Herschend and Dollywood Take the Family Ride to a New Level

I have been a part of this industry long enough to recognize when our industry introduces an attraction that deserves attention not simply because it is new, but because it approaches the ride experience differently. Dollywood's new NightFlight Expedition may well be one of those attractions.

Opened to the public August 19 following a delay from its originally anticipated spring debut, NightFlight Expedition represents an investment of more than $60 million—the largest single attraction investment in Dollywood's history.

But the dollar figure is only part of the story. What impresses me most is the attraction's multifaceted technical approach. NightFlight Expedition is not simply a roller coaster, a water ride, a dark ride, or, for that fact, a simulator-style experience. It creatively blends elements of all of these technologies into one five-and-a-half-minute adventure. By industry entertainment attraction times, the actual ride portion of this new ride is basically the same time as the $500 Million Harry Potter and the Battle at the Ministry new ride at Universal’s Epic Universe Park.

During the NFE experience, guests soar over the Smoky Mountains, traverse a mountain ridge by coaster, encounter whitewater rapids involving more than 500,000 gallons of water, and navigate a mysterious bioluminescent lake. The custom amphibious ride vehicle, designed by Mack, is integrated with multimedia projections, onboard and offboard audio, lighting, and physical scenery. In my opinion, a truly new industry “techno” advancement!

But equally important is the phenomenal theming and storytelling. Rather than building a major ride and subsequently wrapping a story around it, Dollywood, Herschend Creative Studios, and Mack Rides have integrated the ride system into a story rooted directly in the Smoky Mountains. Guests join Cora and Jasper Oakley in their search for the mysterious Secret Lake and its bioluminescence. Even the queue participates in establishing the story before the ride begins. That is good theme park development.

It also demonstrates something The Herschend Entertainment Group is increasingly doing exceptionally well, developing attractions that belong to the place in which they are built. In my view, NightFlight Expedition cannot simply be picked up and dropped into another park without losing an important part of its identity. It feels like Dollywood, and it feels like the Smoky Mountains.

At this mature time in our industry, the family positioning may prove equally important in drawing foot traffic. With a moderate thrill level and a 39-inch minimum height requirement, this is an attraction designed to bring generations together, rather than separate the thrill rider from the rest of the family. It is also entirely indoors and climate-controlled, giving Dollywood a substantial weather-resistant attraction. It is estimated to be the size of four football fields, over one full acre indoors! From my perspective, what is also unique is that they have packed four distinctly different ride experiences (flight simulation, whitewater rafting, coaster movement, and a lake/boat sequence) into that envelope. Again, talk about techno evolvement!

Although its delayed opening cost Dollywood much of the summer benefit originally anticipated, its August debut will become particularly valuable as the park moves into its increasingly important fall and Christmas periods. A major indoor attraction of this scale gives guests another compelling reason to visit, and revisit, during cooler and less predictable weather, and during the popular Dollywood holiday programs of Halloween and Christmas.

I think it is important to view NightFlight Expedition against Dollywood's broader growth trajectory. In 2021, the company announced a $500 million, 10-year investment strategy for the destination. This attraction is another strong statement that Dollywood intends to continue evolving from a highly successful regional theme park into an increasingly powerful hybrid seasonal destination resort.

For Herschend, I think this is pioneering work. For Dollywood, it is another step forward in the expansion of their rise to the top.

And let’s be a little bit pleased for our industry because NightFlight Expedition demonstrates that the next generation of great family attractions do not have to be defined by how high, how fast, or how many inversions, but by how creatively our industry can combine technology, storytelling, physical movement, water, scenery, and emotion into one memory-making experience. Congratulations to Dollywood, Eugene Naughton, and the entire Herschend organization.

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