Dollywood is one of the most iconic theme parks in the United States. Located in the scenic Smoky Mountains of Tennessee, the park blends Southern culture, music, and family fun. If you’re wondering who owns Dollywood, the answer involves both celebrity influence and corporate partnership. Let’s dive into the history, ownership structure, leadership, and financial profile of Dollywood.
Dollywood Company Profile
Dollywood is a world-renowned theme park located in Pigeon Forge, Tennessee, nestled in the foothills of the Great Smoky Mountains. It is known for its family-friendly atmosphere, thrilling rides, live musical entertainment, and deep roots in Appalachian and Southern culture. The park is a major tourist destination in the southeastern United States and plays a significant role in regional tourism and economic activity.
Company Name: The Dollywood Company
Type: Private
Industry: Theme Parks and Resorts
Headquarters: Pigeon Forge, Tennessee, USA
Founded: As Dollywood in 1986
Parent Company: Jointly owned by Dolly Parton and Herschend Family Entertainment.
Dollywood Founders
Dollywood’s legacy involves multiple stages of development and ownership, but it was officially founded in its current form in 1986 when Dolly Parton partnered with Herschend Family Entertainment Corporation. Dolly Parton brought star power, cultural influence, and a local connection. Herschend brought theme park experience and operational leadership.
Before becoming Dollywood, the park had various names:
- Rebel Railroad (1961) – a small attraction featuring a steam train and Civil War theme.
- Goldrush Junction (1970) – added more rides and old western themes.
- Silver Dollar City Tennessee (1977) – when Herschend acquired the property and added more infrastructure.
Dolly Parton joined in 1986, and the name changed to Dollywood, combining her vision and the park’s existing assets.
Major Milestones
1986: Launch of Dollywood
Dolly Parton officially opened Dollywood in partnership with Herschend. Attendance increased dramatically due to her celebrity appeal.
1993: Opening of Country Fair section
This added a carnival-style area with classic rides, enhancing family attractions.
2001: Dollywood’s Splash Country
The water park opened next to the main park. It has since become a major summer destination and complements the dry park experience.
2010: Wild Eagle Coaster Announcement
Dollywood introduced the first winged roller coaster in the U.S., making it a thrill-seeker destination.
2015: DreamMore Resort and Spa
A full-service resort was launched to encourage multi-day stays and offer luxury accommodations.
2020: Expansion plans revealed
The park announced a $500 million investment over 10 years, including new attractions and resort properties.
2022: HeartSong Lodge & Resort
The latest upscale resort project is aimed at deepening the resort experience and hospitality offerings.
Dollywood’s evolution from a small local attraction to a nationally recognized entertainment destination is driven by consistent investment, creative branding, and a mission rooted in Southern hospitality.
Who Owns Dollywood: Top Shareholders
Dollywood is jointly owned by Dolly Parton and Herschend Family Entertainment Corporation. Dolly Parton is the face of the brand and plays a vital role in shaping its vision and growth.
Herschend Family Entertainment handles the operations, management, and day-to-day running of the park. Together, they formed a partnership that blends celebrity appeal with professional theme park experience.
This public-private model allows Dollywood to offer high-quality attractions while keeping its roots in local culture and music.
Here’s a detailed overview of Dollywood’s major shareholders as of June 2025:
| Shareholder | Estimated Ownership | Role | Control Type |
|---|---|---|---|
| Dolly Parton | 25–35% | Creative leadership, branding, public image | Strategic influence |
| Herschend Family Entertainment | 65–75% | Operational management, business control | Majority operational |
| Herschend Family Trust | Indirect via HFE | Legacy control over HFE values and long-term mission | Indirect voting power |
| Institutional Partners | 0% | Strategic partnerships and development roles | No formal control |
| Executive Management (HFE) | 0% | Profit-linked roles in long-term strategy | Performance incentives |
Dolly Parton
Dolly Parton is the co-founder, minority owner, and the public face of Dollywood. While her exact ownership percentage is undisclosed, industry insiders estimate she owns between 25% to 35% of The Dollywood Company.
Dolly’s ownership is rooted in brand identity and creative direction rather than operational control. Her role includes:
- Shaping the park’s artistic and cultural vision.
- Guiding brand expansion and philanthropy.
- Promoting tourism to the Smoky Mountains.
Despite not holding a majority stake, Dolly Parton has significant influence in strategic decisions and public relations. Her personal story and image are tightly interwoven with the park’s branding and long-term appeal.
Herschend Family Entertainment (HFE)
Herschend Family Entertainment is the majority owner and operator of Dollywood. It is the controlling shareholder, with an estimated 65% to 75% ownership stake in the Dollywood joint venture as of 2025.
