How Dreamworld should return to theme park normalcy

It seems every six months or so news surfaces of another attraction destined for Dreamworld that wouldn't find its way into any normal single-price theme park. The reason why is not difficult; by boosting per-capita spending – the average amount each guests spends in the park – they can increase profits without having to go to the more costly expense of attracting new clientele. But there's surely a better solution than that.

Basically the theory is that once someone is through the gates, they're a sitting duck, and money can be squeezed from them with relative ease. In addition to the normal exorbitantly priced theme park fare, novelties and souvenirs, up-charge attractions have become one of the key ways to drive spending in-park. As cold as it might sound, that's business. And as long as the park-goers go along with it, it'll be a perfectly valid method of running parks.

So, with reports of a laser tag attraction as the latest addition to the park, it's clear that Dreamworld management are well and truly cemented in the idea.

In recent years, Dreamworld has added FlowRider, RedLine (the V8 Supercars attraction) and a host of smaller pay-per-go attractions that would normally be relegated to carnivals and arcades/entertainment centres. With news of the laser tag attraction, it becomes increasingly clear that Dreamworld is missing one big opportunity to position themselves strongly against Warner Village Theme Parks' three Gold coast parks.

The problem with these up-charge attractions is that they dilute the Dreamworld brand. Warner Bros. Movie World with consistent new theme park attractions has made hefty ground against Dreamworld, the Gold Coast's traditional favourite for rides and attractions. Every time Dreamworld puts a small attraction targeted at a niche market up against something as universally appealing as a a major show, as was the case this summer with Dreamworld's RedLine against Movie World's Hollywood Stunt Driver, they lose.

Dreamworld will tell you that that's OK, because they're not going for sheer numbers, they're going for their existing clientele. So long as this group knows that the up-charge attractions exist and some partake, then they've succeeded because they've made money.

Why then Dreamworld haven't done the obvious and commenced work on a third gate at their expansive and under-utilised Coomera block would be beyond anyone. Granted they've just come off the back of WhiteWater World, the single largest expansion of the theme park property since opening nearly 20 years ago, but here lies such an obvious marketing opportunity that goes untapped.

Dreamworld's third gate would have to be free admission and focus solely on pay-per-ride attractions. Start with the basics like minigolf, maybe a family-friendly go-kart track and then on top of that throw in many of Dreamworld's up-charge attractions, like FlowRider, RedLine. A lot of the carnival stuff like skill games could naturally stay at Dreamworld.

Go all-out offensive on Surfers Paradise's tackiest block (a big call, I know), known as Adrenalin Park, with a sling shot and other extreme rides. Make them taller, faster, longer, whatever-er. They're not expensive in the scheme of things. We'll call the park Extreme World, just 'cause it's a catchy name and someone was bound to use it sooner or later.

Now, Extreme World will need to stay open at night. Say 9pm weeknights and 11pm weekends. To attract people a decent food outlet should be prominently placed, and a few staff should be handing out discount vouchers on the way out of Dreamworld and WhiteWater World to make some of those hungry stomachs settle for the easiest option. Granted it'd probably be easiest if the parks stayed open until 6pm just to make dinner that little more appealing.

Offer discounts for annual pass holders and World Pass buyers to make it work for them. The grommets that hang out on FlowRider all day would probably still fork the cash out for an annual pass if it got them 25% off each session. Sell barcoded wristbands that entitle the holder to a single go at everything in Extreme World. Then, in classic up-charge fashion, for a few bucks more they can make it an unlimited rides pass.

Obviously you're looking at a hefty once-off infrastructure expense, but as you look past that the rest starts to add up:

-You have a relatively cheap selling point of a third park against your competition's three parks
-Your third park is on-property, further boosting the appeal of the Dreamworld precinct.
-You have a way of keeping people on-property for longer, where they might otherwise be seeking nighttime entertainment in Surfers Paradise.
-While day guests stick around, Dreamworld and WhiteWater World are still fully available for night functions and events.

Macquarie Leisure Trust Group, owners of Dreamworld, are dealing with the ongoing saga that is CityWalk – a plan for a shopping centre on some of the site's excess land. If CityWalk did go ahead then suddenly Extreme World is a cheaper alternative to babysitting while the parents are out enjoying a leisurely night of shopping.

The current trend of buying and installing whatever cheap money-maker that is on offer at the annual IAAPA expo is not going to lead to long term success for a traditional theme park. 

With Extreme World, the weight would be off Dreamworld's shoulders to perform wonders with its per-capita spending, the park can go back to adding major and minor theme park attractions periodically and competing as a theme park once again. They can still go nuts with whatever fad is being hawked at IAAPA, and it doesn't need to pollute the midways of Dreamworld!

Positioning Dreamworld as the prestigious theme park it once was is key to getting people in the door of all three parks. As long as it's the main attraction then the rest will fall into place with little additional spending.