MARIA LEON MSC MSC + MIAMI MSC SEASIDE MSC PASSENGERS ANALYSIS - - PowerPoint PPT Presentation

MARIA LEON

MSC MSC + MIAMI MSC SEASIDE MSC PASSENGERS ANALYSIS PROPOSAL

COMPANY’S GOAL: create a unique and

unforgettable experience through the discovery

• f the world’s cultures.

ABOUT:

The largest privatedly owned cruise line in Europe and South America. Gianluigi Aponte is the founder, owner and chairman of MSC. The second largest container shipping line in the world. They operate over 465 vessels with many more ships on order. They are one of the youngest fmeets at sea since 1988. The company has grown by 800% since 2004. Cruise vacation in 67 countries around the world. They accept memberships from other cruise lines. MSC supports environmental protection, health and safety.

The Mediterranean and Caribbean ships sail all year round. Cruises going through Northern Europe, Atlantic Ocean, South America, South Africa, China, The United Arab Emirates, and Sir Bani Yas are only seasonal trips.

THE SHIPS

SEASIDE CLASS

MSC Seaview (2018) MSC Seaside (2017)

MERAVIGLIA CLASS

MSC Bellisima (2019) MSC Grandiosa (2019) MSC Meraviglia (2017)

FANTASIA CLASS

MSC Preziosa (2013) MSC Divina (2012) MSC Splendida (2009) MSC Fantasia (2008)

MUSICA CLASS

MSC Magnifjca (2010) MSC Poesia (2008) MSC Orchestra (2007) MSC Musica (2006)

LIRICA CLASS

MSC Sinfonia (2005) MSC Armonia (2004) MSC Opera (2004) MSC Lirica (2003) With new ships to come...

AS A PORT...Miami is a great year round destination due to its

consistent sunny weather and beautiful beaches. The Port of Miami is located on Dodge Island, located between Downtown Miami and South Beach. Miami has plenty of things to offer near the port, like Bayside Marketplace at walking distance and more.

AS A DESTINATION...Miami offers various restaurants with

different cuisines, nightlife, bars, art, and activities for pre and post cruisers.

MIAMI

Miami is one of the most visited cities in the world and MSC knows. MSC looks to expand their market from Europe to North America. The company picked the “Cruise Capital of the World”, Miami. Miami has more than 4.5 million cruise visitors every year. There are 11 cruise companies sailing from and to Miami with 29 cruise ships.

A ship built for Caribbean cruising. 322,000ft2 of public spaces for 5,119 guests and 1,482 crew members. 2,066 staterooms and 20 decks, including a 360o promenade. Miami condo inspired with a mix of art deco The ship was built by Fincantieri, an Italian ship builder. It’s fjrst trip was on December 2017.

ABOUT THE SHIP

Length: 1,059ft. Beam: 135ft. Height: 236ft. Lifts: 33 Speed: 24 knots The ship provides multiple areas to accommodate and entertain their guests such as an art gallery, an emotional photo gallery, the Metropolitan theater, a library, the Miami casino, cinema 5D, a Formula 1 simulator, a zipline, an arcade with bowling, and much more .

4 Complimentary restaurants 4 Specialy restaurants 5 Outdoor Bars 13 Bars 12 Boutiques and shops

4 Pools

2 Aquaparks 3 Spas 2 Fitness areas 17 Entertainment Areas 5 Family entertainment areas 6 Entertainment areas for children

THE EXPERIENCES

BELLA EXPERIENCE

Lowest price staterooms Balcony, ocean view, ocean view with partial view, and interior Fine dining, world class entertainment, recreation,and more

FANTASTICA EXPERIENCE

Free drink package Suite, balcony, super family, ocean view, and interior Ideally located staterooms and views including The upper decks have easy access to main areas Free room service from 6am-11pm

WELLNESS EXPERIENCE

Personalized fjtness and health program Shared excursions Health check up Complementary daily fjtness class and drink Free daily laundry service Complementary souvenir photograph

AUREA EXPERIENCE

Free massages Suite and balcony All inclusive, unlimmited drinks Priority boarding Spa package Private sundeck

INTERIOR (4 guests max.) 150-301ft2

A small sitting area, a queen size bed and up to 2 pullmans

E: Bella, Fantastica and Wellness OCEAN VIEW (4 guests max.) 182ft2

A sitting area, a queen size bed and a sofa bed

E: Bella, Fantastica and Wellness

STATEROOMS

SUITE (4 guests max.) 182-301ft2 + balcony of

172ft2 Separate sitting area, a queen size bed and a sofa bed

E: Fantastica and Aurea GRAND SUITE (5 guests max.) 344-527ft2 +

balcony of 226ft2 A balcony, a sitting area, a bathtub, a queen size bed and a sofa bed

E: Aurea WELLNESS GRAND SUITE (4 guests max.)

