Calothamnus oldfieldii Endemic
There are fair number of the Calothamnus genus which have scarlet flowers protruding from spiky looking leaves. This makes identification a bit tricky. This one certainly looks like many of the photographs I've found, and according to Florabase it is in the right place too. But if a Calothamnus expert out there thinks this is a wrong id then please contact me. A mistaken identity here wouldn't be a surprise.
This species has a rather restricted geographical range. There's an outlier record at Shark Bay but most sites are around Kalbarri the town, and Kalbarri National Park and slightly south and east of the National Park boundaries.