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ABCD

Gujarat Ecology Commission

Pre-feasibility Assessment of
Marine Research,
Conservation & Information
Centre
Final Pre-Feasibility Report

June 2009
This report contains 173 pages
GEC_Final Pre Feasibility_140609.doc

2009 KPMG Advisory Services Private Limited, an Indian private limited company and a
member firm of the KPMG network of independent member firms affiliated with KPMG
International, a Swiss cooperative. All rights reserved.

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Disclaimer

The report contains KPMGs analysis of secondary sources of published information and
incorporates the inputs gathered through meetings with industry sources. Information
obtained from the public domain has not been verified for authenticity.

Our analysis is based on the prevailing market conditions and regulatory environment and
any change may impact the outcome of our review.

In performing this engagement and preparing this Report, KPMG:


has used and relied solely on data and material gathered through research reports as well
as discussions with personnel within KPMG and our networks within the industry
has not independently investigated or verified such Information.
assumes no responsibility for the accuracy and completeness of the Information and will
not be held liable for it under any circumstances.

GEC_Final Pre Feasibility_140609


2009 KPMG Advisory Services Pvt. Ltd.. All rights reserved.

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Contents
1

Executive Summary

iv

Objectives of this assignment

Scope of Work

Approach and Methodology

4.1
4.2
4.2.1
4.2.2
4.2.3
4.2.4
4.2.5
4.3

Overall A&M
Phase-wise details
Phase 0
Phase 1
Phase 2
Phase 3
Phase 4
Key Timelines and Deliverables

3
3
3
4
5
7
7
9

Findings

10

5.1
5.2
5.2.1
5.2.2
5.2.3
5.3
5.3.1
5.3.2
5.4
5.4.1
5.4.2
5.4.3
5.4.4
5.5
5.5.1
5.5.2
5.6
5.6.1
5.6.2
5.7
5.7.1
5.7.2
5.7.3
5.8

Understanding Marine Facilities


Key Concepts for a Marine Facility
Features of a Marine Facility
Defining the Concept for a Marine Facility
Identified Concepts for a Marine Facility
Selection of suitable Concept for the proposed MRCI Centre
Framework for selection of Concept
Selection of a suitable Concept
Location Assessment
Identifying the potential locations
Framework for assessment of locations
Evaluation of locations
Selection of suitable location for the proposed MRCI Centre
Environmental/Ecological Assessment
Objective
Key Considerations
Technological Assessment
Objective
Key Technical Considerations
Regulatory Assessment
Objective
Relevant Acts and corresponding Rules and Regulations
Summary of regulatory approvals, challenges and mitigation
International Accreditations

10
11
11
11
12
29
29
29
31
31
31
32
40
41
41
42
45
45
45
50
50
51
58
61

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

5.8.1
5.8.2
5.8.3
5.9
5.9.1
5.9.2
5.9.3
5.9.4
5.9.5
5.9.6
5.10
5.10.1
5.10.2
5.11
5.11.1
5.11.2
5.12
5.12.1
5.12.2
5.12.3
5.13
5.13.1
5.13.2
5.13.3
5.14
5.14.1
5.14.2

World Association of Zoos and Aquariums (WAZA)


Benefits to the MRCI Centre
Challenges for the MRCI Centre
Primary Survey
Objective
Implementation of the survey
Methodology
Findings of survey with end customers
Response from Schools
Response from the Tour Operators
Finalized Concept for the MRCI Centre
Features
Positioning
Socio-Economic Benefits
Ecological Benefits
Social and economic benefits
Financial Feasibility
Key Assumptions for the Financial Model
Key Financial Results
Key Scenarios
Public Private Partnership for the MRCI Centre
Types of PPP arrangements
Project Risks and Mitigation
PPP arrangement for the MRCI Centre
Implementation Plan
Details of Key Steps
Time schedule

61
62
62
62
62
63
64
65
76
83
84
84
86
86
86
86
87
87
100
103
103
104
106
111
112
112
113

Appendices

115

6.1
6.1.1
6.1.2

Questionnaires for primary survey


Questionnaire for primary survey in Dwarka
Questionnaire for primary survey in Ahmedabad/ Vadodara/
Saputara
Questionaire for Primary Schools
Questionnaire for primary survey with Tour Operators
Concept Cards
Concept Overview Card
Features Card
Meetings Held
Meetings facilitated by GEC
Others

115
115

6.1.3
6.1.4
6.2
6.2.1
6.2.2
6.3
6.3.1
6.3.2

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129
144
156
160
161
163
165
165
165

iii

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Executive Summary
Gujarat Ecology Commission (GEC) intends to establish an MRCI Centre. In relation to this;
KPMG is assisting Gujarat Ecology Commission (GEC) in assessing the preliminary feasibility
for setting up an MRCI Centre, with private sector participation.
As part of this project, a high level assessment of potential interest for the MRCI Centre has
been carried out along with detailed financial, ecological, technical and regulatory feasibility
assessment. In addition, suitable location for the project has also been identified.

Concept Selection
Various marine facilities across the world have been studied to gain an in-depth understanding
of the various features defining the concept of a marine facility. Four Key Concepts have been
identified across the world. Each of the Key Concepts has been assessed for suitability to GEC
based on sync with GEC objectives and various enabling factors. Evaluation across the
identified parameters revealed the difference across suitability levels for each Key Concept. The
most suitable concept for GEC has been identified as Small sized Marine Facility.
Location Identification
Five locations namely Dwarka, Shivrajpur, Okha, Positra and Narara have been identified
across the Gulf of Kutch as potential locations for setting up the MRCI Centre. Each of the
locations was assessed for suitability for setting up the MRCI Centre based on four parameters importance as a tourist location, connectivity infrastructure, accommodation infrastructure and
future prospects. Evaluation of the locations across the identified parameters has shown that
Dwarka is the most suitable location.

Ecological, Technical and Regulatory Feasibility Assessment


The key ecological considerations for setting up the MRCI Centre have been identified based on
primary interactions during the field visit, discussions with international consultants and
through secondary research. These include bio-diversity for the MRCI Centre, water quality
required to be maintained at the MRCI Centre, selection of flora and fauna for each tank,
sources for obtaining the flora and fauna, transportation of flora and fauna to the MRCI Centre
site and replicating the natural habitat. These have been analyzed in the context of the identified
location for GEC.
Key technical considerations have been identified for setting up an MRCI Centre based on the
interactions with technical experts and aquarium equipment contractors - national as well as
international and secondary research. These considerations include acrylic panels, life support
systems, interior and exterior decoration and support infrastructure. Each of these has been
studied to understand the key requirements for setting up a successful and efficient MRCI
centre.
Key regulatory considerations for setting up the MRCI Centre have been studied based on
which a list of clearances required was identified. Also, key regulatory risks have been
identified including difficulty in meeting laid out norms and standards, ambiguity in

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

applicability of regulations and difficulty in getting the approvals. These however can be
mitigated by partnering with international contractors with established credentials and involving
relevant authorities initially itself to obtain their buy-in.

Demand Assessment, Pricing and Final Concept for the MRCI centre
A primary market survey was commissioned to Market Search India Pvt. Ltd to understand the
high level potential interest for the MRCI centre in the city of Dwarka. A series of face-to-face
interviews with the 240 target respondents has been conducted guided by detailed
questionnaires. Key analysis drawn from the survey results were the high level demand
assessment, price points and favorable features for the MRCI centre. In addition to interviewing
respondents, school authorities, tour operators and bus operators were interviewed to understand
the interest levels and travel behavior of students and tourists respectively.
Based on the past behavior and intention to visit the MRCI centre, an estimate for footfall for
the first year of operation has been arrived at as 3,87,284 and the favorable total package price
for adults as INR 225.
In addition, a final concept has been drawn for the MRCI centre. The MRCI centre would have
a walkthrough tunnel with 180 degree view, a dolphin show, a restaurant, game zone and a
souvenir/ gift shop in the facility. It would also have educational activities targeted at students
of grade 5 and above. In addition to this, the MRCI centre would involve conservation and
research activities.

Key social, economic and ecological benefits


The MRCI Centre would be contributing towards the social and economic development through
education, employment and infotainment and also towards and ecological development of the
area and its people through improvement in marine life awareness, conservation and research
activities.
Financial Feasibility Assessment
A high level Financial Model has been developed for the MRCI Centre with revenue, operating
expenses and profit projections over the next thirty years. The key inputs to the financial model
have been based on interactions with national and international technical experts and aquarium
equipment contractors as well as primary survey and secondary research.
The revenue increases from INR 6.54 Crore in FY13 to INR 124.35 Crore in FY 42. CAGR for
the first five years is 16%. This is primarily driven by increase in footfalls over the initial five
years of operation. Revenue grows in a step wise manner because of the step wise growth in
ticket price.
Opex increases from INR 5 Crore to INR 83.4 Crore in FY42. CAGR for the first three years is
13%. This is primarily driven by high increase in salary expenses as well as expenses on
marketing activities.

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

The total project cost at the end of the construction period will be INR 50.61 Crore. Out of this
the private party contribution will be INR 20.61 Crore. It has been assumed that the GoG
funding is 30 Crores.
The private player will fund INR 20.9 Crore of the first year project contribution. INR 19.96
crore of this is towards Capex, interest during construction on loan and funding the operating
losses. INR 15.6 is through long term debt and INR 5.3 is through equity.
The profit after taxes turns positive from FY16. For a footfall of 3,87,284, with a blended price
of INR 168.75 and operating expenses of INR 5 crore, the equity IRR is 18.1%.

Public Private Partnership


For a project of such type and scale a public private partnership (PPP) arrangement would be
favorable for GEC. Current and upcoming marine facility PPP arrangement show that a DesignBuild-Finance-Operate-Transfer (DBFOT) PPP arrangement is favorable for this project. The
financing arrangements and operating parameters need to be developed in order to adequately
address the various project risks.

Implementation Plan
Key steps have been identified for the MRCI centre that defines the way forward. These
important steps include
1. Obtaining Agreement on the Pre-feasibility report from key stakeholders,
2. Commissioning development of Detailed Feasibility Report
3. Finalizing and obtaining Agreement on the Detailed Feasibility Report from key
stakeholders
4. Obtaining regulatory approvals and procuring the required land
5. Finalizing a Private Partner
6. Signing the Concession Agreement
7. Starting Program Management of the development and construction period

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Objectives of this assignment


Gujarat Ecology Commission (GEC) intends to establish a Marine Research, Conservation and
Information Centre (MRCI Centre) and is also evaluating participation of private sector in the
same. In relation to this, KPMG is assisting Gujarat Ecology Commission (GEC) in assessing
the preliminary feasibility for setting up an MRCI Centre, with private sector participation. (the
assignment).
The key objectives of this assignment are:

To assess the high level potential interest for an MRCI Centre

To assess the feasibility - ecological, regulatory, infrastructural and financial

To identify the proposed project location between Dwarka to Jamnagar City

GEC_Final Pre Feasibility_140609


2009 KPMG Advisory Services Pvt. Ltd.. All rights reserved.

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Scope of Work
KPMGs scope of work, as defined in the Terms of Reference, covers the following tasks:

Task A: Identification of Key Concepts for MRCI Centre

Task B: Selection of a suitable Concept for the proposed MRCI Centre

Task C: Identification of the proposed project location along the Gulf of Kutch

Task D: Primary survey with end users to evaluate consumer interests and pricing estimates
for the selected Concept

Task E: Assessment of the environmental, technological and regulatory feasibility for the
selected Concept

Task F: Development of the high-level project concept

Task G: Evaluation of the financial attractiveness for the project

Task H: Development of a proposal for private sector investment in the project

Task I: Development of an implementation plan

GEC_Final Pre Feasibility_140609


2009 KPMG Advisory Services Pvt. Ltd.. All rights reserved.

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Approach and Methodology

4.1

Overall A&M

PHASE

We followed a structured approach to conduct this pre-feasibility study. Details are provided in
the schematic below:

Phase 0

Identification
of key
concepts

Project
planning
B

TASKS

Phase 2

Phase 1

Primary
survey with
end users

Phase 4

Evaluation of
financial
attractiveness

Development
of proposal for
PPP
I

Selection of
suitable
concept

Information
requirements

Phase 3

Assessment of
envir ., tech. &
reg feasibility

Development of
implementation
plan

Identification
of project
location

Development of
high- level
project concept

Figure 1 Overall A&M

4.2

Phase-wise details
The various phases have been detailed below in terms of key tasks and their corresponding
activities, outcomes and timelines.

4.2.1

Phase 0
The objective of this phase is to initiate the assignment and gather all the data requirements. The
key tasks performed under this phase are as below:

Develop Project Plan outlining the key activities, timelines and deliverables

Prepare Information Requirement List outlining key data points to be collected through
primary research

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

4.2.2

Phase 1

4.2.2.1

Task A: Identification of Key Concepts for a Marine Facility


The objective of this task is to study the various marine facilities across the world to gain an indepth understanding of the various concepts defining a marine facility.
Key Activities

Key Outcomes

Timelines

Conduct secondary research on international Marine Key Concepts for a Week 1


Facilities to understand the concept, best practices, Marine Facility
Week 2
key success factors etc

to

Conduct secondary research on planned Indian


Marine Facilities to understand the concept,
positioning etc
Identify high-level concepts for a Marine Facility

4.2.2.2

Task B: Selection of a suitable Concept for the proposed MRCI Centre


The objective of this task is to select the most suitable concept for the MRCI Centre out of the
list of identified Marine Facility concepts based on certain parameters like vision of GEC for the
MRCI Centre, investment outlook etc
Key Activities

Key Outcomes

Timelines

Develop a framework for selection of a suitable Key Framework to test Week 2


Concept for the MRCI Centre
suitability of Concept
Implement the framework to assess the various Key
Concepts

Suitable concept for


the proposed MRCI
Centre

Conduct discussions with the client to select a


suitable Concept for the MRCI Centre

4.2.2.3

Task C: Identification of the proposed project location along the Gulf of Kutch
The objective of this task is to identify the most suitable location out of the various possible
locations along the Gulf of Kutch for setting up the MRCI Centre.
Key Activities

Key Outcomes

Timelines

Identify the various locations for setting up the MRCI Framework to test Week 3
Centre along the Gulf based on interaction with GEC suitability of location

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Key Activities

Key Outcomes

Timelines

Develop a framework for assessing the suitability of


each location across parameters like importance of
location as a tourist destination, flora/fauna
availability etc
Implement the framework to assess the various Suitable location for
the proposed MRCI
locations
Centre
Conduct discussions with the client to select a
suitable location for the MRCI Centre

4.2.2.4

Key Deliverables

Inception Report

4.2.3

Phase 2

4.2.3.1

Task D: Primary survey with end users


The objective of this task is to commission a primary survey with end consumers to understand
and evaluate consumer interests towards the Concept and pricing estimates for the selected
Concept
Key Activities

Key Outcomes

Timelines

Conduct research to understand the demographic Questionnaire for the Week 4


profile, behavioral profile, existing competition etc primary survey
Week 5
around the project location

to

Identify the target customer profile for the MRCI


Centre
Develop Questionnaire for the primary survey
Commission the survey though a marketing agency

4.2.3.2

Primary survey

Task E: Assessment of the environmental, technological and regulatory feasibility


The objective of this task is to understand the various environmental/ecological and
technological considerations for the development of the MRCI Centre around the project
location. Also identify key legal and regulatory requirements as well as infrastructural
requirements for the MRCI Centre.

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Key Activities

Key Outcomes

Timelines

Week 4
Conduct primary and secondary research to Ecological
understand the ecological considerations for setting considerations for the Week 5
up the MRCI Centre around the project location
MRCI Centre

to

Conduct primary and secondary research to Technological


understand the technological considerations for considerations for the
setting up the MRCI Centre around the project MRCI Centre
location
Conduct primary and secondary research to Regulatory and legal
understand the regulatory considerations for setting clearances required for
up the MRCI Centre around the project location
the MRCI Centre

Develop a list of clearances required

Conduct primary and secondary research to


understand the infrastructural considerations for
setting up the MRCI Centre around the project
location

4.2.3.3

Identify the existing infrastructural connectivity

Outline the infrastructural improvements required


for the MRCI Centre

Existing infrastructure
at
the
proposed
location
and
improvements
required

Task F: Development of the high-level project concept


The objective of this task is to develop the high-level concept for the MRCI Centre by
improvising the initial concept based on the results of the primary survey as well as ecological,
technological and regulatory feasibility assessment.
Key Activities

Key Outcomes

Analyse the results of the primary survey to define Revised Key concept
the concept

Timelines
Week 6

Develop Mid-Term Draft Report outlining the key Mid-Term Draft


Report and Workshop
concept
to discuss the report
Assess the key risks associated with the MRCI
Centre

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

4.2.3.4

Key Deliverables

Mid Term Draft Report outlining the key concept

4.2.4

Phase 3

4.2.4.1

Task G: Evaluation of the financial attractiveness for the project


The objective of this task is to evaluate the financial attractiveness of the project and viability
gap (if any) for the project
Key Activities

Key Outcomes

Timelines

Develop high level financials for 7 years outlining:

Revised Key concept

Week 7

Demand projections

High-level financials
for 7 year period

Revenue projections based on demand and


pricing

Operating Expenses

Capital Expenses

Income and Cash Flow

Assess the financial viability of the MRCI Centre

Viability gap funding,


if any

Identify the viability gap funding, if any

4.2.5

Phase 4

4.2.5.1

Task H: Development of a proposal for private sector investment in the project


The objective of this task is to propose a PPP arrangement for the implementation of the MRCI
Centre project
Key Activities

Key Outcomes

Identify the requirement of PPP

PPP
details

Timelines

arrangement Week 8

Identify the key risk sharing principles

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Key Activities

Key Outcomes

Timelines

Identify the arrangement details with respect to


financing, contracting, key risks etc

4.2.5.2

Task I: Development of an implementation plan


The objective of this task is to develop a high-level implementation plan outlining key
milestones and timelines for implementation of the proposed project
Key Activities

Key Outcomes

Develop an implementation plan with key milestones Implementation Plan


and timelines

Timelines
Week 8

Develop Draft Report outlining the financial Draft Report and


Workshop to discuss
projections, PPP details and implementation plan
the report

4.2.5.3

Key Deliverables

Draft Report

The feedback received during the workshop would be incorporated in the Draft Report and the
Final Report would be submitted in Week 9.

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

4.3

Key Timelines and Deliverables


TIMELINES
Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Phase 0
Project Initiation
Information Requirments
Phase 1
Task A: Identification of Key Concepts for an
MRCI Centre
Task B: Selection of a suitable Concept for the
proposed GEC MRCI Centre
Task C: Identification of the proposed project
location along the Gulf of Kutch
Phase 2
Task D: Primary survey with end users to
evaluate consumer interests and pricing
estimates for the selected Concept
Task E: Assessment of the environmental,
technological and regulatory feasibility for the
selected Concept
Task F: Development of the high-level project
concept
Phase 3
Task G: Evaluation of the financial attractiveness
for the project
Phase 4
Task H: Development of a proposal for private
sector investment in the project
Task I: Development of an implementation plan

Deliverables
Week 3 - Inception Report
Week 6 - Mid-Term Draft Report
Week 8 - Draft Report

Figure 2 Key Timelines and Deliverables

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Findings

5.1

Understanding Marine Facilities


Aquariums across the world have been classified into following generations:
Type of
Aquarium

Details

Year of
set up

1st generation
2nd generation
3rd generation
4th generation
5th generation

Fish tank with one side glass


Systematically arranged wall tanks
Large window giving real sea life experience
Walk through tunnel having 180 view
Walk through tunnel having 360 view

1853
1929
1960
1985
1993

3G

5G

4G

Figure 3 3rd, 4th and 5th generation marine facilities


rd

th

3 to 5 generation aquariums are large marine facilities which present an ocean habitat with
marine animals, especially large ocean dwellers. They are established mainly for the following
purposes:
Education

Conservation

Research

Functions
performed by
marine facilities

Infotainment

Figure 4 Functions performed by marine facilities

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

5.2
5.2.1

Key Concepts for a Marine Facility


Features of a Marine Facility
A Marine facility has several features which allow it to perform its various functions. These are
as listed below.
EDUCATION, RESEARCH, CONSERVATION (A)
Educational programs for kids
Research contributing to better understanding of the marine life
Conservation of marine life

INFOTAINMENT FEATURES (B=X+Y+Z)


Core (X)

Add-ons (Y)

3rd Generation Aquarium: Large


window giving real sea life
experience

4th

generation: Walk through tunnel


having 180 view

5th generation: Walk through tunnel


having 360 view

5.2.2

Filler (Z)

Dolphin shows

4D theatre

Penguin/ Polar animals displays

Restaurant

Seals, Sea lion shows/ displays

Gift shops

Touch Pool

Ball room/ Marriage hall

Coral Reef, kelp

Game zone

Defining the Concept for a Marine Facility


A combination of features from each category of education, research and conservation (A) as
well as infotainment (B=X+Y+Z) would define the Concept for a Marine Facility (A+B).

ve
ati
r
t
s
Illu Educational programs for kids

EDUCATION, RESEARCH, CONSERVATION (A)

Research contributing to better understanding of the marine life


Conservation of marine life

INFOTAINMENT FEATURES (B=X+Y+Z)


Core (X)

Add-ons (Y)

Filler (Z)

3rd Generation Aquarium: Large


window giving real sea life
experience

Dolphin shows

4D theatre

Penguin/ Polar animals displays

Restaurant

4th generation: Walk through tunnel


having 180 view

Seals, Sea lion shows/ displays

Gift shops

Touch Pool

Ball room/ Marriage hall

Coral Reef, kelp

Game zone

5th generation: Walk through tunnel


having 360 view

Figure 5 Illustrative concept of a marine facility

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

e
tiv
a
r
st
Illu Educational programs for kids

EDUCATION, RESEARCH, CONSERVATION (A)

Research contributing to better understanding of the marine life


Conservation of marine life

INFOTAINMENT FEATURES (B=X+Y+Z)


Core (X)

Add-ons (Y)

Filler (Z)

3rd Generation Aquarium: Large


window giving real sea life
experience

Dolphin shows

4D theatre

Penguin/ Polar animals displays

Restaurant

4th generation: Walk through tunnel


having 180 view

Seals, Sea lion shows/ displays

Gift shops

Touch Pool

Ball room/ Marriage hall

Coral Reef, kelp

Game zone

5th generation: Walk through tunnel


having 360 view

Figure 6 Illustrative concept of a marine facility

5.2.3

Identified Concepts for a Marine Facility

5.2.3.1

Concept A: Very Large Marine Facility


POSITIONING: Infotainment, Education, Research and Conservation form an integral part of
this marine facility
FEATURES:
Infotainment
Table 1 Infotainment features of a very large marine facility

Core (X)

Add-ons (Y)

Walk through tunnel - 4th or


5th generation

In addition, large 3rd

Usually feature a variety of

generation aquariums are


used for display of certain
species (sharks, beluga
whales etc)

additional species apart from


the main aquarium
Have almost all of the below
features
Dolphin shows
Penguin/ Polar animals
displays
Seals, Sea lion shows/
displays
Touch Pool
Coral Reef, kelp etc

Filler (Z)
Several filler activities are
added to serve as additional
sources of revenue
4D theatre
Restaurant
Gift shops
Ball room/ Marriage hall
Game zone

Education, Conservation, Research

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12

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

These are an important part of these projects and they constitute the following activities.

