For more than seven decades, Wonderland Amusement Park has been one of Amarillo’s most cherished landmarks. Opened in 1951, it has long been a place where childhood memories are made—where first roller-coaster rides spark big smiles, where families pose for photos dripping with melted snow cones, and where the familiar click-clack of ride chains marks the start of summer. Now, this beloved destination is on the cusp of significant change.
The announcement that Wonderland is up for sale has stirred both curiosity and concern in the community. While the excitement of a new chapter is certainly present, there’s also a shared hope that whatever comes next preserves the character and history that generations of Amarillo families have grown to love.
A Private Sale With Public Interest
One of the most important things to understand is that this sale is a private transaction. Wonderland is a privately owned business, operated by the Borchardt family since its creation. However, the land itself is leased from the City of Amarillo, which adds a unique wrinkle to the process. As Amarillo Mayor Cole Stanley explained, “This is a private business deal, so it’s an existing lease that you know for the sale of Wonderland between two independent parties.”
Because the park sits on public parkland, the city is essentially the landlord in this arrangement. That means the city isn’t involved in negotiating the sale, but it must review and update the land lease before any transfer of ownership becomes official.
Stanley clarified the city’s limited role, saying, “The city is the lease holder, so we’re a landlord of that property, and that’s really it.” In other words, Amarillo isn’t buying, selling, or brokering anything. City officials are preparing only to ensure the lease reflects the needs of the incoming owners and protects the land that belongs to local citizens.
City Council to Review the Lease in December
According to Stanley, progress between the interested buyer and the Borchardt family appears to be moving smoothly. He noted that negotiations are far enough along that the item is expected to be placed on the Amarillo City Council agenda soon.
“The parties have come together. They’ve negotiated as much as they need to. We are hearing back from them that we should be expecting to put this on December 9 for our agenda, and then we would have our lease drawn in a way where it should be a good enough template that it would fit for the future of that amusement park.”
This timeline offers Amarillo residents a clearer picture of when the next steps will occur. But what’s equally important is how firmly the city is choosing to stay out of the transaction itself.
Stanley emphasized, “We don’t want to be in the negotiations between the two parties at all. The two parties need to finalize their negotiation, and then the city won’t approve the lease until both parties are ready to settle.”
This neutral stance helps ensure the sale proceeds smoothly and privately, without unnecessary interference—while still protecting public parkland and ensuring a long-term plan is in place for the property.
A Pillar of Amarillo Tourism
Across Texas and particularly within the Panhandle, Wonderland has served as a beacon for summer travelers. According to park leaders, more than 200,000 visitors enjoy the park each year. That kind of foot traffic doesn’t just fuel nostalgia—it also supports Amarillo’s broader tourism economy.
It’s no surprise, then, that many residents care deeply about the park’s future. Mayor Stanley spoke to this community connection, saying, “It’s been ran very well for over 70 years, and so because it has that nostalgia, and it is kind of a part of Amarillo’s history, we have the interest in making sure that it stays open and that the park continues forward.”
He also reiterated that, despite the city’s interest in seeing Wonderland succeed, “it’s private. It’s nothing that the city could ever run or would ever venture over into.”
That distinction is key: the park’s charm and longevity come precisely from long-term private stewardship. The city hopes only that the next owner will continue that legacy.
What Comes Next?
As with any potential sale of a historic business, uncertainties remain. The Borchardt family, known for owning the park for decades, has chosen not to comment until a deal is finalized. As reported, they said they’ll have no comment until a deal is reached.
Still, many in the community seem optimistic. If the sale proceeds smoothly, a new owner will inherit not just a business, but an Amarillo institution with deep emotional roots.
For now, the key date to watch is December 9, when City Council is expected to review the updated lease. Once the lease is approved and the final handshake is made, Wonderland will officially begin its next chapter.
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