# Herschend Family Entertainment

Herschend Family Entertainment (HFE) is a privately owned themed-entertainment company that operates several theme parks and tourist attractions within the United States, and as of 2021, one of its aquariums in Vancouver, British Columbia, Canada.
Founded by Hugo, Mary, Jack and Pete Herschend of Branson, Missouri, in its early years HFE was simply known as Herschend Enterprises. In the 1980s the name was changed to Silver Dollar City Inc., and in 2003, the company gained the current name. HFE is currently headquartered in Peachtree Corners, Georgia. The company says its mission is to "Create Memories Worth Repeating” in a manner “consistent with Christian values and ethics.”

## History

HFE traces roots back to Hugo and Mary Herschend from Chicago, Illinois along with sons Jack and Pete. The family vacationed in Missouri's Ozark Mountains region and fell in love with the nature the area offered. In 1951 Hugo obtained a 99-year lease on a Branson, Missouri area attraction called Marvel Cave. Hugo suffered a heart attack and later died in 1955, however Mary along with her two sons continued to improve the cave attraction by installing electric lighting and building concrete walkways. A cable train was installed in 1958 to ferry guests out of the depths of the cave upon the end of the tour. The attendance nearly doubled and a small frontier town was erected to entertain visitors as they waited for their cave tour. In order to increase attendance, a gimmick was used by naming the village "Silver Dollar City" and distributing silver dollars as change to every visitor in hope that when they would spend the rare coins they would tell people where they had got them from. The idea was a success, and the Herschend family soon found themselves involved in the theme park business.
In 1969, Silver Dollar City drew national attention when producer Paul Henning brought the cast and crew of the popular Beverly Hillbillies television show to the park to film five episodes.
In 2010, Herschend Family Entertainment was featured on an episode of the reality TV series Undercover Boss.
The company also co-owns and co-operates with partners Dolly Parton and her company The Dollywood Company, the dinner and theatre company Pirates Voyage Dinner and Show in Myrtle Beach, South Carolina, and Dolly Parton's Stampede (formerly Dixie Stampede).
In April 2021, Hershend announced its purchase of the Vancouver Aquarium following the latter's severe economic losses during the COVID-19 pandemic.

## Current properties
### Amusement parks
#### Owned/operated

| Name | Location | Year Opened | Year Acquired | Notes |
| Dollywood | Pigeon Forge, Tennessee | 1961 | 1976 | Sold stake to Dolly Parton in 1986 |
| Kentucky Kingdom | Louisville, Kentucky | 1987 | 2021 | Owned by the Kentucky State Fair Board but operated by HFE |
| Silver Dollar City | Branson, Missouri | 1960 | | |
| Wild Adventures | Valdosta, Georgia | 1996 | 2007 | Purchased for $34.5 million ($52.3 million in 2024 dollars) |
| Adventureland | Altoona, Iowa | 1974 | 2025 | Acquired from Parques Reunidos acquisition. |
| Castle Park | Riverside, California | 1976 | 2025 | Acquired from Parques Reunidos acquisition. |
| Dutch Wonderland | Lancaster, Pennsylvania | 1963 | 2025 | Acquired from Parques Reunidos acquisition. |
| Idlewild and Soak Zone | Ligonier, Pennsylvania | 1887 | 2025 | Acquired from Parques Reunidos acquisition. |
| Kennywood | West Mifflin, Pennsylvania | 1899 | 2025 | Acquired from Parques Reunidos acquisition. |
| Lake Compounce | Bristol, Connecticut | 1846 | 2025 | Acquired from Parques Reunidos acquisition. |
| Story Land | Glen, New Hampshire | 1954 | 2025 | Acquired from Parques Reunidos acquisition. |

