Gordon Hartman: Innovating Ultra-Accessibility at Morgan’s Wonderland
At the 2025 Festival of Innovation, attendees had the opportunity to hear from Gordon Hartman, the founder of Morgan’s Wonderland. He engaged in a discussion with Rachel Read, the director and co-founder of blooloop, focusing on the theme of innovation in inclusion.
Hartman revealed exciting details about the $6 million worth of new attractions set to open this year, alongside plans for an Ultra-Accommodating hotel and the recently launched Morgan’s Inclusion Institute.
As a pioneering figure in the realm of inclusivity, Hartman shared valuable insights on fostering an innovative mindset, building effective teams, and forming partnerships. The session inspired attendees eager to enhance accessibility within their businesses and encouraged innovators to cultivate agile creative teams to drive meaningful change.
This discussion also underscored the significant portion of the population that remains underserved, highlighting new business opportunities within the realm of Ultra-Accessibility hotels.
That’s really what we try to do here at Morgan’s, which is try to develop things that many times people may look at or think about or say would be kind of cool or neat or whatever. And we just go do it.
We jump off the ledge … we land on our feet. And when we do that, we open the opportunity, I believe, for others to say, ‘It’s time for us to do that as well’.
Gordon Hartman, founder of Morgan’s Wonderland
Innovation in Inclusion: Morgan’s Wonderland
“Morgan’s Wonderland opened 15 years ago,” Hartman reflects. “At that time, we had no idea what type of success we would have. But we are very blessed with millions of people coming from over 123 countries and all 50 states.”
See also: Accessibility for all at Morgan’s Wonderland
The Ultra-Accessible theme park is consistently innovating, having introduced several new attractions this year. Among these is a newly developed 13-storey zip line that allows individuals, regardless of their special needs, to ride alongside a friend or colleague.
A 4D roller coaster experience has also been added, enabling wheelchair users to enjoy a coaster ride, even though the technology for them to sit within a roller coaster car is still in development.
Additionally, the park has introduced a magic bike, a classic ride that is typically inaccessible for wheelchair users. These enhancements were part of an $8 million refurbishment aimed at revitalising the park’s original charm since its opening in 2010, as Hartman explains.
Expanding the Ultra-Accessible Offer
The theme park is at the centre of a growing network of Ultra-Accessible facilities.
“In 2018, we decided to introduce three new elements to the Morgan’s family. The first was Morgan’s Sports, which provides opportunities for individuals with and without special needs to engage in sports.
“It’s a beautiful place to see people come together and have an opportunity to really interact with each other, a true element of inclusion, a true place where everybody can really be a part of something, whether they have a disability or not.”
Following Morgan’s Sports, Morgan’s Camp was launched in 2021.
“We see about 5000 campers a year, not just from the United States, but from all over the world,” Hartman shares.
“Morgan’s Camp features the only challenge course, that we are aware of, that allows someone with an intellectual delay, visual impairments, or those in wheelchairs to enjoy a challenge course 22 feet above ground.”
“This is an opportunity that is often not available at other camps.”
“Morgan’s is known for thinking outside the box, ensuring that it caters to the entire population, not just 80% or 85%, but 100%.”
Innovation in Inclusion: A Holistic Approach
In 2022, the Hartman family opened Morgan’s Multi-Assistance Centre (MAC), which offers an integrated approach to medical, therapeutic, and other needs, supported by ‘Navigators’ who connect users to providers, powered by proprietary software called the MAC Nav.
“This system allows us to monitor every activity, so if someone misses an appointment, the navigator is informed and can ensure it is rescheduled. If that person faces any challenges, the navigator is fully aware and constantly monitoring.”
This efficient system enables the navigator to manage a larger number of cases than other programmes of its kind. Hartman believes that future advancements in technology could enhance this efficiency through the use of AI.
Morgan’s Ultra-Accommodating Hotel
Also in development is Morgan’s Hotel, which adheres to Ultra-Accommodating principles.
“The concept is straightforward,” Hartman explains. “You take a standard hotel and design it to ensure that regardless of the needs of a guest, whether they have acute or mild special needs, or no special needs at all, everyone can enjoy their stay together.”
“There are small details that make a significant difference.”
Morgan’s Hotel, according to Hartman, “will be a place where everyone can come together. If someone has acute special needs, is on a respirator, or has other specific requirements, we will be prepared to meet those needs in their room.”
In developing the hotel, Morgan’s has consulted extensively to ensure all details are considered, such as the placement of outlets and lighting. Thoughtful design and technology will allow guests to move directly from their car to an elevator and their room, minimising the need to navigate crowded areas like the lobby.
A Learning Process
“We’ve aimed to consider these aspects to enhance the overall experience,” Hartman states.
“This is a new opportunity for us, just like everything else we’ve undertaken. It’s part of our ongoing learning process.”
Morgan’s Hotel broke ground in January and is anticipated to open in 2026.
“Reflecting on the construction of Morgan’s Wonderland, we faced uncertainties. We didn’t know if it would succeed. Each new venture presents its own challenges.”
“However, the beauty lies in our actions; we’re not just discussing these ideas, we’re implementing them. That’s the essence of what Morgan’s represents.”
Creating a Completely New Kind of Hotel
The market for Ultra-Accommodating hotels is vast. Has Hartman engaged with major hotel chains regarding this concept?
“Seventeen years ago, when we first developed the idea for Morgan’s Wonderland, I struggled to get ride developers to consider making rides accessible for everyone,” Hartman recalls. “They often responded, ‘That’s nice, but why is it necessary?’”
