Australian Amusement, Leisure & Recreation Association Inc.
AALARA is Australia's peak national not-for-profit industry association for amusement, leisure and recreation operators and suppliers, providing tiered membership, an annual Gold Coast conference, safety advocacy, and regulatory standards engagement.
- Company typePrivate
- Founded1994
- HeadquartersBurleigh Heads, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Australian Amusement, Leisure & Recreation Association Inc. does
AALARA (Australian Amusement, Leisure & Recreation Association Inc.) is the peak national industry body for Australia's amusement, leisure and recreation sector, founded in 1994 and incorporated in 1995 as a not-for-profit in New South Wales. It is governed by a voluntary Board of Directors and operated by a small staff of five employees headquartered in Burleigh Heads on the Gold Coast, Queensland. The association provides a unified industry voice and is represented on Australian Standards committees involved in drafting safety guidance for amusement equipment, contributing to instruments such as the Amusement Devices Code of Practice 2023.
AALARA's product offering is built around tiered membership (Corporate A/B/C priced from $440 to $1,540 annually by turnover, plus Student/Individual at $180 and Engineer tiers, each with a one-off $60 joining fee) bundled with an annual conference and trade show on the Gold Coast (AALARA24 through AALARA27), member networking events, the AALARA on the Road outreach program, and a member support hotline including free legal advice via Sparke Helmore Lawyers. Distribution is primarily direct via the aalara.com.au portal, supplemented by an IAAPA partnership that provides international connections and global expo discounts, and a network of strategic partners including HIB Insurance Brokers, the Queensland Government/Workplace Health & Safety Queensland, Austrade, and QTIC.
The revenue model combines recurring annual membership subscriptions with event-driven income from conference registrations, trade show exhibitor fees, and sponsorship packages. Members include major Australian operators across theme parks, water parks, amusement centers, cable sports facilities, and showgrounds (e.g., Scenic World, Luna Park Melbourne, Raging Waters Sydney, Funlab/Hijinx, Adventure World, Royal Sydney Easter Show). AALARA does not have a parent company, has no disclosed funding rounds, and reports no revenue figures in the available data.
Australian Amusement, Leisure & Recreation Association Inc. firmographics
Firmographics- Name
- Australian Amusement, Leisure & Recreation Association Inc.
- Legal name
- Australian Amusement, Leisure & Recreation Association Inc.
- Website
- https://aalara.com.au
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AALARA is Australia's peak national not-for-profit industry association for amusement, leisure and recreation operators and suppliers, providing tiered membership, an annual Gold Coast conference, safety advocacy, and regulatory standards engagement.
- Ownership category
- akta.pro rank
Australian Amusement, Leisure & Recreation Association Inc. industry classification
Industry- Product category
- Industry Association Services
- NAICS
- Business Associations (813910), Professional Organizations (81392), Convention and Trade Show Organizers (56192)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)
- akta.pro secondary industry
- Affinity, Membership & Association Referral Programs (FSAEAMAL)
Keywords
Where Australian Amusement, Leisure & Recreation Association Inc. is headquartered
LocationHeadquarters
- HQ city
- Burleigh Heads
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Australian Amusement, Leisure & Recreation Association Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Membership Fees: Annual membership fees based on organization size and type. Corporate memberships (A, B, C tiers) differentiated by annual turnover. Student/Individual and Engineer memberships also available. All memberships provide 12 months access from date of registration plus a once-off $60 joining fee.
- Conference and Trade Show Revenue: Revenue from annual conference registrations, trade show exhibitor fees, sponsorship packages, and social networking function tickets.
- Member Deals and Discounts: Exclusive member discounts and promotional opportunities from fellow AALARA Member events and attractions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Corporate A Membership - for organisations with annual turnover up to $2 million |
| Subscription | Annual | Corporate B Membership - for organisations with annual turnover between $2 and $10 million |
| Subscription | Annual | Corporate C Membership - for organisations with annual turnover of more than $10 million |
| Subscription | Annual | Student/Individual Membership - for students or sole traders |
| Subscription | Annual | Engineer Membership - for engineers directly servicing the amusement, leisure and recreation industries |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Australian Amusement, Leisure & Recreation Association Inc. product offering
Product offeringCore offering
AALARA is a not-for-profit peak industry association that sells tiered corporate, student/individual, and engineer memberships to organisations and professionals in Australia's amusement, leisure and recreation industry. It also stages an annual conference and trade show, provides a member support hotline with legal advice, and runs advocacy, training, and discount programs to connect operators, suppliers, and professionals across the sector.
