A natural space to unplug, unwind & relax with family & friends over a meal, a drink, or a bike ride.
Business overview
| Location | Penshurst, United Kingdom |
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| Social media |
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| Website | www.thiskingdom.co.uk |
| Sectors | Travel, Leisure & Sport Non-Digital Mixed B2B/B2C |
| Company number | 9360670 |
| Incorporation date | 18 Dec 2014 |
Idea
Introduction
A NATURAL SPACE TO UNPLUG, UNWIND & RELAX WITH FAMILY & FRIENDS OVER A MEAL, A DRINK OR A BIKE RIDE AROUND THE 13 ACRE WOODLAND.
Helping the young to grow up and the grown-ups to stay young.
In our always-on, fast-paced, and digital culture, moments of quality are more important than ever. Many of us are looking for ways to connect back to the things that truly matter in life for ourselves and for our kids.
Our answer is KINGDOM. A unique leisure, community, and dining space for family and friends to put the world on hold for a while. To relax, revitalise, and re-invigorate mind, body, and soul. A place to embrace nature and have an adventure.
We're just starting and we hope to create a number of unique spaces across the country that offer a range of experiences from skiing to surfing or climbing. But we're starting where our passion lies: with cycling.
£100
25% off use of cafe for 12 mths
£250 -
25% off all cafe for 12mths
25% off bike shop for 12mths
£1000
25% off all cafe for 12mths
25% off bike shop for 12mths
50% off track useage for 12mths
Invite to opening launch party
£5000
25% off all cafe for 12mths
25% off bike shop for 12mths
50% off track useage for 12mths
Invite to opening launch party
50% clubhouse hire plus all above
£15000 - keys to the Kingdom…
Private use of all 13 acres at Kingdom for you and your guests for a day as well as all the above benefits.
Additional terms and conditions may apply to any rewards offered. Please contact the company to find out more and ensure you qualify.
Intended impact
THE OPPORTUNITY
As we embark on the next stage of the Kingdom journey, we are offering investors the chance to own a slice of the adventure.
Cycling is a growing market, with 1 in 10 adults in the UK cycling at least once a month. The UK currently represents 18% of the EU bike market (2014, by units sold). Kingdom, Penshurst, aims to harness that market by helping people switch-off from the daily grind and re-connect to nature and to one another.
Our unique site is nestled in the West Kent countryside, with beautiful views of the surrounding hills and woodland. You could be in the middle of nowhere, yet just 30 miles south of London and just 7 miles from the busy commuter towns of Tunbridge Wells and Tonbridge. It is in this location that we wish to offer safe 'adventures' themed around cycling, all within an enjoyable natural environment. We aim to build a community based on the unique shared experiences of our customers.
Substantial accomplishments to date
What we've already achieved in the past 12 months:
- Purchase of freehold land - 13 acres.
- Development stage management team in place to oversee the initial planning, investment and infrastructure phase.
- Significant investment into refurbishment of 4 floors of purpose built club house including event space, cafe, changing facilities and retail unit.
- Concession leases for onsite catering with Basil foods (www.foodbybasil.com).
- Concession agreement for onsite cycle retail, sales/service, and hire with Wyndymilla (www.wyndymilla.com).
- Preferred contractors identified for construction of road circuit.
- Outline of operational systems including staff & management.
- Pipeline of events including yoga and cycling training.
- A media partnership in place.
Monetisation strategy
Kingdom intends to deploy both B2C and B2B strategies to maximise revenue. We intend to generate income by combining a number of complimentary revenue streams:
1) sport and leisure event programming for all ages and abilities.
2) retail/hire/service of cycle sport and leisure products.
3) hospitality events (private, corporate & community).
4) accommodation (seasonal glamping and event related overnight stays).
5) Food & Beverage (cafe, event space hires, weddings, parties, corporates).
6) Fitness & Wellbeing programme.
7) Membership scheme (corporate, club, teams, families, individuals).
Our operational team will oversee and manage the venue and, in partnership with others, we aim to attract an estimated 100,000 visitors per annum with significant capacity for growth as the venue develops.
(Principal target partners include on site concessions, national governing bodies, corporate partners and cycling clubs. For example, there are 75 British Cycling registered clubs within a 20 mile radius and 279 clubs within a 30 mile radius).
Use of proceeds
We wish to raise funds to bring the next stage of the Kingdom journey to life. We have ambitious plans to create a number of unique spaces across the country but we are only at the starting line and we are starting where our passion lies: with cycling.
Proceeds of funds:
We need to lay 1.1-mile or tarmac around our road race circuit (costed at £240,000).
We need to complete the installation of services to Kingdom Clubhouse - and we want to do so in a sustainable manner (costed at £60,000).
We want to introduce glamping accommodation (costed at £5,000).
We have to improve the groundworks to the site - which is important as it allows you to reach us safely. This consists of things such as entrance road, carpark surface, and improved drainage (costed at £55,000).
