fun city

2010 © Fun City Oasis LLC. All rights reserved.

THE SMILE STORY

A division of Landmark Hospitality and Leisure Services Ltd.


Index

A. Our Story…………………………………………………1

Evolution……………………………………………………1 Chairman’s Message……………………………………..3

Our Mission………………………………………………4

Our Footprint……………………………………………….5 What We Do……………………………………………….7

B. The Game………………………………………………...22

It’s your turn. Come, Play!...........................................22 Kiddie? Medium? Big?.................................................23

What would you do? ...................................................24

You are a part of the ride………………………………..25 C. Content is King…………………………………………...26

Hand Book Chapter 1: The Project…………………….27

Hand Book Chapter 2: Store Design…………………..28

Hand Book Chapter 3: SOPs…………………………...29

Hand Book Chapter 4: Training………………………...33

Hand Book Chapter 5: Marketing Support…………….35 D. Serious Fun………………………………………………36

Price Per Play…………………………………………….37

Icing AND the Cake……………………………………...38 E. Its your turn……………………………………………….39 F. Contact us……………………………………………….40


Smiles guaranteed!

Fun City is the perfect place for you and your family. From creative games to fun learning experiences, we have something for every child. Your smiles will go wider as you enjoy the array of games and activities; which are always made more FUN by our friendly staff.

Whether you’re looking for thrilling rides, or some quiet time at the play area to bond with your little one, Fun City is your ideal indoor playground. Come, Play!

Evolution Fun City’s business ideology is based on putting a smile on everyone’s face. As one of the best-recognized family entertainment brands across the UAE, Oman, Qatar, Egypt and India, we spread joy and laughter among families and children in more than 33 locations.

We revel in the happiness of others. While doing so, we have ensured that the entertainment experiences that we provide are wholesome, allowing a scope to learn while having fun in a community-based environment. Fun City is a member of the Landmark Group, a retail giant that operates in 15 countries and has a turnover in excess of USD 3.8 billion. For more information on the Landmark Group, please visit www.landmarkgroupme.com

Our Story | 1

http://www.landmarkgroupme.com/


Fun City was first established in 1999 and our over decade long experience has helped us finely balance our guest expectations with operational efficiency and profitability. We have always tried to be close to our customers and ensure that every transaction they have with us is a fun filled one. Our entertainment centers typically include activities designed to encourage imaginative play, social and pretend play opportunities, dress-up and role-play along with fine-motor skill development and other open-ended play opportunities, including those found in a great indoor playground. Each of our centers is carefully designed keeping in mind the unique needs of the neighborhood. Great emphasis is given towards offering a unique blend of games and activities in open and spacious facilities. Our staff is carefully selected and often has a degree in Education and has experiences in dealing with children of all age groups. Our guests literally grow

before our eyes and make us a part of their life and celebrations. Fun has many faces at Fun City. Fun n Learn area for children age 0-4 provides avenues for mental and physical development of a child, whereas the softplay area called PlayZone provides a safe and secure place to slide, run, climb, jump around and enjoy. Fun City has its own Kiddy Kutz Salon that specializes in child hair grooming and adds fun to the process by various entertainment options and also produces fun food at its restaurant Foody’s. Birthday parties, School Trips and Mom’s Coffee Mornings are the perfect get-togethers that make every moment for family and friends a whole lot more fun and memorable. For the elder children, teens and adults, Fun City offers kiddie rides, family rides and attractions, arcade games, redemption and novelty games, pool and bowling. Fun never stops in Fun City. Come, Play!

Our Story | 2


Chairman’s Message “At Landmark Group, our statement of purpose is ‘Creating exceptional value for all those whose lives we touch’. This is as true today as it was in 1973, when we started with Babyshop in Bahrain. The cornerstone of our philosophy is listening, adapting, and delivering exceptional value. What sets us apart at Landmark Group is a strong and dynamic culture of entrepreneurship.” Micky Jagtiani

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Silvio’s Message

Our Story | 4


Our Vision: Fun City and its Brands are the offer of choice in the MENA region for

indoor and outdoor leisure activities,

by delivering exceptional value and fun to its guests.


Our Footprint:

Many more to come very soon!

