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<br />- <br /> <br />Section VI <br />PROJECTED ATTENDANCE AT <br />THE PROPOSED AQUARIUM <br /> <br />This section of the report presents our projections of attendance at the proposed aquarium. <br />First, we will project seasonal attendance, followed by projections of attendance patterns and <br />projections of facility requirements. <br /> <br />MARKET PENETRATION <br /> <br />Table #6 presents a summary of market penetration rates at three private sector aquariums in the <br />United States. (United States aquarium information was used as there is no comparison in Sunny Isles <br />Beach.) While there are differences in the actual rates among the three aquariums shown in Table #6, the <br />patterns of market penetration are similar, with the highest rates shown in the close-in zones. We are of <br />the opinion that the Client should have as its goal the achievement of market penetration rates in the range <br />shown in Table #6. <br /> <br />- <br /> <br />0-5 <br /> <br />Table #6 <br />MARKET PENETRATION RATES <br />AT SIX EXISTING AQUARIUMS <br />IN THE UNITED STATES <br />5-15 15-45 45-60 <br /> <br />Aquarium A <br />Aquarium B <br />Aquarium C <br /> <br />Miles <br />60% <br />68% <br />44% <br /> <br />Miles <br />39% <br />24% <br />20% <br /> <br />Miles <br />10% <br />13% <br />9% <br /> <br />Miles <br />7% <br />8% <br />5% <br /> <br />PROJECTED ATTENDANCE <br /> <br />Table #7 (page 14) presents lAD's projections of attendance at the proposed aquarium for two <br />years of operation. It may be noted that the first full year of operation is assumed to be 2012; the earliest <br />year that the Client believes the aquarium can be open. <br /> <br />lAD's estimates of market penetration rates for each market segment and the lower part of the table <br />shows the level of attendance projected to be derived from each market segment. <br /> <br />- <br /> <br />Feasibility Study for a Proposed Aquarium at Sunny Isles, Florida <br /> <br />Page 13 <br />