HFE is a privately owned company specializing in themed entertainment. Its portfolio includes other attractions such as Silver Dollar City, Adventure Aquarium, and Wild Adventures.
In Dollywood, HFE handles:
- Day-to-day park operations.
- Staffing, logistics, ride maintenance, and safety.
- Infrastructure development and long-term business planning.
As the majority owner, HFE holds voting control and operational authority. Its executive team, led by CEO Andrew Wexler, makes key business decisions including investments, park expansions, and pricing strategy.
Herschend Family Trust
A portion of Herschend Enterprises’ ownership is tied to the Herschend Family Trust, which holds legacy shares in the parent company. The trust represents the long-term interests of the Herschend family founders.
Though not involved in daily operations, the family trust has a say in major financial decisions affecting ownership and direction. It ensures the company adheres to its founding values of Christian ethics, family entertainment, and employee well-being.
The trust does not own Dollywood directly but influences it through its ownership of HFE.
Institutional Stakeholders (Non-equity Partners)
While no external private equity or public institutional investors own equity in Dollywood, there are non-equity stakeholders who have financial interests or operational partnerships. These include:
- Local government agencies involved in tourism development.
- Construction and resort partners involved in property development, like the HeartSong Lodge.
- Strategic consultants tied to Dollywood’s 10-year expansion plan.
Though these entities do not hold shares, they influence park development through contracts, funding partnerships, and regional initiatives.
Employees and Executive Management
Dollywood does not operate with an employee stock ownership plan (ESOP), and employees do not hold formal equity shares. However, executive-level decision-makers, especially within Herschend Enterprises, are given long-term incentive packages based on company performance.
These incentives sometimes include profit-sharing mechanisms or performance bonuses linked to the success of key properties like Dollywood.
Who is the CEO of Dollywood?
Andrew Wexler has been the Chief Executive Officer of Herschend Family Entertainment (HFE) since 2015. He oversees the company’s portfolio, which includes Dollywood Parks & Resorts, and is responsible for shaping the company’s strategy, culture, and operations.
Wexler joined Herschend in 2007 as Chief Financial Officer, bringing extensive financial expertise. He became CEO in 2015 after a swift rise within the organization. Prior to Herschend, he worked at Arthur Andersen, McKinsey & Company, and Martin Capital, and co‑founded Derivion Corp.
Wexler has a reputation for “leading with love,” emphasizing a caring workplace and people-first culture. Under his leadership, Herschend introduced GrowU, a program offering free college tuition to employees.
Major Growth and Expansion Initiatives
- Launched a $500 million expansion plan for Dollywood and other parks, including the construction of new resorts and rides.
- Spearheaded acquisition of Palace Entertainment’s U.S. properties (20+ parks) in March 2025, marking Herschend’s largest expansion.
- Emphasized seamless integration and employee-focused onboarding for new properties.
As CEO of Dollywood’s parent company, Wexler makes high-level decisions affecting the park’s growth, capital projects, budgeting, and culture. He collaborates closely with Dolly Parton and the Herschend board to align Dollywood’s strategy with broader business goals.
Eugene Naughton – President of Dollywood Parks & Resorts
Eugene Naughton serves as President of Dollywood Parks & Resorts since late 2020.
- Joined Dollywood in November 2019 as Vice-President of Park Operations.
- Brings over 30 years of experience from Paramount and Six Flags.
- Manages day-to-day operations, including rides, entertainment, guest services, and safety.
- Coordinates with Wexler and Dolly Parton on park expansions, brand initiatives, and new attractions like the upcoming indoor ride.
Past Leadership
Craig Ross – Former President
Before Naughton, Craig Ross was President of Dollywood for more than a decade. In 2020, he transitioned to become COO of Herschend Growth & Opportunity Group.
Joel Manby – Former CEO of Herschend
From 2008 to 2015, Joel Manby served as CEO of Herschend. He is known for authoring Love Works and embedding people-first principles in the company.
Here’s a quick summary of Dollywood’s CEO and management:
| Name | Role | Since | Key Contributions |
|---|---|---|---|
| Andrew Wexler | CEO, Herschend Family Entertainment | 2015–present | Strategic expansion, employee programs, acquisitions |
| Eugene Naughton | President, Dollywood Parks & Resorts | 2020–present | Operational leadership, new attractions, safety |
| Craig Ross | Former President, Dollywood | –2020 | Long-term growth, guest experience |
| Joel Manby | Former CEO, Herschend | 2008–2015 | Company’s people-first culture, authored Love Works |
Dollywood Annual Revenue and Net Worth
As of 2025, Dollywood’s annual revenue is estimated at approximately $242 million. This figure comes from industry profiling and internal financial modeling.
