{"id":8615,"date":"2024-09-03T21:43:03","date_gmt":"2024-09-03T21:43:03","guid":{"rendered":"https:\/\/www.theparkdb.com\/blog\/?p=8615"},"modified":"2025-05-02T01:45:21","modified_gmt":"2025-05-02T01:45:21","slug":"case-study-discovery-adventures-shangrao-adventure-camp","status":"publish","type":"post","link":"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/","title":{"rendered":"Discovery Adventures Shangrao Adventure Camp"},"content":{"rendered":"<h1><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_63 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/#Mandate\" title=\"Mandate:\">Mandate:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/#Introduction\" title=\"Introduction\">Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/#Market_Comparable_Context\" title=\"Market &amp; Comparable Context\">Market &amp; Comparable Context<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/#Conceptualization\" title=\"Conceptualization\">Conceptualization<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/#Adventure_Park\" title=\"Adventure Park\">Adventure Park<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/#Camp\" title=\"Camp\">Camp<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.theparkdb.com\/blog\/case-study-discovery-adventures-shangrao-adventure-camp\/#Further_Refinement\" title=\"Further Refinement\">Further Refinement<\/a><\/li><\/ul><\/nav><\/div>\n<\/span><\/h1>\n<h1><span class=\"ez-toc-section\" id=\"Mandate\"><\/span><strong>Mandate:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Conceptualize and provide high level economics for a <strong>Discovery<\/strong>-branded adventure park and educational camp.\u00a0 <\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-30-at-11.36.57\u202fAM.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-8746\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-30-at-11.36.57\u202fAM-1024x764.png\" alt=\"\" width=\"733\" height=\"547\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-30-at-11.36.57\u202fAM-1024x764.png 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-30-at-11.36.57\u202fAM-300x224.png 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-30-at-11.36.57\u202fAM-768x573.png 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-30-at-11.36.57\u202fAM-1536x1145.png 1536w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Screenshot-2024-08-30-at-11.36.57\u202fAM-2048x1527.png 2048w\" sizes=\"(max-width: 733px) 100vw, 733px\" \/><\/a>Our client was a Jiangxi Province-based real estate developer who owned several hundred hectares of land along the banks of the Xinjiang River in Shangrao, in Jiangxi&#8217;s northeast.<\/span><\/p>\n<h1><span class=\"ez-toc-section\" id=\"Introduction\"><\/span><strong>Introduction<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Adventure parks<\/span> are mostly outdoor grounds designed to offer visitors a range of physically engaging activities.\u00a0 They typically feature attractions such as zip lines, rope courses, climbing walls, and obstacle courses, providing highly engaging, participatory experiences designed to challenge both the body and mind.\u00a0 Group visitation is important; schools and corporate groups on team-building exercises figure prominently among visitors at these parks.\u00a0\u00a0An adventure park&#8217;s &#8220;attractions&#8221; are highly engaging and intensive &#8211; a single course may take upwards of half an hour to complete, and the entire program can be measured in hours.\u00a0 These are structured, accompanied experiences and the cost of an admissions ticket is correspondingly several times higher than that of a typical amusement park.<\/span><\/p>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide4-1.jpeg\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-8747\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide4-1-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide4-1-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide4-1-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide4-1-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide4-1.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">At the time of the study, there were numerous adventure parks in China, as well as a Discovery-branded <strong>Discovery Adventures Moganshan<\/strong> situated in the Moganshan National Park, of Zhejiang Province.\u00a0 Discovery Moganshan operated as a typical adventure park, with a low-visitation, high-per capita spending (US$100+) operational model, and a focus on catering to large groups.\u00a0 Annual visitation was less than 100,000 visitors per year.\u00a0 However, most other adventure parks in China did not rely so heavily on group visits, and had an a la carte pricing model (US$10, $20, $30) for their various experiences.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Educational learning camps<\/span> are well-established programs designed to combine recreational activities with educational experiences.\u00a0 With a wide range of possible subjects, from science, technology, nature, arts, and life skills, they provide children and teens a unique opportunity to learn outside a traditional classroom setting, in a hands-on, experiential learning environment.\u00a0 In the United States, camps were a $4 billion, 100-year old industry (as of 2021).<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">In China, such camps were a burgeoning industry.\u00a0 In a survey conducted in 2018, the camp industry had been growing at rates close to 20% for several years, and the majority of camps less than five years old.\u00a0 These camps were in the same model as their Western counterparts, catering to children and teens, with average teacher to camper ratios of 1:6, and programs ranging from day camps to week or two-week durations.<\/span><\/p>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide9-1.jpeg\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-8748\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide9-1-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide9-1-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide9-1-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide9-1-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide9-1.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a> <a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide14.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8749\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide14-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide14-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide14-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide14-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide14.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">In discussions with the client, we were tasked to help conceptualize and quantify an attraction that would combine these two components at the Discovery Camp Shangrao.\u00a0 The camp needed to include both day and overnight programs tailored specifically for children, with entertaining and educational activities and experiences.\u00a0 The camp would need to be an all-ages, family destination with adventure park elements.<\/span><\/p>\n<h1><span class=\"ez-toc-section\" id=\"Market_Comparable_Context\"><\/span>Market &amp; Comparable Context<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Often in China, doing a population analysis reveals numbers so large as to be meaningless.\u00a0 There were 2 million people living within an hour&#8217;s travel time from the site, and 18.8 million within three hours.