1. Case Studies – Brownfields in the Czech Republic and Abroad 21.9.2010 TRAVEL, LEISURE AND TOURISM ADVISORY

2. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Brownfield revitalization stages – marketing strategies Choosing location, land use analysis property owner publicizes interest of the town hall to renew the area via P.R. (positive or negative PR for town representatives) public sector may offer incentives for brownfield owners, help with promotion Initial PhasePreparation phase Project realizationFacility in operation Decision on new land use P.R. explaining change in land use to public (in cooperation with public entities) Marketing tools: P.R., above-the- line communication, interviews with and proclamations of experts and popular persons Beginning of construction property operator takes on the responsibility for further marketing Opening of the facility marketing is under operators control

3. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Factors influencing marketing strategies Brownfield location

4. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Factors influencing marketing strategies Brownfield origin

5. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Case studies - Germany Landschaftspark Duisburg-Nord opened in 1991

6. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Case studies - Italy Nhow Milano - 4* Hotel opened in 2006 249 rooms

7. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Case studies – Czech Republic Babylon Centre Liberec opened in 1998 aqua park, wellness centre, amusement park

8. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Case studies – Czech Republic Sokolov Golf course opened in 2006 18 hole course, restaurant, clubhouse, open air pool Michal plans for construction of zoo park and forest park

9. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. Case studies – Czech Republic Žacléř

10. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. 999 Case study – Czech Republic – Lake Milada Lake Milada Future land use centre of water leisure time activities, summer relax facilities for yearlong sport activities diving school activities for families with children fishing

11. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. 10 Case study - Lake Milada: Definition of demand – marketing target group FishermenSportsmenSchools Summer camps for children Conferences, events Young, single Families with children Middle age persons Seniors Ústí n/L and Teplice regions Ústecký county Prague agglomerations Other parts of Czech Republic Sachsen Lake Milada visitors Demographic aspects Specific group Geographic aspects

12. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. 11 Weaknesses 1.partly geo-mechanically unstable soil 2.only preliminary concept of land transfer between owners 3.property ownership Strengths 1.local municipalities are willing to cooperate 2.Genius Loci 3.project uniqueness 4.good transport accessibility 11 Case study - Lake Milada: Initial marketing strategy examples – SWOT analysis SW OT SWOT analýz a Threats 1.unexploited brown coal deposits 2.insufficient budget for infrastructural investments 3.construction limits because of ecological reasons Opportunities 1.joining marketing budgets of municipalities 2.opportunity to eliminate seasonal declines 3.demand for sport facilities SW OT SWOT analýz a SW OT SW OT

13. © 2010 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved. 12 Know your client your strategy Who is your client? a) investor b) visitor/customer 4 P Product Place 1 2 3 Promotion Price

14. Michaela Žáčková Kateřina Erbenová Thank you for your attention KPMG Czech Republic, s.r.o. +420 222 123 647 mzackova@kpmg.cz