Programs for educating children - special movie screening for children, lecture series,
Interactive sessions etc

Research - contributing to the understanding of the underwater world etc

Conservation - breeding and preserving endangered species

SIZE AND FINANCIALS1:


Table 2 Size and financials of a very large marine facility

Project Cost (INR Cr)


> 500

No of Species
~ 500

Footfall (MM/yr)
>2

Entry Fee (INR)

Standard: ~ 750
Additional charges
for using non-core
features

STRENGTHS AND WEAKNESSES:


Table 3 Strengths and weaknesses of a very large marine facility

Strengths

Attractive as well as educative

Weaknesses

Takes a longer time (typically around 10 years)


to achieve break even

Create good identity mark for the city


Limited expertise in setting up such a huge
Scaling up by adding newer features and
displays is easier, which helps to stay ahead of
competition

facility leading to increased risk of time and cost


over runs

Footfalls need to be maintained consistently for


Plays a vital role in marine animal research
and conservation, thus attract associations and
funds from different research institutions

meeting the high ongoing expenses (Operation


and maintenance)

Higher technical expertise required to run the


facility of this size and scale

EXAMPLE: Georgia Aquarium, Atlanta, Georgia, USA (Started in 2005)

KPMG Analysis

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13

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Concept A Case Study 1: Georgia Aquarium, Atlanta2

Positioning

Year of start

World-class facility that provides infotainment, education, research and conservation of marine life

2005

Features Core (X)

4th
Generation
Aquarium

Large 3rd
Generation
Aquarium for
beluga
whales (left)
and sharks
(Right)

ve
ati
r
t
s
Illu

Features Add-ons (Y)

Touch pools

Penguins on display

str
Illu

The ball room with more than


1000 seating capacity
Features two spectacular
aquarium viewing windows
into aquatic habitats
Catering service

Features Fillers (Z)

ve
ati

A multi cuisine restaurant


Caf Aquaria opens daily
one hour after the
Aquarium opens and
closes one hour prior to
closing

Two gift shops are


present
Aquarium apparel,
collectibles, toys, etc
specially designed for
undersea enthusiasts
are sold

4D Theater employs
interactive seats and
unique special
effects
Holds up to 250
guests per show

www.georgiaaquarium.org

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14

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Education, Conservation and Research


Conservation and Research

Education

Various education programs structured according to


the student grade

Programs available from preschool to grade 12


Aims to promote an entertaining learning experience
and to teach aquatic bio-diversity and conservation.

Conducts research to improve husbandry methods,


develop innovative and exciting new exhibits,
contribute to the understanding of the underwater
world and apply new discoveries to the conservation
of aquatic life

Currently working in collaboration with various


universities and scientific agencies

Size and Financials


Project Cost (INR Cr)

No of Species

Footfall (MM/yr)

Entry Fee (INR)

~ 1000

500

~ 2.5

~ 780

Misc.
Target Segments

5.2.3.2

Promotion

Future Plans

Families and children

Youth interested in
marine bio-diversity and
research

Advertising and marketing agreements signed with


six big companies for sponsorships

Group discounts, Annual pass facility to attract


bulk and repeat customers

Plans to introduce
dolphins by 2010 (a
USD 110 million
expansion)

Concept B: Large Marine Facility


POSITIONING: Focus on at least two of education, conservation, research and infotainment.
Others may be present.
FEATURES:
Infotainment
Table 4 Infotainment features of a large marine facility

Core (X)

Add-ons (Y)

A walk through tunnel - 4th


or 5th generation

And/or a large 3rd generation


aquarium for displaying of
certain species (sharks,
beluga whales etc)

Filler (Z)

Limited number of additional Several filler activities are


features amongst
Dolphin shows
Penguin/ Polar animals
displays
Seals, Sea lion shows/
displays
Touch Pool
Coral Reef, kelp etc

added to provide additional


sources of revenue like
4D theatre
Restaurant
Gift shops
Ball room/ Marriage hall
Game zone

Education, Conservation, Research:

Education, Conservation, Research are observed in only some of such facilities

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15

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Educational programs like field trips for children, interactive activities (dolphins, seals
etc) and sleep over programs

Research projects undertaken are focused on conservation of biodiversity

SIZE AND FINANCIALS3:


Table 5 Size and financials of a large marine facility

Project Cost (INR Cr)


300-500

No of Species
~ 300

Footfall (MM/yr)
1.5-2

Entry Fee (INR)


Standard: ~ 700
Additional charges
for using non-core
features

STRENGTHS AND WEAKNESSES:


Table 6 Strengths and weaknesses of a large marine facility

Strengths
Offers a complete infotainment package on a large
scale
Can serve as a good infotainment identity mark for the
city

Weaknesses
Limited scope of research than Very Large marine
facilities as they keep lower number of
species/specimens
Very Large marine facility can easily eat up revenues if
present in the same city/surrounding area

EXAMPLES: Epson Aqua Stadium, Tokyo, Japan (Started in 2005), Lisbon Oceanarium,
Portugal (Started in 1998)

KPMG Analysis

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Concept B Case Study 1: Epson Aqua Stadium, Tokyo, Japan4

Positioning

Year of start

All-round family infotainment facility

2005

Features Core (X)


About 20,000 organisms of 300 different species

4th
Generation
Aquarium

Tanks of tropical fish, sharks, ray submarines are special


attractions

Features Add-ons (Y)


Dolphin show
in the pool
with 1350
seats

Sea lion show


in the pool with
393 seats

Other add-ons available are


Penguins
Coral reefs
Life in icy seas

s
Illu

Features Fillers (Z)

e
t iv
t ra

Theme
restaurant

Roller coaster
rides

Virtual ride
theatre

Concert hall

Souvenir and
gift shop

Education, Conservation and Research


No education, research and conservation related activities present. This facility is for infotainment purposes
Size and Financials
Project Cost (INR Cr)

No of Species

Footfall (mn/yr)

Entry Fee (INR)

348

300

~ 900 (including dolphin


pool, sea lion pool)

Misc.
Promotion
Huge, glossy advertisement outside the Prince hotel, in
the middle of shopping plaza

Target Segments
Families, kids
Leisure tourists (is attached to the prince hotel)

http://www.princehotels.co.jp/shinagawa/aquastadium/e/index.html

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17

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Concept B Case Study 2: Planned in Kochi, India5


Positioning
Asia's largest and most technically advanced marine facility providing infotainment to visitors and research facilities for
marine life
Features
Core (X)

Add-ons (Y)

250 meters long, 2.4 meters wide


transparent curved acrylic tunnel

Dolphinarium and aquarium to


showcase dolphins

360 degree view of the water world

General aquarium to showcase


different variety of fish from all over
the world

Tunnel will have a slow moving


walkway, so also a fixed platform
inside the tunnel for the visitors to
step aside if they wish to view a
particular species of their interest
in detail

Filler (Z)
World standard convention centre
for holding international marine
conferences and seminars related
to marine life studies, with a
seating capacity for 1000 people
Space for events

Micro-world museum to display


small creatures

Amphitheatre for sound and light


shows

Marine museum to display marine


animals and plants

Books and library

Ponds for tortoises, sharks

Musical fountain

Special zones for coral reefs

Food court

Research
10 acres have been allotted to the Centre for Marine Living Resources and Ecology to shift its research activities
A marine biological research centre will also be set up so that researchers can study marine life and habits at a
closer level
Tie up with Indian Universities in order to undertake marine research projects in collaboration with similar centres
abroad and facilitate local research centre with opportunities to do live research projects in Marine biology and
biotechnology
Marine research is expected to get a big boost as breeding, feeding and observing of the marine life will help in a
strong research and development through this built-in study centre.

Size and Financials


Project Cost (INR Cr)

Area (Acre)

~ 350

~ 50

Shareholding

Model of Investment
Private parties
51%

Public Private
Partnership model

Government of Kerala,
Ministry of Earth Science
and GoI
49%

5
http://www.livemint.com/2009/02/17114713/India8217s-first-Oceanarium.html;
http://www.zimbio.com/Tourism/articles/26/Asia+largest+most+technically+advanced+Oceanarium

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Status and Way Forward


Current Status
The required land for the project (~50 acres) has already been acquired and surveying has also been completed
Feasibility assessment is under study by the Kerala State Industrial Infrastructure Development Corporation
Way Forward
Post the feasibility assessment study, global tenders would be called to appoint a consultancy for the project
Plan to start the construction work by this year end
Expected to complete the project by the end of 2010

5.2.3.3

Concept C: Medium Sized Marine Facility


POSITIONING: Focus on at least two of education, conservation, research and infotainment.
Others may be present.
FEATURES:
Infotainment
Table 7 Infotainment features of a medium sized marine facility

Core (X)

Add-ons (Y)

Either a walk through tunnel


- 4th or 5th generation

Usually feature one or two of Few filler activities are


the additional features as star
attractions
Dolphin shows
Penguin/ Polar animals
displays
Seals, Sea lion shows/
displays
Touch Pool
Coral Reef, kelp etc

And/or 3rd generation


aquariums

Filler (Z)

added to serve as additional


sources of revenue.

Commonly observed ones


are

Restaurant/ cafes
Gift shops
Game zone

Education, Conservation, Research:

Education initiatives such as sleep over programs, field trip, marine life related
workshops typically are to attract school groups

Conservation and breeding practices are also prevalent among few medium sized
Marine Facilities

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19

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

SIZE AND FINANCIALS6:


Table 8 Size and financials of a medium sized marine facility

Project Cost (INR Cr)


80-300

No of Species
250-300

Footfall (MM/yr)
1-1.5

Entry Fee (INR)


Standard: 550-750
Additional charges
for using non-core
features

STRENGTHS AND WEAKNESSES:


Table 9 Strengths and weaknesses of a medium sized marine facility

Strengths
Serves as a good infotainment destination for the city
Faster break even due to lower initial investment and
high footfalls due to presence of star attractions

Weaknesses
Limited scope for research activities as they keep only
attractive species
Larger marine facilities can easily eat up revenues if
present in the same city/surrounding area

EXAMPLES: Underwater world, Sentosa, Singapore (Started in 1991), Busan Aquarium,


Korea (Started in 2001), Shanghai ocean world, China (Started in 2002), Melbourne aquarium,
Australia
Concept C Case Study 1: Busan Aquarium, Korea7

6
7

KPMG Analysis
http://www.busanaquarium.com/eng/f_main.html

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20

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

str
Illu

Positioning

Year of start

To provide an educational and entertaining experience to visitors

2001

Features Core (X)

ve
ati

Underwater tunnel that extend over 80 meters in length.


Large 3rd Generation Aquarium
Main tank houses sharks and rays and thousands of fish in 3,000 ton water
A total of 35,000 kinds of fish, algae, reptiles, and amphibians belonging to
about 250 species are on display
Features Add-ons (Y)

40 separate exhibits which include penguins, otter, piranha, sea jellies


Notable attractions include electric eels and deep coral reefs, 2.5-meter- long shark and giant turtle
Star Attractions:
Grey nurse shark - the largest gray nurse shark captive colony in Korea
Jackass penguin - the largest jackass penguin colony in captivity in Korea
Chinese giant salamander - the first appearance to the public in Korea
Touch tank for a close up look at a variety of sea creatures
Boat trip in the largest aquarium including fish feeding

Illu

e
t iv
a
r
st

Features Fillers (Z)

Apart from these, it also has Resting place and Outdoor Park
Special attraction
Simulator
Shark dives
Education
The Ocean School provides service to schools who visit the Aquarium
A trained education officer with the school group throughout the visit
Student worksheets to capture their learning
Program for different grades
E.g. kinder program - helps children learn about aquatic animals through songs, games, play and dance
E.g. high school- helps learn classification, behaviors etc

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21

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Size and Financials


Project Cost (INR Cr)

No of Species

Footfall (MM/yr)

Entry Fee (INR)

~ 150

250

~1

~ 550

Misc.
Development Details
Designed by a combined Australian and Korean team led by Aquaria 21, company incorporated by Oceanic Group,
specialist in marine technology
Two years of construction
Developed on a BOT basis with Aquaria 21 as the sole investor
As per the agreement, Aquaria 21 will operate the aquarium for a period of 20 years with an option for another 10
years before donating it back
Target Segments

Promotion

Visitors from all over Korea and the


world

Group discounts to attract bulk customers


Yearly marketing (and supporting six monthly) action plans
New and innovative campaigns are developed around key events,
festivals and new exhibits

Concept C Case Study 2: Underwater world, Sentosa, Singapore 8


Positioning

Year of start

To provide an entertaining and educational experience to visitors

1991

Features Core (X)

4th Generation Aquarium


Over 2,500 marine animals of 250 species
83 metre long travelator that moves visitors along a submerged 6.0 mm
thick acrylic-windowed tunnel from which they can look at an array of
marine life including coral reef, string rays, moray eels, turtles, sharks, and
other fishes
Features Add-ons (Y)
Dolphin Lagoon - several "Meet-the-Dolphins" sessions are held daily to allow
visitors to enter the waist-deep pool and interact closely with the dolphins
Various Dive & Swim Programs with dugongs, seals etc
Unique activity at Fish Reflexology with gentle feet nibbling session done by a
school of spa fish
Dolphin lagoon

http://www.underwaterworld.com.sg/; Haw Par Annual reports

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22

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Features Fillers (Z)


Two souvenir shops with gifts ranging from sea animals backpacks, mugs, exclusively designed T-shirts, huggable
soft toys to educational marine life guide
2-3 small restaurants and many food & beverage kiosks
Education and Conservation
Education

Conservation

Educational programs for school visits like Living in the


Ocean Sleepover, Hands-on Educational Fun
Workshops, and the Ocean Ambassador, encouraging
fun learning and understanding of the undersea life

Committed to the conservation and breeding of marine


life through active involvement in several environmental
projects

Size and Financials


Project Cost (INR Cr)

No of Species

Footfall (MM/yr)

Entry Fee (INR)

100

250

1.5

~ 736

Misc.
Target Segments

Competition

5.2.3.4

Future Plans

Upcoming marine life park and integrated


resort called Resorts World

Families, kids
Tourists from outside Singapore

To launch new displays

Concept D: Small Marine Facility


POSITIONING: Focus on at least two of education, conservation, research and infotainment.
Others may be present.
FEATURES:
Infotainment
Table 10 Infotainment features of a small marine facility

Core (X)

Add-ons (Y)

A walk through tunnel of 5th


generation

Or a walk through tunnel of


4th generation

Or 3rd generation aquariums

Filler (Z)

Usually feature one or two of The filler activities are main


these features as star
attractions
Dolphin shows
Penguin/ Polar animals
displays
Seals, Sea lion shows/
displays
Touch Pool
Coral Reef, kelp etc

sources of revenue.

Commonly observed ones


are

Restaurant/ cafes
Gift shops
Game zone

Education, Conservation, Research:

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23

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Conservation activities are prevalent among few small sized facilities

Education activities taken up primarily to attract school children groups

SIZE AND FINANCIALS9:


Table 11 Size and financials of a small marine facility

Project Cost (INR Cr)


<80

No of Species
~100

Footfall (MM/yr)
~0.4

Entry Fee (INR)


Standard: 600
Additional charges
for using non-core
features

STRENGTHS AND WEAKNESSES:


Table 12 Strengths and weaknesses of a small marine facility

Strengths

These aquariums have a large portion of their


revenues from non-aquarium sources like
restaurants, gift shop etc

Weaknesses

These do not help to create the identity mark for


the city.

EXAMPLES: Nanjing Underwater world, China (Started in 2000), National Aquarium of New
Zealand (redevelopment in 2002), Underwater World Pattaya, Thailand (started in 2003)
Concept D Case Study 1: Nanjing Underwater World, China10

KPMG Analysis
http://www.synotrip.com/nanjing/tourist-Attractions/underwater-world-507.shtml;
http://www.chinadaily.com.cn/china/2007-01/26/content_793243.htm;
10

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24

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Positioning

Year of start

Infotainment facility

2000

Features Core (X)

4th Generation Aquarium


Underwater World features an array of aquariums which contain
about 100 different species
The highlight is a pedestrian walkway that tunnels through a large
aquarium that includes sharks, rays, fish and one very big turtle.

Features Add-ons (Y)


Features apart from the aquariums
include live performances by dolphins
and sea lions.

Artic foxes

Penguins

In 2007, they started a new exhibit called


"Polar World". This includes a polar
bear, arctic foxes, penguins and
reindeers

Polar bears

Features Fillers (Z)


Food court
Games floor
Gift shops
Size and Financials
Project Cost (INR Cr)

No of Species

Footfall (mn/yr)

Entry Fee (INR)

41.2

100

NA

~800

Misc.
Target Segments
Families
Kids

Concept D Case Study 2: National Aquarium of New Zealand11

11

http://www.nationalaquarium.co.nz/

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25

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Positioning

Year of start

Infotainment, education and conservation

Redevelopment in 2002

Features Core (X)

4th Generation Aquarium


National aquarium of New Zealand features a 50 m long, 180
degree under water tunnel through which over 1500 fish can be
seen.
Apart from this, the facility has plenty of smaller tanks with sea
creatures, reptiles, exotic fish and native birds

Features Add-ons (Y)

Swimming with the sharks and sting rays


Touch pool and rock pool

Features Fillers (Z)

Fishbowl Cafe

Gifts available in
the Aquarium Gift
shop

Getting married in the


tank

Education and Conservation


Educational programs are created and presented by a fully
trained teaching team. Various educational facilities are made
available like AV room, laboratory, library, behind the scenes
technology area etc

Various on-going conservation projects and public events are organized to preserve marine life

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26

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Size and Financials


Project Cost (INR Cr)

No of Species

Footfall (MM/yr)

Entry Fee (INR)

40

>50

0.150

Adult 445, Child 230

Misc.
Target Segments
Families
School Children

Concept D Case Study 3: Underwater World Pattaya, Thailand12


Positioning

Year of start

Focus on infotainment and education. Few conservation efforts

2003

Features Core (X)

4th Generation Aquarium

Over 2,500 marine animals of 250 species


100 meter long underwater tunnel which showcases shoals of fish,
predators and other marine creatures

Features Add-ons (Y)

Various Dive & Swim Programs with sharks and sting rays
Touch pools
Reef Tanks

12

http://www.underwaterworldpattaya.com/; Haw Par Annual Reports

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27

ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Features Fillers (Z)


Restaurant
Gift shop
Education and Conservation

School visits are supported, and new educational programs are constantly being developed
Underwater world Pattaya is involved in marine conservation activities

Size and Financials


Project Cost (INR Cr)

No of Species

Footfall (MM/yr)

Entry Fee (INR)

42.6

200

~0.475

Adult 639, Child 355

Misc.
Target Segments

Concerns

Aggressive marketing
Introduction of innovative activities

Summary of Key Concepts


The identified concepts have been summarized below:

Focus on at least two of


education, conservation,
research and infotainment.
Others may be present.
Details of the
facilities

5.2.3.5

Future Plans

Decreasing footfall due to political


uncertainties in Thailand

Families, school children


Tourists from outside Thailand

4th or 5th or 3rd generation


aquarium
One or two add on features
as star attraction
Few filler activities are
added to serve as additional
sources of revenue.
Commonly observed ones
are Restaurant/ cafes, Gift
shops and Game zone

Focus on at least two of


education, conservation,
research and infotainment.
Others may be present.

Focus on at least two of


education, conservation,
research and infotainment.
Others may be present.
4th or 5th or large 3rd
generation aquarium

4th or 5th generation


aquarium and/or large 3rd
generation aquarium.

One or two add on features


as star attraction

Limited number of add-on


features.

Few filler activities are


added to serve as additional
sources of revenue.
Commonly observed ones
are Restaurant/ cafes, Gift
shops and Game zone

Restaurants, gift shops,


game zone, rides added to
increase alternate sources
of revenue.

Education, research,
conservation and
infotainment form an
integral part of the facility
4th or 5th generation
aquarium along with 3rd
generation aquariums for
certain species
Variety of add-on features
like dolphin shows, seal/
sea lion shows, penguins,
polar animals etc
Several filler features like
restaurants, gift shops, ball
room, etc usually available
Around 500 species

Around 300 species

250-300 species

Around 100 species

Concept D (Small)
Project Cost
(INR Crore)
Example

Concept C (Medium)

<80

80-300

Nanjing underwater world,


China (Started in 2000)

Sentosa, Singapore
(started in 1991)

Concept B (Large)

Concept A (Very large)

300-500

>500

Epson Aqua stadium, Tokyo


(started in 2005)

Georgia Aquarium, USA


(Started in 2005)

Figure 7 Key concepts summary

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

5.3

Selection of suitable Concept for the proposed MRCI Centre

5.3.1

Framework for selection of Concept

High

Each of the Key Concepts for a Marine Facility can be assessed for suitability to GEC based on
sync with objectives and enabling factors. The framework for assessing the suitability is as
shown below.

