Pigeon Forge’s $50 Million Hasbro “Play District” Is Still a Go at the Former Smoky Mountain Opry
The temporary signs came down, but the plan did not change. Safe Harbor Development says The Play District: Powered by Hasbro is still coming to the former Smoky Mountain Opry on the Pigeon Forge Parkway, with about $50 million going into renovations.
The signs came down, and people started to wonder. But the plan for the old Smoky Mountain Opry building on the Pigeon Forge Parkway has not changed.
A spokesperson for Safe Harbor Development told The Mountain Press last week that The Play District: Powered by Hasbro is "certainly still a go." Safe Harbor is owned by local businessman Darby Campbell. The company has said it is spending about $50 million on renovations.
For people who own homes, cabins or commercial property near the Parkway, this is a building worth watching. It has sat empty for years. A big new attraction in that spot changes what visitors see on one of the busiest stretches of road in Sevier County.
What Safe Harbor confirmed
Safe Harbor announced earlier this year that it had bought the property. The plan was to open The Play District there by next summer. A few weeks ago the company took down its temporary signs about the project. That led to talk that the plans had changed again.
They have not, according to spokesperson Rebecca Goitia. She said the company is working on putting up the official signage.
The plans still include three parts:
- Nerf Action Xperience
- Peppa Pig Playtime
- Planet Playskool, with interactive experiences tied to other Hasbro products
Hasbro owns Play-Doh, Transformers and other toy and game lines.
Why the old Opry site matters
The building has been empty since 2020. A previous owner had announced a combined Nerf Xperience and Crayola Experience attraction for the site. That owner never finished the renovations.
So this is the second big plan for the same building. The difference this time is a named owner, a stated budget of about $50 million and a public statement after the signs came down that the project is moving ahead.
It is also not the only change on that part of the Parkway. Next door, the longtime home of the local Hard Rock Cafe is being renovated. It is set to become the first Sevier County location for Giordano's Pizza, a Chicago-style deep dish chain.
Pigeon Forge has seen other big Parkway-area plans this fall. The city's planners recently looked at a retail and convention project on Jake Thomas Road. You can read about it here: Pigeon Forge Planners Review a Jake Thomas Road Retail and Convention Project and a 10-Month Attraction.
What it means if you own nearby
Nothing in the reports gives an opening date beyond "by next summer," and no ticket prices or hours have been announced. So it is too early to say how much traffic the attraction will bring or when.
Here is what owners can do now:
- Cabin and condo owners: A family-focused attraction on the Parkway may matter to guests with young kids. If you rent nightly, it is worth noting in your listing once it opens. Don't promise it to guests before then.
- Owners thinking about selling: Buyers often ask what is planned nearby. A vacant building that is being renovated tells a different story than one that has sat empty since 2020. Keep the news articles handy so you can show buyers the facts.
- Commercial owners near the site: Construction and new signage can change traffic patterns during the build. Watch for city notices.
Sevierville Golf Club: who plays and who pays
In Sevierville, the Board of Mayor and Aldermen heard from Director of Golf Bob Parker this month, The Mountain Press reported Nov. 3. Club members had raised concerns at the board's October meeting. Parker answered in a written report.
The numbers show who keeps the course running. Parker said members bring in about 9% of the course's total revenue and use about 25% of the tee times. Out-of-town guests use about 55% of the tee times and bring in about 70% of the revenue. He said staff were told in 2025 to run the course on a break-even basis, and they have done that.
That is why members now have to book tee times in advance. Parker said the course had lost revenue in past years when members did not show up for their tee times.
He also answered complaints about weeds. A wet spring and summer, plus some equipment breakdowns, threw off the timing of weed treatments. He said the equipment is now fixed.
New golf carts coming
The board rejected the bids it got for new golf carts. Parker said he was worried the bid did not have the right wording. The course plans to switch to lithium battery carts and lease 150 of them under a new contract. He expects the new bid to be on the board's agenda in December.
The board also approved a low bid of $123,090.38 from SiteOne Landscaping Supply for golf course chemicals.
Other Sevierville votes
The same meeting included a $20,000 grant application for equipment and safety gear to help reduce wildfire risk. The board also awarded the Collier Drive force main sewer project to Haggard Plumbing for $184,775.
