Luna Park's New $15 Million immersive attraction- The Dream Circus

[Jobe]

Luna Park Sydney has released details of its new $15 million dollar imersive attraction, the Dream Circus.

It has provided almost 90 years of fun but now Sydney's iconic Luna Park is entering the digital age with a new immersive attraction pegged to be the next chapter of the park's history.

Luna Park opened in 1935 on Sydney Harbour during a time of economic and political turbulence during the Great Depression.

The theme park offered "escapism, wonder and joy" for residents during that difficult time, CEO John Hughes said.

The historical face of Luna Park and as it looks now. (Nine / Supplied)

 

"Born in the midst of the great depression, Luna Park was built in Sydney out of this need for being social to escape through some of that frivolity," he told 9news.com.au.

Eighty-eight years later, torrid times have hit again but Luna Park remains to offer a similar escape.

"Now in 2023 with what is happening globally on the back of a pandemic, we think that there is this innate need again to escape, somewhere to go have fun and somewhere to go socialise."

From December 22, Luna Park will have upgraded the Big Top to an immersive experience attraction, opening with a locally created experience called the Dream Circus.

A render of inside the Big Top immersive experience. (Supplied)HERE

 

The park has made the $15 million investment into redeveloping the Big Top to compete with the globally growing demand for immersive experiences.

Luna Park will offer a 3000-square-metre fully accessible multi-purpose entertainment venue within the Big Top with "Barco projection technology, a spatially mapped audio system, hologram technology, motion-activated LED screens and the latest in lighting technology".

It provides a 360-degree visual and audio experience in the Big Top that will initially be used to show the Dream Circus production and later for live music, product launches, fashion week and other corporate connections.

The event space will open with the Dream Circus production. (Supplied) Sydney Luna Park CEO John Hughes. (Supplied)

The move into the immersive and digital space is the future for the amusement park, the CEO added.

"We know globally that Gen Z, Gen Alpha are craving these highly social and immersive experiences," he said.

He acknowledged that simply relying on rollercoasters and rides at Luna Park isn't sustainable for the future of the theme park and moving into the digital space and creating an "Instagrammable" experience will attract a new wave of visitors.

 

 

"Luna Park has historically pushed what is possible creatively it has always been a leader in the next best thing," Hughes said.

"It is in our DNA. We are replicating it in a 2023 way to a 2023 audience who are largely digital natives," he said.

The park already welcomes 1.1 million visitors per year - a return to pre-COVID-19 numbers, Hughes said - but with this new experience it hopes to attract 50,000 visitors this summer alone.

Luna Park is sticking closely to its history honouring the best of the new technology while remaining a heritage Art Deco amusement park with classic rides and attractions.

From the current to construction site to event space in seven weeks. (Supplied) The Dream Circus is a narrative journey to be premiered in the Big Top. (Supplied)

But as the CEO noted, with Australia and the globe facing difficult economic times again in 2023 and the cost of living crisis squeezing budgets, the park believes it has hit the right balance on pricing with the new experience.

Starting at $35 for kids and $45 for adults, the team said it is pricing "comparable to a movie".

"When you look at the broad spectrum of going to the cinema, going to other attractions or going to shows that come to town we think that is priced quite low given the experience and quality," Hughes said.

"Hopefully people can see the value proposition of coming to the park for a ride pass and an experience pass for the Dream Circus for a fairly affordable price."

 

The link to the original article can be found HERE

 

This seems like an excellent proposition for the park- at the same time it converts a function space that can be utilised into a permanent attraction but the attraction itself can also be used to enhance the features of the function space.

It will be interesting to see just how and what this attraction actually looks like when it opens to the public.

Either way, it certainly shows that Luna Park are still thinking out of the box and have followed up their recent significant investment of 9 new rides with this experience. 

The Luna park site has been updated to reflect the new attraction and has more info.

It will be an upcharge and ticketed attraction and is not available if you are an existing annual pass holder.

Info from the website is as per below:

 

 

 

 

Edited November 3, 2023 by Jobe

[Dean Barnett]

"Tickets are onsale now"

"Tickets selling fast"

Which one is it?

 

Interesting to note that they've gazumped a fair few corporate events by cancelling on them for events booked years ago. 

I don't see a $45 upcharge is gonna sit with the general punters that visit LPS.

[Jobe]

42 minutes ago, Dean Barnett said:

Interesting to note that they've gazumped a fair few corporate events by cancelling on them for events booked years ago. 

Do you have examples here?

43 minutes ago, Dean Barnett said:

I don't see a $45 upcharge is gonna sit with the general punters that visit LPS.

I think you might be surprised here. Given that its a free entry park, people can choose if they just want to do this attraction and then leave. Also given that its an hour long experience, this pricing point sits pretty well with other similar events such as the Van Gogh travelling experience which was extremely popular. Of course , it will depend on how good this experience actually is and also will they be able to alter it so that different experiences can be shown to attain repeat patronage. Perhaps they will have seasonally different shows every year to entice people back. This may only have a limited holiday run as well. That will keep this experience quite fresh if they do. Time will tell but its great to see the park being innovative with the spaces they have. 

[downunder]

Sigh, it meant no Halloscream mazes in the big top this year lol.

I got an email about this and skimmed through thinking it was a temporary thing for summer.

Not for me, but I hope it goes well for them. 

 

[Dean Barnett]

15 minutes ago, Jobe said:

Do you have examples here?