HIGH SUITABILITY

LOW SUITABILITY

MEDIUM SUITABILITY

Low

Business Motive for the MRCI


centre
(faster breakeven)

MEDIUM SUITABILITY
Medium

Sync with objectives

Vision for the MRCI centre


(primary focus to be education,
research, conservation and
infotainment)

Low

Medium

High

Enabling Factors (Location Independent)


Appetite for Investment
Private sector interest
Past experience in handling
projects of equivalent scale
Figure 8 Framework for selection of concept

5.3.2

Selection of a suitable Concept


Four Key Concepts were discussed with GEC. Each of the Concepts has been rated on the
parameters identified in the framework. Evaluation across the identified parameters reveals the
difference across suitability levels for each Key Concept. An overall rating shows the suitability
levels of the Concepts to GEC.
Based on the discussions with GEC and other stakeholders, this would be a private sector
investment subject to flexibility of PPP model. The viability gap funding would be done by the
Government of Gujarat.

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

VERY LARGE
(A)

Concept
Parameters

LARGE
(B)

MEDIUM
(C)

SMALL
(D)

Vision, Mission for the MRCI Center


(primary focus to be education,
research, conservation and
infotainment)
Business Motive for the MRCI Center
(faster breakeven)

Overall Sync with objectives


Appetite for Investment

Private sector interest


Past experience in handling projects of
equivalent scale

Overall Capability
OVERALL
Very High

High

Medium

Low

Very Low

Figure 9 Evaluation of suitability of concept

Based on the above rating the most suitable concept has been selected. While C and D were
both in the most favourable quadrant, concept D was finally chosen due to relative ease of
private participation for this Concept. Concept D can also be considered with the flexibility to
upgrade to Concept C in the medium term based on the success of the MRCI Centre.

Selected Concept

Low

Business Motive for the MRCI


Center
(faster breakeven)

C
Medium

Sync with objectives

Vision for the MRCI Center


(primary focus to be education,
research, conservation and
infotainment)

Low

Medium

High

Enabling Factors (Location Independent)


Appetite for Investment
Private sector interest
Past experience in handling
projects of equivalent scale
Figure 10 Selection of suitable concept

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June 2009

5.4

Location Assessment

5.4.1

Identifying the potential locations


Various locations have been identified across the Gulf of Kutch as potential locations for setting
up the MRCI Centre. The identified locations are as below:

Dwarka

Shivrajpur

Okha

Positra

Narara

Figure 11 Potential locations for the MRCI Centre

5.4.2

Framework for assessment of locations


Each of the locations can be assessed for suitability for setting up the MRCI Centre based on
several parameters. Each location would be rated as low/medium/high based on its performance
on the parameters. The aggregated rating would help to arrive at the overall suitability of the
location.

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June 2009

The various parameters have been highlighted below


Location
Importance as a
tourist location
Low

Infra- Connectivity

Medium

Infra- Class and


abundance of hotels

High

Future Prospects
Figure 12 Framework for assessment of locations

5.4.3

Evaluation of locations
Evaluation of the locations across the identified parameters has been done based on the field
visit, primary interaction during the field visit as well as secondary research.

5.4.3.1

Location 1: Dwarka
a) Importance as a tourist location

Dwarka is a prominent tourist destination and has the third highest number of tourists in
Gujarat.

About 8.3 lakh tourists visited Dwarka in FY0713

The temple darshan timings are 7 am 12:30 pm and 5 pm 9: 30 pm. Hence, the tourists
have lot of free time during the day. Therefore it is a good location to start a tourist
attraction to tap into the large number of tourists.

Gomti Ghat

Dwarkadhish Temple

Sunset point

Figure 13 Tourist spots in Dwarka

13

Source: FY 07 Report on Tourist Flow in Gujarat by Gujarat industrial and technical consultancy organisation

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b) Infrastructure connectivity
Road:

Dwarka is well connected through state transport buses, private buses and taxis with major
cities and towns in Gujarat including Ahmedabad (450 Km), Jamnagar (148 Km), Porbandar
(120 Km), Rajkot (234 Km).

It is also well connected with other major locations like Mumbai (929 Km)

Dwarka To Jamnagar

Within Dwarka

Figure 14 Road connectivity for Dwarka

Rail:

Dwarka is a railhead on the Western Railway and the rail connectivity is good.

Directly connected with major cities of Gujarat like Ahmedabad, Jamnagar, Porbander and
Rajkot as well as other major cities like Mumbai.

Air:

Nearest airport is Jamnagar (148 Km/ about 2 hrs by road) from Dwarka

Jamnagar has air connectivity only to Mumbai through Indian Airlines

c) Infrastructure accommodation
As-Is:

Accommodation classes available to suite all budgets

Hotels ranging from budget to luxury class

Several dharamshalas and guest houses provide low cost accommodation facilities

Typical tariff ranges from INR 200 (dharamshalas) to INR 2000 (A/C Suites)

Overall high bed capacity, but limited high class hotels

Over 7500 beds across 96 listed establishments

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June 2009

However, only 9 high class hotels with close to a total of 600 beds
Table 13 Hotels/Accommodation status in Dwarka

Establishments listed

Bed Capacity

High

596

Medium

37

3715

Low

50

3338

Total

96

7649

Note: Data as per FY07; Source: Gujarat industrial and technical consultancy organisation

Key gaps:

Key gap in accommodation facilities include limited number of high class hotels

Improvement Steps:

Encourage private participation for setting up high class motels, cottages and hotels in
Dwarka

Land could be offered at concessional rates

d) Future prospects
Various development efforts are expected to offer new avenues of entertainment to the tourists
as well as improved infrastructure

The local municipal corporation is undertaking few developmental activities around


important tourist spot within Dwarka (e.g. sunset point)

Cement road along the shore

Figure 15 Cement road along the shore

Open air theatre

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Figure 16 Open air theatre

Park and Resting places for tourists

Figure 17 Park and resting places for tourists

Development of water sports within Dwarka (e.g. Gomti ghat)

Water scooter rides started recently

Figure 18 Water scooter rides at Gomti beach

5.4.3.2

Scuba diving and sea rafting through prior e-mail appointment. Plans to expand this
facility with new activities

Prospects for setting up more beach and water sports in Dwarka

New motels/ Cottages are also being planned to be set up in Dwarka

Location 2: Shivrajpur Beach


a) Importance as a tourist location

Shivrajpur is a small village located 16 km from Dwarka. The beach is along side this
village.

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It is a good scenic spot. The beach is mostly rocky. The sandy part of the beach is farther
and more difficult to reach.

Figure 19 View at the Shivrajpur beach

Few tourists of Dwarka visit this location

b) Infrastructure connectivity

Shivrajpur beach is located 16 km from Dwarka which is about 25 minutes drive from
Dwarka

Although the state highway is good, the connectivity from the state high way to Shivrajpur
village is only through a one lane road.

Figure 20 Road connectivity for Shivrajpur

c) Infrastructure accommodation

There are no accommodation facilities near the beach.

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However, the tourists visiting this location stay in Dwarka which is close-by

d) Future prospects

5.4.3.3

There are no planned developments for this beach as of now.

Location 3: Okha
a) Importance as a tourist location

Okha is an important tourist location because of its proximity to Bet Dwarka. Bet Dwarka
holds a lot of religious significance as it is considered as the residence of Lord Krishna.

Most of the tourists visiting Dwarka visit Bet Dwarka in their free time.

b) Infrastructure connectivity

Okha is 30 km from Dwarka and it takes about 45 50 minutes to reach.

The road to Okha is a well maintained two lane state highway

Trains run from Dwarka to Okha.

In addition, tourist buses leave in the morning from Dwarka to Okha and cover 3 4
religious spots including Bet Dwarka and charge INR 50 per head.

c) Infrastructure accommodation

Typically tourists stay in Dwarka and visit Bet Dwarka for a few hours. Hence there is no
demand for accommodation facilities. Accommodation facilities not well established

d) Future prospects

5.4.3.4

There are no planned development activities in Okha as of now

Location 4: Positra
a) Importance as a tourist location

Positra is a good scenic spot but has not been commercially exploited. Very few tourists
visit this place.

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June 2009

Figure 21 View at Positra

Educational camps are organized in winters as part of awareness creation initiative of the
govt. Students stay in tents for a few days and are educated about the marine bio diversity.
Coral walking is also a part of these camps.

b) Infrastructure connectivity

Positra is about 35 km from Dwarka and takes about an hour to reach

The road to Positra comprises a regular two lane road for some distance and then kachcha
road thereafter

Figure 22 Road connectivity for Positra

c) Infrastructure accommodation

There is no infrastructure in Positra for providing accommodation to tourists except for a


forest department guesthouse.

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June 2009

Figure 23 Forest department guesthouse in Positra

d) Future prospects

5.4.3.5

Reliance is planning to set up an SEZ in/near Positra

Location 5: Narara
a) Importance as a tourist location

Narara island is part of the marine national park. Lot of nature and marine life tourists visit
this place.

This is famous for the visible marine life (crab, mollusc, fish) and for coral walking

Permission of the forest department is required

Figure 24 Marine life (left) and view (right) in Narara

b) Infrastructure connectivity

Narara is located 35 km from Jamnagar and takes about 50 minutes to reach

The initial part of the journey is on a well maintained state highway. This is followed by a
single lane road with the last 3 km on a kachcha road.

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June 2009

Figure 25 Road connectivity for Narara

c) Infrastructure accommodation

There is a forest department guest house on the coast.

No other place for accommodation or food

d) Future prospects

5.4.4

The forest authorities are planning to launch a website to attract more foreign tourists and
market the marine national park in a bigger way.

Selection of suitable location for the proposed MRCI Centre


Evaluation of the locations across the identified parameters reveals the difference across
suitability levels based on which the suitable location can be selected for the MRCI Centre. The
rating of each parameter is shown below and Dwarka town or outskirts (Dwarka-Shivrajpur
road) has emerged as the most suitable location for setting up the MRCI Centre.

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June 2009

Table 14 Evaluation and selection of suitable location

DWARKA

SHIVRAJPUR

Large number

Importance
as a tourist
location

It is a good scenic An important

of religious
tourists ~8.3
lakh tourists in
FY07

Most of the

connectivity to
places within
and outside
Gujarat is good

Educational
camps are
organized in
winters

35 km from
Dwarka

35 km from
Jamnagar

State highway is
good, but
connectivity from
the state high
way to
Shivrajpur village
is only through a
one lane road.

Well maintained
two lane state
highway
Tourists buses
and trains run
from Dwarka to
Okha.

Road comprises
a regular two
lane road for
some distance
and then
kachcha road
thereafter

Well maintained
state highway
followed by a
single lane road
with the last 3 km
on a kachcha
road.

Accommodation

No infrastructure

facilities not well


established

for providing
accommodation
to tourists except
for a forest
department
guesthouse

However, the

High bed

tourists visiting
this location stay
in Dwarka which
is close-by

capacity, but
limited high
class hotels

cottages

Infrastructural

and marine life


tourists
Famous for the
visible marine life
and for coral
walking

accommodation
facilities near the
beach.

New motels/

Large no of nature

30 km from
Dwarka

There are no

n classes
available to
suite all
budgets

National Park
visited by over
14,000 tourists in
FY08.

connectivity is
good

sports

5.5.1

Part of the Marine

during the year


Not commercially
exploited yet

16 km from
Dwarka

Rail

Water/ beach

5.5

Very few tourists

NARARA

nearest airport

OVERALL

POSITRA

tourists visiting
Dwarka visit Bet
Dwarka in their
free time.

Accommodatio

Future
Prospects

tourist location
because of its
proximity to Bet
Dwarka.

lot of free time


during the day

148 km to the

Infra- Class
and
abundance
of hotels

spot
Few tourists of
Dwarka visit this
location

Tourists have

Road

InfraConnectivity

OKHA

There are no
planned
developments
for this beach as
of now

There are no
planned
developments
as of now

Reliance is
planning to set
up an SEZ
in/near Positra

No infrastructure
for providing
accommodation to
tourists except for
a forest
department
guesthouse

New website
planned to attract
more foreign
tourists

developments
by municipal
authority like
cement road
and open air
theatre
HIGH
SUITABILITY

MEDIUM
SUITABILITY

MEDIUM
SUITABILITY

LOW SUITABILITY

MEDIUM
SUITABILITY

Environmental/Ecological Assessment
Objective
To understand the key ecological considerations for setting up an MRCI Centre around the
project location

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5.5.2

Key Considerations
There are several ecological parameters which need to be analyzed while setting up the MRCI
Centre. These parameters have been identified based on the primary interactions during the field
visit, discussions with international consultants and through secondary research. These have
been highlighted below:

5.5.2.1

Bio-diversity for the MRCI Centre

Maintaining water quality in the MRCI Centre

Selection of flora and fauna for each tank

Sources for obtaining the flora and fauna

Transportation of flora and fauna to the MRCI Centre site

Replicating the natural habitat

Bio-diversity for the MRCI Centre


There is a large variety of flora and fauna available in the natural ecosystem. The various types
of marine life and the corresponding number of species have been highlighted below:
Table 15 Bio-diversity in the Gulf of Kutch

FAUNA
Type

FAUNA

No of Species Available

Type

No of Species Available

Fishes

196

Corals

36

Prawns

31

Sponges

70

Crabs

30

Sharks

Type

No of Species Available

Sea Turtles

Algae

107

Reptiles

Phytoplankton groups

62

Birds

94 including migratory birds


Whales (3), dolphins and
dugongs

Intertidal
macrobenthic groups

54

Sea mammals

200

Subtidal macrobenthic
groups

50

Molluscs

FLORA

Source: Vijayalakshmi Nair, Status of The Flora and Fauna of


Gulf of Kutch, India, National Institute of Oceanography Dona
Paula, Goa, India, March 2002

It is expected that emulating the natural ecosystem will reduce the associated costs for the
MRCI Centre

Low cost of sourcing the exhibit leading to reduced capital expenditure

Simpler filtering systems are adequate leading to lower Cap-Ex and Op-Ex

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Also, the available variety of flora and fauna seems adequate to assist the MRCI Centre achieve
its objectives of providing education, research, conservation and infotainment.

There exist several species of various marine life like coral (36), molluscs (200), crabs (30),
prawns (31)

There exist several attractive species like sharks, sting rays, colorful corals and sea
anemones

There exist many rare and endangered species of sharks, sea turtles and algae

Thus, at the time of launch, the natural ecosystem of the Gulf of Kutch should be emulated in
the MRCI Centre
Many species from eco systems nationally and internationally could survive naturally in the
Gulf of Kutch

Areas like Gulf of Mannar, Rameshwaram and Palk Bay have eco-systems similar to that of
Gulf of Kutch but have richer bio diversity. The additional species from these areas would
survive easily in the Gulf of Kutch.

Some international species have also survived in the waters of the Gulf of Kutch

However, associated cost of including these species could be high

Cost of transportation of the exhibits

Cost of exhibit itself

Also, there could be other associated risks which might delay the kick-off of the MRCI Centre

Time taken for approvals from relevant international authorities

Time taken for transportation

Death during transportation (Financial and regulatory impact)

Additional requirements for endangered/rare species

Thus, species new to the Gulf of Kutch area could be considered for addition to the MRCI
Centre in the medium term

5.5.2.2

Maintaining water quality in the MRCI Centre


The quality of water is critical for the survival of the marine life. Each species survives within a
range of pH and temperature which needs to be maintained in the MRCI Centre. Also they keep
consuming oxygen from water which needs to be continuously replenished.

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June 2009

Technical systems would need to be installed to maintain the key parameters defining water
quality14

Average pH: 7.9 8.2 (is within the expected range of coastal tropical areas)

Salinity: 36 40 PPT

Dissolved oxygen (DO): 4-6 ml/l

Water temperature between 24 30 degree C

Nutrient level (specially for maintaining color of algae etc)

Additional systems would be needed for the following:

5.5.2.3

For cleaning the water to maintain visibility inside the water for the tourists

For removing metal

Marginal degradation in water quality in localized areas around industrial and urban centre

For changing the water once in 4 to 5 days depending on the water quality analysis

Selection of flora and fauna for each tank


Each tank would contain a group of flora and fauna to provide the natural feel of the ocean.
However, it is essential to ensure predator-prey is not grouped together. Typical fish life is
between 1 to 3 years.

5.5.2.4

Sources for obtaining the flora and fauna


There are several potential sources for obtaining the flora and fauna for the MRCI Centre
Based on origin

Natural habitat

Sanctuary

Conservation/breeding labs

14

Based on discussion with Dr. Jethani, Fisheries Research , Okha

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Based on geography

Gulf of Kutch

Other parts of India

Outside India

However, there are rules and regulations governing the sourcing of flora and fauna outlining the
approvals required etc for the same.

5.5.2.5

Transportation of flora and fauna to the MRCI Centre site


Transportation of the flora and fauna is a specialized task. Different species need to be
transported differently based on their water requirements.

5.5.2.6

Transportation from one location to the other within the Gulf of Kutch is easier given the
small distances

In case of flora, transporting spores is easier than transporting the whole plant species. In
case of whole plants, tanks with sea water, aeration facility and periodic water change
should be used.

In case of fauna, transportation can happen through ship or through aero plane in specially
designed tanks

Replicating the natural habitat

5.6
5.6.1

Detailed study of natural habitat of each flora and fauna is essential to be able to provide
them with their natural environment. Hideouts need to be created for fish and other marine
life to help them experience close to natural surroundings.

Technological Assessment
Objective
To understand the key technical considerations for setting up an MRCI Centre around the
project location

5.6.2

Key Technical Considerations


Based on the interactions with technical experts and aquarium equipment contractors, national
as well as international and secondary research, various technical considerations have been
identified which merit attention during setup and operation of an MRCI Centre.

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Water Pumping System

Acrylic Panels and Tanks

Key Technical
Considerations

Temperature control system

Design and Decoration:


Interior and exterior

Lighting system

Manpower

Electricity supply

pH and Nutrients control


system

Aeration System

Water Filtration System

Water supply

Figure 26 Key technical considerations

These technical systems need to be provided with support infrastructure like manpower,
electricity and water supply for their efficient performance.

5.6.2.1

Acrylic Panels and Acrylic Tank


Acrylic is a key component of an MRCI Centre. Walk through tunnels and gigantic 3G marine
facilities are made possible because of acrylic.

Large Acrylic
panels

Cylindrical Acrylic
Tank

Acrylic Tunnel

Figure 27 Different acrylic shapes

They help to display marine life through transparent sheets of any shape and size.
Manufacturing acrylic panels/tanks is a specialized task and currently it is available only in
three countries. Hence, it would need to be imported. The installation of acrylic panels and
acrylic tanks is done by specialists.

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Acrylic panels and/or tanks account for around 20%15 of project capital cost.

5.6.2.2

Design and Decoration: Interior and Exterior


Both interior of the tank and the exterior landscape are an important consideration for a marine
facility. The interior design and decoration is required to replicate natural habitat for the marine
life e.g. creating hide-outs for fish. Exterior landscaping and decoration is essential to make the
venue attractive for visitors

Artificial Marine
Habitat inside the tank

Aquarium landscape design

Exterior Landscaping

Figure 28 Interior and exterior decoration

Interior decoration of tanks to create artificial marine habitats is designed and setup by
specialists. Exterior landscape of the MRCI Centre to suit the visitors can be designed by
architects and interior designers.

5.6.2.3

Filtration System
The water provided in the MRCI Centre needs to be continuously filtered.

To remove pathogens/fickle metal so that water is fit for survival of flora and fauna

To remove waste produced by fauna

15

Based on discussion with international technical consultant

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To remove turbidity so that water is fit for public viewing

Ozone
generator

Sand
filters

Figure 29 Filtration systems

The process is as follows

Water goes to a settling tank to remove large suspended particles

Goes to holding tank for processing through UV/ozone to remove pathogens

Filtration systems are available locally and hence need not be imported.

5.6.2.4

Water Pumping System


Water needs to be pumped 24x7. Pumping system is essential as water needs to be constantly
fed to the filtration system to make it fit for survival of flora and fauna.
Fresh sea water is pumped into tanks from the source like ocean and to ensure 24x7 pumping, a
400 KVA generator is required16
Water pumping systems can be sourced locally. The cost of pumping system is impacted by the
distance over which the ocean water is being pumped. Any distance of more than 300-400 m
from the sea would considerably increase the costs.

5.6.2.5

Artificial Lighting System


In most cases, the MRCI Centre is completely enclosed with no access to natural light. In such
cases, provision of lighting is essential for the survival of flora and fauna. It is also important to
replicate the light intensities of their natural environment. Metal halides are used to supplement
the meager natural light available in tank.
Lighting is also important to highlight certain areas of an exhibit and for good visibility of the
exhibits to the visitors.
16

Based on discussion with international technical consultant

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These systems can be sourced locally.

5.6.2.6

Aeration System
An aeration system is required to maintain the oxygen content of water. Oxygen levels get
depleted since marine life consumes it continuously and hence needs to be replenished.
Also, aeration stimulates the flow of oxygen by releasing air bubbles into the water, thus
creating water movement which is essential for even distribution of materials and compounds in
water.
Air pumps often combined with a power head or water pump are usually used for large tanks.
Aeration systems can be sourced locally

5.6.2.7

pH and Nutrient control systems


Suitable pH level, salinity level and other required nutrient levels have to be maintained in the
water for many biological processes to take place both for flora and fauna. In addition, nutrients
are necessary for flora to maintain their color.
Remote probes and control instrumentation is used to monitor and maintain the required levels.
These can be sourced locally.

5.6.2.8

Temperature Control System


The temperature of the water pumped in varies a lot. Consistency in temperature has to be
maintained as most species are not accustomed to sudden changes. In addition suitable
temperature ranges vary for various species depending on their place of origin. Therefore,
temperature control systems are vital.
Computerized automatic heating/cooling systems are available making the operations much
easier and accurate.
They are available locally

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June 2009

Heat exchangers
for temperature
control

Figure 30 Temperature control systems

5.6.2.9

Support Infrastructural Requirements


Support infrastructure like water, electricity and manpower is essential for successfully
operating the MRCI Centre.

Manpower

Trained manpower is necessary for the operations and maintenance of the MRCI Centre

Usually MRCI Centre contractors operate the MRCI Centre for 1 to 2 years during which
time they assist in hiring and training the local manpower.

Electricity Supply

Round the clock electricity supply is required to operate an MRCI Centre as all the life
support systems depend on it.

To ensure this a back up generator is essential

Water Supply

5.7
5.7.1

Continuous water supply is required for an MRCI Centre.

