What’s in a name? Image is everything when it comes to slogans

Tee Coker and his company recently learned firsthand something they probably already suspected about creating brands and taglines for towns. Forget about pleasing everyone: it can be an insurmountable challenge to please anyone at all when it comes to developing exactly the right slogan for a community.

“It turned out a tagline wasn’t something Highlands either wanted or needed,” Coker said, perhaps reminded about Coca-Cola and its legendary public-relations disaster with “new Coke.”

Coker and his marketing consultant company, Arnette, Muldrow & Associates, were trying to convince Highlands’ leaders that the town had an upgraded image and needed a new slogan to match. Coker’s masterpiece — “Simply Stunning” — was destined for the same dustbin of history as new Coke, however.

Coker didn’t take the rejection personally, it should be noted. That’s just part of the job when your profession is developing taglines or slogans.

“It’s fun to do this for the most part,” Coker said. “But, it’s certainly challenging.”

Coker said that each community the company works with has its own personalities involved and various motivations at play for developing taglines. That can make reaching consensus difficult.

In Western North Carolina, quite a few communities have adopted a brand and slogan. Maggie Valley is “Can you come out and play?” Franklin is “Discover us.” Macon County is “Enjoy the beauty, discover the life.”

The challenge is coming up with a slogan or motto that highlights a community’s assets and creates an identity to distinguish it from other places. That can be difficult because everyone here, more or less, plays off our mountain locale.

In Haywood County, the tourism agency uses “See yourself in the Smokies.” Neighboring Cherokee is “Meet me in the Smokies.”

In local communities, the task of picking taglines has been taken up by marketing professionals, town officials, residents and wide assortments of tourism-oriented committees.

 

Community pride

In Western North Carolina, logos and slogans reflect the heritage, history and image of the region’s towns.

Big cities use big dollars to brand and create taglines. New York is “The city that never sleeps.” Chicago is the “Windy City.” Virginia is for lovers. Las Vegas is “What happens in Vegas stays in Vegas.” Austin is “Keep Austin weird.”

But, branding and taglines are not just for the big cities of the world. When any city, county or state adopts a tagline, slogan or motto, it’s pitching that destination as a place to visit, live or work.

“We wanted something understated and unique to Highlands,” said Ron Shaffner, design committee chairman for the Highlands Small Town Main Street Program. “‘Simply Stunning’ sounded like something that relates to weddings or diamonds — and that’s not Highlands. We felt ‘Simply Stunning’ might become ‘Simply Cliché’ after 10 years or so.”

Arnette, Muldrow & Associates led a series of roundtables in Highlands during two days in February. While the “Simply Stunning” slogan is a no-go, the design committee has pretty much settled on a suitably understated logo: an image of a tree simply baring the town’s name, “Highlands, North Carolina.”

“It turns out Highlands doesn’t really have to market itself aggressively so it isn’t that shocking that they don’t want a tagline. Highlands is a special case in many ways — there’s not really any other analogous communities in the Southeast,” Coker said.

The logo is simple and small enough to fit on a lapel pin or to go on letterheads or even on the sides of town vehicles.

The town might use its elevation — 4,118 feet — in branding efforts too, he said. The Highlands Chamber of Commerce already capitalizes on that claim to fame as the basis for its distinguishing slogan “Above it all.”

 

A changing community

“The tough thing about it is trying to make a tagline that is all things to all people,” said Matt Pegg, executive director of the Cherokee Chamber of Commerce.

Cherokee, as much as any community in WNC, is in transition. For decades the Cherokee Indian Reservation marketed itself as a family destination for cultural events. That’s still true, but now you also have Harrah’s Cherokee Casino and Resort and such specialty niches as trout fishing on the Oconaluftee River.

Pegg said a good slogan must reflect the myriad nature of the offerings in a community such as Cherokee but not be so generic as to be useless.

“And there’s probably not another place you can go from the National Park to all the glitz and glamour of what will be at Harrah’s,” Pegg said, referring to the casino expansion and the new casino entrance under construction. Known as the rotunda, the new entrance that will feature shining five-story trees made of colored glass, with a 75-foot waterfall cascading down the middle and a 140-foot screen wrapping around the walls where choreographed light and surround-sound shows will be projected.

Pegg said committees and marketing professionals helped develop Cherokee’s taglines, including the currently in use “Meet me in the Smokies.”

“If it’s something we can do we try to do it internally, but we’ll certainly bring in groups to help, too,” Pegg said.

 

Heeding demographics

Until recently, neighboring Swain County like Cherokee played off of its position next to the Great Smoky Mountains National Park. For several years, Bryson City used “base camp for adventure.” After reviewing visitor demographics, the town opted to change course, however.

Karen Wilmot, executive director of the Swain County Chamber of Commerce, said that it turned out the most important decision maker when it comes to trips to Swain County is actually 40-year-old women. The “base camp for adventure” was deemed too extreme to attract a wide cross section of visitors, particularly that imaginary 40-year-old woman.