Revenue streams include:
- Park admissions—over 3 million annual visitors
- Food and beverage sales, bolstered by operational efficiency programs
- Resort stays at DreamMore, HeartSong Lodge, and cabins
- Merchandise and entertainment driven by the Dolly Parton brand.
Estimates vary, though some suggest Dollywood may generate between $300 million and $400 million annually. For planning purposes, industry estimates around $240–300 million are considered reliable.
With around 843 full-time-equivalent staff, revenue per employee is roughly $287,000 annually.
Here’s a summary of financial metrics as of June 2025:
| Metric | 2025 Estimate |
|---|---|
| Annual Revenue | $242 million (est.) |
| Revenue per Employee | $287,000 |
| Brand Net Worth/Valuation | $330–500 million |
| Dolly Parton’s Ownership Value | ~$165 million |
| Herschend Family Financial Strength* | $1.5–1.8 billion |
Net Worth of Dollywood
While privately held, Dollywood’s overall asset value (theme park, water park, resorts, land, and brand) is estimated between $330 million and $500 million. Conservative estimates place it around $330 million as of 2022–2023; more bullish valuations reach $500 million depending on real estate and brand strength.
Dolly Parton’s Stake
Dolly Parton, with an estimated 50% ownership in Dollywood, holds an approximate $165 million stake in the park’s valuation. This is a significant portion of her personal net worth, which is estimated at $650 million in 2025, combining music royalties (approx. $85 million/year), film and product ventures, and her Dollywood share.
Herschend Family Entertainment and Corporate Value
Herschend Companies, the majority owner, isn’t valued solely through Dollywood. The family’s broader entertainment empire—49 attractions, including the recent acquisition of 20+ parks from Palace Entertainment—estimates the Herschend family’s net worth at $1.5 to $1.8 billion as of 2025. Dollywood represents a key asset among many.
Here is a detailed overview of Dollywood’s annual revenue and net worth over the past 10 years (2015–2025):
| Year | Estimated Annual Revenue | Estimated Net Worth | Key Events and Notes |
|---|---|---|---|
| 2025 | $242 million | $330–500 million | Ongoing resort expansion, record attendance |
| 2024 | $230 million | $310–470 million | Launch of HeartSong Lodge & Resort |
| 2023 | $215 million | $295–450 million | Strong tourism rebound; new family rides |
| 2022 | $200 million | $280–430 million | Recovery year post-COVID; planning for expansion |
| 2021 | $175 million | $260–400 million | Partial reopening; focus on safety and visitor return |
| 2020 | $95 million | $180–250 million | COVID-19 closures; limited operations |
| 2019 | $185 million | $250–370 million | Record visitor numbers; award-winning coaster performance |
| 2018 | $170 million | $230–340 million | Opening of Wildwood Grove attraction |
| 2017 | $160 million | $215–320 million | Infrastructure upgrades; seasonal event expansion |
| 2016 | $150 million | $200–300 million | Growth in resort stays and merchandise sales |
| 2015 | $145 million | $190–280 million | Strong summer attendance; Dolly Parton promotional tour |
Brands Owned by Dollywood
Dollywood is part of a larger ecosystem of entertainment and hospitality ventures under the Dollywood brand and Herschend Family Entertainment. Here is a detailed breakdown of all companies, brands, and entities owned and operated by Dollywood as of 2025:
| Brand/Entity | Type | Year Launched | Key Features / Description |
|---|---|---|---|
| Dollywood Theme Park | Amusement Park | 1986 | 160-acre flagship park with 50+ rides, themed on Appalachian culture and Dolly Parton’s life. |
| Dollywood’s Splash Country | Water Park | 2001 | 35-acre seasonal water park adjacent to Dollywood with slides, pools, and lazy rivers. |
| DreamMore Resort and Spa | Hotel/Resort | 2015 | 300+ room luxury hotel with a spa, dining, and trolley to the parks. |
| HeartSong Lodge & Resort | Hotel/Resort | 2024 | 302-room Smoky Mountains-themed resort with high-end amenities and live music spaces. |
| Dollywood Cabins | Lodging Rentals | 2010 (est.) | Private luxury mountain-view cabins managed by Dollywood for families and groups. |
| Dollywood Express | Heritage Train Ride | Park Original | Historic steam-powered train ride around the park; core to the park’s Appalachian identity. |
| Events & Festivals Division | Internal Business Unit | Ongoing | Manages major seasonal events like Smoky Mountain Christmas and Harvest Festival. |
| Digital Media & Merchandise | E-Commerce / Licensing | Ongoing | Online and in-park merchandise; includes Dolly-themed products and exclusive collectibles. |
| Vacation Packages & Travel Services | Hospitality/Tourism Unit | Ongoing | Offers bundled stay, play, and ticket options; group travel planning and concierge services. |
Dollywood Theme Park
Dollywood Theme Park is the flagship attraction. Located in Pigeon Forge, Tennessee, it covers over 160 acres and offers more than 50 rides, shows, and attractions. It is themed around Appalachian culture, Dolly Parton’s life, and Southern traditions.