Product overview
AALARA is a not-for-profit member-based industry association offering tiered corporate, student, individual, and engineer membership programs. The association's core offerings include annual conferences and trade shows, member support services with legal advice hotline, industry advocacy, training resources, and a member discount program. Membership tiers are differentiated by organisational turnover size and provide access to networking opportunities, marketing promotion, industry knowledge resources, and discounted conference attendance.
Differentiator
Problem solved
Functional benefit
Products and services
- AALARA Corporate Membership (A, B, C tiers) Tiered corporate membership for organisations in the Australian amusement, leisure and recreation industry, priced by annual turnover (A: up to $2M at $440/yr; B: $2-10M at $660/yr; C: above $10M at $1,540/yr), all subject to a $60 once-off joining fee and Board approval, with access to networking, marketing, resources, support hotline, and conference discounts.
- AALARA Student/Individual Membership Membership for students studying tourism, leisure or recreation subjects at TAFE or university, or sole traders joining as individuals, at $180 per year plus a $60 sign-up fee for one individual.
- AALARA Engineer Membership Membership category for engineers directly servicing the amusement, leisure and recreation industries, at $440 per year plus a $60 sign-up fee, providing benefits for one engineer.
- AALARA Annual Conference & Trade Show Annual industry conference and trade show bringing together amusement, leisure and recreation businesses, operators, and professionals, including networking functions, educational sessions, site tours, and a trade exhibition; recent editions have been held at venues such as the Gold Coast Convention & Exhibition Centre and The Star Gold Coast.
- Member Support Services Member support services including a member support hotline, an incident response hotline with 20 minutes of free legal advice from Sparke Helmore Lawyers, and access to industry knowledge, templates, training resources, and supplier directories.
- Industry Advocacy & Policy Development Representation and advocacy on industry issues including Modern Awards, penalty rates, global harmonisation, communications, public relations, and crisis media management, delivered on behalf of members.
- Member Discount Program AALARA Member Deals providing discounts across fellow member events and attractions, in addition to networking opportunities and industry subscriptions.
Quantifiable outcome
- 30+ years of industry advocacy and standards development since 1994
Companies that use Australian Amusement, Leisure & Recreation Association Inc.
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles4 records
Australian Amusement, Leisure & Recreation Association Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Australian Amusement, Leisure & Recreation Association Inc. partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- IAAPA (International Association of Amusement Parks and Attractions)coreAALARA is a Member of IAAPA, providing international connections and resources. Members benefit from sharing of information from the International Association of Amusement Parks and Attractions, including discounted access to IAAPA expos.
- HIB Insurance BrokerscoreLong-standing involvement in AALARA Conference through sponsorship. Provides insurance services and expertise to the amusement, leisure and recreation industries. Michael Alexander represents HIB in discussions about sponsorship and member support.
- Queensland Government / Workplace Health & Safety QueenslandcoreGovernment partner supporting National Regulators meetings and industry safety forums. Brought to you by Queensland Government at AALARA events.
- AustradecoreAustralian Trade and Investment Commission supporting AALARA Conference panels and international trade opportunities for the industry.
- QTIC (Queensland Tourism Industry Council)minorDiscussion of national collaboration opportunities for stronger industry advocacy together.
- The Star Gold CoastcoreConference venue and accommodation partner for AALARA events. Provides discounted rates for AALARA delegates.
- Sparke Helmore LawyerscoreProvides 20 minutes free legal advice through the Member Support Hotline's business advisory service helpline for incident response.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Australian Amusement, Leisure & Recreation Association Inc. competitors and assessment
Company assessmentRegional players
- Queensland Tourism Industry Council (QTIC): Australian peak body for the tourism industry at the state level. Already a partnership counterpart of AALARA; comparable as a state-level industry association representing operators and providing advocacy, networking, and policy engagement.
- NZRA – New Zealand Recreation Association: New Zealand's national membership body for recreation and leisure. Closest trans-Tasman peer — same industry verticals (parks, recreation, leisure operators), similar tiered membership and event-driven member services, but operating in a different country.
