Parque Capivari

What Parque Capivari does

Parque Capivari is a privately held open-air entertainment and retail complex located in Campos do Jordão, São Paulo, Brazil — the country's highest city at 1,628 meters altitude in the Serra da Mantiqueira mountain range. Operated by ECO JORDÃO S.A. (part of the SOUL PARQUES S.A. group), the park combines amusement attractions, retail (40+ stores and kiosks including national brands such as Renner, Chilli Beans, Track & Field, The Coffee, and Fini), and food and beverage venues on a 44,000 m² site with 7,000 m² of built area. It uses a free-entry, pay-per-attraction commercial model, drawing approximately 3.6 million visitors in 2024 across regular months (~320,000/month) and a peak winter season exceeding 1 million.

The core technical product is the teleférico — the first mixed cable car in Latin America, inaugurated in November 2022 with both open chairs and enclosed pet-friendly cabins — which carried 1.4 million passengers in its first two years. The attraction mix includes mountain toboggan (Trenó de Montanha, 485m, 40 km/h), an immersive Castelo do Terror with 13 live actors and synchronized effects, a 360° CineMetaverso with VR paraglider simulator, a 30-meter Roda Gigante ferris wheel manufactured by Fabripark, ice skating rink, bungee-style Big Jump, and newer additions including the Mini Montanha Hilda family roller coaster from German manufacturer I.E. Park and the Sphera indoor park. The park holds ISO 9001 certification and won two IAAPA EXPO 2024 awards (Innovation, ESG) for its hybrid open-air-mall-plus-amusement-park concept and the 'Além da Visão' accessibility program for visually impaired visitors.

Revenue is generated across four streams: per-attraction ticket sales (R$17.50–R$78), retail tenant leases, food and beverage (including fondue, chocolate, and craft beer), and year-round event programming (Winter Festival, Oktoberfest, Carnival, FEMUCAR, Giro d'Italia cycling). The free-entry model drives footfall into the retail and F&B layer, while events create demand spikes — notably 100,000 expected Carnival visitors in January 2025 (+20% YoY). The park is positioned as a multi-segment family, tourist, and adventure destination with strong seasonality concentrated in the June–August winter season.

Name

Parque Capivari

Legal name

ECO JORDÃO S.A.

Website

https://parquecapivari.com.br

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1–10 employees

Short description

Parque Capivari is a Brazilian open-air entertainment complex in Campos do Jordão (São Paulo) combining amusement attractions, retail, and food and beverage. It operates a free-entry, pay-per-attraction model and serves approximately 3.6 million annual visitors across families, tourists, and adventure seekers.

Ownership category

akta.pro rank

Headquarters

HQ city

Campos do Jordão

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Attraction Tickets: Revenue generated from individual attraction tickets including teleférico, treno, ice skating, CineMetaverso, water ball, and other rides. Each attraction has separate pricing.
2. Retail Leases: Revenue from leasing space to national brands (Renner, Chilli Beans, Track & Field, The Coffee, Fini) and regional retailers. The park houses over 40 stores and kiosks.
3. Food & Beverage: Gastronomic spaces offering traditional mountain cuisine, fondue, chocolate experiences, craft beer (Browe Cervejaria), and various food options from local and national brands.
4. Events & Entertainment: Free-entry park with paid attractions; generates foot traffic for retail and F&B through year-round events including festivals, concerts, and sports events.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Parque Capivari operates an open-air amusement and entertainment complex in the Capivari district of Campos do Jordão, São Paulo, offering more than 15 paid attractions (including the first mixed cable car in Latin America, mountain toboggan, 360° immersive cinema, ferris wheel, ice skating, roller coaster, and family rides), over 40 retail stores and restaurants, and a year-round calendar of cultural events. The park uses a free general admission model with individual ticket pricing for each attraction, supported by dedicated on-site ticketing and online ticket sales.