Locating the MRCI Centre close to a water source reduces costs considerably

Regulatory Assessment
Objective

To understand the key regulatory considerations for setting up an MRCI Centre around the
project location

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5.7.2

To develop a list of clearances required for setting up an MRCI Centre


To identify key regulatory risks, if any

Relevant Acts and corresponding Rules and Regulations


There are various Acts governing Wildlife as well as the Environment. Each Act has various
Rules and Regulations, some of them being especially applicable to an MRCI Centre. The
applicable acts and corresponding rules have been highlighted below.

Recognition of Zoo Rules, 1992

Wildlife (Protection) Act, 1972

Regulations on Acquisition of Animals

Performing Animals Rules, 2000

Prevention of Cruelty to
Animals Act, 1960

Breeding of and Experiments on Animals Rules,


1998

Environment (protection) Rules, 1986

Environment Protection Act,


1986

Figure 31 Relevant acts ad corresponding rules

The details on the rules applicable for the setup and operation of the MRCI Centre are as
follows.

5.7.2.1

Recognition as a zoo
The MRCI Centre has animal exhibits and hence has to be recognized as a zoo. Each zoo needs
to be recognized by the Central Zoo Authority to be able to keep and exhibit wildlife.

For this purpose an application under section 38H of the Wildlife Protection Act for
recognition of a zoo should be made to the Central Zoo Authority.

A fee of INR 500 is to be paid with every application

Validity of the recognition is one year (unless granted on permanent basis). Renewal is to be
initiated three months before expiry.

Certain information is to be submitted as part of the application which is as follows:


-

Generic information like name, location, number of animals etc

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Detailed list of the species of animals being displayed along with new acquisitions,
disposal, births and deaths

Endangered species breeding details

Details of Veterinary facilities available

Details of feeding facilities for the animals like food store, water etc

Sanitary care and disease control facilities

Details of facilities for visitors like toilets, restaurants, resting area etc and safety
measures

Budget and the master plan for the zoo

Any publications, brochures and guide books

Each Zoo needs to operate under certain pre-defined norms and standards some of which offer
certain challenges for the MRCI Centre as listed below
Table 16 Norms to be followed and challenges associated

Norms/Standard

Challenge

General Norms Primary objective as conservation

not be an area of primary focus

Administrative and staffing pattern Full time veterinarians

Availability of trained staff in required numbers

Animal Enclosures - Design, dimensions and other features

The act does not provide details for an aquarium

Hygiene, Feeding and Upkeep

Availability of required knowledge (e.g. feeding

Animal Care, health and Treatment


Veterinary Facilities Requirement of veterinary hospital
Breeding of animals: Approval required for breeding of each
species
Maintenance of Records and Submission of Inventory record of
birth, acquisitions, deaths etc of all species

habits) and experience (e.g. skilled staff)

Availability of trained staff in required numbers


Additional cost involved
Obtaining approval specially for expensive/exotic
species as well as endangered/rare species

Considering the short life span of several species


of fish and high number of species that has to be
maintained, this process might be cumbersome.

Education and Research Continuous monitoring of biological


behavior, population dynamics etc

Availability of trained staff in required numbers

Visitor Facilities

None
None

Development and Planning submitting future plans

5.7.2.2

Being a PPP initiative, conservation efforts would

Acquisition of Animals
The wildlife protection act outlines the provisions regarding acquisition of animals by a zoo.

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June 2009

Acquisition from within India


Acquisition or transfer of any wild animals from within India specified in Schedule 1 and
Schedule 2 of the Wildlife protection act require previous permission of the Chief Wildlife
Warden of the respective state.
Table 17 Illustrative list of species protected under the wildlife protect act

Illustrative List of species under Schedule 1 and 2 requiring approvals for acquisition

Mammals like Dugongs and dolphins


Amphibians and Reptiles like turtles and crocodiles
Fish species like shark and Ray
Corals
Molluscs

Acquisition from outside India


Import of animals, birds and reptiles is permitted against a license to zoos and zoological parks,
recognized scientific/ & research institutions, circus companies, private individuals, on the
recommendation of the Chief Wildlife Warden of a State Government subject to the provisions
of the Convention on International Trade in Endangered Species of Wild Fauna & Flora
(CITES)

5.7.2.3

Exhibition of performing animals


For display of any animal performances consent from the animal welfare board need to be
taken. For the purpose of the MRCI Centre this needs to be considered if dolphin shows, seal/
sea lion shows etc are planned. An application should be made to the Animal Welfare Board of
India for registration

Application and registration related info

A fee of INR 500 is to be paid with every application

Illustrative list of information to be submitted as part of the application is as follows:


- Generic information of the establishment like name and location
- Whether registered under the performing animals rules already
- Ownership certificate if the performing animal is protected under the wildlife protection
act
- Particulars of the performing animals with details like species name, age, gender etc
- Details of the nature of performance along with information on training and performing
apparatus

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June 2009

A certificate of registration shall be issued by the authority after submission of application.

Conditions to be satisfied for successful registration


24 general conditions as per the Performing Animals (Registration) Rules, 2000 have to be
satisfied for ensuring registration. The broad categories of conditions provided are as follows:

Shelter facilities during transportation and during captivity

Veterinary facilities

Food, hygiene and general upkeep

Health during performance

Prohibited performing conditions and apparatus

Prohibition of continuous or excessive performances

A report corresponding to each registration highlighting health death, birth etc duly certified by
a veterinary doctor has to be submitted every month.

Key challenges in meeting the required conditions

5.7.2.4

Availability of trained staff will be a big concern given the lack of marine animal
performances that take place in India

There will be additional cost involved in developing in-house expertise - hiring staff from
abroad, organizing trainings for Indian staff

Breeding of and Experimentation on Animals


For any breeding activities and research on animals an application should be made to the
Member Secretary, CPCSEA (Committee for the Purpose of Control and Supervision of
Experiments on Animals), Ministry of Environment & Forests for registration

Application and registration related info

A fee of INR 1000 is to be paid with every application

It will take about 2 months to get the registration

Illustrative list of information to be submitted as part of the application is as follows:

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June 2009

Generic information of the establishment like name, location, objectives of


establishment and purpose of breeding

Details of animals related to their procurement, transportation, housing facilities and


their availability

Details regarding experimentation if applicable

Details regarding animal breeding

Conditions to be satisfied for successful registration


A spot inspection is conducted before giving registration. Several standards need to be
maintained for stocking of animals. Some of these are highlighted below:

Animal houses shall be located in a quiet atmosphere undisturbed by traffic, and the
premises kept tidy, hygienic and the animals protected from drought and extremes of
weather

Animals attendants must be suitably trained and experienced in the duties allotted to them

There shall be satisfactory arrangement for looking after the animals during off hours and on
holidays

A record from time to time corresponding to each registration is to be submitted.

Key challenges in meeting the required conditions

5.7.2.5

Obtaining approval specially for expensive/exotic species as well as endangered/rare species


will be difficult

Availability of trained staff is an issue

Construction in coastal regulated areas


Any activity near the coastal stretches will be governed by the coastal regulated zone
notification of the environment protection act. Key takeaways from the notification are as
follows:

Construction activity between the High tide line and Low tide line is prohibited

The coastal stretches within 500m of High Tide Line on the landward side are regulated

Any development activity to be done in this area should follow the coastal regulation zone
notification:

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June 2009

Classification into CRZ categories (I or II or III) should be checked and rules will apply
accordingly

Any other construction activity with investment exceeding INR 5 crores will require
environment clearance from MOEF

The CRZ notification should be a key consideration while deciding the exact location for the
MRCI Centre.

Water

Between Low
tide line and
High tide line

Area within 500 m


from High tide
line

Prohibited

Need environment
clearance from
MOEF

Area beyond 500 m from High tide line

No clearance required

Figure 32 Coastal regulated zones

5.7.2.6

Prior environment clearance


Environment clearance is mandatory for all projects which might have a potential impact on the
environment. This needs to be considered as the MRCI Centre construction classifies as
building and construction project and is listed in the environment protection rules.
Prior environment clearance is required for building and construction projects >= 20,000 sq.m
and <1,50,000 sq.m of built-up area. If the built-up area for the MRCI Centre is < 20,000 sq m,
no prior environmental clearance is required

Categories of projects mentioned in the environment protection rules


Ministry of environment and forests has categorized projects based on the impact on human
health as well as resources. An MRCI Centre falls under building and construction project
which is category B.
The approving authority as per project category is as follows
Category A

Category B

All projects or activities included as


Category A shall require prior
environmental clearance from the Central
Government in the Ministry of Environment
and Forests (MoEF) based on the
recommendations of an Expert Appraisal
Committee (EAC)

All projects or activities included as Category B will require


prior environmental clearance from the State/Union territory
Environment Impact Assessment Authority (SEIAA).
The SEIAA shall base its decision on the recommendations of a
State or Union territory level Expert Appraisal Committee
(SEAC)
In the absence of a duly constituted SEIAA or SEAC, a Category
B project shall be treated as a Category A project

Figure 33 Category of projects as per the environment protect act

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June 2009

A project specified in Category B will be treated as Category A, if located in whole or in part


within 10 km from the boundary of: (i) Protected Areas notified under the Wild Life
(Protection) Act, 1972, (ii) Critically Polluted areas as notified by the Central Pollution Control
Board from time to time, (iii) Notified Eco-sensitive areas, (iv) inter-State boundaries and
international boundaries

Environment clearance procedure


The procedure for acquiring an environment clearance is explained through the following
flowchart.
1

3
Sending out the
application along with
the necessary
information

Acquiring required
information, supporting
documents and local
clearances

Identifying the project


category (A or B)
Category A

Illustrative list

Approval required from


central authority (MOEF)

Information on construction,
operation or decommissioning of the
Project

Category B

Application Forms and


supporting documents to be
submitted in the prescribed
format along with prefeasibility report/conceptual
plan

Details of use of Natural resources

Approval required from state


level authority (SEIAA)

Authority: SEIAA or MOEF

Impact on environmental sensitivity

4
Scoping (for all category A
projects and category B
projects requiring EIA report)

Appraisal

Detailed scrutiny of the


application, EIA report etc
Recommendations to the
regulatory authority for grant
or rejection of the application
for prior environmental
clearance

Development of a detailed TOR


addressing all relevant
environmental concerns for the
preparation of an EIA Report

Screening (only for


category B projects
and activities)

Scrutiny of the Application


Form to determine if the
project requires development
of the Environment Impact
Assessment report (EIA) for
its appraisal based on the
risks associated with the
project.

Figure 34 Procedure for acquiring environment clearance

Information required along with application


Relevant information is to be submitted as part of the application for environment clearance so
as to help the authority evaluate the projects impact on the environment. The list of information
required is as follows.
Information required as part of Form 1

Generic information of the establishment like name, location, size, project cost and category

Information on construction, operation or decommissioning of the Project involving actions,


which will cause physical changes in the locality (topography, land use, changes in water
bodies, etc.)

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June 2009

Details of use of Natural resources for construction or operation of the Project (such as land,
water, materials or energy, especially any resources which are non-renewable or in short
supply)

Details of use, storage, transport, handling or production of substances or materials, which


could be harmful to human health or the environment or raise concerns about actual or
perceived risks to human health.

Information on production of solid wastes during construction or operation or


decommissioning (MT/month)

Information release of pollutants or any hazardous, toxic or noxious substances to air


(Kg/hr)

Details of generation of Noise and Vibration, and Emissions of Light and Heat

Risks of contamination of land or water from releases of pollutants into the ground or into
sewers, surface waters, groundwater, coastal waters or the sea:

Risk of accidents during construction or operation of the Project, which could affect human
health or the environment

Factors which should be considered (such as consequential development) which could lead
to environmental effects or the potential for cumulative impacts with other existing or
planned activities in the locality

Impact on environmental sensitivity

Information required as part of Form 1A

Answers to a list of specific questions on environment impact including those on land


environment, water environment, vegetation, Fauna, Air environment, Aesthetics, Socioeconomic aspects, Building materials and energy conservation

5.7.3

Summary of regulatory approvals, challenges and mitigation

5.7.3.1

Approvals Required
Several regulatory approvals are required before setting up an MRCI Centre. The approvals
required and the concerned authorities have been summarized below.

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June 2009

Table 18 Summary of approvals required and relevant authorities

Area

Approval

Authority

Comments

Recognition of Zoo

Required

Central Zoo Authority

Validity for one year (unless granted on


permanent basis). Renewal to be done
3 months before expiry

Acquisition of Animals
(within India)

Required

Chief Wildlife warden of


the respective state

PCCF is the chief wildlife warden for


Gujarat

Acquisition of Animals
(outside India)

Required

Director General Foreign


Trade

Not required immediately as imported


animals might be planned for phase II
Need recommendation of IGF

Performing Animals

Required

Animal Welfare Board*

Would be required for only 1 to 2


species

Breeding

Required

Animal Welfare Board*

Takes about 2 months for approval


process

Prior Environment
Clearance (before
construction activity)

Required if
built-up area
is greater
than 20,000
sq.m

SEIAA - State
Environment Impact
Assessment Authority or
MOEF Ministry of
Environment and Forests

Takes about 4 months for approval


process

CRZ/CMZ guidelines (for


activity in the costal areas)

Regulated

Approval from MOEF if in


regulated area

No approval is required if constructed


beyond 500 m from High tide line

*Inspector General-Forests is a member

5.7.3.2

Key challenges and mitigation methods


Various guidelines need to be followed while setting up and operating an MRCI Centre which
poses several challenges. The challenges involved in meeting the regulatory requirements
include difficulty in meeting some of the specified norms and standards, ambiguity in
applicability of some parts of the regulations, difficulty in getting some of the approvals and
associated cost escalations.

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June 2009

Difficulty in meeting norms and standards

Cost Escalations

Lack of technical know-how e.g. animal care, treatment


etc
Lack of trained manpower e.g. for maintenance of
equipment

Mandatory veterinary/
quarantine standards
would lead to higher
costs
Additional cost involved
in developing in-house
expertise - hiring staff
from abroad, organizing
trainings for Indian staff
etc

Challenges

Difficulty in getting the approvals

Ambiguity in
applicability of
regulations
Norms for enclosures are
not aquarium specific
Norms for transport of
marine life not defined
For approval, primary
objective is expected to
be conservation.
However given the
private sector
participation conservation
would not be their
primary objective

Time over-runs: May take up more time than anticipated


Monitoring difficulties: Number of authorities for
approvals is high
Rejections: May be difficult to get approvals for certain
species like endangered species
Figure 35 Challenges due to applicable regulations

However, these challenges would need to be mitigated to ensure successful working of the
MRCI Centre.

Difficulty in
meeting norms
and standards

Project may be given


to international
contractors with
established
credentials on BOT
basis

Cost Escalations

Arrange for hand


holding support from
international bodies
and/or international
marine facilities

Regular inspections
conducted to monitor
standards

Difficulty in
getting the
approvals

Ambiguity in
applicability of
regulations

Involve relevant
authorities like forest
department, local
municipalities,
tourism department
etc initially itself to
obtain their buy-in

Seek support/
information from
international bodies/
contractors
Tie-up with
research institutes
in India/abroad for
conservation
activities

Figure 36 Mitigation methods

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June 2009

5.8

International Accreditations
There are various international organizations for the zoo and aquarium community. These
organizations work at country level, regional level as well as global level. Some of them include
South Asian Zoo Association for Regional Cooperation (SAZARC), Association of Zoos and
Aquariums (AZA), Japanese Association of Zoos and Aquariums, Latin American Zoo &
Aquarium Association etc. World Association of Zoos and Aquariums (WAZA) is an umbrella
organisation for zoos, aquariums and regional organizations of zoos and aquariums. The
primary objective of these organizations is to contribute to improved management of zoo and
aquarium facilities by setting up standards and providing a common forum for knowledge
sharing for achieving the same.

5.8.1

World Association of Zoos and Aquariums (WAZA)

5.8.1.1

Overview
WAZA is the umbrella organisation for the world zoo and aquarium community. Its members
include:

5.8.1.2

Leading zoos and aquariums

Regional and National Associations of Zoos and Aquariums eg. SAZARC (South Asian Zoo
Association for Regional Cooperation)

Affiliate organizations, such as zoo veterinarians or zoo educators

Benefits offered to members


All the members of WAZA receive support for member zoos, aquariums, and partner
organisation in

Animal care and welfare

Conservation of biodiversity

Environmental education

Global sustainability

This is done through

Training grants to members

Conferences, seminars and workshops

Publications

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June 2009

5.8.1.3

Prerequisites to become a member


Certain conditions have to be satisfied for successfully acquiring the membership such as

5.8.2

Two sponsors are needed to sign the nomination form. Sponsors should be current voting
members of WAZA who are preferably from your country or region, but do not serve on the
Membership Committee

Any body seeking membership should act in accordance with all local, national and
international law

Any body seeking membership should strive for highest standards of operation in the areas
mentioned in the Code of Ethics and Animal Welfare like exhibit standards, acquisition and
transfer of animals, contribution to research etc

Benefits to the MRCI Centre


There are various advantages in acquiring the membership of an international organisation.
They are as follows:

5.8.3

International recognition would give credibility to the working of the MRCI Centre and
ensure high standards are being maintained

Help in attracting international private contribution and funding

Obtain support and training for local manpower

Gain knowledge and information

Challenges for the MRCI Centre


Challenges involved in meeting the requirements of international organizations are as follows

Active involvement in research would require prior collaboration with research


organizations and institutions

Technical know-how and skilled manpower to meet international standards would be


developed locally over time

5.9

Primary Survey

5.9.1

Objective
The objectives of the primary survey are as follows:

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June 2009

5.9.2

To understand the typical behaviors relating to entertainment and leisure activities of the
target group

Entertainment and leisure activities

Time spend on these activities

Expenditure associated with these activities

Frequency of performing the activities

To understand the travel plans of people visiting Dwarka

Itinerary

Alone or in a group

Typical duration

Typical spends on travel, stay, food, activities, others

To find out the spontaneous reaction for the idea of MRCI Centre

To assess the reaction to the proposed MRCI Centre around Dwarka, in terms of :

Likeability of the idea

Willingness to visit this MRCI Centre

To find out the key features attracting the visitors to such a destination

To understand the suitable ticket pricing for the MRCI Centre

Implementation of the survey


The primary survey was commissioned to Market Search India Pvt. Ltd. It is a marketing
research and consultancy firm, with infrastructure and expertise to handle multi-country studies.
Market Search provides comprehensive, in-depth research and analysis, generating insights into
consumer and market behavior. It uses a variety of Quantitative and Qualitative research
techniques and technology to understand consumers and gain insights into their behavior

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June 2009

5.9.3

Methodology
A series of face-to-face interviews with the target respondents were conducted. These
interviews were guided by detailed questionnaires. The detailed questionnaires have been
included in Appendices.
The target respondents were selected purposively using a select set of criteria. The respondents
were shown the photographs and write ups of the proposed MRCI Centre and their feedback
was taken. The geographical coverage and profile of target respondents chosen is as shown
below.

5.9.3.1

Geographical Coverage
The study was conducted in four cities:

Dwarka

Ahmedabad

Vadodara

Saputara

Dwarka has been selected as it is the proposed location for the setting of the MRCI Centre.
Other selected locations, Ahmedabad, Vadodara and Saputara are leading tourist destinations in
Gujarat and thus would provide a good perspective of tourist behaviour within Gujarat.

5.9.3.2

Profile of target respondents


The target respondents included the following:

End consumers

Tour operators

School authorities

End consumers were selected based on the following criterion:

Working men & women with children in the age group of 25 to 60 years

The target respondents are those who take decisions on their own

Those who belong to SEC A1, A2, B1, B2

Have taken a short break (lasting 2-3 days) at least twice in last two years

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ABCD
Gujarat Ecology Commission
Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Tour operators included those who conduct group tours in Gujarat. Target respondents also
included schools in Gujarat who organize tours and excursions for their children.

5.9.3.3

Sample size and breakup of the target respondents


In total 240 interviews were conducted with the target respondents. The city wise and segment
wise sample breakup was as follows
Table 19 Sample and breakup of target respondents

Sr.No. City

Resident

Tourist*

Total

Dwarka

14

56

70

Ahmedabad

21

49

70

Vadodara
Saputara

49
24

70

21
6

Total

62

178

240

30

* Tourists are visitors who stay for atleast one night.


The number of tour operators and schools interviewed were as follows

Tour/Travel operators - 10-12

School - 10

5.9.4

Findings of survey with end customers

5.9.4.1

Behavior of tourists to Dwarka


Visit to Dwarka
Apart from the tourists and residents interviewed in Dwarka, the 170 respondents at other
locations were asked if they have visited Dwarka to understand their Dwarka travel behavior.
Only 60 respondents or 35% of them had visited Dwarka before.

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ABCD
Gujarat Ecology Commission
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June 2009

Willing to visit Dwarka


in future
38%

Have no t visited
Dwarka
65%

Have visited Dwarka


35%

No t willing to visit
Dwarka
27%

Figure 37 Willingness to visit Dwarka

The 110 respondents who had never visited Dwarka were asked if they would like to visit
Dwarka in the future. About 46 respondents refused mentioning reasons like large distance and
lack of time.
The respondents who had visited Dwarka were interviewed further on their travel behavior in
Dwarka. The total number of these respondents was 115 and this included the tourists in
Dwarka as well as respondents interviewed outside Dwarka. The travel behavior was important
to understand the favorability of the location for setting up the MRCI Centre.

Purpose of Visit
As expected, maximum percentage of respondents visited Dwarka for religious purposes.
75%

80%
70%
60%
50%
40%
30%

23%

20%
10%

2%

0%
R elig ious

L eis ure

B us ines s

Figure 38 Purpose of visit

Frequency of Visit
Most of the respondents visited Dwarka only once. This is closely followed by the number of
tourists who visit once every year showing the high level of repeat visitors to Dwarka.

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June 2009

40%

37%

36%

30%
20%

12%

10%

10%

4%

1%

0%
O nce/
F irsttime

Y early

O ncein6 Atleast
months
oncea
month

34times O ncein
ayear 23years

Figure 39 Frequency of visit to Dwarka

Duration of Trip
Duration of visit for most of the respondents is 2-3 days
40%

34%

31%

30%
22%
20%

13%

10%
0%
3days

2days

O vernightstay

S ameday
return

Figure 40 Duration of visit

In addition, over 70% of the respondents have a free time of more than 2 hrs during their trip.
50%

45%

40%
27%

30%

16%

20%

12%

10%
0%
34Hr

23hr

Morethan4Hr L essthan2Hr

Figure 41 Available free time

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June 2009

In addition, about 61% of the respondents completely planned the trip and besides the temple
visit nothing major was planned for these respondents. Unavailability of an alternate venue is
the major reason for this.

