Merlin Entertainments, a global leader in branded entertainment destinations, has opened its newest PEPPA PIG Theme Park in Dallas-Fort Worth. This attraction is the latest addition to Merlin’s successful partnership with leading games, IP and toy company, Hasbro.

To mark the opening, Fiona Eastwood – Merlin Entertainments’ new CEO – joined representatives of Hasbro for an afternoon of celebrations which were, of course, led by Peppa Pig and her friends.

The launch follows the successful opening of the first PEPPA PIG Theme Park in Florida in 2022 and a second one in Günzburg (Germany) last year – both of which sit alongside popular LEGOLAND Resorts. The Dallas-Fort Worth attraction – as a Merlin investment of over $40 million – is the first to be established in a location in its own right, reflecting the growing appeal of the PEPPA PIG brand to families across the world.

More broadly, this new attraction is the 11^th implementation of the PEPPA PIG license across Merlin’s global estate, which – in addition to dedicated theme parks – sees the character and her friends come to life in World of Play experiences in the U.S., Europe and China; along with smaller worlds in several existing resorts on both sides of the Atlantic.

The theme park is a Certified Autism Centre through IBCCES (International Board of Credentialing and Continuing Education Standards). The certification ensures that families of all abilities can enjoy the park’s rides, attractions, and amenities. Features include wheelchair-accessible paths, quiet spaces for sensory breaks, and detailed Sensory Guides, enabling guests to plan a day that best suits their needs.

Speaking at the launch event, Fiona Eastwood said: “Bringing world-famous entertainment brands to life sits at the heart of what we do. The opening of this new attraction – and the first PEPPA PIG Theme Park to be a destination in its own right – is testament to the enduring popularity of this iconic children’s character. Our partnership with Hasbro makes all this possible, and I know how much our Merlin Magic Making creatives have enjoyed working with their team. We look forward to continuing our collaboration with Hasbro over the coming years as we bring Peppa Pig to new audiences and create even more joy for families and young children for years to come.”

Matt Proulx, Hasbro’s Senior Vice President of Global Experiences, Partnership and Music added: “The opening of this park couldn’t come at a better time, as we embark on a new chapter for the PEPPA PIG brand, with the recent news of Mummy Pig’s pregnancy. There is so much in store for Peppa Pig as she becomes a big sister twice-over, and we can’t wait to celebrate each milestone for Baby Pig in this new park with our friends at Merlin.

“Alongside valued partners like Merlin Entertainments, we continue to deliver the play experiences that reflect the real first experiences of our littlest fans and empower them with the confidence to treat every first step as a new adventure. We are absolutely certain, that this location will draw in families for memorable days out, with children immersing themselves in the world of their favourite family – and enjoying their adventures together with Peppa and her friends. What they see in the series, and play with at home as toys, suddenly comes to life, becoming a tangible and immersive experience right before their eyes.” 

Jeremy Aguillen, General Manager of PEPPA PIG Theme Park Dallas-Fort Worth said: “Merlin Entertainments is dedicated to providing safe, inclusive and engaging experiences for all families. We’re thrilled to bring the magic of Peppa Pig to life in Texas and look forward to welcoming guests for a day of unforgettable adventures.”

The PEPPA PIG Theme Park is based on instantly recognisable scenes from the globally popular PEPPA PIG brand and features five age-appropriate rides, including; Daddy PIG’s Roller Coaster –an exciting – yet approachable first coaster experience, perfect for adventurous little ones; Grampy Rabbit’s Dinosaur Adventure –inviting kids and their parents to hop on the back of a dinosaur for a prehistoric journey through volcanoes and mountains and; PEPPA PIG’s Balloon Ride –which sends riders soaring high into the sky. Equipped with a wheelchair accessible basket and ramp, guests in a wheelchair can roll directly onto the ride vehicle.

Beyond the rides, kids can engage in imaginative play at nine themed playscapes including PEPPA’s Treehouse, George’s Fort, Rebecca Rabbit’s Playground and the Muddy Puddles Splash Pad with fountains, slides and hands-on free play kids will love. Families can also enjoy live shows at Mr. Potato’s Showtime Arena, featuring beloved characters from the PEPPA PIG series and characters will also meet with kids and their families following each performance.