“We do get a lot of younger folks, but we didn’t want to scare off that other demographic by saying we’re too extreme,” Wilmot said, saying she didn’t think most 40-year-old women were looking for freestyle kayaking events or to mountain bike at Tsali Recreation Area, two well known Swain County-based sports possibilities.

“We wanted to think about that armchair adventurer, too,” Wilmot said, saying the tourism agency wanted to include gentler outdoor adventuring such as walking up Deep Creek to see the waterfalls.

In the end, the tagline chosen was open ended: “My Bryson City is …. (you fill in the blank).” The message, and the photo accompanying it, changes according to the publication viewers being targeted — “My Bryson City is dazzling” might accompany an advertisement highlighting autumn color. “My Bryson City is the Dragon” could accompany a photo of a motorcyclist targeting a riding audience.

“It is an easily manipulated yet consistent message,” Wilmot said, adding that an advertising firm helped develop Bryson City’s changing tagline.

“We were all sort of thinking the same things, and we knocked ideas around in a creative meeting then took a couple ideas to the board,” she said.

Bryson City is also an example of how difficult it can be to rid yourself of an old tagline you might have outgrown. For years the town went by “unhurried, unspoiled and uncommon,” and in fact, there’s still a sign on old U.S. 19 coming into town boasting this fact. Brad Walker, a former town mayor who’s long been involved in the hotel business in WNC, said that particular tagline of “unhurried, unspoiled and uncommon” was developed by the tourism agency in Swain County some 10 or 15 years ago.

“We were trying to figure out what the town is. And we decided the biggest thing we are is that we are in the Smokies, and we are the opposite of Gatlinburg,” Walker said.

So “unhurried, unspoiled and uncommon” really meant not Gatlinburg, Walker said.

Asheville, formerly “Altitude affects attitude,” has also undergone a change that reflects the city’s transition and newest image as a center of all-things-hip. Asheville is now “Any way you like it.”

Taglines and identities can be funny things. Some communities — in this case, Bryson City once again — can be downright protective of them. Bryson City recently took issue to the wording on a public art piece being installed on Main Street in Waynesville.

Donations are helping erect a replica of a historic arch that once spanned Waynesville’s main street, proclaiming the town as the “Eastern Entrance to the Great Smoky Mountains National Park.”

That wording was too long for the artistic replica, however, so instead it will bear the words “Gateway to the Smokies.”

Not long after news stories ran about the arch, Waynesville Town Manager Lee Galloway received a phone call from Bryson City Town Manager Lee Callicutt regarding the wording on the arch. It was a slogan that Bryson City has used on its seal and police department badges for decades.

Callicutt had been directed to pass the concern of the Town of Bryson City onto Waynesville. The concern was duly noted but nothing came out of it.

 

Deciding around the table

Advertising agencies and companies can spend a fortune writing the right tagline. Small towns don’t have that kind of money. So sometimes they simply borrow.

Macon County’s current tagline, “Enjoy the beauty, discover the life” is a tweaked version of one a small business there was using, said Linda Harbuck, longtime executive director of the Franklin Area Chamber of Commerce.

Committees are used in Macon County to decide on taglines, saving on dollars and tapping local talent when it comes to defining the exact image to project. Harbuck said that community has had a number of different taglines during the years. The longest running one was “gem capitol of the world,” a play off of the large number of gem mining operations in Macon County. Macon County also has used “Mountain treasures, simple pleasures.”

“We don’t have any scientific ways of coming up with them,” Harbuck said. “A lot of things have just come from us sitting around the table talking.”

That’s been true in Maggie Valley, too, said Teresa Smith, executive director of the chamber of commerce there.

“We’ve used several recently,” she said. “We are trying to play off the park and being in the great outdoors.”

Maggie Valley uses a marketing committee to come up with choices. During the past several years, the town has used “Maggie’s calling.” Last year, they used “Far enough away yet close enough to play.” This year, it was tweaked to “Can you come out and play?”

Smith said it is indeed difficult to come up with taglines that make all those involved happy. Maggie Valley tourism leaders hold several meetings a year to do just that, usually working around a theme to help define the image Maggie Valley wants to project.

Jackson County recently has scaled down its slogan to focus on a single image it wants to project: mountains. The Jackson County Chamber of Commerce recently has been just using “N.C. Mountains.” It has also used “Mountain lovers love Jackson County” during the past few years, and previously used “A change of altitude,” said Julie Spiro, executive director of the chamber of commerce.

 

Brand vs. tagline

Betty Huskins, a longtime marketing expert with Ridgetop Associates, makes a clear distinction between brands and taglines. A brand, Huskins said, “is who you are in other people’s minds. A lot of people feel they’ve developed a brand when they’ve gotten a slogan or tagline, but you can’t just choose that.”

You can’t, in other words, choose the perception people have of you simply by picking a catchy slogan.

Huskins said ideally in marketing “you have to see who you are and build what you want to be.”

Huskins said the best taglines, as she was taught and still believes, should be no more than three words (think Highlands’ “Above it all.”)

A tagline, she said, should ultimately define “who you are and what you do.”

Lynn Collins, executive director of the Haywood County Tourism Development Authority, said a tagline has to generate an emotional response.

