For more than a half-century, Rick Emmons has poured his heart and soul into every sign, graphic, mural, label, and more at Holiday World. From the smallest stickers and warning labels to the monumental 30-foot-by-30-foot Thunderbird sign or the countless murals, Emmons has been a pillar of dedication at the award-winning theme park.
Disgruntled that Old Saint Nick was absent from Santa Claus, Indiana, Louis J. Koch launched Santa Claus Land in 1946 as a roadside attraction. In 1984, the Koch family expanded the park to include the 4th of July and Halloween sections and renamed the park Holiday World.
Emmons joined the team as a seasonal employee in 1972 while still in high school. He joined the family-oriented team full-time in 1975, playing a role in the park’s exponential growth.
“I’ve done everything from safety violation graphics to menus and signs,” Emmons said. “I’ll start with the design and work through installation and then maintenance as the signs age throughout the years.”
Over the course of 50 years, the park has been a beacon of growth, adding new rides almost annually and a state-of-the-art water park in 1993. With each new addition, Emmons’ skills were put to the test, and he rose to the challenge, adapting to the park’s ever-evolving needs.
“I had to learn and grow, especially in the late ’80s and early ’90s — that was the biggest push in technology,” he said. “The park was growing fast, so technology was a necessity. I remember using hand-cranked devices to make letters before we had a keyboard. Before the technology, it was all hand-painted. Now, it’s more copy and type.”
As the park grew and the technology improved, Emmons continued to expand his skill set. Amidst all the growth, he said he will always appreciate the Koch family’s commitment to the family environment.
“This has been a family business from the beginning, and they’ve always been 100% behind me,” he said. “I’ve never taken for granted having a theme park in my own backyard. I’m happy I could be a part of it, and I’m confident it will continue for another 50 years.”
Fourth-generation owner and communications director Leah Koch-Blumhardt expressed gratitude for Emmons and his countless contributions.
“They don’t make employees like Rick anymore,” Koch-Blumhardt said. “We’re so lucky to have him as a locally grown artist on our team for so many years. It’s amazing to look through the park and see the impact he’s had.”
Koch-Blumhardt said she continually hears reports from people around the country about how the park just “feels different — like you’ve come home to your family.” She credits a lot of that to Emmons.
“He’s felt every ride logo we have – it’s incredible,” she said. “We’ve had several people pour their hearts and souls into this park and dedicate their lives to it. It’s truly something special.”
With Emmons set to retire at the end of the week, Koch-Blumhardt said they’ve set themselves up for success by adding some young talent to his team in recent years. And even though Emmons’ tenure at the park is ending, he plans to continue offering his services as a freelancer in the area.
