ASHEVILLE, N.C. (828newsNOW) — For decades, the hum of life in Asheville has been intertwined with the vibrant tapestry of its small businesses. From cozy coffee shops and bustling breweries to artisan markets spilling with handcrafted goods, the city’s soul has long thrived on its entrepreneurs. But when Hurricane Helene brought record-breaking floods to the region, that rhythm faltered.

When the floodwaters of Helene receded, Asheville’s cherished small businesses were left grappling with a stark reality. The French Broad and Swannanoa rivers swelled, turning streets into streams and beloved storefronts into scenes of devastation. Local shops were overwhelmed. Walls buckled, inventory was ruined and livelihoods teetered on the brink.

Be part of the comeback

No one could have anticipated Hurricane Helene and the water system failure in Asheville and Western North Carolina, and it couldn’t have struck at a worse time for mountain communities, Explore Asheville CEO Vic Isley said in a news release.

“Based on preliminary estimates, Explore Asheville projects Buncombe County visitor economy may experience a 70 percent decline in Q4 2024 alone, translating to more than $584 million in lost revenue for restaurants and breweries, lodging, recreation and entertainment companies, retail shops and art galleries, and transportation partners,” Isley said in the release. “This matters to our entire community as it translates to lower revenues for local businesses, wages for workers, and tax revenues for municipal partners in a time when peak season generally carries us through to spring.”

But even in the face of these unprecedented challenges, there are beacons of hope.

Seven weeks after Helene, the city of Asheville restored potable water — a significant milestone for residents and businesses. Biltmore Estate and the Omni Grove Park Inn have reopened to guests, as have many of the city’s restaurants and breweries. And hotels and inns are again welcoming overnight guests. More than 970 partners have reported reopening their businesses, representing a 37 percent increase from last week, Isley said.

“Explore Asheville and Buncombe County Tourism Development Authority’s role is to support the health of our economy by shining a spotlight on our community’s creative and resilient spirit,” Isley said in the news release. “We are working more closely than ever with partners and collaborating with agencies near and far to help our community come back stronger than ever. Explore Asheville has directed more than $2 million toward recovery aid in our community, including our diamond sponsorship of the sold-out Soulshine concert in Madison Square Garden this Sunday night.”

Takeaways from Explore Asheville’s October board meeting include:

  • Finance Committee recommended revisiting a budget amendment at the next board meeting in January 2025
  • October lodging occupancy and demand hit record lows for what is traditionally peak season
  • Damage assessment of community capital project investments and grant fund cycles recalibrated for longer-range planning
  • Marketing strategy encourages visitors to plan their trip with heart this season, building on collaborative promotional and research efforts with Biltmore and Visit NC

October hotel occupancy was down 19 points from 2023 and 20 points from 2019, according to the news release. Vacation rental occupancy was down 15 points from 2023 and 12 points from 2019. October hotel demand was down 36 percent from 2023 and has not been this low since the 2008 recession. Vacation rental demand was down 28 percent from 2023.

“The spirit of holiday travel takes on a deeper meaning this year. While there is still a long road ahead for Western North Carolina, our county is still stunning and standing,” Isley said. “We invite you to join us in amplifying the Be Part of the Comeback marketing effort, which celebrates Asheville’s resilience and encourages visitors to plan their return with heart this holiday season. With progress being made every day, now is the time to inspire support for our deeply rooted, creative community.”

Answering the call

As Asheville emerges from Hurricane Helene’s impact, Explore Asheville’s recovery messaging centers on the Always, Asheville storytelling foundation, spotlighting the resiliency, ingenuity, culture of creativity, deep roots and independent spirit that have always defined the community.

Be Part of the Comeback invites visitors to join in the recovery journey by experiencing the vibrant businesses and activities that are already open and by participating in local seasonal traditions.

“Our holiday campaign speaks to the heart as it strategically welcomes visitors from drive and non-stop flight markets who align with Asheville’s core values,” Isley said in the news release.

Efforts include targeted weekly emails with curated itineraries and social posts amplifying reopenings across different areas of Buncombe County and business categories.

Explore Asheville’s new travel information landing page empowers visitors to easily navigate the region’s recovery and plan their return trip with heart and confidence. This page provides detailed travel routes to the Asheville area and Buncombe County, helps visitors find open places to stay, and allows users to search what businesses are open by category or neighborhood using this new interactive map.