ORLANDO — The long-awaited Mirai Arcade, a brand-new Japanese-themed crane arcade, has officially opened its doors at 441 N Alafaya Trail, offering a cutting-edge entertainment experience that promises to captivate both locals and visitors. Step into a world where technology and tradition collide, delivering a truly immersive adventure.

The star of this high-tech wonderland is its partnership with Sacoa, the global leader in cashless payment solutions for the amusement and entertainment industries. Mirai Arcade is equipped with Sacoa’s state-of-the-art cashless system, making transactions faster, smoother, and more convenient than ever. Using RFID PlayCards and the Sacoa App, guests can easily reload credits, track balances, and experience a frictionless, seamless journey throughout the arcade.

Mirai Arcade takes fun to the next level with Sacoa’s cutting-edge Spark Reader – the most advanced PlayCard reader in the industry. Along with top-of-the-line POS systems, the Sacoa CRM, and online modules, the arcade features the fully customized Sacoa App, ensuring the ultimate in ease and efficiency for both visitors and operators. Whether you’re a claw machine enthusiast or an anime fan, this unique fusion of Japanese culture and next-gen technology will create memories that last a lifetime.

“We’re excited to be a part of this revolutionary new destination in Orlando,” said Sebastian Mochkovsky, C.E.O. of Sacoa U.S.A. “Our cashless system enhances the guest experience, providing convenience and efficiency while elevating the overall entertainment experience. We can’t wait to see how guests enjoy the seamless, innovative solutions we’ve brought to Mirai Arcade.”

Ready to experience the future of arcades? Contact Sacoa today and discover how the world of entertainment is being transformed.

NORTH RICHLAND HILLS, Texas — With giggles, snorts of excitement and the sky filled with confetti, Merlin Entertainments, a global leader in location-based entertainment, in collaboration with Hasbro, a leading game and toy company, officially celebrated the grand opening of the highly anticipated PEPPA PIG Theme Park Dallas-Fort Worth in North Richland Hills, Texas.

Fiona Eastwood, chief executive officer of Merlin Entertainments kicked off the grand opening celebration with the queen of preschool, Peppa Pig, her brother George and Mummy and Daddy Pig! The event was filled with exciting and interactive moments designed to engage a crowd full of excited little ones. After brief remarks, guests enjoyed a day full of laughter, adventure and fun at the park designed especially for preschoolers.

“Merlin Entertainments’ opportunity to bring an iconic children’s television character to life in a theme park is truly special. We’re not only responsible for building this beautiful park, but also for preserving the magic of PEPPA PIG in this immersive experience for little ones. We are hoping families will create memories of a lifetime here,” said Eastwood.

The park is based on instantly recognizable scenes from the globally popular PEPPA PIG brand and features five age-appropriate rides:

• Daddy PIG’s Roller Coaster is an exciting – yet approachable first coaster experience – perfect for adventurous little ones.
• Mr. Bull’s High Striker lifts riders high into the sky and then brings them down with a series of gentle but exciting drops because what goes up must come down!
• Grampy Rabbit’s Dinosaur Adventure invites kids and their parents to hop on the back of a dinosaur for a prehistoric journey through volcanoes and mountains.
• With no minimum height requirement, families will set sail to Pirate Island together on Grandad Dog’s Pirate Boat Ride.
• Picture perfect views of the whole park can be seen on PEPPA PIG’s Balloon Ride which sends riders soaring high into the sky. Equipped with a wheelchair accessible basket and ramp, guests in a wheelchair can roll directly onto the ride vehicle.

Beyond the rides, kids can engage in imaginative play at nine themed playscapes including PEPPA’s Treehouse, George’s Fort and Rebecca Rabbit’s Playground. When the Texas heat returns, the Muddy Puddles Splash Pad is sure to be a fan favorite filled with spouting fountains, slides and hands-on free play kids will love. Families can also enjoy live shows at Mr. Potato’s Showtime Arena, featuring beloved characters from the PEPPA PIG series performing songs, dances and interactive moments that will have little ones laughing and singing along. The characters will also meet with kids and their families following each performance. The immersive experience is tailored to deliver unforgettable first theme park memories for children through age six.

