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On our holidays last week we visited two iconic tourist attractions on the Sunshine Coast – The Big Pineapple and the Buderim Ginger Factory. Both have been around for about as long as each other. Both promote a particular food product (pineapples and ginger). Both have very similar offerings – a tourist shop, guided tour to learn how the food product is grown and processed, train rides, mechanical rides and restaurants. Yet the experiences could not be more extreme.

The Big Pineapple is a massive fibreglass pineapple that you can walk through. It is heritage listed as it is such a part of the Qld psyche. In its heyday you had to queue for ages to fork over large sums of money to taste one of their famous pineapple boats (parfaits). There were train rides through the pineapple plantation, rides in cute macadamia nutmobiles through the macadamia nut grove, boat ride through the future of food, and an animal nursery. While most of these attractions are still there is an air of dank decay around the place.

When we got into the car, I asked my teenager to describe what she saw:

• One of the attractions had obviously been affected by a storm a long while back – all the canvas was in shreds and the attraction closed (this was the first thing you saw when you drove into the carpark).
• The outdoor toilets were sealed off (and by the look of the cobwebs had been so for a long time), with portaloos the only options. The indoor toilets only had one soap dispenser – the rest had been ripped from the walls. The floor and wall tiles were cracked and only about 1/3 of the toilets were not blocked off.
• The carpark was full of potholes and untended gardens.
• The entrance was blocked – and although it was free to enter, you had to give your details to the overworked lady at the front who would try to sell tours to you. Most people gave up and just pushed the gates open themselves and went around her.
• Tours were relatively expensive and didn’t explain what you would get for the money.
• The tourist shop was full of cheap trinkets – the same as you would see at any Dollar store. There was very little unique or different. After much searching we finally spotted a few lonely pineapples (with fruit fly buzzing around them).
• The restaurant functioned (sort of). It was massive, it echoed and guests were few and far between. Parfaits were still on sale at very high prices.
• The staff wore dirty uniforms, were frazzled and didn’t know what they were doing. They were obviously not enjoying their jobs.

I asked my teen to put into a few words her experience. “Sad. The place looks uncared for, unloved and the staff obviously have taken that feeling to heart in how they treat their customers”. Her prediction “closed within 6-12 months maximum”

It was no surprise to hear later on that it was in receivership. They took what worked many years ago and then didn’t keep pace with the changes.

The Buderim Ginger Factory was a totally different experience. Again in the words of my teen.

• The carpark was neat, clean and well signposted.
• The gardens were amazing – full of flowering ginger plants.
• The opening was wide and welcoming.
• The tour desk was clearly visible – with no hard sell. Tours were clearly explained.
• Staff were warm, welcoming and efficient (and with neat uniforms).
• The guided tour was informative and ended with a tasting of products and with ideas on how to use and combine the foods into recipes.
• The Cookery School was amazing. Michelin rated chef teaching people how to cook (with ginger of course).
• Lots to keep smaller kids interested with kids tours and Gingerbread people.
• Lots of food options – from home made ice-cream store, to sweets & meals.
• Immaculate toilets.
• Store had a massive range of ginger (and honey) related products as well as the best cooking equipment range outside of Brisbane.

I personally was fascinated by how the Ginger Factory had seen the trend for the fascination for cooking and had positioned themselves to capitalise on this through their cooking school, product ranges and teaching people how to use their products in their cooking. They held regular events with guest speakers and chefs to draw people back time and again. They also had gardening experts showing the beauty of the ginger plants (and selling many ginger plants in the process).

This place was buzzing – with locals and tourists rubbing shoulders into what has become a real hub for the community. Her prediction “Will expand. I can see it going on TV on gardening and cooking shows”.

The difference? The Ginger Factory was all about the future – teaching people to buy and use their products way into the future. Yes, there was a great experience in the “now”, but the seeds were planted for future purchases.

The Big Pineapple was all about the past – We used to be good. We are an icon. People “should” come. Experiences were also only focussed on the present moment. There was no recurring income. No way people could take a bit of the pineapple with them.

So, why did I ask my teen to describe what she had seen? Just to show it is really easy for anyone to pick up which businesses are working and which ones are in trouble. The things she looked for were the same things that all customers look for:

• staff who care and know what they are on about,
• clean and well maintained facilities,
• sense of community,
• help to know how to get the most out of your product or service and
• a unique experience.

Many businesses could do with a teenager to look through their business and tell them what they see.

Until next time

Ingrid Cliff

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Heart Harmony – Freelance Copywriter