What Luna Park Melbourne does

Luna Park Melbourne (legal entity Luna Park Melbourne Pty Ltd) operates a heritage amusement park at 18 Lower Esplanade, St Kilda, on the Port Phillip Bay waterfront, having traded from the same site since 1912. It is the oldest amusement park in Australia and operates The Great Scenic Railway, the world's oldest continually operating roller coaster, alongside heritage-listed rides including the 1913 Philadelphia Toboggan Company Carousel and a Ghost Train dating from 1934. The park runs more than 20 rides and attractions segmented into Family Rides, Little Lunies, and Thrill Seekers tiers, plus carnival games and on-site food and beverage operations.

The company's commercial model blends consumer ticketing, a subscription annual pass ($99 with one free accompanying adult entry), event venue hire (Full Park Hire up to 1,800 guests, Stardust Room, Moon Deck, Pavilion, and the Luna Palace reopening in 2026), birthday parties, corporate functions, and a dedicated Schools Activity Week programme for Victorian primary and secondary schools. Distribution is direct-to-consumer via walk-up ticket box and online pre-booking on lunapark.com.au, with a small events sales team handling B2B enquiries. The proprietary Luna Flex add-on provides one-time date-change flexibility on online tickets. A $30 million Luna Palace restoration project, jointly funded by Luna Park Melbourne ($25M) and the Victorian Government ($5M), is the principal active capital programme.

The business is privately held with 51–100 employees, no disclosed parent company, no external funding rounds, and revenue figures are not publicly reported. Operating geographies are limited to Victoria, Australia, with no international footprint claim.

Name

Luna Park Melbourne

Legal name

Luna Park Melbourne Pty Ltd

Website

https://lunapark.com.au

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

51–100 employees

Short description

Luna Park Melbourne is a heritage amusement park and event venue in St Kilda, Melbourne, operating since 1912. It sells park entry, ride tickets, and annual passes to families, tourists, schools, and corporate clients, and runs venue hire for weddings and corporate events.

Ownership category

akta.pro rank

Product category

Amusement Park Entertainment

NAICS

Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131), Amusement and Theme Parks (71311), All Other Amusement and Recreation Industries (713990)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Amusement Parks & Theme Parks (THAAAAAA)

akta.pro secondary industries

Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA), Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD), Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Amusement park operations
• Heritage ride attractions
• Event venue hire
• Ticketed entertainment services
• Family entertainment center

Headquarters

HQ city

Saint Kilda

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others

Revenue model

1. Admission and Ride Tickets: Primary revenue stream from park entry tickets ($30) and ride ticket packages including unlimited ride wristbands ($45-$55). Single ride tickets available at $15 each.
2. Annual Passes: Annual pass subscriptions offering 12 months of entry plus one free accompanying adult entry ticket. Currently priced at $99 during EOFY promotional period.
3. Event Venue Hire: Revenue from hosting private events including weddings, corporate functions, birthday parties, and school excursions at various venues including Luna Palace, Stardust Room, Moon Deck, Pavilion, and full park hire.
4. Food and Beverage: On-site food and beverage operations serving park visitors with catering packages for events.
5. Carnival Games: Carnival games revenue from game tickets sold at $7.50 per game, with bundle options (4 games $25.50, 8 games $48, 12 games $72).
6. Gift Cards: Gift cards available in denominations from $20 to $300, valid for 3 years from purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Luna Park Melbourne operates a heritage amusement park at St Kilda, Melbourne, offering ticketed park entry (AUD $30), unlimited ride wristbands (AUD $45-$55), annual passes (AUD $99), on-site carnival games, food and beverage, and private/corporate event venue hire across multiple heritage and modern event spaces including Full Park Hire, Luna Palace, Stardust Room, Moon Deck, and Pavilion. The park features more than 20 rides and attractions, including heritage-listed The Great Scenic Railway (world's oldest continually operating roller coaster, 1912) and the 1913 Philadelphia Toboggan Company Carousel.