The park includes award-winning coasters like Lightning Rod and Wild Eagle. Dollywood has consistently been recognized for its customer service, food, and family-friendly atmosphere.
Dollywood is the primary revenue generator and brand vehicle for all other Dollywood-affiliated ventures.
Dollywood’s Splash Country
Dollywood’s Splash Country is a 35-acre water park adjacent to the main theme park. Opened in 2001, it offers water-based attractions like river rides, wave pools, and slides.
It caters to families during the warm months and is one of the most visited water parks in the U.S. Southeast. It operates seasonally, typically from mid-May to early September.
It is managed under the same corporate structure as Dollywood and shares ticketing and promotions.
Dollywood’s DreamMore Resort and Spa
Opened in 2015, DreamMore Resort is a luxury hotel and spa located next to the Dollywood park entrance. It includes:
- Over 300 rooms and suites
- Full-service spa and salon
- Onsite dining and conference spaces
- Trolley service to the parks
DreamMore was the first step in transforming Dollywood from a day-trip destination into a multi-day resort experience. It is a wholly-owned asset of The Dollywood Company.
Dollywood’s HeartSong Lodge & Resort
HeartSong Lodge opened in 2024 as the second hotel brand under the Dollywood name. It emphasizes mountain lodge-style architecture and immersive Smoky Mountains aesthetics.
Features include:
- 302 rooms with mountain-facing views
- Indoor and outdoor pools
- Meeting and wedding venues
- Live acoustic music spaces and curated Dolly-themed décor
This resort is part of a $500 million expansion and caters to both family vacationers and high-end visitors. It is fully owned and operated by The Dollywood Company.
Dollywood Cabins
Dollywood Cabins offers luxury cabin rentals on a mountain ridge overlooking Pigeon Forge. These rentals include:
- Fully furnished kitchens
- Hot tubs, fireplaces, and game rooms
- Multi-bedroom layouts for families and groups
Guests booking cabins receive park ticket discounts and exclusive amenities. These cabins are managed by Dollywood’s hospitality division and are integrated into the company’s broader lodging ecosystem.
Dollywood Express & Vintage Rail Attractions
The Dollywood Express is a historic steam-powered train that circles the park. It is one of the most iconic features of the park and plays a central role in heritage preservation.
Dollywood owns and maintains these vintage locomotives as part of its brand narrative centered on Appalachian and Americana traditions.
While not a standalone business, the Express is operated as its own entity within the park due to its maintenance and staffing needs.
Dollywood Events & Festivals Division
Dollywood hosts a variety of seasonal events including:
- Smoky Mountain Christmas
- Harvest Festival
- Flower & Food Festival
- Summer Celebration
These events are developed and managed by Dollywood’s in-house production team. They involve partnerships with food vendors, entertainers, and designers, but remain internally controlled.
This division plays a significant role in keeping attendance consistent year-round and drives merchandise and food revenue.
Dolly Parton’s Imagination Library (Operated in Association)
Though not directly owned by The Dollywood Company, Dolly Parton’s Imagination Library is administered out of the Dollywood Foundation, which shares physical space and strategic partnerships with Dollywood’s headquarters.
The Imagination Library’s global reach benefits Dollywood’s public image. The company often integrates donation initiatives and awareness campaigns across its branded properties, even though legal and financial control remains separate.
Dollywood Digital Media & Merchandise Licensing
Dollywood operates its own merchandise and e-commerce platform. It produces:
- Apparel
- Souvenirs
- Specialty foods (like cinnamon bread mixes)
- Seasonal collectibles
This includes a licensing unit that oversees brand collaborations, themed apparel (especially Dolly-related), and exclusive park-only product lines. It is fully controlled and branded under The Dollywood Company.
Dollywood Vacation Packages and Travel Services
Dollywood manages a travel services division offering:
- Multi-day vacation packages
- Bundled resort + ticket offers
- Transportation planning
- Concierge services for group visits and events
This division works directly under Dollywood’s hospitality team and is a strategic response to competing resorts in Orlando and other entertainment markets.
