Peachtree Corners-based Tourism Company Acquires Callaway Resort and Gardens

Herschend Enterprises plans to invest $20 million in the 2,500-acre located in Harris County.

Peachtree Corners-based Herschend Enterprises, a privately owned themed entertainment company that operates several theme parks and tourist attractions within the United States, recently assumed ownership of the Callaway Resort and Gardens in Pine Mountain, Ga. The asset, the largest employer in Harris County, was previously owned by the Callaway Foundation, according to the news release.

Sonny Horton, vice president and general manager of Callaway Resort and Gardens, said both organizations will continue working very closely together. The decision to expand came as the organizations reached the end of their original two-year agreement during which Herschend managed Callaway Resort and Gardens. 

According to Horton, Herschend will acquire ownership of the lodge, spa, golf courses, beach area and conference center. The nation’s largest family-owned themed attractions and entertainment company will lease and manage Virginia Hand Callaway Discovery Center, Cecil B. Day Butterfly Center, Ida Cason Memorial Chapel and gardens from the Callaway Foundation. 

Increased revenue will allow the resort to make improvements to the facilities like the lodge rooms, discovery center and butterfly center. 

Herschend plans to invest more than $20 million over the next five years for renovations and improvements to the resort and additional advancements to its world-class events.

The partnership has already brought about improvements with new community events like “Pumpkins at Callaway.” The event helped increase local tourism by 30% during September and October.  Horton added that there will more additions this year at the popular fall attraction and the winter attraction, “Fantasy in Lights.”

 Horton said Pumpkins at Callaway made a major increase in tourism in the area. Local businesses experienced an increase of 30% or more during September and October last year. 

“We’re honored to carry on the Callaway legacy by bringing our more than 70 years of experience in destination marketing to further develop Callaway as Georgia’s premier resort destination,” said Herschend Enterprises CEO Andrew Wexler in a news release. “We are wholeheartedly committed to preserving and strengthening all that makes Callaway so beloved and special — and look forward to celebrating the area’s natural beauty with a focused effort on world-class events and activities that complement the surrounding landscape.”

Information: callawaygardens.com