The Bay: 5-year action plan - Emerging Property
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Guide
The Bay: 5-year action planInvesting in excellence
Two industry-respected experts are responsible for day-to-day management, US equity fund – Aria also boasts a comprehensive set of capabilities across all
as well as rolling out the operational strategy: other key aspects of UK holiday park investing:
Richard Carrick, Aria Resorts Chairman: • Acquisition – the selection and purchase of your property is carried out by
• Former CEO Hoseasons and MyTravel leaders in the UK leisure & tourism investment sector
• Executive roles with Saga, Forte Hotels and ILG Travel &
Air Tours Holidays • Property development – a £1.3bn London-based developer is responsible
• President of CIMTIG for the planning and implementation of all redevelopment and
refurbishment
Iain Brown, Aria Resorts CEO:
• Senior roles at Aldi, Whitbread, Phones 4u and Thresher
• Finance – the purchase and redevelopment of The Bay has been funded by
• Innovative and successful CEO at Sandy Balls Holiday
a $27bn US equity fund, with an established $13bn UK property portfolio.
Park, New Forest 2011-2017
This means that none of the redevelopment work is being financed through
Proven track record
sales.
During his time at Sandy Balls Holiday Park, Iain Brown grew earnings before
interest, taxes, depreciation & amortisation (EBITDA) from £100k in 2011 to
£3.6m in 2016. You can thus be reassured that all work will proceed as planned, with much of
the refurbishment already complete.
He achieved a 29% EBITDA compound annual growth rate from 2011 and
increased holiday lettings revenue 38% from 2011 to 2016. The final piece of the puzzle
3 further layers of expertise A marketing and bookings partnership with Hoseasons – the UK’s leading
specialists in self-catering holidays – ensures that all efforts will be made to
As a joint venture between T&B Capital and Bmor – with backing from a $27bn attract guests to The Bay.
2What to take from this report
This action plan is being implemented by our partner Aria Resorts, demographics. This is helped by Aria’s wide marketing reach, which
who have vast experience in achieving long-term occupancy and includes established relationships with all major travel agencies and
rental growth. a strong online presence.
After extensive due diligence on The Bay, the decision to refurbish
This strategy fuses physical improvements with a detailed marketing
accommodation and improve amenities was taken to maximise
plan, and provides peace of mind to private investors. And given the
visitor demand.
shortage of competition, these growth targets are conservative and
The marketing of The Bay has been tailored to address key will most likely be surpassed.
5-year growth projections (unit average)
2018 2019 2020 2021 2022
Revenue £16,750 £19,960 £23,647 £26,592 £27,922
Occupancy 60% 65% 70% 75% 75%
£ Growth £3,210 £3,687 £2,945 £1,330
% Growth 19% 18% 12% 5%
03Year 1: 2018
Occupancy level Total revenue
60%
£16,750
2018 2019 2020 2021 2022 2018 2019 2020 2021 2022
Yearly Refurbishment of all 50 units
This significant growth
August update is the result of a
strategy Marketing activities: new website created,
successful marketing improved booking experience, improved
66% increase in
booking value
strategy and full site
renovation, with the
relationship with online travel agents, cleanse
cottages given a clean, database, run campaigns, reposition The Bay
42% increase in
daily rate
coastal makeover and
private hot tubs.
within the market, improve social media and
deliver PR
04Year 2: 2019
Occupancy level Total revenue
65%
£19,960
2018 2019 2020 2021 2022 2018 2019 2020 2021 2022
Yearly Price increase of 10% as momentum grows and
5%
brand develops - bistro developed for 2019 season
projected strategy
occupancy growth
Occupancy rate increased to 65%
19%
Further marketing campaigns in conjunction with
projected growth of database - campaigns targeting families,
income growth
pre-school, dog walkers, empty nesters, private
schools
05Year 3: 2020
Occupancy level Total revenue
70%
£23,647
2018 2019 2020 2021 2022 2018 2019 2020 2021 2022
Yearly Price increase of 10% following increased demand
5%
and enhanced reputation
projected strategy
occupancy growth
Occupancy rate increased to 70%
18%
Increase loyalty through return offer
projected
income growth Partnership marketing and targeted increase in
database
06Year 4 & 5: 2021 & 2022
£27,992
Occupancy level 75% 75% Total revenue
£26,592
2018 2019 2020 2021 2022 2018 2019 2020 2021 2022
Yearly Occupancy increased and stabilised at 75%
5% projected occupancy
growth in 2021
strategy Price increases of 5% each year
Additional activities where opportunities exist.
Should we need to put in an increase in marketing
5% projected income budget, we will continue to do so
growth in 2022
We will also have a greater ability to align the
marketing of The Bay to other assets in the business
07Next steps...
Talk with us today
Your questions answered +44 (0) 203 287 8727
info@emergingproperty.co.uk
View floor plans – check availability
Reserve a unit www.emergingproperty.co.uk
Speak to one of our senior property Arrange a consultation
consultants at a convenient timeInformed investing
Our vision is to help you to tap into the enormous potential of yield-
driven UK property.
We are the exclusive master agent for an award-winning property
developer, with offices in the UK and Dubai and supported by a global
network of agents.
Our consultative approach and committed after-sales team ensure
that we keep buyers informed from purchase to resale.
Realise your investment goals, speak with us today
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