Land of Oz: Shop & Park Tours

Land of Oz Shop

Exciting news for Wizard of Oz lovers! The Land of Oz Shop has opened as part museum, part store. It’s filled with fun things to buy and fascinating memorabilia from the former Land of Oz amusement park atop neighboring Beech Mountain. While the park only operated in the 1970s, many elements of it survive for current special tours down the yellow brick road. The shop is conveniently located on the road to Beech Mtn – not at the mountaintop park location.

Land of Oz Museum

Since the park is only open a few times a year, the park owners opened The Land of Oz Shop in April 2021, located just 5.5 miles from the entrance of Sugar Mountain. They wanted to give fans a place to visit throughout the year. Display cases are packed full of interesting collectables and items from the park. Sometimes, the shop is staffed with former characters from the park’s golden days. Take home an Oz hoodie, dolls and even an authentic yellow brick. The shop is free to visit and plans to be open Friday, Saturday and Sundays 11-4.

Land of Oz Festival

Park Tours 2021
The Land of Oz hopes to return two popular events cancelled in 2020 due to COVID-19: Journey with Dorothy on June weekends is a guided tour with Dorothy with a chance for participants to become the Tin Man, Scarecrow, Cowardly Lion, Wicked Witch of the West or one of the other characters. In September, the park really comes back to life with the return of all the characters during Autumn at Oz, the largest Wizard of Oz festival in the country. You begin tours at Dorothy’s house – complete with a tornado. Then you walk the Yellow Brick Road to Emerald City. Private tours may also return this year for other times. Check back for updates!

Land of Oz Tours Events

Park History
Land of Oz opened Land of Oz opened on June 15, 1970, with actress Debbie Reynolds cutting the ribbon with her daughter Carrie Fisher. It was a big hit and remained open until 1980. The park was designed for visitors to experience the story through the eyes of Dorothy as you meet characters along the yellow brick road. In the mid 1990s, the Autumn of Oz weekend began as a reunion for original park employees. That grew to a weekend with nearly 10,000 people attending. The park is based on The Wonderful Wizard of Oz 1900 book and the 1939 movie.

Shop Location
The Land of Oz Shop is free to visit and plans to be open Friday, Saturday and Sundays 11-4. It’s located along the twisting NC Highway 184 (between Banner Elk and Beech Mountain) at 2669 S Beech Mountain Pkwy, Beech Mountain, NC 28604. From Sugar Mountain, simply turn left at the main entrance onto NC Highway 184. Go 2.7 miles to the stoplight in Banner Elk. Turn left and go about 1/3 of a mile. Turn right to stay on NC Highway 184 and drive 2.5 miles up Beech Mountain.

Event Tickets
To get information on upcoming tours and events, go to the official Land of Oz website. Purchase tickets well in advance since most of the events sell-out.

See our big list of Things to Do near Sugar Mountain and our Guides for all 4 Seasons.