Years ago, Johnny Rose invested his entire savings, $2,000, into a video rental business called Rose Video. Rose Video eventually expanded to become one of the largest video rental store companies in North America, leaving Johnny with a sizable fortune. During this period, Johnny met his future wife, Moira, at a Rose Video store opening. 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: David and Alexis.
After decades at the helm, Johnny's time as CEO of Rose Video came to an abrupt end when he was informed that his business manager, Eli, had been embezzling money from the company for years instead of paying taxes, and the government had no choice but to repossess all of his assets -- save for the town of Schitt's Creek, which he jokingly bought for David as a birthday present. Currently, the family have taken up residence in the Schitt's Creek Motel, a small run-down lodging inside 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), David opening up his own small-business, the Rose Apothecary, and Alexis creating her own public relations venture, Alexis Rose Communications.
- 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 fiancé 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 serves as the CEO of Alexis Rose Communications, her own public relations venture.
- The Rose family partakes in both Jewish and Christian practices.
- David and Alexis were raised celebrating Christmas because of this.