High Chaparral closes High Chaparral Citizens
The Board of Directors of High Chaparral Sweden AB has today decided to close down High Chaparral Citizens, an interest group with no formal association or club structure and with mainly adult participants.
The decision is primarily based on the company's continued development into a pure theme park aimed at the target group of families with children. The decision is also based on the results of the survey sent out in September. The results of the survey show that the company does not meet the demands of High Chaparral Citizens and that the desired future development cannot be met within the framework of High Chaparral's strategic direction.
Towards a theme park for families with children
In 1994, High Chaparral created High Chaparral brand platform with the vision of becoming the world's best Wild West. The park had previously attracted visitors to the theme park and the then nearby amusement park, as well as to a number of major events such as Western Weekend, which included High Chaparral Show and various car and motorcycle rallies. The brand platform developed in 1994 included a clearer focus on the target group of families with children.
Over the past ten years, several changes in line with the brand platform have been implemented, including the removal of the former funfair, the closure of a nightclub and the decision by High Chaparral to stop selling alcoholic beverages above 3.5% by volume inside the park.
In 2021, the vision was clarified to "The world's best Wild West for families with children," and in line with this reinforced vision, High Chaparral is High Chaparral ending the association historically known as the Western Club and, since 1992, High Chaparral , commonly referred to as Citizens.
Ten years after the brand platform aimed at attracting families with children was created, High Chaparral is now 92% visited by families, with the majority of children aged between six and nine.
The winding up of High Chaparral is therefore in line with the work that was started.
Board of Directors, High Chaparral Sweden AB