Dr. Snoot
Active Member
@UtakataNoAnnex will doubtless contribute her own thoughtful answer, but I'll throw my two cents in here.
The sheer size of the facility, up against the price point seems problematic.
You're looking at $40+ per person. For a family of four somewhere north of $120 (I'm assuming some discount); but that's not including parking or transit to the site, nor any food/concession, nor any extra (massage, programming etc.)
That's not a cheap day out. Certainly there are lots of people doing Spas around town at more than that, but they tend to be comparatively smaller facilities, and often targeting the indulgent girls night out, or romantic couple day out/weekend (for those with accommodation). Here they will require families and lots of repeat traffic throughout the year to make the numbers work.
For perspective, they're talking about a draw of 5,000,000 annually, which compares to Canada's Wonderland at ~4,000,000 annually. I think for most families, the latter is probably a more interesting day out, and likely the same or lower cost.
Now, Therme would obviously operate year round, where CW has about 1/2 a year of downtime.
Even then, you're talking average daily attendance of 14,000
I would call that ambitious, particularly in a post-novelty phase.
I think they would actually do better in outer suburbia, beside a highway or such, on the premise they could be cheaper and up their return trip/family rate on that basis.
On straight construction costs (if they hit their estimate); with their ideal attendance, the province subsidizing servicing and construction of parking, My math put them at $10 admission to break even over 7 years.
That sounds good until you realize that's with no overhead, no insurance, no marketing, no operations etc, and no lease cost to the province for the land, either.
We could have a fun time pegging a fair lease number, but I struggle to come to a place where they can break even at $40 per ticket, based on their own numbers.
Of course, we don't know the land-lease terms; I don't have Therme's pro-formas, so there's a bit of guessing at work; but I would simply say I find their business case optimistic at first blush; and wonder, as others do, what the plan is should it fail.
I'm not sure I see the issue. Other than bringing electrical and water services to the island (which is admittedly a significant expense), the remainder of the funding is coming from private sources. This is also a lease, not a sale. If the business goes tits up, the land will remain publicly owned, with the benefit of a massive building and significantly improved outdoor spaces.
Also, Theme already operates four very similar spas and has two under construction. It seems they know how to make a profit off this business model, or at least there is no reason to believe their business case is incorrect.
On a personal level, I've been to several Nordic-type spas outside Toronto. They are generally far away and very expensive ($100+, just for access to the pools). If there were an adults-only section of Therme with similar facilities, easily accessible from downtown, I would be happy to pay $40. Not to mention that there will also be restaurants, liquor, etc. I can also imagine ducking in for lunch or a drink while walking around Ontario Place, since there is no other food service within several kilometres.
My opinion is that this is an exciting development. Despite being shuttered since 2012, absolutely zilch has been done with Ontario Place. I'd rather this something, even if it fails, than absolutely nothing for the next decade.
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