Rock City Enterprises Unveils New Name and Logo in Strategic Rebrand
LOOKOUT MOUNTAIN, Ga. (June 10, 2025) – See Rock City, Inc., the historic hospitality company behind the iconic Rock City Gardens, is officially rebranding as Rock City Enterprises in a move aimed at streamlining its corporate identity and preparing for future growth.
The 93-year-old company announced the change Tuesday, unveiling a new logo that features its signature birdhouse—a nod to its widely recognized “See Rock City” barn campaign that once dotted the American roadside.
“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 updated name reflects the company’s evolution beyond Rock City Gardens to a broader range of hospitality and tourism services. Rock City Enterprises owns and operates several well-known destinations and food and beverage brands in the region, and also manages services for other local attractions.
As part of the rebranding, the company will relocate its corporate offices to Chattanooga’s historic St. Elmo neighborhood. The move will bring executive staff, human resources, and accounting operations down from their longtime headquarters atop Lookout Mountain.
Founded in 1932, the company rose to national prominence through one of the most successful advertising campaigns in U.S. history—its “See Rock City” slogan hand-painted on barns across the country. The imagery became a symbol of Americana and inspired the Rock City birdhouses that now appear around the globe.
Despite the rebrand, Rock City Enterprises remains a family-owned business in its fourth generation of leadership. Company officials emphasized they have no plans to sell and reaffirmed their commitment to their mission of “creating memories worth repeating” for both guests and employees.
About Rock City Enterprises:
Rock City Enterprises owns and operates Rock City Gardens, Chanticleer Inn Bed & Breakfast, the Battles for Chattanooga exhibit, Grandview wedding and event venue, GOOD DOG, Starbucks on Lookout Mountain, and Clumpies Ice Cream Co. The company also manages ticketing and concessions for CARTA’s Incline Railway and oversees food and retail operations at the Creative Discovery Museum.