Adventureland

Adventureland is a regional amusement park and resort in Altoona, Iowa, northeast of Des Moines. It combines roller coasters, family rides, children's attractions, water-play facilities, games, food service, seasonal entertainment and resort lodging. The park is marketed as the home of Iowa's best thrills and serves primarily Iowa and neighboring Midwestern markets. The concept originated with Des Moines businessman Jack Krantz, who began developing the idea around 1970 after visiting Disneyland with his family. A roadside fiberglass pig near Manly, Iowa, helped inspire the park's original Petunia Pig character and one of its enduring visual symbols. Krantz organized Iowa business leaders through Adventure Lands of America, Inc. and proposed a large educational and recreational complex that would include a theme park, motel, convention facilities and campground. Construction began in 1973 on land formerly associated with a small airport. A tornado caused minor damage before the planned 1974 opening, and the park's first full season followed in 1975. Adventureland expanded incrementally from a locally oriented theme park into one of Iowa's best-known tourist attractions. Its themed areas include Main Street, Outlaw Gulch, County Fair, Alpine Village, Iowa Farm, Dragon Island, The Boulevard, Adventure Bay and Bernie's Barnyard. Its attraction portfolio has included major wooden and steel roller coasters, a large Ferris wheel, water rides, spinning and family rides, a train, live entertainment and children's play areas. The park has also used historical and regional themes, including Iowa agriculture, Western imagery, German-inspired décor and the park's own characters and traditions. Major investments have included the expansion of the adjoining hotel and water facilities in 2002, the addition of Storm Chaser in 2014, the launch of The Monster in 2016, Bernie's Barnyard in 2018, Phoenix in 2019 and Dragon Slayer in 2021. The Monster was notable as a Gerstlauer Infinity coaster and was promoted as the first coaster of its type in the United States. Phoenix became the park's sixth roller coaster at opening, while Dragon Slayer replaced the former Dragon coaster. The park experienced several setbacks and rebuilding projects. A February 2010 fire destroyed a portion of Main Street after an ice- and snow-related roof collapse led to an electrical fire. No injuries were reported, and the park reopened for the 2010 season while reconstruction proceeded. Main Street was substantially rebuilt for the 2011 season. A separate electrical fire destroyed the Rally Round corn-dog stand in December 2011, after which a larger food venue was planned for the site. Ownership changed after more than five decades associated with the Krantz family and Adventure Lands of America. Palace Entertainment announced its acquisition of Adventureland in December 2021, and the park's 2022 season marked the beginning of the new ownership era. Palace added attractions, expanded seasonal programming and introduced Phantom Fall Fest, a Halloween event with haunted mazes and scare zones. In 2023, the Viking-themed Flying Viking and Draken Falls opened. Adventureland celebrated its 50th anniversary in 2024 with historical exhibits, decade-themed entertainment, a gold repaint of Petunia Pig, new dining, a reimagined Underground experience and its first drone shows. Herschend announced an agreement to acquire Palace Entertainment's United States properties in March 2025 and completed the acquisition on May 27, 2025. Adventureland therefore became part of Herschend's privately held portfolio of attraction and entertainment businesses. Its current identity remains that of a seasonal, destination-oriented Midwestern amusement resort, with a strong emphasis on rides, family recreation, regional tourism and nostalgia.

