Of recipients of grants from the Buncombe County Tourism Development Authority’s Tourism Jobs Recovery Fund who responded to a recent survey, 97% were open as of June 30. Nine respondents were closed at the end of June, including five which had closed permanently.
With the area’s formerly booming tourism industry mostly on hold as COVID-19 infection rates in nearby markets remain high, the Buncombe County Tourism Development Authority faces an uncertain future. Add in a leadership transition, potential changes to the legislation that controls the distribution of local occupancy tax revenues and public hostility to the industry, and more questions than answers emerge.
Restaurants, brewers, hoteliers, tour companies and retailers were all among the 449 named Paycheck Protection Program beneficiaries with headquarters in Asheville. At least 46 of those entities also received help from the Buncombe County Tourism Development Authority to fill needs unmet by the federal loan effort.
During a June 24 meeting, the Buncombe County Tourism Development Authority board heard a presentation from marketing firm 360i about a new advertising campaign, scheduled to start in July, designed to attract a “responsible tourist audience” to the region. Ads will target visitors whose behaviors agree with “psychographic statements” about “willingness to conform.”
Funds supported with tax money from Buncombe County, the city of Asheville and the Tourism Development Authority are being managed by the nonprofit Mountain BizWorks. Because of this arrangement, government and TDA officials say they will play no direct role in determining what area businesses and nonprofits receive public dollars.
Coronavirus relief is just the latest topic in an ongoing debate over whether the Tourism Development Authority, with its mission to bring ever more overnight guests to Buncombe County, is good for county residents — or just good for the hotel industry that has controlled it since its inception nearly four decades ago.