Product overview

Parque Capivari is an open-air theme park and entertainment complex located in Campos do Jordão, São Paulo, Brazil. The offering consists of core amusement attractions including the Teleférico (cable car to Morro do Elefante), Trenó de Montanha (mountain toboggan), Castelo do Terror (immersive horror experience), CineMetaverso (360° cinema/VR), Roda Gigante (30m Ferris wheel), Patinação no Gelo (ice skating), various children's rides (Trenzinho, Carrossel, Parkids, Carrinhos), water activities (Pedalinho Caravela, Water Ball), and the newer Mini Montanha Hilda roller coaster and Sphera indoor park. The park operates as a shopping-and-leisure hybrid with over 40 retail stores and restaurants, free admission with pay-per-attraction model, and hosts major events including Winter Festival, Carnaval, and Oktoberfest. Accessibility services include the Projeto Além da Visão for visually impaired visitors. The adjacent Instituto Parque Capivari conducts social, professional, and environmental community programs.

Differentiator

Problem solved

Functional benefit

Brands

• Sphera – Park Indoor: Indoor entertainment space with various attractions for all ages located within Parque Capivari.

Products and services

• Teleférico Cable car ride connecting to Morro do Elefante with panoramic views of Serra da Mantiqueira. First mixed cable car in Latin America offering both chairs and enclosed cabins, with pet-friendly cabin option. Sold as individual attraction ticket.
• Trenó de Montanha Mountain toboggan ride on Morro do Elefante with 485 meters of track reaching speeds up to 40 km/h. Riders control braking and can ride solo or in pairs.
• Castelo do Terror Immersive horror experience featuring hyper-realistic scenarios, 13 professional live actors, synchronized sound design, cinematic special effects, and live theatrical interaction. Approximately 13-minute duration.
• CineMetaverso 360-degree immersive cinema experience combining surrounding projection, surround sound, and hyper-realistic environments. Includes VR paraglider simulator. First of its kind in Brazil; up to 20 people per session. Available as combo tickets for one or two people.
• Roda Gigante (Ferris Wheel) 30-meter Ferris wheel, the largest in Serra da Mantiqueira, featuring 16 gondolas (one accessible for people with reduced mobility) and night illumination with scenic lighting effects.
• Patinação no Gelo Ice skating rink with safety equipment provided and professional monitors available to assist skaters of all skill levels.
• Mini Montanha Hilda Family roller coaster manufactured in Germany by I.E. Park. 60 meters of track reaching speeds up to 25 km/h, designed for children and families seeking lighter adventure experiences.
• Big Jump Bungee jump-style attraction offering adrenaline experience for all ages with safety equipment and structure.
• Parkids (Espaço Aventura) Children's adventure area with six-meter diameter trampoline, wooden bridges, four-meter slide, Hobbit houses, and supervised activities.
• Sphera – Parque Indoor Indoor amusement park space with various entertainment options for all ages located within Parque Capivari.
• Trenzinho Mini train ride reminiscent of historic Maria Fumaça steam trains, offering scenic tour through the park for children and adults.
• Pedalinho Caravela Pedal boat ride on the park's lake, accommodating up to 4 people per boat.
• Carrossel Classic carousel attraction with colorful lights, music, and decorative horses for all ages.
• Water Ball Activity allowing participants to walk inside a giant transparent inflatable ball on water without getting wet.
• Carrinhos Bumper cars attraction designed for children with vibrant lights and exciting sounds.
• Night Pass Special evening access pass for Teleférico and Trenó de Montanha from 6pm to 8pm on Fridays, Saturdays, and Sundays.
• Online Ticketing (Ingressos) Online ticket purchasing system for park attractions with date selection, quantity options, and credit card payment processing.

