Silverwood Theme Park, the largest theme and water park in the Northwest, will be sold to Herschend Family Entertainment Corporation. The Norton family, who founded and operated the Athol, Idaho attraction for over three decades, announced the agreement this week. Herschend, a Georgia-based company, operates numerous family entertainment properties across North America.
Key Takeaways
- Silverwood Theme Park is being sold to Herschend Family Entertainment.
- The Norton family founded Silverwood in 1988 and has operated it for 36 years.
- Herschend is the world's largest family-held theme attractions company.
- Silverwood boasts over 70 rides and attractions across its 400-acre site.
- The deal aims to continue Silverwood's legacy under new ownership.
A Legacy of Family Entertainment Changes Hands
Gary Norton established Silverwood Theme Park in 1988. What began with a few carnival rides and a steam-powered train grew into a major regional destination. Over the years, three generations of the Norton family managed the park's expansion. Today, Silverwood features more than 70 rides and attractions, including the popular Boulder Beach Water Park.
Paul Norton, Silverwood's chief operating officer, confirmed the sale in a recent news release. He stated that Silverwood Inc., the family's parent company, reached an agreement with Herschend Family Entertainment Corporation. The financial terms of this transaction have not been disclosed, and the deal is not yet finalized.
"Silverwood has been our family’s life’s work for more than three decades," Norton said. "When the time came to pass the torch, Herschend was the only choice. They share our values, our long-term approach, and our belief that parks like this are built by people with heart."
Silverwood at a Glance
- Founded: 1988 by Gary Norton
- Location: Athol, Idaho
- Size: 400 acres
- Attractions: Over 70 rides and attractions, including Boulder Beach Water Park
Herschend: A Major Player in the Attractions Industry
Herschend Family Entertainment Corporation, headquartered in Peachtree Corners, Georgia, describes itself as the world's largest family-held theme attractions company. The company manages over 40 family-entertainment brands across North America. Their portfolio includes well-known properties such as Dollywood Parks and Resorts in Tennessee and Silver Dollar City Parks and Resorts in Missouri. Herschend also owns the Harlem Globetrotters.
Andrew Wexler, CEO of Herschend, emphasized the company's commitment to continuing the park's vision. He highlighted the honor of being trusted by the Norton family to carry on Silverwood's legacy. Herschend has a history of acquiring established parks.
Recent Herschend Acquisitions
Herschend has expanded its footprint in recent years by acquiring several notable properties. These include Kennywood Amusement Park in Mifflin, Pennsylvania; Adventureland Resort in Altoona, Iowa; and Lake Compounce in Bristol, Connecticut. These acquisitions demonstrate Herschend's strategy of growing its portfolio with diverse and beloved entertainment venues.
Growth and Innovation at Silverwood
Silverwood's history is marked by continuous growth and the addition of new attractions. The park's signature roller coaster, Timber Terror, originally named The Grizzly, opened in 1996. This 85-foot-tall, 2,700-foot-long ride became a major draw. In 2003, the park introduced Boulder Beach Water Park, further expanding its appeal.
The Norton family invested significantly in the park's development. Two years ago, they spent $15 million to expand the water park. This expansion included the Emerald Forest attraction, which opened in 2024. Emerald Forest covers approximately 4 acres and features what Silverwood described as the longest water coaster in the United States.
Key Milestones in Silverwood's History
- 1988: Park opens with carnival rides and a steam train.
- 1996: Timber Terror roller coaster debuts.
- 2003: Boulder Beach Water Park opens.
- 2024: Emerald Forest water coaster attraction opens following a $15 million investment.
The sale marks a significant change for the beloved Northwest institution. However, both families express confidence in the future. Herschend aims to maintain the park's character while leveraging its extensive experience in the theme park industry.
The transition of ownership will bring new opportunities for Silverwood. Park guests can anticipate the continuation of high-quality entertainment and potential future enhancements under Herschend's management. The company's track record suggests a focus on family-friendly experiences and operational excellence.