Adventureland's origins trace to Jack Krantz, a Des Moines businessman who conceived a Disneyland-inspired attraction for Iowa around 1970. His early idea was connected to a pig-shaped roadside snack stand, inspired by a fiberglass pig near Manly, Iowa. The concept expanded into a much larger recreational development, and Krantz formed Adventure Lands of America, Inc. with Iowa business leaders to pursue the project. In 1971, Krantz publicly described plans for a roughly 160-acre complex containing a theme park, lodging, convention facilities and a campground. The proposed park was organized around several broad concepts, including a Main Street commercial area, adventure attractions, children's entertainment and exhibits reflecting Iowa manufacturing and development. Construction began in 1973 on land that had previously been used as a small airport and later for agriculture. The planned 1974 opening was delayed after a tornado caused light damage. Adventureland began its first full season in 1975, and the attraction base grew rapidly. Several rides were added during that first season, followed by the wooden Tornado roller coaster in 1978. Tornado's name commemorated the storm that had delayed the park's opening and later became one of its signature attractions. The park continued to add themed areas and rides during the 1980s, 1990s and early 2000s. Dragon Island developed near the rear of the property after Adventureland acquired attractions associated with the former Riverview Park in Des Moines. The area was renamed when the Dragon roller coaster opened in 1990. In 2002, an approximately $8 million resort project nearly doubled the size of the hotel, added a second courtyard, expanded pools and interactive water features, and introduced the Saw Mill Splash water ride. Adventure Bay and the Kokomo Kove water-play area were added in 2008. Following Jack Krantz's death in October 2006, his children assumed operational responsibility. The park remained a family-linked business while continuing to refresh its ride and entertainment portfolio. Storm Chaser, a Mondial WindSeeker-style tower ride, was announced in 2013 and replaced the aging Silly Silo. The Monster, a Gerstlauer Infinity coaster, was announced in 2015 and opened in 2016. It replaced the River Rapids log ride and added a prominent nighttime lighting system. Bernie's Barnyard opened in 2018 as a children's area, replacing the former Country Picnic area. Phoenix, a Maurer spinning coaster, opened in 2019 in place of the Inverter. Adventureland also faced significant physical damage. In February 2010, the roof of a Main Street toy store collapsed under ice and snow, causing an electrical fire that destroyed several neighboring Main Street businesses and entertainment spaces. No one was injured and nearby rides were not damaged. The park opened for the 2010 season with the affected area cleared and fenced, while reconstruction took place. Main Street reopened in rebuilt form in 2011 with a larger arcade and a smaller bingo hall. Later that year, an electrical transformer was identified as the cause of a fire that destroyed the Rally Round corn-dog stand. In 2020, the park removed the Dragon coaster and the Splash Over attraction. The Dragon Slayer coaster opened in 2021 and replaced Dragon. That same year, Adventureland announced plans to remove several older attractions, including Lighthouse, Lady Luck and Falling Star, alongside a broader program of new attractions. A proposed Renaissance Fair was ultimately abandoned. Palace Entertainment's acquisition was announced in December 2021. During the 2022 season, the park presented new attractions under Palace ownership and introduced Phantom Fall Fest, a Halloween event with haunted attractions and scare zones. In 2023, Flying Viking and Draken Falls brought a Viking theme to two new rides. The 2024 season focused heavily on institutional memory and anniversary programming. Adventureland displayed historic photographs and artifacts, repainted Petunia Pig gold, created the Falling Star Lounge using signage and imagery from the former ride, and presented the Festival of Decades. The Underground attraction received upgraded animatronics, effects and story elements. The park also staged drone shows after a planned fireworks program faced objections from neighboring Prairie Meadows, and the American Coaster Enthusiasts organization recognized Tornado as a Roller Coaster Landmark during its Preservation Con event. In March 2025, Herschend announced an agreement to acquire Palace Entertainment's United States assets from Parques Reunidos. The transaction closed on May 27, 2025, making Herschend Adventureland's owner. The park continues to operate as a seasonal amusement resort in Altoona, serving the Iowa and broader Midwestern leisure market.

1. 2025Herschend acquisition completed

   Herschend completed its purchase of Palace Entertainment's United States properties.

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2. 202450th-anniversary season

   The park marked five decades with exhibits, entertainment, dining and historical tributes.

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3. 2023Viking-themed rides open

   Flying Viking and Draken Falls opened for the 2023 season.

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4. 2021Dragon Slayer opens

   Dragon Slayer opened after the removal of the former Dragon coaster.

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5. 2021Palace Entertainment acquisition announced

   Palace Entertainment announced its acquisition of Adventureland.

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6. 2019Phoenix opens

   The Maurer spinning coaster Phoenix opened as the park's sixth roller coaster.

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7. 2018Bernie's Barnyard opens

   A new children's area replaced the former Country Picnic area.

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8. 2016The Monster opens

   The Gerstlauer Infinity coaster opened as a major new thrill attraction.

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9. 2014Storm Chaser opens

   The park introduced Storm Chaser, replacing the aging Silly Silo.

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10. 2011Main Street rebuilt

    Reconstructed Main Street reopened with an enlarged arcade and other changes.

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11. 2010Main Street fire

    A fire destroyed a section of Main Street after a roof collapse and electrical failure.

