The Oceanario de Lisboa new building

THE$OCEANÁRIO$$
DE$LISBOA$
NEW$BUILDING$
EDIFÍCIO$DO$MAR$
J O Ã O $ FA L C AT O $ P E R E I R A $
I N T E R N A T I O N A L $ $
A Q U A R I U M $ C O N G R E S S $ $
2 0 1 2 $
1  WHY$A$EXPANTION$
2  OBJECTIVES$AND$PROGRAM$
3  CONSTRUCTION$AND$TICKETING$STRATEGY$
4  RESULTS$
5  CONCLUSION$
MISSION$
“To$promote$knowledge$of$the$Oceans,$
educaXng$visitors$and$the$public$about$the$
necessity$of$protecXng$Natural$Resources,$
through$changing$their$daily$habits.”$
MISSION$
The$reason$for$our$existence;$
T O $ T R Y $ T O $ A C H I E V E $ I T, $
WE$NEED$
Big$numbers$of$visitors;$
Financial$sustainability.$
VISITORS$NUMBER$EVOLUTION$
1,200,000$
1,143,995$
1,100,000$
1,037,750$
1,000,000$
968,729$
966,578$
914,694$
918,752$
910,910$
2003$
2004$
2005$
888,695$
900,000$
855,718$
800,000$
700,000$
600,000$
1999$
2000$
2001$
2002$
2006$
2007$
NET$PROFIT$
$1,271,000$€$$
$1,200,000$€$$
$1,000,000$€$$
$832,000$€$$
$800,000$€$$
$571,000$€$$
$600,000$€$$
$495,000$€$$
$400,000$€$$
$391,000$€$$
$345,000$€$$
$266,000$€$$
$200,000$€$$
$19,000$€$$
$f$€$$
1999$
f200,000$€$$
2000$
2001$
2002$
f177,000$€$$
2003$
2004$
2005$
2006$
2007$
OUR$PROBLEM$
We$predicted$that$visitor$numbers$would$
start$going$down;$
The$exisXng$building,$although$very$high$
quality,$was$not$flexible$to$create$new$
airacXons;$
Financial$sustainability$and$the$mission$
were$at$stake.$
In$2007$the$planning$of$an$expanXon$to$
Oceanário$began,$with$three$main$
objecXves$in$mind:$
1 
Reinforce$Oceanário’s$ability$to$fulfill$
its$mission;$
2 
Improve$visitors$confort$and$
saXsfacXon;$
3 
Ensure$Oceanário’s$economic$
sustainability.$
Viability$studies$were$conducted$and$the$following$
program$was$developed:$
1 
Polivalent$temporary$exhibit$room$with$600$
square$meters;$
925404511$
2 
Amphitheatre;$
3 
Restaurant$inside$Oceanário;$
4 
Budget:$5.000.000€$f$building$
$$$$$$$1.000.000€$f$temporary$exhibit$
PROJECT$CONCEPT$DEVELOPED$BY$$
Coutant$and$Architect$Pedro$Campos$Costa$
During$the$planning$of$the$expanXon$our$
predicXons$were$confirmed:$
1 
VisitaXon$numbers$dropped;$
2 
FinanXal$results$were$good$but$not$
sustainable.$
VISITORS$NUMBER$EVOLUTION$
1,200,000$
1,143,995$
1,100,000$
1,037,750$
1,000,000$
968,729$
1,019,684$
968,873$
966,578$
914,694$
918,752$
910,910$
2003$
2004$
2005$
951,543$
888,695$
900,000$
855,718$
800,000$
700,000$
600,000$
1999$
2000$
2001$
2002$
2006$
2007$
2008$
2009$
2010$
NET$PROFIT$
$1,361,000$€$$
$1,400,000$€$$
$1,300,000$€$$
$1,271,000$€$$
$1,200,000$€$$
$1,019,000$€$$
$1,000,000$€$$
$832,000$€$$
$800,000$€$$
$571,000$€$$
$600,000$€$$
$495,000$€$$
$400,000$€$$
$391,000$€$$
$345,000$€$$
$266,000$€$$
