You've probably stood in line for Time Traveler or grabbed a skillet of succotash and wondered, "Who actually runs this place?" It doesn't feel like a Disney park. It doesn't have that cold, corporate "spreadsheet" energy you get at some of the massive coaster chains. Honestly, it feels like a family business that accidentally became a billion-dollar empire.
That’s because it basically is.
If you’re looking for a quick answer: Herschend (formerly known as Herschend Family Entertainment) owns Silver Dollar City. But "owning" it is a bit more complicated than just holding a deed. It’s a mix of family legacy, a 99-year lease on a giant hole in the ground, and a recent massive expansion that turned them into the biggest family-owned theme park company in the world.
The Family Behind the Curtain
Silver Dollar City isn't owned by a faceless group of Wall Street investors. It’s still private. The Herschend family has been at the helm since the very beginning. It all started with Hugo and Mary Herschend back in 1950. They weren't theme park tycoons; they were a couple from Chicago who loved wildflowers and decided to lease Marvel Cave.
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Hugo died only five years later. That left Mary and her two sons, Jack and Pete, to figure out how to keep a cave tour business alive in the middle of the Ozarks.
They realized people hated waiting in line. To keep them busy, they built a tiny 1880s-themed village around the cave entrance. They called it Silver Dollar City. They even gave out silver dollars as change to tourists, hoping those folks would go back home, spend the coins, and tell everyone where they got them. Guerilla marketing before that was even a thing.
Who owns Silver Dollar City today?
Fast forward to 2026, and the structure has grown. While the Herschend family still maintains ownership, the day-to-day operations are handled by a professional management team led by CEO Andrew Wexler.
Wexler isn't a Herschend by blood, but he’s been with the company since 2007. This is a common move for successful family businesses. You keep the family values but bring in the Harvard MBA types to handle the $500 million expansions. Chris Herschend, a third-generation family member, currently serves as the Chairman of the Board.
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The 2025 Power Move
A lot of people don't realize how much the company just grew. In March 2025, Herschend (the parent company) pulled off a massive acquisition. They bought all of Palace Entertainment's U.S. properties. We’re talking over 20 historic parks across 10 states.
This deal didn't just add more coasters to their list. It solidified them as the world’s largest family-held themed entertainment company. Before this, they were "the guys who own Silver Dollar City and Dollywood." Now, they are a legitimate global titan, rivaling the public giants while staying private.
Wait, what about the cave?
Here is a weird bit of trivia: The Herschends don't actually own the ground Marvel Cave sits in. In 1950, they signed a 99-year lease.
When the last of the original landowners, Genevieve Lynch, passed away in 1972, she didn't leave the land to the Herschends. She left it to the College of the Ozarks and the First Presbyterian Church of Branson. So, Silver Dollar City pays rent to a college and a church for the privilege of having a theme park on top of a cave. That lease doesn't run out until 2049, so don't expect any "Closed" signs anytime soon.
Why the ownership structure matters for you
You might ask why it matters if it's family-owned or public. It changes the vibe. Publicly traded companies (think SeaWorld or Six Flags) have to answer to shareholders every three months. If they don't hit their numbers, things get cut.
Herschend operates on what they call "Heartspitality." It sounds a bit cheesy, but it’s a real philosophy rooted in Christian values. It’s why they offer free college tuition (Herschend GrowU) to all their employees—or "hosts," as they call them. It’s also why they’ve committed half a billion dollars to build a massive new resort at Silver Dollar City, scheduled to open late in 2026. They play the long game.
Other things they own:
- Dollywood: Yes, they partner with Dolly Parton. She’s the face, but Herschend does the heavy lifting on operations.
- The Harlem Globetrotters: They bought the legendary basketball team years ago.
- Adventure Aquarium: Located in New Jersey.
- Vancouver Aquarium: Their reach even extends into Canada.
- Wild Adventures: That quirky park down in Georgia.
The 2026 Outlook
Branson is currently seeing its biggest construction boom in decades. The new Silver Dollar City Resort is the centerpiece of a $500 million investment. It’s a 262-room hotel that is literally being framed right now.
If you visit today, you’ll see the cranes. This isn't just a theme park anymore; the owners are trying to turn it into a multi-day destination resort, much like Disney World or Universal, but with a lot more wood-carving and blacksmithing.
Practical Takeaways for Your Next Trip
Knowing who's behind the curtain can actually help you plan.
- Check for "Herschend" Perks: If you have a season pass for Silver Dollar City, check the fine print. Often, there are discounts or "bring a friend" days that apply to their other properties, like White Water or the Showboat Branson Belle.
- The Resort is Coming: If you're planning a big family reunion for late 2026, keep an eye on the resort bookings. It's going to change how people stay in Branson.
- Respect the "Host" Culture: Because the company focuses so much on employee retention and "leading with love," you'll find that many of the craftsmen and operators have been there for 30+ years. They aren't just summer hires; they are the keepers of the park's history.
Basically, Silver Dollar City is a massive business that still tries to act like a small one. It’s a weird, successful hybrid that seems to be winning the battle against the corporate giants by staying exactly who they are: a family-owned Ozark tradition.
Actionable Next Steps:
To stay ahead of the changes in Branson, you should sign up for the Silver Dollar City "Inner Circle" email list. It’s the first place they announce progress on the 2026 resort opening and new attraction reveals. Also, if you’re a season pass holder, log into the portal to check for new reciprocal benefits at the recently acquired Palace Entertainment parks.