Malibu Norcross, a long-standing entertainment center in Gwinnett County, Georgia, will close its doors permanently this weekend after more than two decades of operation. Its sister property, Mountasia in Cobb County, will also cease operations. This decision follows the acquisition of both properties by Herschend Family Entertainment earlier this year.
Key Takeaways
- Malibu Norcross and Mountasia are closing after over 20 years.
- Herschend Family Entertainment, which acquired the parks in May, made the decision.
- The company stated the centers' operations do not align with its core business model.
- Malibu Norcross's final day is Sunday, operating from 12 p.m. to 9 p.m.
- Mountasia will close Sunday at 5 p.m.
Long-Running Entertainment Centers Cease Operations
Malibu Norcross, known for its arcade games and go-kart track, has served the Gwinnett County community for over 20 years. The facility announced its final day of business will be Sunday, expressing gratitude to its community, staff, and guests for their support over the decades.
The company shared a statement:
“Thank you to our incredible community, hosts, and guests for making Malibu Norcross a place to create timeless memories for more than 20 years!”This message highlighted the center's role in local family entertainment.
Key Fact
Malibu Norcross has been a fixture in Gwinnett County for over two decades, providing entertainment for local families.
Acquisition and Closure Details
Herschend Family Entertainment, a company that owns several amusement and theme parks nationwide, including Dollywood, acquired Malibu Norcross and Mountasia in Cobb County in May. This acquisition was part of a larger deal when Herschend purchased Palace Entertainment.
However, only a few months after the acquisition, both metropolitan Atlanta properties will shut down. The decision to close these family entertainment centers was not taken lightly, according to company officials.
Herschend CEO Addresses Closures
Andrew Wexler, CEO of Herschend Family Entertainment, issued a statement regarding the closures. He acknowledged the importance of these centers to their respective communities and thanked the staff for their contributions.
“These centers have played an important role in their communities, and we’re incredibly grateful to the hosts who’ve created so many joyful memories for families,” Wexler said.
Wexler clarified that the decision was not a reflection on the staff or the quality of the experiences offered at the parks. Instead, it stemmed from a strategic assessment of how family entertainment centers operate compared to Herschend's primary business model.
Industry Context
Herschend Family Entertainment specializes in larger-scale theme parks and attractions. The operation of smaller, local family entertainment centers like Malibu Norcross and Mountasia differs significantly from their core business structure.
Operational Differences Cited
The CEO explained that the operational dynamics of family entertainment centers are different from the types of attractions Herschend is structured to support. This indicates a focus on larger, more integrated theme park experiences rather than standalone arcade and go-kart facilities.
The company's portfolio typically includes major destinations with diverse attractions, lodging, and dining options, requiring a different operational approach than smaller, local entertainment venues.
Final Operating Hours for Both Locations
Malibu Norcross will be open for its last day of business on Sunday, from 12 p.m. to 9 p.m. This provides a final opportunity for guests to visit the facility and enjoy its attractions one last time.
Mountasia in Cobb County will also operate on Sunday, with its final hours scheduled from 12 p.m. to 5 p.m. Customers planning to visit either location should note these specific closing times.
Closing Schedule
- Malibu Norcross: Sunday, 12 p.m. to 9 p.m.
- Mountasia: Sunday, 12 p.m. to 5 p.m.
Impact on Local Entertainment Landscape
The closure of Malibu Norcross and Mountasia marks a change in the local entertainment options for residents of Gwinnett and Cobb counties. These facilities have been a consistent source of recreation for families and younger visitors for over two decades.
The decision by Herschend Family Entertainment highlights the evolving landscape of the entertainment industry, where larger companies often streamline their portfolios to focus on core business strengths.
The company's statement emphasized that the closures were a business decision related to operational alignment, not performance. This suggests a strategic shift rather than a reflection of the popularity or quality of the individual centers.
For many residents, these centers hold significant nostalgic value, having been venues for birthday parties, family outings, and casual entertainment for generations. The closure marks the end of an era for these specific local attractions.