“You may think it is wonderful, but if people don’t respond to it, it doesn’t do much good,” she said. “If you have a really good slogan they know where you are talking about. It needs to appeal to people on an emotional level.”

The Haywood County Tourism Development Authority is currently using “See yourself in the Smokies.” The previously used tagline, “where the sun rises on the Smokies,” is still used too on logos, Collins said.

A few years ago, Haywood County made the tagline switch to “See yourself in the Smokies” on advertising to try to get prospective visitors to picture themselves doing such activities as skiing or hiking.

“We did it to get people to put themselves in that photo and imagine doing those activities,” Collins said. “It’s just another format of using the Smokies and to evoke that emotional response.”

Like Huskins, Collins makes a distinction between branding and taglines. Haywood County’s brand, she said, “is our natural scenic beauty.” The slogan is to try to get people to come and participate in that great scenic beauty in Haywood County.

 

Current slogans:

Bryson City: My Bryson City is ___

Canton: Where the mountains kiss the sky

Cashiers: Nature’s design for enjoyment

Cherokee: Meet me in the Smokies

Franklin: Discover us

Haywood County: See yourself in the Smokies

Highlands: Above it all

Maggie Valley: Can you come out and play?

Macon County: Enjoy the beauty, discover the life

 

Facebook-submitted slogans, courtesy of our readers

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Trash shuffle prompts Canton to privatize garbage pick-up

Canton and Waynesville’s paths have diverged when it comes to the most cost efficient way to haul trash to White Oak Landfill.

Both towns will face higher costs to dump residents’ trash starting this summer when the county closes a trash transfer station that served as a mid-way point and instead will require towns to truck trash all the way to White Oak.

The Canton town board decided last week to privatize trash pick-up. Rather than running its own trash fleet, Canton will contract with Henson Waste Disposal starting July 1. The company is based in Canton.

To continue trash pick-up in-house, Canton would have had to hire additional garbage men and buy an additional truck to haul loads out to White Oak and back — an additional 40 miles, or one hour, round-trip for each load.

The extra long trip made it difficult to gauge what would be cheaper — contracting a company or doing the work itself.

“That is the reason we have to look at it to see if we are going to have to go out and buy heavy duty vehicles or contract it out,” said Alderman Ed Underwood.

Town Manager Al Matthews said no town workers will lose their jobs as a result of the switch over, as the town crews that do trash pick-up will stay on the town’s payroll in the streets department.

Henson Waste was the apparent low bidder with a price of $184,884 a year. However, it is currently unknown what the contract price will be. The town and Henson Waste are still negotiating “minor technicalities” within the contract, including a possible fuel adjustment clause, Matthews said.

The county is estimated to save $800,000 to $900,000 annually as a result of closing the transfer station — some of which commissioners said it will give back to towns to help cover their additional costs.

Hauling trash the additional distance to White Oak will also impact commercial garbage haulers and industries with large trash volumes, like manufacturing plants or the hospital. County residents, however, can continue to use one of the many convenience stations located throughout the county.

The town of Waynesville had briefly considered contracting out its solid waste operations as well but decided to continue hauling its own waste based on an analysis done with the help of Land-of-Sky Regional Council, a government planning and development organization in Asheville.

Although there will be additional costs associated with the decision — including the purchase of a new, more efficient rear-loading garbage truck and one new employee — the town does not yet know how much more it will have to shell out each year, said former Town Manager Lee Galloway. Galloway is remaining on board with the town as a consultant until the end of June.

Additional costs for the town will also translate to more money out of residents’ pockets every month. Residences currently pay $6.50 a month for trash pick-up.

“We will be recommending a rate increase,” Galloway said. The amount of the increase is also unknown.

To help mitigate the added cost and cut down on trips to the far away landfill, Waynesville will continue to promote recycling. There is grant funding available for towns to purchase recycling carts or bins for their resident, and Galloway would like to see Waynesville take advantage of that.

“We need to make it easier for people to recycle,” Galloway said. “I would love it if the town could apply for and get money for carts.”

The town currently picks up blue bags full of recyclables from homes and businesses. However, it does not collect cardboard or glass from businesses.

“We haven’t collected cardboard in probably 10 years,” Galloway said. “There is a guy (from Henson Waste) who picks up cardboard and hauls it to Jackson.”

Business owners should call Henson Waste if they wish to have its cardboard and glass picked up for recycling.

The county is also making a push for increased recycling countywide. The goal is to decrease the amount of waste in landfills by eventually recycling at least 40 percent of its refuse. Haywood County currently recycles 11 percent of its garbage and hopes to increase that to 20 percent during the next 10 years.

It also plans to add to the list of items that can be recycled, such as glass, cardboard, paper and plastics. Soon, the county hopes to recycle carpet and shingles.

The county sells its recycled materials to companies around the U.S., which amounted to more than $642,000 in gross revenue during the last fiscal year.

“We use the revenue from the recycling to offset our costs,” said Stephen King, director of Recycling and Solid Waste Management in the county.