Alternate Activities interested in


93% of the people said yes when they were asked if they want to spend their free time in some
alternate activity. 71 % of them said that they could go on trips to nearby beaches and coastal
areas.
The long duration of typical trips to Dwarka, availability of plenty of free time, lack of alternate
activities to indulge and willingness to indulge in alternate activities are favorable signs for the
MRCI centre to be setup in Dwarka.

5.9.4.2

Past out-of-home entertainment behavior of respondents


It is necessary to capture the respondents past out-of-home entertainment behavior to better
understand his out of home entertainment preferences and thus validate his response to the
willingness of visiting the MRCI Centre. Six entertainment activities which include watching
movies, eating out in restaurants, Sightseeing places of interest like museum, aquarium/ Zoo,
planetarium, Amusement Park/ Water Park, Picnic/ outing to location within hometown beaches, lakes and Picnic/ outing to locations outside hometown have been chosen to
understand the past entertainment behavior of the respondents.

Frequency of Visits for each Activity


Eating out at restaurants and watching movies are done more often while other activities are
done on a yearly basis by most of the respondents. Most of the respondents indulge in all the six
activities. Such a visit behavior shows that the respondents are interested in out-of-home
entertainment activities and thus MRCI centre could be an attractive proposition for them.

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June 2009

Picnic-Outside home town

Picnic-within home town

Water park

Museum, Aquarium, Zoo/


Planetarium

12

34

22

10

43

17

11

37

35

21

43

17

15

Eating out at Restaurants

18

Watching Movies/
Cinemas

21

11

30

47

30

13

More than once a month

Once a month

Once in 2-3 months

Once in 6 months

Once a year

Don't do

4 11

Once in 4-5 months

Figure 42 Frequency of activities

Time Spent in each Activity


Most respondents spend about 1-2 hrs in a restaurant as expected. Apart from restaurants, most
respondents spend 3 6 hrs in other activities. Since an MRCI centre will be a place where a
visitor can spend about 2-4 hrs observing and learning various species, eating at the restaurant,
watching a dolphin show etc it matches to the entertainment related time spending behavior of
the respondents.
Picnic-Outside home
town
Picnic-within home town

Water park

21

Museum, Aquarium, Zoo/


Planetarium

24

Watching Movies/
Cinemas
Eating out at Restaurants

20

19

12

19

28

28

16

28

12

33

32

37

50

<1 Hr

1-2Hr

3 -4 Hr

15

83

10

5 1

25

43

5-6 Hr

7-8 Hr

>8 Hr

Figure 43 Time spent in each activity

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June 2009

Money Spent on each Activity


Apart from the picnic outside hometown, the typical spending for the other activities is in the
range of 100-300 per head. This would be an important consideration while pricing the ticket for
the MRCI Centre .
Picnic-Outside home town

15

Picnic-within home town

13

Water park

22 3

27

26

50

15

21

44

12

Eating out at Restaurants

47

17

Watching Movies/
Cinemas

11

38

Museum, Aquarium, Zoo/


Planetarium

<Rs100
Rs 501-6 00
Rs 1001-1500

30

26

Rs 201-3 00
Rs 701-800
Rs 2001-2500

2 3

3 22

13 4

3 2 2

24

Rs 3 01-400
Rs 801-900
>Rs2500

11

5 1

53

Rs 101-200
Rs 6 01-700
Rs 1501-2000

1 4 1

11

Rs 401-500
Rs 901-1000

Figure 44 Average spend on each activity

5.9.4.3

Responses related to the Concept of the Marine Facility


Likeliness to Visit
Overall the response to the Marine Facility concept was positive. 85% of the respondents liked
the concept a lot and 78% said they would definitely visit such a place. This implies that a high
percentage of the target respondents are likely to visit the MRCI Centre.
Neither liked no r
disliked
1%

Disliked a Little
1%

P ro bably no t visit
3%
M ay o r may no t visit
3%

Liked a Little
13%

P ro bably Visit
16%

Liked a Lo t
85%

Definitely Visit
78%

Figure 45 Likeliness to visit the marine facility

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Intention to visit the MRCI Centre if located in Dwarka


216 respondents have shown interest in planning a trip to Dwarka to specially visit the MRCI
Centre. This validates the suitability of Dwarka as a location for the MRCI Centre.
Wil no t visit
7%

Will visit
93%

Figure 46 Willingness to visit Dwarka especially for the MRCI Centre

Out of the 17 respondents who have not shown interest, 7 respondents have shown interest in
visiting the MRCI Centre during their free time while in Dwarka.

Willingness to visit in subsequent trips to Dwarka


197 respondents said they would visit the MRCI Centre again in their subsequent trips. Out of
the 26 respondents who said no, 25 said that they would visit again only if new features are
added.
Thus newer features would need to be added in the future to be able to attract more of repeat
tourists at the MRCI Centre.

No t A nswered
4%
Yes
96%
No
11%

Yes
85%

No
11%

Figure 47 Willingness to visit MRCI Centre in subsequent trips to Dwarka

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Favorable features in the MRCI Centre


The ratings for each of core, add-on and filler features were taken from every respondent in a
format highlighted below.
Table 20 Format for taking ratings for features of the MRCI Centre

RATING
1

CORE FEATURES
Large tank with large ocean dwellers and various species
Walk through tunnel with 180 degree view
Walk through tunnel with 360 degree view
Large tank + tunnel
ADD ON FEATURES
Dolphin shows
Seal/ Sea lion shows
Touch Pools
Swimming with dolphins/ dugongs/ seals
Coral Reef displays
Penguins
Polar Animals (Polar bear, artic foxes etc)
FILLERS
Good restaurant/ Cafes
4D theatre
Souvenir/ Gift Shops
Simulator Rides
Marriage Hall/ Ball room
Game zone
An overall rating was then calculated for every feature. Based on this overall rating the most
favorable features of the MRCI centre were obtained as outlined below:

Core Features: Walk through tunnel with 360 degree view and a large 3G tank are the most
preferred core features. Walk through tunnel with 180 degree view is next to most preferred

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Large tank + tunnel

47%

Walk through tunnel


with 3 6 0 degree view

36%

15%

56%

Walk through tunnel


with 180 degree view

37%

49%

Large tank with large


ocean dwellers and
various species

6% 1%

35%

62%

Very high

3%

13%

25%

high

medium

low

3%

10%

3%

very low

Figure 48 Ratings for core features

Add-on Features: Dolphin show is the highest rated add-on feature. Next most preferred
add-on features are penguin displays, Seal show and polar animals in that order

Polar Animals (Polar bear, artic foxes etc)

56%

Penguins

57%

Coral Reef displays

53%

Swimming with dolphins/ dugongs/ seals

53%

Touch Pools

31%

7% 3%

9%

35%

Dolphin shows
medium

13%

26%

71%

low

7% 1%

6% 6%

39%

60%

high

9% 4%1%

34%

43%

Seal/ Sea lion shows

Very high

29%

5%

12% 2%

23%

6%

very low

Figure 49 Ratings for add-on features

Filler Activities: Good restaurants or a cafe as a filler feature is a clear favorite. Game zone
was also given a high rating by a considerable number of respondents.

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Game zone

53%

Marriage Hall/ Ball room

36%

49%

Simulator Rides

31%

54%

Souvenir/ Gift Shops

8%

29%

42%

4D theatre

7% 2% 2%

Good restaurant/ Cafes

31%

Very high

9%

8% 2%

11%

64%

6%

8%

38%

52%

7%

4% 1%

12%

30%

high

medium

low

6%

very low

Figure 50 Ratings for filler features

Willingness to pay
The responses to the basic fee, fee for add-ons, fee for filler activities and overall package fee
are as highlighted below.

75

Number of respondents

80

71

70
60
50

38

40
30

22

20

11

10

0
<Rs 20

20 - 40

41 - 60

61 - 80

81 - 100 101 - 200 201 - 300 301 - 400 401 - 500

0
>500

Figure 51 Basic Entry Fee

Number of respondents

120

99

100
80
60

46

45

40
20

24
8

0
<Rs 20

20 - 40

41 - 60

61 - 80

81 - 100 101 - 200 201 - 300 301 - 400 401 - 500

0
>500

Figure 52 Fees for Add-on Features

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Number of respondents

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Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

82

90
80
70
60
50
40
30
20
10
0

42

36

34

15

10

<Rs 20

20 - 40

41 - 60

61 - 80

81 - 100 101 - 200 201 - 300 301 - 400 401 - 500

>500

Figure 53 Fees for Fillers

60
49

50

47
38

40
31
30

22

20

22

12

10
0

<Rs 20

20 - 40

0
41- 60

61- 80

81- 100

101- 200 201- 300 301- 400 401- 500

>500

Figure 54 Total package price

Based on the responses an average price is as follows


Table 21 Average price

Average price

Basic entry fee

Add on features

Filler features

Entire Package

INR 64

INR 55

INR 67

INR 297

This together with the past spending behavior can be used to calculate the price range for the
MRCI centre.

Favorable activity time for the MRCI centre


Most of the respondents were interested in spending about 2-4 hrs in the MRCI centre. This
should be taken into account while deciding the number of activities to be introduced in the
MRCI Centre.

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Percentage of respondents

40%

3 5%
29%

3 0%
22%
20%

10%

7%

5%

0%
<1hr

1hr-2hr

2hr-3 hr

3 hr-4hr

4hr-5hr

Figure 55 Favorable activity time to spend in the MRCI centre

Favorable travel time for the MRCI centre


About 53% of the respondents do not want to travel more than 40 min to reach the MRCI centre
from their place of stay. This implies that the MRCI centre should be located not more than 15
km away from the main accommodation area of the town or where maximum number of tourists
stay.
60%

Percentage of respondents

53%
50%

40%

30%
22%
20%
13%

13%

41 Min 1 Hr

> 1 Hr

10%

0%

< 20 Min

21 40 Min

Figure 56 Favorable travel time to reach the MRCI centre

5.9.5

Response from Schools


Authorities from 10 schools in Gujarat were interviewed to gauge the interest levels of schools
in organizing visit to the MRCI centre for their students.

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5.9.5.1

Recreational activities organized by schools


Most of the schools organize trips to amusement or water parks, to places of scientific interest,
to picnic locations within the city and visit to manufacturing location.
Excursions to locations outside the city (2-4 day
trips)

Nature treks to locations around the city (1 day


trips)

Watching m ovies/ cinem a

Am usem ent Park/ water park

Picnic to locations within city parks etc

Visiting places of historical or scientific interest

Visiting a m anufacturing facility


Figure 57 5.9.5.1

Recreational activities organized by schools

Time spent on these popular activities range from 3-8 hrs. Hence, MRCI centre should take this
into account while developing educational and entertainment activities for these students.
Excursions to locations outside the city
(2-4 day trips)

16

Nature treks to locations around the city


(1 day trips)

Watching m ovies/ cinem a

Am usem ent Park/ Water park

8
7

Picnic to locations within city parks etc


Visiting places of historical or scientific
interest
Visiting a m anufacturing facility

6
3

Figure 58 Time spent on each activity (hrs)

These activities are organized by most schools for students of grade 5 and above. Thus the
MRCI centre should conceptualize major proportion of its educational activities with
applicability to students of grade 5 and above.

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Excursions to locations outside the city (2-4


day trips)

5
5
5

Nature treks to locations around the city (1


day trips)

3
4
4
4

Watching m ovies/ cinem a


3

7
9

Am usem ent Park/ Water park

6
4
6
8

Picnic to locations within city parks etc

6
5
10
10

Visiting places of historical or scientific interest


9
3
4
4

Visiting a m anufacturing facility

5
3

10

Number o f scho o ls o ut o f 10

Prim ary (1-4)

Secondary (5-7)

Secondary (8-10)

11th - 12th

Figure 59 Applicability of each activity

Workshops related to marine life and animal science are conducted by 6 out of 10 schools.
Considering the interest level in these subjects, organizing such workshops in the MRCI centre
would be an attractive proposition for school groups.
Religious/Yoga Sadhana

Jan Jagruti Abhiyan

Workshop for Historic Monum ents

1
4

Astronom y
Marine Life

Anim al Science

6
0

Chem istry

Physics
0

num ber of schools out of 10


Figure 60 Educational workshops conducted by schools

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The average spend per student for activities like amusement park, picnics and visits to places of
scientific interest range between INR 142 to 213. This should be considered while fixing the
total package price for school students. Most of these activities are partly funded by the student
and partly by the school.
Excursions to locations outside the city (24 day trips)

540

Nature treks to locations around the city


(1 day trips)

170

Watching m ovies/ cinem a

68

Am usem ent Park/ Water park

213

Picnic to locations within city parks etc

180

Visiting places of historical or scientific


interest

142

Visiting a m anufacturing facility

23

Figure 61 Average cost per student for each activity

Many school avail discounts for most of these activities. The number of schools availing
discounts and the average discount amount is highlighted below.
80%

61%
51%
45%

6
4

60%

52%

50%

47%

54%
40%

7
5

% of discount

No of schools availing discounts

10

20%

Num ber of schools availing discounts (out of 10)

Excursions to
locations
outside the
city

Nature treks to
locations
around the city

Watching
movies/
cinema

Amusement
Park/

Picnic to
locations
within city

Places of
historical or
scientific
interest

Visiting a
manufacturing
facility

0%

Average Discounts /Concessions in %

Figure 62 Discount details

Average discount percent across the activities is 51%. This should be considered while pricing
the package for group tours of school children.

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5.9.5.2

Response to the concept of the MRCI Centre


All the schools interviewed liked the concept of the MRCI Centre and 8 out of them were
willing to organize trips for students to visit the same. The balance two highlighted the security
risk associated with such a facility for students as well as associated cost to be the key reasons
for the same. It might be helpful for the MRCI Centre to address these issues during their
marketing efforts.
The most wanted features for the MRCI Centre were determined based on the ratings received
from the 8 schools for each of the core, add-on and filler features.
Large tank + tunnel

Walk through tunnel


with 3 6 0 degree view

Walk through tunnel


with 180 degree view
Large tank with large
ocean dwellers and
various species

Very high

high

medium

low

very low

Figure 63 Ratings for Core Features

Polar Animals (Polar bear, artic foxes etc)

Penguins

Coral Reef displays

Swimming with dolphins/ dugongs/ seals

Touch Pools
Seal/ Sea lion shows

Dolphin shows

Very high

high

medium

low

very low

Figure 64 Ratings for Add-on Features

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Game zone

Marriage Hall/ Ball room

Simulator Rides

Souvenir/ Gift Shops

4D theatre

Good restaurant/ Cafes

Very high

high

medium

low

very low

Figure 65 Ratings for Filler Features

An overall rating was given to identify the most favorable features.

Walk through tunnel with 180 degree view was most favored

Touch pools were the most favored add-on feature

Souvenir/ gift shop was the most favored filler feature

These features should be considered while finalizing a high level concept for the MRCI centre.
The favorable range of basic fee, fee for add-on features, fee for filler features and total package
price was asked and the responses are as follows.

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Rs 401 - 500

0
1

Rs 301 - 400

Rs 201 - 300

0
0
0

0
3
1
2

Rs 101 - 200

3
1

Rs 81 - 100

2
1
1
1

Rs 61 - 80

1
1
1

Rs 41 - 60

0
1
0

Rs 21 - 40

1
0

Basic fee

2
Num ber of schools
Fee for Add-on features Fee for filler features

3
Total package price

Figure 66 Favorable price ranges for the MRCI centre selected by the schools

Based on the responses an average price is as follows


Table 22 Average price

Average price

Basic entry fee

Add on features

Filler features

Entire Package

INR 148

INR 88

INR 115

INR 208

This together with the past spending behavior can be used to get ideal price range for pricing the
package for school group tours to the MRCI centre.
Schools were also asking their preferences for various educational activities that could be
potentially organized in the MRCI centre. These preferences should be considered for deciding
the educational activities of the MRCI centre.

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Interactive activities like swim m ing


with dolphins
Daylong tour of the Oceanarium
Sleepover program s

8%
10%
15%

Lecture series

17%

Interactive workshops

24%

Special m ovie screening for children

27%

Figure 67 Ranking of educational activities

Thus schools have shown a high level of interest in organizing student trips to the MRCI Centre.
Their preferences in terms of features in the MRCI Centre, educational activities, pricing etc
should be considered while developing the final concept for the MRCI Centre.

5.9.6

Response from the Tour Operators


Information on Dwarka trip

A typical itinerary of a tour package including Dwarka is: Ahmedabad Jamnagar


Dwarka Veraval Somnath Diu Sasan.

The months from October to May have the maximum number of tourists to Dwarka. Diwali
vacation in particular has the highest tourist flow.

On an average, 75% of the tourists plan their trips on their own. Apart from visit to temples
& other religious places, tourists visit beaches in their free time.

As tourists usually come as a family, budget hotels and 2-3 star hotels are preferred though
overall spending is limited in Dwarka. A trip to Dwarka which includes temple visit, food,
stay and sight seeing, costs in the range of Rs 2000 to Rs 3000 per person.

Response to the MRCI concept and inputs

All the tour/bus operators liked the idea of MRCI centre. They expressed that they would be
able to convince the tourists to visit the same.

All tour/bus operators showed interest for a tie up with such a facility.

9 out of 11 tour operators feel that Dwarka will be a suitable location for the MRCI centre.
Alternate locations for the MRCI Centre in the Gulf of Kutch suggested by them include
Okha and Mithapur.

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Advertisement through media vehicles was suggested to create awareness about the MRCI
centre.

As specified by most tour/ bus operators an entry fee of Rs 150 to 200 will be suitable for
the tourists to visit the facility.

Tour Operators seem to typically develop packages for the higher income group visitors of
Dwarka. They have shown positive reaction to the MRCI Centre. Their inputs should be
considered for deciding the pricing of the MRCI centre and for formulating the marketing
initiatives.

5.10

Finalized Concept for the MRCI Centre


Based on the results of the primary survey, primary discussion with industry experts and
secondary research a final Concept has been developed for the MRCI Centre.

5.10.1

Features

5.10.1.1 Education
Based on the primary survey with schools in Gujarat, having the following list of popular
educational activities will be suitable to the MRCI Centre

Special movie screening for school children

Interactive educational workshops related to marine life and animal science

Lecture series

The primary survey also points out that, popular recreational and educational activities are
focused for students of grade 5 and above. The educational activities of the MRCI Centre should
focus on the same grades.
Typical time spent on such activities ranges from 3-8 hrs as per the survey. The activities for
students in the MRCI Centre should also be planned to occupy the students for such duration.

5.10.1.2 Conservation and Research

Research activities would be taken up by collaborating with other organizations.

Conservation activities include breeding and preserving endangered species. Conservation


will be strengthened by the research activities in terms of expert knowledge and application
of improved methods.

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5.10.1.3 Infotainment
Core Features
The results of the primary survey highlighted the 360 degree walk through tunnel as the most
preferred core feature for the MRCI Centre. The schools have selected the walk through tunnel
with 180 degree view as the most favored.
The 360 degree tunnel would have more of acrylic material and thus higher manufacturing cost
due to its shape. As acrylic accounts for almost 20 % of project cost, this would increase the
project cost appreciably. Therefore a walkthrough tunnel with 180 degree is a better option as it
provides the visitor with a similar experience and is cheaper than the 360 degree tunnel.

Add-on Features
The most favored add-on feature was Dolphin Show closely followed by display of Penguins.
Creating an environment for the penguins would be very costly. The cost associated with the
dolphin show on the other hand depends on the size of tank, seating audience targeted, number
of dolphins to be trained etc. Therefore, the MRCI centre can have a small sized dolphin show
as its add-on feature.

Fillers
Filler features mainly act as an additional source of revenue. The popular choices for filler
features as per the primary survey were good restaurant/ caf and game zone for kids. The
MRCI centre can have a good restaurant and caf. In addition, based on the favorable response
from schools, a souvenir/gift shop can be setup and a small scale game zone can be added
The infotainment features suitable for the MRCI centre are summarized below.
Table 23 Finalized features of the MRCI centre

Education Features
Special movie screening for school children
Interactive educational workshops related to marine life and animal science
Lecture series
Conservation and Research
Research activities would be taken up by collaborating with other organizations.
Conservation activities include breeding and preserving endangered species.
Infotainment Features
Core Feature

Add-on Feature

4th generation: Walk through


tunnel having 180 view

Dolphin show

Fillers
Restaurant
Souvenir/Gift shops
Game Zone

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5.10.2

Positioning
Based on the above features the positioning of the MRCI centre has been determined.
Focus on Education and infotainment (spreading awareness, providing education and
infotainment) along with Research and Conservation activities.

5.11

Socio-Economic Benefits
The MRCI Centre would contribute positively to the social, economic and ecological
development of the area and its people.

5.11.1

Ecological Benefits
Marine life conservation
Breeding and conservation activities of the MRCI Centre will play an important role in
preserving rare and endangered species

Marine life research


Research institutes will get an opportunity to collaborate with the MRCI Centre to study various
species of marine life up close. Scope of research includes improving husbandry methods,
developing innovative and exciting new exhibits, contributing to the understanding of the
underwater world and applying new discoveries to the conservation of aquatic life.

Marine life awareness


The various exhibits and related information on them will help in creating public awareness on
marine biodiversity and its concerns

5.11.2

Social and economic benefits


Employment
The MRCI centre will create temporary employment during the construction phase. Also it
would create several permanent jobs for on-site activities like marketing, operations,
maintenance of the MRCI Centre.

Infotainment
This MRCI centre will act as a premier infotainment destination of the city. It will improve the
overall reputation of the city.

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Education
Special education programs of the MRCI Centre will help foster knowledge in the domain of
marine biodiversity

5.12

Financial Feasibility

5.12.1

Key Assumptions for the Financial Model

5.12.1.1 Launch Date


It has been assumed that the process of finalizing the PPP partner would be completed by
December 2009. The construction would start in Jan 2010. It would take about 24 months for
construction to complete. So the MRCI centre would launch its operations on 1 April 2012.