“By creating PEPPA PIG Theme Park, the characters and places children see in the series and the toys they play with at home suddenly become tangible and experiential,” said Matt Proulx, SVP of global experiences, partnerships and music at Hasbro “It’s wonderful to see, through our partnership with Merlin Entertainments, how the PEPPA PIG brand is brought to life. Seeing how much enjoyment the immersive experience brings to little ones is truly gratifying.”

PEPPA PIG Theme Park is a Certified Autism Center through IBCCES (International Board of Credentialing and Continuing Education Standards). The certification ensures that families of all abilities can enjoy the park’s rides, attractions and amenities. Features include wheelchair-accessible paths, quiet spaces for sensory breaks and detailed Sensory Guides which provide insight on how each attraction may affect each of the five senses, enabling guests to plan a day that best suits their needs.

“Merlin Entertainments is dedicated to providing safe, inclusive and engaging experiences for all families,” said General Manager of PEPPA PIG Theme Park Dallas-Fort Worth Jeremy Aguillen. “We’re thrilled to bring the magic of PEPPA PIG to life in Texas and look forward to welcoming families for a day of unforgettable adventures.”

Merlin Entertainments’ licensing agreement with Hasbro, owner of the PEPPA PIG brand, to build and operate PEPPA PIG attractions has fueled the development of two other PEPPA PIG branded parks, one in Winter Haven, Florida, which opened in 2022 and the most recent park in Gunzberg, Germany which opened in 2024. Additional PEPPA PIG branded attractions include PEPPA PIG World of Play in Grapevine, Chicago, Auburn Hills, Shanghai and Leidschendam as well as PEPPA PIG Lands in Gardaland and Heide Park.

Tickets and Hours of Operation

Guests can purchase their tickets and annual passes online at www.peppapigthemepark.com/dallas-ft-worth/tickets-passes./

• Annual Pass – $99.99 (Unlimited admission to the theme park and PEPPA PIG World of Play in Grapevine, TX)
• Single-Day Admission – Starting at $27.99
• My First Theme Park Package – Starting at $49.99 (Includes admission plus exclusive park merchandise)

The park officially opens to the public on March 1 and will operate daily from 9 a.m. – 5 p.m. There is no charge for parking. For the latest operating hours, guests can visit www.peppapigthemepark.com/dallas-ft-worth/plan-your-day/planning-tools/opening-hours/.

Conveniently located just 12 miles from downtown Fort Worth and DFW Airport, PEPPA PIG Theme Park Dallas-Fort Worth can be found at 8851 26 Blvd., North Richland Hills, Texas 76180.

ST. LOUIS — Intercard congratulates four of its customers who are among the eleven U.S. bowling and family entertainment centers that earned top honors in the 40th annual Bowling Center Architecture and Design Awards competition conducted by Bowling Center Management magazine.

The competition was founded four decades ago to encourage bowling proprietors to reinvest in their facilities and reward creativity in both modernized centers and new builds. It has evolved to include separate divisions for United States and international centers and recognize the ever-evolving business models that include bowling as a key element.

The 40th Design Awards recognize projects that were completed during the calendar year 2024. The honorees will be featured in two issues of BCM — the United States winners in the April issue and the international winners in the May issue.

Intercard customers among the U.S. winners are:

• Best Arcade — Incredibowl,  Toledo, Ohio
• Best Modernized Boutique/FEC/Hybrid Venue — Boondocks, Draper, Utah
• Best Exterior — B&B Theatres Red Oak 12/B-Roll Bowling, Red Oak, Texas
• Best Restaurant — Thrill Factory Entertainment,  Madison, Wisconsin

“Intercard congratulates our customers who have been recognized by BCM for the excellent architecture and design of their amusement centers,” says Scott Sherrod, CEO of Intercard. “These are smart and creative operators who offer their customers the best guest experience in every facet of their centers from the front door to the arcade and beyond. Intercard is proud to contribute to the creative and business success of these businesses.”

