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Keeping Your Brand Relevant in a Long-term Strategy

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About this event

Join us as Pete Owens, Vice President of Marketing/Public Relations for Dollywood Parks & Resorts, traces the evolution of the theme park from a roadside attraction that opened in the early 1960s to Dollywood Parks & Resorts’ place today as a family theme park destination named the #1 theme park in the U.S. by Tripadvisor. His discussion will include how the company has evolved and shifted its marketing and branding strategies through its 40 years of operation as Dollywood, and what comes next for this leading tourism destination.

Light refreshments will be served.

Speaker / Presenter

Pete is in his 26^th season with Dollywood. As Vice President of Marketing/Public Relations, Pete provides Marketing and PR strategy and direction for the Dollywood theme park, Dollywood's Splash Country, Dollywood's DreamMore Resort and Spa, Heartsong Lodge and Resort, Dolly Parton’s Stampede, and Pirates Voyage brands.

Owned and operated by Dolly Parton and Herschend Family Entertainment, Dollywood focuses on world-class hospitality, entertainment, unique family rides and attractions, all while preserving the heritage of the Smoky Mountain region through music, traditional food, and Master Craftsmen. Owens provides Marketing and PR strategy and direction for Dollywood theme park, Dollywood's Splash Country, Dollywood's DreamMore Resort and Spa, Heartsong Lodge and Resort, Dolly Parton’s Stampede, and Pirates Voyage brands.

Raised in Omaha, Nebraska, Pete now lives with his wife and two daughters in Seymour, Tennessee. He majored in Radio, Television, and Film at the University of Kansas and spent 15 years in affiliate television working in every aspect of News. Owens participated in the prestigious Poynter Institute, focusing on Journalism Ethics and Management. Immediately before joining the Dollywood Company, he was the Assistant News Director and Executive Producer of WATE-TV, the ABC affiliate in Knoxville. He is an Emmy® award-winning Producer and an active amusement industry speaker. He sits on the National Roller Coaster Museum Board of Directors and is a member of the International Amusement Parks and Attractions Association’s Communications Committee.