A New Chapter for Rock City

The gondola is a transportation system that would carry guests from a base area at the foot of the mountain to the top of Lookout Mountain. Its purpose is to:

• Improve access to Rock City by providing a safe, quiet, and efficient mode of transportation
• Reduce traffic on mountain roads
• Provide a parking solution

This is not an amusement ride but a long-term mobility solution.

Rock City has welcomed guests to Lookout Mountain since 1932 and continues to plan for the long-term future of the attraction and guest experience. The gondola helps:

• Improve safety and access
• Offer an incredible new opportunity to experience the wonder of Rock City
• Reduce congestion on narrow mountain roads
• Alleviate pressure on limited parking capacity, allowing guests more time at Rock City

Yes, Rock City has the ability to move forward with constructing the gondola outside the city limits of Lookout Mountain, Georgia. All parcels for development are currently owned by Rock City and zoned appropriately, and all easements for other properties are in place.

No, Rock City has the ability to move forward with this project today. The current issue in front of the City of Lookout Mountain, Georgia is simply about whether the upper station of the gondola system can be built within city limits.

No. While approval exists outside City limits, Rock City’s preference is to:

• Deliver the least impactful version of the project

Rock City is requesting a targeted zoning amendment to allow a gondola system within City limits. This would allow for the upper station to be built in the ideal location for guests and the community. In summary those changes are the following:

• Allow aerial ropeway systems (like gondolas) as a permitted use
• Remove sky lifts as a non-conforming use

All restrictions on carnival and amusement rides would remain in place. You can read about the proposed amendment on the city website here.

The current ordinance prohibits chair-lifts, sky lifts and mechanical rides. The request simply:

• Distinguishes a transportation system from an amusement or carnival ride
• Allows a specific, limited use without changing broader zoning protections
• Applies only to the Tourist Oriented District, where Rock City lies. Would not allow this type of transportation for other parts of the mountain.

The difference is where the upper station is located.

Upper Station Inside the City (preferred):

• Located in an existing parking lot area
• Less land disturbance
• Lower visual impact

Walker County alternative (already approved):

• Located in an undeveloped area
• Could require:
  • New construction access
  • Greater disturbance to natural areas, more tree removal
  • More visible structures in certain viewsheds

It allows the project to:

• Use already developed land – currently a parking lot
• Minimize environmental disruption
• Reduce construction impact
• Limit visibility

The project is moving through the approval process with the City of Lookout Mountain:

• In Review by the Municipal Planning Commission
• Next step: City Council consideration

Yes. By shifting guest arrivals to the base of the mountain:

• Fewer cars travel up Ochs Highway
• School busses, motorcoaches, and tour buses will park at base area

The current design reflects community feedback and priorities:

• Use of an existing developed area
• Minimal land disturbance
• Reduced visibility where possible
• Preservation of tree canopy
• Fewer vehicles on residential roads

Yes, the proposed amendments are in alignment with the policies and intent of the city’s comprehensive plan by advancing goals in three key areas of the plan:

• It protects natural resources and minimizes land disturbance area
• Supports an existing business already integrated into the City’s economy
• Supports the ability to develop the “Activity Destination District”

The City’s Comprehensive Plan allows thoughtful, well-designed projects in appropriate areas. The focus is not simply on whether something is new, but whether it fits the character of the community based on location, design, and overall impact.

We are partnered with industry experts to ensure the gondola fits all areas that will be developed.

No. The gondola system is designed to travel over the forests’ canopy avoiding the need for excessive tree removal. The proposed arrival station is in an already developed parking lot not visible from below. The station location outside of the city would have a far more drastic impact on the views from Lookout Mountain.

Rock City is known for its Seven-States-View and we would not build anything that would compromise that.

Rock City’s goal is to improve access and increase attendance to the gardens and welcome guests to our property.

Both the base and upper arrival areas are intentionally designed so that visitors are guided straight to Rock City’s entrance. Thoughtful layout, landscaping, signage and wayfinding will help ensure a clear and direct path for all guests.

In fact, the upper arrival station is positioned to move visitors farther away from nearby residential homes and closer to Rock City’s entrance. Historically, guests rarely explore surrounding neighborhoods and we don’t see this being a problem in the future.

Rock City has been family owned for 94 years, sharing the beauty of Lookout Mountain in a respectful way. We have evolved over time to meet the needs of increasing visitation, while remaining committed to a specific aesthetic and authentic experience.

Our goal is to remain family owned and continue that legacy through investment within our existing footprint. This project is about improving access, not expanding development across the mountain. Any future enhancements remain within Rock City’s established areas and adhere to all conforming uses following all zoning requirements, review and permitting processes.

