Herschend Family Entertainment has entered a bold new chapter in 2025. With major acquisitions, targeted divestitures, and carefully planned upgrades to its parks, the company is reshaping the U.S. theme park landscape. Known for blending thrilling attractions with heartfelt hospitality, Herschend is building a larger, more connected entertainment empire while preserving the local character of each park it owns.
Within the first half of 2025, the company finalized a landmark acquisition that brought nearly two dozen new attractions under its wing. This move cements Herschend’s status as one of the most influential privately held entertainment companies in the country, managing destinations that draw millions of families each year.
A Strategic Acquisition That Changes the Game
In March 2025, Herschend Family Entertainment signed an agreement to acquire all U.S. attractions owned by Palace Entertainment, a subsidiary of Parques Reunidos. By May, the deal officially closed, adding 24 properties to Herschend’s growing portfolio. With this acquisition, Herschend now operates 49 attractions across ten states, spanning amusement parks, water parks, family entertainment centers, campgrounds, and hotels.
The acquisition was financed through a $1.1 billion leveraged loan and a combination of internal capital. This strategic move is more than a simple expansion — it’s a calculated effort to scale while staying true to the company’s family-centered values.
The newly acquired attractions include some of the country’s most beloved regional parks:
- Kennywood (Pennsylvania) – a historic amusement park with iconic rides like the Thunderbolt roller coaster.
- Lake Compounce (Connecticut) – the oldest continuously operating amusement park in the United States.
- Dutch Wonderland (Pennsylvania) – a family-oriented park beloved for its whimsical castle entrance and gentle rides.
- Several Raging Waters water parks and other family entertainment centers nationwide.
These properties bring not just rides and real estate, but deeply rooted community traditions. Herschend’s leadership has emphasized its intention to preserve each park’s unique identity while enhancing guest experiences through shared operational excellence.
Why Herschend’s Growth Strategy Stands Out
Unlike publicly traded theme park companies that chase quarterly earnings, Herschend Family Entertainment remains privately owned. This gives it the flexibility to focus on long-term growth, guest satisfaction, and sustainable investments rather than short-term financial results.
The Palace Entertainment acquisition fits this model. Instead of absorbing parks into a rigid corporate structure, Herschend plans a gradual, thoughtful integration:
- Training programs to align staff—called “hosts” in Herschend culture—with the company’s values of hospitality and service.
- Technology upgrades to unify ticketing, guest services, and operations without losing local charm.
- Capital improvements targeted at parks that have historically underperformed due to underinvestment, ensuring each location thrives within its community.
Herschend has also strategically pruned its new portfolio, selling Raging Waters Los Angeles, Castle Park in Riverside, and Wet ’n Wild Emerald Pointe to Lucky Strike Entertainment. By focusing on the parks that best align with its operational strengths, the company ensures resources are spent where they can make the biggest impact.
The Heart Behind the Business
Herschend Family Entertainment isn’t a faceless corporation. Founded in 1950 with the development of Marvel Cave in Branson, Missouri, the company has grown steadily through family ownership and a values-driven mission. Its slogan, “Creating Memories Worth Repeating®,” guides everything from guest interactions to park design.
At the core of Herschend’s culture is “Heartspitality” — a blend of heart and hospitality that emphasizes kindness, service, and storytelling. Every park under the Herschend umbrella is encouraged to reflect these values, whether through themed attractions, live entertainment, or special guest experiences.
This people-first philosophy is what differentiates Herschend from competitors like Six Flags or Cedar Fair. While thrill rides matter, the company’s focus is on connection — both with guests and communities.
Spotlight on Key Parks and Attractions
While the Palace acquisition captures headlines, the real story of Herschend Family Entertainment lies in what’s happening inside the parks themselves. Across its portfolio, 2025 has been a year of revitalization, expansion, and renewed energy.
Dollywood: The Crown Jewel
Dollywood in Pigeon Forge, Tennessee, remains Herschend’s flagship attraction and a cornerstone of its brand. Co-owned with Dolly Parton, this park blends Appalachian heritage with world-class attractions.
