Looking to the Future with Silver Dollar City President, Brad Thomas

Growing a Career and a Company

Brad Thomas’s enduring love of the Ozarks is rooted in his youth, when he moved to the area shortly after losing his mother to cancer. The broken-hearted 9-year-old and his grieving father were embraced by their new community, giving them strength, helping them heal, and planting seeds for his lifelong connection to this area and its people.

He attended Central High School, where he mingled with students from diverse backgrounds. It was an enriching experience that molded his views. Following graduation, he went on to Missouri State University to study marketing and management, and after a brief stint as Famous-Barr department store manager, he returned to MSU to seek an MBA.

During his master’s program, Thomas worked as a graduate assistant in the cooperative education office, which helped students find jobs related to their majors so they could receive academic credit while employed. “I was a product of working while I went to school,” he says. “It helped me understand focus, work and balance.”

Toward the end of his graduate program, Thomas began his career at Heer’s Department Store. He stayed with Heer’s for four years, holding positions in management, human resources and marketing.

One day in 1988, Thomas attended a luncheon with Pete Herschend, co-founder of Silver Dollar City. Herschend talked about Silver Dollar City’s plans to extend its operating dates through Christmas, and he was rallying communities with his dream of creating a “big Christmas corridor” in the region. He encouraged towns to put up lights and host drive-throughs and special events. Although the big Christmas corridor remains a dream today, Silver Dollar City drew 50,000 attendees that first Christmas season, sparking an economic boom that forever changed Branson’s tourism landscape.

Meanwhile, Thomas was intrigued by Herschend’s vision and business strategy. “I really could work for that man,” he thought to himself. Following a phone call to Herschend in 1991, Thomas took a job at Silver Dollar City. The job involved a pay cut, “but I knew in my soul that this was the place I could do a big chunk of my career,” says Thomas. In keeping with the 1880s-themed brand, he began as the “proprietor” of the marketplace. He bought and stocked merchandise, hired and scheduled staff, and operated the cash register.

In his second year, Thomas became the merchandise manager, overseeing 10 stores in the park. When the company chose to invest more in festivals in 1993, he was appointed the director of the newly formed festivals group. Seven years later, in 2000, Thomas took on the responsibility of assistant park manager, and just three years after that, he was promoted to general manager. By 2008, 17 years after starting as the proprietor in the marketplace, Thomas was announced as the President of the Silver Dollar City Company.

Throughout his tenure, Thomas has presided over the company’s substantial growth, in spite of numerous headwinds that might have thrown it off course. One such headwind occurred in 2008, when leading indicators predicted a major recession on the horizon. “We didn’t know if tourists would visit in the middle of an economic downturn,” says Thomas. “It caused us to do an analysis of everything we did. It was humbling.” While the recession was deep, the company saw uptrends by the end of 2009, and everyone breathed a sigh of relief.  Then the company marked its 50th anniversary with a jubilant celebration in 2010, commemorating not only its heritage but also the resilience that had carried it through  challenging times.

That resilience was unmistakable when the COVID-19 pandemic decimated global tourism. In a year that Thomas calls “horrific,” the entire company banded together and figured out a path forward. “We came out of the pandemic stronger,” he says, “drawing more visitors than we’ve ever had.” He credits the company’s long-standing culture of camaraderie, loyalty and strong work ethic with guiding it through tough times while also building a brand that now attracts over 2 million visitors each year.

Honoring Tradition, Fostering Innovation

For an amusement park that Thomas describes as “immersive” in its theming, Silver Dollar City must balance honoring tradition with engaging new audiences and innovating for the future. “The Herschends taught us to make sure we are understanding what the consumer thinks about us,” says Thomas. “Market research is an incredibly important part of our roots, and we make decisions based on it.” Every ride, festival, show and food is considered in light of what the research reveals.

Over the years, market research has identified a few of Silver Dollar City’s “sacred cows”—long-time favorites that are sacrosanct to visitors—including Wilderness Church and the Fire in the Hole ride. For more than 50 years, Fire in the Hole told the true story of a night in 1893 when the vigilante Bald Knobbers burned the tiny town of Marmaros to the ground. Yet after half a century, the ride and the building were nearing the end of their useful life. “It was time to reimagine the ride,” says Brandei Clifton, Public Relations Manager.

They looked at many options, including tearing out the old ride and creating a new ride inside the existing building. But it wasn’t feasible or cost-effective, so construction began on a new building. Research showed that patrons appreciated being able to bring their small children on the ride, which meant no big drops or breakneck speeds. “It could be the child’s first thrill experience,” says Thomas.

At the same time, research indicated a devoted fan base for the original ride. “In 2023, we announced it would be the [original] ride’s final year. The new building was done, and new track was being installed, but we wanted to give the [original] ride the grace and dignity our research said it needed. For a full year, people rode that ride knowing it was going away,” says Thomas. Visitors came from all over to relive memories. One guest, Melissa Ratliff, visited from southern Arkansas on Fire in the Hole’s closing day. She wanted to take one final ride in tribute to her father, who had brought her to Fire in the Hole’s opening day in 1972.

Last year, Ratliff visited Silver Dollar City again to check out the reimagined ride, now updated with onboard audio, enhanced special effects and extraordinary creative detail. The ride is modernized and fresh but has a similar feel to the original. Like so many devotees of the original Fire in the Hole, Ratliff enthusiastically gave the renewed attraction two thumbs up.

