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They’ve cracked it: Israeli wonderland Magic Kass draws thousands per day

14 9 8
05.08.2022

In the Judean desert, a new oasis has been drawing thousands of visitors a day. Guests are greeted with bright lights set against the desert hills, and a name that would make any English-speaker chuckle.

Magic Kass (don’t say it too fast) is Israel’s largest indoor amusement park, nestled in the industrial zone of the West Bank settlement Ma’ale Adumim. It opened its doors in September 2021, following two years of building in the area by the Kass Group and NIS 500 million ($145 million) in development costs while the country was still living with COVID-19 restrictions and tourists were largely barred.

The theme park location, Mishor Adumim — renamed as Israel Park — was strategically selected for its proximity to Israel’s most populated city, the capital Jerusalem, and its relatively short distance from Modiin, Beit Shemesh, and other cities.

Over the summer months, Magic Kass says, it is attracting about 4,000 people a day from across Israel’s diverse communities. The place is so busy during the daytime hours that a night shift was added for equipment maintenance, safety checks, and cleaning.

The wonderland offers novelty, and — at least as important — “air-conditioning through the hot summer months,” said Tomer Mor Yosef, Magic Kass’s business development director.

“And it makes for an easy and relaxed day out for parents because everything is in one place,” he told The Times of Israel in a recent interview.

Children and teenagers are, of course, Magic Kass’s target audience. The amusement park features heavily on social media networks popular with preteens and teens, with about 1.4 million likes and close to 100,000 followers on TikTok, a social network especially popular with the 12-17 age group. Magic Kass’s TikToks show the park in action, with videos shot at quirky angles that tout fun rides, and feature the park in........

© The Times of Israel


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