Store Area (sq ft) Burjuman Mall, Dubai 4,850

Mercato Mall, Dubai 5,272

Reef Mall, Dubai 24,910

Lamcy Plaza, Dubai 19,939

IBN Battuta, Dubai 15,515

Al Asmakh Centerpoint, Doha 4,575

Marina Mall, Abu Dhabi 42,641

Jimi Mall, Al Ain 52,303

Manar Mall , RAK 21,940

Centerpoint Salalah, Oman 5,522

City Center, Doha 66,000

Arabian Center, Dubai 15,755

Oasis Centre, Dubai 24,380

Bawadi Mall, Al Ain 67,738

Kingdom of Isis, Cairo 1,627,194

Dalma Mall, Abu Dhabi 28,126

Barwa Plaza, Doha 3,810

Safeer Mall (6)

Bahrain (2)

Sharjah Babyshop

Al Khor

Our Story | 5


Our Story | 6


What we do

School Trips

Kiddy Kutz

Fun Zone

Big Rides

Cool Pool

Super Strike

Let's Party

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The Brand “The Brand Fun City has evolved over a period of time and has always stayed relevant to its audience. We underwent a rebranding exercise in 2009 to bring freshness and more fun to the brand! We spread a smile on children’s face, and to do that, it is critical that we speak in their colors, their moods. “ “It’s a story of the pow and the smileys; the action and the fun that Fun City brings together; whether that be through a birthday party, school trip or through the rides and games. “ – Kunal Harisinghani (Marketing Manager, Fun City MENA)

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At Fun City, we plan the finest parties with a wide choice of party packages for yout o choose from. Starting from only Dhs 45/per child! Take advantage of an amazing lineup if entertainment and excitement with fun activities

including clowns, magicians or our very own mascots. Enjoy face painting, balloon bending, juggling, yummy meals, party giveaways and so much more! Fun City, just the place for a perfect party!

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Where kids can have fun AND learn at the same time! Fun 'n Learn play area is specially designed to suit children from ages 0 to 6. Regular activities are conducted inside the play area by

trained "play leaders." Some activities offered are: arts and crafts, singing and dancing, coloring and activity sheets, pretend play, and so much more!

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For the tiny ones! Fun n Learn’s exclusive area for the 0-2 year old.

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Kids will be kids. And what better place than Fun City’s ‘Play Zone’ for them to unleash their antics. Play Zone is the safest place to go wild! State of the art soft play areas for your restless little ones to jump, hop, run, climb, slide and fall.

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We’ve made getting a hair cut FUN! Kiddy Kutz is the perfect place to enjoy a haircut while you watch cartoons. First of its kinds specialized children’s hair cutting salon that not only provides safe, clean and hygienic hairstyling, but

also makes it fun and memorable. First haircut certificate, a lock of the first hair, and cartoons all the way ensure that kids don’t envy the haircut, only at Kiddy Kutz. Good for boys and girls from 0 to 12 years old.

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Big Rides and Big Fun at Fun City! Fun City has in-store, a whole lot of thrill fun as well. Big rides ensure that there is something for the entire family to enjoy together.

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Fun-Tastic Thrills With a range of exclusive custom made rides being added to our stores, we will ensure that thrill has a uniqe meaning for our guests.

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Cue up on your skills. Pot the colored balls and test your aim as you indulge in a competitive game of pool at the Cool Pool zone.

Our Story | 16


Get all the pins! Strike, spare or split your opponents as you challenge your friends to a game of bowling, only at Super Strike, Fun City – Bawadi Mall.

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Redemption, Novelty and Video Games Slam a Winner, Deal or No Deal, Big Bass Wheel, Sega UFO Catcher, Super Bikes2, Harley Davidson, Red Hot and scores more! Best in the line, latest in the world, classics of the globe and the legends of the trade; we’ve got them all!

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Exclusive Fun Fun City has tied up with leading ride manufacturers to haave custome made exlusive rides for Fun City and its Franchisees. These rides are custom designed to Fun City to cater to the target audience, to match the thrill levels, bring in unique excitement and align with the branding of the store.


Redemption, Novelty and Video Games It’s always nice to be rewarded. And it is even more nice to be rewarded for having FUN! Fun City’s redemption counter has all that you can dream of. Bikes and cars, soft toys and stars.

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School Adventures

Fun City ensures that learning is Fun! School adventures offers school packages for school trips that are not just restricted to fun on the game machines and the play zone, but are also the perfect avenue for team building, learning new activities at Fun n Learn etc etc.

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www.funcity.ae

We bring the fun to your screen! Log on to www.funcity.ae to know where to find fun in one of Fun City’s stores with the help of the interactive locations map, or order some fun with the Party Booking form, or simply play some fun games online.

Fun City is the regions first FEC to accept party bookings online! Follow us on facebook and twitter for latest events, updates, party photos, game launches and eneter contests to win prizes. Come, Play!

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http://www.funcity.ae/


It’s you turn. Come, Play!

The Game | 22


Come, Play! Kiddie? Medium? BIG? Just how big do you want to play?

