To the Editor:

Given the recent suggestion in The Sylva Herald that the Jackson County Tourism Development Authority possibly fund a downtown director for Sylva, we appreciate the opportunity to clarify the function of the TDA and correct inaccurate perceptions and information that has been presented.

We also would like to note that no one from the town of Sylva has reached out to the TDA to make any request regarding such a position or to discuss such a position with the TDA.  

While we applaud the idea of a Main Street director/downtown director for Sylva, that responsibility does not rest with the TDA. The Jackson County TDA was created specifically to promote travel and tourism and to serve as the marketing organization for the entire county, which also includes the communities of Cashiers, Cullowhee and Dillsboro. 

The goal of our efforts is to drive the economy through tourism, not just in Sylva, but across Jackson County as a whole. Tourism is one of the top economic engines for Jackson County, and the program of work we have put in place has seen double-digit occupancy tax increases. What this translates into at the end of the day is more jobs for the people in our community as businesses gear up and open in our county to serve needs created by increased visitation. 

More people dining in our restaurants, shopping in our stores, and buying chocolates and coffee, that is where the more than $176 million in tourism spending annually comes to life. Our river outfitters, our restaurants, our gas stations, our grocery stores, boat rental facilities, guide services — all of these livelihoods and more are supported by tourism. Tourism touches every industry, directly supporting more than 1,700 jobs in our communities.

These accomplishments are due to the strategic marketing efforts that have been implemented over the past several years — development of a website, e-newsletter, visitors guide, branding, advertising, public relations and social media campaigns — all marketing efforts carefully created, implemented and continuously monitored for effectiveness, to promote the entirety of Jackson County. 

This also includes significant funds to promote festivals and events, in Sylva and throughout Jackson County, across all marketing channels to draw overnight and day visitors to the County. In addition to providing logistical support to the entities planning these events, the TDA reinvests in our communities through a grant program in which we have given more than $90,000 to local events.

The Jackson County TDA has one of the most robust marketing programs in the region, operating on a budget less than that of many other counties. The fact that we can achieve double-digit growth speaks volumes to the ability of the TDA and our partners to get the absolute best return on any marketing investment. November occupancy tax collections were up 34 percent over the same period last year, and Website traffic is up 1,100 percent over the same time last year. Every available dollar is reinvested back into marketing. Diverting any of these dollars from the TDA budget would have a significant impact on the TDA’s mission to position Jackson County as premier tourist destination

Sylva has a vibrant downtown that is thriving, and our Jackson County Chamber of Commerce does an excellent job at event creation, promotion and support. We have some new events rolling out this year they’ve created that we’re excited to share soon. They are an excellent partner with the TDA in creating a visitor experience in Jackson County and we look forward to continuing to work with them to attract visitors to Sylva and all of Jackson County.

Nick Breedlove, Director

Jackson County Tourism 

Development Authority