5.12.1.2 Capital Expenditure (Capex)


Based on discussions with an international technical consultant, the cost of construction of the
facility of the desired scale and scope, cost of specialized works and pre-operative costs would
be approximately INR 40 crore. This does not include the cost of land, development costs
required etc which has been estimated to be approximately INR 10 crore. Thus the total capital
expenditure has been estimated to be INR 49.96 crore. The break up of the capex has been
provided below:
Table 24 Capital expenditure split

Land Cost

INR 3.04 crore

Acrylic Cost

INR 8.04 crore

Construction Cost

INR 13.8 crore

Exhibits

INR 3.2 crore

Other Specialized Work

INR 1.26 crore

Start-up Costs

INR 9.57 crore

Development Costs

INR 6.5 crore

Contingencies

+10%

Total

INR 49.96 crore

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Land cost
The land cost has been calculated based on the total land requirement for the project and the
cost of land per acre in the desired location.
Total Area required for the MRCI Centre
Table 25 Land area requirement

Area for the aquarium

acre

Area for facilities like parking etc

acre

1
1

Area for future expansion activities

acre

10

Total Area for the MRCI Centre

acre

12

The area of the aquarium has been assumed to be 1 acre based on interaction with
international technical consultants.

In addition, almost same area is required for providing facilities like parking for visitors.

Based on interaction with GEC and future development plans around the MRCI centre, an
area of 10 acre would be kept aside for future activities

Therefore, the total required land is 12 acres

Cost of land

Based on interaction with real-estate agent in Dwarka, a 5.5 acre plot which is about 1 km
from beach is available at INR 40/sq ft. An escalation of 30% of land cost has been
assumed.

Cost associated with registration of land including registration fees, stamp duty and taxes
have been assumed at 12% of land cost.

Therefore the land cost is INR 22,65,120 per acre

Total Land Cost = Total Area in acre x Land Cost per acre = INR 3.04 Crore

Acrylic Cost
The total cost of acrylic material was based on the identified dimensions as below.

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Pre-feasibility Assessment of Marine Research, Conservation & Information Center
June 2009

Tank
4m

acrylic

0.3
meter

2.4
meter

Entry

Exit
24
m

2.4
meter

2.1
meter
2.1
meter

concrete

Tunnel

concre
te

Acrylic

Front View of tank

50 meter
long
acrylic
tunnel
30 meter

Top View of tank

Figure 68 Dimensions of tunnel and tank

The cost of a 50 m acrylic tunnel as above was obtained from an acrylic manufacturer as INR
2.8 crore. Since acrylic is manufactured only in three countries in the world, it needs to be
imported to India. Hence cost of transportation to India by ship as well as import duty and other
taxes need to be paid which have been assumed to be 40% of the cost of acrylic.
Also, acrylic would be required for developing partitions within the main tank. Assuming that
for the tank of above dimensions, 2-3 partitions would be required, the cost has been escalated
by 1.05 times.
Total Cost of Acrylic is 2.8*(1+40%)*(1+1.05) = INR 8.04 crore

Construction Cost
Based on discussion with international technical consultant, construction accounts for about
34% to 35% of the project cost (excluding cost of land and development costs)
Total Construction Cost = 34.5%*40 = INR 13.8 crore

Exhibits
Based on discussion with international technical consultant, exhibits account for about 4% to
8% of the project cost (excluding cost of land and development costs). Thus the exhibit cost has
been assumed to be around 8%.
Total Exhibit Cost = 8%*40 = INR 3.2 crore

Other Specialized Work


Based on discussion with international technical consultant, specialized works accounts for
about 31% of the total project cost which is INR 12.5 crore. This includes Life Support System,
Decoration - Interior and Exterior, Acrylic, Exhibits. The Other Specialized Work excludes the
acrylic and exhibits.

Life Support Systems

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June 2009

The cost of providing Life Support System for supporting the flora and fauna of a 50 m
tunnel aquarium was obtained from a Chinese provider as USD150,000 FOB.

About 85% of the system is available locally in India based on discussion with international
technical consultants as well as Indian providers. Thus only 15% needs to be imported.

However, the cost of the 85% system has been inflated by 10% over the Chinese costs
which are typically lower than the Indian cost structure. The balance 15% which needs to be
imported would have cost associated with transportation as well as duty and other taxes
which have been assumed at 40% of the cost.

This would account for the system requirements for the main tank. For providing additional
features, extra 10% cost has been built.

Total Life Support System Cost = (150000*(1+10%)*50)*(1+15%*40%)*1.1= INR 0.96 crore


Decoration - Interior and exterior
The balance cost out of the specialized works is the cost of decoration for the interior and
exterior of the MRCI Centre.
Total Decoration Cost = INR 0.3 crore.
Total Cost for Other Specialized Works = INR 1.26 crore

Startup Costs
Marketing Expense
INR 2 crore has been set aside for the marketing efforts. This would include launching
television campaigns on popular channels in Gujarat, advertisements in popular newspapers and
magazines of Gujarat, for publishing brochures to increase awareness as well as organizing visit
to schools in Gujarat for group visits.
Total Marketing Expense = INR 2 crore
Project Consulting Fee
Consultants would be required during the pre-operative stage to monitor the entire development
and construction process against the agreed project plan. This would involve tracking the tasks
as per the agreed timelines, issue escalation especially in times of delays and identifying project
risks which may affect the timelines. Also, consulting assistance would be required for
developing RFP and selecting an appropriate technical consultant as well as private developer.
The cost for the consulting assistance was assumed to be INR 2 crore based on fees charged by
consulting companies for a project of such scale and duration.
Total Project Consulting Fee = INR 2 crore

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June 2009

Salary & Wages pre operative stage


It has been assumed that there would be 3 foreigners working full time and 1 foreigner at middle
management level to oversee work for 6 months and 1 foreigner at senior level spending about a
month. Cost associated with their international travel has also been incorporated. Also 6 month
salary for local people hired for operating the aquarium has also been included.
Total Salary & Wages pre operative stage = INR 3.44 crore
Staff Hiring and Training
Staff at various levels would be hired for running the facility. This accounts to about INR 1.14
crore. This local staff would need to be trained during the construction phase of the project itself
so that they can start running the facility once it kicks-off operations. Training costs have been
built in as one month salary of the local hires as per industry practices. This accounts to an
additional INR 0.1 crore.
Total Staff Hiring and Training = 1.14 + 0.1 = INR 1.24 crore
Miscellaneous
Various other expenses like Company Formation Expense, Expense for receiving regulatory
approvals, Ticketing System Cost, Furniture Cost for office and visitors etc have also been
assumed.

Road Development Costs


Road Construction
Typically, it costs about INR 8 crore per km for converting a 2 lane highway to a 4 lane
highway suitable for vehicles at 100km speed. Using this ballpark figure, for converting a one
lane road to a two lane road for normal use, cost of road development has been assumed at one
fourth this cost i.e. INR 4 crore.
Land Acquisition for developing the road
Cost of land for developing the road is as per the rate of land in that specific location. It is
assumed to be INR 2.5 crore.
Total Road Development Costs = 4 + 2.5 = INR 6.5 crore

5.12.1.3 Operating Expenditure (Opex)


The various cost heads for operating expenses have been identified based on analysis of Annual
Reports of existing aquariums around the world. The high level break up of cost across these
heads has been assumed in line with that experienced by existing aquarium internationally. The

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June 2009

break up of cost across various years was analyzed to arrive at the final cost break up for the
MRCI centre which is as follows
Table 26 Operating expenditure split

Salaries and benefits

42%

LSS and utilities

13%

Husbandry related

2%

Filler activities related

22%

Marketing expenses

6%

Professional fees

3%

Others

12%

The overall operating expense for the first year of operation has been assumed at INR 5 crore.
This is based on discussions with international aquarium consultant as well as high-level
calculations of operating expense incurred by underwater world (UWW) Pattaya, considering
its revenue, capex and breakeven of two years.
The growth of operating expenditure under each head has been outlined below.

FY12

FY13

FY14

FY15

FY16

FY17

Salaries and
benefits

15%

15%

15%

10%

10%

LSS and
utilities

10%

10%

10%

12%

12%

Husbandry
related

5%

5%

5%

5%

5%

Filler
activities
related

11%

5%

5%

5%

5%

Marketing
expenses

25%

20%

15%

10%

7%

Professional
fees

25%

20%

15%

10%

7%

Figure 69 Growth of operating expenses

Salaries and Benefits Initially a high 15% salary increment has been assumed year on year
to be able to hire competent staff and retain them considering the launch of several Marine
Facilities around that time in India.
The typical organization structure for the MRCI Facility has been outlined below:

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June 2009

Chairman/ MD

Director (Finance and


Marketing)

Director (Operations)

Manager
(Operations)

Supervisor
(Operations)

LSS
Operations
Team

Decorations
Maintenance
Team

Veterinary
Team

Team for
Upkeep of
Fishes

Subject Expert
(Part time)

Manager
(Marketing)

Supervisor
(Admin)

Marketing
Team

Manager
(Finance and
Accounts)

Strategy and
Planning Team

Finance
Team

Security
Team

House
Keeping
Team

Manager
(Strategy and
Planning)

Accounts
Team

Ticketing
Team

Figure 70 Organisation structure of the MRCI centre

Life Support Systems and Utilities The costs associated with this head would increase
with increasing age of the equipment.

Husbandry related The costs associated with food etc for the fauna has been assume to
increase at the rate of WPI (Wholesale Price Index)

Filler activities related These are costs associated with operating restaurant, gift shop etc.
In the initial years, this has been expected to grow at a rate lower than the rate of growth of
revenue. Higher the growth in the number of visitors, higher would be the usage of
restaurants etc and thus higher the growth in associated expenses.

Marketing Expenses - Initially advertising expenses would be high to spread awareness


about the concept and its uniqueness. Once some basic level of awareness has been created,
then these expenses could increase at nominal rate.

Professional Fees This pertains to expenses towards consulting support as well as audit
and legal fees. Initially consulting and technical support required would be high. Once the
local people get trained then this head would increase at nominal rate.

5.12.1.4 Revenue
Tourist and visitor flow to Dwarka, proportion of the same likely to visit the MRCI centre and
the total package price they are likely to pay are required to calculate the revenue. For

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June 2009

calculating the revenue in subsequent years the growth rates for the tourists and visitors to
Dwarka and for the footfall to the MRCI centre is required.

Tourist and visitor flow to Dwarka


Tourists are those who stay overnight in Dwarka and Visitors are those who do a morning
evening type of visit. The number of tourists and visitors for FY07 and the growth rate for
subsequent years is taken as follows.
FY07 (available
info)

Assumed info

Visitors to Dwarka

1,629,915

YoY Growth of 5 %

Tourists to Dwarka

837,085

YoY Growth of 5 %

Figure 71 Tourist and visitor flow to Dwarka

Given the current and expected increase in religious tourism in India, increased focus of
Tourism Corporation of Gujarat Limited on organizing tour packages to religious places in
Gujarat as well as based on interactions with hotels in Dwarka, we expect the tourists to Dwarka
to keep increasing year on year at a nominal rate of 5%. Similarly, we expect the number of day
time visitors to Dwarka to keep increasing at a nominal rate of 5%.

Footfalls for the MRCI Centre


Footfalls to the MRCI centre will be calculated based on the Proportion of Tourists (overnight
stay) to Dwarka and Proportion of Visitors (same day return) to Dwarka who are likely to visit
the MRCI Centre.
Footfall to the MRCI Centre as a proportion of tourists (overnight stay) to Dwarka
The proportion of tourists to Dwarka who are likely to visit the MRCI centre has been
calculated based on the inputs received during the primary survey.
The total probability is the product of the

Probability based on the respondents intention to visit the MRCI Centre (Step 1)

Probability based on his/her past behavior. (Step 2)

Step 1
The probability based on the respondents intention to visit is calculated as follows. The
intention to visit is coded as shown in the following figure.

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June 2009

Probability based on intention to


visit

Intention to visit

0
Zero

Non Zero (x)


Would you visit Dwarka
specially for the
oceanarium?

Non zero
intention (x)

No

Yes

Would you visit the oceanarium in your


free time while you visit Dwarka?

Coding based on how often you visit


Dwarka?

Do you plan to visit Dwarka sometime?

Probably
Visit

0.75

May or may
not visit

No (0)

Yes (1)

Non zero intention (x)


Definitely
visit

Non zero
intention (x)

0.5

Probably
not visit

Definitely
not visit

Non zero
intention (x)
Yes (1)

0 or NA

0
Figure 72 Probability based on the respondents intention to visit the MRCI Centre

Step 2
The probability based on past behavior was calculated as follows

Frequency of visit for various activities (e.g. movies, water parks etc) was coded using the
below table for each respondent
Table 27 Coding for frequency of visits

More than once a month

16

Once a month

12

Once in 2-3 months/ About 4-6 times a year

Once in 4-5 months/ About 3 times a year

Once in 6 months/ About 2 times a year

Once a year

Dont do

Total of number of visits was calculated for each respondent excluding the number for
restaurants

The number of visits was coded to calculate the probability based on past visit behavior for
each respondent

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June 2009

Table 28 Probability based on number of visits

More than 28 visits

third quartile

More then 23 visits


More the 18.5 visits

0.9
Median

0.8

More than 16 visits


More than 11 visits

0.7
first quartile

0.5

Less than 11 visits

Once both the above probabilities were calculated, the total probability is calculated
Total probability
=
Probability based on intention to visit

x
Probability based on past visit behaviour
Figure 73 Total probability calculation

Proportion of tourists to Dwarka


likely to visit the MRCI Centre

FY13

FY14

FY15

FY16

FY17

FY18

FY19

17%

20%

22%

22%

22%

22%

22%

Figure 74 Growth rate of proportion of tourists

The survey reflects 17% of the tourists would visit the MRCI centre. This has been assumed to
increase to 22% by FY15 and thereby remain constant. This is because there would be
awareness created about the MRCI centre through advertising and marketing campaigns as well
as word of mouth publicity which would attract much more tourists in the initial years.
Footfall to the MRCI Centre as a percentage of visitors (same day return) to Dwarka

Proportion of visitors to Dwarka


likely to visit the MRCI Centre

FY13

FY14

FY15

FY16

FY17

FY18

FY19

9%

11%

12%

12%

12%

12%

12%

Figure 75 Growth rate of proportion of visitors

The proportion of visitors to Dwarka who are likely to visit the MRCI centre has been assumed
to be approximately half of that of the tourists in the first year. This has been assumed to grow
at nominal rate for the next two years, lower than that assumed for the tourists. The proportion
would be lower because given their one-day travel plans, these people have less free time
available at their disposal.

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June 2009

Proportion of Children in total footfall


The proportion of children has been assumed as 50%. Typically people visit Dwarka with
family including children as indicated by hotel operators in Dwarka and the choice of visiting
the MRCI centre would be driven by interest generated amongst children to a large extent.

Pricing for the MRCI Centre


Total Package Price (Adults)
For FY12, the total package price is INR 225. This has been calculated based on the inputs
received during the primary survey.
The average spending per head is the weighted average of

Indicated Package Price for the MRCI centre (Step 1)

Added Package Price for the MRCI centre (Step 2)

Average spend per activity based on past behavior (Step 3)

Step 1: Calculating the Indicated Package Price


Each respondent was asked his/her favorable price range for the entire package and an average
price was assigned for the indicated price range as per the below table
Table 29 Assigned average price

Options for price range (Rs. )

Assigned Average price (Rs.)

<20

15

20 - 40

30

41 - 60

50

61 - 80

70

81 - 100

90

101 - 200

150

201 - 300

250

301 - 400

350

401 - 500

450

>500

550

Step 2: Calculating the Added Package Price


Each respondent was asked his/her favorable price range for the following:

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June 2009

Entry fee

Price for add-ons

Price for filler activities

Average prices were assigned to each of these based on the table


Table 30 Assigned average price

Selected price range (Rs. )

Assigned Average price (Rs.)

<20

15

20 - 40

30

41 - 60

50

61 - 80

70

81 - 100

90

101 - 200

150

201 - 300

250

301 - 400

350

401 - 500

450

>500

550

The sum of the average prices was calculated as follows.

Added Package Price = Entry fee + Add-on price + Filler price

Step 3: Calculating Average Spend per Activity based on past behavior


Frequency of visit for various activities was coded using the look up table below for each
respondent
Table 31 Coding for frequency of visit

More than once a month

16

Once a month

12

Once in 2-3 months/ About 4-6 times a year

Once in 4-5 months/ About 3 times a year

Once in 6 months/ About 2 times a year

Once a year

Dont do

Total Spend (Frequency of visit * Spend per visit) was calculated for each respondent excluding
spend for restaurants and picnics outside hometown. And average Spend per Activity = (Total
Spend) / (total number of visits)

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June 2009

Final Step
Weights were assigned to the Indicated Package Price, Added Package Price and Average spend
per activity based on past behavior as follows
Table 32 Weights for different prices

Component

Weights

Average spend based on past behavior


Indicated Package Price

20
30

Added Package Price

50

Total package therefore is as follows


Total Package Price = Weighted average of:

Indicated package price for the oceanarium


Added package price (sum of entry fee, add-on price and filler price) for the oceanarium
Average spend per activity based on past behaviour

Figure 76 Final package price calculation

Note: Only those respondents have been taken into account who gave responses to all of the
questions related to price for MRCI Centre.
Total Package Price (Children)
Table 33 Benchmarks for % of child fee of Adult fee

Name of facility

Adult fee

Child Fee

Child fee/
Adult Fee (%)

National Aquarium
of new zealand

INR 445

INR 230

52%

UWW Pattaya

450 baht

250 baht

55%

Shanku water park


(mehsana)

INR 130

INR 80

62%

Water fun park


(surat)

INR 250

INR 140

56%

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Based on the above, on the conservative side, the average spend per head for a child is assumed
to be 50% of that of adult. Therefore, for FY12, the total package price for children is INR
112.5.
Growth Rate of Ticket Price
A 15% increase every third year has been assumed based on the ticket price growth observed in
an international marine facility (underwater world Singapore).

5.12.2

Key Financial Results

5.12.2.1 Revenue
140
113

120

124

93
85 89

100
INR Crore

118

80

CAGR

60

16%
27 28 30
21 22
15 16 17 20
9 11 12 13

FY13

FY14

40
20

36 38 40

48 50 53

70
64 67

FY42

FY41

FY40

FY39

FY38

FY37

FY36

FY35

FY34

FY33

FY32

FY31

FY30

FY29

FY28

FY27

FY26

FY25

FY24

FY23

FY22

FY21

FY20

FY19

FY18

FY17

FY16

FY15

Figure 77 Revenue graph

The revenue increases from INR 6.54 Crore in FY13 to INR 124.35 Crore in FY 42

CAGR for the first five years is 16%. This is primarily driven by increase in footfalls over
the initial five years of operation

Revenue grows in a step wise manner because of the step wise growth in ticket price

83

FY42

75

FY41

68

FY40

61

FY39

55

FY38

50

FY37

45

FY36

41

FY35

37

FY34

FY33

FY32

FY31

FY30

FY29

FY28

FY18

FY27

FY17

FY26

FY16

FY25

FY24

FY23

FY22

FY21

FY20

FY15

13%

30 33
25 28
21 23
19
17
13 14 16
9 10 11 12

FY19

CAGR

FY14

90
80
70
60
50
40
30
20
10
0

FY13

INR Crore

5.12.2.2 Operating Expenses

Figure 78 Operating expenditure graph

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Opex increases from INR 5 Crore to INR 83.4 Crore in FY42

CAGR for the first three years is 13%. This is primarily driven by high increase in salary
expenses as well as expenses on marketing activities

Opex grows at a constant rate from FY17 onwards

5.12.2.3 Capital Infusion


Total Project Cost
Contribution by
developer,
INR 20.61 Crore
41%

Contribution by
GoG,
INR 30.0 Crore
59%
Figure 79 Capital expenditure contribution

The total project cost by the end of the construction period will be INR 50.61 Crore

Out of this the private party contribution will be INR 20.61 Crore

It has been assumed that the GoG funding is 30 Crores

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June 2009

First year project requirement


Debt,
INR 15.6 Crores
31%

Contribution by
Developer,
INR 20.9 Crores
41%

Equity,
INR 5.3 Crores
10%
Contribution by GoG,
INR 30 Crores
59%
Figure 80 First year project requirement contribution

The private player will fund INR 20.9 Crore of the first year project contribution

INR 19.96 crore of this is towards Capex, interest during construction on loan and funding
the operating losses

INR 15.6 is through long term debt and INR 5.3 is through equity

5.12.2.4 Profit after Tax


70
60

60

40 40

40
30 30 30

30

22 22 23
8

FY27

FY22

FY26

FY24

FY23

FY21

FY20

FY19

FY18

10

FY17

20

FY16

INR Crore

50

12 12 12

16 16 17

FY42

FY41

FY40

FY39

FY38

FY37

FY36

FY35

FY34

FY33

FY32

FY31

FY30

FY15

FY29

-1
FY28

-1

FY25

-2

FY14

-10

FY13

Figure 81 PAT

The profit after taxes turns positive from FY16

The drop in PAT from FY20 to FY21 is on account of net taxable income after accounting
for carry forward losses turning positive resulting in tax payment and thus reducing the
overall PAT

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June 2009

5.12.3

These calculations are based on the assumption that the concession period is 30 years. Two
of the planned marine facilities in India, one in Tamil Nadu and the other in Andhra
Pradesh, are going to take place under a PPP arrangement with concession periods of 30 and
33 years respectively.

Key Scenarios
Four scenarios were created by changing the footfall, opex and blended price per head of the
base case. The project returns and the equity returns in the form of IRR was looked into for each
scenario.
Base Case
Footfall (FY12)

3,87,284

Blended price*
(FY12)

Operational
Expenses (FY12)

INR 168.75

INR 5 crore

Project Returns

Equity Returns

IRR

IRR

13.8%

18.1%

Figure 82 Base case

Scenarios
Footfall

Blended price*

Opex

Project Returns

(FY12)

(FY12)

(FY12)

IRR

IRR

Pessimistic 1

-5%

-5%

+5%

11.2%

14.2%

Pessimistic 2

-10%

-10%

+10%

7.9%

9.6%

Case

Equity Returns

Optimistic 1

5%

5%

-5%

15.9%

21.7%

Optimistic 2

10%

10%

-10%

17.9%

25.2%

Figure 83 Scenarios

5.13

Public Private Partnership for the MRCI Centre


A public private partnership (PPP) arrangement would be favorable for the MRCI project. The
various advantages of a PPP arrangement for this project have been outlined below.

