Celebration City in Branson, Missouri, is the newest and biggest park development to open in the US so far this year.

The $40m venture, which is currently in its soft opening phase, is due to make its grand debut on 30 May.

The project, which aims to attract young families with a blend of late afternoon/evening entertainment, marks the continuing growth of Herschend Family Entertainment. The company already owns several properties in Branson including the flagship Silver Dollar City amusement park, White Water waterpark, Showboat Branson Belle dinner theatre and Grand Village Shops.

For Bob Montgomery, vice president of the Branson attractions, Celebration City was an opportunity to try something new: 'We wanted to develop a place that would complement all our other attractions,' he said.

'Celebration City was born out of a feeling that we could make Branson a greater destination area by developing multi-visit opportunities to increase stay and spend.'

Visitors to Branson will be able to purchase a three-park pass - for Celebration City, Silver Dollar City and White Water waterpark - which will allow them entry to the attractions for four days over a seven-day period.

Celebration City is open from 3pm to 11pm, picking up in timing and thematic terms from where the Silver Dollar City (SDC) amusement park leaves off. SDC closes at 7pm and recalls 1880's America, with an emphasis on entertainment and craft displays. Celebration City is a more contemporary experience, showcasing Branson's evolution in the early 20th century with rides and technologies, that culminates in a nightly spectacular by UK company, LCI.

Montgomery expects Celebration City to attract 500,000 visitors in year one, and is confident this will reach a million in the longer term. He also highlights the lucrative benefit of being able to open the park up for exclusive corporate and group use during the daytime.