In 1996, Park River Corporation, owners of Coney Island of Cincinnati in Cincinnati, Ohio, purchased Americana for an estimated $3 million. Between 1996 and 1998, over $1 million was spent on upgrading the Screechin' Eagle roller coaster, developing a new paint scheme of magenta and teal, introducing a new merchandising line in the gift shop consisting of unique Americana emblazoned clothing, and adding a variety of rides, including a carousel, Ferris wheel, and the Tempest. In 1997, Park River owner Ronald Walker died unexpectedly and family members expressed concern about the future of the park. The park was quietly listed for sale in 1998.