As it prepares for a milestone 75th anniversary in 2027, Callaway Resort & Gardens is beginning a new chapter—one shaped by its deep roots in the rolling hills and natural landscapes of West Georgia’s Pine Mountain region, and a bold vision for the future. Guiding this evolution is newly appointed Vice President & General Manager Neal Thurman, who, alongside 650 dedicated hosts, is stewarding a thoughtful brand refresh: Callaway is Calling, which includes new seasonal events and activations, themed experiences, menu items, and services.

New Leadership, Rooted in Purpose

Neal Thurman, a Georgia native and industry veteran with more than three decades of leadership in hospitality and attractions, joins Callaway Resort & Gardens from Dollywood Parks & Resorts, another storied Herschend destination. There, he served as Senior Vice President, helping steward transformative growth grounded in guest care and cultural authenticity.

“Investing in the future of this beloved destination means investing in leadership that will carry it forward,” said Bill Doyle, Senior Vice President of Resorts & Lodging at Herschend. “Neal brings decades of experience in destination hospitality, along with a deep understanding of the Herschend Way—where leadership is rooted in purpose, people, and hospitality that comes from the heart. We’re confident Neal will build on what makes Callaway special and help create memories worth repeating for generations to come.”

Callaway is Calling: A Vision for the Next 75 Years

Callaway is Calling is a brand refresh designed to align the full Resort experience around what Callaway does best—connecting guests to nature, relaxation, and meaningful time together. Developed through a year-long exploration that included input from longtime guests, first-time visitors, and the hosts who bring Callaway to life each day, the brand refresh reflects both enduring traditions and evolving guest expectations. It builds on the Resort’s legacy of hospitality while bringing greater intention to the services and experiences that guests know and love. https://www.callawaygardens.com/Media

Starting now, guests can discover enhanced programming, immersive seasonal events and dining offerings, and thoughtful amenities, including property-wide touchpoints that will invite guests to pause, reflect, and engage with their surroundings, including photo-op stations, quiet places to take in the gardens, and curated itineraries to make the most of each visit. Additional new offerings are listed below:

Morning is Calling: Start with a 60-minute guided yoga session, or a Day Spa Pass for access to spa amenities, including the salt room, dry sauna, steam room, relaxation room, and mini facial bar.

Evening is Calling: Unwind with an evening spa pass that includes a mini-massage and access to the salt room, steam room, dry sauna, relaxation room, and mini facial bar.

Sleep is Calling: Create your perfect wind-down routine with a selection of sleep-enhancing products like essential oils, herbal teas, earplugs, sleep sound machines, and access to three Spotify sleep playlists.

Tee Time is Calling: Start your day on the range with your choice of a focused 30-minute session or get back into the swing of things with a group golf-pro session led by a golf professional, with the inclusion of a commemorative Callaway Resort & Gardens golf ball.

Romance Is Calling: This limited-time experience begins with Bubbles and Berries and features a choice of a Winterberry Massage or Snow Forest Facial, among other integrated memorable offerings. Additional themed experiences will rotate throughout the year, each inspired by the season and designed to give guests new ways to experience Callaway. 

“As we look ahead to our 75th anniversary next year, we saw an opportunity—not just to refresh the brand, but to recommit to what makes Callaway unique,” Neal Thurman, Vice President & General Manager of Callaway. “Callaway is Calling is about preserving the essence of this incredible resort destination while evolving to meet the needs of today’s families and tomorrow’s guests. It’s a reflection of the past, and a clear step into the future.”

Callaway is inviting guests to share what calls them back to Callaway. Share your story and follow along as Callaway is Calling unfolds at https://www.callawaygardens.com/the-gardens/about/callaway-is-calling-overview.