Dreamworld looks to offers and extended opening hours to encourage visits

Just over three weeks after its re-opening, Gold Coast theme park Dreamworld is reportedly struggling in its attempts to bring back the crowds, with media reports referring its car park being “half empty” and ride queues barely extending to 20 people during what would have been its peak operating period in past years.

Closed between 25th October and 9th December following the deaths of four guests on the Thunder River Rapids ride, the park is undertaking a range of initiatives to encourage guest attendance and past visitors to return.

One-day tickets, which are usually $95 for adults have been reduced to $75, while children are charged $55 for entry.

Season passes have been extended by six months while operating hours have been lengthened with attraction now closing at 9pm rather 5pm.

Following extensive Worksafe Queensland safety audits, four of Dreamworld’s ‘big nine’ thrill rides have reopened: The Pandemonium, Mick Doohan’s Motocoaster, The BuzzSaw and The Claw.

However, in recent days Brisbane newspaper The Courier-Mail has reported “finding segments of the theme park deserted, multiple ride closures, and minimal queuing during what is usually peak trading season.”

By contrast, Village Roashow Theme Park’s Gold Coast attractions are reportedly working at near capacity, with guests having to use overflow carparks and hour-long queues for rides.

While some question whether parent company Ardent Leisure can sustain this losses – estimated at $7 million during Dreamworld’s closure - company executives are confident the theme park will bounce back.

Dreamworld is a critical economic driver for the Gold Coast, employing more than 1,000 staff. Since reopening, Dreamworld management has dispatched staff to the front of the park, helping with questions about tickets and large displays showing which rides are closed.

Gold Coast Tourism Chief Executive Martin Winter said he expected theme parks to remain a strong attraction, stating “theme parks have been a critical and essential part of the success story that is the Gold Coast.

“They will continue to do so in an ever-broadening matrix of attractions that the modern-day traveller expects in a holiday destination.”

A recent international visitor survey showed that more than a million overseas tourists and business visitors came to the Gold Coast in the year to September – with 38.4% coming from China.

According to Ardent’s most recent annual results, there was a 36% increase in Chinese visitors to its Gold Coast attractions – which also include the WhiteWater World waterpark and the SkyPoint Observation Deck – in the last financial year.

Queensland acting Tourism Minister Leeanne Enoch also expressed her confidence in Dreamworld, adding “we are confident the Gold Coast’s theme parks, including Dreamworld, will continue to play a major role in drawing visitors from across Australia and around the world.”

Images: The Dreamworld staff team at reopening (top) and the BuzzSaw thrill ride (below). 

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