Gatlinburg: holiday season starts at Anakeesta
Up the road in Gatlinburg, Anakeesta has started its Christmas season. Its new "Journey to the North Pole" event runs Nov. 13 through Jan. 10. The park's gondola will be called the North Pole Express for the season.
The holiday crowd is part of why Gatlinburg cabin owners watch the winter calendar closely. Occupancy and booking habits shift as the season changes. Here is a recent look at that: Gatlinburg Cabin Occupancy Climbs to 68% in October as Guests Book Closer to Arrival.
Dates to know
- Tue., Nov. 10, 7 a.m. to 5 p.m. — Cloverleaf Lane in Gatlinburg closes to through traffic between Airport Road and Reagan Drive for construction work.
- Wed., Nov. 11, 11 a.m. — Gatlinburg's Veterans Day Observance Ceremony at Mills Auditorium, Gatlinburg Convention Center. Gatlinburg City Hall and city offices are closed that day and reopen at 8 a.m. Thursday, Nov. 12. Trash pickup runs as normal.
- Nov. 13 to Jan. 10 — Anakeesta's Journey to the North Pole.
- December — Sevierville expects the new golf cart lease bid back on the aldermen's agenda.
- By next summer — Safe Harbor's target for The Play District at the former Smoky Mountain Opry.
At a glance
| Item | Detail |
|---|---|
| Project | The Play District: Powered by Hasbro |
| Site | Former Smoky Mountain Opry, Pigeon Forge Parkway |
| Owner | Safe Harbor Development (Darby Campbell) |
| Renovation spending | About $50 million |
| Site vacant since | 2020 |
| Planned parts | Nerf Action Xperience, Peppa Pig Playtime, Planet Playskool |
| Next door | Former Hard Rock Cafe building becoming Giordano's Pizza |
| Sevierville Golf Club members | About 9% of revenue, about 25% of tee times |
| Out-of-town golfers | About 70% of revenue, about 55% of tee times |
Thinking about selling near the Parkway?
New attractions and new businesses can change how buyers see a neighborhood. If you want to know what your home or cabin could sell for today, start with a free home valuation. If you would rather skip showings and repairs, ask for a cash offer.
Is the Hasbro Play District still coming to Pigeon Forge?
Yes. A Safe Harbor Development spokesperson said in early November 2026 that The Play District is still a go and that the company is working on official signage for the former Smoky Mountain Opry site.
How much is being spent on the Play District?
Safe Harbor has indicated it is spending about $50 million on renovations to the former Smoky Mountain Opry building on the Pigeon Forge Parkway.
What attractions will be in the Play District?
The plans include a Nerf Action Xperience, Peppa Pig Playtime and Planet Playskool, which will have interactive experiences tied to other Hasbro products.
What is going into the old Hard Rock Cafe building in Pigeon Forge?
The longtime home of the local Hard Rock Cafe, next door to the old Opry site, is being renovated to become the first Sevier County location for Giordano’s Pizza.
Why do Sevierville Golf Club members have to book tee times in advance?
The director of golf said the course runs on a break-even basis and had lost revenue when members did not show up for tee times. Members bring in about 9% of revenue while using about 25% of tee times.
Source links
- The Mountain Press — Plans ‘still a go’ for Play District (Nov. 3, 2026)
- The Mountain Press — Sevierville Golf Club conditions considered (Nov. 3, 2026)
- The Mountain Press — Anakeesta celebrating holiday season with new attractions (Nov. 6, 2026)
- The Mountain Press — Cloverleaf Lane to close for construction (Nov. 9, 2026)
- The Mountain Press — Gatlinburg announces Veterans Day schedule (Nov. 9, 2026)
More from Kings of Real Estate
Related local news:
- Pigeon Forge Planners Review a Jake Thomas Road Retail and Convention Project and a 10-Month Attraction
- Pigeon Forge Weighs Up to $20 Million in Bonds; Planners Take Up a Pinyon Circle Road Rezoning
- Gatlinburg Cabin Occupancy Climbs to 68% in October as Guests Book Closer to Arrival
- Sevier County Moves to Take Full Planning Control Outside City Limits Oct. 19
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