Our Texas Longhorns are growing like crazy

Join High Chaparral's Texas Longhorn this summer

In Texas, you'll meet our amazing Texas Longhorn, whose horns can have more than three meters between the tips. Ours aren't quite that big - yet, but they're growing like crazy! High Chaparral's Texas Longhorn boys moved in during the summer of 2021 and are all named after Texas cities: Valentine, Dallas and Austin. Can you guess who's who?

In Texas, in addition to visiting the animals, you can also play Ranch Memory, go on an exciting quiz course, eat something tasty at Minnie's Café or perhaps set up with take-away or your own picnic at one of our cozy picnic spots.

Facts about Texas Longhorn

Texas Longhorn is a unique and very distinctive cattle breed from the American Wild West. It is believed that the breed originated from descendants of cattle brought over by Spanish conquistadors in the 16th century. These cattle then mated with British cows left behind in the early 17th century. Texas Longhorn is considered to be the only cattle breed in America that – without human intervention – is truly adapted to America.

The animals weigh between 450-950 kg and reach about 1.5 meters in height at the withers. Their color can vary from different shades of yellow, to brown, black, grey, red and white shades, and they can be both solid and multicolored. However, mixtures of dark red and white colors are most common.

Intelligent and easy to work with, Texas Longhorns can be used to pull carts - and indeed even to ride on.

High Chaparral is investing in the dining experience and recruiting for the summer

The Wild West park High Chaparral wants to create a better dining experience for the summer. New for the summer is new leadership for food and beverage, complete renovation of the restaurant, new flows, better routines and updated menus. Recruitment of seasonal staff for the summer is in full swing, and as part of further developing the food offering, a permanent chef is also being recruited.

High Chaparral is currently undergoing a major transformation of the dining experience. Among other things, the burger restaurant Old Dave's Hamburgers is being completely renovated, a new serving area for 200 people is being created, a new food concept is being introduced at Restaurante Cantinan in Old Mexico, new equipment for the majority of the theme park's 18 dining venues is being acquired, new routines are being created and the menus are being updated.

- We are investing heavily to create a faster and better dining experience for our guests and to provide our employees with better conditions and a stimulating work environment," says Wisam Salim, Food & Beverage Manager, who joined High Chaparral in November last year.

The work is guided by a new food experience policy document, focusing on sustainability, nutrition, locally sourced and fair trade products, and a balanced food offer based on visitor preferences.

The à la carte restaurant Diligensen is back open for the whole season, and new this year, the Saloon Cheyenne will also be open from opening day on May 26 until the end of the season on September 5.

Recruitment is currently underway for a year-round chef and over 100 staff to work in the park's restaurants and kiosks. The deadline for applications is February 28.

Fredrik Jonsson new HR Manager at High Chaparral

Next week, Fredrik Jonsson will take up the position as HR Manager for the Småland theme park High Chaparral. Fredrik Jonsson has many years of experience as HR Manager at Astrid Lindgren's World and comes most recently from a position as HR Manager at IKEA.

In addition to the theme park's year-round employees who are now in full swing planning for the summer season, High Chaparral employs more than 350 seasonal employees each year for services such as theater, dining experience, retail operations, animal care and more. High Chaparral is a theme park unlike any other, where every employee contributes to creating an adventurous and fun experience in the Wild West for families with children.

- Our employees are our most important asset. Our goal is to create an increased structure with clear routines and processes, and with Fredrik Jonsson as HR Manager we have very good conditions to succeed. Fredrik Jonsson has many years of experience in developing value-driven organizations in a structured way and creating the right conditions for our employees to thrive and develop," says Mathias Bergendahl, CEO.

In addition to his new position as Head of HR, Fredrik Jonsson will also take a seat on the company's management team.

- "I am extremely excited about the opportunity to return to the hospitality industry and in particular to such a well-known and established brand as High Chaparral. I am really looking forward to being part of the development journey that the company has now started where resources are added to develop and improve the employee experience. I am passionate about working in a value-driven business and in High Chaparral I have found the right opportunity for that, says Fredrik Jonsson.

In connection with Fredrik Jonsson taking up his position, Staffan Svensson, formerly Head of Theater and HR, is moving to a dedicated position as Head of Theater. The change is part of an increased investment in the theme park's current and future theater and entertainment offerings.