In the years since, the industry has become more focused on accessibility. In November 2024, Hartman delivered the keynote address at IAAPA Expo.
“The significance of this shift,” he notes, “is that 17 years ago, no one wanted to discuss it. Today, it’s a topic of widespread interest.”
“We’ve made progress in this area. I’ve had the chance to meet with three major hotel chains, including their CEOs, who were all receptive and willing to listen.”
“However, I believe they still do not fully recognise the potential that exists here. I am confident that as we develop this concept and demonstrate a genuine market for it, they will come forward, much like those who design rides for amusement parks, eager to learn more.”
I think at this point, they [hotel chain CEOs] still do not see the opportunity that exists here. And I’m quite confident that as we build this and we show that there’s a true market for this, that they will be coming forward, similar to folks who build rides for amusement parks, and saying, ‘We want to now learn more’.
Gordon Hartman, founder of Morgan’s Wonderland
Opportunities for Advocacy
At IAAPA Expo, Hartman announced a new initiative for inclusion, Morgan’s Institute. This initiative aims to empower businesses, organisations, nonprofits, and government entities to incorporate inclusion and accessibility into all aspects of their operations.
“The institute will demonstrate ways for communities to foster greater inclusion,” he explains.
“It will also collaborate with governments and large organisations to illustrate how buildings can be designed more effectively. While the ADA [Americans with Disabilities Act] has made strides in promoting inclusion, it only goes so far.”
“That’s why we refer to our efforts as Ultra-Accessibility.”
The institute aims to demonstrate real solutions and work with communities, both in Texas and globally, to achieve enhanced accessibility. As the demand for a more inclusive world grows, it seeks to ensure that the special needs community has a voice in discussions that often overlook their needs.
“This will open up further opportunities, not only from a private perspective but also from a public one, as it will encourage government officials to recognise the need for a broader approach beyond the current ADA framework.”
“There’s much work to be done, but we’re prepared for the challenge.”
Lessons Learned/Constant Surprises
When asked about lessons learned or surprises encountered along the way, Hartman shares:
“There have been constant surprises. I often joke that if everything worked perfectly, I wouldn’t have anything to do.”
If everything worked perfectly, I wouldn’t have anything to do!
Gordon Hartman, founder of Morgan’s Wonderland
“For instance, during the construction of Morgan’s Wonderland, I consulted with Disney, who were very helpful. They advised that often, projects don’t go as planned, requiring adjustments and rebuilds.”
“Even with extensive research and planning, outcomes can differ from expectations.”
“That’s acceptable, as we embraced the challenges when building Morgan’s Wonderland. Fortunately, we had to make minimal changes upon its initial opening, though we have made some adjustments over the years.”
This adaptability is evident throughout the organisation’s projects.
“The beauty of innovation lies in its ability to prompt us to think creatively and address issues as they arise. If we remain committed to innovation, we can ensure that the 1.2 billion individuals worldwide with special needs receive the opportunities they deserve.”
‘One of the Largest Minorities in the World’
Hartman notes that between 15 and 20% of the global population has special needs.
“This represents one of the largest minorities in the world.”
“Yet, there is insufficient focus on addressing their issues to promote greater inclusion.”
“I often emphasise that small changes can lead to significant impacts. When developing Morgan’s Wonderland, we didn’t reinvent the carousel; we made minor adjustments to ensure it was accessible to all. Similarly, with the hotel, we’re not making drastic changes to the rooms.”
“We don’t need to overcomplicate things. We simply need to focus on them and remain curious.”
Discussing what it takes to foster an innovative environment and that curiosity, he adds:
“First and foremost, it requires passion. Anyone looking to engage in this area and inspire innovative ideas must have a genuine passion for their work.”
By leveraging the expertise of a diverse range of innovators, both professionals and individuals, it is possible to overcome challenges and effect change, Hartman asserts.
“With innovative opportunities comes greater fulfilment.”
You can watch the full interview below:
About Gordon Hartman
Gordon Hartman is a philanthropist and former homebuilder. In 2005, he sold his businesses and established the Gordon Hartman Family Foundation, which enables him and his wife, Maggie, to support children and adults with special needs. This initiative was inspired by their daughter Morgan, who was born with cognitive and physical special needs.
The family recognised the need for accessible outdoor recreational facilities and launched Morgan’s Wonderland in 2010, the world’s first Ultra-Accessible theme park. In 2017, it was joined by the critically acclaimed and multi-award-winning Morgan’s Inspiration Island, the world’s first Ultra-Accessible, fully inclusive splash park.
In 2021, Hartman opened Morgan’s Sports, which offers three acres of sports activities, including adaptive and Paralympic-style sports for individuals with physical disabilities and visual impairments. He also launched Morgan’s Camp, a 102-acre recreational oasis providing a year-round summer-camp-style experience for those with and without special needs.
The three-storey, 165,000-square-foot Morgan’s MAC (Multi-Assistance Center) is located near Morgan’s Wonderland. This facility represents a holistic approach to care for individuals with special needs, addressing both medical and non-medical factors contributing to health issues. It serves over 30 community-based organisations and is the headquarters of Morgan’s, a non-profit founded by Hartman in 2021.
Through their commitments and fundraising efforts, the Hartman family has contributed over $271 million to advancing inclusion. Recently, they were inducted into the IAAPA Hall of Fame for their work at Morgan’s Wonderland.
