Elitch Gardens - Mulvihill/Gurtler Ownership

Mulvihill/Gurtler Ownership

In 1916, the park was sold to John Mulvihill, with a provision stating the name could never be changed. New attractions appeared, including the fabulous Trocadero Ballroom in 1917, and two Philadelphia Toboggan Company creations: the Wildcat roller coaster — designed by Herbert Paul Schmeck — in 1922 and a new carousel in 1928. This carousel is still operational at Elitch Gardens. It was during this time the park's enduring slogan was first popularized: "Not to See Elitch's is Not to See Denver."

As floral gardens were expanded and greenhouses built, Elitch's became a commercial florist. Mulvihill died in 1930, and the park's ownership transferred to his son-in-law Arnold Gurtler.

In the mid 1930s, the zoo portion of the park was discontinued, with the space being used for more formal gardens (and rides). A giant floral clock was added and the Trocadero Ballroom became a regular stop for touring big bands and home to An Evening at the Troc, a weekly radio broadcast. During this classic period of Big Band Jazz and Swing, the Trocadero Ballroom became a famous summertime night spot as its seemingly endless succession of brilliant stars provided countless hours of live national radio broadcasts in an age before television.

In 1945, management was assumed by Gurtler's sons, Jack and Budd. In 1952, a section of the park called Kiddieland, oriented to small children, was opened. At a time when amusement parks catered almost exclusively to adults, Elitch's Kiddieland was an instant hit attraction with the first of many lucky generations of small fry. Lots of fun stuff for tots, like 2-seat rocket planes, open-wheel race cars, real floating "motorboats", a real small-scale car track with gas station, all in Kid Scale. The floral business side of the park was quite successful, becoming the largest supplier of carnations in the country in the early 1950s.

Despite substantial community outcry, the Trocadero Ballroom was torn down by the Gurtlers in 1975, claiming the declining popularity of ballroom dancing, replacing Denver's beloved landmark Old Troc with Skee-Ball and arcade games. The theater, which had switched formats from summer stock to star-centered performances in 1963, closed in 1991.