430ft2 + balcony of 118ft2 A balcony, a sitting area, a bathtub, a queen size bed, a sofa bed and Technogym Kinesis

E: Aurea

BALCONY (4 guests max.)

172-296ft2 + balcony of 96ft2 A queen size bed, a sofa bed for 2 additional guests and a bathtub

E: Bella, Fantastica, Wellness and Aurea SUITE WITH WHIRPOOL (5 guests max.)

301ft2 + balcony of 75ft2 A queen size bed, a seating area, a private balcony with whirpool tub and a pullman bed for 2 additional guests

E: Aurea SUPER FAMILY (6 guests max.)

344-364ft2 + balcony Two connecting staterooms each with a queen size bed, a seating area and a balcony

E: Fantastica SUPER FAMILY PLUS (10 guests max.)

516-546ft2 + balcony Three connecting staterooms each with a queen size bed, a seating area and a balcony

E: Fantastica

YACHT CLUB

“An all inclusive sanctuary of refjnement” A ship within a ship that offers exclusivity and privacy (restaurant, pool, bar, and cabanas).

PRIVILEGES:

Unlimited drinks and alcoholic beverages Dedicated priority check-in and check-out Butler, concierge, and room service available 24-hours Complimentary access to the Thermal Area in the MSC Aurea Spa Relaxation amenities (including bathrobe and slippers)

INTERIOR (2 guests max.) 226ft2

A queen size bed, a seasting area, butler and concierge service 24/7.

DELUXE (5 guests max.) 269ft2 + balcony of 86ft2

A queen size bed, a separate seating area, a private balcony, sofa bed and pullman for 3 aditional guests, and butler and concierge service 24/7.

DELUXE (5 guests max.)

355ft2 + balcony of 269ft2 A queen size bed, a separate seating area, a private balcony, sofa bed and pullman for 3 more guests, and butler and concierge service 24/7.

ROYAL SUITE (4 guests max.)

667ft2 + balcony of 355ft2 A queen size bed, a separate living room, a private balcony with whirpool, a sofa bed for 2 aditional guests, and butler and concierge service 24/7.

Most of MSC passengers are European, even if MSC Seaside was designed for the American cruiser. Cruise prices can vary anywhere between $500- $1,500 depending on the experience they choose to pay for as well as the stateroom. From then you can add on drink packages and spa packages to suit their desired experience. Active and retired military personnel have a 10% discount. Government employees also receive a 10% discount. Voyagers club members receive 5% + 15% discount + $50

• n board credit.

Kids 11 and under sail for free as 3rd and 4th guests. MSC provides a high staff per guest ratio.

PROGRAM DIAGRAMS

Activities in the ship are spread

• ut.

Food and leisure areas are a priority on the ship. There is something to do in every deck. Most of the things to do are on the back of the ship

KEY

The Atrium is the main area in the ship where people gather. It has beautiful stairs that are lit from the inside out. There are too many refmective surfaces, too much going on for the eye. All the refmectiveness is tiring for the eye. The seating surrounding the stage area is poorly placed as the view to the stage is blocked by the staircase.

ATRIUM

MIAMI BEACH POOL

This is the most visited pool on the boat and it is always crowded. The way the chairs are laid out makes this place seem like a human ant-farm. The pool is too small for the amount of people who go there. The color of the chairs is boring and nothing like the actual Miami Beach. It lacks the Miami Beach feeling.

EMOTIONAL GALLERY

This gallery displays pictures taking during the cruise. It is not welcoming or inviting. Too many patterns and lines going in different directions and of different materials. Lacks seating area to look at the digital images shown on the screen presentations. Needs to be more engaging with the passenger.

