In 2026, the UNESCO added Vienna’s Wurstelprater culture to the National Inventory of Intangible Cultural Heritage. For 260 years, the Prater’s family businesses have kept that culture alive and passed it on from generation to generation. treat.agency built the new digital hub for the Wiener Praterverband, the association that has represented these businesses since 1909. The webshop for the Pratercard, the Prater’s prepaid card for cashless payment at rides and restaurants, used to have a site of its own and now lives in the hub as well.
The Prater has no gates, no single owner and no fixed timetable. It is made up of its businesses, most of them family run, each with its own rides, its own menu and its own opening hours. The new hub makes that variety easy to navigate without flattening it. Every business gets its own detail page. Visitors can browse attractions for thrill seekers, families or kids and use a slider to set how wild the ride should be. They can also see at a glance where the Pratercard is accepted and what is open right now, in a list or directly on the map.
Opening hours in the Prater depend on weather, season and crowds. Instead of reporting every change to a central office, operators now manage their flexible opening times themselves in their own dashboard. For the Pratercard, we integrated the payment system for buying the card online, plus the area where visitors manage and top up their cards. Everything is built to WCAG level AA, so the Prater stays open to everyone online as well.
After 260 years, that heritage now has a main entrance online.