 

Voice your opinion

The Haywood County Board of Commissioners will hold a public meeting at 5:30 p.m. Monday, May 7, on its 10-year solid waste plan. The plan, which details the county’s goal regarding solid waste, is available at www.haywoodcounty.net. The website also lists what items the county currently recycles.

Strapped by budget cuts, Haywood schools suffer from building upkeep backlog

When the maintenance director for Haywood County Schools received news that a transformer at Pisgah High School stopped working last Thursday, it seemed apropos given the grim portrait of the schools’ budget he and other education officials would paint for county commissioners later that day.

The school system has made a plea to county commissioners to more than triple what it’s getting now for maintenance, repairs and building upkeep. While a sizeable increase, the school system has been barely scraping by in recent years. It’s capital budget was slashed by two-thirds when the recession hit four years ago.

This year, the school system says it needs its former funding levels restored — plus some — to help dig itself out of the maintenance backlog. It needs $839,000, including such critical things as a new bus, roof replacements and emergency sidewalk repairs.

“Most of what we need there is for emergency things that seem to always come up,” said Tracy Hargrove, maintenance director for Haywood County schools.

One of those emergency needs is the $20,000 transformer that failed at Pisgah High School — a cost that the school system had hoped to delay until the next fiscal year.

“We have several projects that are relatively critical that we have been kicking down the road a little bit,” Hargrove said.

Not to mention, the county’s 22 buses are wearing down as the numbers on the odometer quickly tick higher and higher. Bus drivers are sometimes forced to swap vehicles if classes are scheduled to take a field trip as some of the buses fair better than others.

And, next year, schools are projected to receive 53 percent less funding for capital projects than they did in 2008, Hargrove said.

The school system is also dealing with a depleting fund balance, the amount of money it has left at the end of the year that essentially makes up its savings account.

The school system ended the 2010-2011 fiscal year with a balance of $4.2 million. But, funding cuts have since drained that reserve. Officials estimated that the schools will only have anywhere from $500,000 to $1 million leftover at the end of the next fiscal year.

“It will only last a year or so and then we’re in trouble,” said Assistant Superintendent Bill Nolte.

Like other departments in the county, schools have been forced to prioritize renovations and improvements and make cuts where they can.

During a meeting with county commissioners last week, Haywood County Schools asked for a total of $14.33 million from the county for the next fiscal year — a more than $1.7 million increase compared to this year. That includes the increase to its building maintenance and repair fund, plus funding for classroom operations, such as teacher salaries.

“I feel like we were very deliberate (when laying out the budget),” said Anne Garrett, superintendent of Haywood County Schools.

 

Squeezed at both ends

The schools are looking to the county to help make up funding shortfalls at the state and federal level. The state has engaged in a odd funding formula, where it allocates money to schools and then asks for some of it back during the year, called a “reversion.” Reversions are intended for austere budget emergencies, but have become a standard annual practice by the state.

“That is why it is disingenuous,” Mark Swanger, chairman of the board of commissioners, said of the state’s contribution to education.

Education officials have been taking the bulls by the horns when they can because they don’t know what funding they will receive the following year or how much they will have to revert back to the state.

“It’s like Charlie Brown and Lucy with the football,” said Commissioner Kevin Ensley.

Part of the state’s allocation to schools comes from lottery money. The money is supposed to supplement the schools’ budgets, but many officials have stated that it only supplants funds that the schools should be receiving anyway.

“We haven’t gotten any additional funding since the lottery started,” Nolte said.

Meanwhile, commercials are advertising that lottery money is helping pay for teachers’ salaries. A fact that school officials say is simply not true.

In addition to the loss in federal and state funds, county governments will have to pay for an additional five school days to comply with an unfunded state mandate that increase the number of days from 180 to 185.

“Five days, we have to fund out of our local budget,” Garrett said.

Commissioners did not indicate where they stand on the schools’ request, but will be revisiting the issue soon as the budget for the coming fiscal year is finalized.

HCC makes pitch for bigger budget to county commissioners

Haywood Community College officials have requested an additional $380,000 in county funding this year — all of which would help pay for renovations and new construction on campus.

Similarly to Haywood County Schools, the college has been strapped by recession-drive county budget cuts and now wants its funding restored to past levels. College leaders said the extra money is necessary to cover “projects that can’t wait any longer.”

Campus buildings continue to deteriorate because of a decline in funding that every county department experienced when the economy went sour, school officials said. Historically, HCC received around $500,000 for capital projects, maintenance and upkeep from the county. This year, it received $120,000.

So, the community college is hedging its bets by asking for money for the school’s most pressing projects rather than presenting the entire kitchen sink — which for this year alone includes $2.6 million in improvements.

“We realize we are not going to come in here and ask for $2.6 million,” said Bill Dechant, director of campus development.

College officials met with commissioners last week to present their budget requests.

Board of Commissioners Chairman Mark Swanger asked school officials what other sources of funding they receive for capital improvements.

HCC receives energy rebate funds, grant funding and has saved or reallocated a small portion of its operating funds, Dechant said.

Among HCC’s most important projects is a makeover of the 3300 building, which is currently a machine shop. The structure, which will house classrooms and labs for the natural resources department, needs roof repairs as well as a new entrance.

