Environmentally Friendly Indoor Electric Go Karting in Kent

Tourism is a rapidly growing global industry, with wildlife attractions being particularly effective in terms of education and consumer engagement. In Kent, UK, the region benefits from its proximity to Europe and London, contributing to its vibrant tourism industry. This report proposes the development of an environmentally friendly indoor electric Go Karting circuit in Canterbury, aimed at students in the surrounding areas. The goal is to create an exhilarating and unforgettable experience for karting enthusiasts of all ages and skill levels.    

Development of A New Kent Indoor Electric Go Karting
By Sanilka Milaksha Weerapurage
Table of Contents
Introduction.......................................................................................................................1
The Proposed Products and Services...................................................................................2
Price.............................................................................................................................................3
Location/ site selection criteria..........................................................................................3
Location:.......................................................................................................................................3
Accessibility:.................................................................................................................................4
Parking:........................................................................................................................................5
Target Market....................................................................................................................5
The industry.................................................................................................................................5
Competitors.......................................................................................................................6
Canterbury Bowling......................................................................................................................6
Karting Lydd.................................................................................................................................6
Risk....................................................................................................................................6
New trends and development............................................................................................7
Sales and Marketing Strategy............................................................................................7
People................................................................................................................................7
Conclusion.........................................................................................................................8
Reference...........................................................................................................................9

Introduction
Tourism is a thriving global industry, and statistics indicate that tourism receipts have
experienced a 12% growth over the past decade (Durbarry, 2008). This rapid growth is also
evident in the UK, where VisitBritain (2021) reports that tourism has been the fastest-
growing industry, with an annual growth rate of 3.8% over the last 10 years. Within the
tourism industry, wildlife attractions have proven to be highly effective in terms of education
and consumer engagement (Weidenfeld, Williams, and Butler, 2010). In the context of Kent,
a county in the Southeast of the UK, the region benefits from its proximity to Europe and
London, which contribute to its vibrant tourism industry (Goodenough and Page, 1993).
There are few Go Karting Circuit in Kent, but this will be the first to be an indoor Go Karting
circuit in which all the cars will be alimented by electric. However, this report proposes the
idea of developing an environmentally friendly space. This attraction will focus especially on
student that lives around the surrounded areas of Canterbury. Indeed, the report will
analyze the market demand for a high-quality karting facility in this region. The aim of this
report is to create and exhilarating and unforgettable experience for Karting enthusiasts of
all ages and skills level.
If you have sufficient startup capital to invest in a thriving business in the United States,
starting a go-kart business can be a lucrative option. A business that caters to both children
and adults has the potential to generate significant profits, especially when it provides all
the necessary elements for maximum fun.
However, it is crucial to emphasize that the key aspect of establishing a go-kart business lies
in securing a spacious facility. This facility should not only accommodate racetracks for go-
karts and other engaging outdoor games for children but also include a restaurant where
parents or guardians can relax while their children enjoy themselves. Additionally, ample
parking space should be available to cater to the needs of the visitors.
The Proposed Products and Services
The overall product proposed in this report is the Go Karting space as an attraction. In fact,
there will be various aspect of interest throughout the attraction. Our Go Karting circuit will
feature state-of-the-art electric go-karts, designed to deliver an environmentally friendly and
thrilling ride. The karts will be equipped with advanced safety features and performance
enhancements to ensure an optimal racing experience. Additionally, we plan to offer various
racing formats, including competitive leagues, individual races, and group events, catering to
both casual racers and seasoned professionals.
As stated by 360karting (2021) according to research, go- karts represents one of the most
common and time-tested anchor attractions in the amusement park industry. This can be
explained by several factors:
1. Accessibility and Family Appeal: Go-karts are relatively easy to operate and provide a
thrilling experience for people of all ages. They offer a fun activity that can be

enjoyed by families, friends, and individuals, making them appealing to a wide range
of visitors.
2. Competitive and Interactive Experience: Go-karts allow visitors to engage in friendly
competition and experience the thrill of racing against others. The competitive
element adds excitement and adrenaline to the experience, making it more engaging
and memorable.
3. Skill Development: Operating a go-kart requires basic driving skills, such as steering,
acceleration, and braking. This provides an opportunity for visitors to learn and
improve their driving abilities in a controlled and safe environment. Developing these
skills can be both enjoyable and rewarding for participants.
4. Nostalgia and Timelessness: Go-karts have been a part of the amusement park
industry for decades, and many people have fond childhood memories associated
with riding them. These nostalgic connections contribute to their enduring popularity
and make them a timeless attraction.
5. Versatility and Adaptability: Go-karts can be designed and modified to suit various
themes and settings within an amusement park. They can be integrated into different
environments, such as indoor or outdoor tracks, and can be customized with unique
features and designs. This versatility allows park operators to create different
experiences and cater to diverse visitor preferences.
6. Repeat Visitation: Go-kart tracks often have a high replay value, encouraging visitors
to ride multiple times during their park visit. The short duration of each ride and the
desire to improve lap times or compete with friends create an incentive for repeat
visitation, boosting overall park attendance.
7. Cost-Effectiveness: Compared to other major attractions like roller coasters or water
rides, go-kart tracks can be relatively affordable to install and maintain. This makes
them a practical choice for amusement park operators looking to offer an exciting
experience without significant investment.
Price
Price can be described as the value that consumers give up in exchange for a product or
service (Singh 2012:42). Within the marketing mix, price can be utilized as a competitive
advantage in the industry. To achieve this, a skimming strategy will be employed, which
entails initially setting higher prices for the products and gradually reducing them over time.
This approach is effective in creating a perception of superior distribution compared to
competitors.
Location/ site selection criteria
Location:
This indoor karting will be localized inside an amusement park in Canterbury at the Dane
John Garden in order to attract more traffic and to target the right audience. Our clients will
be able to step into different world, play different games and then come back to do a drive
in our karting. Placing our go karting in an amusement park is the best strategy to attract

