High Chaparral gears up for the high season: Premiere of the Wild West traveling circus company and evening entertainment with international and Swedish artists

For the high season that starts tomorrow, High Chaparral is gearing up with brand new features. This year's big news is the Fitcher Sisters Traveling Circus and Variety Show, a traveling circus company with elements of aerial acrobatics and singing, magic tricks and sword swallowing. After the park closes, country music awaits outside the saloon and at the campground.

New this year, a group of nationally and internationally acclaimed musical artists will perform around the park with elements of acrobatics, magic and song.

- We are very proud to be able to present such a well-qualified group of performers here at High Chaparral. With experience from stages around the world, such as the world-famous Cirque de Soleil, our very own circus company here in the Wild West is guaranteed to amaze and astound our guests," says Mathias Bergendahl, CEO.

This year, High Chaparral is also investing heavily in evening entertainment. Every night until August 13, this year's evening entertainment outside the Cheyenne Saloon and at the campground will be country music. This year's performers include Doug Adkins, an American country artist from Montana.

The initiative is part of High Chaparral's Back to basics to the new normal, where High Chaparral once again presents action-packed Shows mixed with new elements based on lessons learned and experiences from two seasons marked by the pandemic when ingenuity and creative solutions made it possible for 2021 to be High Chaparral's best year ever.

High Chaparral's less plastic in the park initiative: Powder kegs - the sustainability news of the year - are a big hit in the Wild West

Many firecrackers are used in the Småland Wild West. In previous years, the plastic has often ended up on the ground, but this year there is a marked difference in the park. To reduce plastic in the park, High Chaparral has placed 50 powder kegs in the park and at the campsite. The initiative has paid off, and High Chaparral is now ordering more powder kegs.

- Plastic has been a recurring problem year after year, but this year we are proud to see how much cleaner and nicer the park is. It is clear that especially the younger generation wants to contribute to a more sustainable environment, and it is with great pleasure that I every day see children who, together with their parents, put the gunpowder containers in our new gunpowder bins, says Mathias Bergendahl, CEO.

Movie about High Chaparral's powder kegs

https://vimeo.com/719845827

High Chaparral further develops store concept: Pandemic measure becomes permanent experience store

Last year's emergency Young Guns Warehouse has evolved over the winter into a 1,000 square meter experience store filled with Wild West props and twice as many checkouts. The measure is taken to improve the customer experience while reducing the risk of queuing and congestion.

Due to current restrictions on retail locations, High Chaparral quickly moved its sales of Wild West equipment from a small store to a warehouse High Chaparral year. During the winter months, the 1,000-square-meter space has now been transformed into a Wild West-inspired experience store filled with props that reflect the era commonly known as the Wild West in the second half of the 17th century in America.

For the summer, High Chaparral is doubling the number of ticket offices to reduce the risk of queues. At the same time, this year the possibility of pre-booking Wild West equipment for pick-up in the park is further developed.

- "In many ways, the pandemic has helped us improve our operations to ensure that visitors have the best possible experience. The development from a spartanly furnished warehouse to Barnvästern is an example of something we might never have thought of if it hadn't been for the pandemic," says Mathias Bergendahl, CEO.

High Chaparral will open its doors for the next season on May 26, 2022. High Chaparral will retain pre-sales and a daily visitor limit to reduce the risk of crowding and queuing.

Film about the development from Young Guns Warehouse to Barnvästern Main street

https://vimeo.com/705853052

High booking pressure at High Chaparral: Almost four times higher booking level during Easter weekend compared to last year

At High Chaparral , bookings for the summer are at an all-time high. During the Easter weekend, the level of bookings has been almost four times as high as during Easter last year.

- Right now, it is mainly accommodation in our cabins, caravans and at our campsite that is being secured for the summer," says Mathias Bergendahl, CEO of High Chaparral.

Overall, the booking level is 43% higher compared to the same period last year ahead of the record summer of 2021.

