Fire In The Hole - Audio/Visual Experience & Commercial Campaign

In 2023, Silver Dollar City undertook a $30 million redesign of the Fire in the Hole coaster, partnering with VALIDATE to bring new life to this iconic attraction. ‍

VALIDATE’s key contributions included an original music score and immersive 360° sound design, enhancing the ride’s narrative of heroic townspeople escaping a burning town. The custom score, featuring local Ozark voices, added authenticity and emotional depth.

VALIDATE also crafted realistic video projections and screen effects, filmed with costumed actors, seamlessly integrating them into the ride’s storyline. The finale, featuring over 50 actors, celebrated the riders' triumph, transforming Fire in the Hole into a cutting-edge experience while honoring its original charm.

Beyond the ride, VALIDATE helped Silver Dollar City develop a PR, social media, and marketing campaign, helping to generate excitement with custom videos and other assets. The commercial campaign combined stunning visuals and compelling storytelling, attracting both long-time fans and new visitors to experience this exciting new chapter of Fire in the Hole.

The success of this campaign reinforced Silver Dollar City’s position as a leader in the theme park industry, showcasing the power of leveraging multi-disciplinary expertise to craft truly unforgettable experiences. The PR and social media efforts generated over 3 million organic views, amplifying excitement around the ride’s launch.

Fire in the Hole stands as a testament to the impact of collaboration, creativity, and authentic storytelling. By partnering with VALIDATE, Silver Dollar City transformed a beloved classic into a cutting-edge, immersive dark coaster that captivates guests of all ages. We are honored to have contributed to an attraction that will continue to inspire and delight visitors for years to come.