Daniel Berg Takes Over as CEO of High Chaparral

After serving as CEO of both High Chaparral BLS, Emil Erlandsson is now handing over the leadership of High Chaparral AB to Daniel Berg, who most recently served as park manager within the organization.

Daniel Berg has been with the company for several years and has served as park manager for the past two years, with overall responsibility for the day-to-day operations of High Chaparral AB. He is now taking the next step and assuming the role of CEO of this well-known brand.

“As the Group grows, we need to have competent people in all our key roles. Daniel has shown strong growth during his time at High Chaparral has my full confidence to take over as CEO. I look forward to following the continued development of the business under his leadership,” says Emil Erlandsson.

For Daniel Berg, this new role represents both a great responsibility and an opportunity to continue developing the business.

– High Chaparral one of Sweden’s most unique experiential destinations, with a rich history spanning generations. Being entrusted with the responsibility of leading the business forward is both an honor and an inspiration. “My ambition is to work with our employees to continue developing the entire experience—from the theme park to conferences, meetings, and major events like our country festival. We will preserve what has made High Chaparral by so many, while strengthening our position and continuing to create new experiences and long-term growth for the future,” says Daniel Berg.

In recent years, High Chaparral has High Chaparral several major initiatives. Among other things, its conference operations have expanded with the construction of a new conference center, while High Chaparral has established itself as Sweden’s leading country music festival. The theme park has also continued to invest in shows, activities, and immersive experiences to create memorable adventures and experiences for families with children.

Further investments are planned for the future. The plans include a new cottage village with 34 fully equipped cottages and approximately 1,300 new campsites to meet the growing demand.

“We’re seeing growing interest in High Chaparral, the Wild West, country music, and unique experiences. To continue growing, we need to invest in both accommodations and infrastructure so that more guests can enjoy what we have to offer,” says Emil Erlandsson.

Daniel Berg will assume his new role effective June 25, 2026