Rutherford tourism revenue trails last year as recovery projects move forward
Rutherford County tourism revenue remains below last year’s pace, but officials are pointing to stronger late spring lodging collections and continued investment in Chimney Rock recovery, outdoor recreation and destination marketing. The Rutherford County Tourism Development Authority’s Aug. 13 board report shows occupancy-tax collections at about $1.97 million through June, roughly $222,000, or 10.1%, below the same point last year. Collections were still about $69,000, or 3.7%, above the TDA’s $1.9 million budget projection.
The latest monthly numbers were considerably stronger. May collections, paid in June, totaled about $276,000 — up nearly $95,000, or 52%, from the same period last year and more than $86,000 above budget. The TDA is governed by a board chaired by Richard Lundy. Dave Long serves as first vice chair, Margaret Annunziata as second vice chair and Spence Romine as treasurer. Other members listed in the August report are Willard Whitson, Scott Martin, Emily Walker, Amy Bridges, who serves as secretary, Debbi Stanfield, Jessica Davis and Shelly Banz McCormack. Paula Roach serves as an ex-officio member.
Executive Director Don Cason reported that Hurricane Helene continues to affect the county’s tourism revenue stream. The TDA and its tourism planning partners have met with municipal managers across Rutherford County, and the report says the towns agreed to continue planning for the future and supporting the Rutherford Bound initiative. Much of the current work is concentrated in Chimney Rock and the Hickory Nut Gorge.
The TDA report identifies several funding sources tied to Chimney Rock rebuilding, including a $5.5 million Commerce grant, a $200,000 western North Carolina foundation grant, a $477,500 Dogwood-related grant, a $2 million matching grant and $1.7 million in NCDOT betterment funding. Raise the Rock partners are also working toward a $15 million Economic Development Administration (EDA) grant. Cason’s report said “millions of dollars are on the table and are being applied for” through the village’s ongoing grant effort.
River restoration remains one of the major unresolved pieces of the recovery. The TDA reported that U.S. Rep. Tim Moore sent a letter to the U.S. Army Corps of Engineers requesting a plan for river redirection in Chimney Rock. The authority described river redirection and restoration as a major component of rebuilding the village. Moore sent the letter in June to USACE. A broader regional approach is also under discussion. Bat Cave leaders have expressed interest in coordinating their recreation plan with the Chimney Rock Task Force so the Henderson County community could become part of a larger Hickory Nut Gorge destination strategy.
Elsewhere in the county, the TDA and Foothills Regional Commission were invited to submit a full application for a Broad River Blueway grant. The proposed paddle trail would stretch across two states and four counties and is being promoted as an outdoor recreation and economic development project. Cason also serves as the county’s Economic Development Director.
The authority is also continuing its push to market Rutherford County as a trail destination. County commissioners approved resolutions recognizing Great Trails Month and Great Trails Day, while the TDA and Trails Collaborative are promoting the county as a potential “Great Trail County.” Marketing efforts include the “Together We Rise” Lake Lure reopening campaign, America 250 promotions, the Green Salamander Art Trail, Visit NC partnerships and fall and holiday advertising. The TDA Marketing Committee also approved grants for Hot Nights Cool Rides and the Hilltop Fall Festival.
Not every initiative is moving forward.
The TDA lists its hospitality program, Relocate to Rutherford County initiative and expanded Lake Lure Welcome Center presence as on hold. The former Lake Lure Welcome Center has been torn down, and the executive committee reported there are currently no plans to rebuild it. A proposed move involving the TDA and Economic Development offices also remains unresolved. Attorneys continue working through lease issues, but the August report said there was no estimated timeline or approval date. The numbers show Rutherford County’s tourism economy has not yet fully returned to last year’s revenue level following Helene. But the sharp improvement in the latest monthly collections, combined with major rebuilding projects and outside grant funding, provides an early sign of recovery as the county heads toward the important fall tourism season.