Silverwood Theme Park, a longtime favorite for families across the Pacific Northwest, is officially gearing up for a major transition. After more than 35 years of Norton family ownership, Herschend Family Entertainment Corporation has signed an exclusive term sheet to acquire the park. For fans of Silverwood, this moment feels both historic and surprisingly fitting, given how deeply both companies value tradition, warmth, and family-first experiences.
Silverwood has always stood apart thanks to its unique origin story. Founded in 1988 by Gary Norton and grown steadily across three generations, the park rose from a modest local attraction into one of the most successful independently run theme parks in the United States. With more than 70 attractions and the popular Boulder Beach Water Park spread across 400 acres, Silverwood has become a summertime pilgrimage for hundreds of thousands of guests each year. That kind of legacy is something Herschend says it intends to honor, not change.
Paul Norton, Chief Operating Officer of Silverwood, shared heartfelt words about the decision. He called Silverwood the family’s life’s work and explained that Herschend was the clear successor. According to Norton, the alignment in values and commitment to long-term stewardship made this an easy and confident choice. For guests who have watched Silverwood flourish over decades, this continuity in philosophy will likely bring relief and optimism.
Herschend CEO Andrew Wexler echoed these sentiments, emphasizing that this move is far more than a simple business deal. He framed it as a continuation of a legacy, guided by an understanding of what Silverwood means to its hosts and guests. Herschend’s reputation backs that up: the company operates iconic destinations like Dollywood and Silver Dollar City, and they’ve built a name around warm hospitality, innovative attractions, and multi-generational appeal.
If it feels like Herschend has been everywhere lately, that’s because they have. The past year has been incredibly active for the company, marking a wave of expansion that has caught the attention of the theme park community. In addition to their well-established brands, Herschend recently acquired Kennywood, Adventureland, and Lake Compounce. Each of these parks has its own rich history, and Herschend’s approach has generally focused on preserving their unique charm while investing in updates, storytelling, and guest experience improvements. Fans of Silverwood can likely expect a similar pattern: thoughtful enhancements rather than sweeping changes.
This acquisition also expands Herschend’s footprint across North America in a strategic way. Silverwood brings the company more deeply into the Pacific Northwest, a region they previously hadn’t anchored with a flagship attraction. That alone hints at exciting potential for new entertainment offerings, seasonal events, and possibly long-term development as they integrate Silverwood into their broader family of brands.
For now, both parties are in the due diligence phase as they work toward finalizing the transaction. While nothing changes overnight, this announcement marks a turning point that will shape Silverwood’s future. Theme park fans will be watching closely, not just because of what it means for Idaho’s biggest park, but because of how it fits into Herschend’s surprisingly busy, history-making year.
With a growing portfolio and a clear mission to bring families together through meaningful experiences, Herschend seems poised to make Silverwood’s next chapter one worth getting excited about.
