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            Rocky Top Institute




The Rocky Top Institute provides students with experiential learning opportunities in areas such as product development, brand management and marketing while strengthening their leadership, creativity, and business skills.

The Rocky Top Institute was established in 2011 as a partnership between the Bryant family and the University of Tennessee to develop the Rocky Top Brand.  Students in The University of Tennessee's Retail and Consumer Sciences program develop Rocky Top products and have the responsibility to strategically grow the brand.  Royalty proceeds from the sale of Rocky Top products are divided between the Bryant family and the University of Tennessee, with the University's portion directed to The Pride of the Southland Marching Band and the Retail and Consumer Sciences program.  These funds support scholarships, fellowships and Institute projects.


Tales from Rocky Top


Winning Authors for Volume 1

Samantha Arnold – Smokey’s Rocky Top Tail

Charles Haun – Conrad the Rocky Top Turtle

Rachel Jones – Rocky the Raccoon


Now Available at your local Walgreen stores and online at



Tales from Rocky Top

Volume II Competition

Tales from Rocky Top submission form

Rocky Top Derivative Work Agreement


Tales from Rocky Top

Share Your Story and Win $1,000

Tales from Rocky Top is a creative writing competition designed to translate the meaning of Rocky Top from  the author's perspective.  These short stories are to be written for a children's audience, interacting and engaging with the young reader and intended to be read aloud.  Three stories will be selected, one from each of the following categories:  High School, University of Tennessee Students, and University of Tennessee Alumni. Winning authors each will receive a $1,000 cash prize. Maximum story length is 1,000 words.  Deadline for submissions is February 28, 2014.




Contact Info
Dr. Nancy Rutherford
Institute Director

to contact the
Rocky Top Institute

Contact the Department of Retail, Hospitality,
and Tourism Management

1215 W. Cumberland Ave.
110 Jessie Harris Building
Knoxville, TN 37996-1911

Fax: 865-974-5236

Hotel, Restaurant, & Tourism
Phone: 865-974-2141

Retail & Consumer Sciences
Phone: 865-974-2141