The urbanism lesson in Dolly Parton’s Dollywood

FastCompany: When beloved country star Dolly Parton died on August 25, she left behind not only albums, accolades, and mourning fans, but also an entire urban project where her legacy lives on—not just as a faint memory, but as a tangible transformation of Tennessee. “She’s alive and well here,” Eugene Naughton, president of Dollywood Parks & Resorts, said in an emotional message posted to Instagram and TikTok . “We are all gonna keep her alive here,” he continued, calling Parton “our dreamer in chief.” For fans of the singer, the park is a go-to destination. And for thrill-seekers, its roller coasters are a must-ride.

But beyond the touristy attractions, Dollywood’s success is rooted in something deeper—it serves as a tribute to the region’s heritage, Parton’s glitz, and her devotion to the locals. The theme park transformed a city, becoming a lesson in how entertainment-oriented development can help shape a thriving community when done right. ca. 1997 [Photo: Leon Morris/Redferns/Getty Images] In Pigeon Forge, Tennessee, just a 15-minute ride from Parton’s hometown, the singer created Dollywood. Though many doubted the project in the beginning , it has become one of the most popular theme parks in the country ( voted No.

1 in Tripadvisor’s annual readers poll ), a place where over 10,000 people visit daily. Parton purchased the existing grounds—which already had some attractions in place—in 1985. Partnering with the city to expand the park, she built her team using local residents and family members. And 40 years later, the park is not only still standing but looking to expand . Dollywood spans 165 acres in the foothills of the Great Smoky Mountains. Inside, the smell of cinnamon bread, the park’s signature snack, fills the air. Dollywood. August 26, 2026.

[Photo: Melissa Sue Gerrits/Getty Images] The theme park features a variety of contrasting structures that not only call on Parton’s distinct aesthetic—think a store’s entrance veiled with a giant sparkly pink butterfly—but also highlight the region’s architecture and past. This includes a theater with a rustic farmhouse design, a working heritage railroad, and a replica of the electricity-free childhood home Parton shared with her 11 siblings. Mixed all into one, and anchored by Parton’s devotion to her home state, the park becomes its own Appalachian city and serves as an inspiration to urbanists far and wide.

[Photo: Dollywood] “What Dollywood does unusually well is root a large-scale destination in the identity of its region,” says David Kooris, executive director of the Connecticut Municipal Development Authority. “The crafts, music, landscape, and architecture make the experience specific to East Tennessee.” [Photo: Dollywood] According to Kooris, anchoring the project around a shared identity is what matters when it comes to urban planning. He added: “The strongest development begins with the history, culture, and physical assets already present in a place, and builds around them.

That is a lesson that applies just as much to the revitalization of a downtown or waterfront, making sure that new investment feels ‘of the place.’” [Photo: Melissa Sue Gerrits/Getty Images] While Parton is the heart of the park, its true core is the people who work there—a human focus that experts say directly drives its success. [Photo: Dollywood] “Dollywood has things like on-site workforce housing and an on-site family health center,” says Moses Gates, vice president of housing and neighborhood planning at Regional Plan Association. “It also has education benefits and leadership training to help with career tracks.

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The article highlights a significant case study of brand strategy in a well-known entertainment venue, making it impactful and relevant, while the concepts discussed are somewhat established in branding practices.