For most of the company's first 50 years, Jack served as Chairman, President and CEO. Jack's intensity and deep caring for people shaped the company culture into what it is today. Jack attended Northwestern University and served as a Lieutenant in the Marine Corps before returning home to focus on the family business. He has a deep passion for personal service and giving and has actively served several Christian ministries including including Lives Under Construction Boys Ranch, Kids Across America and the National Institute of Marriage. In 1992, Jack founded The Gift of Green which has planted nearly 200,000 trees to counter deforestation due to development in the Missouri Ozarks.
Jack and his wife, Sherry, whom he met at Silver Dollar City, have been married since 1954. They live in Branson surrounded by their children, grandchildren, and great-grandchildren.
Pete has devoted his professional life to the family business, serving Herschend as Executive Vice President (Marketing) and Vice-Chairman. His innovative spirit and unselfish persistence contributed greatly to our businesses and communities and set a clear standard for today’s leaders. Pete earned his business degree from the University of Missouri-Columbia and is active in numerous church, community and educational organizations, most notably serving three terms on the Missouri State Board of Education including two terms as board President.
Peter met JoDee at Silver Dollar City and they were married 52 years before JoDee's passing in 2018. They enjoyed their 5 children and 15 grandchildren. Today, Peter is married to Jan (Urbec) Herschend.