Hanna Forthmeiier new marketing manager at High Chaparral

The Småland theme park High Chaparral has appointed Hanna Forthmeiier as marketing manager. Hanna Forthmeiier comes from a long-standing position as marketing coordinator at Din Maskin AB in Värnamo and has previously worked with destination marketing at Jönköping University.

High Chaparral is a strong brand in the family segment. This is proven not least by the fact that High Chaparral has been named either the Nordic region's or Sweden's best theme park for six years in a row in the Stora Barnsemesterpriset vote by Barnsemester.se.

To further strengthen positions and achieve increased awareness in the segment, in parallel with the work to further develop the customer experience, High Chaparral is now investing further in marketing and communication. In addition to marketing manager, Hanna Forthmeiier will be part of the company's management team.

- I am really looking forward to working with a brand as strong as it is storied towards the vision of becoming the world's best Wild West for families with children," says Hanna Forthmeiier.

- "We are very pleased to welcome Hanna Forthmeiier to our theme park. With a broad and solid academic, strategic and operational background in marketing, Hanna Forthmeiier is just the right person to lead our marketing and branding work to new heights, says Mathias Bergendahl, CEO.

High Chaparral a theme park for families with children unlike any other. A visit here is an experience for all the senses, and the whole family can experience the real Wild West as it once was in mid-17th century America. Everything in the park is themed to reflect the Wild West as much as possible, giving guests an adventurous and fun experience. In the summer of 2021, the Wild West park was visited by 173,575 visitors, an increase from the previous record of 165,000 set in 1990.

High Chaparral enlists the help of Danish CompuSoft to create a simple and smooth booking experience for visitors

For the summer of 2022, High Chaparral is making a major investment on a broad front to create a positive experience for the theme park's visitors. An experience that starts from home at the time of booking and continues during the stay. An important part of the development work is the digital customer journey and High Chaparral has therefore signed an agreement with the Danish system supplier CompuSoft A/S, which includes online booking of entrance tickets and accommodation as well as restaurant cash registers.

- The most important part of our procurement was to be able to create an easier and smoother guest experience. CompuSoft has clearly proven to be the best option for us, both for the customer and for our accommodation staff," says Maja Welandson, Accommodation Manager at High Chaparral.

- "We look forward to working with High Chaparral to create a great digital solution for both the theme park and their customers. High Chaparral has a strong focus on digital development and we look forward to contributing to a positive guest experience, says CompuSoft CEO Thomas Traberg-Larsen.

CompuSoft's booking system will be implemented during the first quarter and is expected to be available on the theme park's website Highchaparral.se during the first half of April 2022.

High Chaparral a theme park unlike any other. A visit here is an experience for all the senses, where the whole family can experience the real Wild West, as it once was in mid-17th century America. Everything in the park is themed to reflect the Wild West as much as possible, giving guests an adventurous and fun experience. In the summer of 2021, the Wild West park was visited by 17,374 visitors, an increase from the previous record of 165,000 set in 1990.

High Chaparral's customer survey shows: 4 out of 10 visitors still want to keep their distance after the pandemic

Almost 40 percent of summer visitors still want to keep their distance in a future normal situation. This is the result of a customer survey conducted by the Wild West park in Småland during the winter. For the coming season, High Chaparral will retain advance booking and a daily visitor cap.

A customer survey asked summer visitors to the High Chaparral about their views on queues and crowds once the pandemic is over. Nearly 40% said they would continue to keep their distance and be on the safe side. More than 50% say they will continue to be cautious but will not be concerned about being in large crowds. Around 10% say that once the pandemic is over, they will return to normal and that keeping their distance will not be important or something they will think about.

During the autumn planning work for next summer, High Chaparral has already taken into account a change in behavioral patterns after two summers marked by restrictions and recommendations linked to covid-19. Early last autumn, High Chaparral announced that advance booking and a daily visit limit will be introduced permanently. As before, season ticket holders do not need to pre-book their visit.

- The customer survey confirms that the holistic approach we are now taking to further reduce the risk of queues and congestion at the entrance, shops and eateries, showarenas and activities in the park is the right way to go," says Mathias Bergendahl, CEO of High Chaparral. 

High Chaparral will open its doors for the next season on May 26, 2022.

High Chaparral a theme park for families with children unlike any other. A visit here is an experience for all the senses, and the whole family can experience the real Wild West as it once was in mid-17th century America. Everything in the park is themed to reflect the Wild West as much as possible, giving guests an adventurous and fun experience. In the summer of 2021, the Wild West park was visited by 173,575 visitors, an increase from the previous record of 165,000 set in 1990.