AUGUST 6, 2009 ISSUE
Mid-season Tourism Numbers Look Good
The timeless allure of cool days, majestic views, old growth forests and beautiful waters entices visitors to the High Country this summer in significant numbers. Despite the depressed economy, area attractions and tourist-related businesses are reporting a good season thus far.
Conversations this week with most of the area’s important players in the tourist industry revealed an upbeat analysis mid-way through our summer season. In fact, one attraction voiced the best record in 51 years. The only possible blip could be in overnight stays, especially in local cabin rentals. The general consensus is that people are traveling shorter distances and taking more day-trips than in past years. The good fortune is that the primary market for the High Country is the Piedmont Region of North Carolina and the population there is growing rapidly.
“It’s like going to another world for people who live in the Piedmont,” said Harris Prevost, vice president of Grandfather Mountain. “We are up three percent for the year and are very happy to be up in attendance. This is in spite of the rain in July that slowed things down a little. People are traveling to us from closer in. They are staying closer to home.”
Echoing Prevost, Mac Forehand, director of the Boone Convention and Visitors Bureau, agreed, “There is cause for optimism. Generally, July looks good. In tourism lingo these days because of the economy, the saying is ‘Flat is the new up.’ Our blessing is that we are close to our core market. Folks think that Florida supplies the most visitors, but that’s not true. Many Floridians have second homes here. That’s why you see Florida license plates often, but the Piedmont is our number one market.
“Tourism is a major economic force in the western counties. In 2007, tourism contributed $191 million dollars to Watauga County in real dollars—not residual dollars—and we continue working hard to get the word out about the High Country,” said Forehand.
There is no mystery at Mystery Hill this season when it comes to attendance. Super and fantastic were the words used to describe this season by Owner Wayne Underwood. ”This is our best summer in 51 years,” he said. “People out of work have more time to travel, they take more day-trips. You don’t want to sit around the house with the kids screaming.
“Our business mostly comes from a 100-mile radius. Seventy percent of that business is repeat customers. A lady from Rock Hill, S.C. told me that, ‘I was here with my daddy as a little girl. I brought my children, grandchildren, and now I’m brining my great-grandchildren.’”
Underwood did say that his cabin rental business was down. Occupancy tax numbers for the High Country won’t be available until later in August.
People hear the Horn in the West calling this summer more than in recent years, too. According to Virginia Roseman, marketing director for the outdoor drama, attendance is up 15 percent and that’s over an increase of 14 percent last year. “We’ve invested in making the drama a better product and it’s paying off at the box office,” Roseman said.
“I want to remind readers that the Horn will honor area residents with special tickets prices during its closing weekend, August 13, 14, 15. Tickets for Watauga residents and their guests will be $6; tickets for residents of Counties that adjoin Watauga will be $8.”
As the Nolichucky River rolls, so goes the local rafting business, and this year with ample rain, the Nolichucky is the place to be according to Jeff Kattner, manager of High Mountain Expeditions in Banner Elk. “Definitely the best water we’ve seen in years,” Kattner said. “It’s been a good season thus far. More people are coming later in the summer and more on weekends than in past. We have no complaints.”
Perhaps those involved in tourism in the High Country deserve a tip of the hat for attracting visitors because overall, the Blue Ridge Parkway is reporting a 4.3 decrease in tourist traffic for the year thus far. Not surprising and in tune with the voices in this story, the mileposts of the Parkway near Boone show little, if any change from last year.
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