Product overview

Luna Park Melbourne is a heritage amusement park offering a diversified portfolio of attractions and event services. Core offerings include ticketed park entry and unlimited ride passes ($30-$55), alongside annual membership passes. The park operates over 20 distinct rides and attractions spanning thrill seekers (Power Surge, Supernova, Pharaoh's Curse), family rides (Great Scenic Railway, Twin Dragon, Coney Drop), and gentle experiences (Carousel, Moon Balloons, Happy Swing). Event services encompass venue hire (Full Park Hire up to 1,800 guests, Stardust Room, Moon Deck, The Pavilion, Luna Palace reopening 2026), birthday parties, corporate functions, and Schools Activity Week programs. Add-on services include Luna Flex date-change protection and carnival game bundles. The venue also features an on-site W Class Party Tram for intimate celebrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Park Entry Tickets One-time admission tickets granting entry to Luna Park Melbourne. Park Entry Only tickets (AUD $30) are sold exclusively at the on-site Ticket Box and are not valid for special events such as Luna Dark, Luna Love, or Luna Pride. Children aged 0-3 enter free; standard ticket is $30 for ages 4+.
• Unlimited Rides Tickets Full-day unlimited ride pass wristbands sold online and at the park for AUD $45 (children 4-12 and concession) or AUD $55 (ages 13+), granting unlimited access to rides for the day of visit.
• Annual Passes Annual subscription pass valid for 12 months from purchase, including one free accompanying adult entry ticket and unlimited ride tickets once per day. Sold at AUD $99 during EOFY promotional sales, redeemable for park entry benefits and ride access all year.
• Gift Cards Prepaid gift cards loadable with values from AUD $20 to AUD $300, valid for 3 years from purchase, redeemable for ride tickets, food and beverage, merchandise, and carnival games across the park.
• Luna Flex Date Change Add-On Optional add-on service purchased with online tickets allowing the holder to change the visit date once within 365 days of original purchase, for a small administration fee. Provides flexibility against date conflicts.
• Carnival Games Traditional carnival games including Laughing Clowns, Knockems, Big Bang balloons, High Striker, and Hot Shots Basketball. Game tickets sold individually (AUD $7.50 each) or in pre-paid bundles (4 games $25.50, 8 games $48, 12 games $72) and redeemable at the carnival games area.
• Birthday Parties Hosted birthday party packages in reserved areas or the W Class Party Tram, including 1.5-hour venue hire, unlimited rides for the day, food platters, beverage package, games voucher, and dedicated party hosts. Priced per person with separate adults and children rates.
• Corporate Functions and Private Events Bespoke event services for corporate functions, weddings, family fun days, Christmas parties, and milestone celebrations, using venue hire options from individual rooms to full park takeovers. Catering and beverage packages are integrated.
• Schools Activity Week End-of-year school excursion program with exclusive school-only days held in November–December. Includes unlimited rides at $39.50 per student with free entry for supervising teachers, dedicated teacher facilities, and a dedicated booking process through the School Bookings Coordinator.
• Full Park Hire Exclusive hire of the entire Luna Park venue for corporate events or large private celebrations, with capacity for up to 1,800 guests. Includes all rides, attractions, and venue access for the booked period.
• The Luna Palace Event Venue Heritage event venue within Luna Park Melbourne suitable for wedding receptions, birthday parties, and corporate events with views of Port Phillip Bay. The venue is undergoing a major restoration project supported by the Victorian Government and reopening is expected in 2026.
• The Stardust Room Event Venue Modern indoor event space overlooking Luna Park and Port Phillip Bay, accommodating up to 150 guests. Suitable for corporate functions, private parties, and milestone celebrations.
• The Moon Deck Event Venue Outdoor event venue with panoramic views of Port Phillip Bay, accommodating up to 100 guests. Suitable for cocktail-style functions, wedding receptions, and intimate celebrations.
• The Pavilion Event Venue Flexible event space sectioned with white picket fencing for non-exclusive family fun days and group bookings, accommodating up to 250 guests.
• Catering Services Event catering service offering gourmet buffet BBQ, funfair finger food, breakfast packages, and beverage packages with up to 6 hours licensed bar service, integrated into venue hire and event packages.

Quantifiable outcome

• Luna Palace restoration supported by $30 million investment ($5M government + $25M private)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sea World Gold Coast: Marine and amusement theme park on the Gold Coast under Village Roadshow. Competes with Luna Park for the Australian family day-out and tourist wallet, especially school holiday demand from Victoria.
• Dreamworld: Australia's largest theme park on the Gold Coast, operated by Ardent Leisure. Comparable as a domestic competitor for family day-trip and school excursion demand, though it operates at a much larger destination scale than Luna Park Melbourne.
• Warner Bros. Movie World: IP-led theme park on the Gold Coast with thrill rides and family attractions. Comparable as a competing destination theme park targeting similar Australian family and tourist segments, though operating at a significantly larger scale.

Direct peers

• Tivoli Gardens: Copenhagen's historic amusement park operating since 1843 with heritage rides, gardens, event venue hire and seasonal ticketing. Comparable heritage amusement business model, event-led revenue diversification and high brand recognition in its home market.
• Gumbuya World: Victorian regional theme park near Pakenham offering rides, water park and wildlife. Most direct regional competitor for Victorian family day-trip and school group demand on the Melbourne fringe.
• Luna Park Sydney: Sister heritage amusement park at Milsons Point, Sydney, also operating a 1935 Coney Island-style face entrance and heritage-listed rides. Most comparable on heritage positioning, single-site Australian model and event-led monetisation.
• Blackpool Pleasure Beach: UK heritage amusement park with multiple historic wooden and steel roller coasters, family ride mix and event hire offering. Closest international analogue on heritage positioning, single-site model and Victorian-era attraction heritage.

Regional players

• Adventure Park Geelong: Water and amusement theme park near Geelong, Victoria, serving Melbourne-area families. Comparable on regional Victorian amusement offerings, water play attractions and day-trip pricing.

Emerging players

• Funfields Whittlesea: Victorian theme park north of Melbourne offering thrill and family rides, water play and mini golf. Comparable as a Victorian family amusement venue competing for the same day-trip and birthday party segments.
• Royal Melbourne Show (Royal Agricultural Society of Victoria): Annual consumer show event at Melbourne Showgrounds featuring carnival rides, games and food. Overlaps with Luna Park's carnival games, ride tickets and event revenue streams in the Victorian family leisure market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/lunaparkmelb

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luna Park Melbourne