“Our number one priority … is renovation to our 3300 building,” Dechant said. “Our entrance is very similar to a phone booth.”

There are also sections of cracked pavement and potholes that need repair, an outdated phone system, roof repairs for at least four other buildings, HVAC upgrades, stormwater and sewer line repairs, a new Timbersports facility and demolition of the old sawmill.

It also wants to implement an emergency response system. Emergency alert systems have become a commonplace part of college life ever since the Virginia Tech Massacre in 2007 as administrators want avoid a potentially catastrophic situation.

“There isn’t a way to reach everyone on campus,” Dechant said.

HCC also plans to tear down the sawmill, which originally sat on the outskirts of campus but has become more centrally located as the college has expanded.

“It’s not the kind of eyesore we need,” Dechant said.

Parts of the demolished structure will be sold for scraps.

Selling Haywood a collective effort

Departing from the normal talks of budget cuts and tightening belts, Haywood County commissioners asked a group of tourism and town leaders how the county could pitch in to help bring visitors or new second-home owners to the county.

The commissioners met with members of the county tourism board and elected officials from Canton, Maggie Valley and Waynesville, among others, last week to discuss tourism and how the county can attract more residents or second-home owners.

“I would be interested in the county putting money into something,” said Commissioner Kirk Kirkpatrick. “How can the county help?”

One option Kirkpatrick offered up was commercial advertising. The county could look into a commercial that would collectively market Haywood County to people in other parts of the U.S.

“I would be interested in doing something like that if it’s in the best interest of everybody,” Kirkpatrick said.

“We would be interested in the county putting money into something too,” came the quick reply of Alice Aumen, a board member with the Haywood County Tourism Development Authority.

Aumen’s swift acquiescence to the county tossing in a few shekels drew chuckles from other leaders seated around the large square table.

The trick is getting people here, not so much selling them on the place — the area generally speaks for itself once people come to visit, several attendees stated.

“It all starts with a visit. It all starts with them being a tourist here,” said Lynn Collins, executive director of the TDA. Collins said that many retirees and second-home owners were initially tourists in the county before they were residents.

The meeting last week, billed as a roundtable discussion, was a chance for county commissioners to get up to speed on the tourism authority’s marketing campaign and strategy.

Jennifer Duerr, a member of the tourism board, suggested marketing Haywood County as centrally located between Gatlinburg and Asheville. People could stay in Haywood County and easily make daytrips to either location, she said.

Duerr also emphasized the county and towns should use more pictures and videos of the area. It is their best form of advertisement but often is under-utilized.

“It is so simple,” Duerr said. “This gorgeous area has been given to us like a gift, and we always walk away from that.”

The Tourism Development Authority recently purchased its own film equipment and has been shooting video to use in its advertising efforts.

As discussions dove deeper, several leaders noted that it is difficult to market “Haywood County” per se when few people know where it is or even that it exists. Out-of-town visitors are more likely to recognize Maggie Valley, many stated.

“Well, we are glad to let you use (the name) Maggie Valley,” half-joked Maggie Mayor Ron DeSimone.

Haywood County as a whole should build upon the efforts of places, such as Maggie Valley, Waynesville and Lake Junaluska, which have name recognition nationwide.

Ben Glover, owner of Maggie Mountain Rentals, said that he shied away from naming his business Haywood Mountain Rentals because he feared it would attract fewer customers.

“Haywood County, we were scared of and that is kind of sad,” Glover said.

Glover said a concerted effort may be able to change that.

“The term ‘Haywood County’ needs to be collectively promoted,” said Glover, a member of the TDA board.

Wintertime recreation was also a particular topic of concern at the meeting. Beyond Cataloochee Ski Area, the list of activities is meager.

“In the wintertime, we are truly at a loss for things to tell them to do,” Collins said. “We do have a shortage of things for children to do.”

Aumen agreed, adding that the county should focus on attracting entire families that can come back generation after generation.

County Commissioner Mike Sorrells suggested creating more indoor events to occupy people during the cold winter months and offering package deals for travelers.

Several leaders said that the towns are not adequately communicating what they have to offer to tourism leaders who tout the activities as reasons to visit Haywood County.

“I think that is everybody’s shortcoming,” said Canton Town Manager Al Matthews. “We can’t fault (tourism promoters) for not telling (visitors) about something that they don’t know exists.”

Interchange construction in Haywood could take three years

The Lowe’s interchange in Haywood County will finally get re-structured but not for a couple more years.

N.C. Department of Transportation plans to start reconstructing the exit onto N.C. 209 and leading to Paragon Parkway and Hospital Drive in summer 2014.

“The geometry of the exit right now is extremely confusing, and it’s tight,” said Brian Burch, a construction engineer with DOT.

Prep work has already begun on the estimated $24-million project. The Lowe’s side of the interchange won’t change much — the work is focused on the side of Taco Bell and Shoney’s.

DOT will purchase about five homes and 10 businesses that currently stand in the way of its construction. Of the total project cost, the department will spend about $9 million alone to purchase the right of way. Among them are the Burger King, Taco Bell, the Shell station, Shoney’s and David’s Home Entertainment.

