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Fritz’s Adventure would span 80,000 square feet among three floors.Rendering provided by FRITZ’S ADVENTURE
Fritz’s Adventure would span 80,000 square feet among three floors.

Rendering provided by FRITZ’S ADVENTURE

Former Herschend exec unveils $10M Branson attraction

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Led by a former Herschend Family Entertainment Corp. executive, officials yesterday unveiled a $10 million Branson attraction that was first teased over a month ago.

Dubbed Fritz’s Adventure, the three-story, 80,000-square-foot indoor park would incorporate such outdoor recreational activities as rock climbing, zip lining and tunnel exploration.

The project is managed by Billy Ong, a former corporate development manager for HFE Corp., the owner of Branson’s Silver Dollar City theme park. Reached last month, SDC spokeswoman Lisa Rau said via email HFE was not involved in the project.

Ong worked for the Herschend family for about 27 years until 2009, when he exited the job as the company began to gradually move its headquarters to Atlanta. Ong, who lives in Branson and did not want to relocate, said this morning he was a lead developer in the entertainment company’s Dollywood theme park, which opened in 1986.

He said a group of investors, who wish to remain anonymous, are funding the Fritz’s project and brought him on board to lead its development.

The investment group closed Sept. 1 on the purchase of the former Silver Fountain Inn along 76 Country Boulevard from a New Jersey couple for an undisclosed price. Days later, a demolition permit was secured and crews now have demolished the inn that took heavy damage in the 2012 Leap Day tornado. Ong said the inn had been closed prior to the tornado, but he didn’t know for how long.

Branson-area general contractor Matt Engram Construction is leading construction work on the project, which was designed by H Design Group LLC in Springfield.

Ong said only the concrete footing of the inn remains, and it would be crushed and recycled for use in the new building.

Some 130 elected officials, media workers and community stakeholders were on hand yesterday for the announcement of Fritz’s Adventure, according to a news release. The attraction is scheduled to open next summer.

Early last month, officials teased a “10 million family adventure attraction” but did not name the project or give other details.

Other planned Fritz’s Adventure features include a parkour area, ropes course, brick buildings for scaling, a water tower with multiple slides and an explorable, full-size airplane.

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