Magical Lands of Oz

  • Client: Oz Central, LLC
  • Location: Niagara Falls, New York


  • Strategic Development
  • Master Planning
  • Concept Development + Refinement

This immersive 300-acre destination resort draws on the rich traditions of L. Frank Baum’s world-famous Oz books, and includes a state-of-the-art theme park, uniquely themed hotels, convention center, shopping, dining, and retail all in the spirit and character of these classic stories.

Thinkwell, in a partnership with Oz Central LLC and in association with Kirk Design Inc., was tasked with master planning, attraction design and production, as well as overall character and brand development for this iconic new destination.