TOWNSEND — An open house event with food samples, door prizes, discounts on merchandise and live entertainment is planned for Friday and Saturday at the Apple Valley Mountain Village (formerly Apple Valley Stores & Café).

The Townsend retailer rebranded earlier this year as part of a campaign to highlight the popular shopping center’s proximity to the Great Smoky Mountains.

Mark and Sharon Oldham, owners of both the Apple Valley and Dancing Bear brands, said the name change better describes the stores’ location in the Smokies and the variety of new apparel and cabin décor offerings continuing to arrive ahead of the holiday shopping season.

Apple Valley Mountain Village consists of multiple businesses on one 4-acre property, including the Apple Valley General Store, the Apple Valley Café, the Dancing Bean Coffee House and the Apple Valley Mountain Store.

The coffee house opened in July and has become a popular new destination for travelers and locals alike.

The Nov. 9-10 open house is scheduled in conjunction with the long-awaited opening of the Foothill Parkway Extension, a 1.65-mile-long “missing link” that connects Walland to Wears Valley as part of the 72-mile long road traversing the western and northern perimeters of the Great Smoky Mountains National Park. Apple Valley will do a live remote with WIVK-FM 107.7 Knoxville.

Planned Open House specials for shoppers include…

General Store:

• Receive 30 percent off various clearance items from the General Store on Friday and Saturday, along with free butter samples, meatball samples with Apple Valley BBQ Sauce, door prizes, and $1 raffle ticket sales for a Buck Shot Grill Giveaway at 3 p.m. on Saturday (benefitting repairs to the Special People’s Park accessing Little River across the Parkway from Apple Valley).

Mountain Store:

• Discounts of 20 percent off on the new merchandise from coveted “performance apparel” brands like Mountain HardWear and Southern Tide at the Apple Valley Mountain Store on both days, plus door prizes.

Apple Valley Café:

• Two-for-one Fried Apple Pies and $5.99 pulled pork sandwich plates with fries at the Apple Valley Café on both days, and guests visiting the Apple Valley Beer Garden receive free balloons.

Dancing Bean Coffee House (located across the parking lot from the main Apple Valley General Store):

• Get 99-cent brewed coffee until 4 p.m. on both days, a free Cinnabon ™ Cinnamon Roll with the purchase of a specialty drink or lunch item until 4 p.m. on both days, samples of cookies and scones and free brewed coffee for anyone wanting to play chess, checkers, cards, or any of the various board games available for guests from 4-6 p.m. on Friday, and “Jammin’ at the Coffee House from 4-6 p.m. on Saturday, with free brewed coffee and food samples, along with live music.

The new coffee house offers regionally-produced Kombucha, Nitro Coffee, fresh fruit smoothies, custom sodas, bottled juices and Cruz Farm dairy products, along with imported beers and six Tennessee-sourced bottled beers. The Dancing Bean also sells locally-roasted fresh ground coffee by the pound or whole bean coffee by the pound for carry-out; a specially-crafted Dancing Bear Blend pairs Mexican, Guatemalan and Sumatra beans.

Those interested in following the new developments at Apple Valley Mountain Village can get updates on the brands’ website, along with their Facebook page at

The Apple Valley Mountain Village, Apple Valley Café and Dancing Bean Coffee House are located at 7138 East Lamar Alexander Parkway, Townsend.

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