Large, walk-in beer coolers are ready and waiting to be stocked at Dwight and Jamie Winchester’s Catamount Travel Center, a gas station directly across the street from the entrance to the Cherokee Indian Reservation on U.S. 441.
They’ve been there for eight years in anticipation that one day alcoholic beverages could be sold countywide in Jackson. The day of reckoning has finally come, with Jackson voters poised to decide on countywide alcohol sales in the May primary election.
And the financial stakes for the sale of alcoholic beverages by the Winchesters and others in the Gateway community along U.S. 441 just got a lot higher after Cherokee voters overwhelming decided this month to keep the reservation dry except for the casino.
Winchester’s gas station is literally the first and closest stop for potential beer buyers from Cherokee, literally a stone’s throw from the reservation boundary line.
Winchester is keenly positioned to capture the business of anyone in Cherokee looking for beer, saving them what would otherwise be 15-minute drive west to Bryson City or a bit more than that east to Sylva.
“We don’t have to have beer to be successful,” said Dwight Winchester, gesturing at his bustling store, mid-morning on a workday. “But we do, of course, want it.”
Winchester said there has been a lot of land speculation along U.S. 441 in anticipation of a “yes” vote to alcohol sales. Winchester said that he expects plenty of company in coming days, in the form of other businesses setting up to sell alcoholic beverages, if the vote indeed passes.
The Winchesters currently employee 42 people, and they expect to add two or three more workers if alcohol sales are allowed.
Winchester, though he clearly and unabashedly hopes the referendum does go through, is concerned about perceptions of his business on the nearby Cherokee Reservation when he begins selling alcoholic beverages.
“I have great respect for the folks and the pastors who feel so strongly against it,” said Winchester.
The Bryson City native added that he’s struggling with how exactly to broach the matter with those Cherokee residents who just voted “no” so clearly — more than 66 percent specifically voted against the sale of beer and wine at gas stations and grocery stores — firmly and unequivocally.
“But, the economic increase is going to outweigh any negative you can come up with,” Winchester said.
Winchester said the beer companies clearly believe the sale of alcoholic beverages will pass in Jackson County because they’ve frequently been in his store to discuss the matter. Those sellers’ guesses are as good as any: there’s barely been any discussion of the matter publicly, for or against, in Jackson County since commissioners first decided on the vote last year. That, however, certainly wasn’t the case in Cherokee.
In the weeks leading up to the vote, groups for and against the sale of alcoholic beverages on the reservation were busy mailing out flyers, putting up signs and giving speeches to bolster their cases.
A recent study by Martin and McGill found that the tribe conservatively would have received up to $3.8 million in revenue via an ABC retail store within five years. The tribe’s version of sales tax was projected to pump a total of $1.7 million into Cherokee’s general fund from the addition of alcohol sales.
Winchester’s Catamount Travel Center is a combination gas station and Huddle House. The Winchesters have an identical business in Cullowhee, too, another potential hotspot for the sale of alcoholic beverages with the captive Western Carolina University population. The Gateway business was built in 2004, the one in Cullowhee in 2001. When both were built large beer walk-in coolers were included in each.
To say they are now perfectly positioned to benefit financially from the sale of alcoholic beverages is to indulge somewhat in understatement.
If it passes, Jackson would be one of only three counties in WNC with countywide alcohol sales. Henderson County is holding a referendum on countywide alcohol in May as well.
The majority of voters in Jackson County support countywide alcohol sales, at least according to a Western Carolina University Public Policy Institute/The Smoky Mountain News poll conducted to two years ago. It revealed that 56 percent of registered voters would support legalizing countywide alcohol in Jackson County compared to 39 percent who would be opposed. The poll surveyed nearly 600 registered Jackson County voters.
Jamie Winchester said she is uncertain how quickly the couple’s stores would be able to sell alcohol if the measure passes May 8. She has been undergoing a self-taught crash course in North Carolina alcohol sales to, in part, try to determine just that.
Dwight Winchester said if the vote is “no” that’s OK with the couple, too.
“We’re not going to go anywhere regardless,” he said.