### Water parks

| Name | Location | Year Opened | Year Acquired | Notes |
| Dollywood's Splash Country | Pigeon Forge, Tennessee | 2001 | | |
| Hurricane Bay | Louisville, Kentucky | 1992 | 2021 | Included with admission to Kentucky Kingdom |
| Splash Island | Valdosta, Georgia | 2003 | 2007 | Included with admission to Wild Adventures |
| White Water Branson | Branson, Missouri | 1980 | | |
| Noah's Ark Water Park | Wisconsin Dells, Wisconsin | 1979 | 2025 | Acquired through Palace Entertainment acquisition |
| Raging Waters Los Angeles | San Dimas, Los Angeles County, California | 1983 | 2025 | Acquired through Palace Entertainment acquisition |
| Sandcastle Waterpark | West Homestead, Pennsylvania | 1989 | 2025 | Acquired through Palace Entertainment acquisition |
| Splish Splash | Riverhead, New York | 1989 | 2025 | Acquired through Palace Entertainment acquisition |
| Water Country | Portsmouth, New Hampshire | 1984 | 2025 | Acquired through Palace Entertainment acquisition |
| Wet'n Wild Emerald Pointe | Greensboro, North Carolina | 1984 | 2025 | Acquired through Palace Entertainment acquisition |

### Aquariums and Zoos

| Name | Location | Year Opened | Year Acquired |
| Adventure Aquarium | Camden, New Jersey | 1992 | 2007 |
| Newport Aquarium | Newport, Kentucky | 1999 | 2007 |
| Vancouver Aquarium | Vancouver, British Columbia | 1956 | 2021 |
| Living Shores Aquarium | Glen, New Hampshire | 2019 | 2025 |
| Sea Life Park | Waimanalo Beach, Hawaii | 1964 | 2008 |

### Attractions

| Name | Location | Year Opened | Year Acquired | Notes |
| Talking Rocks Cavern | Stone County, Missouri | | 1969 | |
| Callaway Gardens | Pine Mountain, Georgia | 1952 | 2022 | Leased from Ida Cason Callaway Foundation |
| Boomers! Palm Springs | Palm Springs, California | 1998 | 2025 | Acquired through Palace Entertainment acquisition |
| Boomers! Vista | Vista, California | 1998 | 2025 | Acquired through Palace Entertainment acquisition |
| Malibu Grand Prix | Norcross, Georgia | 2002 | 2025 | Acquired through Palace Entertainment acquisition |
| Mountasia | Marietta, Georgia | 2002 | 2025 | Acquired through Palace Entertainment acquisition |

### Dinner shows

| Name | Location | Year Opened | Notes |
| Dolly Parton's Stampede | Pigeon Forge & Branson | 1988 & 1995 | Chain of dinner theaters, Formerly in Myrtle Beach & Orlando |
| Pirates Voyage | Myrtle Beach & Pigeon Forge | 1992 & 2019 | Dinner Theatre first opened as a Dolly Parton's Dixie Stampede but converted to Pirates Voyage in 2011. Pigeon Forge location opened in 2019. |
| Hatfield and McCoys | Pigeon Forge | 2010 | Dinner theatre |
| Showboat Branson Belle | Table Rock Lake in Branson, Missouri | 1995 | A dinner, show and cruise originally known as Kenny Rogers Showboat Branson Belle. |

### Lodging

| Name | Location | Year Opened | Year Acquired | Notes |
| Dollywood Cabins | Pigeon Forge | 2010 | | Cabin style lodging in the Great Smoky Mountains |
| Dollywood's DreamMore Resort | Pigeon Forge | 2015 | | Full Service resort and spa |
| Dollywood's Heartsong Lodge and Resort | Pigeon Forge | 2023 | | Full Service resort and convention center |
| Silver Dollar City campground | Branson | | | Log cabins and campground |
| The Lodge & Spa at Callaway Gardens | Pine Mountain | 2006 | 2022 | Full Service resort and spa, conference & golf |

### Sports Entertainment Franchise

| Name | Location | Year Opened | Year Acquired | Notes |
| Harlem Globetrotters International Inc. | Peachtree Corners, GA | 1926 | 2013 | Exhibition basketball team |

