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Week of February 20, 2003 |
Picture new Parrot Jungle profits with Kodak film & Pepsi products By Frank NortonMiami's new Parrot Jungle Island, set to open June 28 on Watson Island, has sealed exclusive vending deals with Kodak and PepsiCo worth several hundred thousand dollars each to the park. The new deals, granting exclusive sales rights to both brands, are part of a broader effort to reposition the quaint old-Florida theme park as a mass-market attraction. Tourists are expected to comprise about 70% of visitors to the relocated park, Parrot Jungle officials say. "Without a doubt associations with companies such as Kodak and Pepsi tell the public that Parrot Jungle Island has taken an incredible step in becoming a top-notch theme park," said Emily Marquez, park marketing manager. Austrian-born immigrant Franz Scherr founded the original Parrot Jungle in what is today the Village of Pinecrest, an upscale Miami suburb. Mr. Scherr's family later sold the park to veterinarian Bern Levine, who together with other park officials won City of Miami approval to move the attraction to Watson Island in Biscayne Bay. Parrot Jungle's Pinecrest site closed in early November. The theme park's move to city-owned Watson Island could bring the city about $1.2 million in rent during the first year of operations. The state will also collect sales taxes. Mr. Levine was not available for comment on Parrot Jungle's new marketing agreements, but other officials said Kodak and PepsiCo made sense as business partners because of shared brand values. Under the deals, Parrot Jungle will extend exclusive vending rights to both Kodak and Pepsi for photography/imaging and beverage/snack products in return for a cut of sales revenue and other in-kind services. Event Imaging Solutions, a Kodak company, will provide the park with all imaging systems and personnel as well as 30% of net sales for the five-year contract period. Photo spending per guest is expected to average $1.20 to $1.50, with about 1 million guests expected for the first year of operation, park officials said. Under the park's 10-year deal with PepsiCo, the firm will provide vending machines, coolers and fountain dispensers, plus a cut of revenue ranging from 25%-40%. "The more we sell the more we stand to make," Ms. Marquez said. Parrot Jungle officials said marketing services, such as promotional and media support provided by PepsiCo, could be worth as much as $400,000 annually. Bobbi Ibarra, general manager at Parrot Jungle Island, said marketing arrangements with co-branding partners drive 2% to 5% of total operating revenue, expected to rise above $20 million in the 18-acre park's first year of operation. |
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