\u00a0 But a more segmented view revealed some distinct segments that should be targeted by the attraction:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Family adventurers<\/span> &#8211; a demographic of families with young and school-age children.\u00a0 This accounted for 19% of the market.<\/span><\/li>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Corporate team-builders<\/span> &#8211; adult age groups, higher education level, white collar professionals.\u00a0 This segmented account for slightly above 10% of the market.<\/span><\/li>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Weekend warrior-explorers<\/span> &#8211; singles or couples aged 25-44, without children.\u00a0 This segment was 22% of the market.<\/span><\/li>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Retirees<\/span> &#8211; older adults aged 55+.\u00a0 This was 24% of the market.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide18.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8750\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide18-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide18-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide18-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide18-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide18.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide97.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8752\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide97-1024x578.jpeg\" alt=\"\" width=\"800\" height=\"452\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide97-1024x578.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide97-300x169.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide97-768x433.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide97.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">In terms of attractions, the market did not have any notable adventure parks.\u00a0 There were a few amusement (ride) parks in and around Shangrao, and some waterparks.<\/span><\/p>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide19-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8753\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide19-1-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide19-1-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide19-1-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide19-1-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide19-1.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Camps, however, were a different story.\u00a0 There were a high number of summer and year-round camps that would be direct competitors to the Project.\u00a0 One notable characteristic of Chinese camps is the high representation of military barracks-style training.\u00a0 These military camps include &#8220;hardship&#8221; boot camps designed to foster self-sufficiency, character development, discipline, and independence in children.\u00a0 There were many of these, but the market also included typical science, nature, and craft camps.\u00a0 Moreover, pricing for the camps was lower than nationwide averages for the same type, although higher than for other amusement or adventure park types.<\/span><\/p>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide20-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8754\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide20-1-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide20-1-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide20-1-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide20-1-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide20-1.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide22.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8756\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide22-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide22-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide22-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide22-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide22.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><span style=\"font-size: 20px; font-family: 'EB Garamond';\">For a more in-depth understanding of potential guests, we ran three surveys on preferences for the program and operating model.\u00a0 These revealed the following:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\">The programming elements most highly rated by respondents included <strong>typical camp attributes like woodland exploration and life skills<\/strong>.\u00a0 Playground and obstacle course elements were rated most highly among adventure park elements.<\/span><\/li>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Respondents preferred the conceptual <strong>combination of camp and adventure park<\/strong> to a far greater degree than each element individually.<\/span><\/li>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Respondents preferred long or short durations, and nothing in between.\u00a0 I.e., they were far more likely to prefer either a <strong>2-week camp or a 1-2 hour day camp<\/strong>.<\/span><\/li>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\">The program and curriculum of the attraction was far more important than scheduling or branding.<\/span><\/li>\n<li><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Importantly, respondents <strong>favored parent-child experiences<\/strong> over child-only experiences.<\/span><\/li>\n<\/ul>\n<h1><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide30-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8757\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide30-1-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide30-1-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide30-1-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide30-1-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide30-1.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/h1>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide33.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8758\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide33-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide33-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide33-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide33-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide33.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a> <a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide31.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8759\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide31-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide31-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide31-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide31-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide31.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<h1><span class=\"ez-toc-section\" id=\"Conceptualization\"><\/span><strong>Conceptualization<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">In order to conceptualize the hybrid Discovery Adventures Shangrao, we combined our knowledge of the market with benchmarks.\u00a0 For the adventure park, we tabulated the most commonly appearing elements in Chinese adventure parks.\u00a0 These were &#8220;altitude&#8221;-based challenges, such as zipline, ropes courses, ferrata, climbing, bungee-jumping, and towers.\u00a0 This was true at Discovery Adventures Moganshan as well.<\/span><\/p>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide45.