The Whitsundays Chamber welcomes the opportunity to provide comment on the Airlie Beach Ferris Wheel trial.
This submission reflects the views of the Chamber’s Board only. Individual members have been encouraged to make their own submissions directly to Council.
Chamber Board Position
The Board supports initiatives that align with the Chamber’s vision for a thriving, world-class Airlie Beach precinct. The intent to develop a year-round hospitality, entertainment, sport, and recreation offering is commendable and will add to Airlie Beach’s visitor and community experience.
The Board’s position is that land-based attractions in Airlie Beach are welcomed where they meet sound economic, environmental, social, and safety standards.
Request for Data and Transparency
The Chamber Board notes that limited data has been made publicly available regarding the commercial arrangements and viability, environmental impact, and public safety outcomes of the five-month trial.
Published visitation figures – amounting to approximately 350 people per day – appear inconsistent with observations made by local businesses and Chamber members. Further detail on visitation methodology, economic contribution, and operational outcomes would be valuable in informing future attraction assessments.
Data on environmental impact, grounds usage and maintenance, light pollution, and its effects on local wildlife would also strengthen our evaluation.
Observations on the Ferris Wheel Trial
Specifically, regarding the Ferris Wheel trial, the Board notes:
- Land-based attractions can add vibrancy; however, visual cohesion with the surrounding environment is critical. The Ferris Wheel and future attractions may present a “carnival-style” aesthetic that would be inconsistent with the strategic visual identity of the Airlie Beach foreshore.
- The overall appearance of the Ferris Wheel lacked the contemporary quality expected of a feature attraction in a world-class destination. The operational setup appeared temporary and would have benefited from higher-quality installation and cleaner integration with nearby public spaces.
- Access and parking arrangements presented challenges that should be addressed in any future installations.
Establishing a Framework for Future Attractions
The Ferris Wheel trial sets an important precedent. The Chamber Board calls for the development of clear assessment criteria – in consultation with local traders, stakeholders, and the community – to guide future attraction proposals.
Key considerations should include:
- Strategic Alignment: Attractions must align with the Airlie Beach Masterplan and the region’s positioning as a Naturally Iconic, world-class destination. Design quality should promote a premium and cohesive visual experience that enhances the foreshore’s appeal.
- Economic Measures: Transparent leasing arrangements and a reasonable return on investment for commercial operators using ratepayer-funded land.
- Social Value: Community return on expectation, accessibility, and integration into public spaces. Proximity to parking should be a prerequisite before approval.
- Environmental Standards: Use of environmentally responsible technologies to reduce light pollution and electricity usage. Planning for power supply and outage management must be incorporated.
- Safety: Public safety must be assured both during operations and downtime, with mitigation of trip hazards, climbing risks, and structural vulnerabilities.
Alternative Locations
The Chamber Board recommends that any future attraction trials explore alternative locations –such as areas closer to the Whitsunday Sailing Club – to allow comparison of visitor engagement, parking access, and amenity outcomes.
We appreciate the opportunity to contribute to this consultation. We welcome continued collaboration with Council to ensure future attractions complement the region’s long-term vision and deliver benefits for both residents and visitors.
Chamber welcomes Council’s decision to reopen Proserpine RV Rest Stop