ATHOL, Idaho — The anticipation has been growing as word and images of a trackless wooden coaster at Silverwood Theme Park spread across the Inland Northwest. On Thursday, the park officially announced the details behind the construction. Summer 2025 will officially be the season to rediscover the legend of Tremors.

Since Tremor’s opening in 1999, it has been one of the top-rated wooden coasters in the country. And now, in 2025, Tremors is undergoing a seismic upgrade! Guests will now enjoy brand-new Millennium Flyer trains that are sleek, stylish, and ready to shake, rattle, and roll riders through every twist and drop. Plus, Silverwood has added a second train to boost throughput so that coaster enthusiasts can ride again, again, and again. Hold on tight because there’s more. Developed right next door in Hayden, Idaho, by Rocky Mountain Construction, is 208 ReTrak, a cutting-edge steel track, which will rumble beneath the train, giving guests a smoother, quieter ride.

Silverwood’s Director of Marketing and Entertainment, Jordan Carter, says, “Silverwood is committed to enhancing the guest experience, and we are thrilled to announce that this seismic upgrade on Tremors will give our guests more opportunities to enjoy an increased throughput and smoother ride for years to come.”

For years, thrill-seekers have braved the underground monster that shook riders to their core. After leaving the loading station and climbing the first hill, they find themselves 100 feet in the air, making the first drop of 103 feet into the first of four underground tunnels, reaching a top speed of 63 MPH. But that was just the beginning. Get ready, because the beast is being reawakened this summer.

Silverwood is the largest and most exciting theme park in the Northwest, nestled in the stunning panhandle of northern Idaho. For over 30 years, it has been a beloved destination for families seeking unforgettable experiences, with meticulous attention given to every detail of the guest experience. What started as a single train ride has beautifully expanded to feature over 70 thrilling rides, invigorating slides, captivating shows, and attractions that promise fun for everyone! Experience the adrenaline rush of roller coasters, hop aboard a charming 1915 steam engine train, and enjoy award-winning entertainment and delicious dining. Beat the heat at Boulder Beach Water Park, where you’ll find expansive wave pools, exhilarating water slides, safe children’s areas, VIP cabanas, and a relaxing lazy river. With two incredible parks for the price of one, Silverwood is perfect for family adventures and corporate events. Don’t forget to save when booking for 15 or more!

UNIVERSAL CITY, Calif., and ORLANDO, Fla. — Universal Studios Hollywood and Universal Orlando Resort celebrate the return of the popular Butterbeer Season, a dedicated, annual tradition that invites guests and fans to enjoy all things Butterbeer within The Wizarding World of Harry Potter. Butterbeer Season begins on Saturday, March 1 and continues daily through Saturday, May 31, 2025.

Reminiscent of butterscotch and shortbread, Butterbeer is a favorite amongst witches and wizards. It is currently available for purchase in an array of scrumptious options, including cold, frozen, hot and non-dairy beverages, along with Butterbeer fudge, potted cream and ice cream.

This year’s celebration at Universal Studios Hollywood and Universal Orlando Resort will introduce an all-new Butterbeer Cream Puff just for the season, available at the Three Broomsticks, where guests can also savor frozen or cold Butterbeer in a limited-edition Gold Souvenir Stein. Additionally, a Butterbeer-Flavoured Chocolate Bar and Butterbeer Caramel will be available at retail locations and the Ice Lolly frozen dessert makes a delicious return. This tempting ice bar will now be available year-round.

A bespoke Butterbeer themed merchandise collection will also take centerstage as part of Butterbeer Season. The inspiring line is designed to offer wizard, witches and muggles a chance to celebrate Butterbeer during and beyond their visit to the theme parks. Items will include apparel such as a plaid shirt, zipped fleece hoodie and t-shirt as well as accessories from a crossbody bag to caps, socks and more.

