Staff Reports
editor@thefranklinpress.com
Just as the fall tourism season was set to begin, Hurricane Helene blew through causing devastation throughout western North Carolina. People lost their lives, homes and businesses in the flooding. While recovery continues, some areas of WNC are open and want to let visitors know they are welcome.
Mici Canales, communications and member services coordinator for Smoky Mountain Host, said businesses of all sizes throughout the region were reporting major losses in visitor traffic and bookings, with some businesses experiencing cancellations as high as 90%.
“This was evident from the low traffic at our regional visitor center, which usually welcomes 5,000-6,000 visitors by Oct. 10 but saw a drop to just 800 in the first two weeks of October,” Canales said. “Many visitors were driving through to Gatlinburg, saying, ‘Don’t worry, we won’t stop; we know WNC is closed.’ We knew this message needed to change.”
Part of changing that message was differentiating the Smokies Region from those areas further east that received more damage in the storm. Canales said the Smokies Region of WNC was fortunate to be back up and ready for businesses within a day or two after the storm.
“As an organization, we had been reaching out to the governor and working on a legislative level, but it was clear that the Smoky Mountain Host needed to take on the responsibility of differentiating the Smokies region from WNC as a whole,” she said. “Part of recovering from the current region-wide economic crisis is raising awareness and inviting informed visitors back at a time when we need them most.”
Even in the midst of struggling to keep their own businesses afloat, Canales said they saw many businesses in the region supporting, volunteering, and housing Helene victims from neighboring counties. “We recognize that our mountain towns cannot
continue to pour from empty cups,” she said.
To help address the issue, Allison Outdoor Advertising donated a billboard that went up on Oct. 10 listing the towns that were open. The sign included Franklin and Highlands in Macon County.
Canales said the billboard has garnered media attention regionally, as well as nationally in “The Washington Post,” on MSNBC, and on Southern Living’s website. But more importantly it is helping to attract visitors.
“Visitors to our visitor center are increasing, with many mentioning seeing the billboard,” Canales said. “Even with the uptick of visitors throughout the region during this beautiful time of year, we understand that we are not out of the woods yet. Every step we take must be critical and both short-sighted and long-sighted for our region’s businesses. Many businesses are still reporting unrecoverable cancellations and will not qualify for FEMA, so they need a voice now.”
In addition to the billboard, which is located on 441 North, Canales said they are targeting their marketing efforts in areas such as Jacksonville, Florida, Atlanta, and Chattanooga to bring awareness to audiences that could visit and help the region.
Smoky Mountain Host will present a workshop this week to help tourism-related businesses address the challenges presented following Hurricane Helene. The workshop will be held from 8:30-11:30 a.m. Thursday, Oct. 24 at Clarion Pointe in Sylva.
For more information about Smoky Mountain Host and tourism in WNC go to visitsmokies.org.