Survey sheds light on WCU student vision for CullowheeWritten by Julia Merchant
What’s a college without a college town?
It’s an almost unimaginable scenario to those who love the unique, quirky places that grow up around major universities. But it’s very much the reality when it comes to Western Carolina University and the community that houses it, Cullowhee.
Despite its proximity to the college, students hardly frequent the commercial district. Not that there’s much to draw people in — a Mexican restaurant, a Chinese restaurant, a barber and an auto repair shop are about the only things there, and the storefronts badly need an update.
“It’s an eyesore,” says Chris Blake, a WCU assistant English professor and co-chair of the group Cullowhee Revitalization Endeavor (CuRvE). “If you drive through, you’ll see a number of broken signs. There are no sidewalks, no streetlights. Cullowhee is dark at night.”
The community’s appearance is a major deterrent to potential student business that’s just a stone’s throw away.
“Cullowhee is the backdoor of Western, and there is right now a disconnect between the university and the town,” says Blake. “Students don’t go to Cullowhee to do much at all.”
CuRvE’s goal is to help breathe some life back into the community. But where to begin?
“What would students like to see in Cullowhee, and what would bring them down to the area?” Blake’s group asked themselves. “We want to revitalize Cullowhee, but to do so, we need to know what it would take and what kind of changes they want to be made. If we can’t get students involved, I don’t know if it can happen.”
Enter political science professor Todd Collins. Together, the men came up with an idea to survey the student body and ask what they’d like to see in Cullowhee.
“We had been needing the data for some time, and we just did not have the means to collect it or the resources to do so,” says Blake. “Todd had the perfect connection, because his group of students is involved in survey work. This was the perfect fit.”
Collins’ students were game. They knew firsthand how students felt about Cullowhee.
“We get Chinese takeout every once in a while and we love (the Mexican restaurant), but other than that, we don’t really spend much time down there,” said Caroline Wright, a sophomore political science major. “We don’t even really drive that way.”
Collins’ classes created a 26-question survey to gauge just how students felt Cullowhee could be improved.
“We thought about what questions we wanted to be asked,” says Katy Elders, also a sophomore political science major.
Asking the students what they wanted out of Cullowhee was an approach that hadn’t been tried before.
“This is the first time anybody had tried to do any survey of the student body as a whole, and reach out and talk to students collectively,” says Collins.
The response was overwhelming. Close to 1,100 took part in the survey, which was sent out through email. It was totally voluntary — students didn’t get a prize for participating.
“I was shocked,” said Elders. “There was more response than we’ve had for other surveys on campus.”
“I was really surprised by the number of people who had things to say other than, ‘I want a bar, or ‘I want a Burger King,’” Elders says. “There were some really long, really well-developed answers, with many people saying we like the way that Cullowhee is, and we don’t want it to lose its small-town appeal.”
The survey shed some light on how often students frequent Cullowhee businesses and their opinions about the area’s current state.
Students overwhelmingly felt that Cullowhee’s appearance could use an overhaul. About 70 percent said the appearance of businesses and buildings “needs lots of improvement,” while close to zero said that it “needs no improvement.”
Some students wrote that they didn’t feel safe in the area.
“Some said they’re afraid to go there at night because it’s dark, and not well lit,” said Collins.
When asked how frequently students use the businesses in Old Cullowhee, just 11.5 percent said they do so weekly. Most students — 32 percent — said they never use the town’s businesses. Of those who live on campus, closest to the Cullowhee commercial district, 38 percent never go there.
Yet students would be willing to go to the area if there was something to offer. Seventy-two percent said they’d frequent the area weekly if new businesses were developed there.
Simply improving the area’s appearance will attract students, according to the survey.
“Students said they’d be twice as likely to use businesses if they were just cleaned up,” Elders says.
An improved look could have further-reaching benefits, students seemed to think.
“A lot of students mentioned that they thought a nicer Cullowhee area would help with student retention, and keeping students around here on weekends,” says Collins. “It also may provide more jobs.”
But although students indicated they’d like more offerings in Cullowhee, they’re picky about what businesses set up shop in town.
A surprising number preached smart growth, and said they don’t want to see chain stores come to the area.
“A lot of students mentioned smart growth,” says Collins. “They didn’t want huge chains and strip malls. A lot of people mentioned trying to keep the small-town feel of the area.”
Such opinions are in contrast to Chancellor John Bardo’s proposed plan to construct a “town center,” retail complex with shops, restaurants, entertainment venues and other businesses on 22 acres of WCU’s property. Bardo has mentioned the possibility of chains like Barnes and Noble and Moe’s Southwest Grill coming to the town center.
Faculty protested the idea of major chains inhabiting Cullowhee, saying such stores could make it harder for small, local businesses to survive. Elders, like many other students, shares faculty concern about the impact of chain stores.
“I personally don’t want to see a Chili’s or Applebee’s,” she said. “I think we already have a unique set of restaurants and shops here.”
Blake stressed that Cullowhee’s identity needs to be determined by the people that live there, not an outside corporation.
“Someone could come in from outside and say we’ll make this into a town that may not have the flavor of what Cullowhee is,” he says. “The identity needs to be unique to Cullowhee, not what someone thinks Cullowhee should be.”
The issue of alcohol proved to be divisive in the survey, largely because of the chain stores that could follow. Cullowhee is dry, and needs to incorporate as a town before it can allow alcohol to be served there. The survey didn’t specifically ask about bars or alcohol. It did ask students if they favored incorporation. The majority was in favor of it, and Collins thinks that was because they support bringing alcohol to the community.
In responses to open-ended questions, many students wrote about their desire to see bars in Cullowhee. Others opposed it, and the survey revealed two camps on either side of the issue.
“You have your whole big group that really wanted incorporation because they really want alcohol, and a bunch of people who want to see local businesses as opposed to chain restaurants and stores,” said Wright.
A number of students advocated taking advantage of what’s already there — namely, the area’s natural resources — and placing more of a focus on recreation.
Elders says that surprised her.
“There was a significant amount in favor of recreation activities, which I didn’t anticipate would equal the desire for restaurants and other businesses,” she says. “A lot of students are interested in hiking, tubing, and fishing.”
Specifically, many students expressed desire for better access to the Tuckasegee River that runs next to WCU’s campus. Currently, one must traipse through a hill of rocks and brush to get down to the river. An access point could allow for a canoe put-in, swimming, tubing and fishing in a convenient location. Elders says she and her friends routinely drive 20 or 30 minutes out of town for places to swim and fish.
Improving river access has been a long-held desire of CuRvE’s.
“Right now, students don’t use the river,” says Blake. “We have the potential to have something very similar to Cherokee, but it will take quit a bit of money.” The Oconaluftee River that runs through the nearby Cherokee Indian Reservation is a popular fishing and wading spot.
Tool for change
The survey results, the first of their kind, have the potential to be a powerful tool.
For example, said Collins, they could influence businesses to clean up their buildings, or they could help a business decide to relocate to the area by showing the untapped market that resides there. Or if a group is applying for grants to fund parks or greenways, the results are evidence of the number of people who would use them.
Plans are in the works for a second round of surveying, this time of residents in the area. For now, the survey seems to have prompted students to get on board. Many of them wrote that they’d like to volunteer in any revitalization effort.
“I just really hope that people realize we actually do care about what’s going on in the area, and that we’re not just stereotypical college students who only want to hang out and party,” Wright said.
She added that she’s personally optimistic about Cullowhee’s potential.
“It could use a little help, but I really do think that it has the potential to be a really cool little place in the mountains.”