Hersheypark Addresses Backlash Over 'Tactless' Post After Dolly Parton's Death

Pennsylvania’s Hersheypark theme park has responded to backlash over an ill-timed social media post following the death of Dolly Parton.

“We join the millions mourning the loss of Dolly Parton, whose generosity, talent and spirit touched so many,” a park spokesperson told People in a statement on Wednesday, August 26. “A member of our social media team noticed inaccurate pricing information about Hersheypark within a post and intended to respond directly just to that individual to correct it, not realizing the reply would appear as a response to a conversation about Dollywood. It was removed as soon as we recognized the context. We sincerely apologize for any insensitivity.”

Hersheypark faced controversy on the same day as the singer’s death at age 80 on Tuesday, August 25, for responding to a fan crediting Parton for keeping “prices reasonable in this economy” for her own theme park, Dollywood in Pigeon Forge, Tennessee.

When the fan posted a photo of a single-day Dollywood ticket for $99 on X, Hersheypark responded by writing, “Our summer tickets are $49.99.”

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Another X user tagged Hersheypark directly to ask, “Are you guys going to offer an official apology for this TACTLESS post or keep on ignoring it?”

“We certainly respect your concern,” a response from the park read. “A reply clarifying our ticket price in another conversation was posted without seeing the context of the chain so we removed quickly to avoid any confusion or insensitivity over intent. We absolutely apologize for the error.”

Parton opened the Dollywood theme park in 1983, in part to boost tourism to the Smoky Mountain community near where she grew up. She retained coownership of Dollywood with Herschend up until her death on Tuesday.

Dollywood president Eugene Naughton paid tribute to the park’s “Dreamer in Chief” following the news that she’d died at age 80 due to a “brief battle with cancer.”

“This is a really heavy day for all of us here at Dollywood Parks & Resorts,” Naughton said in a video statement. “We’ve been dealing with the news of our ‘Dreamer in Chief’ passing.”

Naughton went on to promise fans that Parton will remain “alive and well here” at Dollywood.

“[We plan to] show kindness, don’t be afraid to love big, don’t be afraid to dream big, don’t be afraid to care more about others ‘cause that’s exactly what we’re gonna do,” Naughton tearfully said. “That’s exactly what she’d want us to do. The show must go on.”

As part of its pledge to carry on Parton’s spirit, Dollywood executives decided to keep the park open on the day of her death.

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“With heavy hearts, the Dollywood family mourns the passing of our beloved Dreamer-in-Chief, Dolly Parton,” a statement read via the official Dollywood Instagram account on Tuesday. “Everyone at Dollywood shares the sorrow of countless people around the world touched by Dolly’s warmth, wisdom and generous spirit.”

The official Dollywood Instagram account said the decision to keep the park open showed that Parton’s “enduring legacy extends beyond her music and generosity to her remarkable work ethic — an inspiration to people everywhere.”

Dollywood’s statement concluded, “In her spirit, Dollywood will be open Wednesday as Dolly wanted, always reminding everyone with her signature sparkle — ‘the show must go on.’ Together, we honor her by carrying forward her message of love, perseverance, and hope. Those wishing to give in honor of Dolly may consider making a gift to the organization she was so deeply passionate about, Dolly Parton’s @imaginationlibrary.”