Park plans in Oklahoma pique curiosity, skepticism

A Missouri entrepreneur plans to build a world-class tourist attraction six miles east of Vinita in sparsely populated northeast Oklahoma off Highway 60 — formerly the famed Route 66 — just a short distance from Northwest Arkansas.

The 1,000-acre American Heartland Theme Park and Resort will include a 125-acre theme park that officials said will be comparable to top resort destinations, including Magic Kingdom and Disneyland.

The development will be in phases, starting with a large-scale RV park with cabins in spring 2025 and the theme park and resort in 2026. Other aspects include a 300-room hotel and a modern indoor water park.

Developers said the project will create over 4,000 jobs and elevate Oklahoma’s tourism industry. The publicity following the announcement has come from coast to coast.

But what, if any, will the impact on Northwest Arkansas be? That’s been a popular question (among many) after the July 19 announcement, which was greeted by excitement and skepticism, notably due to the location and price tag — a reported $2 billion.

THE MONEY MAN
The developer is American Heartland, an affiliate of Mansion Entertainment Group, a performing arts, animation and studio brand based in Branson, Mo.

The critical figure is Gene Bicknell, an uber-wealthy businessman, entrepreneur and philanthropist who is Mansion Entertainment Group’s founder.

Bicknell, 90, made his name (and wealth) through various endeavors. Notably, he once owned the world’s largest chain of Pizza Hut franchises through the company NPC International Inc. In 2006, Forbes reported that Bicknell sold his interest in NPC International to Merrill Lynch Global Private Equity. NPC was the largest Pizza Hut franchisee then, with 790 stores in 26 states.

Other Bicknell family members have enjoyed lucrative careers in business and entrepreneurial ventures.

Mansion Entertainment Group’s news release announcing the project estimated the investment to be more than $2 billion. Steve Hedrick is the executive producer of the design team for the project. He told a Tulsa World reporter that Bicknell is the sole funder.

“Right now, we have a financial backer of one,” Hedrick told an interviewer. “And that’s Gene Bicknell. He’s been our benefactor.”

Bicknell was born in Picher, Okla., and made his way as an adult to Pittsburg, Kan., where he remains well known in the region for his philanthropy and his support of the arts, athletics, education and civic initiatives.

The region includes Joplin, Mo., just 20 miles to the east. Toby Teeter grew up in the Joplin area. He was CEO of the city’s chamber of commerce before relocating to Northwest Arkansas in 2021 to become the inaugural director of the Collaborative, a University of Arkansas education and research presence and catalyst to propel the state’s innovation ecosystem in Bentonville.

Teeter wasn’t surprised when he heard about Bicknell’s involvement in the Oklahoma theme park.

“There have been rumors of a Disneyland-type heartland theme park for 20 years,” he said. “I assume those rumors related to Gene. I’m confident he and his team have been noodling on this for decades.”

NWA BENEFIT
Teeter said he doesn’t view the American Heartland project as a pie-in-the-sky endeavor, though he was unsure what the economic impact might be on Northwest Arkansas.

“[Bicknell] has the capital and connections to pull something like this off,” he said. “That family does have that kind of wealth. But in reality, it’s no closer [to Northwest Arkansas] than Branson. I don’t know of the economic impact it will have. Maybe some Northwest Arkansas engineers and contractors could get some contracts?

“I don’t know that we are within commuting distance for labor. [But] it will be entertainment, and people in Northwest Arkansas will go check this thing out.”

Molly Rawn is the CEO of Fayetteville’s tourism department, Experience Fayetteville. She also noted the distance similarities between Branson and the proposed American Heartland Theme Park.

“I would expect the impact will be similar,” she said. “It will likely have a moderately positive impact on Fayetteville tourism as families and tour groups sometimes stop in Fayetteville while traveling to and from a theme park destination. Fayetteville’s primary target tourism audience will continue to be Razorback sports, outdoor enthusiasts like cyclists, those seeking live music and theatre, and those seeking authentic cultural experiences.”

Kristy Adams, a Mansion Entertainment Group marketing executive, confirmed that the holding company owns the land near Vinita but did not disclose acquisition details, including the cost.

Developers expect American Heartland to attract more than 4.9 million guests annually to Oklahoma.

AGGRESSIVE GOALS
Teeter said American Heartland targeting Oklahoma for development is a significant detail.

Mansion Entertainment Group’s website proclaims it’s “on the verge of becoming the most powerful entity in family entertainment, with its unparalleled expertise across film, television, animation, music, theatre, and family immersive entertainment experiences.”

Teeter said those aspirations square with Oklahoma having the nation’s most aggressive tax credit/cash rebate law for movie production.

In 2021, the Filmed in Oklahoma Act created one of the most competitive film incentives in the nation. Productions can receive a cash rebate of up to 38%. Incentives include operating in a rural community or small municipality, using an Oklahoma soundstage, TV production, multi-film deals and post-production work in Oklahoma, including Oklahoma music.

“I think that’s super relevant to Gene’s development,” Teeter said. “The theme park [renderings] could double as a movie set. I know he has film aspirations, and Oklahoma has gotten super aggressive with cashbacks. That’s why so many movies have been filmed in Oklahoma in the past couple of years.”

Still, others seem doubtful about the project. Dennis Speigel is a consultant and founder of the largest international amusement park trade group, International Theme Park Services Inc.

Speigel told Oklahoma City ABC affiliate KOCO-TV that northeast Oklahoma doesn’t have the population to justify the project’s size. He said the theme park’s potential will also be limited by market saturation and too much competition.

KOCO also reported that Speigel believes American Heartland’s projection of 4.9 million annual visitors is unrealistic.

And, Speigel told the TV station he thinks there’s a “less than 5%” chance that American Heartland will be built.

A spokesperson for the park told KOCO reporters that Speigel’s opinion was wrong and “multiple feasibility studies back that up.”