new customers and increase our visibility. Do the monumental size of a karting arena it’s
bound to act as the main attraction within the amusement park.
(Fast lane Go-karting, 2023)
Accessibility:
This location will be easy to reach, an easy access to public transportation that will bring
clients to the venue quickly. It is also walking distance for many of our customers that will
live in Canterbury. This indoor karting will also be located around many other stores.
Moreover our karting will have a visible sign from the road in order to have constant
advertisement for our brand.
The satisfaction of consumers is crucial for the success of a business, and it is important to
incorporate additional accessibility measures to guarantee that the venue can be utilized
and enjoyed by everyone.
For example:
 For people that cannot drive but they want to feel the experience they can get
access to go-karts with 2 seats.
 Removal of barriers when accessing the track
 Providing automatic doors when entering the infrastructure
 Staff trained in British Sign Languages
 Specialized information readily available online

(Michopoulou and Buhalis, 2013)
These provisions are necessary for the growth and long-term viability of the visitor
attraction. By eliminating any implications and overcoming potential barriers, the attraction
can demonstrate a commitment to personalization and inclusivity for individuals interested
in visiting.
Customers will get ready to feel the adrenaline and excitement as you take on the revamped
and upgraded karting circuit in Kent! Experience the thrill of driving on our brand-new multi-
level track, featuring smooth ramps that ensure a seamless transition between different
levels. Prepare yourself for an exhilarating ride like no other as you navigate through the
twists and turns of this exciting circuit.
Parking:
Clients will also have an easy access to an on-site parking for those coming with their own
vehicles.
Target Market
Marketing segmentation is a widely employed strategy in the events, tourism, and
hospitality sectors to identify the most suitable consumers for a particular product or service
(Dolnicar, 2020). In this case, data from Kent County Council (2020) has been gathered to
thoroughly analyze and evaluate the target market for this upcoming visitor attraction.
The industry
The pandemic has necessitated adaptations in the execution of events, leading to changes in
trends within the events industry to accommodate the new market and environment.
Recent research has identified emerging developmental trends, such as the incorporation of
gamification, where elements from the gaming industry are integrated into events for
entertainment and educational purposes. It is acknowledged that there are limitations to
this evolving trend, as the use of virtual reality (VR) and augmented reality (AR) experiences
may potentially diminish the authenticity and appreciation of the intended product.
Nonetheless, given their widespread popularity, this aspect is carefully considered for visitor
attractions.
Moreover, the Covid-19 pandemic has led to a noticeable shift in consumer behavior
regarding ticket purchases. Eventbrite (2021) observed a significant rise in the "e-commerce
sector" (Romanovska, 2021:12). The creation of value and generating popularity for an event
has been proven to enhance the likelihood of ticket sales, ultimately resulting in spur-of-the-
moment purchases.

As stated by Sharma (2010) based on the primary research and current industry trends, two
primary markets have been identified for targeting, along with several secondary markets to
enhance revenue generation.
In addition, the second primary market, known as "walk-in racers," comprises diverse
members such as local residents, tourists, and attendees of trade shows or conventions. This
segment encompasses a wide range of ages and demographics, necessitating a marketing
plan that caters to a broad audience. Secondary markets will include local community
members and national business chains, who will be targeted for advertising packages within
the facility. Additionally, children between the ages of 10 and 17 will be targeted for youth
kart racing camps, while individuals above 18 years old will have the opportunity to
participate in weekly kart racing leagues (Sharma,2010).
As stated by Taylor et al (2016) the number attending these event attractions are generally
large, have specific requirements in terms of event location and facilities and are highly
organized and publicized far beyond the host location.
Canterbury boasts a diverse range of hospitality, tourism, and event venues, making it a hub
for attractions in these industries. The main competitors in this market can be identified as
follows:
Competitors
Canterbury Bowling
This development within the center of Canterbury is a prime competitor for the electric go-
karting.
This infrastructure offers 4 lane bowling for all ages plus 4. In addition, on site café is
provided to the guests (CanterburyBowling,nodate).
Karting Lydd
Karting Lydd is 33 miles far from Canterbury this is one of the major competitors which can
influence on the revenue of the business. Provide different type of amenity such as a range
of practice sessions and racing events available for the guests. The site offers different type
of packages starting from £29.99.
Maintaining a competitive advantage is crucial for sustained growth in the industry. By
offering electric go-karting, the focus will be on delivering exceptional service quality, a wide
range of products, and affordability, thereby ensuring the attraction thrives in the market.