$200,000$€$$
$19,000$€$$
$f$€$$
1999$
f200,000$€$$
2000$
2001$
2002$
f177,000$€$$
2003$
2004$
2005$
2006$
2007$
2008$
2009$
2010$
EXECUTION$
1 
Works$started$in$January$2010$–$opened$in$
March$2011$f$$15$month;$
2 
Building$with$5$floors$and$2.800$square$
meters$(net$area);$
3 
Temporary$exhibit$with$250$cubic$meter$tank;$
4 
Final$cost:$
$$$$$$$$$$Building$–$4.940.000€$
$$$$$$$$$$Temporary$exhibit$–$1.002.000€$
NEW$BUILDING$
NEW$BUILDING$
NEW$BUILDING$
TICKET$OFFICE$
ENTRANCE$
ENTRANCE$
R E S TA U R A N T $
R E S TA U R A N T $
A M P H I T H E AT R E $
TEMPORARY$EXHIBIT$
TEMPORARY$EXHIBIT$DEVELOPED$BY$
COSESTUDY$$
TEMPORARY$EXHIBIT$
TEMPORARY$EXHIBIT$
TEMPORARY$EXHIBIT$
TEMPORARY$EXHIBIT$
TEMPORARY$EXHIBIT$
TEMPORARY$EXHIBIT$
T I C K E T $ P R I C I N G $ S T R AT E GY $
BEFORE$
1$type$Xcket$
$Adult$price$12€$
AFTER$
3$different$Xckets:$
Permanent$Exhibit$f$$adult$price$12€$
Temporary$exhibit$–$adult$price$6€$
Combined$Xcket$–$adult$price$15,5€$
R ES U LTS $
Combined$Xcket$–$54%$
Permanent$exhibit$–$44%$
Temporary$Exhibit$–$2%$
€/$visitor$–$16,4%$increase$
VISITORS$NUMBER$EVOLUTION$
1,200,000$
1,143,995$
1,100,000$
1,037,750$
1,019,684$
1,000,000$
968,729$
968,873$
966,578$
951,543$ 952,580$
914,694$ 918,752$ 910,910$
888,695$
900,000$
855,718$
800,000$
700,000$
600,000$
1999$
2000$
2001$
2002$
2003$
2004$
2005$
2006$
2007$
2008$
2009$
2010$
2011$
PORTUGUESE$VISITORS$
340,000$
323,945$
320,000$
312,256$
300,000$
280,000$
260,000$
259,679$
260,155$
2009$
2010$
240,000$
220,000$
200,000$
2008$
2011$
NET$PROFIT$
$1,406,000$€$$
$1,361,000$€$$
$1,400,000$€$$
$1,300,000$€$$
$1,271,000$€$$
$1,200,000$€$$
$1,019,000$€$$
$1,000,000$€$$
$832,000$€$$
$800,000$€$$
$571,000$€$$
$600,000$€$$
$495,000$€$$
$400,000$€$$
$391,000$€$$
$345,000$€$$
$266,000$€$$
$200,000$€$$
$19,000$€$$
$f$€$$
1999$
f200,000$€$$
2000$
2001$
2002$
f177,000$€$$
2003$
2004$
2005$
2006$
2007$
2008$
2009$
2010$
2011$
V I S I TO R $ SAT I S FAC T I O N $ I N D E X $
94%$
93%$
92%$
90%$
88%$
88%$
86%$
87%$
86%$
85%$
84%$
84%$
83%$
82%$
80%$
78%$
2005$
2006$
2007$
2008$
2009$
2010$
2011$
CONCLUSIONS$
Our$goals$were$achieved:$
1 
We$have$the$fexibility$to$adapt$and$talk$about$
different$themes$in$the$temporary$exhibits,$
contribuXng$more$towards$our$mission;$
2 
Visitors$confort$and$saXsfacXon$increased;$
3 
FinanXal$results$are$beier$with$the$same$
number$of$visitors,$increasing$the$finanXal$
sustainability$of$the$insXtuXon.$$
CONCLUSIONS$
4 
Several$Xcket$prices$adapXng$to$different$
finanXal$capabiliXes$may$be$a$good$strategy$in$
Xmes$of$crysis;$
5 
Temporary$exhibits$are$a$good$reason$for$local$
visitors$to$repeat$visitaXon;$
T H ANK$ YO U!$