[Jobe]

2 minutes ago, Dean Barnett said:

Hmm interesting. Well if that is true then its not overly positive , however, it is their space and they can manage it as they see fit , just like any other function space.

I do not think the intention here is to stop the Big Top from holding functions at all, ratheras I stated earlier, I believe that this will be a seasonal , holiday run attraction. Indeed the official media release says that this technology will be later used for corporate functions, live music and product launches etc.

[Naazon]

2 hours ago, Dean Barnett said:

"Tickets are onsale now"

"Tickets selling fast"

Which one is it?

 

Interesting to note that they've gazumped a fair few corporate events by cancelling on them for events booked years ago. 

I don't see a $45 upcharge is gonna sit with the general punters that visit LPS.

Amazingly, it can be both.

 

Also your example of a "fair few corporate events" is 1 person saying that. Not saying its not true but...

 

[Dean Barnett]

5 hours ago, Naazon said:

Also your example of a "fair few corporate events" is 1 person saying that. Not saying its not true but...

I'm not sure how else I'm meant to prove it.. I work in events in Sydney - and the venue was pretty popular with Christmas parties.. and it's that season.

7 hours ago, Jobe said:

this technology will be later used for corporate functions, live music and product launches etc.

That would require the events to make custom content that suits whatever screens they put in... 

[Jobe]

2 hours ago, Dean Barnett said:

I'm not sure how else I'm meant to prove it.. I work in events in Sydney - and the venue was pretty popular with Christmas parties.. and it's that season.

That would require the events to make custom content that suits whatever screens they put in... 

Hey I am just repeating what has been reported in the media and quoted what the park’s CEO has stated in an interview.

They seem fairly confident it can and will be done. 

[rappa]

Whist this is being done by one of the best content creation companies in the business I can’t help but feel it’s an odd choice. 
 

Surely what the market wants from Luna Park is nostalgia and throwback real world experiences in a world class location. 
 

Same same virtual projection worlds that are already everywhere just seem really off brand. 

[19Michael96]

Disagree. It’s making a much better use of the Big Top space for ordinary park patrons which is a plus in my view. LPS has always been about innovation and to remain commercially viable they need to move with the times, so what better way than this? The closest thing to a dark ride/experience the park has had since 1979. Besides, the park just installed 9 new rides 2 years ago so it's not like that demographic is forgotten. 

My biggest issue is the need to complete the theming around the park, build "bridges" for the rides, etc. restore Coney Island.

[Dean Barnett]

My hot take is it's a way to make money from the venue without having noise complaints from the neighbours ... gigs went close to midnight - the last "show' will finish 10pm.. and I can imagine it will be considerably quieter than rock and roll gigs.   

[Jobe]

9 hours ago, 19Michael96 said:

Disagree. It’s making a much better use of the Big Top space for ordinary park patrons which is a plus in my view. LPS has always been about innovation and to remain commercially viable they need to move with the times, so what better way than this? The closest thing to a dark ride/experience the park has had since 1979. Besides, the park just installed 9 new rides 2 years ago so it's not like that demographic is forgotten. 

My biggest issue is the need to complete the theming around the park, build "bridges" for the rides, etc. restore Coney Island.

This 👆 💯 agree. Was going to respond exactly the same way. Could not have put it any better myself. 
 

[DaptoFunlandGuy]

On 03/11/2023 at 9:37 PM, Dean Barnett said:

I'm not sure how else I'm meant to prove it.. I work in events in Sydney - and the venue was pretty popular with Christmas parties.. and it's that season.

I used to work for a company that held the in-house contract for the Big Top. Christmas Parties for sure were popular, but they aren't enough to sustain the venue. There are so many other spaces out there and competition has always been fierce. Naturally this always meant there was pressure on to reduce prices to remain competitive, or throw in other inclusions like rides \ attractions.

Now LPS has redeveloped Maloney's Corner into Luna Land, along with BD3, they are running out of space they can use for opportunities like this.

Judging by the social media post, it doesn't sound like clients had contracts in place, and venue availability isn't a guarantee. A few corporate christmas parties isn't anything to cry over (and if the venue reopens for those sorts of events, those 'annoyed clients' would be straight back on board, asking for discounts and ride inclusions once again.

On 03/11/2023 at 9:37 PM, Dean Barnett said:

That would require the events to make custom content that suits whatever screens they put in... 

A simple template. it wouldn't be too hard to drop in some client logos, or dressy backgrounds. It doesn't have to be as fully immersive as the show itself.

 

On 04/11/2023 at 7:49 AM, rappa said:

Surely what the market wants from Luna Park is nostalgia and throwback real world experiences in a world class location. 

I never liked Big Top. If it didn't exist, then sure - but it's here, and as a facility it doesn't really lend itself to nostalgia. If it weren't being used for this attraction, it'd be an empty shell of a venue used for special events only - which isn't really as efficient a use of the space as an attraction that is open and making money every day of the week.

As you say - its being done by the best in the business...

18 hours ago, Dean Barnett said:

My hot take is it's a way to make money from the venue without having noise complaints from the neighbours ... gigs went close to midnight - the last "show' will finish 10pm.. and I can imagine it will be considerably quieter than rock and roll gigs.   

Now you're catching on.

 

[REGIE]

At first I thought it was gonna be a full dark ride!  Little bit disappointed it’s not gonna be a dark ride, but I don’t know enough about it yet to criticise. It still looks very promising and I am glad the big top is being used for an attraction. Never liked that it took up so much space.  can’t wait to see more.  Still confused what it is.