News Release

New retail partner announced for Mabry Mill on the Blue Ridge Parkway

Date: December 19, 2023
Contact: BLRI Public Affairs

Meadows of Dan, VA – National Park Service officials announced today that long time park store partner, America’s National Parks (TM), a part of Eastern National, will manage retail operations during the 2024 visitor season at Mabry Mill, located at milepost 176.2, on the Blue Ridge Parkway.  

Mabry Mill Restaurant and Gift Shop has historically been operated as a park concession, whereby a private business provides park visitors a service that parks do not provide directly. The contract with the current concessioner at Mabry Mill expires on December 31, 2023; and that operator has informed the National Park Service they do not plan to accept an extension or seek renewal of that contract. To that end, visitors can expect much of the traditional visitor experience at Mabry Mill in 2024 to continue including historic exhibits, cultural demonstrations, and live music events; however, seated dining will not be offered.   

“We are pleased that our long-time partner in park store operations, Eastern National, has agreed to step in and manage retail operations at Mabry Mill for the 2024 season,” said Blue Ridge Parkway Superintendent Tracy Swartout. “Eastern National has helped manage park visitor centers and stores on the Blue Ridge Parkway since 1955. Today they support operations at over 10 other store locations on the parkway, and over 240 park stores at NPS sites across the country; they are well suited to step into a new role at Mabry Mill.” 

NPS officials have initiated the process to attract a new concessioner and potentially a new operating model for this site. The park will issue a request for proposals for prospective operators in mid-2024, with the intent to have a new operator on site for the 2025 season. Concession operations in the National Park Service, and specifically the Blue Ridge Parkway, are evolving. The interests and activities of the 21st century park visitor may mean that historic uses of park concession facilities may no longer be viable business opportunities and must be re-evaluated to meet the needs of a new generation of park stewards and visitors.