A long-quiet stretch of the Parkway is finally getting a new script. An affiliate of Safe Harbor Development has purchased the long-idled Smoky Mountain Opry building in Pigeon Forge, closing the book on years of stalled plans and speculative buzz about what might replace the former theater. The new owner says it wants to turn the high-profile property into a family-friendly entertainment destination for both tourists and locals.
As reported by WATE, the affiliate has officially closed on the former Smoky Mountain Opry building and says the property will be reimagined with “a dynamic mix of attractions and immersive experiences for guests.” The developer is eyeing a mid-2027 opening, the station noted, a target that finally gives residents and nearby businesses something firmer than rumor to latch onto.
Crayola And NERF Plans Hit Roadblocks
Before this sale, the property had been slated to host a combination Crayola Experience and NERF Action Xperience after the Pigeon Forge Planning Commission signed off on updated site plans, according to the Pigeon Forge Department of Tourism. That colorful one-two punch, however, ran into financing and scheduling headaches that slowed progress to a crawl, local reporting found.
The Mountain Press reported that developers continued trying to bring the Crayola and NERF attractions to life, but the project missed multiple construction milestones before the property was ultimately sold. With the sale now complete, that earlier concept appears to have exited stage left.
Developer With Local Track Record Steps In
Safe Harbor Development is not a stranger to the Smokies hospitality scene. The company highlights several regional projects on its website, including the Margaritaville Island Hotel and Camp Margaritaville RV Resort and Lodge. It also lists a Knoxville office and a slate of projects across the Southeast.
That portfolio is part of why Safe Harbor says it is confident it can flip the Parkway property into a fresh, family-focused entertainment hub. The Opry building’s size, location, and visibility give the developer plenty to work with, assuming plans clear the usual approval hurdles.
Officials Welcome The Plan, But Timeline Is Tentative
City officials and nearby business owners are greeting the news with cautious optimism. Some are simply happy to see movement at all on a building that has loomed empty over the Parkway for months. Ronald Vigee told the station that he and his wife, in town celebrating their 29th anniversary, are excited about the prospect of new attractions. City leaders said they look forward to seeing what the developer formally puts on paper, according to WATE.
Before any demolition or construction crews roll in, Safe Harbor will have to submit detailed renovation plans and secure approvals from the Pigeon Forge Planning Commission. That process will involve scrutiny of façade changes, signage, and any necessary zoning adjustments.
For now, the former Smoky Mountain Opry remains a massive blank canvas on one of Pigeon Forge’s busiest stretches, with a new owner promising a very different act ahead. Locals and business owners will be keeping an eye on permit filings and construction timelines to see whether that mid-2027 debut sticks or turns into yet another delay on the Parkway.
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