Please note that there is an outstanding loan of £1,825,000 from the original purchase of the land. The loan has no interest attached and the repayment is fixed at the higher of £50,000 per annum or 10% of revenue, payable quarterly.
Market
Target market
We aim to attract the affluent leisure focussed people of West Kent, East Sussex, and South London. We also aim to target mid to large scale corporate event sector for away day and social events. We intend to build a loyal local membership community reinforced with visiting occasional users.
Our customers:
Main cycling/leisure groups - clubs & club riders looking for a traffic free competitive road circuit for training/events.
Families with mixed abilities wanting a traffic free/safe and attractive location to cycle/relax and 'experience' the Kingdom offering.
Community Groups:
Schools, youth clubs, and retired groups wanting a safe location for curriculum based exercise or group events.
Individuals
Those aspiring to ride for social and health benefits. A key market will be the 25-45 age group with increased value leisure time.
Events Market:
Corporate event space for conference, training, and team building days.
Families/couples/friends looking for a unique venue for celebration (weddings, birthdays, parties) and social gatherings - also looking for accommodation on site.
Club events for AGMS, regular club meetings, local community social groups.
Characteristics of target market
OUR CUSTOMER AREA
Population of c.3.8M within 45-minute drive time catchment.
Assuming c.10% of 16+ population cycle for leisure at least once a month (so customer base in 45 minutes’ drive time is 380k).
Forecast of 100,000 visitors per annum pre phase 2 (based on similar cycle centre market comparators in south east England).
75 British Cycling registered clubs within 20-mile radius.
279 clubs within 30-mile radius (captures SE London data) 18,000 BC members in south east.
Close to Regional Cycle Route 12 linking Tonbridge and Penshurts within 1/2 mile of Kingdom (60,000 user’s pa).
UK bike sales rise 8% 2015 (Bike biz).
UK sales represent at 18 per cent of EU bike market (Bike Biz).
4% cycled every day, or nearly every day (about 2 million people of 18+) (Cycling UK).
43% of people aged five+ own or have access to a bicycle (Cycling UK).
The proportion of active cyclists increases with household income (Cycling UK).
Marketing strategy
Our marketing plan (high level outline):
Strategy:
The marketing plan and communication strategy will adopt a proactive approach producing consistent and direct communications, creating awareness, interest, and motivating people to visit Kingdom.
All activity will be tailored to the relevant target audience, promoting and positioning Kingdom’s offering within the different target groups.
Objectives:
- Increase / maximise awareness of Kingdom within key target markets for both and regional / national event programmes.
- Inform and educate existing and new customers within UK, south east England and Kent/Sussex generating and increasing reasons to visit the park.
- Develop and enhance communication from Kingdom both internally and externally.
Tactics
Online:
- Website – Key words, to support key search words – Relevance to target groups.
- Email alerts /News bulletin/ News sign-up to membership and concession mail outs.
Social Media:
- Platforms – Facebook & Twitter.
- Grow our audience in key target areas/groups.
- Google – Top 3 Family attraction - Google Business, Google Plus, You Tube, Google Ad words – linked to Kingdom programme and events.
Print:
- Extend reach – local and regional newspapers with Weekly Readership.
Media Relations:
- Proactive news release schedule – Content driven and provided by park events and programmes.
- Competitions.
Onsite:
- Advertising for upcoming events, venue hire options, programme sessions.
Competition strategy
Current competitors (name and distance away from Kingdom):
- Bedgebury Forest distance 18 miles,
- Cyclopark distance 30 miles,
- Betteshangar distance 71 miles,
All offer a mix of cycling/leisure facilities however Bedgebury only offers mountain biking, has limited indoor event space and no on site accommodation, Cyclopark is located close to an 8 lane motorway with significant background noise and a limited 'experience style offer'. Betteshangar is a considerable distance away on the east Kent coast and we believe currently offers limited event space, low level catering, and no accommodation.
Kingdom aims to provide visitors a place for safe adventures and a chance to escape and explore, and time for personal growth providing a unique sport and leisure destination in a stunning woodland setting for the growing 'experience' based economy. Combining great facilities in a fantastic location sets Kingdom apart from its competitors.
Kingdom intends, in its first phase, to provide a highly technical cycle circuit, a striking club house with cafe, bar and event space set deep in the Kent countryside yet close to its affluent customer base (Population 3,772,445 within 45-minute drive time catchment). Kingdom will provide on-site retail (sales, service, and hire) in partnership with Wyndymilla our onsite concession who will also provide group and individual coaching. Kingdom aims to offer great food in partnership with Basil our on-site concession for visitors, parties, weddings and corporate hire. Kingdom plans to work with British Cycling the national governing body of cycling to develop a programme of events (including training and coaching). Our own Kingdom Cycle Club will help identify future talent and potential podium winners.
The Kingdom team, using its experience in sports development / operations, hospitality, and event management will create a holistic experience for its customers to refresh, recharge, and reconnect with the natural environment whilst participating in sport & leisure.
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