Lagoon's legacy: 3 generations of family business

SALT LAKE CITY — Julie Freed's earliest childhood memories were like magic to her. Strolling the streets of Lagoon, riding the kiddie rides and enjoying time with her family: It was a time to remember.

For three generations, the Freed family has owned and operated Lagoon. Through good and bad times, the owners have tried to ensure that Lagoon is a space where everyone who walks through the gates feels like a member of the family.

A family legacy

The Freed family purchased Lagoon shortly after World War II. Peter Freed, Julie Freed's grandfather, teamed up with his brothers to lease the property from the Bamberger family, who created the amusement park, and reopened the park post-war. The Freeds excitedly opened the gates and waited for guests to come.

"(Peter) was greeting people at the front gate and counting behind his back how many people came to the park. Fifteen people came to the park that day, and they thought that was the greatest thing ever," Julie Freed laughed.

Soon, the Freed brothers gained ownership of the park. Since then, the Freed family has been involved in nearly every aspect of Lagoon.

"We all wear a lot of hats in the park," said Julie Freed, currently director of special events. "It really just depends on the season and time of year."

She is surrounded by family at work. Around 90% of the management areas of the park are run by a Freed family member — be it a cousin, aunt or other extended family member. Kirsten Freed, Julie Freed's aunt, is currently president of Lagoon. She is one of the only female presidents of a theme park in the entire country, according to Julie Freed.

Innovation and growth in the park

Since the Freeds purchased the park, numerous changes have been made. One of the largest events in helping Lagoon evolve was the building and opening of Cannibal.

"Cannibal took seven years to build, and it was our first big ride that we designed and built in-house. That is not common within our industry," Julie Freed said. "The industry standard is you buy a ride from a manufacturer, ship it here, put it in and that's it. But, we wanted to do something different."

In preparation to build the ride, Lagoon built the beach-themed coaster BomBora in-house to test if a feat like Cannibal would be possible. The ride was a hit and the experience encouraged the team to continue creating and innovating.

During construction, Lagoon's team built the ride with over 75% of materials sourced from local vendors. The risk of building the ride in Utah paid off, and at the time, Cannibal held the national record for the largest inverted drop coaster.

"Cannibal really put us on the map. I think that's what got us the national attention," Julie Freed said.

Award-winning coaster

Lagoon's Cannibal coaster finally opens

Following a delayed opening because of prolonged testing and adjustments, Lagoon's newest attraction, Cannibal, opened for all parkgoers in July 2015.

With the success of Cannibal, the Freed family soon began working on Primordial. The technologically advanced coaster would include projections, a mountain landscape and state-of-the-art technology from some of the industry's best designers. The eight-year journey to build the 5,000-square-foot Primordial also paid off, with the coaster even winning USA Today's best new attraction award.

The attraction also holds a deep, emotional meaning for the Freeds. Julie Freed's father, Dave Freed, played a large part in the construction of the ride.

"My dad passed away before Primordial opened. It was such a bittersweet opening. … It was all we talked about and all we thought about," she said. "Up until the day he passed, he was asking for pictures and to see what was going on."

This year, Lagoon has continued innovating, with three new rides opening in Pioneer Village and a new candy shop and the Peacock Parlor opening near the park's entrance.

'Built for families'

Lagoon has remained a Utah staple for years. Throughout their ownership, the Freed family has tried to make sure each guest feels welcome in the park.

"We are a family-run business built for families. Our goal is to have something for someone at every age, whether it's a baby, an 8-year-old, a 16-year-old, parents or grandparents," Julie Freed said.

The park continually tries to cater to the Utah demographic, even boasting one of the largest kiddie-lands in the country, according to Julie Freed. Other favorite rides include those on the National Registry of Historic Places: the wooden roller coaster, the carousel and Flying Aces.

The carousel also has a special place in the Freed family's hearts. Julie Freed, her son and her father each have a photo of themselves, around the age of 2, on the same animal on the Lagoon carousel.

"A lot of amusement parks don't hold onto their older rides because they're incredibly difficult to maintain," she said. "We have these rides that are nostalgic that we've tried to keep. We have a blend of old classics with new, big and fun."

The park's future

Throughout the generations of owning the park, the Freeds have seen ups and downs. Bringing out all their full-time employees during the COVID-19 pandemic to run rides, teaching the younger generations how to take care of the park, and knowing long-time employees by name has bonded the family even closer together.

"I can't imagine a more rewarding job. It's so cool to see how happy kids are. It's so special to us. We know some families save all year to come to Lagoon," Julie Freed said. "... I'm honored to be a part of it. Lagoon is my park just as much as it's your park, as it's my son's park. We're here for the people."

The Freeds hope to keep the park family-owned for generations to come. In doing so, they have been able to build rides on location, allow families to bring in food and have more creative control over the park. Additionally, they have led the hiring process of their employees, with most of them coming from Davis County.

"We have such incredible people working here. I genuinely feel like everybody here is a family member. … We even refer to it as our Lagoon family," Julie Freed said. "We are so fortunate. I don't know another company that has such loyal, dedicated employees. We couldn't do it without every single person."

Ultimately, Julie Freed and her family hope Lagoon can be a family-gathering space for years to come.

"I want this to be a place where everyone feels welcomed and feels like they belong here," she said. "I want families to come and make memories."

Related topics