Quantifiable outcome

• 3.6 million annual visitors (2024)
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Associação das Empresas de Parques de Diversões do Brasil (Adibra)coreOthers · 19 November 2024Industry association representing Brazilian amusement parks. Adibra recognized Parque Capivari at IAAPA EXPO 2024 with awards in Innovation and ESG categories. The partnership provides industry credibility and participation in international trade events.
• IAAPA (International Association of Amusement Parks and Attractions)coreOthersGlobal trade association for the amusement industry. Parque Capivari was recognized at IAAPA EXPO 2024 in Orlando, Florida, receiving Innovation and ESG awards. Membership provides access to industry best practices and global networking.
• FabriparkcoreTechnology or IntegrationNational manufacturer based in Distrito Federal that fabricated the new giant wheel. The 30-meter attraction with 16 gondolas (one accessible) was installed as a major 2025 winter season addition.
• RennercoreChannel Partner/ Reseller/ DistributorFirst Renner store in a Brazilian amusement park, opened in 2024. Located within the park's retail complex, offering cold-weather fashion and knitwear.
• Associação Comercial e Empresarial (ACE) de Campos do JordãocoreStrategic or Co-development PartnerLocal business association organizing the Oktoberfest event at Parque Capivari. The partnership supports local tourism economy and cultural events.
• Fundação Lia Maria AguiarminorStrategic or Co-development PartnerCultural foundation collaborating on music festival events and Christmas programming at the park, including the annual Festival de Inverno.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hopi Hari: Major theme park in Vinhedo (São Paulo state) operating roller coasters, themed lands, and ticketed attractions. Closest geographic competitor for São Paulo/Campinas-region family visitors and most directly comparable amusement-park business model in Brazil.
• Beto Carrero World: Brazil's largest theme park located in Penha, Santa Catarina. Direct competitor in the Brazilian amusement park market, with gated-entry model, multiple themed attractions, and significant tourist destination status — comparable scale of visitor draw and family entertainment focus.
• Beach Park: Integrated water park and resort destination in Aquiraz (Ceará). Comparable as a hybrid tourism-entertainment-resort property anchoring a regional tourist economy, with attractions, accommodations, retail, and F&B combined.
• Thermas dos Laranjais: One of the world's largest water park complexes in Olímpia (São Paulo state). Comparable as a major Brazilian family tourism destination with multi-attraction format, on-site lodging partnerships, and significant year-round visitation.
• Snowland: Indoor snow park and entertainment complex in Gramado (Rio Grande do Sul). Closest Brazilian analog to Parque Capivari's mountain-tourism positioning, combining year-round attractions, retail, F&B, and event programming in a single destination experience.

Broad incumbents

• Busch Gardens Tampa Bay: Major US theme park operated by a global entertainment group, recognized by IAAPA. Conceptually comparable as an IAAPA-recognized operator with cable-car/observation attractions, immersive theming, and ESG programs at scale.
• Wet'n Wild: Major water park chain with locations across Brazil. Overlaps with Parque Capivari on the Brazilian family entertainment market and ticketed attraction model, though specialized in water-based attractions versus the mountain positioning.
• Playcenter: Long-established São Paulo amusement park family entertainment operator. Comparable in family-oriented ride portfolio and São Paulo metro catchment, though with a more traditional gated-entry amusement park model versus Parque Capivari's open-air hybrid.

Regional players

• Gramadinho (Mini Mundo / related Gramado attractions): Cluster of small-format attractions in Gramado/Canela competing for the same Brazilian mountain-tourism visitor pool as Parque Capivari. Comparable open-air, mountain-resort family entertainment positioning though at significantly smaller scale.

Others

• IAAPA (industry trade body): International Association of Amusement Parks and Attractions, the global industry body that has recognized Parque Capivari with 2024 Innovation and ESG awards. Included as the institutional reference point rather than a commercial competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC62aLkCaW6ev_2LzUlZfJMQ
• Facebookfacebook.com/parquecapivari
• Instagraminstagram.com/parquecapivari
• LinkedInlinkedin.com/company/parque-capivari

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Parque Capivari