AJ Hackett Bungy has revealed plans for a $1.5 million-plus multiperson zipline adventure ride from its Kawarau Gorge headquarters, which the company hopes will be running before next year's Rugby World Cup.
Chief executive Michelle Trapski said the Kawarau Zipride - and a new $40,000 all-age bungy trampoline - aimed to increase spectator participation for "adventurous at heart" visitors at the Kawarau River bridge centre.
Visitor numbers had remained static at 350,000 for the past few years, and a company survey had shown only 10% of spectators actually did a bungy jump.
The aim was to hook so-called "active considerers" with rides that were "by no means terrifying".
The gentler rides would appeal more to the emerging Asian tourism market, older visitors and families, she said.
"Understanding the dynamics and needs of our customers is something we see as critical to our ongoing sustainability," Mrs Trapski said.
Four 150m-long ziplines would take up to eight people in a three-minute cycle from the Kawarau Bungy Centre launch zone down to the south bank of the river.
Riders would then be returned to the top via chairlift.
The 60kmh ride will cost about $60 and is targeted at time-strapped conference, incentive and team-building groups.
Mrs Trapski said a resource consent application for the zip ride would be filed today, with the aim of launching in winter next year.
The consent approval process for the bungy trampoline was in the final stages and it was hoped it would be operational in the new year, she said.
