# Land of Oz — Full Brand Brief > One-of-a-kind interactive Wizard of Oz experiences atop Beech Mountain, North Carolina. Home of the Autumn at Oz Festival and the Tea with Dorothy & Aunt Em event. --- ## Quick Facts | Field | Value | |-------|-------| | Name | Land of Oz | | Alternate name | Land of Oz NC | | Tagline | There's no place like Oz | | Founded | 1970 | | Address | 1007 Beech Mountain Pkwy, Beech Mountain, NC 28604, USA | | Latitude / Longitude | 36.2073°N, -81.8870°W | | Phone | +1-844-307-7469 | | Email | info@landofoznc.com | | Parent organization | Carolina Caribbean Corporation (founders' company) | | Website | https://landofoznc.com | --- ## History Land of Oz was founded in 1970 by entrepreneur Grover Robbins and his brothers Harry and Spencer Robbins, owners of the Carolina Caribbean Corporation. Looking to transform Beech Mountain into a year-round destination, the brothers added a summer attraction to their existing ski resort. Grover Robbins — who had previously founded the nearby Tweetsie Railroad — was the primary visionary behind the project. He passed away from cancer in March 1970, just months before the park's official opening that June. The park was designed by **Jack Pentes**, who built every set piece and architectural element from the perspective of a child to ensure an immersive scale that matched the wonder of the source material. At its 1970s peak, Land of Oz was widely cited by critics and travel writers as having "Disneyland quality." Actress **Debbie Reynolds** cemented the park's cultural legacy by investing in it and displaying her personal collection of original *Wizard of Oz* film costumes in its on-site museum. After a period of dormancy, the park was revived as a fall festival ("Autumn at Oz") and has since grown into the largest Oz festival in the world. In 2026, the park introduces **Tea with Dorothy & Aunt Em**, a brand-new summer musical comedy experience. --- ## Experiences ### Autumn at Oz Festival The largest Wizard of Oz festival in the world, held every September and October on Beech Mountain. A fully immersive walk-through: 1. Begin at a replica of Aunt Em and Uncle Henry's Kansas farmhouse. 2. Encounter the twister. 3. Walk the Yellow Brick Road — three-quarters of a mile, paved with 44,000 gold-glazed bricks. 4. Meet Dorothy, the Scarecrow, the Tin Man, the Cowardly Lion, the Wicked Witch, Glinda, and the Great and Powerful Oz. 5. Arrive at the Emerald City, where the Wizard grants each guest's wish. A temporary Emerald City is constructed every year, featuring stage shows and gathering spaces. Page: https://landofoznc.com/autumn-at-oz. ### Tea with Dorothy & Aunt Em (Summer 2026) A brand-new musical comedy experience launching summer 2026. Limited capacity. Story: > Dorothy and Aunt Em are throwing a tea party to celebrate their neighbors' brand new barn, and you're invited. But be warned — you never know what nosy neighbor might be lurking about, ready to stir up a little trouble. Includes live performances from Dorothy and familiar faces, transportation up the mountain to Land of Oz, a guided stroll along the Yellow Brick Road, and access to the **Over the Rainbow Observation Deck** — a 360-degree vantage point with breathtaking views of the Blue Ridge Mountains across five states. Page: https://landofoznc.com/tea-with-dorothy. Early access: https://landofoznc.com/tea-with-dorothy/early-access. --- ## Press & Accolades - **The Washington Post** — "Number One Tourist Attraction" (June 1970, post soft-opening). - "Top Tourist Attraction in the South East" — featured in multiple regional newspapers at grand opening. - "Disneyland Quality" — 1970s critical consensus from travel writers and industry observers. - "World's Largest Wizard of Oz Festival" — modern-day Autumn at Oz, frequently cited in travel press. - **Tripadvisor Travelers' Choice Award** — consistently received, placing the park in the top 10% of global attractions. - Featured by the **North Carolina Department of Natural and Cultural Resources** for its unique place in NC tourism history. --- ## Design & cultural credits - **Jack Pentes** — park designer. Lauded for the imaginative architectural language and for designing every set from a child's eye view. - **Debbie Reynolds** — actress and investor; displayed her personal *Wizard of Oz* costume collection in the park's museum. --- ## How to Visit 1. **Drive** to 1007 Beech Mountain Pkwy, Beech Mountain, NC 28604. The park sits atop Beech Mountain at 5,506 feet (the highest town in the eastern United States). 2. **Park** at the designated lot — signs direct visitors to the appropriate lot for the event they are attending. 3. **Ride** the scenic chair lift up to the park entrance during Autumn at Oz; for Tea with Dorothy, transportation is included with the ticket. 4. **Walk** the Yellow Brick Road through the immersive theatrical experience. Closest airports: Hickory Regional, Asheville Regional, Charlotte Douglas International. Full directions, lodging partners, and travel tips at https://landofoznc.com/getting-here. --- ## Brand entity graph - @type: Organization, TouristAttraction - knowsAbout: The Wizard of Oz, Beech Mountain NC, Theme park design, Immersive theatre - founder: Grover Robbins, Harry Robbins, Spencer Robbins - parentOrganization: Carolina Caribbean Corporation - employee: Jack Pentes (Park Designer) - sameAs: - https://www.facebook.com/landofoznc - https://www.instagram.com/landofoznc/ - https://www.tiktok.com/@landofoznc - https://www.youtube.com/@LandofOzNC --- ## Contact - General: info@landofoznc.com - Phone: +1-844-307-7469 - Press / licensing: https://landofoznc.com/contact - FAQ: https://landofoznc.com/faq --- *Last updated: 2026-07-14 — generated from canonical seo.ts entity graph.*