In 1969, after Pigeon Forge issued a zoning plan assigning the entire strip along US-441 for tourism use, Art Modell (owner of the Cleveland Browns) purchased Goldrush Junction. In 1976, Modell sold it to the Herschend Brothers of Branson, Missouri. The Herschends renamed the park Silver Dollar City after their successful theme park in Branson. The Ozark mountain theme of the Branson location was easily reapplied as an Appalachian theme in Pigeon Forge, and the park's attendance began to climb.