Herschend Family Entertainment Corporation, the world’s largest family-owned themed attractions company, has officially completed its acquisition of Palace Entertainment’s 24 U.S.-based properties. The transaction, first announced in March, represents a transformative milestone in the company’s history—one that aligns with its longstanding mission of “Bringing Families Closer Together by Creating Memories Worth Repeating®.”
With this acquisition, Herschend’s footprint now includes 49 properties across the United States, supported by over 22,000 team members (“hosts”) who welcome nearly 20 million guests each year. This bold step forward coincides with Herschend’s 75th anniversary, marking a double celebration of legacy and future growth.
A Focus on People, Not Just Properties
“This is a landmark moment—not just for Herschend, but for every host, guest, and community we serve,” said Andrew Wexler, CEO of Herschend. “To us, this is so much bigger than adding attractions to our portfolio of family brands—growth is about people. It’s about creating a great place to work so our hosts love what they do and can create memories worth repeating for our guests for generations to come.”
The integration of Palace Entertainment’s U.S. attractions will be guided by Herschend’s signature approach: slow, thoughtful, and people-focused. This season will serve as a transitional period, during which the company will listen, learn, and build relationships with new team members and guests.
Familiar Fun with a Fresh Foundation
Guests visiting the newly acquired attractions can expect the same beloved experiences and welcoming atmosphere they’re used to, now reinforced by Herschend’s company values and commitment to excellence. While changes won’t happen overnight, the foundation is being laid for long-term enhancements and a seamless guest experience across all properties.
“Our purpose has carried us through both bright seasons and challenging ones—and it will continue to guide us as we move into this next chapter,” added Chris Herschend, Board Chair and third-generation owner. “We’re focused on doing what’s right for the business, our hosts, and the communities we’re honored to be part of. This process will take time, and we know we will not get everything perfect, but we are committed to listening, communicating and continuously improving.”
What’s Next?
While no specific rebranding or operational changes have been announced yet, Herschend leadership has emphasized that the heart of this transition is about connection: with guests, hosts, and the broader communities each attraction serves. As the summer season ramps up, guests can expect continued hospitality and an open-door approach to feedback.
For a company that started with a single cave tour in Missouri, this acquisition marks not just expansion, but evolution. With 75 years behind them and a revitalized vision for the future, Herschend is doubling down on what they do best—delivering unforgettable, family-friendly experiences rooted in purpose, people, and play.
Stay tuned for updates on how this acquisition will shape your favorite destinations—and possibly bring new adventures to a location near you.