Butterbeer season at Universal Orlando Resort will take place at The Wizarding World of Harry Potter – Hogsmeade™ at Universal Islands of Adventure and at The Wizarding World of Harry Potter – Diagon Alley™ at Universal Studios Florida. Visit www.UniversalOrlando.com for more information.

CARLSBAD, Calif. — Hold onto your bricks, folks! LEGOLAND California Resort has unveiled the world’s first LEGO DUPLO themed hotel rooms at LEGOLAND Hotel and they’re bursting with toddler cuteness! Just in time for spring break, these vibrant rooms offer a playful escape where young children can immerse themselves in a world built just for them and their adult adventurers. Designed with the youngest LEGO fans in mind, the new DUPLO rooms feature bright colors, interactive DUPLO elements and playful décor that brings the beloved DUPLO world to life. From building tables to DUPLO jungle creatures like giraffes and koalas, every detail is crafted to spark imagination and create unforgettable memories.

The excitement at LEGOLAND California doesn’t stop there- spring break brings a lineup of thrilling activities and celebrations for families to enjoy:

• Dino Valley’s First Birthday: Join the prehistoric party as Dino Valley celebrates its first birthday throughout March with special themed activities, exclusive pop badges and surprises! This prehistoric land features three exciting rides, an interactive LEGO^® build-and-play area and two costume characters.
• Spring Break Entertainment: Starting March 29, the Park will kick off exclusive spring break entertainment, including a NEW costume character, Surfer Dude! Families can join the party by dancing along to LEGOLAND Jam or breaking it down to the NEW out-of-this-world show, Benny’s Boombox Blastoff!
• LEGOLAND Water Park Reopens: Get ready to splash into spring! LEGOLAND^® Water Park reopens for the season on March 28, featuring seven slides, sandy beaches and the one-of-a-kind Build-A-Raft River!
• New LEGO^® NINJAGO & LEGO^® Friends Hotel Rooms: The excitement continues with the unveiling of 48 newly themed LEGO^® NINJAGO^® rooms, where guests can unleash their inner Spinjitzu masters and 12 completely reimagined LEGO^® Friends rooms, transporting guests into the world of Heartlake City for the ultimate sleepover inside a LEGO^® Friends Creative Clubhouse! Just steps from the Park’s entrance, these immersive rooms provide an unforgettable stay in the thrilling world of LEGO^® NINJAGO^® and the vibrant universe of LEGO^® Friends! Available for stays starting March 21.
• Bricks in Bloom: Celebrate spring season with a brand-new LEGO^® Flower Wall, constructed from more than 55,000 LEGO elements. Standing 8-feet tall, this stunning floral masterpiece will be displayed inside the Awesome Shop, offering the perfect backdrop for family photos and spring memories.

ORLANDO — This March, Universal Orlando Resort is bringing even more magic to its popular interactive wand experiences in The Wizarding World of Harry Potter. Guests can enjoy an all-new collection of Second Generation Interactive Wands that feature light and haptic effects for the first time ever, a personalized experience available within the Universal Orlando Resort App that allows them to take their spellcasting to the next level, and brand-new locations to cast spells within Hogsmeade at Universal Islands of Adventure, Diagon Alley at Universal Studios Florida and Place Cachée in The Wizarding World of Harry Potter – Ministry of Magic at Universal Epic Universe when the groundbreaking new theme park opens this year. The all-new interactive wands will be on sale starting March 1.

Here are more details about the exciting new enhancements coming to The Wizarding World of Harry Potter:

ALL-NEW SECOND GENERATION INTERACTIVE WANDS
Available in four designs, the all-new collection of Second Generation Interactive Wands will give guests an enhanced and exhilarating wand magic experience that includes several new features such as illumination effects and haptic vibrations custom to each spell so they can see and feel the results of their spellcasting like never before. Housed in an exclusive, unique package marked with a wand burst icon, each wand will include a spell map that outlines locations they can practice magic, as well as information on how to take their wizarding legacy to a new level with Universal Play, available within the Universal Orlando Resort App.

