ASHEVILLE, N.C. (828newsNOW) — Nearly $11.2 million in Buncombe County tourism tax dollars is headed to 10 community projects, from the River Arts District and Black Mountain Golf Course to cultural attractions, visitor facilities and storm recovery work.
The Buncombe County Tourism Development Authority approved $11,186,513 in Legacy Investment From Tourism, or LIFT, funding Wednesday after considering recommendations from its LIFT Fund Committee.
Together, the projects represent more than $60 million in capital investment, according to Explore Asheville. The awards will leave approximately $570,000 in the fund, according to the presentation.
The grants are reimbursement-based, meaning recipients complete approved work and are reimbursed after expenses are reviewed and approved.
The money comes from occupancy taxes paid by visitors staying in hotels, motels, bed-and-breakfasts and vacation rentals. Under state law, two-thirds of occupancy tax revenue is used for tourism promotion and one-third for tourism-related community investments through the LIFT and Tourism Product Development funds.
LIFT money can be used for tourism-related capital projects including restoration, rehabilitation, expansion and infrastructure, but not operating expenses. Projects must demonstrate an ability to increase visitation while also benefiting the broader Buncombe County community.
Requests far exceeded available money
Twenty-four initial applications sought about $37.7 million, more than three times the money available. Ten projects advanced to final consideration, requesting about $17.4 million.
The board ultimately approved funding for all 10.
Among the largest awards is $2.4 million for the North Carolina Arboretum.
The River Arts District Foundation was awarded $2.124 million for its Creative Campus project. The money is limited to portions of the project outlined by the committee and is contingent on the foundation closing on the property by Dec. 15, 2027. If that doesn’t happen, the money will return to the LIFT fund.
Black Mountain will receive $1,229,982 for the first two phases of restoration and improvements at its municipal golf course.
The historic 18-hole course dates to 1929, with its front nine designed by noted golf course architect Donald Ross. The course sustained significant storm damage to bridges, greens, drainage systems and maintenance facilities.
The first two phases include replacing the damaged maintenance building, restoring the clubhouse and renovating front-nine tees, fairways and greens. The remaining phases were placed on the LIFT strategic priority list, allowing them to be considered for funding in a future cycle without requiring the town to submit another full application. The LIFT program allows projects on that list to receive priority consideration when funding becomes available.
When fully operational, the course hosts an estimated 22,000 to 29,000 rounds a year, with about 60% played by people from outside the community, according to information presented to the board.
Projects stretch across Buncombe County
The city of Asheville was awarded $721,120 toward its Eagle and South Market streets enhancement project.
The larger project already has funding from a Mellon Foundation grant and city capital dollars. The LIFT award is focused on an expanded cultural gateway, commemorative and interpretive features and high-visibility crosswalks.
The area includes the YMI Cultural Center, Black Cultural Heritage Trail and public art highlighting Asheville’s Black history.
Other awards include $500,000 for a new guest services and welcome center at Asheville Regional Airport. The center will be part of the airport’s new passenger terminal and is expected to include a living wall and space for area travel and hospitality partners.
The Asheville Area Chamber of Commerce will receive $400,000 for upgrades to the Asheville Visitor Center. Plans call for digital kiosks, interactive exhibits, updated wayfinding and signage, landscaping and other improvements. The renovated center is expected to highlight more areas of Buncombe County in an effort to encourage visitors to explore beyond downtown Asheville.
The city will also receive $296,179 toward improvements in Biltmore Village, which sustained extensive flooding during Helene. The LIFT funding is focused on pedestrian safety and placemaking elements associated with the Biltmore Plaza portion of the larger restoration project.
NC Stage Company will receive $22,700 for improvements to its downtown theater, including supplemental HVAC equipment, energy-efficient LED stage lighting and upgraded entry doors.
Five of the 10 projects received their full requests, while five were approved with specific limits or conditions, according to the presentation. Most are expected to be completed by the end of 2028.
How projects were chosen
The LIFT application process began in April. Applicants that advanced to the second phase were required to provide more detailed project and financial information, make presentations to the committee and participate in site visits.
Projects are evaluated on factors including financial stability, business and marketing plans, readiness, ability to generate overnight stays and benefits to Buncombe County residents. The guidelines also consider whether projects help distribute visitors geographically or throughout the year and whether they support cultural, natural and community resources.
Explore Asheville staff administer the application process, while the LIFT committee reviews proposals and recommends funding. Final approval rests with the BCTDA board.
The tourism authority says nearly $110 million has been invested in 55 community projects through LIFT and the Tourism Product Development Fund since 2001.
Tourism picture remains mixed
Wednesday’s vote came as Explore Asheville President and CEO Vic Isley described tourism performance as uneven, with some local businesses continuing to face difficult conditions two years after Helene.
There are signs of improvement heading into the important fall tourism season, but the latest figures show a mixed picture.
Buncombe County lodging sales reached $54.9 million in July, up 10.8% from $49.5 million a year earlier, according to meeting materials.
Hotel demand, however, fell 1.9% from July 2025, and occupancy slipped from 70.8% to 69.9%. The average daily hotel rate increased 10.2%, from $158 to $175, helping push revenue per available room up 8.7%.
Vacation rentals performed more strongly. July occupancy rose from 63.5% to 66.8%, demand increased 3.2% and the average daily rate climbed from $223 to $253.
Officials cautioned that year-over-year comparisons remain complicated because some lodging demand in 2025 came from FEMA personnel, contractors and others working on Helene recovery rather than traditional leisure travelers.
Booking windows also remain shorter than before the storm, although officials said there are signs visitors are beginning to make reservations farther in advance. Group business has improved as well.
For Asheville’s tourism industry, the next several weeks will provide a clearer picture. Fall is traditionally one of the area’s busiest visitor seasons, making September and October important indicators of how the recovery is progressing.