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8760\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide45-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide45-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide45-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide45-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide45.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">As a preliminary concept, we recommended the following program.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Adventure_Park\"><\/span><strong>Adventure Park<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">This would be the area that allowed access to the general public in the form of all-access day passes or a la carte experiences.\u00a0 It would cater to all ages, but be characterized by higher levels of thrill, adventure, and exploration than the camp area.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Tower\/observation deck &amp; tower\/treehouse<\/span> &#8211; the central landmark structure offering the \u2018views\u2019, and viewable from a distance. Experiences like zipline, swings, bridges, etc., can be launched or offered from this platform.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Ropes\/obstacle course<\/span> &#8211; the landmark experiences of the adventure park. Can be combined with a number of experiences like zipline, mazes, swings as a central platform for multiple experiences.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Aviary or butterfly garden<\/span> &#8211; bird and butterfly interaction experience, can have educational aspect and be integrated with the camp.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Village<\/span> &#8211; central meeting space for events, shows, offering a variety of retail, and F&amp;B.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Adventure playground<\/span> &#8211; nature-themed interactive playgrounds and play structures.<\/span><\/p>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide55.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8761\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide55-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide55-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide55-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide55-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide55.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a> <a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide56.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8762\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide56-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide56-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide56-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide56-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide56.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Camp\"><\/span><strong>Camp<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">This would be the educational area of the attraction, catering mostly to younger children on overnight stays, or children and their parents in a day camp format.\u00a0 Visitors to this area are expected to have access to the adventure park.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Nature classroom(s)<\/span> &#8211; outdoor, interactive classrooms in a variety of settings for wide variety of subjects.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Gathering area<\/span> &#8211; central meeting space for group events and activities.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Nature kitchen<\/span> &#8211; outdoor, interactive space allowing children to take part in cooking.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Herb\/vegetable garden<\/span> &#8211; garden for both activities and food supply for the nature kitchen.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Kids village<\/span> &#8211; central meeting space also with roles as an activity space, cafeteria, and playground.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\">Treehouse camp<\/span> &#8211; overnight accommodations provided for campers<\/span><\/p>\n<p><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide57.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8763\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide57-1024x768.jpeg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide57-1024x768.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide57-300x225.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide57-768x576.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide57.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide58-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8765\" src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide58-1-1024x573.jpeg\" alt=\"\" width=\"800\" height=\"448\" srcset=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide58-1-1024x573.jpeg 1024w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide58-1-300x168.jpeg 300w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide58-1-768x430.jpeg 768w, https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2024\/08\/Slide58-1.jpeg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<h1><span class=\"ez-toc-section\" id=\"Further_Refinement\"><\/span><strong>Further Refinement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">For more details, including illustrative financials, <span style=\"font-size: 18px; color: #19a48a; font-family: Geologica;\"><a href=\"https:\/\/www.theparkdb.com\/store\/product\/case-study-discovery-adventure-camp-shangrao\/\">purchase the case study here<\/a><\/span>.\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mandate: Conceptualize and provide high level economics for a Discovery-branded adventure park and educational camp.\u00a0 Our client was a Jiangxi Province-based real estate developer who owned several hundred hectares of land along the banks of the Xinjiang River in Shangrao, in Jiangxi&#8217;s northeast. Introduction Adventure parks are mostly outdoor grounds designed to offer visitors a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":8746,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[55],"tags":[94,10,143,144],"class_list":["post-8615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-adventure-park","tag-china","tag-discovery-adventures","tag-nature-camp"],"acf":{"":"","bfi_title":"","bfi_title_2":"","bfi_description":"","chart_image":"","chart_title":"","chart_description":"","bc_title":"","bc_sub_title":"","bc_content":"","bc_right_side_content":"","highlighted_image":"","highlighted_sub_title":"","highlighted_title":"","highlighted_bottom_text":"","highlighted_button_text":"","highlighted_button_link":"","below_highlighted_title":"","below_highlighted_sub_title":"","below_highlighted_content":"","below_highlighted_right_side_title":"","below_highlighted_list":""},"_links":{"self":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/posts\/8615","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/comments?post=8615"}],"version-history":[{"count":0,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/posts\/8615\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/media\/8746"}],"wp:attachment":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/media?parent=8615"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/categories?post=8615"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/tags?post=8615"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}