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June 2009

Ease of getting private


participation

Efficient Operation

Based on the primary interactions


with aquarium builders and
contractors, there is increasing
interest in investing in such projects
in India.

Being a new area, the private


bodys involvement will be
necessary to ensure efficient
operation and to offer good
customer service

Advantages
of PPP for
the MRCI
Center

Better value for Money


Given the limited capabilities
available within India to develop an
MRCI Centre, PPP will offer better
value for money for the project in
terms of cost efficient procurement
of infrastructure as well as facility
development

Risk Transfer
The risks associated with the
project can be shared to a certain
extent with the private party using
the appropriate PPP arrangement

Figure 84 Advantages of PPP for the MRCI centre

To be able to successfully implement a PPP, it is necessary to first identify a suitable PPP


arrangement for the MRCI Centre.

5.13.1

Types of PPP arrangements


There exist various types of Public Private Partnership arrangements. Under PPP arrangements,
a single contract is drawn up between the private organization and public body which covers all
elements of the project.
Key elements include the following:

Designing and building

Operation and maintenance

Finance

Ownership

These elements can be combined in a variety of ways to produce a number of different


partnership structures. Some of them are shown below:

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Table 34 Different PPP arrangements

Schemes
Design-Build (DB)
Build-Transfer (BT)
Build-Transfer-Operate (BTO)
Design-Build-Operate (DBO)
Build-Operate-Transfer (BOT)
Build-Own-Operate-Transfer (BOOT)
Design-Build-Finance-Operate Transfer
(DBFOT)
Build-Own-Operate (BOO)

Some of the existing aquariums in the world have effectively utilized PPP arrangements like
Build-Own-Operate-Transfer (BOOT). An example of an existing aquarium using this
arrangement is as follows.
Busan Aquarium
Public Body Involved

Private organisation involved

Local Government

Construction period

Mode

One year (Nov


2000-Nov 2001)

The Oceanis Group is a subsidiary of the Living and Leisure Australia


Group, a professional investment company in the tourism and leisure
sector

Busan Aquarium was developed on a BOOT (Build-Own-OperateTransfer) basis in which the Oceanis Group was the sole investor.
The Group continues to operate the Aquarium as part of a 20-year lease

Other Details

Local government provided foreign investment incentives to the investor

Various aquarium projects which are proposed to be built in India are going to take place under
Design-Build-Finance-Operate-Transfer (DBFOT) PPP arrangement.

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Table 35 PPP arrangement for proposed aquariums

Proposed Aquarium

Taraporewala

Tamilnadu

Kochi

Visakhapatnam

Public Body involved

Government of
Maharashtra,
Fisheries
Department

Tamil Nadu Tourism


Development
Corporation

State government
and the Union
ministry of earth
sciences

Greater Visakhapatnam
Municipal Corporation

Responsibility of private
party

DBFOT

DBFOT

DBFOT

DBFOT

Concession Period

NA

30 years

NA

33 years

Ownership Details

NA

NA

51% stake to private


and 49 % to the
public body

NA

Land possession details

Lease period

30 year lease.
Private body needs
to pay market value
to public entity

NA

NA

% of turnover share to
public body every year

NA

Minimum of 3 % of
gross turnover
earned

NA

NA

Key Considerations

The DBFOT arrangement is a favorable arrangement for the MRCI Centre considering the lack
of in house expertise to develop and operate the facility on its own.

5.13.2

Project Risks and Mitigation


The PPP arrangement for the MRCI Centre should address the risks associated with projects of
such type and scale.

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Financing Risks
Land Procurement
Regulatory Risks

Development
Period Risks

Cost- escalation

Maintenance
related

Delay in
construction

Construction
Period Risks

Change of scope

Key Risks

Operational
Period Risks

Failure to meet
specifications

Competition
Support
Infrastructure
related

Force Majeure
and other risks

Force Majeure
Termination

Figure 85 Key project risks

5.13.2.1 Development Period


TYPE

RISK

MITIGATION

Financing

Specify a time period for achieving financial


closure. Details about the financing arrangements
in terms of amounts and sources including debt
and equity components should be finalized

Concessionaire should be penalized for delays

Performance security should be obtained from


the Concessionaire

Concessioning authority should ensure land


availability before the bidding stage itself

Discussions should be initiated with forests


department,
tourism
department,
local
municipality etc to get relevant approvals and
consents before hand.

Local social mood should be assessed to


anticipate any protest against the prescribed land
use.

Land
Procurement

There exists a risk


of the private party
not achieving
financial closure
within a
reasonable time

Risk exists if
required land is
not acquired on
time. In such a
case,
concessionaing
authority may
need to
compensate
monetary damages
to private party

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TYPE

Regulatory
Risk

RISK

MITIGATION

There may be
associated social
risks in terms of
opposition from
locals

Risk of delay in
acquiring relevant
approvals

Regulatory approvals required, the relevant


authorities and typical timelines should be
identified

Risk with meeting


regulatory
standards and
norms

Discussion should be initiated with relevant


authorities like forest department, local
municipalities, tourism department etc initially
itself to obtain their buy-in

Project may be given to international contractors


with established credentials to be able to meet
prescribed technical norms

5.13.2.2 Construction Period


TYPE

RISK

Cost
Escalation

Delay in
project
completion

MITIGATION

Additional cost to
acquire permits in
case performance
requirements are
added/enhanced by
the
authorized
body

Costs associated with permits should be assessed


and suitably incorporated in the finalized
business plan
Concessioning authority should enter into a fixed
price contract to transfer risk of cost escalations
to the private party

Cost escalations
can arise due to
market
fluctuations

Agree on a limit to the cost escalation within


which the private party would share the risk.
Above this set limit, concessioning authority
would also share the additional cost in a predecided manner.

Delay of project
completion could
be due to various
factors like delay
in
procuring
materials,

equipment etc

Develop and agree on a Project Completion


Schedule including interim deliverables as well
as commercial operations date with the
concessionaire
The damages payable for delay by the
Concessionaire needs to be adequately covered

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TYPE

RISK

Failure to meet
specifications

Change of
scope

MITIGATION

This delay will


effect the planned

launch date and


may
result in
additional costs.
Failure to achieve
sync with the predefined norms,
equipment
specifications and
display standards
may result in
additional costs.

in the contracts
Project may be given to international contractors
with established credentials to avoid delays in
project completion

The cost of rectification should be covered in the


construction contracts

Any changes in

law, introduction
of new technology,
change in market

scenario etc might


force a change in
scope

Concessioning authority should have the final


call on any change of scope related issues
Proper procedure has to be defined in the
agreement for change of scope which should
cover finance considerations and variation of
scope allowed

5.13.2.3 Operational Period


TYPE

RISK

Maintenance
Related

Competition

MITIGATION

Non-adherence to
operation
and
maintenance
standards may lead
to an inefficient
operation of the
facility

It may also result


in breakdown and
accidents

Being an
infotainment
venue, a similar
venue in the
same/near-by area
can pose a serious

Such risks may be transferred to O&M operator


through suitable contractual provisions
For any breakdown that can be attributed to the
operation of the system, the penalties must be
transferred to the O&M operator

Clause mentioning that the concessionaire or any


of its subsidiaries cannot be directly or indirectly
related to any aquarium related business within a
certain radius should be included

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TYPE

RISK

MITIGATION

threat to the
footfall for this
facility
Support
Infrastructure

Revenue
Related

Lack of
availability of
24x7 supply of
water, electricity
etc poses a serious
threat to the
operation of the
facility
Revenue will be
impacted if the
predicted footfall
is not achieved

Need to secure higher priority status from the


Government

Sufficient back-up should be available at all


times both for water and electricity

Concessioning authority should share the


revenue risk with the private party by taking
responsibility of ensuring a minimum number of
visitors to the MRCI Centre

Concessioning authority should develop a plan


for ensuring the footfall target and involve
tourism department in the same

5.13.2.4 Other Risks


TYPE

RISK

Force Majeure

Termination

MITIGATION

Force Majeure
events like
cyclones, flooding,
destruction due to

rising sea level and


other such natural
calamities and

unforeseen events
can cause
significant
negative impact on
the project
including
termination of the
project

Plan of action in any force majeure event, for


the concessionaire and concessioning authority
should be clearly laid out in the agreement

Termination due to
either
partys
default
could

Consequences of termination due to the


concessionaires default should be clearly put in
the agreement/ contract to avoid any disputes.

The project should be insured appropriately


against any natural calamity possible
The MRCI Centre structure should be designed
appropriately to sustain any rise in sea level.

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TYPE

RISK

MITIGATION

result
in
significant
cost
and time overruns

5.13.3

Appropriate penalties must be mentioned

PPP arrangement for the MRCI Centre


Design-Build-Finance-Operate-Transfer arrangement with the private party appears favorable
for the MRCI Centre. Based on the financial model and expected returns of private developers
in projects of similar tenure, the optimum concession period as per the pre-feasibility is 30
years.
The various risks faced in such an arrangement could be mitigated by taking appropriate steps
as outlined in the previous section. The financing arrangement and operating parameters for
such an arrangement have been detailed below:

5.13.3.1 Financing Arrangements

The Private Party shall Design, Build, Finance, Operate and Transfer the Aquarium as per
the Detailed Business Plan approved by the concessioning authority.

Concessioning authority grants to the Private Party :

Viability gap funding

From the above funding INR 10 Crore would be in kind in the form of land acquisition
and development, road and infrastructure development, and costs incurred in acquiring
regulatory approvals

Remaining capital cost shall be borne by the private party

All other duties, charges, fees, costs and expenses shall be borne and paid by the Private
Party

5.13.3.2 Operating Parameters

An effective date is defined and the construction should be completed within specified
number of months from the effective date as agreed in the agreement

The Private Party shall

Manage, operate and maintain the aquarium and regulate the use thereof;

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5.14

Demand, collect and appropriate charges from visitors and users;

Bear and pay all costs, expenses and charges in connection with or incidental to the
performance of the obligations of the Private Party under the agreement

Flexibility should be given to the private party in case of future expansion activities

Implementation Plan
There are certain key steps that define the way forward for the MRCI Centre. The road map for
the implementation plan is as follows.
Commercial
Operations Date

Finalize a Private Partner

Finalize and obtain


Agreement on the
Detailed Feasibility
Report from key
stakeholders

7
6
5

Commission
development of Detailed
Feasibility Report

Start Program
Management of the
development and
construction period

Sign the Concession


Agreement

2
Pre-feasibility
Study

Obtain regulatory
approvals and procure
the required land
Obtain Agreement on
the Pre-feasibility
report from key
stakeholders

0
1

Figure 86 Implementation roadmap

5.14.1

Details of Key Steps


The details of the critical steps outlined above are as follows.

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Agreement on the Pre-feasibility report from key stakeholders

Based on the Pre feasibility report, an Agreement and a Go- Ahead to be received from the key
Step 1

stake holders of this project (GoG, WB, Forests Department and Tourism Department)

Commission development of Detailed Feasibility Report

Step 2

Draft RFP to invite consultants to develop a Detailed techno-commercial Feasibility Report


Evaluate the response to the RFP and select the consultant
Development and Agreement on the Detailed Feasibility Report

Step 3

Detailed technical and financial feasibility study


Detailed concept plan
Technical specifications and Operational standards for implementation on PPP basis
Agreement on the Detailed Feasibility Report from key stakeholders
Regulatory approvals and Land procurement

Step 4

Preparation of applications in prescribed format and required documentation for various


approvals

Acquire relevant regulatory approvals for setting up the MRCI Center


Procure required land
Finalize a Developer

Select a consortium comprising of financial, commercial and legal consultants to prepare the
Step 5

Concession Agreement and the RFP Document

Invite bids from Developers


Evaluate the bids and select the Developer
Sign the Concession Agreement

Step 6

Agree on
Time schedule
Payment details and mechanism
Technical specifications to follow
Risk transfer mechanisms
Program management during development and construction period

Step 7

Monitor the execution of the project based on the interim milestones identified
Ensure timely release of funds for the project
Figure 87 Details of key implementation steps

5.14.2

Time schedule
The sequence of activities and the corresponding time required till the launch of commercial
operations is shown in the time schedule below:

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FY2010
Activity

Q1

Step 1

Agreement on the Prefeasibility report from key


stakeholders

Step 2

Commission
development of Detailed
Feasibility Report

Step 3

Development and
Agreement on the
Detailed Feasibility
Report

Step 4

Regulatory approvals and


Land procurement

Step 5

Finalize a Private Partner

Step 6

Sign the Concession


Agreement

Step 7

Program management
during development and
construction period

Q2

Q3

FY2011
Q4

Q1

Q2

Q3

FY2012
Q4

Q1

Q2

Q3

Q4

Figure 88 Time schedule for implementation

The MRCI centre would thus launch its operations on April 1, 2012.

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Appendices

6.1

Questionnaires for primary survey

6.1.1

Questionnaire for primary survey in Dwarka

I. INTERNAL DATA

Date

_____________________

Start Time

_____________________

End Time

_____________________

II. CUSTOMER DATA

Name

_____________________

Age

_____________________

Contact Number

_____________________

Respondent Type

1. Residents of Dwarka
2. Tourist in Dwarka

Gender

Male
Female

Household Income

Rs. 1 to 4 lakh
Rs. 4 to 7 lack
Rs. 7 to 10 lack
Above Rs. 10 lakh

SEC (to be determined


based on the responses to
questions below)
Occupation of Chief _____________________
Wage Earner (person in
your household who
makes
the
highest
contribution to your

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household income)
Education of Chief Wage _____________________
Earner

Fill the SEC in the table above based on the below classification:
Illiterate

Education

School
Upto 4
Years

School
5-9
years

SSC/
HSC

Some
College
but not
Graduate
5

Occupation

Graduate/
PostGraduateGeneral
6

Graduate/
PostGraduateProfessional
7

Unskilled workers

E2

E2

E1

Skilled workers

E2

E1

B2

B2

Petty traders

E2

B2

B2

Shop owners

B2

B1

A2

A2

None

B2

B1

A2

A2

A1

1-9

B2

B2

B1

A2

A1

A1

10+

B1

B1

A2

A2

A1

A1

A1

B2

B1

A2

A1

B2

B1

B1

Supervisory level

B2

B1

A2

Officers/
Executives-Junior

B2

B1

A2

A2

B1

B1

B1

B1

A2

A1

A1

Businessmen/Indu
strial-lists
with
no. of employees

Self-employed
professionals
Clerical
Salesmen

Officers/
Executives
Middle/Senior

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III. TRAVEL ARRANGEMENT


1

Where do you stay?


Dwarka
Gujarat (outside Dwarka)
Other Indian states (Apart form Gujarat)
Please specify: ____________________
NRI
Foreigner

If response is Dwarka, move to section IV, else continue

What is the purpose of your visit?


Religious
Leisure
Business
Personal (e.g. meeting relatives)
Others (please specify ______________________)

How often do you visit Dwarka?


Atleast once a month
3-4 times a year
Once in 6 months
Yearly
First visit
Others (please specify ______________________)

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Which day do you prefer visiting?


(Saturday, Sunday, Public Holiday)
Weekday
Festival Days

What is the duration of your trip?


Same day return
Overnight stay
2 Days
3 days
Others (please specify ______________________)

Is your itinerary for the trip completely planned (in terms of things to do and corresponding
timing)?
Yes
No

Did you take the help of a tour operator?


Yes
No

Apart from the temple visit, do you have anything else planned out?
Yes
No

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If yes, please provide details? __________________________________________________

How much would this trip cost you per head?


<Rs 500

Rs 501-1000

Rs 1001-1500

Rs 1501-2000

> Rs 2001

10 What is the breakup of cost in terms of food, stay, travel etc?


Food _______________
Stay

________________

Travel ________________
Others________________

11 Are the stay, food, transport facilities available as per you requirements?
Yes
No

12 If No, are you willing to spend more if the facilities are better?
Yes
No

13 How much free time do you have on hand during this trip?
Less than 2hr
2hr 3 hr

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3hr 4 hr
More than 4 hrs

14 Would you want to indulge in some entertainment activity in this free time?
Yes
No

15 If no, Why? ________________________________________________________________

If yes, continue, else move to Section IV


16 Which of these activities would you want to indulge in?
Visit to other temples
Trip to beaches and coastal areas
Restaurant
Movie
Others (please specify ______________________)

IV. ENTERTAINMENT BEHAVIOUR


17 Typically what do you do for entertainment in your normal life? And how often do you do
the same?
More than once a month
Eating out at restaurants
Once a month

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Once in 2-3 months/ About 4-6 times a year


Once in 4-5 months/ About 3 times a year
Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year
Watching movies/
cinema

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month
Once a month

Sightseeing places of
interest like museum,
aquarium/
Zoo, planetarium

Once in 2-3 months/ About 4-6 times a year


Once in 4-5 months/ About 3 times a year
Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month
Once a month

Amusement Park/ Water


Park

Once in 2-3 months/ About 4-6 times a year


Once in 4-5 months/ About 3 times a year
Once in 6 months/ About 2 times a year

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Once a year
Dont do
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year
Picnic/ outing to location
within hometown beaches, lakes

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year

Picnic/ outing to
locations outside
hometown

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do

18 Please rank these entertainment options in terms of your preference from 1 to 6 ( 1 being
highest and 6 being the lowest preference) (Tick the appropriate box)
RANK
Eating out at restaurants
Watching movies/ cinema
Sightseeing places of interest like museum,
aquarium/ Zoo, planetarium
Amusement Park/ Water Park

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Picnic/ outing to location within hometown beaches, lakes


Picnic/ outing to locations outside hometown

19 For the option ranked as 1 (top most), please provide the reason behind it being the most
preferred option.
__________________________________

20 Typically how much time do you spend per visit?


Eating out at restaurants
Watching movies/
cinema
Sightseeing places of
interest like museum,
aquarium/
zoo, planetarium
Amusement Park/ Water
Park
Picnic/ outing to location
within hometown beaches, lakes
Picnic/ outing to
locations outside
hometown

< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr

21 Typically these outings are with a group of how many people?


Eating out at restaurants
Watching movies/
cinema
Sightseeing places of
interest like museum,
aquarium/
zoo, planetarium
Amusement Park/ Water

Alone

23

45

67

>7

Alone

23

45

67

>7

Alone

23

45

67

>7

Alone

23

45

67

>7

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Park
Picnic/ outing to location
within hometown beaches, lakes
Picnic/ outing to
locations outside
hometown

Alone

23

45

67

>7

Alone

23

45

67

>7

22 How much money do you spend per person?

Eating out at restaurants

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Watching movies/
cinema

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Sightseeing places of
interest like museum,
aquarium/
zoo, planetarium

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Amusement Park/ Water


Park

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Picnic/ outing to location


within hometown beaches, lakes

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Picnic/ outing to
locations outside
hometown

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

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23 Do you purchase souvenirs when you go out of town?


Yes
No

V. OCEANARIUM
24 Have you ever heard of a large public aquarium/ Oceanarium?
Yes
No

25 If yes, could you describe your idea of it?


_____________________________________________________________________________

Show the Oceanarium concept card


26 Based on this new concept that you just saw, please tell us what all did you like about this
concept?
_____________________________________________________________________________

27 Based on this new concept, which of the following reflects the extent to which you liked it?
Liked it a lot
Liked it a little
Neither liked it nor disliked it
Disliked it a little
Disliked it a lot

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28 Based on this new concept, please tell us what you did not like about this concept?
_____________________________________________________________________________

29 You have read the description of a proposed Oceanarium. Please choose a phrase that best
describes your intention to visit this Oceanarium.
I would definitely visit
I would probably visit
I may or may not visit
I would probably not visit
I would definitely not visit
If selected last two options, Why not?
_____________________________________________________________________________

If selected any of the first three options then continue, else end
30 What would you want to see from the below list? (Give rating, most wanted (1) to least
wanted (5)) (Tick as appropriate)
Show cards for explaining the features
RATING
1

CORE FEATURES
Large tank with large ocean dwellers and
various species (3G)
Walk through tunnel with 180 degree view

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Walk through tunnel with 360 degree view


Large tank + tunnel
ADD ON FEATURES
Dolphin shows
Seal/ Sea lion shows
Touch Pools
Swimming with dolphins/ dugongs/ seals
Coral Reef displays
Penguins
Polar Animals (Polar bear, artic foxes etc)
FILLERS
Good restaurant/ Cafes
4D theatre
Souvenir/ Gift Shops
Simulator Rides
Marriage Hall/ Ball room
Game zone

31 There will be a basic entry fee for the tour through the underwater tunnel (which will give
you a feeling of being underwater and will allow you to view the sea creatures at close
range). It would take about 30-40 minutes. How much would you want to pay for this?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

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June 2009

32 How much are you ready to pay for each of add-on features like the dolphin/ sea lion/ seal
shows/ touch pools over and above the entry fee?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

33 How much are you ready to pay for the entire package per person?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

34 How much are you ready to spend on other filler features like 4D theatre, simulator rides,
game zone etc?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

35 How much time do you want to spend in the Oceanarium?


< 1hr
1hr 2hr
2hr 3 hr
3hr 4 hr
4hr 5 hr

36 The Oceanarium is being planned in Dwarka. Would you want to plan a trip to Dwarka to
visit the Oceanarium?
Yes
No

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37 Would you want to visit it in your free time while you are in Dwarka?
Yes
No
If No, why? _____________________________________________________

38 How much time are you willing to spend in traveling to this Oceanarium from temple/ place
of stay?
< 20 min
21 - 40 min
41 min 1 hr
>1 hr

39 Would you visit this Oceanarium again in your subsequent trips?


Yes
No

40 If no, what if new features are added?


Yes
No

6.1.2

Questionnaire for primary survey in Ahmedabad/ Vadodara/ Saputara

I. INTERNAL DATA

Date

_____________________

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Start Time

_____________________

End Time

_____________________

II. CUSTOMER DATA

Name

_____________________

Age

_____________________

Contact Number

______________________

Type of Respondent

1. Resident ofa. Ahmedabad b. Vadodara c. Saputara


2. Tourists ofa. Ahmedabad b. Vadodara c. Saputara

Gender

Male
Female

Household Income

Rs. 1 to 4 lakh
Rs. 4 to 7 lack
Rs. 7 to 10 lack
Above Rs. 10 lakh

Occupation
of
Chief _____________________
Wage Earner (person in
your
household
who
makes
the
highest
contribution
to
your
household income)
Education of Chief Wage _____________________
Earner
SEC

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Illiterate

Fill the SEC


in the table
above based
on the below
classification:

School
Upto 4
Years

School
5-9
years

SSC/
HSC

Some
College
but not
Graduate

Graduate/
PostGraduateGeneral

Graduate/
PostGraduateProfessional

Education

Occupation
1

Unskilled workers

E2

E2

E1

Skilled workers

E2

E1

B2

B2

Petty traders

E2

B2

B2

Shop owners

B2

B1

A2

A2

None

B2

B1

A2

A2

A1

1-9

B2

B2

B1

A2

A1

A1

10+

B1

B1

A2

A2

A1

A1

A1

B2

B1

A2

A1

B2

B1

B1

Supervisory level

B2

B1

A2

Officers/
Executives-Junior

B2

B1

A2

A2

B1

B1

B1

B1

A2

A1

A1

Businessmen/Indu
strial-lists
with
no. of employees

Self-employed
professionals
Clerical
Salesmen

Officers/
Executives
Middle/Senior

III. ORIGIN
1

Where do you stay?


