Pigeon Forge Planners Review a Jake Thomas Road Retail and Convention Project and a 10-Month Attraction
The Pigeon Forge Planning Commission reviewed two Jake Thomas Road proposals: a six-acre retail project with a small convention center and restaurants seating about 500, and a special event on a 60-acre tract that would run from March 2027 until January 2028.
Two new proposals could bring more activity to Jake Thomas Road in Pigeon Forge. One is a permanent retail project with a small convention center. The other is a temporary attraction that would run for about 10 months starting in March 2027.
The Pigeon Forge Planning Commission reviewed both plans at its regular meeting, The Mountain Press reported on Oct. 30. Neither is a finished project yet. Both show where the city's tourism core keeps growing, and both lean on city rules that were written with large tracts in mind.
The same week, the city's tourism department shared new research on what visitors spend in Pigeon Forge. Those numbers help explain why land near the Parkway and the city's parking areas stays in demand.
Proposal 1: Retail, restaurants and a convention center
The first plan covers a six-acre tract between Jake Thomas Road and the municipal parking lot, near the intersection with Teaster Lane. Community Development Director David Taylor said it includes 28,750 square feet of retail space, a convention center and a "family entertainment center."
The plans were presented by Compass Ventures. Taylor said they call for multiple restaurants with seating for about 500 people.
The parking question
Parking is the key issue. The Mountain Press reported that restaurants of that size would normally require hundreds more parking spaces than the 73 spaces shown on the site plan.
The project relies on a recent change to city rules. Under a newly amended ordinance, tracts of five acres or larger that adjoin city parking can use the public lot as off-site parking. Without that change, the developer would need to drop some of the planned facilities to add more spaces.
"It would require a redesign that we would have to review," Taylor said.
Proposal 2: A special event from March 2027 to January 2028
The second proposal is what Taylor called a special event, though it would last much longer than most. It would run from March 2027 until January 2028 on a 60-acre tract on Jake Thomas Road, including property across from the municipal lot.
City special events usually last a few days. Taylor said the municipal code lets the planning commission approve longer events on parcels larger than 10 acres if the applicant shows "a measurable positive economic impact on the community."
The Mountain Press noted that the event window lines up with the announced opening of Dollywood's 2027 season.
Jake Thomas Road proposals at a glance
| Item | Retail and convention project | Special event |
|---|---|---|
| Site | Six-acre tract between Jake Thomas Road and the municipal parking lot, near Teaster Lane | 60-acre tract on Jake Thomas Road, including property across from the municipal lot |
| What is planned | 28,750 sq. ft. of retail, a convention center and a family entertainment center | A long-running special event |
| Restaurants | Multiple, seating about 500 people | Not described |
| Parking | 73 on-site spaces, plus use of the adjoining public lot under the amended ordinance | Not described |
| Timing | Not announced | March 2027 until January 2028 |
| Presented by | Compass Ventures | Not named in the report |
Source: The Mountain Press, Oct. 30, 2026.
What visitors spend in Pigeon Forge
At the Oct. 28 Tourism Talks, a business outreach session hosted by the Pigeon Forge Department of Tourism, Jeff Shusterman of Majority Opinion Research presented the city's latest research.
Visitors spent more than $1.9 billion in Pigeon Forge in 2025. That produced more than $2.9 billion in economic impact for the city, according to the research.
Shusterman said every marketing dollar the Department of Tourism invests returns $110 in direct visitor spending. He said the city sees $154 in economic impact for each dollar spent on destination marketing.
The city has more than 16,500 overnight accommodations. The same report also describes tourism as generating more than $2 billion in annual revenue for the past 10 years. It does not reconcile that figure with its separate $1.9 billion visitor-spending figure for 2025; the measures should not be treated as interchangeable.
Pigeon Forge tourism numbers
| Measure | Figure |
|---|---|
| Visitor spending, 2025 | More than $1.9 billion |
| Economic impact, 2025 | More than $2.9 billion |
| Direct visitor spending per marketing dollar | $110 |
| Economic impact per marketing dollar | $154 |
| Overnight accommodations | More than 16,500 |
Source: Majority Opinion Research, as reported by The Mountain Press, Nov. 3, 2026.
