Article

Parks Paying it Forward

September 4, 2025 • 09:32 AM • By Heather Larson

How attractions can give back to the communities they serve

herschend 2018 dolly parton reading at library of congress

Dolly Parton reads a storybook to a group of children as part of Dolly Parton's Imagination Library, a program that sends free books to children from birth to age five. Credit: Dolly Parton's Imagination Library

Whether it’s called paying it forward, reinvesting, or simply extending goodwill, the message is clear: giving back matters.

For attractions, supporting community efforts isn’t just the right thing to do—it’s also a smart business strategy. The return on these efforts extends well beyond financial gains or job creation. Organizations that engage meaningfully with their communities often see reduced employee turnover, stronger reputations, and a lasting, positive impact that reinforces their long-term success. Funworld spoke with several operators to learn their method for successfully developing charitable initiatives.

Providing Complimentary Admission

One of the easiest and most popular ways to give back is by donating admission tickets to local nonprofits. Hershey Gardens and The Hershey Story Museum both operate as nonprofits and have limited ways to support other organizations, says Amy Ziegler, senior director education, programs and operations at the Hershey Foundation.

“We try our hardest to provide positive experiences through complimentary tickets,” she says. “This is also a great way to participate in silent auctions.”

It is advised to set ground rules for who receives free tickets. In the United States, theInternal Revenue Service’s regulation states that the recipient must be a charitable corporation with tax exempt status under Section 501(c)(3) of their Code. In Hershey’s case, the nonprofit must have a geographic focus in Central Pennsylvania, where their employees and families live and work. The last criterion speaks to the organization’s mission, which must place an emphasis on causes that benefit educational and cultural enrichment.

Hershey Gardens gave away 1,880 tickets to support 470 different Central Pennsylvania organizations in 2024. Even better news, says Ziegler, was that all requests that met the requirements were fulfilled.

Credit: Dolly Parton's Imagination Library

Create a Foundation

Often, larger operators will form their own foundation so their facility can give back locally. With a foundation in place, an attraction can decide how its funds are doled out. Dollywood theme park in Pigeon Forge, Tennessee, established a foundation first in 1986, and Dolly Parton followed in 1988 by establishing The Dollywood Foundation to serve her hometown community in Sevier County, Tennessee.

“In its early days the Foundation focused on addressing the county’s growing dropout rate, but even then, the seeds were being planted for what would eventually grow into the Imagination Library that we know and love today,” says Tracy Long, director of marketing and development of the Dollywood Foundation.

In 1995, Parton launched Dolly Parton’s Imagination Library, the Foundation’s flagship program. The initiative aims to inspire a love of reading, and sends free, high-quality books to children from birth to age five, regardless of family income.

“Now, after 30 years have passed, we’re proud to be celebrating the incredible impact the Imagination Library has had on children and families around the world, with over three million free books mailed each month to children across five countries,” Long says.

Dollywood supports the Foundation in several ways. Through the Imagination Library’s partnership with Penguin Random House, Dollywood brings the books to life on stage at the Imagination Playhouse—where a live show takes place. The library is also featured in the new Dolly Parton Experience, giving visitors a deeper look at the program’s impact, says Long.

Empower Your Employees

Herschend, which operates almost 50 leading attractions after acquiring the North American assets of Palace Entertainment, recently realized that only a select few, high-level individuals in the company decided where donations were made. After acknowledging this divide, Herschend decided to democratize access to giving.

“We created a new, innovative giving program that furthers our investment in our people, reinforcing our culture,” says Andrea Pendleton, director of giving for Herschend. “We call it LoveShares.”

LoveShares offers hosts (Herschend’s term for employees) a say by allowing them to vote on the local nonprofits that make a meaningful impact on their communities. The outcome of the vote determines the amount of money donated to each organization.

With this approach, last year, more than 10,000 North American Herschend hosts had the opportunity to support more than 200 charities—mostly in their communities.

Each individual property within the Herschend portfolio determines volunteer hours, which is another way to empower staff. Allowing your employees to volunteer for a set period during working hours improves their well-being and boosts employee engagement.

Other Ways to Give Back

Students care for plants at Hershey Gardens. Credit: Hershey

“As nonprofits, we aren’t in a position to back other organizations financially, but we strive to find creative ways to support our community,” Ziegler says.

Hershey Gardens donates all the produce grown in their Hoop House and Student Garden to Cocoa Packs, an organization that provides supplemental food to children in need, says Ziegler.

“During 2024 we donated over 800 pounds of fresh produce,” she says. “We also use the Hoop House and Student Garden to teach young students about planting seeds and growing food.”

In keeping with the theme of education, the Hershey Foundation has also established two scholarship programs, titled Share the Gardens and Share the Story. This allows students from low-income school districts, which may not be able to afford field trips, to visit Hershey Gardens and The Hershey Story Museum at no cost. One of the biggest expenses for field trips is transportation, and Hershey can provide funds to offset that cost if necessary.

Other ways to pay it forward include sponsoring a local Little League team, holding a food or toy drive prior to the holidays, cleaning up the highway near you or a beach.

Pendleton says, the idea of “giving back” was built into the Herschend business by one of its founders, Mary Herschend, when she first started profit sharing in the ‘60s. Her profits helped ensure the stability of thousands of families, and the continued efforts honor an origin story deeply rooted in generosity.

Heather writes for several trade publications including Funworld, She resides in Washington State, which has very few theme parks, so she lives vicariously through Funworld. Connect with her on LinkedIn.