Adventure Park

What Adventure Park does

Adventure Park Pty Ltd operates a multi-experience family entertainment destination on the Bellarine Peninsula in Wallington, Victoria, approximately 90 minutes from Melbourne CBD. Founded in 1996, the company runs three core seasonal experiences: a water theme park operating November through March featuring 23+ rides including the state-exclusive Tsunami triple-funnel waterslide (built 2019 at $4M) and the newly introduced Thunder Falls freefall drop slides; the Winter Glow Festival (June-August) featuring Victoria's biggest indoor snow play zone with 300 tonnes of real snow, ice sculptures, the new Ice Toboggan and Drop Zone; and the Christmas Festival of Lights. The company generates revenue through a diversified mix: dynamic-priced day tickets, recurring Season Passes and the multi-experience Super Pass ($249), premium cabana and sunbed hire across 70 units in 6 locations, group bookings (30+ guests), school excursions, birthday party packages, 10+ food and beverage outlets, and experiential add-ons such as VIP Winter Igloos and the Enchanted Snow Salon. The business is privately held by the Salmon family (Managing Director Leanne Salmon) with 101-250 employees, seasonal workforce dynamics, and a direct-to-consumer go-to-market via adventurepark.com.au complemented by on-site ticket sales and a network of transport and accommodation partners. Adventure Park is a recognized industry operator, having earned consecutive Victorian Tourism Awards (2019, 2022-2025) and three 2022 Wave Review Awards from the World Waterpark Association in the 100,000-250,000 annual attendance category.

Name

Adventure Park

Legal name

Adventure Park Pty Ltd

Website

https://adventurepark.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Adventure Park is a privately-held Australian water theme park and seasonal festival venue on the Bellarine Peninsula, operating three core experiences (water park, Winter Glow, Christmas lights) for families and regional tourists with 23+ rides and diversified ticketing revenue.

Ownership category

akta.pro rank

Product category

Water and Theme Park Entertainment

NAICS

Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131)

SIC

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

akta.pro primary industry

Outdoor Water Parks (Wave Pools, Lazy Rivers, Slides) (THAAABAA)

akta.pro secondary industries

Water Parks (THAAAAAB), Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB), Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK)

Keywords

• Water theme park
• Theme park rides
• Winter snow festival
• Amusement park entertainment
• Family attraction venue

Headquarters

HQ city

Wallington

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Day Tickets and Admission: Entry tickets to the water theme park and Winter Glow festival. Day tickets with dynamic pricing based on demand. All rides included with admission.
2. Season Passes: Unlimited visits to the water theme park during the summer season (November to March). Single person season membership.
3. Super Pass: Unlimited entry to all three experiences: Water Theme Park, Christmas Festival of Lights, and Winter Glow Festival. Valid for 2026-27 season.
4. Cabana and Sunbed Hire: Private reserved cabanas and sunbeds in prime positions throughout the park. 70 private cabanas and sunbeds in 6 locations. VIP Cabanas, Treetop Cabanas, Bonito's Bay Family Cabanas, Tiny Tots Family Cabanas, Sundeck Family Cabanas, and Sunbeds available.
5. Food and Beverage: Multiple dining venues: The Hungry Shack, Munchies Cafe, Ice Cream Parlour, Snack Stop, Boardwalk Cafe, Glow Bar, Pizza Bar, Sweet Eats. Catering for vegan, vegetarian, halal, and gluten free diets.
6. Gift Cards: Postal gift cards or e-gift cards valid for 3 years. Available in $50, $75, $100, $250 denominations. Can be used on day tickets, event tickets, cabana hire, food and drinks, merchandise.
7. Birthday Party Packages: Packages for 10+ children aged 3-15 years. Includes admission, reserved seating, party food platters, entertainment. Winter Glow birthday parties at $51 per child.
8. Experiential Services: Premium experiences including Enchanted Snow Salon ($39 for princess/prince makeovers), VIP Winter Igloos (from $299), Face Painting ($12), Ice Sculpting entertainment.
9. Fundraising and Community Programs: Annual fundraising program accepting applications from 1 July to 30 September for community organizations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Adventure Park operates Victoria's biggest water theme park on the Bellarine Peninsula in Wallington, Victoria, featuring 23+ water and dry rides (including the state-only Tsunami triple-funnel waterslide and Thunder Falls freefall drop slides) plus three seasonal experiences: the Water Theme Park (Nov–Mar), Winter Glow Festival (Jun–Aug) with 300+ tonnes of fresh real snow, and Christmas Festival of Lights (Nov–Dec). It sells day tickets, Super Passes and Season Passes for unlimited entry, cabanas and sunbeds, group/school admissions, birthday parties, VIP Winter Igloos, premium experiences (Enchanted Snow Salon, face painting, ice sculpting), and ten food and beverage outlets.

Product overview

Adventure Park Geelong operates as a multi-experience theme park offering three distinct core products: the Water Theme Park (Victoria's biggest water theme park with over 21 rides including Tsunami, Tornado, and Thunder Falls), the Winter Glow Festival (award-winning winter festival with real snow, ice activities, and theme park rides), and the Christmas Festival of Lights (holiday light festival). The company offers various add-on products and services including Super Passes and Season Passes for unlimited entry, day tickets, gift cards in multiple denominations, birthday party packages for both summer and winter seasons, private cabana and sunbed hire across 6 locations (70 total units), group tickets for 30+ guests, and school excursion packages. Additional paid experiences include VIP Winter Igloos, Enchanted Snow Salon makeovers, face painting, Ice Princess character meet-and-greets, and ice sculpting demonstrations. Food and beverage is provided through multiple outlets including The Hungry Shack, Munchies Cafe, Ice Cream Parlour, Snack Stop, Boardwalk Cafe, Glow Bar, Pizza Bar, Sweet Eats, and Popcorn & Treats. The park also features dry theme park rides such as the Ferris Wheel, Crazy Coaster, Red Baron, and Grand Carousel.

