To create a clearer corporate identity, See Rock City, Inc., the 93-year-old hospitality company best known for Rock City Gardens, is rebranding as Rock City Enterprises. The new name and logo will help visitors and prospective employees better navigate its diverse hospitality offerings while honoring the company’s longstanding legacy.
“With this new name, we’re making it easier for people to understand who we are, what we do, and how we operate,” said Doug Chapin, owner and CEO. “This rebrand isn’t just about a name change—it’s about setting us up for the future, ensuring we’re well positioned for growth across both our owned businesses and managed contracts.”
The rebrand aims to clarify corporate structure and reduce confusion in recruiting efforts.
Rock City Enterprises owns and operates multiple hospitality ventures and manages contracts for other local attractions. As part of the transition, the company will relocate its corporate offices to Chattanooga’s historic St. Elmo neighborhood, moving executive staff, human resources and accounting from their current location atop Lookout Mountain.
Originally founded in 1932, the company built its reputation through one of the most recognizable advertising campaigns in American history—hand-painted barns urging travelers to 'See Rock City.' These barns became a symbol of Americana and inspired the creation of Rock City birdhouses now found across the country and even around the world. To honor that legacy, the company’s new corporate logo will feature the iconic birdhouse, symbolizing its deep history and continued dedication to hospitality.
The fourth generation owned company has no plans to sell and remains committed to its mission of “creating memories worth repeating for its guests and partners (employees).”