When the new carnival rides at St. Louis Union Station open over Labor Day weekend, they are keeping a larger plan on track for the storied train depot:
1. Add activities for thrill-seeking tweens and teens to the attractions at Wheel Park.
2. Pay homage to the 1904 World’s Fair.
3. Become the ultimate family destination for locals and travelers alike
“When [Lodging Hospitality Management’s] Bob O’Loughlin bought [Union Station], we knew we had something special, but we obviously didn’t have all these things planned yet,” Todd Hotaling, vice president of sales and revenue at LHM, says. “What we knew, though, is that we could expand and do things like this. And so Union Station continues to evolve, and we continue to do research across the globe on what’s working, what’s trending, what can be added, and what’s really exciting.”
Developed in partnership with Icon Experiences and St. Louis–based PGAV, the rides are $7 per go and complement the Ferris wheel, carousel, and miniature golf course to complete Wheel Park’s makeup. Further expanding on the park’s carnival theme, guests can test their skills and vie for prizes at the venue’s many themed games.
“These new rides expand our age targets,” Hotaling says. “Our Polar Express experience is amazing for 4- to 6-year-olds. The aquarium is a really great experience for kids who are 10 and under. But if you look at the attractions that we have coming on board with the roller coaster and other rides, it gets that older audience, teenagers or pre-teenagers. It’s a really great addition to the more thrilling adventures we have, like the ropes course.”
These new features are the latest to bolster the once-again thriving Union Station, a destination that consistently ranks as a top family attraction in the Midwest. Since the St. Louis Wheel and St. Louis Aquarium opened in 2019, the entertainment hub now welcomes more than 2 million guests annually to its array of rides, dining, STEM exploration, and—this past summer—a touring show from the Purina Farms Incredible Dog Team. Perhaps most special to the LHM team, however, is that the new experiences’ themes celebrate the history of the station itself.
“We were once the largest train station in the world and one of the big pieces of the World’s Fair in 1904,” Hotaling adds. “We were a big component to getting everybody into town to experience that World’s Fair, and we really wanted to highlight that history and recognize the importance of that event in St. Louis.”
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One of the details that Hotaling loves most is the tracks that have been laid into the concrete on the grounds of Wheel Park—they’re in the footprint of where the trains once backed into the train shed. With the restoration of the Grand Hall and the train cars themselves situated among the attractions, Hotaling says the hope is that families become immersed in the nostalgia of train travel, and they leave with an entertaining and an educational experience for kids young and old.
Arguably the most exciting event for guests at Union Station is the Polar Express experience, which Hotaling calls nothing short of magical for kids. It’s even inspired the destination’s next big venture. “We’re going to be expanding into more train trips and more train experiences,” Hotaling says. “Next year, we’re getting very close to launching another train event that’ll happen during the summer. It’ll be the first of its kind in the country, and you really won’t be able to get it anywhere else other than St. Louis.”
As previously reported by the St. Louis Post-Dispatch, one of the new train rides is rumored to be Harry Potter-themed.
The team at LHM encourages St. Louis residents and visitors alike to think of Union Station as a full-day or weekend trip. “With these additional attractions and the multitude of other things we have going on down there, it’s now a true multi-night stay,” Hotaling explains, “which is great for tourism, of course, and bringing folks into town. And it’s also good for the local community. We love that repeat visitor and being able to welcome people back year over year.”
Ultimately, what keeps LHM’s passion for Union Station chugging along is its commitment to hospitality. “When you can create magical moments for folks that they can’t experience anywhere else, that’s where the power comes from,” Hotaling says. “That’s where the excitement comes from.”
