Gumbuya World Theme Park

The original Gumbuya Park revolved around a free picnic ground, small scale ride attractions, and a large range of native animals.

When new owners took over the park in 2016 they requested Pico Play to transform the 32-hectare park into a viable and sustainable tourist destination.

Pico Play worked with the owners to understand the heritage of the park and determine what key features and concepts were important to be retained in the new development.

After reviewing the competitive landscape and understanding the target customer they were able to develop a profile of the type of concept that would be successful.

Working with the new owners they were able to determine the most appropriate budget for stage 1 to be successful and provide the impetus for future investment.

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Insight

The Gumbuya World masterplan created a world-class arrival experience, with the development of a new entry and ticketing building, arrival plaza and four themed portals into the new zones, each of which catering for different experiences that would appeal to a wide target market.

The new masterplan took into account the existing features of the site and the natural topography, which was balanced with an appropriate level of investment. Pico prepared a 20-year operating cash flow to demonstrate the revenue potential, estimate the operating costs, and demonstrate the return on investment.

In this instance, the attractions were designed to appeal to both domestic and international visitors and provided a range of experiences in the summer period, such as the water park zone, and the colder seasons.

Solution

Pico Play planned the $50 million dollar re-development project with the old Gumbuya park demolished and phase one of Gumbuya World being designed and built into a multi-zoned theme park including a Water Park, Oz Adventure Zone, Outback Explorer Zone and Wildlife Trail within only 8 months.

 

"After we conducted a site analysis and identified Gumbuya brands strengths, weaknesses, opportunities and threats we decided to build on the unique Australian Bush theme and embrace it's history and legacy."

— Darren McLean Pico Play Projects Director.

 

Phase 1 opened to the general public in December 2017 and results were ahead of the original business projections.

Results

Gumbuya World, after 2 years of trading, is well on track to deliver the original forecast attendance projections.

Withstanding natural disasters and the impact of COVID-19, the owners have total confidence in the product and have commissioned Pico Play to develop the future strategic master plan for the theme park, new attractions, and the business case for the next 10 years.

This strategic plan will also incorporate the planning for surrounding lands to develop a complete resort, accommodation, and entertainment destination that will far exceed the original forecast.

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