Luna Park Melbourne is a historic amusement park located on the foreshore of Port Phillip Bay in St Kilda, Melbourne, Victoria. It opened on 13 December 1912, with a formal opening a week later, and has been operating almost continuously ever since. History Luna Park was built by American showman J.D. Williams, together with the Phillips brothers Harold, Leon and Herman. Not much is known of their background, but they were involved in the building of picture theatres in Spokane, Washington and Vancouver before coming to Sydney in 1909 and quickly establishing a chain of luxury cinemas in that city and then Melbourne. They then took the lease of the Dreamland site, a failed amusement park on the St Kilda foreshore, and reputedly brought out experts directly from the birthplace of the amusement park, Coney Island in New York, to build an up to date attraction. It was to be named Luna Park, perhaps after the first park of that name, the 1903 Luna Park on Coney Island, or Luna Park, Seattle, opened in 1906. Melbourne's Luna Park opened on 13 December 1912, to huge crowds and was an immediate success. It is not clear exactly who designed the famous mouth entrance; T.S. Eslick is credited with the design of the park in the opening day brochure, and as the 'engineer-in-chief' in contemporary newspaper reports, while Vernon Churchill was described as the scenic artist "in whose fertile brain the various attractions have been arranged". In the years before World War I, the park was a great success, with attractions such as the Scenic Railway, Palais de Folies (later Giggle Palace), River Caves of the World, Penny Arcade, a Whitney Bros 'while-u-wait' photo booth, the American Bowl Slide, as well as live performances in the Palace of Illusions and on a permanent high-wire. Williams returned to the US around 1913, and helped found First National Films which subsequently became Warner Brothers. The Phillips brothers stayed on and ran the park until their deaths in the 1950s. Luna Park closed for the war, although the Scenic Railway continued to operate, and the park itself was still used for "patriotic or fund-raising events". It did not re-open until an extensive overhaul in 1923 added new and improved attractions, such as the Big Dipper roller coaster, a water chute, a Noah's Ark, and a four-row carousel made in 1913 by the Philadelphia Toboggan Company