project management

1. Project management

3. COMPANY PROFILE
• Adlabs Imagica is the flagship venture of Adlabs Entertainment Limited (AEL)
• AEL is promoted by Mr. Manmohan Shetty
• It is well-known as the founder of Adlabs Films Limited (now known as Reliance Media works Ltd)
• He had nurtured a vision of creating a landmark entertainment destination in the country
• Conception of project in 2007 with formation of parent holding company Thrill Park Limited
• AEL was incorporated as in January 2010

4. Adlabs tested the concept
• It found people were willing to pay more than Rs 1,000 for visit to theme park
• That is when the business plan settled on 3-3.5 million visitors at Rs 1,000
• Entertainment, fun, action, relaxation, dining, shopping and accommodation at a single location

5. Purpose
• Vision to incorporate vision to set up India’s largest entertainment theme park near Mumbai
• To bring alive a concept which didn’t existed in India nor Asia before
• Establish tourist attraction of international standard
• Adlabs Imagica is India's first and only International standard Theme Park, water retail, entertainment,
dining and shopping at a single location for entire family
• Utilising opportunity-According to a PricewaterhouseCoopers report, Asian theme park while
spending rose from $6.4 billion in 2007 to $8.4 billion in 2012

7. Initiated cost
• The park has taken five years and Rs 1,650 crore (Rs 16.50 billion) of capital in the making
• Shetty reckons Adlabs Imagica will make 75-80 per cent of its revenue from ticket sales
• The company has raised Rs 150 crore from private equity firm, ICICI Ventures
• The project, estimated to cost Rs 1,200 crore, has been developed over 300 acre
• Yes Bank was the financial advisor to the deal
• Centrum Capital acted as a strategic advisor to the company

8. Imagica Partners
• RAXA Techno Security Services (GMR Group)
• Construction Management & Development (USA)
• SILA Connect

9. Contractors

10. Project details
Adlabs Entertainment Limited
• Six years since project was first conceptualized, Adlabs Imagica,
• Positioned as South Asia's largest amusement theme park
• Renewed ISO 9001:2008 certification for Facility and Project Management
• Only 110 acres used for the rides & 300-room hotel
• 21 tourist attractions & sophisticated technologies- 4D simulation technology
• Revenue Growth – 105% YoY
• 95% Contract retention rate
• Crossed 3 million square feet of property under management

11. Problems
• Difficulties in land acquisition
• Funds - Media fund stated AEL as real estate company and real estate fund stated it as media co.
• Labour issue – domain expertise
• Ticket price – twice as compared to essel world
• 2 injured as roller coaster ride tilts in February 2014

12. Unique Features
• Themed attractions
• Area design
• Landscaping
• Themed dinning and retail
• Signage
• Ambient music
• Character design & Props
• Building facades
• Interactive installations
• Merchandise

13. On Visiting

14. Features

17. 21 Attractions Of International Theme Park
• India’s Largest Roller Coasters
• Family Roller Coaster
• Dark Rides
• Pre Historic boat Ride
• 4D Stimulation Ride
• Kids Ride
• Musical Rides