I donโt play the lottery often. However, if the prize gets up to enough money to start getting reported on the news, Iโll give it a chance. There are stories of people who win life-changing amounts of money only to fritter and waste it away. I would like to tell you that Iโd be better than that. However, that would absolutely be me. One thought that never crossed my mind, however? Buying Dollywood.
Apparently, there are a lot of people out there who worry about just how much it would cost to go to Pigeon Forge, write the check to buy Dolly Parton and her partners out, and then just own the Tennessee Tornado coaster and all the other Dollywood attractions. Timesaver pass? Forget that son, at Johnnywood I would ride that fire truck roller coaster any time I please.

How much does Dollywood make a year?
The best estimate I could find on the internet was the rather wide range of $100 million to $500 million annually. It canโt possibly be only $100 million. It should be much closer to $500 million and I think that might be low. But it’s hard to say definitively. Dollywood is owned by a private company and doesnโt have to report that information. When you Google it, a link to a Fox Business story based on the Forbes article pops up. That article claims Dollywood makes $3 million a year, which seems like a mistake.
Think of it this way: Most estimates Iโve seen say that 3 million guests per year visit Dollywood whilst on Tennessee Smoky Mountain vacations. Some of those visitors will have purchased season passes, which will reduce the overall average price for entrance paid by those 3 million significantly. Also, there are some other special discounts, promotions and giveaways.
The basic price of a Dollywood ticket is currently $89. Letโs say that three million with their season passes and discounts paid less than half of that value. Letโs say the average price paid for those people to get into the park was $35 โ and I feel this is a conservative number. Then, the company made $105 million in Dollywood ticket revenue alone. I suspect that figure is higher. And that doesnโt count merch or concessions. But keep in mind, however, thatโs revenue. Running a place like Dollywood ainโt cheap. I imagine costs eat a significant portion of that revenue as well.
Does that include the other ventures?
No. That $500 million revenue is just Dollywood. It doesnโt even include the water park Dollywoodโs Splash Country, Pirate’s Voyage Dinner and Show, Dollyโs Stampede or Dollywoodโs DreamMore Resort & Spa. And soon, Dollywoodโs HeartSong Lodge. How much are resort guests willing to pay for the special privileges that come with staying at a Dollywood theme park resort? Quite a bit.
Who owns Dollywood?
We’ve mentioned Dolly Partonโs partners quite a bit. Herschend Family Entertainment has owned the park going back to the days of Goldrush Junction and they still own Silver Dollar City in Branson, Missouri. According to the Forbes article, Dolly owns half of the park with her name on it. Does that mean theyโre 50-50 partners? It is not clear. All we know from Forbes is Dolly owns 50 percent. If anyone else has a piece, that means HFE has less and Dolly is the majority owner.
Would Dolly Parton sell the Dollywood theme park?
I mean, I suppose if the check was big enough. They say everybody has their price. However, our girl Dolly has shown that her price โ and business sense โ is higher than almost everyone elseโs. Back in the 70s, none other than Elvis Presley wanted to cut a version of Dollyโs classic โI Will Always Love You.โ At that point, Dolly was famous and rich. But she wasnโt Elvis famous and she wasnโt so rich that she couldnโt have used the boost that Elvis singing her song would give.
However, at that point, the King had been around and he understood the value of publishing and he understood exactly what it meant when he cut somebody elseโs song. Elvis wanted a piece. Dolly said no. He didnโt cut the song and she didnโt get the royalties. A decade or so later, Whitney Houston cut the song and it was a massive hit, earning Dolly a ridiculous amount of royalties.
Over the years, youโve heard all the stories about artists like the Beatles and John Fogerty and others who sold their music publishing for what amounted to pennies on the dollar. Not Dolly. She kept her catalog. Today, it is worth about $150 million, according to Forbes, last year. Dolly is an astute businesswoman who knows the value of the things she owns. Is she likely to sell Tennessee’s most-visited tourist attraction? It would cost a fortune, and Iโm not sure that would even do it. And if you paid that much, what would be the return on your investment?
Does Dolly Parton make money from Dollywood?
Yes, more than likely. She owns half the park and that stake is a major part of her net worth. Does she get a salary or a piece of the gate or something each year? I mean, sheโd just about have to. But with all of her philanthropic endeavors, I wouldnโt be shocked to find out thatโs the revenue stream she uses to support things like the Imagination Library or the 2020 research she helped fund. In addition to her ownership stake, Iโm sure she gets money annually. But does it actually hit HER bank account? I suspect weโll never know.
So how much is Dollywood worth?
This we have a pretty good figure on. Again, Forbes โ last year โ said that Dollyโs 50 percent is worth $165 million. Iโm no math whiz, but Iโm pretty sure that puts the park value at approximately $330 million if we’re guessing. And we are. That still seems low considering the additional attractions from The Dollywood Company.
So, could I buy Dollywood for $330 million?
I donโt think you could. Iโm not sure a billion would move Dolly or HFE off of that park at this point. But, Iโm also not sure youโd want it to. The year after Dolly bought her way into the park โ then known as Silver Dollar City โ there was a 75 percent increase in visitors. It was 1986 and Dolly was incredibly famous, but even then she wasnโt the icon that she is now.
The investments in the park and planning and care that have gone into making it one of the premier theme parks in the world will ensure the park will go on even after Dolly joins the heavenly chorus. Disney World carried on after Walt, and I suspect Dollywood will do the same. But if she was bought out? If she was no longer associated with Dollywood? The park certainly survives โ probably even continues to thrive โ but it takes a hit. Thereโs no doubt in my mind it would take a hit.
So, if I win the lottery, I shouldnโt buy Dollywood?
No. But youโd be wise to do as Dolly did. Find a park with potential, invest and hire smart people to help it grow. In the meantime, thereโs a little concert venture Iโd like for us to go over.
What do you think Dollywood is worth? Let us know in the comments.
Do you know how much 100 million dollars is. The Answer is is an estimated 3 million annually and the park itself is worth an estimated 165 million dollars. That would be the biggest return on investment ever made.