- Booking patterns are different this year compared to last year. Before the pandemic, the Easter weekend was a strong booking weekend when many families and travel groups plan their summer vacations. What we are seeing this year is likely a return to the previous booking trend now that the pandemic has changed shape. The return of a more traditional show offering after two summers marked by the pandemic combined with our ongoing advertising campaign certainly also contributes to the rapid increase in bookings we are now seeing," says Mathias Bergendahl.

High Chaparral will retain advance booking in order to limit the number of visitors to the park. This measure is taken to improve the customer experience by reducing the risk of queuing and congestion. In 2021, High Chaparral set a new visitor record with a total of 173,545 guests.

High Chaparral opened new booking system today - retains advance purchase and visitor limit

Today, High Chaparral launched a new booking system with the ability to book accommodation, entrance tickets and Wild West equipment for pick-up in the park in one booking flow.

- We have based our approach on the customer's wishes and the experience we want to offer our guests throughout the digital journey, with the overall goal of creating a simpler and smoother booking process," says Maja Welandson, Guest Services and Accommodation Manager at High Chaparral.

The new features include a number of functions requested by High Chaparral guests. Now the

includes the possibility to book a specific cabin or campsite and a clearer overview of available accommodation and number of booked guests per day. The new booking system offers additional payment options than before, with card payment, swish, invoice and installment options.

Last season, High Chaparral introduced an online shop with the possibility of picking up products such as hats and other Wild West equipment at the entrance. The initiative was a success and this year it is possible to book accommodation, entrance tickets and Wild West equipment in the same booking flow.

- The possibility to buy toys in advance for pick-up was one of the measures we took to reduce the risk of queuing. It was much appreciated and therefore we continue to invest in this solution," says Maja Welandson.

High Chaparral will retain advance booking in order to limit the number of visitors to the park. This measure is taken to improve the customer experience by reducing the risk of queuing and congestion.

High Chaparral's new reservation system is supplied by the Danish system supplier CompuSoft A/S. In addition to the reservation system, CompuSoft provides digital food ordering and restaurant cash registers.

Press contact:

Mathias Bergendahl, CEO

mathias.bergendahl@highchaparral.se
0370-827 38

High Chaparral's Maja Welandson named one of the Young Leading Women of the Year in Jönköping County

Maja Welandson is one of this year's 20 young leading women in Jönköping County. The award was given earlier today after a nomination process during the fall and winter. The prize is awarded by Science Park Jönköping and the Jönköping County Chamber of Commerce.

Since 2014, Science Park Jönköping and the Jönköping County Chamber of Commerce have named the Young Leading Woman of the Year in Jönköping County. One of the twenty awarded this year is High Chaparral's Maja Welandson, Guest Services and Accommodation Manager for the Wild West Park.

Maja Welandson started as a café assistant in 1990. After the summer season in 1994, she transitioned to an internal sales position and then, in 2019, to conference manager. Since 2020, Maja Welandson has been Guest Services and Accommodation Manager for the theme park.

- I am extremely happy, proud and grateful. I see the nomination and appointment as something of a confirmation that my and the team's efforts contribute to the company's totality and success, and I am extremely happy for the chance to be part of the company's future development," says Maja Welandson.

- Through her positive, clear, inspiring and empathetic leadership, Maja Welandson has created a stimulating and pleasant working environment for her employees. During a special year, marked by high visitor pressure in combination with the pandemic, she has shown great problem-solving ability, creativity and professionalism. A work that has resulted in high customer satisfaction figures and increased revenue in the areas she has been responsible for, says Mathias Bergendahl, CEO.

The winners will receive a joint inspiration and knowledge trip with the opportunity for networking, lectures, training and good food.

The criteria to qualify for the list are that the nominee:

• Is a leader living in Jönköping County
• Is a woman born in 1963 or later
• Can demonstrate results of their leadership
• Is a role model in the way they act
• Has an ability to inspire those around you
• Not part of previous years' lists.

For more information on the Young Female Leader of the Year, please visit https://aretsungaledandekvinna.se