Ahmedabad/ Vadodara/ Saputara
Gujarat (outside the above place)
Other Indian states (Apart form Gujarat)

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Please specify: ____________________


NRI
Foreigner

IV. ENTERTAINMENT BEHAVIOUR


2

Typically what do you do for entertainment in your normal life? And how often do you do
the same?
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year

Eating out at restaurants

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year

Watching movies/
cinema

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month

Sightseeing places of
interest like museum,
aquarium/
Zoo, planetarium

Once a month
Once in 2-3 months/ About 4-6 times a year
Once in 4-5 months/ About 3 times a year

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Once in 6 months/ About 2 times a year


Once a year
Dont do
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year
Amusement Park/ Water
Park

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year

Picnic/ outing to location


within hometown beaches, lakes

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do
More than once a month
Once a month
Once in 2-3 months/ About 4-6 times a year

Picnic/ outing to
locations outside
hometown

Once in 4-5 months/ About 3 times a year


Once in 6 months/ About 2 times a year
Once a year
Dont do

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Please rank these entertainment options in terms of your preference from 1 to 6 ( 1 being
highest and 6 being the lowest preference) (Tick the appropriate box)
RANK

Eating out at restaurants


Watching movies/ cinema
Sightseeing places of interest like museum, aquarium/ Zoo, planetarium
Amusement Park/ Water Park
Picnic/ outing to location within hometown - beaches, lakes
Picnic/ outing to locations outside hometown

For the option ranked as 1 (top most), please provide the reason behind it being the most
preferred option.
__________________________________

Typically how much time do you spend per visit?

Eating out at restaurants


Watching movies/
cinema
Sightseeing places of
interest like museum,
aquarium/
zoo, planetarium
Amusement Park/ Water
Park
Picnic/ outing to location
within hometown beaches, lakes
Picnic/ outing to
locations outside
hometown

< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr
< 1hr 1hr 2hr 3hr 4hr 5hr 6hr 7hr 8hr >8hr

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June 2009

Typically these outings are with a group of how many people?

Eating out at restaurants


Watching movies/
cinema
Sightseeing places of
interest like museum,
aquarium/
zoo, planetarium
Amusement Park/ Water
Park
Picnic/ outing to location
within hometown beaches, lakes
Picnic/ outing to
locations outside
hometown

Alone

23

45

67

>7

Alone

23

45

67

>7

Alone

23

45

67

>7

Alone

23

45

67

>7

Alone

23

45

67

>7

Alone

23

45

67

>7

How much money do you spend per person?

Eating out at restaurants

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Watching movies/
cinema

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Sightseeing places of
interest like museum,
aquarium/
zoo, planetarium

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Amusement Park/ Water


Park

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Picnic/ outing to location


within hometown beaches, lakes

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

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Picnic/ outing to
locations outside
hometown

<Rs 100
Rs 101-200
Rs 201-300
Rs 301-400
Rs 401-500 Rs 501-600
Rs 601-700
Rs 701-800
Rs 801-900 Rs 901-1000
Rs 1001 1500
Rs 1501 2000
Rs 2001 2500 > Rs 2501

Do you purchase souvenirs when you go out of town?


Yes
No

V. DWARKA TRAVEL ARRANGEMENT


9

Have you visited Dwarka?


Yes (Go to Q10)
No
If no, do you plan to visit Dwarka sometime?
Yes
No
If no, why not? _________________________________________________________
(Go to section VI)

10

What was the purpose of your visit?

Religious
Leisure
Business
Personal (e.g. meeting relatives)
Others (please specify ______________________)

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11 How often do you visit Dwarka?


Atleast once a month
3-4 times a year
Once in 6 months
Yearly
First visit
Others (please specify ______________________)

12 Which day do you prefer visiting Dwarka?


(Saturday, Sunday, Public Holiday)
Weekday
Festival Days

13 What was the duration of your trip?


Same day return
Overnight stay
2 Days
3 days
Others (please specify ______________________)

14 Was your itinerary for the trip completely planned (in terms of things to do and
corresponding timing)?
Yes
No

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15 Did you take the help of a tour operator?


Yes
No

16 Apart from the temple visit, did you have anything else planned out?
Yes
No
If yes, please provide details? __________________________________________________

17 How much did that trip cost you per head?


<Rs 500

Rs 501-1000

Rs 1001-1500

Rs 1501-2000

> Rs 2001

18 What was the breakup of cost in terms of food, stay, travel etc?
Food _______________
Stay

________________

Travel ________________
Others________________

19 Were the stay, food, transport facilities available as per you requirements?
Yes
No

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20 If No, are you willing to spend more if the facilities are better?
Yes
No

21 Typically how much free time did you have on hand during your trip?
Less than 2hr
2hr 3 hr
3hr 4 hr
More than 4 hrs

22 Did you want to indulge in some entertainment activity in that free time?
Yes
No

23 If no, Why? ________________________________________________________________

24 If yes which of these activities would you want to indulge in?


Visit to other temples
Trip to beaches and coastal areas
Restaurant
Movie
Others (please specify ______________________)

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VI. OCEANARIUM
25 Have you ever heard of a large public aquarium/ Oceanarium?
Yes
No

26 If yes, could you describe your idea of it?


_____________________________________________________________________________

Show the Oceanarium concept card only & explain it in detail.


27 Based on this new concept that you just saw, please tell us what all did you like about this
concept?
_____________________________________________________________________________

28 Based on this new concept, which of the following reflects the extent to which you liked it?
Liked it a lot
Liked it a little
Neither liked it nor disliked it
Disliked it a little
Disliked it a lot

29 Based on this new concept, please tell us what you did not like about this concept?
_____________________________________________________________________________

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30 You have read the description of a proposed Oceanarium. Please choose a phrase that best
describes your intention to visit this Oceanarium.
I would definitely visit
I would probably visit
I may or may not visit
I would probably not visit
I would definitely not visit
If selected last two options, Why not?
_____________________________________________________________________________
If selected any of the first three options then continue, else end
31 What would you want to see from the below list? (Give rating, most wanted (1) to least
wanted (5)) (Tick as appropriate)
Show cards for explaining the features
RATING
1

CORE FEATURES
Large tank with large ocean dwellers and
various species (3G)
Walk through tunnel with 180 degree view
Walk through tunnel with 360 degree view
Large tank + tunnel
ADD ON FEATURES
Dolphin shows
Seal/ Sea lion shows

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Touch Pools
Swimming with dolphins/ dugongs/ seals
Coral Reef displays
Penguins
Polar Animals (Polar bear, artic foxes etc)
FILLERS
Good restaurant/ Cafes
4D theatre
Souvenir/ Gift Shops
Simulator Rides
Marriage Hall/ Ball room
Game zone

32 There will be a basic entry fee for the tour through the underwater tunnel (which will give
you a feeling of being underwater and will allow you to view the sea creatures at close
range). It would take about 30-40 minutes. How much would you want to pay for this?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

33 How much are you ready to pay for each of add-on features like the dolphin/ sea lion/ seal
shows/ touch pools over and above the entry fee?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

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June 2009

34 How much are you ready to pay for the entire package per person?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

35 How much are you ready to spend on other filler features like 4D theatre, simulator rides,
game zone etc?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

36 How much time do you want to spend in the Oceanarium?


< 1hr
1hr 2hr
2hr 3 hr
3hr 4 hr
4hr 5 hr

37 The Oceanarium is planned in Dwarka. Would you plan a trip to Dwarka to specially visit
the Oceanarium?
Yes
No

38 Would you want to visit the Oceanarium in your free time while you visit Dwarka?
Yes
No
If No, why? _____________________________________________________

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June 2009

39 How much time are you willing to spend in traveling to this Oceanarium from place of stay?
< 20 min
21 - 40 min
41 min 1 hr
>1 hr

40 Would you visit this Oceanarium again in your subsequent trips?


Yes
No

41 If no, what if new features are added?


Yes
No

6.1.3

Questionaire for Primary Schools

I. INTERNAL DATA

Date

_____________________

Start Time

_____________________

End Time

_____________________

II. CUSTOMER DATA

Name of School

_____________________

Name of Interviewee

_____________________

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Designation

_____________________

III. SCHOOL RELATED DATA


1

What is the ownership type of the school?


Government Aided
Private
Trust owned

What is the total student strength in terms of number of sections and number of students per
section across grades?
LEVEL
Kindergarten LKG/HKG
Primary Std 1 to 4
Secondary Std 5 to 7
Secondary Std 8 to 10
Higher Secondary Std 11 & 12
TOTAL

Number of sections

Number of students per section

Which of the following recreational activities does the school organize for the students?
Recreational/ Extracurricular Activities
Visiting a manufacturing facility

Visiting places of historical or scientific interest

Picnic to locations within city parks etc

Amusement Park/ Water Park

Watching movies/ cinema

Nature treks to locations around the city (1 day trips)

Excursions to locations outside the city (2-4 day trips)


If yes, typical places (please specify:______________________)

Others (please specify: ________________________________ )

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Which of these recreational activities are applicable to specific grades?


Secondary
(5-7)

Secondary
(8-10)

11th - 12th

Recreational/ Extracurricular
Primary
Activities
(1-4)

Visiting a manufacturing facility


Visiting places of historical or scientific

interest
Picnic to locations within city parks

etc
Amusement Park/ Water Park

Watching movies/ cinema


Nature treks to locations around the city
(1 day trips)
Excursions to locations outside the city
(2-4 day trips)
Others (please specify
_______________________________)

How is the funding done for these recreational activities?


Recreational/ Extracurricular
Activities

Cost per head

Source of fund
Schools fund

Visiting a manufacturing facility

Borne by the students


Partly borne by the school and
balance by the students
Schools fund

Visiting places of historical or


scientific interest

Borne by the students


Partly borne by the school and
balance by the students
Schools fund

Picnic to locations within city


parks etc

Borne by the students


Partly borne by the school and
balance by the students

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Schools fund
Borne by the students

Amusement Park/ Water Park

Partly borne by the school and


balance by the students
Schools fund
Borne by the students

Watching movies/ cinema

Partly borne by the school and


balance by the students
Schools fund
Nature treks to locations around
the city (1 day trips)

Borne by the students


Partly borne by the school and
balance by the students
Schools fund

Excursions to locations outside


the city (2-4 day trips)

Borne by the students


Partly borne by the school and
balance by the students
Schools fund

Others (please specify


_________________________)

Borne by the students


Partly borne by the school and
balance by the students

Do you avail of any discounts/ concessions on any of these activities?


Recreational/ Extracurricular
Activities

Discount %/ Concession details

Visiting a manufacturing facility

Yes No

Visiting places of historical or


scientific interest

Yes No

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Picnic/ outing to locations within


city parks etc

Yes No

Amusement Park/ Water Park

Yes No

Watching movies/ cinema

Yes No

Nature treks to locations around the


city (1 day trips)
Excursions to locations outside the
city (2-4 day trips)
Others (please specify
_________________________)

Yes No
Yes No
Yes No

What is the duration of these activities?


Recreational Activities

Visiting a manufacturing facility

Visiting places of historical or scientific interest

Picnic to locations within city parks etc

Time spent
< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
8-10 hrs
One day about 12 hrs
Overnight stay or more
< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
8-10 hrs
One day about 12 hrs
Overnight stay or more
< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
8-10 hrs
One day about 12 hrs
Overnight stay or more

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Amusement Park/ Water Park

Watching movies/ cinema

Nature treks to locations around the city ( 1 day


trips)

Excursions to location outside the city (2-4 day


trips)

Others (please specify


________________________________ )

< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
8-10 hrs
One day about 12 hrs
Overnight stay or more
< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
8-10 hrs
One day about 12 hrs
Overnight stay or more
< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
8-10 hrs
One day about 12 hrs
Overnight stay or more
< 2 hr
2-3 hrs
4-5 hours
6-7 hrs
8-10 hrs
One day about 12 hrs
Overnight stay or more

Does your school also conduct / organize educational workshops over and above the
requirements of the prescribed syllabus for the benefit of the students?
Yes
No

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If yes, which of these subject areas do you normally organize such workshops?
Physics
Chemistry
Animal Science
Marine Life
Astronomy
Others (Please specify ______________________ )

Does your school have any tie-ups with any organizations to promote learning in these
fields?
Yes
No
If yes which ones?
1. _______________________________________________________
2. _______________________________________________________

10 How do you decide which recreational activities to participate in? Also budget, time to be
spent etc?
_____________________________________________________________________________
_____________________________________________________________________________
IV. OCEANARIUM
11 Have you ever heard of a large public aquarium/ Oceanarium?
Yes

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No

12 If yes, could you describe your idea of it?


_____________________________________________________________________________

Show the Oceanarium concept card


13 Based on this new concept that you just saw, please tell us what all did you like about this
concept?
_____________________________________________________________________________

14 Based on this new concept, which of the following reflects the extent to which you liked it?
Liked it a lot
Liked it a little
Neither liked it nor disliked it
Disliked it a little
Disliked it a lot
15 Based on this new concept, please tell us what you did not like about this concept?
_____________________________________________________________________________

16 You have read the description of a proposed Oceanarium. Please choose a phrase that best
describes the schools interest in taking students to visit this Oceanarium.
We would definitely visit
We would probably visit
We may or may not visit

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We would probably not visit


We would definitely not visit
If selected last two options, Why not?
_____________________________________________________________________________
If selected any of the first three options then continue, else end
17 From the below list of features, what would the students be most interested in? (Give rating,
most wanted (1) to least wanted (5)) (Tick as appropriate)
Show cards for explaining the features
RATING
1

CORE FEATURES
Large tank with large ocean dwellers and
various species (3G)
Walk through tunnel with 180 degree view
Walk through tunnel with 360 degree view
Large tank + tunnel
ADD ON FEATURES
Dolphin shows
Seal/ Sea lion shows
Touch Pools
Swimming with dolphins/ dugongs/ seals
Coral Reef displays
Penguins

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Polar Animals (Polar bear, artic foxes etc)


FILLERS
Good restaurant/ Cafes
4D theatre
Souvenir/ Gift Shops
Simulator Rides
Marriage Hall/ Ball room
Game zone

18 There will be a basic entry fee for the tour through the underwater tunnel (which will give
you a feeling of being underwater and will allow you to view the sea creatures at close
range). It would take about 30-40 minutes. How much should be charged for this?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

19 How much per student are you ready to pay for each of add-on features like the dolphin/ sea
lion/ seal shows/ touch pools over and above the entry fee?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

20 How much are you ready to pay for the entire package per student?
<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

21 How much are you ready to spend on other filler features like 4D theatre, simulator rides,
game zone etc per student?

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<Rs 20

Rs 20- 40

Rs 41-60

Rs 61-80

Rs 81-100

Rs 101-200

Rs 201-300

Rs 301-400

Rs 401-500

> Rs 500

22 How much time do you want the students to spend in the Oceanarium?
< 1hr
1hr 2hr
2hr 3 hr
3hr 4 hr
4hr 5 hr
> 5 hr

23 What kind of discounts are you expecting for student groups for such a place?
10%
15%
20%
25%
30%
Others (Please specify___________)

24 Which grades would this Oceanarium visit be suitable for? (Can tick more than one option)
Primary (1-4)
Secondary (5-7)
Secondary (8-10)
11th and 12th

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All the above

25 Please rank the educational activities in terms of your schools preference from 1 to 6 (1
being highest and 6 being the lowest preference) (Mark the appropriate box)?
RANK
Special movie screening for children related to marine life
Lecture series
Sleepover programs (explain showing card)
Interactive workshops
Daylong tour of the Oceanarium explaining its working,
marine life and fun activities
Interactive activities like swimming with dolphins, dugongs
etc

26 The Oceanarium is planned in Dwarka. Would you plan a field trip to Dwarka for the
students to specially visit the Oceanarium?
Yes
No

27 How much time are you willing to spend in traveling to this Oceanarium from place of stay?
< 20 min
21 - 40 min
41 min 1 hr
>1 hr

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June 2009

28 Would you take the students to the Oceanarium more than once?
Yes
No

29 If no, what if new features are added?


Yes
No

6.1.4

Questionnaire for primary survey with Tour Operators

I. INTERNAL DATA

Date

_____________________

Start Time

_____________________

End Time

_____________________

II. CUSTOMER DATA

Name of the Company

_____________________

Years of Existence

_____________________

Scope of Activities

_____________________

III. DEMOGRAPHICS

Typically how many people visit Dwarka in a year?

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June 2009

_____________________________________________________________________________
_____________________________________________________________________________

Out of this, how many repeat visitors? ________________________________

What is the profile of visitors in terms of:

Gender _______________________________________________________

Age group_____________________________________________________
_____________________________________________________________

Origin - within Gujarat, rest of India, NRI, foreigners?


________________

IV. TIME AVAILABILITY

Is there seasonality in the no of tourists visiting Dwarka? If yes, which months have higher
visitors?
__________________________________________________________________________
__________________________________________________________________________

What is the average duration of trip?


__________________________________________________________________________

What is the typical itinerary for the trip?


__________________________________________________________________________
_________________________________________________________________________

How much leisure/relaxation time (time other than temple visit) do people keep in their tour
plan to Dwarka?
__________________________________________________________________________
__________________________________________________________________________

What are the other activities that people indulge in apart from the Dwarka temple visit?

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__________________________________________________________________________
__________________________________________________________________________

What could be potential activities to occupy people in their free time?


__________________________________________________________________________
__________________________________________________________________________

V. SPENDS

What proportion of tourists plan their trips on their own and what proportion takes tour
operators help?
__________________________________________________________________________
__________________________________________________________________________

How much does a trip to Dwarka (whole package - temple visit, food, stay, site seeing) cost
(a range)?
__________________________________________________________________________
__________________________________________________________________________

What kind of lifestyle is usually possible in Dwarka for tourists (classes of hotels, travel
mode (ac cabs), restaurants available)?
__________________________________________________________________________
__________________________________________________________________________

Is spending in Dwarka limited by the availability of avenues?


__________________________________________________________________________
__________________________________________________________________________

VI. CONCEPT

How does the idea of setting up an Oceanarium sound to you-would it attract tourists?
(explain what is an Oceanarium before asking this Q)
__________________________________________________________________________
__________________________________________________________________________

What is your expectation from such a place (different kinds of features, activities
expected)/what would make it attractive for tourists?

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June 2009

__________________________________________________________________________
__________________________________________________________________________

Will you be able to convince a tourist to visit such an Oceanarium? How difficult would it
be to convince?
__________________________________________________________________________
__________________________________________________________________________

What do you think is the ideal fee to attract maximum visitors?


__________________________________________________________________________
__________________________________________________________________________

Which will be the best place in/around Dwarka to set up an Oceanarium (considering
distance from temple, accessibility etc)?
__________________________________________________________________________
__________________________________________________________________________

Do you think Dwarka is the right place to set up an Oceanarium? If yes why, if no which
will be a better alternative?
__________________________________________________________________________
__________________________________________________________________________

What will ideal add-ons to the Oceanarium (restaurant, entertainment zone, movie hall,
gaming zones etc)?
__________________________________________________________________________
__________________________________________________________________________

What kind of promotional activities should the Oceanarium take up to attract tourists?
_________________________________________________________________________
_________________________________________________________________________

What kind of tie-ups can be developed with tour operators, tourism boards etc?
_________________________________________________________________________
_________________________________________________________________________

Will you be interested in tie-up with Oceanarium board?

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1. Yes (Continue)
2.

No (Go to next section)

Reason for No ____________________________________________________________

What kind of support you expect from such Oceanarium board?


_________________________________________________________________________
_________________________________________________________________________

VII. COMPETITION

Is there any other tourist place similar to the above idea in Gujarat?
__________________________________________________________________________
__________________________________________________________________________

Will the uniqueness attract tourists?


__________________________________________________________________________
__________________________________________________________________________

What kind of footfalls, ticket, attractions are there in Water Parks/ Amusement Parks in
Gujarat?
__________________________________________________________________________
__________________________________________________________________________

6.2

Concept Cards
A concept card was made for the purpose of explaining the Oceanarium concept to the
respondents and to explain the core, add-on and filler features associated with it. This helped the
respondents visualize the concept and features being proposed and thus was better prepared to
state their interest levels.

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June 2009

6.2.1

Concept Overview Card

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June 2009

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6.2.2

Features Card

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June 2009

6.3

Meetings Held

6.3.1

Meetings facilitated by GEC

6.3.2

Dr. Nanda, Principal Secretary, MoEF

Pradeep Khanna, PCCF, Gujarat

Mr. Anup Shukla, IFS, MD, Tourism Development Corporation

P. H. Sata, DCF, Marine national part and sanctuary

Dr. Jethani, Fisheries Research , Okha

Jayanti Bhai, Founder, Scuba and Sports Club, Dwarka

Others

C.B.Sakhale, Curator, Taraporewala Aquarium

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June 2009

Ian Mellsop, Marinescape, New Zealand

Michael Oleksak, Cosestudi

Vijayalakshmi Nair, National Institute of Oceanography, Goa

Lily, Xingcheng Acrylic, China

Raga Tour operators, Ahmedabad

Manager, Hotel Damji, Dwarka

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