A Rock City executive is making a direct appeal to residents as debate continues over the attraction’s proposed gondola transportation system on Lookout Mountain.
In a public letter released this week, Rock City Chief Operating Officer Greg Scheid addressed concerns raised by residents in Walker County and neighboring communities, saying he understands worries about traffic, growth, visual impacts and the long-term character of the mountain.
The proposed gondola, which would transport visitors from a base station at the foot of the mountain to Rock City, has generated months of discussion among residents on both sides of the Georgia-Tennessee state line.
Supporters contend the project could reduce vehicle traffic by shifting visitor parking, school buses and motorcoaches away from the mountain’s narrow roads. Opponents have questioned whether the system would actually reduce congestion and have expressed concerns about future development and changes to the area’s character.
In his letter, Scheid said the gondola concept emerged after Rock City abandoned plans for a separate expansion project that would have increased attendance without solving parking limitations.
According to Scheid, Rock City had previously developed plans for additional walking trails below the attraction’s waterfall, including ADA-accessible routes designed for wheelchairs and strollers. The project was fully engineered and sent out for bids before company leaders decided not to proceed.
Scheid said the expansion would have brought more visitors to Rock City while placing additional strain on existing parking facilities, resulting in increased traffic on Ochs Highway and surrounding neighborhoods.
Instead, he said company officials began searching for alternatives that would allow visitors to reach the attraction without adding more vehicles to mountain roads.
“That’s where the gondola came from,” Scheid wrote. “Not as an attraction, but as a transportation solution.”
Scheid also responded to criticism that his background in the theme park industry could lead to major changes at Rock City.
He said preserving the attraction’s character remains a priority and denied suggestions that the company intends to transform the destination into a theme-park-style operation.
The proposed system was described as an “ultra-quiet transportation system” designed to relocate most visitor parking to a lower elevation while reducing vehicle traffic near Rock City. Scheid said most school buses and motorcoaches would also remain at the base station, helping reduce congestion and improve safety.
While defending the proposal, Scheid acknowledged that many residents remain skeptical and said questions about the project’s effectiveness are reasonable.
He added that if the gondola is ultimately constructed, Rock City should be held accountable for whether the project delivers the promised traffic benefits.
The gondola proposal has already received rezoning approval from Walker County officials, but public discussion surrounding the project continues among residents, local leaders and community organizations.
Scheid concluded his letter by encouraging continued dialogue and emphasizing the need for respectful discussion.
He wrote that reasonable people can disagree on whether the gondola is the right solution, but said the conversation should remain focused on facts, mutual respect and protecting the qualities that make Lookout Mountain unique.
The proposed gondola remains one of the most closely watched development projects currently under consideration on Lookout Mountain, with supporters and opponents continuing to debate its potential impact on traffic, tourism and the future character of the mountain community.