ABSTRACT
The subject of this case history is the Big Banana, located just north of Coffs Harbour, a provincial city on Australia's east coast. During the past thirty years, at different times two kinds of business have been conducted at the site, under the same name. The first, commenced in 1965, can be described as a simple road-side attraction. It was a successful business. The second, launched in 1989, was an extension of the first. It can be described as a horticultural theme park. The development was a mistake, and led to a $30 million loss.
