Legend City

Legend City was an amusement park located on the boundary between Phoenix and Tempe, Arizona. Conceived by Phoenix artist and advertising-agency owner Louis E. Crandall, it was designed as an Old West-themed attraction influenced by the emerging American theme-park model associated with Disneyland. The park opened on June 29, 1963, amid substantial local publicity, but its commercial history was marked by financial problems, ownership changes, periods of closure, and repeated attempts to reposition the property. Legend City entered bankruptcy after approximately six months of operation, after which Crandall left the presidency. The property then changed hands several times. Sam Shoen, associated with U-Haul, acquired the park and reopened it with a more child-oriented theme-park presentation. U-Haul's private advertising agency, A&M Associates, supported the repositioning and promotional work. This period is generally regarded in the available historical account as the park's most successful operating phase, although Legend City never became a major financial success. The park was later sold to Mitsubishi Corporation of Japan. Under Mitsubishi, it was used as a demonstration or show park where amusement rides could be displayed to prospective buyers. The Japanese owners eventually abandoned the property, leaving it in deteriorating condition. The Capell family, which had longstanding experience in the carnival business, subsequently purchased Legend City and attempted to restore it, but the park did not return to its earlier prominence. Legend City offered a combination of themed rides, family attractions, entertainment, and recreational facilities. Notable attractions included the Lost Dutchman Mine ride, Cochise's Stronghold river ride, the Sky Ride, Penny Arcade, miniature golf, the Log Jammer, and the Iron Horse train operating on a three-foot narrow-gauge railroad. The park also hosted local children's television personalities Wallace and Ladmo, who appeared there frequently during the park's operating life. Vonda Kay Van Dyke, who later became Miss America 1965, performed a ventriloquism act at the Golden Palace Saloon during the park's early years. In 1965, Legend City added the Pipeline, a roughly 1,000-foot skateboarding facility consisting of a gently inclined and twisting track and described in historical accounts as an early skatepark form. The final phase began when the Salt River Project acquired the land in 1982. Legend City remained open through the 1983 season, after which SRP permanently closed it and dismantled the structures. The site was cleared to make way for SRP corporate offices. Although the park was not a lasting commercial success and no longer exists, it retained a strong nostalgic reputation among residents who visited it during its approximately two decades of operation. Its closure also left the Phoenix metropolitan area without a comparable major amusement park for many years.

Legend City was developed in the early 1960s by Louis E. Crandall, a Phoenix artist and advertising-agency owner who envisioned an Old West-themed amusement park for the growing Phoenix metropolitan area. The concept drew on the popularity of themed destinations such as Disneyland while emphasizing Western settings, regional identity, and family entertainment. Legend City opened to the public on June 29, 1963, on land situated along the Phoenix–Tempe boundary. The park's first period was commercially difficult. Despite the publicity surrounding its opening, Legend City experienced financial problems almost immediately and entered bankruptcy after roughly six months. Crandall left his role as president, initiating a succession of ownership and operating changes that would characterize much of the park's history. Sam Shoen of U-Haul later purchased the property and reopened it as a more explicitly child-oriented theme park. U-Haul's private advertising agency, A&M Associates, handled promotional and repositioning work. This was reportedly the park's strongest period, although the attraction remained financially fragile. Legend City was subsequently sold to Mitsubishi Corporation. Mitsubishi used the property as a show park where amusement rides could be presented to potential purchasers. The arrangement did not produce a durable operating model. The Japanese owners eventually deserted the property, and the park deteriorated. The Capell family, experienced in the carnival business, then acquired Legend City and attempted to restore it. Their efforts were not enough to recreate the park's former condition or establish long-term commercial viability. During its operating life, Legend City offered a collection of rides and attractions intended to appeal to families and local visitors. The Lost Dutchman Mine ride drew on the region's famous lost-gold legend, while Cochise's Stronghold provided a river-ride attraction with a Western theme. Other remembered features included the Sky Ride, Penny Arcade, miniature golf, the Log Jammer, and the Iron Horse, a train that ran on the park's three-foot narrow-gauge railroad. The park also had entertainment venues such as the Golden Palace Saloon. Vonda Kay Van Dyke performed a ventriloquism act there in the early period before becoming Miss America 1965. Local children's television hosts Wallace and Ladmo appeared at the park virtually every weekend throughout its run, helping connect the attraction with Arizona family culture. In 1965, Legend City added the Pipeline, an approximately 1,000-foot-long skateboarding course with a gently inclined, twisting layout. The feature is remembered as an early example of a purpose-built skateboarding facility and broadened the park's recreational offer beyond conventional rides. The land's eventual redevelopment determined the park's final outcome. The Salt River Project purchased the property in 1982. Legend City continued through the 1983 season, after which SRP closed the park permanently and dismantled the buildings and attractions. The site was razed to accommodate new SRP corporate offices. Legend City therefore existed for about twenty years, from 1963 to 1983. Although it never achieved sustained financial success and underwent repeated ownership changes, it remains a significant object of local nostalgia and is remembered by former visitors as an important part of Phoenix-area entertainment history.