In 2025, Dollywood continues its multiyear expansion strategy, focusing on new guest experiences and seasonal events. The park’s commitment to storytelling, music, and immersive design remains unmatched in the regional theme park industry.
Leadership changes this year will shape Dollywood’s future. Dolly Parton’s longtime business advisor, Ted Miller, is set to retire at the end of 2025. Jeff Conyers will assume a new liaison role, ensuring Dolly’s vision remains deeply connected to the park and its sister ventures.
Silver Dollar City: A Nostalgic Treasure
Located in Branson, Missouri, Silver Dollar City embodies Herschend’s roots. Known for its 1880s theme, artisan crafts, and family-friendly attractions, the park attracts guests seeking a mix of nostalgia and adventure.
Recent upgrades include infrastructure improvements to handle larger crowds, expanded festival programming, and enhancements to key rides. Silver Dollar City continues to be a major tourism driver in the Ozarks region.
Wild Adventures: Expanding for Families
In Valdosta, Georgia, Wild Adventures is experiencing one of its biggest transformations yet. The new Water’s Edge expansion is debuting this season, introducing:
- Three family-friendly rides
- New animal habitats integrated into themed zones
- Enhanced dining options with local flavors
- A dedicated sensory Quiet Room for guests who need a calming environment
These changes align perfectly with Herschend’s family-first philosophy, balancing thrills with accessible experiences for guests of all ages.
Kentucky Kingdom: A New Family Zone
Kentucky Kingdom in Louisville has unveiled Discovery Meadow, a fresh family zone designed to bring new life to the park. It features reimagined attractions, interactive play spaces, and additional shaded areas — responding directly to guest feedback about comfort and family inclusivity.
Herschend is investing steadily in this park, signaling confidence in Kentucky’s tourism growth and the park’s potential as a regional destination.
Dutch Wonderland and Lake Compounce: Historic Icons Meet Modern Strategy
Dutch Wonderland and Lake Compounce bring a rich legacy to the Herschend family. Lake Compounce, America’s oldest amusement park, offers a unique blend of classic rides and scenic charm. Dutch Wonderland continues to delight families with its gentle attractions and storybook atmosphere.
Under Herschend’s leadership, these parks are expected to see renewed investment in guest amenities, operational upgrades, and entertainment offerings while preserving their cherished identities.
Entertainment and Events: A Core Differentiator
Herschend Family Entertainment doesn’t rely solely on rides. Live entertainment plays a central role in its parks’ success. In 2025, Wild Adventures is hosting a major concert series featuring legendary acts such as Willie Nelson & Family, 38 Special, The Marshall Tucker Band, CeCe Winans, Walker Hayes, and Chris Tomlin.
These concerts not only boost attendance but reinforce the company’s dedication to cultural experiences that resonate with families.
Leadership Transitions and the Road Ahead
Behind the scenes, leadership transitions are quietly shaping the future. The retirement of Ted Miller, Dolly Parton’s trusted advisor, marks a generational shift. Herschend’s management team is evolving to handle the complexities of a larger portfolio while retaining the soul of a family-run business.
Key priorities for the years ahead include:
- Integration Excellence: Ensuring smooth cultural and operational integration across the 49 attractions.
- Guest Experience Consistency: Maintaining high standards of safety, service, and storytelling across diverse properties.
- Targeted Investment: Reinvesting in infrastructure, rides, and entertainment where it drives the most impact.
- Brand Harmony: Balancing local park identity with overarching Herschend values and marketing strategies.
A New Era for American Family Entertainment
Herschend Family Entertainment is not just growing; it’s evolving. By combining strategic acquisitions with thoughtful park improvements and leadership renewal, the company is positioning itself for long-term success.
Its portfolio now includes historic icons, modern thrill parks, and immersive family destinations — all united by a shared philosophy of hospitality and storytelling. If executed well, this expansion could mark the rise of a uniquely American entertainment giant that blends business acumen with genuine heart.
The journey ahead promises excitement, innovation, and plenty of unforgettable memories. Share your thoughts below — which Herschend park are you most excited to visit next?