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
Lorraine Golightly
1980 s
The keys to our success..
ADVENTURE PARK GEELONG LEANNE SALMON JOINT GENERAL MANAGER
VICTORIA S BIGGEST THEME PARK
VICTORIA S BIGGEST THEME PARK
PARK AERIAL IMAGE
THE PRODUCT
OUR JOURNEY SO FAR
OUR HISTORY 1988 Property Purchased 25 years Ago
OFFICIALLY OPENED IN 1996 18 years Ago
MARKET POTENTIAL Melbourne population nearly 4 million people. 2 nd largest city in Australia
1996 2006 RIDE DEVELOPMENT
2007 STRATEGIC REVIEW VICTORIA S 1 ST WATER PARK STAGES 1 & 2
2007 - THE BEGINNING Building Stage 1 & 2 of Victoria s 1 st Waterpark
BONITO S BAY WATERPLAY Opened 2007
AQUA RACER Opened 2007
LAZY RIVER Opened 2008
TINY TOTS SPLASHZONE Opened 2008
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
Opened 2011
Opened 2011
Opened 2012
THE FUTURE 2015 STAGE 3 WATER PARK EXPANSION
KEY LEARNINGS FOR THRIVING IN REGIONAL AREAS
INVEST IN YOUR TEAM
ENGAGE WITH YOUR CUSTOMERS LISTEN TO YOUR VISITORS! Is that all you ve got?
ENGAGE WITH YOUR CUSTOMERS
ENGAGE WITH YOUR CUSTOMERS 1. DREAMWORLD 618,734 11. ZOOS VICTORIA 69,257 2. SCENIC WORLD 549,196 12. WET N WILD QLD 55,452 3. MOVIEWORLD 176,859 13. SOVERIGN HILL 48,015 4. WET N WILD SYDNEY 164,537 14. WHITEWATER WORLD 40,369 5. SEAWORLD 165,119 15. LUNA PARK MELB 39,443 6. LUNA PARK SYDNEY 159,160 16. FUNFIELDS 31,379 7. AUSTRALIA ZOO 165,198 17. ADVENTURE WORLD 28,615 8. JAMBEROO 89,663 18. WILDLIFE SYDNEY 25,439 9. ADVENTURE PARK 85,111 19. MELBOURNE AQUARIUM 24,737 10. EUREKA SKYDECK 82,590 20. SCIENCEWORKS 21,501 21. ICEHOUSE 21,201 Facebook Likes July 2014
EXPAND YOUR PRODUCT RANGE
SPECIAL EVENTS
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
October 2007 150 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
Refresh brand attributes rocked! Increase awareness, trial, uptake, visitation Cellar Door + extend wine range + marketing Food Live Music The Pod
NINE YARDS and counting... New bistro stable of wines Market driven demand Funky, fresh brand reinforced mothership
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
Moving on... July 2010 Kilgour Estate est 17 years. Brand attributes
Defined wine platform & brand Increase awareness, trial, uptake & visitation Restaurant refurb Challenges Seasonal, 7 days per week, Tasting Groups
The House of Jack Rabbit Casual, Tasting Room, café-style fare, Provedore
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
May 2013 Nov 2013 Massive Restaurant Renovation
Jack Rabbit Restaurant Experience
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
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
Onsite & online only Market driven Premium, refined, reserves Winemaker diversification
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