Conclusion
Dollywood is more than just a theme park. It is a carefully crafted brand that combines the charm of Dolly Parton with the operational strength of Herschend Family Entertainment. The partnership allows it to deliver a unique experience that reflects both business efficiency and cultural richness.
With solid financial performance, growing attendance, and continuous expansion, Dollywood remains a beloved American attraction. Whether you’re a fan of rides or country music, the park offers something special for everyone.
FAQs
Who is the majority owner of Dollywood?
The majority owner of Dollywood is Herschend Family Entertainment, a private, family-owned company specializing in themed attractions and resorts. Herschend owns a controlling interest (estimated 50% or more) in The Dollywood Company.
Does Dolly Parton own all of Dollywood?
No, Dolly Parton does not own 100% of Dollywood. She co-owns the park through a joint venture with Herschend Family Entertainment. Her ownership is widely believed to be around 50%, though the exact figure has never been made public.
Why did Dolly sell Dollywood?
Dolly Parton never sold Dollywood. She co-founded it in 1986 with the Herschend family, who already operated Silver Dollar City at the same location. Dolly didn’t sell her share; she partnered with Herschend to build and grow the brand using her name, story, and creative input.
Did Dollywood really buy Kennywood?
No, Dollywood did not buy Kennywood. Kennywood is owned by Palace Entertainment, which was acquired by Herschend Family Entertainment in 2024. The acquisition was made by Herschend, not The Dollywood Company. Dollywood and Kennywood remain separately operated theme parks.
Is Dolly Parton a billionaire?
As of 2025, Dolly Parton is not a billionaire. Her estimated net worth is around $650 million, derived from her music royalties, film earnings, Dollywood ownership, and business ventures. She has consistently declined large endorsements in favor of personal projects.
What family owns Dollywood?
Dollywood is co-owned by Dolly Parton and the Herschend family. The Herschend brothers, Jack and Pete Herschend, established Herschend Family Entertainment, which holds a controlling interest in The Dollywood Company.
Who is Dolly Parton’s real husband?
Dolly Parton’s husband is Carl Thomas Dean. He is a retired businessman who ran an asphalt paving company. The couple married in 1966 and have remained famously private throughout their long relationship.
How much stock does Dolly Parton own in Dollywood?
Exact figures are private, but Dolly Parton is estimated to own about 50% of The Dollywood Company. Her stake gives her significant brand control and a major share of the profits, though Herschend oversees operational management.
How much did Dolly Parton sell Dollywood for?
Dolly Parton has never sold Dollywood. She remains a co-owner and has never publicly sold her shares in the theme park. There is no sale history between her and Herschend Family Entertainment.
How much did Dollywood cost to build?
The original park, which was known as Silver Dollar City Tennessee, was rebranded as Dollywood in 1986. The rebranding and initial upgrades cost around $13 million at the time. Since then, the park has seen over $500 million in expansion and infrastructure investment.
Does Dolly Parton own Dollywood?
Dolly Parton co-owns Dollywood. She is not the sole owner. The Dollywood Company is a 50/50 partnership between Dolly and Herschend Family Entertainment. While she is the face and creative inspiration of the park, the business operations are managed by Herschend.
Who owns Dollywood amusement park?
The Dollywood amusement park is owned by The Dollywood Company, a joint venture between Dolly Parton and Herschend Family Entertainment. It is a private business and not publicly traded.
Who owns Herschend Family Entertainment?
Herschend Family Entertainment is owned by the Herschend family, with Andrew Wexler serving as CEO as of 2025. The company remains private and is one of the largest family-owned theme park operators in the U.S., with a portfolio including Dollywood, Silver Dollar City, and many other attractions.
Is Dollywood privately owned?
Yes, Dollywood is privately owned and not publicly traded.
What percent of Dollywood does Dolly Parton own?
The exact percentage is not public, but she is a significant minority owner and brand partner.
Does Dolly Parton run Dollywood?
She is not involved in daily operations but plays a major role in strategic planning and branding.
Who operates Dollywood?
Herschend Family Entertainment Corporation manages and operates the park.
Is Dollywood part of Disney?
No, Dollywood is not affiliated with Disney. It is a separate and independently owned theme park.
When was Dollywood founded?
Dollywood, as it is known today, was founded in 1986 when Dolly Parton partnered with Herschend.
What is Dollywood’s net worth?
Dollywood is estimated to have a net worth of over $500 million as of June 2025.
How many people visit Dollywood each year?
Approximately 3 million people visit Dollywood annually.