Pigeon Forge, TN with Mount Le Conte in the background.
In 1969, after Pigeon Forge issued a zoning plan assigning the entire strip along US-441 for tourism use, Art Modell (owner of the Cleveland Browns) purchased Goldrush Junction. In 1976, Modell sold the Junction to the Herschend Brothers of Branson, Missouri. The Herschends renamed the park Silver Dollar City after their successful theme park in Branson. The Ozark mountain theme of the Branson location was easily reapplied as an Appalachian theme in Pigeon Forge, and the park's attendance began to climb.
In 1982, hoping the capitalize on the publicity generated by the Knoxville World's Fair, Pigeon Forge initiated an aggressive economic plan that centered around theme parks, outlet malls, and live music venues. The first outlet mall, Factory Merchants, opened that same year. By 1987, there were four outlet malls in Pigeon Forge, and by the early 1990s, outlet malls provided 44% of the town's gross revenue.
The increasing number of tourist attractions brought competition for Silver Dollar City and its chief competitor in Pigeon Forge, Magic World, which had constructed a theme park on the slopes of Pine Mountain in the city's south section. In 1985, the Herschends approached entertainer Dolly Parton (who was born in nearby Sevierville) with a proposal for a partnership in the promotion and operation of Silver Dollar City. After lengthy negotiations, Parton became a minority partner in the enterprise, and Silver Dollar City was renamed Dollywood to kick off a major marketing campaign. The move proved successful as Dollywood continued expansion into the 21st century. Magic World folded in 1994.
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