Dates to know
- Friday, Nov. 6, 5 p.m.: The gravel parking lot on Court Avenue in downtown Sevierville closes for striping and other improvements. Sevier County expects to reopen it Sunday afternoon, weather permitting.
- March 2027 to January 2028: Proposed run of the Jake Thomas Road special event, subject to the required approvals.
While the Court Avenue lot is closed, the county says alternative parking will be available at the Rex Henry Ogle Courts Building lot at West Main Street and Court Avenue, and at the Gazebo lot on Bruce Street.
What it means for Pigeon Forge property owners
Large tourism projects affect nearby property in a few practical ways. Here is what to watch.
Traffic and parking
Restaurants seating about 500 people, plus a convention center, would bring more cars to the Jake Thomas Road area. Owners nearby should watch the site plan as it moves forward, especially how the public lot is shared and how traffic enters and leaves the site.
Rental demand
If you own a cabin or condo you rent out, more attractions and meeting space can help fill nights outside the peak summer season. A 10-month event that opens alongside the Dollywood season could add to visitor traffic in 2027. Buyers who plan to rent a property often ask about nearby draws like these.
Land near city parking
The amended parking ordinance applies to tracts of five acres or more that adjoin city parking. That could make some larger parcels near public lots easier to develop. Owners of land near those lots may want to learn how the rule works before talking with buyers or developers.
For more local context, see Pigeon Forge Weighs Up to $20 Million in Bonds; Planners Take Up a Pinyon Circle Road Rezoning and Pigeon Forge Awards $5.8M Westside Connector Contract — What It Means for Home Values. For pricing, read How much is my Pigeon Forge home worth in 2026?.
Thinking of selling in Pigeon Forge?
Whether you own a rental cabin or a full-time home, start with a free home valuation from a local agent. If you want a faster, simpler sale, you can also request a cash offer. Our proven system is built to sell Sevier County homes, and you can compare both options with no obligation.
What is planned for Jake Thomas Road in Pigeon Forge?
The Pigeon Forge Planning Commission reviewed two proposals. One is a six-acre retail project with 28,750 square feet of retail space, a convention center and a family entertainment center. The other is a special event on a 60-acre tract that would run from March 2027 until January 2028.
How many parking spaces does the Jake Thomas Road retail plan show?
The site plan shows 73 spaces. Under a newly amended city ordinance, tracts of five acres or larger that adjoin city parking can use the public lot as off-site parking.
Why can the Jake Thomas Road event run for 10 months?
Community Development Director David Taylor said municipal code allows the planning commission to approve longer events on parcels greater than 10 acres when the applicant shows a measurable positive economic impact on the community.
How much did visitors spend in Pigeon Forge in 2025?
Research presented at the Oct. 28 Tourism Talks found visitors spent more than $1.9 billion in 2025, producing more than $2.9 billion in economic impact for the city.
When does the Court Avenue parking lot in Sevierville close?
The gravel lot on Court Avenue in downtown Sevierville closes at 5 p.m. on Friday, Nov. 6, for improvements. It is expected to reopen Sunday afternoon, weather permitting.
Source links
- The Mountain Press — New development, event planned for Jake Thomas (Oct. 30, 2026)
- The Mountain Press — Pigeon Forge’s Tourism Talks provides research update to local businesses (Nov. 3, 2026)
- The Mountain Press — Gravel parking lot on Court Avenue to temporarily close for improvements (Nov. 3, 2026)
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Related local news:
- Pigeon Forge Weighs Up to $20 Million in Bonds; Planners Take Up a Pinyon Circle Road Rezoning
- Pigeon Forge Awards $5.8M Westside Connector Contract — What It Means for Home Values
- How much is my Pigeon Forge home worth in 2026?
- How fast do homes sell in Pigeon Forge?
- What does it cost to sell a house in Pigeon Forge?
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