For Thomas, the entire process showed that the research worked. He says, “We could have done something entirely new, but we would have tarnished our brand.”

Investing in the Future

Thomas often speaks of “Denver to Memphis, Houston to Minneapolis” to highlight the park’s ability to attract visitors from all 50 states. “We want Silver Dollar City to offer something that guests can’t find in their hometown,” he says. Over the past decade, Silver Dollar City has done just that. Outlaw Run, which debuted in 2013 with the steepest drop of any wooden roller coaster in the world, drew coaster groups from Europe who came to study it. Likewise, Time Traveler received widespread acclaim, thanks to its three inversions, two launches and 95-foot vertical loop. Beyond the rides, Thomas points out, “Few theme parks offer such a well-rounded experience with craft shows, entertainment, festivals, decor and even a renowned cave.” According to Thomas, this unique combination has established Silver Dollar City as a national destination.

Within the next decade, the Silver Dollar City Company is primed for exponential growth, solidifying its place as a key player in the U.S. tourism industry and creating economic opportunities that will resonate for many generations to come. In October, Thomas announced the largest investment in the company’s 65-year history. Over the next ten years, the company plans to invest half a billion dollars into the development of new family-oriented experiences.

The first phase of the investment is the Silver Dollar City Resort, which will open in late 2026 and will be the first theme park resort in mid-America. The resort follows many years of discussion and research, with a focus on preserving the area’s natural beauty. “Other phases [of the investment] will be announced one at a time, but they will also be based on who we are,” says Thomas. “We know what forged us, and we will continue to build on the heritage of this place where people can make memories. This investment reflects a belief in the Ozarks, a belief in Missouri, a belief in tourism.”

The once-in-a-lifetime investment is “a game changer,” says Kara Corches, President and CEO of the Missouri Chamber of Commerce and Industry. “It’s a significant multiplier. From construction jobs to utility infrastructure, to bringing more visitors and residents to Missouri, it’s a win for the entire state’s economy when you see the scale of this project.” According to Corches, Thomas is an influential advocate for Missouri businesses across all sectors. He is the immediate past chairman of the Missouri Chamber of Commerce and Industry as well as serving 15 years over several terms on the Board of Directors for the Branson/Lakes Area Chamber of Commerce CVB and Taney County Partnership.

Even as Missouri stands to benefit from Silver Dollar City’s massive investment, it will make the most impact right here in 417-land. As President and CEO of the Branson/Lakes Area Chamber of Commerce CVB and Taney County Partnership, Pamela Yancey has long recognized the vital role Silver Dollar City plays in shaping southwest Missouri. Yancey says, “If you’ve ever questioned Silver Dollar City or Brad Thomas’s love of our area, the amount of money they’re going to invest in these Ozark hills answers the question. They love our Ozark Mountain country and are entirely committed to it.”

Leading with Heart

An abiding love of the Ozarks and its people has been the driving force behind Thomas’s distinguished career. Thomas follows in the footsteps of Silver Dollar City’s co-founder, Mary Herschend, who believed that if she took care of her employees, aka “citizens,” and her customers, aka “guests,” her business would stand the test of time.

Thomas is widely regarded for his servant leadership. Known for his exceptional ability to remember the names and personal details of individuals across the company, he consistently demonstrates interest in those around him. On any given day, he can be found strolling through the park, engaging incognito with patrons and chatting with staff—asking a security guard about his mother or a ride operator about her children, always by name.

Master candy maker June Ward, a beloved employee for 56 years, tells about a time when one of the park’s original employees, Hazel Murray, fell seriously ill and was bedridden. Thomas and Ward visited her often, reading to her, telling her stories and showing her pictures. After Murray passed, Thomas kept in contact with her family. In similar fashion, when Ward’s husband had a major heart issue and was airlifted to a regional hospital, Thomas personally called Ward to express his concern. “Any employee that Brad hears about, he contacts. If they will let him, he will help them,” says Ward.

Thomas’s leadership stands out not only for his authentic dedication to people but also for his commitment to supporting their day-to-day responsibilities. For example, he regularly checks with Ward about any supplies she might need for her candy creations, and he will go in search of them. When Thomas discovered a hard-to-obtain ingredient on the shelves of a local supermarket, he purchased two jars and brought them to her. “Look, June!” he said. “I just know you’ll find something to make with this.” Similarly, Rhonda Ruzzo, Director of Merchandise, occasionally receives texts from Thomas with ideas for items to sell. “Brad is not a micromanager. He trusts us to run our business and make the right decision,” Ruzzo says. Both Ward and Ruzzo appreciate his willingness to listen and adapt to differing perspectives.

With his flexible thinking and wealth of professional experience, Thomas is an invaluable asset to the broader business community. Kara Corches describes him as a “great convener” with the capacity to bring differing voices together. “When Brad Thomas invites you to a meeting, you go, because you have so much respect for him. He inspires people to perform at their highest level,” she says.

Indeed, Brad Thomas's devotion to the Ozarks is as enduring as the landscape itself. “I look at the amazing people that live in these hills,” he says, “and I’ve never thought this [company] wasn’t the place for me. I have peace being in this environment. I’m in a place that genuinely cares for our guests and our employees. That’s me. I genuinely care.” Inspired by the words of Silver Dollar City co-founder Jack Herschend, Thomas says, “I want to plant trees for the future, even if I know I will never sit under the shade of those trees.”