UNIVERSAL PLAY IN THE WIZARDING WORLD OF HARRY POTTER
With the new assortment of interactive wands, guests will have the capability to experience wand magic across The Wizarding World of Harry Potter like never before. By connecting the wand to Universal Play within the Universal Orlando Resort App, they also have the opportunity for a more tailored engagement, including:

• Personalization – Guests can personalize their wizarding story by customizing their very own Wizard Profile where they can select their Wizard Name, Hogwarts House, Avatar and Patronus. While casting spells throughout The Wizarding World of Harry Potter, their select attributes will be integrated into the effects of their spellcasting – creating a personalized experience for each guest.
• Exclusive Adventures – Guestscan explore exclusive adventures varying in level of expertise and completion time that will enhance their Wizarding Level and mastery of magic within The Wizarding World.
• House Points – Guests can earn points for their Hogwarts House with every spell and follow other witches and wizards to see where they square up on the Leaderboard. With each visit, guests will be able to keep track of their House Points and Wizarding Level progress, as well as Achievements and Spellwork through Universal Play. The higher the Wizarding Level, the more spells and adventures will be unlocked. Each day, a House Cup will be rewarded to the house that acquires the most House Points. 

NEW AND ENHANCED WAND MAGIC LOCATIONS IN HOGSMEADE AND DIAGON ALLEY
Guests will encounter even more magic in The Wizarding World of Harry Potter with the addition of five new interactive wand locations throughout Hogsmeade and Diagon Alley – bringing the total number of wand magic locations to 30. New experiences include:

• The Duelling Club Tent – In Hogsmeade, guests can cast a spell to bring an abandoned dueling dummy to life and test their dueling spells ability;
• The Owl Post – In Hogsmeade, mischievous pixies dart across the window and hide behind packages as guests cast a spell to try and freeze them;
• Knockturn Alley Staircase – In Diagon Alley, guests must defend themselves by conjuring their patronus after a dementor emerges within the dimly lit staircase;
• Ariadne’s Spinners – In Diagon Alley, guests will need to cast a spell to repel spiders of all sizes before they take over the newspaper-covered glass windows;
• Knockturn Alley Sky – In Diagon Alley, guests can cast a spell into the nighttime sky to control a storm or counter-spell to calm the sky.

In addition, guests can enjoy several enhancements to all existing wand magic locations in both Hogsmeade and Diagon Alley with new visceral casting special effects, magical spellbooks that provide guidance at select locations, and more.

In The Wizarding World of Harry Potter – Ministry of Magic at Epic Universe, guests will experience fourteen wand magic locations that will give them the opportunity to go on an adventure to discover the Philosopher’s Stone, interact with magical creatures such as a Niffler or Demiguise, and so much more.

Guests will be able to purchase the all-new collection of Second Generation Interactive Wands at Ollivanders Wand Shop in Hogsmeade and Diagon Alley, Cosme Acajor Baguettes Magique in Place Cachée and various locations throughout Universal Orlando Resort.

BURBANK, Calif. — The Themed Entertainment Association (TEA) proudly announces the dynamic panel of industry experts who will take part in the TEA State of the Industry discussion during the annual TEA INSPIRE conference. Taking place on Friday 14 March at 11 a.m. PST in Universal City, California, TEA’s State of the Industry is one of the most forward-looking and inciteful conversations about the themed entertainment industry.

Global thought leaders and innovators on the panel will discuss key trends and developments that are shaping themed entertainment around the world. The engaging session will be moderated by Shawn McCoy, Senior Vice President of Business Development and Creative Strategy, IMAGINE. This year’s panelists include: 

• Greg Lombardo, Head of Live Experiences, Netflix
• Marie Marks, Senior Vice President, Paramount Global Experience
• Eric Parr, Senior Vice President, Universal Creative
• Peter van Roden, Executive Vice President, Global Themed Entertainment, Warner Brothers Discovery
• Evi Sri, Vice President, Location-based Entertainment, WildBrain CPLG

The TEA State of the Industry panel will address core themes, issues and trends facing the global entertainment industry including:  

