Innovating for inclusion: ultra-accessibility with Morgan’s Gordon Hartman

At the 2025 Festival of Innovation, attendees heard from Gordon Hartman, founder of Morgan’s Wonderland, who spoke with blooloop director and co-founder Rachel Read, on innovation in inclusion.  

Hartman shared details of the $6m new attractions opening this year, in addition to plans for an Ultra-Accommodating hotel and the recently announced Morgan’s Inclusion Institute. 

As an inspirational trailblazer who is constantly pushing the boundaries of inclusivity, Hartman offered useful insights into successful innovation, including nurturing an innovative mindset, teams and partnerships.

The session provided inspiration for those looking to improve accessibility in any aspect of their business, and innovators working to build a nimble creative team, to drive change and maximise impact.

It also highlights a huge section of the population that are currently underserved, and points towards new business opportunities with ultra accommodating hotels.

Innovation in inclusion: Morgan’s Wonderland

“Morgan’s Wonderland opened 15 years ago,” says Hartman. “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 continually innovating, and this year has added several new attractions. These include a newly developed, 13-storey zip line which allows individuals, no matter how acute their special need may be, to ride along with a friend or a colleague.

A 4D roller coaster experience offers individuals in wheelchairs the opportunity to enjoy a coaster ride, even though the technology is not yet available for them to sit within a roller coaster car. 

The park also added a magic bike, a classic ride that is typically not accessible for individuals in wheelchairs. These additions were accompanied by a $8m refurbishment, to “bring back the shine of what Morgan’s Wonderland offers and did back when we opened, back in 2010,” says Hartman. 

Expanding the Ultra-Accessible offer 

The theme park sits at the heart of a growing family of Ultra-Accessible facilities. 

“Back in 2018, we made a decision that we were going to add three new elements to the Morgan’s family. The first one is Morgan’s Sports, which is an opportunity for individuals with and without special needs to play 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.”

Morgan’s Sports was followed by the launch of Morgan’s Camp, which opened in 2021. 

“We see about 5000 campers a year. Not just from the United States, but from all over the world,” says Hartman.

“Morgan’s Camp has the only challenge course, that we are aware of, that allows for someone who either has intellectual delay or visual issues, or is in a wheelchair, and can be 22 feet above ground, actually enjoying the challenge course. 

“And so it is something that we offer an opportunity that, many times, is not seen anywhere else at any other camp.

“Morgan’s is known for getting outside the box, to ensure that it is for the entire population, not just 80% or 85% of the population, but 100% of the population.”

Innovation in inclusion: a holistic approach

In 2022, the Hartman family opened Morgan’s Multi-Assistance Centre [MAC]. This offers an integrated approach to medical, therapeutic, and other needs, supported by ‘Navigators’ who connect users to providers, and powered by proprietary software called the MAC Nav.

“This provides an opportunity for us to monitor every activity, so if someone misses an appointment, the navigator knows and can make sure that appointment is rescheduled, and if that person has challenges on anything, the navigator is fully aware of it, so they’re constantly monitoring.”

This system is efficient. This enables the navigator to handle much larger numbers than in other programmes of this kind. Moving forward, Hartman says that the technology could become even more efficient through the use of AI. 

Morgan’s ultra-accommodating hotel

Also in development is Morgan’s Hotel, which follows Ultra-Accommodating principles.

“The concept of this is quite simple,” says Hartman. “You take a normal hotel and you build it to ensure, however, that no matter what the need of someone may be, who has a special need, whether it be acute or mild or no special need at all, can all join together in a hotel. 

“There are small details that make a big difference.” 

Morgan’s Hotel, Hartman says, “will be a place where everybody can join together, so if someone has acute special needs, is on a respirator, is on a feeding tube, has special needs of other types, when they get there, we will know what those issues are, what those challenges are for them, and have the necessary items in the room for them.”

In developing the hotel, Morgan’s has consulted widely to ensure all of the details are considered, such as the placement of outlets or lighting. Technology and thoughtful design will mean guests can move directly from their car to an elevator and their room, for example, and remove the need to visit crowded areas such as the lobby. 

A learning process

“We’ve tried to think of these things to make the whole experience much, much better,” says Hartman

“This is a new opportunity for us, just like everything else we’ve done. And so it’s part of a learning process that we’re going through.”

Morgan’s Hotel broke ground in January and is expected to open in 2026. 

“When I think about when we built Morgan’s Wonderland, we didn’t know what we were going to face. We didn’t know if it was even going to work. Well, every time we open a new venture, that’s part of our challenge. 

“But the beauty of this is we’re not just talking about it, we’re actually doing it. And I think that’s what the important thing is, and that’s the thing that Morgan’s is all about.”

Creating a completely new kind of hotel

The market for Ultra-Accommodating hotels is very broad. Has Hartman been working with or has had interest from major hotel chains?