“The intersection is confusing; there is no question,” said David Sutton, owner of David’s Home Entertainment. “I don’t want to have to relocate … (but) it needs to be done.”

Sutton did not know how much he would get from DOT for his business and land.

Once work begins, it will be another two to three years before its completed because the crew must work in phases to ensure that people have access to remaining businesses and can pass through the area with relative ease. DOT must also be conscious of students traveling to and from Tuscola High School each day, Burch said. It’s also the major interchange near MedWest-Haywood hospital and numerous doctor’s practices, the county’s Department of Social Services, and the entrance to Lake Junaluska.

“There is always the concern of access,” Burch said. “How is my routine going to be impacted?”

But, no matter how well thought-out the plan is, there will inevitably be delays.

“People have to be patient,” Burch said.

The exit has been on DOT’s to-do list for years because of its odd configuration, congestion and proneness to accidents. Some call the interchange “malfunction junction.”

The four-lane highway was built in the 1960s, blazing the first four-lane road to Waynesville. Roads were built differently then from today, said Reuben Moore, an DOT operations engineer.

“Things like that are not the way we are doing it when we do it today,” Moore said, citing the confusing manner in which exit and adjoining intersections were laid out.

 

Changes to the Interchange

While certain portions of the exit and its surrounding interchanges will remain the same, several key changes will make its more user friendly.

1: The main part of the project is a new on-ramp heading toward Waynesville. It will be longer, giving vehicles more time to gain speed before merging.

2: The access road to Taco Bell and the on-ramp heading toward Waynesville are too close together now and will be moved farther apart. With the current configuration, it can be difficult to tell which is the access road and which is the on-ramp for the highway.

3: Paragon Parkway will be realigned — moved over to sit on top of where Shoney’s is now. It will be aligned in an intersection with the on-ramp heading toward Waynesville.

4: Crabtree Road, which runs underneath U.S. 74, will be widened. A new train trestle will be installed to accommodate the wider road that passes under it.

Tuscola High School counters rumors that advanced courses have been curtailed

Despite rumors that cuts at Tuscola High School in Waynesville could reduce the number of advanced courses, academically gifted students will have just as many courses to chose from next school year.

Tuscola will lose five teaching positions, which is likely what fueled the buzz among students that fewer honors courses would be offered. Parents mounted a campaign imploring the school not to cut the number of upper level classes.

School administrators say this was never the case, however.

“I think there has been some misinformation, and it just spread like wildfire,” said Stephanie Goodwin, an assistant principal at Tuscola.

To combat the rumors, the school even scheduled a mass pre-recorded phone call to parents. Robocalls are usually used by the school system to share information on everything from snow days to school-wide testing. This one assured parents there would be no cuts to advanced course offerings next year.

Kim Turpin was among the parents who voiced concerns after hearing the school was reassessing both the number and variety of upper level courses it offered. Her daughter is eyeing Stanford but to get in she would need plenty of Advanced Placement courses — essentially university-level courses that count toward the students’ college course credits.

“If you have smart kids, why wouldn’t you feed your smart kids?” asked Turpin. “They need to provide courses so they can go out in the world and be competitive.

Turpin said it is also important for the overall reputation of the school system.

“Anyone you are wanting to attract as a professional in your community, they are going to be looking at your school system,” Turpin said.

Tuscola is offering Advanced Placement, or AP courses, in four areas this year. Next school year, two new subjects will be added — so in essence there are more AP courses being offered next year, both in the variety and sheer number.

Every January, Tuscola High School surveys students to see what AP courses they are interested in for the coming school year. The line-up is built accordingly.

“Student interest drives our schedule for those upper classes,” Goodwin said. “The only way we reduce the number is if we don’t have student interest.”

Unfortunately, if there aren’t enough students interested in a particular AP course to comprise a full class, the school can’t offer it.

“There has been a reduction of funds the last two or three years in the public schools and you have to get the most bang for your buck,” said Danny Miller, the high school curriculum supervisor for Haywood County Schools. “If you had only five or six kids interested in a course, whether it is AP or say business law, it is hard to take a teacher’s block of time and dedicate it to that.”

That is the case with some AP courses, such as AP Physics and AP World History, which only have a handful of students express interest each year, so the course is offered online only.

Haywood County has roughly 2,000 students at its two high schools. While Tuscola High School historically has been larger than Pisgah, reallocation in recent years has led to a reduction in the number of students at Tuscola and an increase at Pisgah. That in turn led to Tuscola needing fewer teachers.

“Our class sizes will be larger next year,” said Tuscola Principal Dale McDonald.

The teachers taken away from Tuscola have not been added to Pisgah, however.

Despite the loss of teachers in the schools, students won’t be left without enough classes to fill their school day.

“Even with the massive cuts, we’ve had I can’t imagine that high-performing students won’t have plenty of honors or AP course offerings,” Bill Nolte, the assistant superintendant of Haywood County Schools, said. “The capacity to offer the courses has not changed.”

