The pitch I heard is that it would be a HUGE multi-attraction "pavilion" styled of course to the Chocolate Factory itself surrounded by a small British village. There would be The Chocolate River Ferry, Fizzy Lifting Drink Lab, and the Glass Elevator.
Concerning the IP itself, the book is a retelling of Dante's Inferno. Showing the vices of "man" through children. Wonka represents both Virgil and The Ferryman.