Rock City has developed a long-range master plan for our attraction. This is common industry practice and serves as an internal guide for decision making when it comes to capital improvements, repairs, and gardens enhancements. All of these plans are conceptual in nature and focus on improvements inside the gates of Rock City. We have not shared it because it is a visioning document and subject to changes.

As a 94-year-old attraction, there is continuous work needed to renovate, upgrade and maintain our property. Just this year we have completed parts of those phases of investment (a refresh of our Heirloom gathering spaces) including a rebuild of our High Falls infrastructure, trail access points, and a complete renovation of our Prospector’s Point restrooms.

Other areas of the phased plan that we have worked on (and visitors will notice) include:

• New Entry Plaza
• Legacy Lane enhancements – activations for seasonal events
• Carter Cliffs enhancements – open rooms and accommodations for Santa during Enchanted Garden of Lights
• Infrastructure Improvements – electrical, lighting, and irrigation

We understand that change can be scary for some folks. We want to share our decision making philosophy:

• Rock City has evolved over its history to meet the needs of guests and increase visitation. We approach every new design project in a way that enhances, not detracts from the natural beauty of the property. We are guided by our legacy of stewardship and values as an organization of courage, care, wonder, and excellence.
• Rock City will always be Rock City. The unique, authentic, and awe-inspiring nature of our place are things we want to enhance.
• We have no intentions of turning Rock City into an amusement park, our goal has been and will continue to be, to share the beauty of our unique property in a beautiful and authentic way.

To ensure that we can remain family owned, provide opportunities for our partners (employees), and continue to thrive as a business, Rock City must lean into our legacy of innovation and continue to evolve.

As a legacy business in the tourism and attraction industry, we love the things about Rock City that are nostalgic and have gotten us where we are today. However, continued enhancements and increased visitation are important to remain a viable business. Our attendance continues to grow year over year, which is a crucial part of our business. Our continued investment in our attraction is to help support that growth thoughtfully.

From the day that Garnet and Frieda opened the gates to the Gardens, this place has evolved and changed, with new experiences and enhancements being added continuously. Our stewardship of Rock City includes a responsibility to ensure we continue to operate as a viable business. Innovation is part of any thriving business. We continuously seek to balance those needs with the responsibility to care for our people, our community, and our place well.

No. Rock City is a unique and one-of-a-kind natural outdoor attraction and always will be. Rock City is a geological and botanical wonder with over 500 species of native flowers, trees, and shrubs that we are committed to protecting. Since our founding, we have focused on stewarding this beautiful property.

All our long-term plans and improvements to the Gardens are designed to enhance the beauty of the natural space, providing opportunities for our guests to experience wonder and connection, not detract from it.

No. Current zoning prohibits all amusement park style rides and carnival style rides. Rock City does not wish to build any rides, nor is it asking for permission to do so.

No. Current zoning prohibits this.

There are no plans to convert mountaintop parking into new commercial uses. These will be maintained for parking by visitors coming from other Lookout Mountain attractions and partners (employees).

The City of Lookout Mountain, Georgia has ordered a study of the City’s sewer infrastructure and its current limits. If issues are discovered, Rock City is happy to partner with the city, as it has for its entire history, to help solve infrastructure issues.

Yes. Property taxes are based on assessed value set by local authorities, not by the business itself. Like many tourism destinations, Rock City’s broader impact comes from visitor spending, which generates sales tax, lodging tax, and supports local businesses and jobs.

Visitor spending supports:

• For every $1 spent at Rock City, an additional $0.83 is generated within the local economy benefitting local restaurants, hotels, and shops
• For ever three jobs at Rock City, another is supported in the community across multiple industries
• Local and state impact of $1.2 million
• Sales and lodging tax revenue

It also creates a broader multiplier effect, where spending circulates through the community-supporting employee wages, local businesses, and year-round economic activity across the region.

No. A thriving Rock City is a major benefit to the surrounding neighborhoods. As stated above, Rock City has a positive economic impact through the community. For 94 years Rock City has balanced the needs of its business with the needs of the community. The gondola project is yet another example of the business looking to find a solution that both allows the business to continue to thrive and alleviate any adverse effects on the community.

The project will continue through City reviews, including City Council consideration. Updates will be shared as the process continues.

To create a long-term access solution that:

• Remains family owned and operated
• Evolve to meeting the growing demand of increased visitation
• Provide safer access and improve parking
• Share the beauty of Lookout Mountain, and our unique property, in a a responsible and respectful manner with the lowest amount of impact possible