Before the first child races through the castle gates each morning, Storybook Land is already alive with activity.
As the sun rises over the beloved Egg Harbor Township amusement park, employees quietly water colorful flower beds, inspect every ride, sweep winding pathways and prepare each attraction for another day of making memories. By the time the first families arrive, hours of careful work have already unfolded behind the scenes.
Guests rarely witness those early morning rituals. Instead, they are greeted by immaculate gardens, smiling employees, familiar storybook characters and an atmosphere where everything seems to unfold effortlessly.
That sense of ease is no accident.
“We love hearing people say, ‘Wow, that was so easy. They really thought of everything,'” owner Jessica Panetta said. “That’s what we want families to remember.”
It’s a philosophy that has defined Storybook Land since its opening on July 11, 1955, and one that continues to distinguish it more than 70 years later.
While countless amusement parks have closed, reinvented themselves or chased the latest trends, Storybook Land has remained remarkably faithful to the vision established by founders John and Esther Fricano. Their dream was simple but enduring: create a place where classic nursery rhymes and fairy tales could come to life in a setting designed especially for young children and their families.
More than seven decades later, that vision continues to shape nearly every decision made throughout the park.
The result is something few attractions anywhere can claim — not simply longevity, but an emotional connection that spans generations.
For many South Jersey families, Storybook Land isn’t just a destination. It’s part of their family’s story.
Grandparents who once climbed aboard the carousel or rode the train now watch grandchildren experience those same attractions with the same excitement they felt decades ago. Parents point out favorite rides from their own childhood while introducing a new generation to timeless characters, creating traditions that continue year after year.
“To know families have made us part of their traditions for three and even four generations is incredibly meaningful,” Panetta said. “That’s something we never take for granted.”
That enduring loyalty hasn’t happened by chance.
Although nostalgia draws many families back, Storybook Land has quietly evolved over the years, carefully adding new experiences while protecting the charm that has made it one of the region’s most treasured attractions.
Every addition is thoughtfully considered to complement, rather than replace, the park’s timeless character.
The railroad, introduced in 1996, quickly became a family favorite, taking guests on a relaxing journey through the park. The whimsical “Bubbles the Coaster” debuted in 2000 and continues to delight riders with streams of floating bubbles. Children found another place to cool off when the splash pad opened in 2006, and in 2025 the park unveiled its beautifully reimagined Cinderella-themed roller coaster, blending modern ride technology with a classic fairy tale.
Seasonal events have become traditions of their own.
Christmas celebrations, introduced during the 1980s, have grown into one of South Jersey’s signature holiday attractions, drawing visitors from near and far. Halloween festivities, which began in the mid-1990s, continue to expand each year, transforming the park into an autumn destination while preserving the family-friendly atmosphere that defines Storybook Land.
Behind every new attraction, seasonal display and special event is the same guiding principle that has shaped the park for more than seven decades: continually improving the guest experience without ever losing sight of what made families fall in love with Storybook Land in the first place.
Their family-first approach has earned Storybook Land a loyal following, not only among returning guests but also among first-time visitors who often leave pleasantly surprised by how relaxing a day at the park can be.
This season, guests will discover a patriotic addition celebrating America’s 250th anniversary. A new Americana-inspired menu features festive favorites, including red, white and blue nachos, while displays of American flags, a majestic eagle and tributes to each branch of the U.S. military create memorable photo opportunities throughout the park.
“We’re never trying to become the biggest,” Panetta said. “We just want to become better.”
That philosophy extends well beyond the park’s gates.
Throughout the year, Storybook Land partners with local schools, fire companies and organizations that serve children across South Jersey. The park also participates in Give Kids The World Village’s World Passport Program, helping provide unforgettable experiences for children facing critical illnesses and their families.
Creating an inclusive environment has become another important priority.
Employees receive specialized training to better assist guests with autism and other developmental disabilities, while the park’s Assisted Access Program helps qualifying families enjoy attractions with less stress and shorter wait times.
“We hear from families all the time that the experience feels calm,” Panetta said. “That’s one of the nicest compliments we can receive.”
Even the inevitable challenges of operating a busy amusement park become opportunities to demonstrate that commitment.
Separated children are occasionally part of any crowded summer attraction, but Storybook Land’s staff is trained to respond quickly, calmly and compassionately. Most reunions happen within minutes, giving anxious parents peace of mind and reinforcing the sense of security that has become part of the park’s reputation.
The park’s connection to the community is also reflected in one of its longest-running traditions.
For more than three decades, Storybook Land has hosted its annual Car Show on the first Sunday in July. Established by founder John Fricano Jr., in memory of his wife, Esther, the event benefits lupus research while welcoming classic car enthusiasts from throughout the region. Registered participants receive admission tickets to enjoy the park with their families, blending philanthropy with a cherished community gathering.
Just days later, on July 11, Storybook Land will celebrate another milestone as it marks its anniversary with a festive birthday celebration featuring a parade, giveaways and family activities honoring the day the park first welcomed guests in 1955.
As one season unfolds, another is already on the horizon.
“Halloween is always exciting,” Panetta said with a smile.
That forward-thinking spirit, balanced by an unwavering respect for tradition, has helped Storybook Land accomplish something few attractions ever achieve.
Recently named Shore Local’s Favorite Amusement Park, the park continues to prove that bigger isn’t always better. In an era defined by towering thrill rides and ever-changing entertainment, Storybook Land has remained steadfast in its mission to celebrate childhood, imagination and family.
Its greatest attraction isn’t a roller coaster or a fairy tale castle. It’s the feeling families take home with them — memories shared across generations, children discovering the wonder of make-believe and parents slowing down long enough to experience it alongside them.
Today Storybook Land remains exactly what its founders envisioned: a place where childhood wonder never grows old, where every detail is rooted in care and where the simplest moments often become the memories treasured for a lifetime.