Risk
It is essential to consider numerous risks when establishing a new business to ensure its
success and long-term viability as a visitor attraction. Adequate understanding and proactive
management of these risks are crucial factors in achieving sustainability.
New trends and development
As Canterbury continues to evolve with the development of new buildings and attractions, it
becomes imperative for go-karting to adapt and innovate in order to consistently attract
customers and stay ahead of competitors. It is crucial to stay updated and aligned with the
changing landscape to remain competitive in the market.
Sales and Marketing Strategy
Electric GoKarting is founded with the primary objective of maximizing profitability within
the golf driving ranges and family fun centers sector. Our unwavering commitment is to
employ every possible strategy to attract and retain a consistent clientele consisting of both
individual customers (families) and corporate clients (ProfitableVenture,2023).
As stated by ProfitableVenture (2023) our revenue will be generated through the provision
of the following services:
1. Go-Kart Racing: We will offer exciting and thrilling go-kart racing experiences for
individuals of all ages. Our tracks will be designed to provide an exhilarating and safe
racing environment.
2. Group Events and Parties: We will cater to group events and parties, such as birthday
celebrations, corporate team-building activities, and social gatherings. We will
provide exclusive packages with customized racing experiences and additional
amenities.
3. Membership and Season Passes: To encourage customer loyalty and repeated visits,
we will offer membership programs and season passes. These options will provide
discounted rates, special privileges, and access to exclusive events.
4. Corporate Sponsorships and Advertising: We will seek corporate sponsorships and
partnerships to promote our brand and services. This may include advertising
opportunities within our facility, on race tracks, and on our website.
5. Concession Stand and Merchandise Sales: We will operate a concession stand
offering refreshments, snacks, and merchandise related to go-karting. This will
provide additional revenue streams and enhance the overall customer experience.

The goal is to deliver exceptional customer service, a thrilling racing experience, and a
memorable time for all our clients while ensuring a steady flow of income for Electric
GoKarting.
People
The proper recruitment and training of staff are crucial factors in maintaining a high level of
customer service at Electric GoKart. The employees should possess key skills, including
effective communication, motivation, a welcoming demeanor, and the ability to thrive in a
fast-paced environment. It is of utmost importance for the staff representing the business to
demonstrate politeness and professionalism, ensuring customer satisfaction.
Efficiently addressing customer complaints and resolving any issues promptly is essential for
maintaining a positive reputation. By doing so, both the employees and customers will be
content, leading to a positive experience and a favorable perception of the business.
Conclusion
In conclusion, the proposed development of an indoor electric go-karting attraction in
Canterbury, Kent, offers a unique and environmentally friendly experience for karting
enthusiasts of all ages and skill levels. By incorporating state-of-the-art electric go-karts,
advanced safety features, and various racing formats, the attraction aims to provide a
thrilling and memorable experience for its customers.
The market demand for go-karting attractions, both locally and globally, remains strong due
to the accessibility, competitive nature, skill development opportunities, nostalgia,
versatility, and cost-effectiveness associated with go-karting. These factors contribute to the
enduring popularity of go-karts in the amusement park industry and make them a practical
choice for attracting a broad range of visitors.
The proposed location within an amusement park in Canterbury, with easy access to public
transportation and ample parking, ensures convenience and attracts a large number of
visitors. Moreover, incorporating additional accessibility measures, such as go-karts with two
seats and removing barriers, demonstrates a commitment to inclusivity and personalization
for all individuals interested in visiting.
The target market for this attraction includes both local residents and tourists, as well as
different age groups and demographics. By implementing effective marketing strategies,
such as targeting primary and secondary markets, promoting value creation, and leveraging
emerging trends, the attraction can successfully attract a diverse range of customers.
To ensure sustained growth and competitiveness, it is important to proactively manage risks,
stay updated with new trends and developments in the industry, and deliver exceptional
service quality. By offering a range of services, including go-kart racing, group events and

parties, membership options, corporate sponsorships, and concession stand sales, the
attraction can generate revenue and enhance the overall customer experience.
Recruiting and training a professional and customer-oriented staff is essential for
maintaining high levels of customer satisfaction. By prioritizing effective communication,
motivation, and prompt resolution of any issues or complaints, the attraction can build a
positive reputation and create a welcoming and enjoyable environment for its customers.
Overall, the proposed indoor electric go-karting attraction in Canterbury has the potential to
be a thriving and profitable business. By capitalizing on the popularity of go-karting,
incorporating environmentally friendly practices, and delivering exceptional customer
experiences, the attraction can establish itself as a premier destination for go-karting
enthusiasts in the region.
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