• The latest trends and technologies driving the development of groundbreaking attractions
• The evolving landscape of attractions economics and operations
• The influence of social trends on the demand for new types of attractions       

TEA’s State of the Industry event is just one of the many dynamic sessions taking place during 2025 TEA INSPIRE. The fully immersive networking and educational conference celebrates innovation and achievement in the themed entertainment industry. TEA INSPIRE brings together up-and-coming leaders and senior executives from around the globe for an engaging and thought-provoking multi-day experience. Exclusive events, including Inspire the Night, which will take place at Universal Studios Hollywood, are designed to excite and educate industry professionals. TEA INSPIRE will conclude with the 31st Annual TEA Thea Awards Gala on Saturday 15 March.

PIGEON FORGE, Tenn. — On Tuesday, members of the media were able to get a firsthand look at several of the more than 100 off-season construction projects currently taking place at Dollywood theme park. When Dollywood opens to season passholders on Friday, March 14, they’ll be able to experience for themselves how these projects continue to advance Dollywood’s well-known position as one of the world’s best theme parks.

Following a year of record attendance in 2024, Dollywood Parks & Resorts has another stellar year planned for guests in 2025, its 40^th operational season. Last year, the park added The Dolly Parton Experience—subsequently named by USA Today as one of the Top Five Best New Theme Park attractions in 2024—and celebrated the first full year of operation for the company’s second lodging property, Dollywood’s HeartSong Lodge & Resort.

Additionally, Dollywood’s Splash Country celebrates its 25^th season, while Dollywood’s DreamMore Resort and Spa enjoys its 10^th year of operation in 2025. In a year full of milestone anniversaries, Dolly Parton’s Imagination Library marks its 30^th anniversary, and as of today, has gifted nearly 265 million books to children around the world age five and younger.

Dollywood theme park opens on Friday, March 14 for Season Passholder and Media Day, with the first day of general public operation on Saturday, March 15. All of the projects and calendar changes have been undertaken with one thing in mind—Dollywood guests. 

“Dollywood Parks & Resorts has truly become a leading family vacation destination,” said Eugene Naughton, President of The Dollywood Company. “Our guests continue to tell us that the experience provided at Dollywood leaves them with a feeling of attentiveness and care they can’t find many places. In fact, last season we were named Tripadvisor’s top US theme park based on actual guest reviews, and we even were named as the #1 attraction in the entire world that visitors long to return to the most after they’ve visited the first time.

“And all of this really isn’t a coincidence. I’m proud of our Dollywood hosts for providing a guest experience unmatched by any other. We truly believe the only way to provide that atmosphere is by asking guests for their honest opinions and listening fully to what they tell us. Our hosts are empowered to listen to our guests and many of the projects our teams are working on right now are due to guest feedback we’ve received.”

Media members were able to see a number of those off-season projects, including progress on the two largest: the Wilderness Pass Restaurant and a new 750-space parking lot. Both are set to open later this spring. A number of enhancement projects throughout Dollywood bring new excitement for guests, including refreshes in Country Fair and The Village. Among the changes in Country Fair are a new splash pad and expanded seating area—the perfect place for parents and the youngest Dollywood fans seeking a quick break in the action—while The Village receives bright new touches and the reimagining of the Imagination Playhouse.

Projects like the new parking area and Wilderness Pass Restaurant are important pieces of the company’s half-billion dollar, 10-year expansion plan announced by Dolly and Naughton in 2021. Naughton says the expansion strategy should allow Dollywood Parks & Resorts to remain among America’s top theme park destinations.

“We really do offer something different here,” he explained. “Our hosts go far beyond the everyday tasks they complete at excellence each day. Our hosts make a true connection with our guests, making them feel like they’re part of the family. It’s been that way since the park opened. Those connections can’t be bought and are what attract so many people to visit. As we move forward, it is important to grow our infrastructure and offerings in a way that allows Dollywood Parks & Resorts to support the unparalleled atmosphere created by our hosts. Once you visit, you’ll understand why there is nowhere like Dollywood.” 

