Learning From Extraordinary Entrepreneurs Leanne Salmon Joint General Manager Adventure Park
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1 Learning From Extraordinary Entrepreneurs Leanne Salmon Joint General Manager Adventure Park Lorraine Golightly Owner Operator BIG 4 Beacon Resort Lyndsay Sharp General Manager Jack Rabbit Winery
2 Lorraine Golightly
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4 1980 s
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12 The keys to our success..
13 ADVENTURE PARK GEELONG LEANNE SALMON JOINT GENERAL MANAGER
14 VICTORIA S BIGGEST THEME PARK
15 VICTORIA S BIGGEST THEME PARK
16 PARK AERIAL IMAGE
17 THE PRODUCT
18 OUR JOURNEY SO FAR
19 OUR HISTORY 1988 Property Purchased 25 years Ago
20 OFFICIALLY OPENED IN years Ago
21 MARKET POTENTIAL Melbourne population nearly 4 million people. 2 nd largest city in Australia
22 RIDE DEVELOPMENT
23 2007 STRATEGIC REVIEW VICTORIA S 1 ST WATER PARK STAGES 1 & 2
24 THE BEGINNING Building Stage 1 & 2 of Victoria s 1 st Waterpark
25 BONITO S BAY WATERPLAY Opened 2007
26 AQUA RACER Opened 2007
27 LAZY RIVER Opened 2008
28 TINY TOTS SPLASHZONE Opened 2008
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30 2010 STRATEGIC REVIEW We wanted to transition to become more than a water park, we wanted to become a theme park. Lack of product for 3-8yr olds
31 Opened 2011
32 Opened 2011
33 Opened 2012
34 THE FUTURE 2015 STAGE 3 WATER PARK EXPANSION
35 KEY LEARNINGS FOR THRIVING IN REGIONAL AREAS
36 INVEST IN YOUR TEAM
37 ENGAGE WITH YOUR CUSTOMERS LISTEN TO YOUR VISITORS! Is that all you ve got?
38 ENGAGE WITH YOUR CUSTOMERS
39 ENGAGE WITH YOUR CUSTOMERS 1. DREAMWORLD 618, ZOOS VICTORIA 69, SCENIC WORLD 549, WET N WILD QLD 55, MOVIEWORLD 176, SOVERIGN HILL 48, WET N WILD SYDNEY 164, WHITEWATER WORLD 40, SEAWORLD 165, LUNA PARK MELB 39, LUNA PARK SYDNEY 159, FUNFIELDS 31, AUSTRALIA ZOO 165, ADVENTURE WORLD 28, JAMBEROO 89, WILDLIFE SYDNEY 25, ADVENTURE PARK 85, MELBOURNE AQUARIUM 24, EUREKA SKYDECK 82, SCIENCEWORKS 21, ICEHOUSE 21,201 Facebook Likes July 2014
40 EXPAND YOUR PRODUCT RANGE
41 SPECIAL EVENTS
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44 Operational Platforms Passion Fun Sense of Humour Aim High Scope Calculated Risk Defined Brand is King Brand Attributes Brand Equity Review, listen, evolve Point of Difference Lateral Integration Community Collaboration Communication
45 October acres 40 acres planted to vines Cellar Door, shed, 2 x PT staff That place 70 x dozen per varietal per annum $200 per week CD
46 Refresh brand attributes rocked! Increase awareness, trial, uptake, visitation Cellar Door + extend wine range + marketing Food Live Music The Pod
47 NINE YARDS and counting... New bistro stable of wines Market driven demand Funky, fresh brand reinforced mothership
48 The next steps... Winery commissioned January 2010 Economies of Scale The Vault - October 2013 Events - Shakespeare, Toast to the Coast, Dinners Collaboration Bellarine Taste Trail, Tourism Geelong & Bellarine, Geelong Winegrowers Association, Accommodation
49 Moving on... July 2010 Kilgour Estate est 17 years. Brand attributes
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51 Defined wine platform & brand Increase awareness, trial, uptake & visitation Restaurant refurb Challenges Seasonal, 7 days per week, Tasting Groups
52 The House of Jack Rabbit Casual, Tasting Room, café-style fare, Provedore
53 Recycled oak barrel chips Chefs talent aligned with BTT All natural No preservatives, colourings or artificial flavours Portarlington Mussels chardonnay, Pinkie Snapper coriander, lime & Kaffir leaves, Grain fed Duck earl grey tea, Trout fresh dill
54 May 2013 Nov 2013 Massive Restaurant Renovation
55 Jack Rabbit Restaurant Experience
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57 Launched in October 2011 Concept transition 12 months Lateral, logical integration Market timing Launch Original, Pear & Draught + Kegs 100% natural no colours, sugars or concentrates First batch 3,000 litres (10,000 stubbies of each) Today, 20,000 litre batches
58 It s own home - Bellarine Highway December opening - 7 Days per week Lunch, dinner Friday & Saturday nights, guided tastings Micro Cidery boutique batches Fresh, regional produce driven fare Retro inspired fit out Visitor Information Centre
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60 Onsite & online only Market driven Premium, refined, reserves Winemaker diversification
61 In conclusion... Defined Brands rock Goals - there s always a way Product there s always an option Promotion - there s always an angle Target there s always a public Passion & Fun it should always be there Thank you
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