The Big Pineapple

RENEWAL OF A TOURISM ICON

Flashback 1971 !

• Opened in 1971, Tropical Queensland/Road Trip

• Sunshine Plantation had something for everyone

• Hawaii’s Dole Plantation not public until ‘89

• Australia Largest Tourist Attraction 1M plus visitors

• News Limited, The Murdoch’s, Expo 88 and the Bruce Highway Bypass

• Still our most photographed ‘Big Thing’, Heritage Listed

Our Earliest Agri-tourism

ACCOMMODATION

Camping groundSwimming & lap poolCaravan & RV parkAmenitiesTennis centreBike hireTourist park & cabinsMotelServiced accommodationFood & Dining

EVENTS SPACE

Big Pineapple Music FestivalAnzac/ dawn serviceCarols by candlightAreas for future new eventsMeeting & function facilitiesConference centreEducation & training facilities

FOOD & TOURISM HUB

Farm gate, retail & public salesDemonstration market kitchenStaff facilities & trainingBoutique winery/micro brewerySpeciality produce marketDairy & cheese FactoryFlower market & nurseryBread & bakeryStorage & sorting shedsProduce consolidation & distribution

HIGHWAY TRAVEL CENTRE

Regional visitor centre & informationRetail & associated usesBooking & accommodationRest stop, picnic & playgroundService centre amenitiesFuel & wash downRest stop & driver facilities

NATURE BASED TOURISM

Glamping accommodationTree houseEco-villas High ropes courseAbsailing/ climbing wallRainforest & wetland boardwalksOutdoor sport & recreationAdventure racing eventsBMX track

BIG PINEAPPLE EXPERIENCE

Big Pineapple visitor centreWildlife HQExhibition hallRetail shopRestaurant & cafesTrain rideOutdoor moviesFamily fun/ water park

A Fresh Vision

• False Starts and New Ownership

• A Paint job, A Zoo and a Music Festival

• Contemporary Big Pineapple Experience

• Celebrating it’s History and Re-inventing itself

• SIX key themes reflecting the Sunshine Coast

A Process not a Plan

• Community Ownership and Early Engagement

• Open Days for Aspirations and Ideas

• Build Momentum and Community Support

• Diverse views BUT 1 thing in common!

• Long Term Plan AND Temporary Activation

• The Media

Project and Policy Alignment

• The Sunshine Coast Brand

• Economic Development Objectives

• Reinforcing Council’s own Agenda

• Major Project Relationships

• Global Trends and Demand

• Support at all levels of Government

The Value of Partnerships

• Local Producers were the partners in ‘71

• Build broad support and shows Ambition

• Local producers, FAN, Tourism and Commerce

• One off Brands like Midnight Oil

• Supply chain partners both Big and Small

• Stay True to the Brand

Effective Strategies

• Promote your uniqueness but lobby as a group

• History and Brand are your greatest assets !

• People have Passion not Projects

• Masterplan must inspire but it’s the Process that counts

• Early Engagement and Policy Alignment

• Private Sector Risk v Return Equation

So What’s Next?

• 170 Ha of Tourism Activation

• Treetops, Festival and Food Announcements

• Maintaining Positive Public Sentiment

• Renewal Big Pineapple Experience

• Millions $ in Community Prosperity

Thank You

CONTACT

Shaun MundayManaging DirectorPlace Design Group