A need for more things to do in the Black Hills region. 

The Black Hills region of South Dakota, from Mt. Rushmore to Rapid City, is rich in heritage, story, and natural resources our nation is proud to share. Natural beauty paired with man-made wonder make this region a must-see for over four million American and international visitors annually. 

The Pete Lien & Sons mining company has been a fixture in western South Dakota since 1944. Over the decades, the Liens have made significant contributions to their community. Founder Pete Lien’s nine children wanted to honor their father’s legacy by creating a live-work-play destination that would welcome both residents and visitors to their beloved Black Hills.

The Big Idea: American Journeys 

The Lien family turned to Storyland Studios to master plan and design LIBERTYLAND USA, an all-American theme park that honours a wide variety of American Journeys (our Big Idea!) and anchors a broader mixed-use destination for travelers and residents to enjoy.  

“In the beautiful Black Hills of Dakota Territory, the authentic American spirit of the West begins again, allowing the world to experience freedom by making history real.”  

Storyland is known worldwide for the creative, story-driven work we deliver. But alongside our beautiful creative work, we offer multifaceted strategic development to our clients. We take an analytical approach to large-scale projects, looking at them through a developmental lens, measuring potential return on investment (ROI), and assessing other potential sources of investment.  

Early in the ideation process, Storyland Studios came alongside the Lien family to help the organisation think through the feasibility of creating a live-work-play destination. Although our Strategy Consulting practice conducts full feasibility studies in house, this project required external validation. So we connected the client with a reputable feasibility partner, providing the initial brief to kick off the work.  Additionally, our team connected the Liens with real estate professionals and consultants to identify the required work, plus routes to secure funding and approvals.   

Next, it was time to begin creative development. With a diverse array of American stories in mind, we set out to design a mixed-use development that would not only surprise and delight visitors of all ages, but would also inspire the next generation. Along with a theme park inspired by the classic American midway experience, the development will include a hotel and conference center; indoor/outdoor amphitheater; indoor waterpark; a retail, dining, and entertainment district (Liberty Village); and a themed RV resort. 

In Development: The Rapid City Destination District  

Storyland Studios is currently working alongside Darren Sloniger, master developer and managing director of Libertyland USA LLC and former CEO of Marquette Companies, to bring LIBERTYLAND USA to life.  

LIBERTYLAND USA will serve as a point of connection in the region, as well as a unifying concept. Visitors who experience LIBERTYLAND USA will be able to easily branch out to visit other attractions and iconic sites, such as Mt. Rushmore. Crazy Horse, Badlands National Park, Devil’s Tower, Black Hills National Forest, and more. 

In November 2022, the Rapid City Destination District received unanimous zoning approval. 

LIBERTYLAND USA’s annual attendance is estimated at over one million visitors per year. 

Development is set to roll out just in time for the nation’s 250th birthday in 2026. Phase one, known as the Rapid City Destination District, sits on 302.1 acres along I-90 and began in early 2025. This planned development zone is expected to double the project’s size and scope, and will include property that overlooks Mount Rushmore National Memorial. 

As part of phase one, Storyland is now engaging potential developers and operators in multiple categories: attraction, retail, dining and entertainment. At the heart of LIBERTYLAND USA, a major indoor ride experience will wow guests year-round. It’s being developed in collaboration with Storyland and Dynamic Attractions, a world-renowned attraction developer with whom our team is in advanced discussions. Dynamic Attractions has created some of the world’s most well-known visitor attractions, including The Island’s SkyFly: Soar America in Pigeon Forge, Tennessee; Harry Potter and the Forbidden Journey at Universal Parks & Resorts in Orlando, Florida; Futuroscope’s Tornado Chasers in Chasseneuil-du-Poitou, France, and many more.  

In The Press 

[Storyland Studios reveals details of LIBERTYLAND USA  – By Rebecca Hardy ] Blooloop | Tap Here To Read.] 

[Storyland Studios seeks entertainment developers for phase one of LIBERTYLAND – By Charlotte Coates ] Blooloop | Tap Here To Read.]