luna park sydney CASE

IMPLEMENTED UNDER WHITE LABEL

the client

Luna Park Sydney is a heritage-listed amusement park located at 1 Olympic Drive in the harbourside suburb of Milsons Point, New South Wales, Australia, on the northern shore of Sydney Harbour.
Luna Park's digital front door was leaking revenue and frustrating customers. Their clunky, disconnected system couldn't handle the complexity of their passes, events, and promotions, creating a massive bottleneck on their growth. We didn't give them a facelift; we engineered a high-performance Guest Experience Engine designed to pull the three core levers of their business: Turnover, Average Order Value, and Total Orders.

Objective:Their Biggest Bottleneck Wasn't the Roller Coaster. It Was the Checkout

The objective was never just to sell tickets online. It was to solve the operational chaos that was strangling their growth. Their disconnected systems for tickets, merchandise, and reservations were leaking revenue and frustrating customers. We were hired to engineer a centralized, high-performance Guest Experience Engine designed from the ground up to systematically pull the three core levers of their business: Turnover, Average Order Value, and Total Orders.

Price Matrix: Turned Their Static Pricing into an Automated Profit Engine

Static pricing is a profit killer. They were leaving a fortune on the table during peak demand and failing to drive traffic on slow days. We didn't just build a "price matrix"; we engineered a fully autonomous, dynamic pricing engine that acts like an expert yield manager 24/7. The system analyzes real-time park capacity, pre-booked visits, and current demand to automatically optimize the ticket price. This is a direct and powerful pull on the Revenue lever, ensuring they capture the maximum possible profit from every single ticket sold, every single day.

Designing an advanced price matrix for park admission tickets

Swift PO System- We Gave Them a 360-Degree View of Every Guest

Before our work, Luna Park was flying blind. They were running two separate businesses: an online store and an in-park operation, and the two never talked. They had no idea if the person who bought a season pass online also bought three hot dogs in the park. This made it impossible to understand true customer value or run effective loyalty programs. We didn't just connect two systems; we engineered a centralized data backbone that unified every single transaction—online and in-park—into a single, powerful customer profile. This unlocked the ability to pull the Average Order Value and Turnover levers with precision.

Gamification - We Didn't Build a Loyalty Program. We Built an Addiction Loop

One-time visitors don't build an empire; repeat, high-value customers do. We engineered a gamified system designed with a single purpose: to create a powerful, profitable habit of returning to the park. By using artifacts like points, badges, and leaderboards, we turned a simple visit into a game of progression and status. This wasn't just for fun; it was a direct and systematic pull on the Turnover and Average Order Value levers, compelling guests to come back sooner and spend more on each visit to unlock the next reward. The gamification artifacts include the following: Points, Badges, and Leaderboards, Real-Time Feedback and Rewards, Social Integration.

We Gave Them a Dial to Control Their Daily Revenue.

An overcrowded park is a nightmare of long lines and frustrated guests who never return. An empty park is a financial disaster. We didn't just build a "booking system"; we engineered an intelligent yield management engine that gave them complete control over this balancing act. The system automatically optimizes park capacity in real-time across all sales channels—online, pre-booked, and walk-in—ensuring they never leave money on the table. This is a direct and powerful pull on the Turnover lever, allowing them to maximize profitability while guaranteeing a perfect guest experience, every single day.

We Turned Every Tour Operator in the City into Their Automated Sales Force.

Luna Park was an island, limited to selling tickets only through their own website. We didn't just build an integration; we plugged them directly into the city's entire tourism ecosystem. By creating a seamless, automated bridge to the Rezdy booking platform, we instantly put Luna Park tickets in front of thousands of new customers at the exact moment they were buying other tours and activities. This wasn't just a new feature; it was the creation of a powerful, zero-effort sales channel that systematically pulled the Turnover and Amount of Orders levers.