The park was originally established in 2003 by Chokchai Srisiriwilai (New’s father), an entrepreneur from the ethnic Lahu minority group. Beginning with just one rai of land (roughly 0.4 acres) and five elephants, the business initially offered customers elephant riding tours. But with the support of his other tourist business, a long-neck Karen village, and the increasing number of customers, Chokchai bought more elephants and expanded the business to include elephant circus shows, river rafting, and even zip lining. At its peak, the park was welcoming roughly 500 customers every day. Throughout this time, Chokchai was approached by Lek to change its ways and stop its abusive treatment of the elephants. But afraid that he would lose all his customers, Chokchai long hesitated to do so.