• 1983

  Final closure and demolition

  [1]Legend Cityen.wikipedia.org

  The park closes after the 1983 season and is dismantled to make room for Salt River Project corporate offices.

• 1982

  Salt River Project acquires the land

  [1]Legend Cityen.wikipedia.org

  The Salt River Project purchases the property, setting up the park's final closure and redevelopment.

• 1965

  Pipeline skateboarding track added

  [1]Legend Cityen.wikipedia.org

  Legend City adds the approximately 1,000-foot Pipeline, an early dedicated skateboarding facility.

• 1963

  Legend City opens

  [1]Legend Cityen.wikipedia.org

  Louis E. Crandall's Old West-themed amusement park opens on June 29 on the Phoenix–Tempe border.

• 1963

  First bankruptcy

  [1]Legend Cityen.wikipedia.org

  The park enters bankruptcy approximately six months after opening, and Crandall leaves the presidency.

A locally focused Western-themed family amusement park combining rides, themed environments, live entertainment, and recreational attractions.

• Themed ride

  Lost Dutchman Mine

  A Western-themed ride inspired by the Lost Dutchman's Gold Mine legend, one of the regional stories associated with the American Southwest. It was among Legend City's best-remembered attractions.

• River ride

  Cochise's Stronghold

  A themed river attraction drawing on the historical and cultural associations of Cochise and the Arizona frontier. The ride formed part of the park's Western narrative and family attraction lineup.

• Narrow-gauge railway

  Legend City Railroad

  The Iron Horse operated on a three-foot narrow-gauge railway within the park. The train provided a family-oriented transport and sightseeing experience while reinforcing the attraction's frontier setting.

• Skateboarding attraction · 1965

  Pipeline

  Added in 1965, the Pipeline was an approximately 1,000-foot-long, gently inclined and twisting skateboarding track. It is notable as an early purpose-built skateboarding facility.

• Aerial ride

  Sky Ride

  Aerial sightseeing attraction listed among the park's principal rides. It contributed a contrasting elevated perspective to Legend City's ground-based Western attractions.

• Water ride

  Log Jammer

  A log-themed ride remembered as one of Legend City's major family attractions. It formed part of the park's broader mix of rides beyond its Western narrative.

• 1983

  Permanent closure and site redevelopmentOther

  Background

  Salt River Project acquired the land in 1982 and intended to use the site for corporate purposes.

  Action taken

  SRP closed Legend City after the 1983 season and dismantled and demolished the park.

  Aftermath

  The land was redeveloped for SRP corporate offices, ending Legend City's operation permanently.

  Source

• 1963

  Post-bankruptcy ownership transitionOther

  Background

  Legend City encountered financial distress within its first six months and entered bankruptcy, making a change in leadership and ownership necessary.

  Action taken

  Louis E. Crandall departed as president, and the property moved into a series of new ownership arrangements.

  Aftermath

  The transition began the park's long sequence of reorganizations and repositioning efforts.

  Source

• Repositioning as a children's theme parkStrategy

  Background

  After Sam Shoen acquired the property, the park needed a stronger operating and promotional proposition.

  Action taken

  The park was reopened with a child-oriented theme-park presentation, with promotional work handled by U-Haul's private advertising agency, A&M Associates.

  Aftermath

  This period is described as Legend City's most successful phase, although it did not produce lasting financial stability.

  Source

• Conversion into a ride demonstration parkStrategy

  Background

  Mitsubishi Corporation acquired Legend City after earlier operating difficulties and ownership changes.

  Action taken

  The property was used as a show park where Mitsubishi could display amusement rides to prospective buyers.

  Aftermath

  The model was not sustained; Mitsubishi eventually abandoned the property, which fell into disrepair.

  Source

1. 1Legend Cityen.wikipedia.org