Growing up in the heart of the Smoky Mountains, Jessica Bookstaff Doppelt’s (HCB, ’00) story is woven with family legacy, business acumen and a passion for community. Doppelt recently returned to the University of Tennessee, Knoxville, to speak to the current Haslam College of Business M.S. in Marketing cohort at the Anderson Center for Entrepreneurship and Innovation’s Meet the Founder series.

During her talk, Doppelt traced her journey of entrepreneurship. She was immersed in the world of hospitality and attractions from childhood, spending her time learning the basics of business with gumball machines in her family’s restaurants. She also learned the tradition of entrepreneurship from her grandfather, the builder of the iconic Space Needle in Gatlinburg, Tennessee.

After earning her marketing degree from Haslam, Doppelt combined her entrepreneurial spirit with digital savvy, purchasing the domain PigeonForge.com as a college senior.

“Writing my business plan as an honors thesis at UT was amazing. It gave me a roadmap and solidified how this business would move forward,” Doppelt explained.

Despite skepticism from some, she saw the potential to create a comprehensive online resource for visitors to Sevier County, Tennessee, focusing on authentic local content and customer needs. Her business quickly grew, now serving over 250 clients and standing out from larger competitors by offering a uniquely local perspective and original content.

“In business, you’re always going to have naysayers. People will tell you, ‘That’s not going to work.’ But you have to say, ‘No. In my heart, I know what I’m doing here, and I know this is the right move for me’,” Doppelt said about staying true to a vision.

Doppelt’s journey did not stop there. She expanded her digital footprint with Durango.com in Colorado and took on new challenges, from running a family zipline business to managing marketing and public relations for her husband’s dermatology practice. Throughout, she has adapted to changing marketing trends, leveraging digital tools, social media and robust email campaigns to reach audiences and drive results.

A recipient of the 2025 Rocky Top Business Award, Doppelt credits her success to foundational business lessons, a willingness to embrace change, and the support of her family and UT network. As she continues to innovate and mentor others, her story exemplifies the power of resilience, local expertise and entrepreneurial vision in today’s evolving business landscape.

About the Anderson Center for Entrepreneurship and Innovation

The Anderson Center for Entrepreneurship and Innovation, housed in the Haslam College of Business, is the front door to entrepreneurship at the university, connecting entrepreneurs and innovators at every stage with the resources, networks and expertise needed to solve real challenges. By cultivating an entrepreneurial mindset across campus, connecting entrepreneurs with resources and mentorship they need to grow and collaborating with the UT and regional ecosystem, the Anderson Center is developing an entrepreneurial culture where Volunteers are empowered to identify unmet needs and take bold action to create value through new ventures.

Author

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Allison Kelly, director of marketing, akelly9@utk.edu

Contact

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Leah McAmis, senior editor, leah@utk.edu