Striving to provide individuals, families, and groups who visit any of our establishments a kaleidoscope of opportunities for making memories in safe family-oriented environments

Experience Variety Group is a family- and locally-owned all-inclusive entertainment group that specializes in creating a kaleidoscope of opportunities for locals and tourists alike. Creating environments that are both fun and safe is our focus and commitment in any endeavor we take on.

In 2018, we opened our first business: Old Mountain Market, a convenience store off Dollywood Lane in Pigeon Forge, TN. Soon after, we opened our first restaurant Pizza at the Cove next door. Since then, we’ve continued to fill the gaps in entertainment and quality food service in our area. Currently, Experience Variety Group has a Pizza at the Cove location, two Axe House Taverns, an Axe House, Tennessee Grind Coffee & Tea Café, Smell of the Smokies Candle Shop, Old Mountain Gifts & Sweets, The Neighborhood Beer House, and Old Mountain Market.

We’re grateful for what we’ve accomplished thus far thanks to the support of locals and tourists to the area, and we’re excited for what’s in store for our future.

Supporting our community is important to us.


We pride ourselves on being the biggest fans and advocates of the communities we serve. We work hard to establish connections with community partners who have the same values as we do and to uplift each other the best we can.

We also have a great deal of respect for our veterans who have served our country in all divisions of the armed forces. If you are a veteran visiting one of our establishments, check out our pay-it-forward board where individuals and groups honor veterans by leaving behind a small token of appreciation in the form of a drink or food item.