Differentiator

Problem solved

Functional benefit

Brands

• Winter Glow Festival: A winter festival featuring snow play, ice sculptures, light installations, theme park rides, and entertainment, held annually from June to August.
• Super Pass

Products and services

• Water Theme Park
• Winter Glow Festival
• Christmas Festival of Lights

Quantifiable outcome

• Over 21 epic rides and attractions for endless family fun
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered minor.

• Searoad FerriesminorOthersQueenscliff - Sorrento Ferry Service providing transportation options for visitors to the Bellarine Peninsula. Contact: 03 5257 4500. Website: searoad.com.au.
• Port Phillip FerriesminorOthersPort Phillip Ferries providing water transportation services for visitors. Contact: 03 9514 8959.
• McHarry's Bus LinesminorOthersGeelong Bus Service providing public and charter transportation for park visitors. Contact: 03 5223 2111.
• V/Line Train ServiceminorOthersGeelong Train Station connection for visitors arriving by rail. Contact: 1800 800 007.
• Avalon AirportminorOthersAirport with domestic flights for interstate visitors. Contact: 03 5227 9100.
• Geelong TaximinorOthersGeelong Taxi Network providing local transportation services. Contact: 131008.
• CoachhireminorOthersCoach hire services for group transportation to the park. Contact: 1300 565 091.
• Novotel GeelongminorOthersWaterfront Geelong accommodation at 10-14 Eastern Beach, Geelong. Contact: 03 52231 377.
• Big 4 BellarineminorOthersHoliday park accommodation only 10 minutes from the park at 1801 Bellarine Hwy, Marcus Hill.
• Ocean Grove Holiday ParkminorOthersHoliday accommodation 10 minutes from the park at 90 Wallington Road, Ocean Grove.
• Accommodation @ CurlewisminorOthersAccommodation at 1345 Portarlington Road, Curlewis. Contact: 03 5251 1111.
• Collendina Caravan ParkminorOthersHoliday park at 177 Bonnyvale Road, Ocean Grove 3226. Contact: 03 5255 1966.
• Ingenia QueenscliffminorOthersAccommodation at 78 Bellarine Hwy, Queenscliff VIC 3225. Contact: 03 5258 1133.
• Crowne Plaza GeelongminorOthersAccommodation at 33 Smythe St, Geelong. Contact: (03) 4225 8800.
• World Waterpark AssociationminorOthersIndustry association that hosts the Wave Review Awards recognizing excellence in marketing for water parks globally.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Merlin Entertainments: Global attractions operator (LEGOLAND, Madame Tussauds, SEA LIFE, etc.). Comparable as a multi-site family entertainment operator with seasonal pass economics, but globally diversified and far larger than Adventure Park.
• Parques Reunidos / Palace Entertainment: International operator of regional theme parks, water parks, and family entertainment centers. Comparable as a multi-site mid-tier operator targeting family entertainment, with similar attendance band (100K-250K) but a global footprint.
• Village Roadshow Theme Parks: Owner/operator of major Australian theme parks (Sea World, Wet'n'Wild, Sea World Resort, Paradise Country). Comparable as a multi-park operator with corporate scale, but with a much larger destination-park portfolio and corporate capital base.

Direct peers

• Dreamworld: Australia's largest theme park on the Gold Coast. Comparable multi-experience model (rides, themed areas, attractions, F&B) and family/tourist target market, though at significantly larger scale and with broader international visitor mix.
• Jamberoo Action Park: Family-owned water theme park on the NSW South Coast. Comparable smaller-scale, family-owned Australian water park with slides, lazy river, and F&B catering to regional family tourism — directly comparable on size and ownership profile.
• Sea World Gold Coast: Marineland/marine theme park on the Gold Coast operated by Village Roadshow. Comparable family entertainment venue combining rides, animal exhibits, and seasonal events with day tickets, season passes, and F&B revenue mix.
• WhiteWater World: Water theme park co-located with Dreamworld on the Gold Coast. Directly competes with Adventure Park in the Australian water park category with thrill slides, family zones, and multi-season ticketing, though at a larger destination scale.
• Raging Waters Sydney: Water theme park in Prospect, NSW. Comparable outdoor water park offering thrill slides, family zones, and seasonal pricing targeting families in the greater Sydney region with similar ticket/pass/F&B revenue model.
• Wet'n'Wild Sydney: Major Australian water theme park operated by Village Roadshow in Sydney's western suburbs. Directly comparable to Adventure Park as a purpose-built water park with seasonal operation, day-pass/season-pass model, F&B, and group bookings targeting families and tourists.

Emerging players

• Funtime Group: Australian operator of indoor and outdoor amusement parks (e.g.,游乐设施). Comparable as a regional family entertainment operator in the Australian market, though typically smaller and more event-focused than Adventure Park's water theme park model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/adventurepark
• LinkedInlinkedin.com/company/adventurepark

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Adventure Park