How Dolly Parton Built the Tourism Empire of Her Dreams

PIGEON FORGE, Tenn.— Dolly Parton doesn’t ride roller coasters.

The country music superstar often jokes that she has “too much to lose.” In reality, she is prone to motion sickness. But Parton knows how to keep people entertained, and that has helped her become one of the world’s prominent theme-park owners.

More than 40 years ago, the writer of such hits as “Jolene” and “9 to 5” invested millions of dollars to jointly own a theme park a stone’s throw from her childhood home. That park, Dollywood, has become a destination attraction and has spurred development in the Great Smoky Mountains region. Dollywood’s latest project: a more than $50 million, first-of-its-type indoor ride that combines a thrill coaster with white-water rafting.

“I just have a natural feel for what people want,” Parton said in an interview.

Dollywood had more than four million visitors last year to its entire campus and is expected to draw more this year. It is on a trajectory different from that of some regional theme parks across the country, which have struggled with declining attendance.

The park serves as the cornerstone of Parton’s business empire, which includes everything from a clothing line and a wine label to baking mixes and homeware. Forbes estimates her net worth is $450 million.

Parton, who turned 80 in January, wants to keep expanding that empire even after a difficult period following the death of her husband, Carl Dean , and her own health challenges.

Those who work closely with Parton said she isn’t solely focused on whether her ventures generate strong financial returns. Instead, her priority is ensuring those ventures align with her values and focus on faith, family and kindness.

“Fans believe in her sincerity,” said Kevin Trowbridge , a Belmont University professor who teaches a course as part of the “Dolly U” program. That trust has made the Dolly Parton brand incredibly valuable, he said.

Striking a deal

As a child, Parton said she and her 11 siblings would look forward to the annual fair that would come to her town in eastern Tennessee.

After finding success in music, she dreamed of building her own theme park to provide jobs in the community where she was raised. When she publicized those ambitions in the early 1980s, it caught the attention of the Herschend family, who had recently acquired an Appalachian-themed park in Pigeon Forge.

In 1985, Parton became the park’s part-owner, alongside the Herschends. She figured Dollywood was bound to be a success, given its proximity to Great Smoky Mountains National Park—the nation’s most-visited.

Not everyone was convinced, including her financial advisers. “Obviously they’re not my accountants anymore,” she joked.

The scale and popularity of the park has grown since then. A water park was added in 2001. Two resort hotels opened in 2015 and 2023, respectively. There are plans to build more hotels and a campground.

Dollywood’s new ride, NightFlight Expedition, is part of a broader, $500 million investment plan. Landing the groundbreaking ride is typically a feat achieved by major park operators such as Disney and Comcast’s Universal Studios, rather than a regional destination like Dollywood.

While Parton might not be involved in Dollywood’s day-to-day operations, she weighs in on important decisions regarding major projects such as NightFlight, said Eugene Naughton , president of Dollywood. When the hotels were being developed, Parton played a role in selecting the fabrics and other finishing touches in the design.

“I wanted to build a resort many years before we ever really got it,” she said.

Dose of Dolly

Visitors walking through Dollywood’s turnstiles often come with an appreciation for Parton.

But Dollywood’s look and feel is deeply tied to its Appalachian roots. A steam locomotive chugs across the grounds. Craftsman’s Valley features booths where artisans show off such skills as blacksmithing or glassblowing, and the Grist Mill churns out loaves of the park’s famed cinnamon bread.

And beyond the rides, there are dozens of stages where live performers showcase their talents daily.

Missing are the superheroes and cartoon characters featured at most theme parks through costly intellectual-property agreements. That is intentional, said Herschend Chief Executive Andrew Wexler .

Dollywood, in his view, focuses more on entertainment, food and timeless experiences. It even has a functioning chapel—named after the doctor who delivered Parton. It holds weekly services on Sundays.

“The rides are important, don’t get me wrong,” Wexler said. “But it has to be a holistic experience.”

Often, lines form outside one of Parton’s tour buses, which sits in the park near an interactive experience outlining her life and career.

Leslie Ann Reece visited the park in September with her mother, best friend and mother’s best friend. The group trekked from northern Georgia—and by midafternoon on the day of their visit they had yet to go on a single ride. For them, that wasn’t the point.

They were more interested in hearing some good music and learning about Parton’s life than seeking out a thrill ride. Naturally, a gift-shop visit was on the agenda.

“I just feel like everybody can benefit from this park,” Reece said.

Another Dollywood?

Another of Parton’s joint ventures, World Choice Investments, operates several attractions in Tennessee, including dinner theaters, a comedy theater and a restaurant. The company also operates attractions in South Carolina and Florida.

Parton is launching a chain of Dolly-themed highway gas stations and shops through a partnership with Tennessean Travel Stop. This fall, she is set to open Dolly Parton’s SongTeller Hotel and a museum in downtown Nashville near the city’s famed honky-tonks.

She won’t rule out building another Dollywood. The park’s success has allowed Parton’s partner Herschend to acquire other regional parks including Kennywood in Pennsylvania and Lake Compounce in Connecticut.

Herschend’s Wexler said the company is “always looking for opportunities to partner with her.”

Parton was inducted into the theme-park industry’s hall of fame last year, putting her in the company of another entertainment titan, Walt Disney. It is a comparison she laughs off. “I’d be more like Goofy,” she said. “I certainly would not put myself in that category, but I do have a lot of dreams.”

Some of those dreams have come true—a 2021 Tennessee government study found that Dollywood had an annual direct economic impact of $1.8 billion and created more than 23,000 jobs for the region. A dream she still holds is that Dollywood won’t end with her.

“I hope they keep building on, even after I’m gone,” she said.