Years ago, Johnny Rose founded one the nation’s largest chain of video rental stores, Rose Video. This business granted the family a great deal of success in the business world and gave them immense wealth.
Along with being well known in business, the family later became prominent in the performing arts, as Johnny's actress wife Moira formerly starred as Vivien Blake on Sunrise Bay, a once-popular daytime soap opera, which gave the family even more money and a large social standing as minor celebrities and socialites. Together, Johnny and Moira had two children: a hipster son David, and club-goer daughter Alexis.
However, Johnny decided to hire a business manager named Eli, who would in-tern ultimately screw the family out of their entire fortune and livelihood. Fortunately, the government allowed the family to retain ownership of the small town of Schitt's Creek, which Johnny jokingly bought in 1991 as a birthday present for David. Presently, the family have taken up residence in the Schitt's Creek Motel, a small rundown lodging outside the town.
While in Schitt's Creek the family have gained quite prominent positions within society: Moira becoming a member of the Town Council, Johnny becoming the co-owner of the Schitt's Creek Motel (now the Rosebud Motel), and David opening up his own business, the Rose Apothecary.
- Johnny Rose — John "Johnny" is the husband of Moira Rose and the father of David and Alexis Rose. He is also a business man, who, before his business manager stole everything, previously served as the founder and CEO of the chain of successful video rental stores, Rose Video. Fortunately, he retained ownership of the town of Schitt's Creek. He currently, along with Stevie Budd, co-owns the Rosebud Motel.
- Moira Rose — Moira is the wife of Johnny Rose and the mother of David and Alexis Rose. She is an actress, formerly starring as Vivien Blake on Sunrise Bay. She is currently a member of the Schitt's Creek town council.
- David Rose — David is the son of Johnny and Moira Rose, the older brother of Alexis Rose, and the current boyfriend of Patrick Brewer. He is the official owner of the town of Schitt's Creek and the co-owner of the Rose Apothecary.
- Alexis Rose — Alexis is the daughter of Johnny and Moira, the younger sister of David Rose, and the current girlfriend of Ted Mullens. She was a former socialite and previously worked as a receptionist at Ted's Veterinary Clinic. She currently is the CEO of Alexis Rose Communications.