Dollywood, the iconic theme park co-owned by Dolly Parton, is currently navigating financial pressures following the permanent closure of two of its amusement parks in Georgia. These closures have sparked discussions about the park’s financial stability and its future expansion plans, highlighting challenges in managing a growing portfolio of entertainment properties.
Recent Closures and Their Implications
In late September 2025, Herschend Family Entertainment, Dollywood’s parent company, announced the permanent shutdown of two Georgia-based parks: Malibu Norcross in Gwinnett County and Mountasia Marietta in Cobb County. Both parks had been operating for over two decades, serving as popular destinations for families and contributing to the company’s regional presence.
The closures came shortly after Herschend’s acquisition of Palace Entertainment in May 2025, which added several parks to its portfolio, bringing the company’s total properties to 49. CEO Andrew Wexler emphasized that these decisions were strategic, aimed at consolidating operations rather than reflecting poor performance by staff or guest dissatisfaction. Analysts view the closures as a response to shifting industry dynamics, increased operational costs, and the need to focus on high-performing venues.
Financially, the closures are likely to have short-term impacts on revenue streams, though the flagship Dollywood park in Pigeon Forge remains open. Streamlining operations allows the company to allocate resources more effectively, reducing risk while positioning for sustainable growth.
Impact on Dollywood’s Core Operations
Dollywood in Pigeon Forge continues to thrive, attracting millions of visitors annually with its blend of rides, entertainment, and cultural attractions. Despite the closures in Georgia, the flagship park remains a central source of revenue and brand identity for the company.
Experts suggest that the closures may allow Dollywood to focus on improving guest experience and investing in new attractions. Prioritizing the core park can strengthen market position, reduce operational complexities, and ensure that resources are concentrated on areas with the highest potential for growth.
Operational focus also allows Dollywood to enhance its seasonal events, live performances, and themed experiences, keeping visitors engaged year-round. By maintaining high-quality attractions and services, the park reinforces loyalty among returning guests while attracting new visitors.
Future Plans and Expansion
Dollywood is planning major new attractions to drive growth, including the NightFlight Expedition scheduled to open in 2026 at an estimated cost of $50 million. This innovative experience blends roller coaster elements, whitewater rafting, and a boat voyage through a bioluminescent lake, providing an immersive nighttime adventure inspired by the Smoky Mountains.
The NightFlight Expedition is part of Dollywood’s strategy to innovate and differentiate itself in the competitive theme park market. By introducing a unique attraction, the park aims to attract new audiences while maintaining engagement with existing visitors.
Investment in flagship experiences reflects the company’s confidence in its long-term strategy. Despite financial challenges from park closures, Dollywood continues to position itself as a leading destination for family entertainment and tourism.
Industry Context and Outlook
The amusement park industry faces ongoing pressures, including rising operational costs, increased competition, and changing consumer preferences. Parks like Dollywood must adapt by optimizing their portfolio and focusing on high-impact experiences.
Consolidating operations while investing in innovative attractions is a common strategy for entertainment companies to balance financial stability with growth. Dollywood’s approach aligns with industry best practices, aiming to secure long-term profitability while maintaining brand reputation.
Analysts predict that Dollywood’s focus on its core park, combined with high-profile investments like NightFlight Expedition, could offset revenue losses from closures. Strategic planning, operational efficiency, and continued innovation will be critical to sustaining its competitive edge.
Conclusion
Dollywood faces financial challenges following the closure of two Georgia parks, but remains a leading destination in the amusement park industry. By focusing on its Pigeon Forge flagship, introducing innovative attractions, and streamlining operations, the park demonstrates resilience and strategic foresight.
The success of upcoming projects like the NightFlight Expedition will play a pivotal role in shaping Dollywood’s financial future and maintaining its appeal to visitors nationwide. As the park navigates these challenges, its ability to balance operational efficiency with guest experience will determine long-term growth and sustainability.