AusLeisure

Damning evidence at the Coronial inquest into the October 2016 fatalities on Dreamworld’s former Thunder River Rapids ride is causing “irretrievable" damage to the Gold Coast theme parks’ reputation.

Communications expert Alex Smith said the evidence presented at the inquest meant the company's "reputation was irretrievable".

Smith told the ABC "you can't manage reputation in the face of an avalanche of negatives.

"The reality of reputation management today is that no amount of spin can put a wrecked reputation back together."

Brand strategist Allan Bonsall from Brand Genetics agreed, if that kind of evidence was coming out so early there was very little chance of rebuilding the brand.

Bonsall advised “they never really got the numbers back after the incident.

"You would almost believe, the only way to get out of the bind they are in, is by selling and having a complete new group of people come in and make all the assurances and promises and then diligently deliver on them.

"The biggest problem with brand is trust … and the majority of it is to do with emotions.

"They had built that trust up and usually a company has to do some pretty dumb things to lose that trust.

"But Dreamworld is now in a position where its trust level is down to rock bottom and I do not see how they can recover from that."

The Australian Workers Union (AWU), which had been critical of Dreamworld's "culture of secrecy" said it hoped the findings would address the behaviours of Dreamworld management and the Regulator.

AWU acting Branch Secretary Steve Baker said union members had long been concerned about Dreamworld's approach to safety matters.

Baker advised “the AWU has taken a proactive role in pursuing these concerns about safety with Dreamworld management.

"A major concern has been a culture of secrecy in the behaviour of Dreamworld.

"Whenever the union sought documentation from Dreamworld regarding safety issues, these requests were refused.

"This meant the union had to pursue this information through other means including Right to Information processes."

The fatalities of four guests on the Thunder River Rapids ride led, in part, to industrial manslaughter laws being introduced by the Queensland Government. However, they are not retrospective.

The inquest continues. 

23rd June 2018 - VICTIMS’ FAMILY ‘DEVASTATED AND HORRIFIED’ BY EVIDENCE AT DREAMWORLD INQUEST 

22nd June 2018 - DREAMWORLD RIDE OPERATOR ‘DISTRESSED’ OVER INQUEST ROLE

21st June 2018 - INQUEST HEARS DREAMWORLD RIDE OPERATOR ‘PRESSURED’ NOT TO TALK TO POLICE AFTER FATALITIES

19th June 2018 - DREAMWORLD INQUEST HEARS THAT RIDE STAFF WERE TOLD NOT TO ‘WORRY ABOUT’ EMERGENCY STOP BUTTON

18th June 2018  - CORONIAL INQUEST BEGINS INTO 2016 DREAMWORLD FATALITIES

3rd April 2018 - VICTIMS OF DREAMWORLD RIDE ‘DIED ALMOST INSTANTLY’

16th October 2017 - QUEENSLAND PARLIAMENT PASSES INDUSTRIAL MANSLAUGHTER LAWS IN WAKE OF DREAMWORLD FATALITIES

29th September 2017 - GARY WEISS TAKES ON CHAIRMAN’S ROLE AT ARDENT LEISURE

14th September 2017 - DREAMWORLD TO REMOVE MOUNTAIN SURROUNDING ITS EUREKA MOUNTAIN MINE RIDE

27th August 2017 - DREAMWORLD TRAGEDY HIGHLIGHTS LEGAL DUTY OF CARE FOR THEME PARK GUESTS

14th August 2017 - SUMMIT LOOKS TO ENHANCE INDUSTRY COMMUNICATION, AWARDS RECOGNISE MARKETING EXCELLENCE

26th July 2017 - ARDENT LEISURE SHAREHOLDER ARIADNE CALLS FOR $25 MILLION IN NEW ATTRACTIONS AT DREAMWORLD

20th July 2017 - SUMMIT DELEGATES TO BE EQUIPPED WITH SKILLS TO COMMUNICATE IN A CRISIS

13th July 2017 - ENTRIES OPEN FOR SECOND LEISURE INDUSTRY COMMUNICATION AND MARKETING AWARDS

29th June 2017 - INDUSTRY SUMMIT TO EQUIP PROFESSIONALS WITH ESSENTIAL COMMUNICATION SKILLS 

4th April 2017 - ARDENT LEISURE CHIEF EXECUTIVE ‘APPEARED TO BE DUCKING FOR COVER’ FOLLOWING DREAMWORLD FATALITIES 

15th December 2011 - DREAMWORLD CELEBRATES 30TH BIRTHDAY 

29th October 2011 - PRICE WAR HITS REVENUE AT ARDENT ATTRACTIONS 

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