Rainbow's End

New Zealand’s premier theme park, Rainbow’s End, has been experiencing high growth and had made several major investments to their attractions, infrastructure, and brand.

The park’s next step was to reflect these key enhancements at the entryway and in their retail offering.  

The company approached RCG to provide a built solution that puts their customer’s experience first.

We began by conducting market research and benchmarking findings against top international theme parks. Using these insights, we worked closely with our client and their brand agency to align Rainbow’s End’s retail facilities with their visitor needs. This included consolidating the park's retail, and recommending a revised merchandise mix and retail sales goal. The new retail hub at the gateway is now a key brand touch point for visitors as they enter and exit; a place of orientation as well as rest and reflection.

The entrance statement articulates the improved Rainbow’s End offer. Exciting and playful, the ‘Pillars of Colour’ boldly connect with visitors as they arrive. While the sales area, with its added ticket booths and laneways, maximises visitor convenience and satisfaction.

The works are underway and divided into 3 stages:

•   Retail hub, cafe and initial ticket booth (complete)
•   All ticket booths and the concourse canopy (complete)
•   Entry statement "Pillars of Colour" install (complete)

Share Project: 
Retail Consulting
© RCG Ltd 2012
The views expressed on this website do not necessarily represent the views of RCG Limited or its directors and is intended for guidance only. RCG Ltd accepts no responsibility for parties acting on the material within, or for any omissions and errors. This website is owned by RCG Ltd, you may not reproduce, publish or transmit the articles published on this website in any manner without the prior written consent of RCG Ltd. | RCG Limited, registered architects with the NZRAB since 1989 | RCG Realty Ltd, licensed under the Real Estate Agents Act 2008