How a failed corporate expansion created a landmark of American amusement park history

History · Published 3 October 2026 Swipe more like this →

In short: Marriott Corporation once envisioned a nationwide chain of state-of-the-art theme parks to celebrate the nation's bicentennial. While most plans were abandoned, the Gurnee, Illinois location survived, evolving from a Marriott-designed Americana showcase into a Six Flags powerhouse that pioneered the world's first inverted roller coaster in 1992.

In the early 1970s, Marriott Corporation sought to capitalize on the booming amusement industry by developing a series of parks themed around American history. Architect Randall Duell designed the Gurnee site using a circular 'Duell loop' layout, which allowed staff to operate behind the scenes while guests moved between six distinct themed areas, including Orleans Place and Hometown Square. The park officially opened on May 29, 1976, following a two-year construction period that cost US$50 million and required the demolition of 12 homes to accommodate new infrastructure.

The park's trajectory shifted significantly in 1984 when Marriott, disappointed by the financial performance of its theme park division, sold the Gurnee property to Bally Manufacturing, the parent company of Six Flags, for US$114,500,000. This acquisition granted Six Flags the rights to the Looney Tunes characters, which became a staple of the park's identity. Under new ownership, the focus transitioned from immersive Americana theming to high-thrill attractions. This era saw the debut of record-breaking rides like the 1988 mega-looper Shockwave and the 1992 installation of Batman: The Ride, the world's first inverted roller coaster.

Expansion continued throughout the 1990s with the development of Southwest Territory, an 11-acre desert-themed area that introduced the wooden coaster Viper in 1995. Despite these successes, not all growth plans materialized. A 1997 proposal for a massive resort complex called Six Flags Entertainment Village—featuring a water park, hotel, and shopping mall—was ultimately derailed in 1999 after local residents voted against the project in an advisory referendum. Today, the park remains a significant regional destination, hosting over 3 million guests annually and maintaining its status as a cornerstone of the Six Flags chain.

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