 679 Quebec Ice Hotel success : Entrepreneurship and resilience Congrès du Winter Cities Shake up 33

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

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

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