During the tour, media had an opportunity to sample culinary offerings from the new Wilderness Pass Restaurant, while also interacting with several current Dollywood hosts who have worked at the park since its inaugural season in 1986. 

Media also had a sneak peek of Dollywood’s 2025 entertainment lineup which includes “Play On,” a 40^thanniversary retrospective show featuring songs and scenes from many of the park’s iconic shows from years past. “From the Heart—The Life and Music of Dolly Parton” returns in 2025 after earning the award for the theme park industry’s best new show during its debut season in 2024. Other entertainment highlights include a 40^th anniversary-themed drone show during Smoky Mountain Summer Celebration presented by Food City, as well as guest-favorite shows including “Gazillion Bubble Show presents EVOLUTION” and “Chris Perondi’s Stunt Dog Experience.”

The Imagination Playhouse, which features plays based on books from Dolly’s Imagination Library, becomes a permanent fixture this season, offering its much-loved shows for younger guests from March through the end of September. The theater will offer a rotation of playhouse favorites guests have enjoyed through the years. During Smoky Mountain Summer Celebration, new story time and character meet & greets are part of the Imagination Playhouse experience.

Also in celebration of the 40^th anniversary, “Heartsong: The Movie” will be remastered and moved—appropriately—to Dreamsong Theater as part of The Dolly Parton Experience. “Heartsong: The Movie” will run in conjunction with “Heidi Parton’s Kin & Friends.”

The season begins with the I Will Always Love You Music Festival (March 15- April 13). This festival celebrates Dolly and her unmatchable talents as an internationally known performer through songs, shows and even culinary delights. Returning favorite “From the Heart—The Life & Music of Dolly Parton” tells Dolly’s remarkable story in an inspirational and uplifting way as guests experience the emotional pull she faced as she left everything she had known in Sevier County to move to Nashville in pursuit of her dreams. The show takes place in Celebrity Theater and runs through the Flower & Food Festival.

Dollywood’s Flower & Food Festival (April 18-June 8) blooms bright with iconic Mosaiculture displays throughout the park. Vivid larger-than-life flower sculptures create an immersive atmosphere for park guests with more than half-a-million blooms during this award-winning festival. Dollywood’s culinary team showcases their world-class abilities during the event with a menu full of delicacies to highlight the tastes of spring in the Smokies. The 40^th anniversary retrospective show “Play On,” debuts on May 3, the date of Dollywood’s first operating day in 1986.

Dollywood’s Smoky Mountain Summer Celebration presented by Food City (June 14-August 3) is everyone’s favorite summer tradition, and once again includes Dollywood’s Sweet Summer Nights drone and fireworks show each night. Even more drones take to the skies this year to present a mesmerizing show that honors Dollywood’s 40^th anniversary season. “Gazillion Bubble Show presents EVOLUTION” and “Chris Perondi’s Stunt Dog Experience,” provide popping bubbles and playful pooches to help every guest feel like a kid this summer.

A family tradition for many, Dollywood’s Harvest Festival presented by Humana (Sept. 12- Oct. 27) celebrates the beauty of fall with thousands of carved pumpkins, spirited performances from talented singers and the fun of Great Pumpkin LumiNights. Great Pumpkin LumiNights, which previously has been named the best theme park harvest event in the world, features elaborate displays that are fun for every member of the family. Creative culinary items, accomplished artisans, and fall fun in the Smokies make this a picture-perfect time to enjoy Dollywood.

The industry’s Best Theme Park Christmas event—Dollywood’s Smoky Mountain Christmas presented by Humana (Nov. 1- Jan. 4, 2025)—concludes the park’s 2025 season with six million lights, festive holiday shows, and the warm Christmas atmosphere guests have come to expect during this joyous time of year.

With 40^th anniversary season surprises ahead, guests should consider a season pass to ensure they can experience all the fun! Three season pass levels—Gold, Silver and the new Volunteer Summer Pass—provide great options for every guest, while the popular Pre-K Imagination Season Pass offers free admission all season long to any child born in 2020 or 2021. Passes are on sale now.