The Advancement of the Boutique Park Concept
When I began working full-time in the theme park industry, it was a very different business than it is today. Back then, the term “theme park” was still gaining traction - new and exciting! The amusement park industry was rooted in places like Coney Island, Pontchartrain Beach, Riverview, Palisades Park, Coney Island in Cincinnati, and also outings like state and county fairs. These all began giving way to something larger, more immersive, more sophisticated and way more exciting - Theme Parks!
Through my years in the business, I’ve watched the industry evolve from simple amusement parks (like Coney Island Cincinnati where I started) to globally recognized theme parks, then to waterparks, on to family entertainment centers (FECs), and now, smaller footprint “Boutique Theme Parks” tied to major intellectual properties. As I observe these developments taking shape in 2025, I believe we’ve entered yet another important phase of our industry’s development - Boutique Parks!
The biggest shift we all witnessed occur was the transformation driven by Walt Disney and later Universal Studios. Big parks became places not just for rides, but for fully themed, story-driven experiences. In those early years, Six Flags and Cedar Fair built their own empires, focusing on providing regional thrills. Parks grew in size, investment, and importance to both local economies and the global tourism industries. Other companies like Taft Broadcasting, Hunt Midwest, and Marriott all jumped on the theme park train, helping build the industry.
As the 1980s arrived, the business further diversified. Thanks to their affordability and mass-market appeal, waterparks developed and became popular, offering family fun during hot summer months. Then came FECs like Chuck E. Cheese, Dave & Buster’s, Boomers, Camelot Parks, and Palace Parks, who all carved out smaller entertainment space in both suburban and urban markets. These smaller-scale offerings provided easier access to entertainment without requiring major travel by offering less visit time, setting a pattern I see repeating today.
Now in 2025, we’re seeing the specific rise of this new, higher-evolved form of development I call “Boutique Parks.” These are smaller than traditional regional theme parks but tightly focused on well-known brands. The Peppa Pig Theme Park in Florida is a prime example. It is specifically designed for preschoolers and their families, featuring kid-sized rides, interactive play areas, live shows, and meet-and-greets with characters from the beloved animated series. Merlin Entertainment, the parent company, focuses on creating a "first theme park experience" for young children.
Source: Peppa Pig Theme Park
Universal Studios is doing the same, with its new family-focused park in Frisco, Texas. This new resort in Frisco, is scheduled to open in 2026. It is Universal's first theme park designed specifically for families with young children. It will feature lands based on popular DreamWorks Animation franchises like Shrek, Trolls, Puss-in-Boots, Gabby's Dollhouse, and characters from Nickelodeon's SpongeBob SquarePants and Illumination's Minions, as well as an exciting area themed around the Jurassic World movie franchise. The resort will also include a 300-room hotel.
Source: Universal Studios Destinationns and Experiences
Another concept developing is Mattel’s Adventure Parks. These parks bring together various Mattel brands like Hot Wheels, Barbie, Thomas & Friends, He-Man, and even games like Uno and Magic 8 Ball into themed rides, attractions, and experiences. The first Mattel Adventure Park is scheduled to open in Glendale, Arizona, in late 2025.
Source: Mattel
We are also seeing Netflix’s move into location-based entertainment shows, facilitating their streaming business on a large scale and with a seriousness of making this smaller park trend work. The Netflix Houses, with the first two housed in existing shopping malls, will offer immersive retail experiences and potentially other attractions based on popular Netflix streaming shows and characters.
Source: Netflix
All of these projects are addressing something I believe is key to the future of our industry. That is families looking for quicker, easier outings closer to home. We are seeing that not everyone can afford to take a weeklong trip to Orlando or Southern California. These smaller parks allow for high-quality, well branded entertainment experiences in a more accessible, less overwhelming, cheaper format.
Throughout all of these coming changes, one thing has remained constant - technology’s pivotal role in moving the industry forward. From the early Disney animatronics and single looping roller coaster engineering to today’s use of virtual reality, mobile apps, and interactive experiences, technology has made parks both more efficient and more engaging. Just visit Epic Universe. State of the Art.
Looking ahead, I believe technology will continue shaping not just the big destination and regional parks, but also these new developing smaller formats. Guests today expect convenience, mobile ticketing, personalized experiences, shorter lines, smart environments, and shorter visit times that work to the family’s needs. But keep in mind these Boutique Parks need to operate with world-class systems and service if they hope to grow and to compete.
No question about it - a new competitive dynamic is developing in our industry. These smaller parks represent both a challenge and an opportunity. Big parks will always have their place, but they are going to have to share future guest attention with these developing localized entertainment hubs. Regional operators may feel the squeeze, especially if they’ve been slow to invest in technology or theming. Also, we need to remember time and distance come into play in decisions made by guests as to where to visit in the future.
But also, this opens doors in our industry for smart partnerships, more licensing deals, and, clearly, international expansion. I fully expect to see these Boutique Park concepts expand rapidly into new USA cities, and be exported to countries like China, and through Southeast Asia, Latin America, Europe, and the Middle East (we are already seeing a smaller Harry Potter attraction happening). Wherever there’s a growing middle class looking for entertainment close to home, this Boutique Park concept can work.
I can confidently say the theme park industry has never remained still. It adapts, reinvents, and continually grows. The move toward smaller, branded parks is just the latest step in the industry’s ongoing growth story. Families today want fast, fun, memorable experiences that fit into their busy lives. Whether it’s a full week in Orlando or a Saturday visit at a Peppa Pig Park, the industry is finding new ways to deliver. From what I’ve seen, the future isn’t just about higher, longer, faster, size, or thrills - it’s about convenience, creativity, constant evolution, and yes, even downsizing venture experiences, but not the quality!
Welcome Boutique Parks to the family!
Contact ITPS
International Theme Park Services, Inc.
2200 Victory Parkway, Suite 500A
Cincinnati, Ohio 45206
United States of America
Phone: 513-381-6131
http://www.xnznkj-xf.com
itps@interthemepark.com