“Back 17 years ago, when we were first developing the concept of Morgan’s Wonderland, I could not get people who were building rides at that time to listen to me about altering a ride to ensure that was for 100% of the population,” says Hartman. “People simply said, ‘Well, that’s nice, but why do we need to do this?’” 

In the intervening years, the sector has become more focused on accessibility. In November 2024, Hartman delivered the keynote address at IAAPA Expo. 

“The significance of that,” he says, “is that 17 years ago, no one wanted to talk about it. And today, everybody wants to talk about it. 

“We made strides in that area. Let me take that to the hotel. I had the opportunity to meet with three different chains, not only just meet with them, but actually meet with the CEOs of the three major chains in the hotel business. 

“And they all were very kind and very willing to listen. 

“But I think at this point, they 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’.” 

Opportunities for advocacy

At IAAPA Expo, Hartman announced a new innovation for inclusion, Morgan’s Institute. This initiative aims to empower businesses, organisations, nonprofits, government entities, and others to incorporate inclusion and accessibility into all aspects of their work and daily lives.

“The idea of the institute will be able to show people ways in which they can develop things within their community to bring about more inclusion. 

“But also will work with governments and it will work with large organisations and businesses to be able to show how buildings can be built better. Because ADA [the Americans with Disabilities Act] does a lot to bring about more inclusion, but it only goes to a certain point. 

“That’s why we call what we do Ultra-Accessibility.”

The institute aims to demonstrate real solutions and work with communities, both in Texas and worldwide, to achieve greater accessibility. As the interest in building a more inclusive world grows, it seeks to bring about an opportunity for the special needs community to have a seat at the table, as its needs are often overlooked in broader conversations. 

“That will open up other doors, not just with us working from a private perspective, but also from a public perspective, because it will bring individuals who are in governments to understand that they need to start looking at this in a bigger and broader way than just the simple ADA structure that is currently in place. 

“There’s a lot to be done, but we’re ready for the challenge.”

Lessons learned/ constant surprises

Sharing whether he has learned any lessons or had any surprises along the way, he says: 

“There’s been constant surprise. I always joke that if everything worked perfectly, I wouldn’t have anything to do. 

“When we were building Morgan’s Wonderland, for example, I met with the folks at Disney, and they were very helpful. But they said to me, many times we build and then we think it’s going to work. And it doesn’t work. And we have to knock down things and rebuild things. 

“Even with all the study and the work that they do, things never work exactly like you think they’re going to. 

“And that’s okay, because we took that challenge when we built Morgan’s Wonderland. Luckily, we had to make very few changes to Morgan’s Wonderland when we first opened it. Over the years, we’ve had to make a few changes here, and there.”

This adaptability is evident throughout the organisation’s projects. 

“That’s the beautiful thing about innovation, it makes you get outside the box to say, okay, we have an issue. It’s not working, or we haven’t fixed it exactly like we were going to. But if we continue to work, we will find a solution. 

“That’s the beauty of bringing about innovation, to bring about a more inclusive world. If we continue just to look at it and not become more innovative, 1.2 billion people worldwide who have some form of special need will not be given the opportunities that they deserve.” 

‘One of the largest minorities in the world’

Somewhere between 15 and 20% of individuals in the world have special needs, Hartman says. 

“When you look at that, that is one of the largest minorities in the world. 

“And yet there’s not a true focus to deal with the issues that they have to bring about more inclusion. 

“I often say the small things make a big difference. When we were developing Morgan’s Wonderland, we weren’t reinventing a carousel. We were making small adjustments to it to make it feasible for everybody. When we’re working on the hotel, we’re not making major adjustments to the room.”

“We don’t have to get crazy about this. We simply have to focus on it and be curious about it.”

Speaking about what it takes to create that innovative environment and that curiosity, he adds:

“First of all, I think it comes with passion. I think anyone who is going to be able to deal with this area and bring about innovative thoughts to something has to have a passion for what they do.”

By drawing from the expertise of a wide range of innovators, both professionals and individuals, it is possible to overcome challenges and make a difference, says Hartman. 

“And with innovative opportunities, comes about more 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. This organisation enables Hartman and his wife, Maggie, to support children and adults with special needs. It 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 in 2010 launched Morgan’s Wonderland, the first Ultra-Accessible theme park in the world. In 2017, it was joined by the critically acclaimed and multi-award-winning Morgan’s Inspiration Island. This was the world’s first Ultra-Accessible, fully inclusive splash park.

In 2021, Hartman opened Morgan’s Sports, which provides three acres of sports activities. These include adaptive and Paralympic-style sports for those with physical disabilities and visual impairments. He also launched Morgan’s Camp. This 102-acre recreational oasis offers 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 situated near Morgan’s Wonderland. This facility represents a holistic approach to care provision for people with special needs and addresses the medical and non-medical factors contributing to health issues. It serves more than 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 a total of over $271 million to furthering inclusion. The family was recently inducted into the IAAPA Hall of Fame for its work at Morgan’s Wonderland.