It all started in 1950 when Hugo Herschend, a door-to-door vacuum cleaner salesman from Chicago, and his wife, Mary, a librarian, took their sons Jack and Pete on a road trip to Branson, Missouri. It didn’t take long for the family to fall in love with the region's natural beauty, geological wonders, and the kind hearts that called it home. On one of their many visits, they met the Lynch Sisters, who owned and operated Marvel Cave, a small cave tour in the Ozark Mountains. Hugo and Mary were so enthralled that they acquired a 99-year lease to operate the cave as a summer family business. Sadly, Hugo passed away soon after, but Mary and her sons were determined to fulfill their dream of sharing the cave's wonders with the world – so they sold the family home and moved to Branson to pursue the cave business full-time. With Mary, Jack, and Pete at the helm, Marvel Cave quickly became a “must-see” destination. Long lines for tours began to form, so to keep guests entertained, the Herschends built an 1880s-themed village above the cave – complete with entertainers, craftspeople, and wholesome family activities. One of the villages’ unique experiences was giving real silver dollars as change – which is how it became known as Silver Dollar City®.
Over the next four decades, Jack and Pete Herschend, with help from passionate hosts, continued to build the park and the family business by hand. As the company grew, the brothers became known across the industry for their humility, commitment, generosity, and fun-loving spirit. Even after Jack and Pete retired and passed the reins to the next generation of leaders, their love values and servant leadership style remain the heartbeat of Herschend – shaping our culture, illuminating our path forward, and inspiring all.
Today, Herschend remains 100% owned by four generations of the Herschend family. The family remains very active as owners - setting stockholder objectives and leading the majority-independent board of directors. The Herschends aim for the business to remain “Family Held Forever".
