Wonderland Amusement Park is under new ownership for the first time in its 75-year history. Here’s what you need to know.
Wonderland Amusement Park first welcomed visitors in 1951 under a different name: Kiddie Land. At that time, the Amarillo operation was run by Paul and Althea Roads and only included three rides—the Kiddie Car Ride, the Lil’ Dipper Roller Coaster, and the Kiddie Boat Ride—all constructed by Paul. A decade later, numerous attractions were added to the park and it received the moniker most locals know it by today. Paul and Althea’s daughter, Paula, eventually took over Wonderland alongside her husband, Paul Brochardt, and the new duo successfully ran the business for years.
Now, 75 years after it opened in the Texas Panhandle, Wonderland Amusement Park is ready to dish out a heaping serving of fun to a whole new generation of Texans. After ownership passed to 360 Parks in December 2025, extensive renovations were made to ensure that the rides, technology, food, beverages, and entertainment were at their absolute best. Jimmy Holmes, who is the CEO and owner of 360 Parks, said that the April 3 reopening wasn’t “just about opening a park, but it’s about honoring a legacy and beginning a new era.”
Amarillo residents who had grown up visiting Wonderland and held fond memories of their time there reminisced with one another on social media. One person said they used to go with their parents when they were a kid, and now that they were a parent themselves, they were looking forward to carrying on the tradition with their own family. Another said that they had 71 years worth of memories at the park and were hopeful about its “bright future.” Amarillo’s Mayor, Cole Stanley, said it was important to honor the Roads and Borchardts and to acknowledge what they were able to create for generations of residents. At the grand opening ceremony, he told the Borchardts that their family has meant so much to so many people.
Now, 360 Parks is hoping to carry that legacy forward with water slides, roller coasters, mini-golf, and more.
Wonderland wants to keep Texas traditions alive
Around 200,000 people head to Wonderland each year, and Jimmy Holmes acknowledged just how impressive a feat it was for Paula and Paul Borchardt to keep 30+ amusement park rides up-and-running for as many years as they did. After 360 Parks purchased the nostalgic venue, Holmes said he and his team worked “around the clock, getting the rides up and running, improving infrastructure, enhancing food and beverage, upgrading technology and refreshing the overall look of the park.” While they were doing all this, they remained focused on the importance of Wonderland within the Amarillo community.
“For 74 years, (the Borchardts) created a place where generations of families have made lifelong memories. That’s incredibly rare these days and something we deeply respect,” Holmes said. Paul Borchardt said he was touched to see how his family’s traditions and morals were being kept alive by the new owners. 360 Parks retained workers who had been there for years, which was especially meaningful to the family.
When looking back on Wonderland’s success, Paul believes it had everything to do with the hard work of those who helped grow the business little by little over the years. “We’ve seen it grow from three rides to 32, and that’s what makes it a different experience than most people can get anywhere else in Texas because it was hands-on, family run and we had a smaller population base,” he said. It’s these exact qualities that will hopefully continue to propel Wonderland Amusement Park to new heights and leave lasting memories in the minds of new generations year after year.
