A Summer Tradition Begins Again
WHITEHALL — On a bright blue sky day without a single cloud overhead, Michigan’s Adventure already felt alive with summer.
School buses filled the parking lot, and students were all throughout the park as classes from around the region celebrated the end of the school year. The sounds of roller coasters, laughter, and music drifted through the midway as families and school groups moved from ride to ride.
Before even stepping fully into the park, Jill Emery pointed toward one of the first visible reminders of the changes happening this season. New signage highlighted the park’s connection to the Enchanted Parks family, including updated season pass benefits that now include unlimited visits to all eight Enchanted Parks locations, along with perks like free parking and in park discounts.
But beneath the familiar feeling of a Michigan summer tradition, something else was taking shape.
This season marks not only the park’s 70th anniversary, but also its first year under new ownership as part of the Enchanted Parks family. For many longtime visitors, the transition has sparked questions about what comes next for the beloved White Lake area attraction.
For Emery, Michigan’s Adventure Director of Marketing and Group Sales, the future feels less uncertain and more full of possibility.
“We see this as a grand reopening,” Emery said while walking around the park. “We see this as opportunity. We see Enchanted Parks looking at us with fresh eyes. There’s really a bright future ahead of us.”
Fresh Improvements Across the Park
As Emery and I walked throughout the park, she pointed out upgrades guests will notice this season, along with new experiences designed to make the park feel even more welcoming for families.
Parts of the parking lot have already been repaved. Logger’s Run recently received a full repaint, giving the longtime attraction a fresh appearance that stood out immediately in the sunshine. Scenic improvements have also been added around Grand Rapids, including upgraded rock work and restored water features.
“It was looking pretty rough, so this is a huge upgrade for us,” Emery said of Logger’s Run. “They (Enchanted Parks) really came in looking at what needed to be done, prioritizing things, and making a plan.”
The changes extend beyond infrastructure.
Michigan’s Adventure is introducing five new live entertainment experiences this summer, something Emery said represents one of the park’s biggest focuses during its anniversary season.
New Entertainment and Family Experiences
The park’s new Jet Pack Water Spectacular will feature high flying performances over the water from the nationally recognized Nerveless Nocks Flying Water Circus. Timbertown Live will bring folk and country music to the park on Friday and Saturday evenings in July with fire pits, seating areas, and performances from The Oat Bran Boys. Dockside Vibes with Johnny Breeze will add laid back lakeside music near the water.
Meanwhile, Funland Farm is returning with interactive family shows including “Udder Nonsense: Barnyard Storytime” and “The Funland Farm Radio Hour.”
Walking through Funland Farm with Emery, it was easy to see the park’s effort to create more spaces where families can slow down and spend time together between rides while still staying immersed in the experience.
The additions are part of a larger effort to make the park feel like more than just a collection of rides.
More Than Rides
That atmosphere showed throughout our walk and conversation around the park.
Employees regularly stopped to help guests with directions and questions. Team members moved constantly through the park keeping areas clean. At one point during the walk, Emery herself noticed debris on the ground and immediately stopped to pick it up before someone stepped on it.
That attention to detail reflected the larger theme Emery returned to repeatedly during the conversation.
“This is everybody’s park,” she said.
For many along the lakeshore, Michigan’s Adventure has become deeply tied to childhood memories and summer traditions passed from one generation to the next. Emery understands why emotions around ownership changes feel personal to the community.
“My first roller coaster was Corkscrew,” she said. “People care because they grew up here. Now they bring their own kids.”
Keeping the Heart of Michigan’s Adventure
Even with the changes happening behind the scenes, Emery emphasized that the core identity of Michigan’s Adventure remains the same.
“Michigan’s Adventure will continue to be the family focused park we have always been known for,” she said. “We are excited to be part of Enchanted Parks and continue to support our community, guests, and team members.”
The park is also introducing several food upgrades this year, including Detroit style pizza, walking tacos, new chicken offerings, and expanded menu items throughout the property.
Extended hours on Friday and Saturday nights during July will give guests more time to experience both the rides and the new entertainment lineup.
For Emery, however, the heart of the park is not found in a new show or attraction.
It is found at the front gates at the end of the day.
“I love standing by our exit and saying goodbye to people as they leave,” Emery said. “The kids are exhausted, covered in sunscreen and ice cream, but they’re happy. That’s the reminder of why we do this.”
Looking Toward the Next Chapter
As Michigan’s Adventure enters its 70th summer, the park finds itself balancing nostalgia with reinvestment, tradition with change.
On this particular afternoon, though, the feeling inside the gates was simple.
Summer had officially arrived. And for many families across West Michigan, that still means a trip to Michigan’s Adventure.
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