Adventureland
An amusement and water park resort in Altoona, Iowa, marketed as the home of Iowa's best thrills.
Last updated August 25, 2026
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Overview
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.
History
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.
- 2025
Herschend acquisition completed
[1]Herschend completed its purchase of Palace Entertainment's United States properties.
- 2024
50th-anniversary season
[1]The park marked five decades with exhibits, entertainment, dining and historical tributes.
- 2023
Viking-themed rides open
[1]Flying Viking and Draken Falls opened for the 2023 season.
- 2021
Dragon Slayer opens
[1]Dragon Slayer opened after the removal of the former Dragon coaster.
- 2021
Palace Entertainment acquisition announced
[1]Palace Entertainment announced its acquisition of Adventureland.
- 2019
Phoenix opens
[1]The Maurer spinning coaster Phoenix opened as the park's sixth roller coaster.
- 2018
Bernie's Barnyard opens
[1]A new children's area replaced the former Country Picnic area.
- 2016
The Monster opens
[1]The Gerstlauer Infinity coaster opened as a major new thrill attraction.
- 2014
Storm Chaser opens
[1]The park introduced Storm Chaser, replacing the aging Silly Silo.
- 2011
Main Street rebuilt
[1]Reconstructed Main Street reopened with an enlarged arcade and other changes.
Products and positioning
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.
Roller coaster · 2016
The Monster
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.
Wooden roller coaster · 1978
Tornado
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.
Spinning roller coaster · 2019
Phoenix
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.
Roller coaster · 2021
Dragon Slayer
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.
Enclosed wooden roller coaster
Underground
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.
Water attraction area · 2008
Adventure Bay
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.
Children's area · 2018
Bernie's Barnyard
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.
Seasonal Halloween event · 2022
Phantom Fall Fest
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.
Marketing campaigns
- 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.
- 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.
- 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.
Brand decisions
2025
Join HerschendM&ABackground
Herschend agreed to acquire Palace Entertainment's United States properties from Parques Reunidos.
Action taken
The acquisition was completed on May 27, 2025.
Aftermath
Adventureland became part of Herschend's private attraction and entertainment portfolio.
2024
Reimagine UndergroundGeneration changeBackground
Adventureland used its anniversary season to refresh a long-running signature attraction.
Action taken
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.
2023
Add Flying Viking and Draken FallsProduct launchBackground
Palace Entertainment announced two Viking-themed attractions for the 2023 season.
Action taken
Flying Viking and Draken Falls opened on June 24, 2023.
Aftermath
The rides expanded the park's family and water-oriented attraction mix.
2022
Launch Phantom Fall FestProduct launchBackground
Under Palace Entertainment, Adventureland sought to extend its seasonal operating calendar with Halloween programming.
Action taken
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.
2021
Open Dragon SlayerProduct launchBackground
The former Dragon coaster was dismantled during the 2020 season.
Action taken
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.
2021
Sell the park to Palace EntertainmentM&ABackground
After decades under ownership associated with the Krantz family and Adventure Lands of America, a strategic ownership transition was announced.
Action taken
Palace Entertainment acquired Adventureland in December 2021.
Aftermath
Palace introduced new attractions and seasonal programming beginning with the 2022 season.
2019
Add PhoenixProduct launchBackground
The park announced a new spinning coaster to replace the Inverter.
Action taken
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.
2016
Open The MonsterProduct launchBackground
Adventureland sought a major new roller coaster after operating the River Rapids log ride for many years.
Action taken
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.
2014
Replace Silly Silo with Storm ChaserProduct launchBackground
The older Silly Silo experienced frequent downtime, and replacement parts were reportedly no longer available from its manufacturer.
Action taken
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.
2010
Rebuild Main Street after fireOtherBackground
A roof collapse and electrical fire destroyed a portion of Main Street shortly before the 2010 season.
Action taken
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.
Showing the 10 most recent.
Recent events
- 2025
Herschend completes acquisition of Adventureland[1]
M&A
Herschend completed its acquisition of Palace Entertainment's United States properties, bringing Adventureland into the Herschend portfolio.
- 2024
Adventureland celebrates its 50th anniversary[1]
Campaign
The park marked its 50th anniversary with historical exhibits, decade-themed entertainment, commemorative merchandise, new dining and tributes to its founding history.
- 2023
Flying Viking and Draken Falls open[1]
Product launch
Two Viking-themed attractions opened during the 2023 season after being announced and ceremonially ground-broken in 2022.
- 2022
Adventureland opens nine new attractions under Palace ownership[1]
Product launch · M&A
The park began its 2022 season with a ribbon-cutting ceremony and a group of new attractions associated with its new ownership.
- 2022
Adventureland introduces Phantom Fall Fest[1]
Campaign · Product launch
The park announced a new Halloween program featuring haunted mazes and scare zones, including an upcharge maze.
- 2021
Adventureland acquired by Palace Entertainment[1]
M&A
Palace Entertainment announced the acquisition of Adventureland, ending the park's long association with its founding ownership group.
Sources3 sources
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