Look for a major announcement in September about a new crowd-pleasing attraction being built at Dollywood.

Pete Owens, vice president of marketing and public relations, teased the project this week during a taping of WBIR's "Inside Tennessee." The program will air 9:30 a.m. Sunday.

It amounts to a more than $50 million project, he said.

"It's the largest single attraction we've ever built in the history of Dollywood," Owens said. "It's another Smoky Mountains story."

The amusement park owned by Dolly Parton and Herschend Enterprises prides itself on immersing visitors in storytelling as soon as they cross its richly colored threshold.

It's observing its 40th year as Dollywood, decades that have seen it grow dramatically in visitor traffic and capital investment. Before that, the site was known as Silver Dollar City. Before that, it was a smaller, local homespun stop focused on the train.

Owens admitted visitors riding the Dollywood Express have probably already spotted that something big is up.

"We can't really hide it -- if you take the train," he said.

"It's an opportunity for us to do something that no one's ever done before. I think families are gonna love it. But it's gonna allow us to do a couple of things, including having an attraction that will help us extend our season."

Sunday's show also takes a deeper look at the park's billion-dollar impact on the East Tennessee economy and just how closely Dolly herself takes part in planning and providing vision for what goes on there.

"She has a lot of dreams, and we try to fulfill all of them," Owens said.

He said Parton and the management team are always thinking about what should come next. The park today is a major tourist attraction for people living throughout the South, with annual attendance at more than 4 million and projected to reach 4.5 million in 2029, an economic impact study shows.