Concept, master planning & product mix
From concept to opening day, with the right rides in the right place
We help new parks and attractions decide what they are, what goes in them and how they will run, then carry that through development planning to operational readiness.
Who this is for
Concept development
Every project starts with one question: which business leads? Amusement, entertainment or leisure. The answer shapes the audience, the rides, the pricing and the team.
Master planning and guest flow
- Layouts and guest circulation
- Shade, seating, F&B and rest points where guests need them
- Phasing plans and space for future attractions
- Back-of-house, maintenance and service access
Ride, attraction and product mix
The right rides for the audience, the space and the budget, from Indian and global manufacturers.
- Ride mix planning: thrill, family, kiddie and water attractions in the right balance
- Ride and attraction selection and vendor shortlists
- Capacity planning matched to your busiest day
- Procurement support and specification checks
Pricing strategy and revenue planning
Ticket pricing strategy, F&B, retail, games and events planned from day 1, so revenue per guest is designed in rather than added later.
Budgets and operational readiness
- Launch, marketing and operating budgets
- Organisation structure, manpower planning, recruitment and training
- SOPs written before opening
- Pre-opening trials and opening-day readiness
How we work
4 steps, one team
- ConceptWhich business leads, for whom.
- PlanLayout, guest flow and phasing.
- SelectRides, attractions, capacity and pricing.
- ReadyBudgets, team, SOPs and opening.
Led by Shirish Deshpande, former CEO of EsselWorld and Water Kingdom and former President of IAAPI. Advice from people who have run the parks.
Questions we are often asked
Frequently asked questions
How should I decide the right rides, attractions and product mix for a new amusement park?
Start with your audience and your busiest day. Balance thrill, family and kiddie rides so whole families stay longer, size capacity to peak demand, and check every ride against the budget and the space. SDA advises on ride mix, selection and capacity for new parks.
Who can support a new park from concept and feasibility through to operational readiness?
SDA works across the whole journey: concept, feasibility, master planning, product mix, budgets, organisation and SOPs, through to opening day.
Should I build a water park, a resort, or both?
Ask what your guest will be doing at 4 o'clock in the afternoon. A water park sells a day of activity, a resort sells time and comfort. Many Indian projects combine both, but one has to lead.
Do you only recommend rides from manufacturers you represent?
No. We shortlist from Indian and global manufacturers based on what fits the park. Where a brand SDA represents could be relevant, we say so upfront.
Related insights
Read more
The Slowest Member Sets the Pace of the Visit
Investment talks start with the thrill rides. But lose the 4-year-old and the grandparent, and you lose the whole family.
Amusement, Entertainment and Leisure: 3 Businesses, Not 1
What will your guest be doing at 4 o'clock in the afternoon? The answer tells you which business you're really in, and where to spend, how to price and who to hire.
Tell us about your project
Where you are, what you are trying to do and where you are stuck. Shirish reads every message.