Have you got what it takes? • You’re looking to make a 10 year commitment. • You feel you can play an important role in your local community as an employer, entertainment provider, and industry benchmark setter. • You’re energetic and take a hands-on approach to any task that needs doing. • Whatever your career background, You/your organisation is a good team leader who can get the best out of people. • You can meet the financial criteria outlined on page 41

You would be a large

and valuable part, to

your community as well

as to a multinational

leisure brand.

The Game | 23


What You would Do?

As a Fun City franchisee, you rent the real estate, but purchase the fittings, equipment and the right to operate it or 10 years. You also benefit from the inherent goodwill of the business, the right to use our brand, as well as our proven formulas and systems. At the end of 10 years, you will own a valuable, saleable asset. The more energy you put into it, the greater its value will be.

We give you all the tools and the backing you will need. So you get store layouts, standard operating procedures, IT blueprints, HR training and support, procurement handbook and updates, marketing and promotion support and technical and maintenance expertise, not to mention the power of one of MENA’s best known FEC brands pulling customers in. But in the end, success is up to you. That’s why we’re looking for a certain type of business partner.

We don’t expect you to

reinvent the game, just to

make it more fun.

The Game | 24


You are a part of the ride

To become a successful franchisee, you need to take on board everything we’ve learned in over 10 years of successfully running entertainmen centres. That’s why our training programme takes about three months full-time. The program covers A to Z of running a FEC. You’ll learn about all our operating procedures, systems and we’ll train you to do every role in a Fun City store. At the end of the three month programme, you will have all the skills you need to take over a FEC and using your talent to add value to the store and making it a bigger success. You will also need to pay a training deposit of AED 50,000 which is refundable on completion of the with the training. You learn throughout your time as a franchisee. A Fun Advisor is always on hand to give you advice and support, in collaboration with the expert team at the corporate office. You’ll even get your say in how Fun City Middle East is run through your representative Fun Advisor. Management is accessible and they really do listen to franchisees. So in a small way, you’ll be able to influence the development of one of the regions leading leisure brands.

With Fun City, you are

not just a Franchisee;

you are a part of the fun

ride

We’ll train you to do

what works best. And

we’ll be with you all the

way throughout your

franchise period with

continued training and

support.

The Game | 25


Content is KING

To give you a glimpse of what you would get as a Fun City business partner, we give you a sneak peek into the hand book.

You’ve probably heard

the expression,

‘Content is King’.

Fun City is a firm

believer in the same.

Bigger is not always

better.

Fun City is a’Family

Entertainment Center’

and not an ‘Indoor

Theme Park’.

Content is King | 26


Hand Book Chapter 1 - The Project

Store Layout:

Maximization of per foot

rented space is the key

to a successful FEC; and

the store layout/machine

placement plays the key

role in the machine

revenue collection.



Hand Book Chapter 2 – Store Design A complete store design, wall graphics, flooring, welcome desk, fences etc will be developed for your specific site.



Hand Book Chapter 2 – Standard operating procedures (SOP) We have made it as easy

as A B C. Every Ride and

every procedure is

documented for a layman

to get acquainted and

implement immediately.



Hand Book Chapter 3 – HR Manuals



Hand Book Chapter 4 – Marketing Support

Fun City provides franchisees with a complete marketing manual that outlines what to do from January 1 to December 31. The manual has a detailed calendar for each month that not only explains when to run what promotions, but provides advance notice on when to order materials, tips on how to use them, and other important information. Fun City also has created every ad, poster, banner and other item you will need to implement the marketing

program. All you have to do is follow the detailed instructions. You can also contact your Fun City consultant at any time for help, guidance or answers to questions. You will be responsible for production costs, but the designs are already complete and the digital files you need for printing are ready for use.



Serious Fun In the business of spreading smiles, we take the job of making fun very seriously. When selecting new franchisees, we take great care to make sure that we – and you – feel you’re absolutely right for the business. We’re going to be partners for 10 years, so it’s important we get it right. This is a people business. So one of the most important qualities you’ll need is the ability to connect with people. You’ll not only be responsible for developing your staff, you’ll also be the sort of person who enjoys meeting customers and going out into the local community. The first stage in the selection process is to complete the enclosed application form and return it to our business development team. If we think you’ve got potential, we’ll invite you to meet us. If we’re both still interested, you’ll be asked to spend five days working in a Fun City, so you can find out what it’s like. If this goes well, you’ll come to a final meeting with the selection panel. If we both feel 100% sure that a Fun City franchise is right for you, training can begin as soon as you’re ready.

