By Richard Wilson
August 25, 2008
Prior to opening, Macquarie Leisure Trust, owners of the Dreamworld-adjacent water park, suggested that the park's goal was to achieve 450,000 guests in its first year of operation. The $56 million investment saw a host of Australian-firsts debut at the water park, providing competition and variety for Warner Village Theme Parks' Wet'n'Wild Water World, a staple of the Gold Coast theme park world.
Wet'n'Wild Water World recently achieved acclaim for breaking the one million mark for its annual attendance. Announced in May 200, it was the first Australian water park to reach the figure, and gave the park the esteem of being among the most visited water parks in the world. The park's success can be at least partly attributed to an advertising blitz that came from the park in the wake of WhiteWater World's opening.
WhiteWater World meanwhile has achieved a figure of 490,000 guests for its first year, 9 per cent higher than initial estimates. To put into perspective, the figure is the same as Wet'n'Wild's attendance for 1996. The park's performance can largely be attributed to the success of leveraging the park off the existing Dreamworld theme park. 45 per cent of the water park's visitors purchased "World Pass" tickets that allow entry to both parks. The Dreamworld location is the only place in Australia where two parks -- known as 'gates' -- are offered in the same precinct.
Wet'n'Wild Water World is currently building a 'Sidewinder' water slide attraction, due open later this year. The park has been expanding rapidly to keep up with attendance, adding new major attractions every year since 2005.
An expansion of WhiteWater World has been submitted to the Gold Coast City Council for development approval. It is unknown at this stage if these plans will go ahead this year.
Expectations are that, pending a drier summer holiday period, the park will perform better over the next year.
I completely agree Rich. Adding WWW turned up the heat resulting with WNW expanding its hirizons and overall guest expreince and visa versa to keep up. Competition is something that drives the industry and I have a feeling we are going to see more and more of it in the future. Dreamworld vs Movieworld and Wet'n'wild vs Whitwater World. In the end we the consumers benifit from the competition.
Wet'n'Wild is no longer the cash cow it once was. WVTP have to put some effort in to keep on top.
Interesting you should say that Rich.I knew a guy once who rented a kiosk in a small backwater shopping mall in Melbourne, outside a Strathfield Car Radios store (melbourne equivalent). He sold Mobile Phones back in the day before pre-paid. People would come to the mall to visit the Strathfield store, and in passing him, would come and see what he had to offer. He'd do the contract and process the connection, ask the customer to come back in 15 minutes, and then he'd drive to another retail shop, purchase the phone from them, come back - and customer happyOn his own, he had no chance - he didn't even stock the mobile phones, he only bought them as he sold them, but his success came from the fact that he was right outside the big strathfield juggernaut. People would not come to him if he was on some corner, but being right next to the big store, people detoured to him - "because he was there".And it worked....Speaking of Entrepreneurial Legends - the guy's name was John Ilhan AKA Crazy John.
but piggybacking off DW was their strategy from the start. It's hardly the stuff entrepreneurial legends are made of,