Knott’s Livening Up Ghost Town : $2-Million Rejuvenation Under Way at Theme Area

Pushing frills over thrills, Knott’s Berry Farm is revitalizing Ghost Town, its largest theme area, as part of a 10-year, multimillion-dollar plan to spiff up the park, which had its beginnings 65 years ago on the late Walter Knott’s berry patch.

The $2-million Ghost Town renovation--selected in lieu of adding a costly new thrill ride--will include a new entertainment complex, a face lift of the 15-acre parcel and added retail and dining space, park officials say.

In a separate action planned for later this summer, the Buena Park attraction will move its food services division to a $12-million Placentia facility, clearing the way for a new theme area at the amusement park.

The short-term trend within the Southern California amusement industry is toward cosmetic changes and splashy promotions and away from big-ticket attractions. Although Knott’s and Disneyland are saving millions in capital costs this year, they are also remaining relatively stagnant, analysts say.

“Expansion at most theme parks is cyclical,” said Steve Rogers, executive editor at Amusement Business, a Nashville-based trade magazine. “This just happens to be a year when both Knott’s and Disney have nothing major planned.”

Still, both attractions expect attendance to jump significantly this year, largely because television coverage of the Summer Olympics in Los Angeles last year is proving to be a magnet for tourists this year. Disneyland, which reported a record-breaking Easter week, expects a record 12 million visitors this year. Knott’s reports attendance so far is up more than 18% from last year.

Attendance Woes

Attendance was down substantially at Disneyland last year and Knott’s saw only a fractional increase. Because of disappointing attendance last year, the big bucks required for major improve

ments simply aren’t there, say officials from both parks.

“In the next year or two, we probably won’t see new $4-million or $5-million rides,” said Steve Knott, chairman of the Knott family committee and grandson of Walter Knott, the park’s founder. “We’re looking at slower growth and a general upgrading of the park,” he said.

Similarly, Disneyland is adding no major attractions this year, but has opted to bolster its entertainment and promotions, said Bob Roth, a Disney spokesman. “From a business standpoint, we have to look at whether there are things we can do other than building multimillion-dollar rides to give us a better return on investment.”

Disney is in the midst of a $12-million prize giveaway, funded primarily through the extra dollar it added to admission (now $15) this year. Eighteen months ago, the Magic Kingdom pumped more than $55 million into a costly renovation of Fantasyland and is expected to spend at least that much next year to build new Tomorrowland attractions in consultation with George Lucas, director of Star Wars.

May 25 Completion Set

The Knott’s upgrading, scheduled for completion May 25, is the third part of a multiyear expansion plan that began shortly after Terry E. Van Gorder--who joined Knott’s as general manager in 1983--was named president in 1984. The former president of Six Flags’ Magic Mountain helped develop the highly successful $12-million Camp Snoopy in 1983, then oversaw a major redesign of Knott’s Berry Farm’s Market Place retail area in 1984.

The overhaul at Ghost Town will include a new entrance to the park’s oldest and most popular theme area, which will be renamed Ghost Town Alive.

Also, the Jeffries Barn, a former retail shop, will be converted into a 400-seat theater-in-the-round. The Calico Barn, an area that has been used for evening square dancing, will be redesigned into an arts and crafts center. And the Blacksmith Shop will be enlarged into a handicrafts store.