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12. 2002Resort and water-ride expansion

    The hotel was substantially expanded and Saw Mill Splash was added.

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13. 1978Tornado opens

    The park added its major wooden roller coaster, Tornado.

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14. 1975First full operating season

    Adventureland began its first complete season after a storm delayed the planned 1974 opening.

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15. 1973Construction begins

    Construction started on a former small-airport site in Altoona.

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16. 1971Adventure Land plans announced

    Krantz announced plans for a large educational and recreational complex in the Des Moines area.

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17. 1970Theme park concept developed

    Jack Krantz began developing the idea for a Disneyland-style theme park in Iowa.

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A regional, family-oriented amusement resort offering major thrill rides, themed environments, water attractions and seasonal events for visitors from Iowa and the wider Midwest.

• The MonsterRoller coaster2016

  The Monster is a Gerstlauer Infinity roller coaster that opened in 2016. It replaced the River Rapids log ride and was promoted as the first coaster of its kind in the United States. Its presentation includes a synchronized nighttime lighting installation using track-mounted and ground fixtures.

• TornadoWooden roller coaster1978

  Tornado is Adventureland's landmark wooden roller coaster, added in 1978 and named in reference to the storm that delayed the park's opening. It is located in the County Fair area and was recognized as a Roller Coaster Landmark by American Coaster Enthusiasts in 2024.

• PhoenixSpinning roller coaster2019

  Phoenix is a Maurer spinning coaster introduced in 2019. It replaced the Inverter and became the park's sixth roller coaster. The ride's rotating vehicles create a different orientation and ride experience for each train of passengers.

• Dragon SlayerRoller coaster2021

  Dragon Slayer opened in 2021 after Adventureland removed the former Dragon coaster during the 2020 season. The attraction was introduced through a dragon-slaying promotional theme and occupies the park's Dragon Island area.

• UndergroundEnclosed wooden roller coaster

  Underground is an enclosed wooden roller coaster with a mine-themed setting and story. For the 2024 season, Adventureland upgraded its animatronics, special effects, entry portal and narrative presentation while retaining the attraction's mining motif.

• Adventure BayWater attraction area2008

  Adventure Bay is a water-oriented area added in 2008 behind Outlaw Gulch. It includes Kokomo Kove, a water-play facility designed primarily for family and younger visitors.

• Bernie's BarnyardChildren's area2018

  Bernie's Barnyard opened in 2018 as a children's area replacing Country Picnic. It includes a playground, toddler play space, arcade games, shaded seating, a gift shop, food service and the Junior Jockeys ride.

• Phantom Fall FestSeasonal Halloween event2022

  Phantom Fall Fest is Adventureland's Halloween program, introduced in 2022. It uses haunted mazes and scare zones to extend the operating season and offers selected attractions through a seasonal horror-entertainment format.

• 2024Adventureland 50th Anniversary

  United States · Iowa · Midwestern United States

  The anniversary program used historical exhibits, archival photographs, period tributes, decade-themed performances, commemorative coins, a gold-painted Petunia Pig and the Falling Star Lounge to connect current visitors with the park's history.

  Outcome. The campaign served as the park's principal 2024 season theme and supported a broad nostalgia-focused program.

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• 2024Festival of Decades

  United States · Iowa

  A 50th-anniversary entertainment series presented tribute bands and decade-based programming during July.

  Outcome. The program became one of the major recurring entertainment components of the anniversary season.

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• 2024First Adventureland drone shows

  United States · Iowa

  Adventureland replaced a planned recurring fireworks program with three drone shows after neighboring Prairie Meadows protested the fireworks proposal before the Altoona City Council.

  Outcome. The August 16–18 shows were presented as the largest event of their type in Iowa at the time, according to the reference material.

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• 2025Join HerschendM&A

  Herschend agreed to acquire Palace Entertainment's United States properties from Parques Reunidos.

  What changed. The acquisition was completed on May 27, 2025.

  Aftermath. Adventureland became part of Herschend's private attraction and entertainment portfolio.

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• 2024Reimagine UndergroundGeneration change

  Adventureland used its anniversary season to refresh a long-running signature attraction.

  What changed. The park upgraded Underground's animatronics, special effects, storyline, entrance portal and visual identity.

