Toowoomba
- Company typePrivate
- Founded1949
- HeadquartersToowoomba, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
Toowoomba firmographics
Firmographics- Name
- Toowoomba
- Legal name
- Toowoomba Carnival of Flowers
- Website
- https://tcof.com.au
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Toowoomba industry classification
Industry- Product category
- Tourism & Festival Events
- NAICS
- Amusement and Theme Parks (713110), Zoos and Botanical Gardens (712130)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Community Parades, Carnivals & Street Fairs (MPAGAEAE)
- akta.pro secondary industry
- Parks, Gardens & Botanical Attractions (THAJACAH)
Keywords
Where Toowoomba is headquartered
LocationHeadquarters
- HQ city
- Toowoomba
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Toowoomba business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Ticket Sales: Revenue from ticketed signature events, tours, and experiences including dining events, workshops, and park attractions.
- Sponsorship: Corporate sponsorship from major partners including Queensland Government, Toowoomba Regional Council, Grand Central Shopping Centre, People First Bank, and other local businesses.
- Vendor Fees: Revenue from food vendors, market stalls, and commercial participants at the carnival.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free park entry |
| Transaction based/ take rate | Pay-as-you-go | Ticketed events |
| Unit Pricing | Pay-as-you-go | Carnival Arcade Sideshow |
| Unit Pricing | Pay-as-you-go | Bull Ride |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Toowoomba product offering
Product offeringCore offering
Toowoomba Carnival of Flowers is an annual three-weekend spring festival featuring floral displays in Queens Park and Laurel Bank Park, supplemented by signature events, guided park tours, dining experiences, and entertainment attractions. The event is operated and owned by the Toowoomba Regional Council and has run since 1949.
Product overview
Toowoomba Carnival of Flowers is an annual three-weekend spring festival (running 18 September to 5 October 2026) offering a unified portfolio of event experiences centered around floral displays and local hospitality. The core offering comprises free entry to feature floral displays at Queens Park Botanic Gardens and Laurel Bank Park, supplemented by a diverse program of signature events (Floral Friday, Grand Central Floral Parade, FEASTival, Paw Parade), guided tour experiences (Twilight Tours, Behind the Blooms, Sip & Stroll, Cork & Walk, Pint Pursuit), ticketed dining experiences through the Weekend Table series at regional venues, and family entertainment including a Ferris Wheel, Sideshow Alley carnival midway, and arcade gaming events. The 2026 program features over 80 events across 77 years of festival history, with a focus on showcasing local producers, gardens, and hospitality venues across the Toowoomba region.
Differentiator
Problem solved
Functional benefit
Products and services
- Queens Park Floral Display Free public floral display park featuring millions of petals, open to all visitors during the festival.
- Laurel Bank Park Floral Display Free public floral display park open to all visitors during the festival.
- Signature Events Program Ticketed signature events program featuring Floral Friday, the Grand Central Floral Parade, FEASTival food experience, and Paw Parade for pet owners and families.
- Park Tours Guided tours of festival floral parks including Twilight Tours and Behind the Blooms experiences for visitors.
- Weekend Table Dining Series Ticketed long-table communal dining series held on festival weekends featuring local produce.
- Ferris Wheel Ride Pay-per-ride Ferris wheel attraction at the festival entertainment zone.
- Carnival Arcade Sideshow Ticketed/pay-per-play carnival arcade and sideshow games at the festival entertainment zone.
- Sideshow Alley Festival entertainment alley with amusement attractions and games for visitors.
- Toowoomba Farmers Market Marketplace event for local farmers and stallholders held during the festival weekend.
- Sip & Stroll Ticketed food and beverage walking event featuring local venues.
- Cork & Walk / Pint Pursuit Ticketed beverage-themed walking event pairing venues with festival offerings.
- Carnival Bull Ride Pay-per-ride mechanical bull attraction at the festival entertainment zone.