SOUTH BEACH POOL

This area is crowded at night due to the Garage Club and the bars on each side of the pool. Lacks the colors and feel of South Beach. Should take advantage of the Miami condo facade of the ship. The pool does not resemble the pools in the hotels in South Beach. Should be more inviting as to take some of the cruisers off Miami Beach pool to balance guest fmow.

JUNGLE POOL

This area is meant to have a mroe tropical feel. The wallpaper used takes off from the quality of the design. Some of the artifjcial things like the rock statues could be easily replaced with hollowed wood. The artifjcial stone wall could be replaced with a bamboo wall. The plants do not need to be artifjcial, they are not hard to maintain.

SOUTH BEACH

Also known as SoBe, located between Biscayne Bay and the Atlantic Ocean. It has gone through numerous natural and artifjcial changes over the years. A popular tourist destination, a living destination for the wealthy and home to the LGBT conmmunity. Several colorful and unique lifeguard towers. Several commercial areas such as Lincoln Road, Ocean Drive, Collins Avenue, and more. Major entertainment destination with night clubs, bars, restaurants, boutiques, and hotels. Architectural revolution brought Art Deco to South Beach. The buildings became like a “concrete jungle”

SOUTH BEACH POOLS

Most of the swimming pools around Miami beach keep their pool areas white and blue. This is refered to as a classic South Beach palette. Other swimming pools add a modern streamlined sophistication.

Often times they are surrounded by palm trees

• r other forms of landscape.

Trees serve as shading mechanisms or help to form paths. Some of the plants release pleasant fragrances during certain times of the day. Flowers and other plants also serve as accent colors in the simple South Beach palette.

The light colos of the water allow for the swimming pool to serve as a mirror of the sky and the beautiful colors the sky offers. Some hotels also have small cabanas surrounding the pool area to give their guests more privacy. A lot of tourists and other guests look to take pictures during “golden hour” as it is the best time to get a perfectly lit picture.

CLOSE-UP DIAGRAM

GUEST CONCENTRATION GUEST FLOW THRESHOLDS AND ENTRANCES Entrances are blocked by the number of guests concentrated around that area. Guests don’t go around through the promenada as often as they could. The pool area is too small.

Lacks the luxurious feeling of South Beach condos. Random sculptures of two girls by the pool that serve no purpose. Too many railings around the pool. Lack of color. The sign for the South Beach area is unoriginal. The tiles in the pool are too dark. The fabric for the pool chairs looks cheap. The wooden fmoor is cut randomly by a small white tile perimeter bordering the pool. The showers seem to be randomly placed. Lights should help the area be more interesting or welcoming.

DESIGN PROBLEMS

DESIGN SOLUTIONS

Take advantage of the condo-like facade and match the pool with the South Beach feeling by taking the wooden fmoor all the way to the border of the pool and changing the tiles into a lighter shade of blue. Remove the statues of the girls. Remove some of the railings around the pool to keep the minimalistic South Beach palette. The pool chairs should have a cream fabric and some could have a pop of color. The sign for the South Beach area should be more original and colorful to resemble the streets. Take the wooden fmoor and apply it to the backsplash of the bar

• r different blocks of a similar color.

The lights should be fun, bright lights like the streets of South Beach or of warmer tones to resemble the sunset and its refmection on the pool.

MATERIALS BOARD

https://travel.usnews.com/Miami_FL/Cruise_Port/ https://www.msccruisesusa.com/en-us/About-MSC/News/MSC-Seaside-New-Star-Of-Miami.aspx http://www.miamiherald.com/news/business/tourism-cruises/article15120431.html https://www.msccruisesusa.com/en-us/Cruise-Deals/Drinks-On-Us.aspx https://www.facebook.com/pg/MSC.Cruises.USA/photos/?ref=page_internal https://www.msccruisesusa.com/en-us/Discover-MSC/MSC-Yacht-Club.aspx https://www.architecturaldigest.com/gallery/the-10-most-gorgeous-swimming-pools-in-miami- beach https://www.cruisecritic.com/photos/ships/msc-seaside-994/south-beach-pool-405422/ https://www.cruisecritic.com/msc-seaside-deck-plans/dp/?shipID=994&deck=5 Google Imanges

SOURCES