Serious Fun | 36


Price Per Play Minimum Franchise Terms - 5 Years supported by business plan (To be prepared by

Franchisee)

Supported by Trademark usage Agreement and site Agreement (each store) Babyshop team will provide – Training in setting up & running the store, Marketing Know How support Operating manuals Franchisee will source exclusively from Babyshop Site selection in consultation with Franchisor Store Opening Fees - USD10,000 – 50,000 (depending upon box size) Franchisee Fees - 7% on sales paid quarterly Franchise shall spend at least 3% of the sales for Marketing & Promotion Franchisee/Group Companies will not operate any Competing Business during the

Term, without prior approval of Landmark Payment Terms for supply of merchandise -Letter of Credit through a reputed Bank ( as

approved by Landmark) LC at Sight. The Franchisee shall have no right to transfer the Franchise without the Franchisor’s

consent. Franchisor will have the right to invest in the business.

• Cost to establish a Timezone Centre From $700,000, excluding GST and working capital, for a 500sqm new Centre. Significant contributions to fit-out costs are also available from some landlords.

• Average Centre sales In excess of $1m pa for an established Australian Centre • Earnings Good operators are achieving in excess of 30% annual Earnings* • Royalty: 6% of net sales • Marketing Levy: 1.5% of net sales

Store Size 20,000 Sqft 14,000 Sqft 7,500 Sqft

Number of Staff 25 20 10

Store Manager 1 1 1

Asst. Manager 2 1 1

Cashier 4 4 2

Staff 18 14 7

Investment A - Type Store

Investment B - Type Store

Investment C - Type Store

Location

Malls

High Street

Avg. Sales

Average ticket size

Avg. stock value at cost*

Avg. payback period

USD 66 -70 per sqft

USD 58 - 62 per sqft

USD 52 -56 per sqft

Set up a Babyshop store

Malls/High Street

Ground floor, Good visibility/near to lift

Ground floor

USD 0.70 - 1.20 per sqft

USD 40 - 45

USD 34 -59 per Sqft

2 to 3.5 years

Serious Fun | 37


Icing AND the cake

Return on investment - A Fun City franchise offers the opportunity to earn an outstanding return on investment – and we can provide you with historical figures to help you forecast what you could earn

Fun to operate and good working environment – Fun City centres are designed to be fun for your customers –and fun for you to operate. Customers visit us because they want to and pay before enjoying our products and services – unlike many businesses for whose customers purchase out of reluctant necessity and want credit! Our Centres are clean working environments – no perishables or food hygiene issues to worry about.

Proven Track Record – With a Fun City franchise you become part of a proven system of operation and a business concept with products and services that have been successful.

Faster Start - Drawing upon a quarter century of experience in the Family Entertainment Centre (FEC) business - your venture is off to a faster start with the support of skilled personnel that know the business intimately.

Purchasing Power – Fun City’s group purchasing power makes a big difference in lowering your cost of doing business. Coupled with our international sales department and personnel dedicated to sourcing the latest and hottest games at the best deals, we increase our partners' ability to manage cost and grow potential profit.

Business Support - As a partner - you will receive on-going business support that includes benchmarking your business against best practices. Also being part of the network you will benefit from the continuous actual testing of new games which will enable you to make informed choices when acquiring new games to constantly improve revenues.

Serious Fun | 38


It’s Your turn.

So How would you like to play?

It’s your trun | 39


Contact us:

Corporate Office: Jebel Ali Industrial Area 1, P O Box 25030 Phone: +971 4 809 4173 [email protected] www.funcity.ae For marketing and business development queries: [email protected] Working with us: [email protected]

Stores:

Store Phone Number Email Address

Arabian Center(Dubai) 04-2845679 [email protected]

Ibn Battuta(Dubai) 04-3669819 [email protected]

Lamcy Plaza (Dubai) 04-3352700 [email protected]

Mercato(Dubai) 04-3499976 [email protected]

Oasis Centre(Dubai) 04-3397783 [email protected]

Reef Mall(Dubai) 04-2222405 [email protected]

Marina Mall (Abu Dhabi) 02-6815527 [email protected]

Dalma Mall (ABu Dhabi) 02-5507407 [email protected]

Bawadi Mall (Al Ain) 03-7840338 [email protected]

Jimi Mall (Al Ain) 03-7630206 [email protected]

Manar Mall (RAK) 07-2281881 [email protected]

City Center (Doha)

Al Asmakh (Doha)

Centerpoint (Salalah)

Barwa Plaza (Doha)

Follow us on facebook: www.facebook.com/funcitycomeplay

Follow us on twitter: www.twitter.com/funcitycomeplay

2010 © Fun City Oasis LLC. All rights reserved. Information subject to change without notice.

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openended play opportunities

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