In late June the National Park Service began soliciting proposals for operation of a food and retail facility at Mabry Mill on the Blue Ridge Parkway. The business has been under temporary management of Eastern National since 2024 after the previous concessionaire notified NPS in 2023 it was not interested in renewing or extending its lease. NPS was subsequently unsuccessful in attracting a new concessionaire that would operate the facility under a 10-year contract.
The revised 10-year contract proposal offers a reduced franchise fee plus additional flexibility in operating the store.
Mabry Mill, in southern Virginia at Milepost 176.2, is one of the most popular stops along the 469-mile parkway, and likely one of the most photographed locations in the National Park System. The site is best known for the restored gristmill, sawmill and blacksmith shop that are a short walk from the combination restaurant/gift shop. Many travelers who stop to explore the historic area also browse the gift shop and get a bite to eat.
The building’s 1,600 square feet of public space is currently divided equally between food service and retail. NPS has indicated a new concessionaire will be permitted to adjust this split based on how it best fits the business. In addition, the concessionaire will have flexibility with regard to the menu along with how and when it provides food service so long as the restaurant is open a minimum of five hours per day, four days per week.
The National Park Service forecasts 2026 revenues at between $600,000 and $900,000, a fairly wide range percentage-wise compared to most NPS concession proposals. This is likely related to the uncertain length of time it will require to repair portions of the road closed by Hurricane Helene in September 2024.
Two-thirds of revenues are expected to originate from food and beverage with the remaining one-third from retail. Revenues were $567,493, $671,597 and $738,542 in 2021, 2022 and 2023, respectively.
NPS estimates the operator will require an initial outlay of approximately $320,000, primarily for personal property. Remaining investment expenses will consist of outlays for inventory, start-up costs and working capital. The concessionaire will be required to remedy $34,000 of deferred maintenance in each of the first two years of the contract. The concessionaire will be required to pay a minimum franchise fee (essentially, rent) of one-half of
one percent of gross revenues. This is the lowest franchise fee we can remember from any NPS prospectus.
In addition, 2% of gross revenues are required to fund a component renewal reserve that is utilized to pay for repair and replacement needs.
Questions about the concession should be directed to NPS Commercial Services Specialist William Gordon, Jr. at [email protected] . Questions must be received by 12 p.m. EST on July 24, 2025. Notification to Intent to Propose is required by 12 p.m. on September 3, 2025. Formal proposals must be received by 12:00 p.m. on October 1, 2025.
The National Park Service will be conducting a site visit at Mabry Mill on Wednesday, July 16. Parties interested in attending the site visit should contact [email protected] at least a week prior to the scheduled visit.
Additional details concerning the Mabry Mill prospectus are available at https://www.nps.gov/subjects/concessions/cc-blri009-26.htm .
David and Kay Scott are authors of “Exploring the Oregon Trail: America’s Historic Road Trip” (Globe Pequot). The Scotts live in Valdosta, GA. Visit them at blog.valdosta.edu/dlscott
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