Quantifiable outcome
- 40 million petals on display across Toowoomba parks
- +2 more outcomes
Companies that use Toowoomba
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles3 records
Toowoomba technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Toowoomba partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core, flagship and minor.
- Toowoomba Regional CouncilcorePrimary organizer and owner of the Toowoomba Carnival of Flowers. Provides venue access to public parks, Council nursery for growing floral displays, staffing, and organizational infrastructure. Coordinates all aspects of festival delivery.
- Queensland Government / Tourism and Events QueenslandflagshipMajor government tourism partner providing promotional support, co-marketing through Queensland.com and official tourism channels, and funding support for event programming.
- Queensland Country TourismcoreRegional tourism organization promoting the carnival to Queensland visitors and supporting regional tourism initiatives.
- Grand Central Shopping CentreflagshipMajor retail sponsor hosting the Grand Central Floral Parade and Itty Bitty Floral Parade in shopping centre. Key promotional partner with significant retail exposure.
- People First BankcoreBanking sponsor supporting the carnival with promotional and financial backing.
- Peter RobertsminorLocal car dealership sponsor providing transportation-related support or promotions for the carnival.
- Darling Downs (103.7 FM)minorLocal radio station partner providing broadcast media coverage and promotional announcements.
- Triple MminorCommercial radio network partner for regional broadcast coverage and promotional activities.
- Toowoomba Farmers MarketcoreCommunity market organization operating multiple market days during carnival, showcasing local producers, makers, and food vendors adjacent to Queens Park.
- Flipp'd Arcade BarminorToowoomba's premier arcade bar hosting Carnival Arcade Sideshow Flower Power Sundays with retro gaming and flower-themed cocktails.
- Grand Central Shopping CentreflagshipHosts Grand Central Itty Bitty Floral Parade featuring miniature floats from schools, disability support organizations, not-for-profits, and aged care homes.
- Birdlife Southern Queensland Darling DownsminorBirding organization co-hosting Toowoomba Birding Festival with guided walks, talks, and kids activities at various locations.
- Toowoomba Bird Observers ClubminorLocal bird watching club co-hosting birding festival events including guided walks and educational sessions.
- Friends of the Escarpment Parks Toowoomba IncminorVolunteer organization leading guided walks at Carnival in the Bush event, showcasing local plant species and ecosystem education.
- Toowoomba Regional Council Libraries (First 5 Forever)minorCouncil libraries program hosting First 5 Forever Floral Playtime nature play sessions for young children as part of carnival program.
- Queensland Museum Cobb+CocoreState museum hosting Secrets: Objects of Intrigue exhibition during carnival period, offering additional attraction for visitors.
- South West Queensland Thunder Football ClubminorNot-for-profit football club benefiting from fundraising at Toowoomba Carnival Bull Ride event.
- Toowoomba Model Railway Club Inc.minorClub hosting Carnival of Trains exhibition featuring model railway displays and museum at Toowoomba Showgrounds.
- Ballandean Estate WinesminorAward-winning winery from Stanthorpe providing wine pairings for Aberfeldy Barn Weekend Table dining experience.
- Heritage Estate WinesminorWinery from Stanthorpe providing wines paired with three-course menu at DownsSteam Weekend Table event.
- Bannock Brae MeatsminorLocal producer supplying charcuterie for Relish Cafe grazing box workshop.
- Merrits Creek BakeryminorLocal bakery supplying artisan breads for Relish Cafe grazing box workshop.
- Save the Bees HoneyminorLocal beekeeping operation supplying honey products for Relish Cafe grazing box workshop.
Scale indicators6 records
Recent moves2 records
Expansion highlights5 records
Toowoomba competitors and assessment
Company assessmentDirect peers
- Floriade: Australia's largest flower festival held annually in Canberra. Directly comparable as a major regional spring flower festival with free park entry, ticketed signature events, food and wine programming, and evening illuminations targeting inter-state tourists.
