Amusement Park News

360 Parks acquired Wonderland Amusement Park in Amarillo, Texas, from longtime owners Paula and Paul Borchardt at the end of last year. The acquisition of this community icon ensures that the park will continue operating while receiving a much-needed refresh and other updates as it prepares to celebrate 75 years of family fun in the Texas Panhandle.

The park first opened as Kiddie Land in 1951 and was renamed Wonderland in 1967.



Jimmy Holmes, CEO of 360 Parks, says his company is “thrilled to carry on the tradition of providing quality entertainment to families in West Texas.” Citing the park's strong multigenerational roots in the region, he plans to honor its legacy while upgrading attractions and making visits more convenient. He adds, “We really like the park and the opportunities it presents, and the community has been incredibly supportive.”

Holmes describes the park as “part of Amarillo's identity,” and deserving of a fresh facelift and thoughtful planning that aligns with the city's continued growth.

360 Parks is a family entertainment company that specializes in owning and operating amusement and water parks throughout the United States, including Wild Water Adventure Park in California and Castaway Cove Waterpark.

As the company prepared to open Easter weekend, one of the most anticipated changes is something parkgoers have requested for years: season passes. Many local families already make repeated visits to the beloved park, and season passes are expected to be a significant change, encouraging return visits and making outings more cost-effective.

While most amusement parks have long offered season passes, Wonderland did not. Now, as 360 Parks has announced, “a new chapter begins April 2026.” The company's social media pages have teased that “something big is coming,” with season passes priced at $59.99. A regular single-day ticket will cost $34.99, making the season pass an especially strong value.

Another major update is the move to inclusive admission pricing. Whether purchasing a season pass or a single-day ticket, guests will now enjoy access to all rides. Amarillo residents have long requested an all-inclusive ticket, and it is finally becoming a reality. Previously, the Fantastic Journey and Texas Tornado rides required separate tickets. Both will now be included with general admission.



The Texas Tornado is Wonderland's signature roller coaster, a double-loop steel coaster ranked among the top 50 in the country. It features 2,000 feet of track and two vertical drops measuring 72 and 52 feet.

Fantastic Journey is a classic dark ride originally built by Wonderland founder Paul Roads. It includes his invention of an animated turning barrel.

Beyond the new season passes and inclusive admission pricing, Holmes says guests can expect several additional improvements when the park opens April 4. Plans include a revamped food menu, updated marketing efforts, freshly painted rides, and lighting and landscaping enhancements.



Looking ahead, Holmes notes that this year is “about celebrating 75 years of Wonderland, but it is also about showing Amarillo what the next 75 could look like.” He has discussed the potential expansion of a true water park. While Wonderland does not currently operate a standalone water park, it features five popular water rides, including the Rattlesnake River raft ride and the fan-favorite Big Splash log flume. A future expansion could utilize 11 adjoining acres next to the existing park footprint. Given 360 Parks' experience operating water parks, such an expansion could be a natural fit.

Holmes sees this future growth as essential, emphasizing the importance of building on the park's longstanding tradition of family entertainment.

For now, however, the focus remains on delivering a strong 2026 season. Holmes says, “Our top priority at Wonderland Amusement Park is delivering a reliable, memorable experience for every guest. We are focused on getting all rides up and running, enhancing the overall guest experience, and elevating our food offerings with the addition of crowd favorites like burgers and pizza.” He adds, “We are also simplifying our pricing by including all rides with admission, making it easier and more affordable for families to enjoy the park.”



Wonderland is now less than two months away from opening and is in the midst of major hiring efforts. The park is recruiting technicians and summer hospitality staff and will host a job fair on March 7. Meanwhile, from the kiddie helicopter ride to the classic carousel, rides are receiving fresh paint and technical tune-ups.

The new agreement between 360 Parks and the City of Amarillo replaces and modernizes the existing lease, which runs through 2040. The updated lease addresses land use requirements, safety standards, and maintenance responsibilities. The city will continue to own approximately 13 acres within Thompson Park where Wonderland is located, while 360 Parks will own, operate, and maintain all structures and rides. Parking will remain under city control.

The lease also allows for two 15-year extensions, potentially keeping the park operating for another 45 years. A 5-0 vote by the Amarillo City Council in favor of the agreement underscores the community's confidence that 360 Parks will guide Wonderland into its 75th season and well beyond.