The students still have to be taught, and so a teacher standing in front of a particular class can just as easily teach an honors curriculum for an allotted class, according to Nolte.

While the number and variety of AP classes are based on student interest, the school also vets students to ensure they are eligible for the courses.

“You have to recognize this is a college-level class while you are in high school,” Goodwin said.

Even for honors courses, students have to qualify. The application process is based on a combination of test scores, grades in the current academic year and teacher evaluations. For honors English courses, students have to take a tailor-made test to get in. Based on those results, there will be only two honors English courses for sophomores at Tuscola next year compared to three this year.

While parents have expressed concerns that the testing has weeded out the number of students eligible for honors English, Nolte said it is important to make sure students end up in the appropriate level course at the beginning of the school year.

“Otherwise they will want out of the course midway through, and there won’t be a regular English course to jump to,” Nolte said.

Dr. Kristen Hammet, a veterinarian in Waynesville, has been an advocate of offering advanced courses in high school.

“We do need to offer the kids courses; they need to be able to get in top level schools,” said Hammet. “If these kids can’t compete, they can’t get into the Dukes and the Princetons and Davidsons.”

But, it’s more than that, Hammet said. She sees academically gifted students as a special-needs group. They crave a challenge that, if unmet, can leave them floudering and can lead to them checking out intellectually.

“These kids need these courses,” Hammet said. “It has been shown that if the gifted and intellectually and academically gifted kids are not offered courses that meet their challenge, they are at greater risk of dropping out, or become more depressed and more suicidal.”

Forum to focus on Lake Junaluska’s future as a town or not

As Lake Junaluska weighs whether to become part of the town of Waynesville or form its own town, a public forum for residents to ask questions or share comments will be held at 7:30 p.m. Thursday, April 26, at Bethea Welcome Center.

At stake is Lake Junaluska’s identity and the fate of a community made up of 800 homes. A task force has been formed to study the issue. The mission of the task force includes gathering public opinion, reporting findings to the Junaluska Assembly Community Council and possibly making recommendations.

The taskforce will be made up of three representatives from the community council, three from the Lake Junaluska Assembly Property Owners Organization, three members from the community and one member representing the United Methodist Church.

While Lake Junaluska is not an official town, the community already looks and acts like one. It has its own trash pick-up, water and sewer system, street maintenance and even security force. The homes that make up Lake Junaluska’s residential community pay a yearly fee for those services.

But, an aging water and sewer system and other infrastructure issues have led the community to consider joining Waynesville instead of bearing the expense alone. If the community joins Waynesville, it would see an increase to its property-tax base but would also incur the Lake’s aging infrastructure.

Dissension among the Jackson medical community spells trouble for MedWest

A group of Jackson County doctors say they want out of the two-year-old partnership with the hospital in Haywood County and instead would like to look toward Mission Hospital in Asheville as a future partner.

There have been murmurings for months that Jackson County doctors are dissatisfied with the pseudo-merger with the hospital in neighboring Haywood and might want out. But this week marked the first time a group of doctors went public.

“There is a common element of frustration with day-to-day operations, and concern about the financial viability of the hospitals,” said Bob Adams, the chief hospitalist at MedWest-Harris hospital.

Adams, backed by six other doctors, appeared at the Jackson County commissioners meeting Monday to get his message out.

Though the doctors say they ardently support Harris hospital, they are dissatisfied with the MedWest joint venture that united Haywood Regional, Harris and Swain County hospitals under a single umbrella. At the same time, the new MedWest entity signed on with Carolinas HealthCare, a network of 34 hospitals based in Charlotte.

Many doctors in Jackson and Swain now say that was a mistake — and that they don’t trust Carolinas or their own board of directors.

“MedWest is failing and needs to be dissolved. Carolinas is not an acceptable partner,” Adams said. “Mission is the only partner acceptable to the communities west of Balsam.”

Some doctors in Jackson County believe Harris has not fared well in the MedWest joint venture.

Harris is struggling financially. It has seen an outmigration of patients. Doctors, too, are leaving.

Adams said he is one of eight physicians leaving Jackson and Swain counties in coming months. The community already faces a doctor shortage, a factor partly to blame for the loss of market share in recent years.

Doctors in Jackson County also feel that the Haywood hospital is being groomed to become the flagship of the MedWest venture. They fear patients once cared for locally at Harris will be gradually siphoned to Haywood. They also feel Haywood has gotten a greater share of resources. A long-promised new emergency room remains on the back burner in Jackson — meanwhile Haywood used up MedWest’s borrowing ability by taking out a $10 million line of credit to stem a cash flow shortage.

Whether real or perceived, the Jackson medical community has long prided itself on its reputation and didn’t take kindly to the thought of their beloved local institution declining. That, along with a strong independent streak, has doctors questioning the corporate relationship they now find themselves in as culturally incompatible.

“It is clear to me that the hospital that I joined 10 years ago no longer exists, and is unlikely to rise again from its current ashes,” said Dr. Waverly Green, who is leaving the community in a few months. “I am saddened that it has come to this, and ultimately, I think the community as a whole will be left paying the price.”