- RHS Chelsea Flower Show: Iconic annual horticultural show in London featuring show gardens, floral displays, and ticketed programming. Comparable as a flagship horticultural event with strong brand recognition and tiered ticketing, though more trade-focused.
- Keukenhof Gardens: World-famous Dutch tulip and flower garden open seasonally for ~8 weeks with paid admission, mass floral displays, and indoor floral shows. Closest international comparable for the 'seasonal flower display + ticketed events' business model.
- Butchart Gardens: Year-round botanical garden destination in British Columbia with seasonal floral displays, ticketed admission, dining experiences, and evening entertainment programming. Comparable as a destination botanical attraction monetizing through admissions and signature seasonal events.
- Longwood Gardens: Major US horticultural destination in Pennsylvania with 1,100+ acres of gardens, seasonal floral displays, ticketed admission, and ticketed special events including concerts and dining. Comparable as a destination botanical garden with a tiered event programming model.
- Floriade (Singapore): Singapore's signature garden and flower festival held at Gardens by the Bay with floral displays, ticketed signature events, and F&B programming. Comparable as a multi-week flower festival format with ticketed premium experiences layered onto a free core attraction.
- Hunter Valley Gardens: Major regional botanical attraction in the Hunter Valley wine region, NSW, featuring 25+ themed gardens with seasonal flower displays and ticketed events. Comparable as a regional Australian botanical destination monetizing through admissions and seasonal events.
- Tesselaar Tulip Festival: Annual tulip festival in Silvan, Victoria featuring mass flower displays, ticketed events, food and wine experiences, and family entertainment. Closest comparable as a privately-operated Australian flower festival with a similar 3-4 week operating window and tiered ticketing model.
Broad incumbents
- Gardens by the Bay: Major Singapore botanical attraction featuring large-scale floral displays, conservatories, and ticketed seasonal events including the Flower Dome seasonal displays. Comparable as a large-scale destination botanical attraction with paid admissions and event programming.
- Walt Disney World EPCOT International Flower & Garden Festival: Major theme park flower and garden festival with floral displays, outdoor kitchens, and garden exhibits. Comparable as a scaled flower-festival-with-ticketed-dining format, though embedded within a much larger theme park operation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Toowoomba social profiles
Digital presenceToowoomba financial estimates
Financial estimateRevenue estimate
Valuation estimate
Toowoomba leadership team
Management profileNumber of profiles
Toowoomba funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Toowoomba 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 Toowoomba
What does Toowoomba do?
Toowoomba Carnival of Flowers is an annual three-weekend spring festival featuring floral displays in Queens Park and Laurel Bank Park, supplemented by signature events, guided park tours, dining experiences, and entertainment attractions. The event is operated and owned by the Toowoomba Regional Council and has run since 1949.
Is Toowoomba a public or private company?
Toowoomba is a private company. It is classified as state government owned and is currently operating.
When was Toowoomba founded?
Toowoomba was founded in 1949. It employs 11 to 50 people.
Where is Toowoomba based?
Toowoomba is headquartered in Toowoomba, Australia, in the Oceania region.
How does Toowoomba make money?
Three revenue lines are on record. Ticket Sales are the primary driver. The others are sponsorship and vendor Fees.
Who are Toowoomba's main competitors?
Direct peers on record are Floriade, RHS Chelsea Flower Show, Keukenhof Gardens, Butchart Gardens, Longwood Gardens, Floriade (Singapore), Hunter Valley Gardens and Tesselaar Tulip Festival. Broad incumbents are Gardens by the Bay and Walt Disney World EPCOT International Flower & Garden Festival.
Does Toowoomba have an API?
No public API is recorded for Toowoomba.
What industry is Toowoomba in?
Toowoomba's product category is Tourism & Festival Events. Its primary akta.pro industry code is MPAGAEAE, Community Parades, Carnivals & Street Fairs, with a secondary code of THAJACAH, Parks, Gardens & Botanical Attractions. Its NAICS code is 713110 and its SIC code is 7900.