THE Urban Development Corporation (UDC) has invested $122.5 million to add another tier of excitement to Dunn’s River Falls and Park — Central Gardens.

What was once a customer parking lot has been transformed into a cluster of three lush gardens with a waterslide and splash pad as its central features. Interspersed throughout the area are 12 wood-overlaid kiosks which add a rustic aura to the space and will serve as commercial outlets for Dunn’s River-branded merchandise, a photo shop, ice cream, pizza, and other commodities.

“Everywhere you go in the world people talk about wanting to come to Dunn’s River, so we are giving them something else to talk about. We encourage everyone to visit and to have a sense of pride and joy in the memory created,” UDC general manager Dr Damian Graham, said while speaking at the official opening last month.

Graham explained that the rationale for the design came out of feedback from customers. He said an analysis of the market segmentation indicated a need to offer more, particularly for the benefit of children and physically challenged people who are sometimes not able to climb the entire falls, but desire to participate more.

In welcoming the development, mayor of St Ann, Councillor Michael Belnavis, said: “It’s really a tremendous feat and a tremendous economic opportunity for St Ann. We are looking at 800,000 visitors annually, and we anticipate that this central gardens will take us over that million mark, which has been elusive for so long.”

According to the UDC, the new feature represents a continuation of its commitment to the continuous development of the attraction.

Other major upgrades over the years include the introduction of an electronic ticket management system, as well as the construction of a jetty to facilitate arrivals by boat. A ticket office and entry courtyard have also been put in place, UDC said, to foster an enhanced entrance experience for guests. A larger bus and car park has been built to accommodate the increasing numbers of visitors, along with an administrative office and staff and nurses’ facilities.

“We are indeed committed to surpassing the customers’ expectations and experience at this world-famous attraction through continuous product improvement, innovation, value-added services, and bold marketing initiatives,” Graham said.

The attraction comprises over 600 feet of cascading waterfalls along with an adjacent white sand beach. It provides the unique opportunity for adventure seekers to climb the full extent of the falls, and as such is ranked among the “must do” activities for visitors and residents alike. The attraction is a double World Travel Award winner and has received Trip Advisor’s Certificate of Excellence for the last two consecutive years.

The park is open to the public daily from 8:30 am to 4:00 pm and from 7:00 am to 4:00 pm on cruise ship days. The entry rate for non-residents is US$20 for people aged 12 years and over, and US$12 for children ages 3-11 years. Corresponding rates for residents with supporting IDs are $600 and $300 .