Adams and Green both blamed Carolinas HealthCare System as duplicitous in bringing about Harris’ plight.

Adams said he does not trust Carolinas to look out for the interests of their local Jackson County hospital.

They say Carolinas pushed Haywood and Jackson together to advance their own long terms interests — namely to mount a competitive front in WNC against Mission, Adams said

After corralling the trio of hospitals under MedWest, Carolinas then began setting the stage for Haywood to be the lead player with Harris and Swain in supporting roles.

“Carolinas wants everything to funnel past us to Haywood and stop them from going to Mission,” Green said.

“It was Haywood-centric all along,” agreed Bob Carpenter, a former board member for WestCare and MedWest.

Carpenter resigned in a show of solidarity with the medical community.

In particular, though, Carpenter believed the board had not been given ample time to consider signing off on $10 million loan documents that encumber the entire MedWest venture for money borrowed by Haywood. Carpenter said board members were called into an emergency meeting in January and asked to sign documents they had not even had a chance to read.

“They said we had to do it to save the MedWest system,” Carpenter said.

Haywood allegedly didn’t have the funds to make payroll and needed the credit immediately.

The Jackson County medical community appealed to the management of MedWest and Carolinas as well as the hospital board of directors several times during the past six months to no avail.

“I realized we were being shut out,” Green said.

Adams has worked at Harris for 36 years and does not take lightly the decision to come forward with his views.

“Some people thought it may do more harm than good and may be more destructive,” Adams said. “A group of the physicians believe the information needs to be made public and our whole intent is to allow the community to make a decision to look further into what is going on and make their own decisions.”

Haywood Republicans must narrow their slate

Like a game of musical chairs, three Republican candidates for county commissioners are circling Haywood County and hoping they can secure one of the two places on the November election ballot.

Only two of the Haywood County Board of Commissioners seats are up for re-election this year. Two candidates from each party will advance to the general election in November.

Since three Republicans declared their candidacy, voters will have to narrow that number to two during the primary.

Among local, state and federal elections, jobs and the economy still seem to be voters’ main concern. And, the Haywood commissioners election is no different.

“We are borrowing a lot of money,” said Denny King, one of the Republican commissioner candidates. “I will not vote to raise taxes; I will not vote to go deeper into debt.”

The county has not been conservative enough with its money. For example, it should not be paying for the maintenance and upkeep on the MARC building, which is rented by elderly-focused nonprofits for $1 a year, King said. That same perk isn’t being offered to any of the other institutions that do good work in the county, he said.

“I wouldn’t expect us as a county to rent a church for $1 a year,” King said.

King also stated that he believes property owners are paying too much in taxes.

“I will support reducing the size of the burden that property owners pay,” King said.

Candidate Tracy Coward said residents are not getting enough bang for their buck when it comes to county spending. The county’s overall budget is about $65 million.

“I just don’t see where we are getting our money’s worth,” Coward said.

“In a lot of cases, they have done a good job in saving money and cutting down on expenditures, but I think there is a lot more that could be done,” Coward continued.

The current Board of Commissioners has expressed support for state legislation that would allow counties to consolidate redundant services within DSS and the health department.

Incumbent Kevin Ensley touted achievements that the board has accomplished during his current term. In particular, he noted that the board has saved money by privatizing the county landfill and maintained the tax rate despite having to make difficult job cuts.

“We have been able to make the cuts that we needed to without raising taxes,” Ensley said.

Ensley is currently the only Republican member of the five-person board.

Constituents have talked to candidates about their concerns going into this year’s election — and a main anxiety is jobs.

Coward said he can provide a “fresh set of eyes” to such concerns and will vote for what he thinks is best for the county and its people.

Young people continue to leave Haywood County because there are not enough available jobs, Coward said, and the county should work harder to help create more employment opportunities.

One way to create jobs, Ensley said, is through water and sewer projects — something he is a big proponent of. Up-to-date water and sewer systems are a must-have amenity for many businesses if they are looking at moving to a particular area. By building new and updating old systems, the county can create construction jobs and hopefully attract new businesses that will hire county residents, Ensley said.

 

Haywood Commissioner Republican primary: choose two

Tracy Coward, 55, Waynesville

Background: Coward is a maintenance technician at Continental and a former adjunct professor at Haywood Community College. Coward has never run for political office before.

Why are you running: “We need business experience on the board, but it seems like sometimes these folks have their own interests in mind. I was wanting to give the little man some representation.”

L. Kevin Ensley, 50, Waynesville

Background: Ensley has served on the Board of County Commissioners for eight years. He is surveyor by profession.

Why are you running: “I feel like I have provided some leadership in making sure we practice some budget austerity, which we have. I wanted to continue providing that leadership.”

Denny King, 52, Canton

Background: King is currently an engineer at BorgWarner in Asheville. He ran for county commissioner unsuccessfully one time before. This election season, King filed to run but later had second thoughts and tried to get his name taken off the ballot. “I really don’t want to comment on that. I am running to win.”

Why are you running: “I had a lot of encouragement to run, and many people in our county want a voice. They believe I will listen to their thoughts and concern.”

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