  Aftermath. The attraction retained its enclosed mine-themed format while receiving a more contemporary presentation.

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• 2023Add Flying Viking and Draken FallsProduct launch

  Palace Entertainment announced two Viking-themed attractions for the 2023 season.

  What changed. Flying Viking and Draken Falls opened on June 24, 2023.

  Aftermath. The rides expanded the park's family and water-oriented attraction mix.

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• 2022Launch Phantom Fall FestProduct launch

  Under Palace Entertainment, Adventureland sought to extend its seasonal operating calendar with Halloween programming.

  What changed. The park introduced Phantom Fall Fest with haunted mazes and scare zones.

  Aftermath. The Halloween event became an additional seasonal product alongside normal amusement-park operations.

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• 2021Open Dragon SlayerProduct launch

  The former Dragon coaster was dismantled during the 2020 season.

  What changed. Adventureland introduced Dragon Slayer as a replacement attraction in the Dragon Island area.

  Aftermath. The new coaster maintained the area's dragon-themed identity while replacing the older ride.

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• 2021Sell the park to Palace EntertainmentM&A

  After decades under ownership associated with the Krantz family and Adventure Lands of America, a strategic ownership transition was announced.

  What changed. Palace Entertainment acquired Adventureland in December 2021.

  Aftermath. Palace introduced new attractions and seasonal programming beginning with the 2022 season.

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• 2019Add PhoenixProduct launch

  The park announced a new spinning coaster to replace the Inverter.

  What changed. Phoenix, a Maurer spinning coaster, opened on July 4, 2019.

  Aftermath. Phoenix became the park's sixth roller coaster and one of its largest ride investments.

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• 2016Open The MonsterProduct launch

  Adventureland sought a major new roller coaster after operating the River Rapids log ride for many years.

  What changed. The park opened The Monster, a Gerstlauer Infinity coaster, and added a coordinated LED lighting system.

  Aftermath. The attraction became one of the park's principal thrill offerings and a prominent nighttime visual feature.

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• 2014Replace Silly Silo with Storm ChaserProduct launch

  The older Silly Silo experienced frequent downtime, and replacement parts were reportedly no longer available from its manufacturer.

  What changed. Adventureland added Storm Chaser, a Mondial WindSeeker-style attraction.

  Aftermath. The change refreshed the park's thrill-ride lineup with a high-reaching tower attraction.

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• 2010Rebuild Main Street after fireOther

  A roof collapse and electrical fire destroyed a portion of Main Street shortly before the 2010 season.

  What changed. The park opened as planned with the damaged area cleared and fenced, then rebuilt Main Street for the 2011 season.

  Aftermath. The rebuilt area included a larger arcade, an indoor ride and a smaller bingo hall.

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• 2002Expand the resort and water offeringStrategy

  Adventureland pursued a major resort investment intended to increase lodging capacity and broaden the destination's appeal beyond day-use amusement rides.

  What changed. The hotel was nearly doubled in size, new pools and interactive water features were added, and Saw Mill Splash was introduced.

  Aftermath. The project strengthened the park's positioning as an amusement and resort destination.

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• 2025Herschend completes acquisition of Adventureland

  Herschend completed its acquisition of Palace Entertainment's United States properties, bringing Adventureland into the Herschend portfolio.

  M&A
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• 2024Adventureland celebrates its 50th anniversary

  The park marked its 50th anniversary with historical exhibits, decade-themed entertainment, commemorative merchandise, new dining and tributes to its founding history.

  Campaign
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• 2023Flying Viking and Draken Falls open

  Two Viking-themed attractions opened during the 2023 season after being announced and ceremonially ground-broken in 2022.

  Product launch
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• 2022Adventureland opens nine new attractions under Palace ownership

  The park began its 2022 season with a ribbon-cutting ceremony and a group of new attractions associated with its new ownership.

  Product launchM&A
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• 2022Adventureland introduces Phantom Fall Fest

  The park announced a new Halloween program featuring haunted mazes and scare zones, including an upcharge maze.

  CampaignProduct launch
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• 2021Adventureland acquired by Palace Entertainment

  Palace Entertainment announced the acquisition of Adventureland, ending the park's long association with its founding ownership group.

  M&A
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1. Adventureland (Iowa)
2. Adventureland official website