Hersheypark has issued a second apology after a pricing comment posted under a Dolly Parton memorial thread drew fierce online backlash.
The Pennsylvania theme park, 48, sparked outrage on Tuesday when its official X account replied to a fan’s tribute praising Parton for keeping Dollywood admission at $99. The fan had written, “And she kept the prices reasonable in this economy,” in a thread mourning the country icon’s death at 80. Hersheypark’s account responded with, “Our summer tickets are $49.99.”
The comment was deleted quickly, but not before users captured screenshots and condemned the park. One outraged user demanded, “Are you guys going to offer an official apology for this TACTLESS post or keep on ignoring it?” Another slammed the park as “truly disgusting.”
Hersheypark made an initial public response as screenshots circulated, claiming the post had been intended for another conversation. “We certainly respect your concern,” they wrote. “A reply clarifying our ticket price in another conversation was posted without seeing the context of the chain, so we removed it quickly to avoid any confusion or insensitivity over intent. We absolutely apologize for the error.”
The pushback continued. One user wrote, “This is such a big yikes….like I’m shocked.” Hersheypark replied directly, stating that they “honor our industry icons” and that this was “absolutely not the intent.”
The park later shared a longer statement expanding on the apology and adding a tribute to Parton. They explained that a social media team member had spotted incorrect pricing information about Hersheypark online and intended to correct it directly with that individual. “A member of our social media team noticed inaccurate pricing information about Hersheypark within a post and intended to respond directly just to that individual to correct it, not realizing the reply would appear as a response to a conversation about Dollywood,” the statement read. “It was removed as soon as we recognized the context. We sincerely apologize for any insensitivity.”
The statement also honored Parton directly. “We join the millions mourning the loss of Dolly Parton, whose generosity, talent and spirit touched so many,” the park said.
In the viral moment that preceded the controversy, Parton’s family announced her death on Tuesday through a statement shared to her social media pages. Her nephew Bryan Seaver, who had served as her head of security, delivered a video message saying, “I have imagined the heaviness of this moment but haven’t truly felt it until now. It is an honor, an honor that is mixed with absolute pride and great sadness.” Tributes had poured in celebrating her music, her character, her wit, and her philanthropy — from helping finance the Moderna vaccine during the coronavirus pandemic to sending children’s books to young families through her Imagination Library.
Parton founded Dollywood in 1986 in Pigeon Forge, Tennessee, and the park has remained a major tourist destination and a cornerstone of her legacy.
Hersheypark’s longer apology statement remains posted on its social media accounts.