The Brand Shepherd Podcast

How Strategic Planning Grows, Guides, and Protects the Dollywood Brand

Melissa Walker Dollywood

With Special Guest
Melissa Walker,
Director of Financial Planning & Analysis

Melissa leads a finance team responsible for Financial Reporting, Strategic Planning, Annual Budgeting, Quarterly Forecasting, Development and Analytics. The scope of her work includes Dollywood Theme Park, Dollywood’s Splash Country, Dollywood’s Smoky Mountain Cabins, Dollywood’s DreamMore Resort and Dollywood Development. Her philanthropy work includes serving as President on the Board of Directors for Kingdom Design Ministries, Committee Chair for Fantasy of Trees and Women’s Ministry leader at her church.

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Dolly Parton is America’s most beloved artist, and each year, millions of people flock to East Tennessee’s Smoky Mountains to make new memories at her Dollywood theme park and resorts. 

In this episode of the podcast, we get to hear from The Dollywood Company’s Director of Financial Planning & Analysis, Melissa Walker.

We cover a lot of ground in this episode:

  • What was the Dollywood strategic plan’s role in response to COVID lockdowns in 2020-2021.
  • How is Dollywood handling the post-COVID brand experience now?
  • The Dollywood brand experience is cherished by generations — how does strategic planning handle the demand for tradition and innovation?

Melissa was very generous with her time and gave us a practical look into how strategic planning guides, grows, and protects the Dollywood brand.

You do not want to miss this episode.

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