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Sample Client Market Pri fections 28 CLCD I IAIUARY G, 2617 PHASE IV: ACTION "HOW DO WE GETTHERET" During this phase, the team will develop the Strategic Business Plan which integrates the data collected during the previous phases and I Inks to the facility concept plan. In developing this document ZA would: • Outline the business plan -of -action for the Zoo (finarncial,private/public operational and capital funding) • Confirm phasing and timing of identified projects Summarize experience, retail, fond/beverage, and program opportunities that enhance visitor services and revenue opportunities • Develop projections and assumptions for attendance, operating revenues and expenses, including admissions pricing structure • Identify cooperative funding (capital Investment and operating) strategies forthe publlc/private partnership. The strategic business plan would include: • Market opportunities and programs • Revenue programs: earned (visitor per capita) and contributed (membership, annual funds, sponsorship, etc.) • Alternative management (third -party vendors for food, gift, and concessions); • Attendance and operating projections • Pricing strategy based on the market profile and fit with the overall strategic direction • Per capita visitor spending related to admissions, food, retail, rides, and experiences; • Marketing recommendations • Public/private partnership recommendations • Staffing plan/organizational recommendations • Overhoad operating expense allocations Key Deliverables: • Implementation Plan • Strategic Business Plan • Operations Plan • Attendance and Operational Projections As needed, we would work with the design team to refine the facility master plan at this stage. Utilizing slte concept plans, the planning team would provide direction as to the phasing, collection, and exhibit improvements. Phasing strategy will be linked to the business plan to develop revenue and attendance projections, The plan will .also offer specific recommendations for continuing to develop a healthy and effective public/private partnership between the Cityand f=riends as a cooperative team. The final step in the process would beto develop the implementation plan. At this stage, ZA would provide a basic model template and facilitate a process with Zoo leadership, Board and staff to identify the action steps and measures required to turn the plan into reality. POST -PLAN WORK While our work and the final plan will include marketing recommendations and summary economic impacts, if more extensive work on these elements is desired, it would take place afterthe master planning process is complete. Each of these elements is a project unto Itself, requiring specific inputs, methology, and research, This work would have a separate and additional fee beyond the strategic master planning scope.