The parent company of Dollywood, the Hershend Family Entertainment Corporation, has recently closed two amusement parks in Georgia. The entertainment venues, Malibu Norcross and Mountasia, have ceased operations, as reported by WSB-TV. Both parks were part of a larger acquisition in May 2023 when Hershend acquired Palace Entertainment’s 24 parks and attractions across the United States.
Malibu Norcross, located in Gwinnett County, is known for its arcade and go-kart facilities, while Mountasia, situated in Cobb County, offers a variety of family entertainment options. This decision to shut down these centers follows a shift in operational focus for Hershend, which has a reputation for managing different types of entertainment attractions.
In a statement to WSB-TV, Andrew Wexler, CEO of Hershend, expressed gratitude for the contributions these centers made to their communities. “These centers have played an important role in their communities, and we’re incredibly grateful to the hosts who’ve created so many joyful memories for families,” Wexler said.
He further clarified that the closures are not indicative of the quality of service provided at Malibu Norcross and Mountasia. “This decision is in no way a reflection on the hosts or the quality of the experiences offered, but rather a recognition that Family Entertainment Centers operate differently than the types of attractions we are best structured to support,” he added.
Hershend Family Entertainment, which operates Dollywood in partnership with singer Dolly Parton through her Dolly Parton Productions company, is well-regarded in the amusement industry. The company also owns several other parks and attractions, including notable venues like Dutch Wonderland and Kennywood, which were also previously managed by Palace Entertainment.
The closure of Malibu Norcross and Mountasia marks a significant shift in Hershend’s operational strategy as it refocuses on aligning its portfolio with attractions that match its business model. As the entertainment landscape continues to evolve, the company aims to enhance its offerings and maintain high standards at its remaining venues.