## The Dollywood Company

The Herschends extended their brand in 1976 upon purchasing a small tourist attraction in Pigeon Forge, Tennessee, called Goldrush Junction. The following year the attraction was renamed Silver Dollar City Tennessee as part of a development plan to transform the property into a theme park patterned after the original Silver Dollar City in Branson. For the Pigeon Forge park, the Ozark Mountains theme of the original Silver Dollar City was slightly reworked to represent the Great Smoky Mountains and Appalachia culture instead, fitting the location in the foothills of the Smokies.
In 1986, singer and actress Dolly Parton, who grew up near Pigeon Forge, became a co-owner, and the park's name was changed to Dollywood, reflecting her involvement. At this point, the Pigeon Forge park was branched off into a separate division of HFE called The Dollywood Company, which oversees all the properties that Dolly Parton has interest in.
Along with the Herschend family, Dolly Parton co-owns the Dolly Parton's Stampede (formerly Dixie Stampede) dinner attraction chain, which has locations in Pigeon Forge (opened 1988), Myrtle Beach (1992), and Branson (1995). A location in Orlando opened in 2003 and closed in early 2008.
In 2001 a new water park was opened adjacent to the Dollywood theme park called Dollywood's Splash Country.

## Callaway Gardens

Former Herschend employee William R. "Bill" Doyle, III was hired as the President & CEO of Callaway Gardens in June, 2015.
Doyle resigned effective July 8, 2019 after four years on the job to return to Herschend. He continued as a trustee of the Ida Cason Callaway Foundation and assisted in the search for a new president.
Herschend began managing Callaway Gardens in 2020. Two years later, they purchased most of the assets, including The Lodge & Spa, Golf: Lake View Course & Mountain View Course and conference center. Herschend will lease and manage the Ida Cason Callaway Foundation's Virginia Hand Callaway Discovery Center, Cecil B. Day Butterfly Center, Ida Cason Memorial Chapel and the gardens. Callaway had about 500 employees.

## Past properties

HFE built several water parks in the 1980s which have since sold to other companies such as Wet 'n Wild, and White Water Bay. White Water Branson, built in 1980, was the forerunner and is still owned by HFE; while the White Water parks in Oklahoma City (1981), Grand Prairie, Texas (1982), Garland, Texas (1982) and Atlanta (1983) have been sold.
The 4,000 seat Grand Palace Theatre opened in 1992 by the Herschends. The theatre was co-owned by singer Kenny Rogers. Along with Rogers headliners were Glen Campbell, Louise Mandrell and Barbara Mandrell. In 1994 HFE entered into a ten-year contract with Radio City Entertainment. The Grand Palace Theatre would be the first to host the Radio City Christmas Spectacular starring the world famous Rockettes outside of New York City’s Radio City Music Hall. The shows were successful and led to Radio City Entertainment launching tours of their shows in other cities throughout the United States.
HFE built the $10 million Grand Village Shops with Kenny Rogers adjacent to The Grand Palace Theatre in 1993. Ozark wares and English bone china filled the twenty six New Orleans themed shops. HFE later bought out entertainer Kenny Rogers and sold The Grand Palace in 1996 and The Grand Village in 2005.
American Adventures, a children's theme park opened alongside White Water Atlanta. The park was sold to Six Flags in 1999.
In 1994, The Dollywood Company constructed a large music theatre in Pigeon Forge called Music Mansion. Headlined by James Rogers, the highly successful theatre was operated by HFE until 2001, when it was sold to Anita Bryant. In 2005 the theatre was sold again and converted to a WonderWorks location. A Music Mansion Theatre was planned for Myrtle Beach, but never materialized.
In 2003 the Dollywood Company opened a new Dixie Stampede location in Orlando, Florida along Interstate 4. The location operated until early 2008, when the property was sold to Simon Property Group for an undisclosed amount. The building was torn down, and an extension of the Orlando Vineland Premium Outlets was built on the land. HFE has plans to build another Dixie Stampede in the region at some point, though specific plans have not been disclosed.
In 2004 HFE purchased the Hawaiian Falls water parks located in Dallas, Garland and The Colony, Texas. In 2006 all three parks were sold.
In 2004 HFE purchased Ride the Ducks. In 2017, HFE sold Ride the Ducks to Ripley Entertainment who shut the operations down in 2018 after the deadly sinking in Branson.
Celebration City in Branson was acquired by them in 2002 and closed on October 25, 2008.
Herschend also briefly operated Six Flags Darien Lake from 2012 to 2014, installing the famous Moose on the Loose Pony Tack ride.