- PATA (Pacific Asia Travel Association): Regional membership association for travel and tourism in Asia Pacific. Comparable as an industry association serving operators and destinations with advocacy, events, and member services in a geography adjacent to AALARA's Australian mandate.
- Australian Tourism Industry Council (ATIC) / Tourism & Transport Forum: National Australian tourism peak body representing travel, tourism, and transport operators. Comparable as a national membership association for a related leisure-adjacent industry, with similar advocacy, conference, and member-service models.
Emerging players
- National Independent Venue Association (NIVA): US-based membership association representing independent live entertainment venues. Comparable as an industry advocacy association serving operators in adjacent leisure/entertainment verticals with tiered membership, advocacy, and member benefits.
Direct peers
- Themed Entertainment Association (TEA): International membership association for the themed entertainment industry, including operators, designers, and suppliers. Comparable in mission (industry standards, networking, advocacy) and overlapping member base with AALARA's attractions and supplier segments.
- International Association of Exhibitions and Events (IAEE): Global trade association for the exhibitions and events industry. Comparable as a membership body for the broader trade show and conference ecosystem that AALARA operates within, with similar member tiers, advocacy, and event-driven revenue model.
Broad incumbents
- IAAPA (International Association of Amusement Parks and Attractions): The global peak body for the attractions industry. AALARA is itself an IAAPA member; IAAPA operates the global expo (IAAPA Expo) and serves overlapping operators, suppliers, and professionals across the same amusement, leisure, and recreation value chain.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Australian Amusement, Leisure & Recreation Association Inc. social profiles
Digital presenceAustralian Amusement, Leisure & Recreation Association Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Australian Amusement, Leisure & Recreation Association Inc. leadership team
Management profileNumber of profiles
Profiles10 records
Australian Amusement, Leisure & Recreation Association Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Australian Amusement, Leisure & Recreation Association Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Australian Amusement, Leisure & Recreation Association Inc.
What does Australian Amusement, Leisure & Recreation Association Inc. do?
AALARA is a not-for-profit peak industry association that sells tiered corporate, student/individual, and engineer memberships to organisations and professionals in Australia's amusement, leisure and recreation industry. It also stages an annual conference and trade show, provides a member support hotline with legal advice, and runs advocacy, training, and discount programs to connect operators, suppliers, and professionals across the sector.
Is Australian Amusement, Leisure & Recreation Association Inc. a public or private company?
Australian Amusement, Leisure & Recreation Association Inc. is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Australian Amusement, Leisure & Recreation Association Inc. founded?
Australian Amusement, Leisure & Recreation Association Inc. was founded in 1994. It employs 1 to 10 people.
Where is Australian Amusement, Leisure & Recreation Association Inc. based?
Australian Amusement, Leisure & Recreation Association Inc. is headquartered in Burleigh Heads, Australia, in the Oceania region.
How does Australian Amusement, Leisure & Recreation Association Inc. make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are conference and Trade Show Revenue and member Deals and Discounts.
Who are Australian Amusement, Leisure & Recreation Association Inc.'s main competitors?
Regional players on record are Queensland Tourism Industry Council (QTIC), NZRA – New Zealand Recreation Association, PATA (Pacific Asia Travel Association) and Australian Tourism Industry Council (ATIC) / Tourism & Transport Forum. National Independent Venue Association (NIVA) is listed as an emerging player. Direct peers are Themed Entertainment Association (TEA) and International Association of Exhibitions and Events (IAEE). IAAPA (International Association of Amusement Parks and Attractions) is listed as a broad incumbent.
Does Australian Amusement, Leisure & Recreation Association Inc. have an API?
No public API is recorded for Australian Amusement, Leisure & Recreation Association Inc..
What industry is Australian Amusement, Leisure & Recreation Association Inc. in?
Australian Amusement, Leisure & Recreation Association Inc.'s product category is Industry Association Services. Its primary akta.pro industry code is THAHACAA, Association & Society Conference Management (Nonprofit, Professional Bodies), with a secondary code of FSAEAMAL, Affinity, Membership & Association Referral Programs. Its NAICS code is 813910 and its SIC code is 8600.