WNC’s economic stimulus lies in tourism

By David Huskins • Guest Columnist

Much of the talk nationally, as well as locally, has been centered on how to get our economy moving again. Policy proposals and local budgets are being measured by whether they will create jobs and stimulate spending.

While a contentious debate about the right policy rages in Washington, D.C., there may be an answer that is much less controversial, easier to implement and, best of all, could yield better results right here in Western North Carolina.

I’m talking about investing in our travel and tourism economy.

Many people don’t realize it, but the travel and tourism industry is one of our most important economic drivers.

Nationally, travel and tourism is responsible for $704 billion in direct spending, 7.4 million direct jobs, $186 billion in payroll and $111 billion in tax revenue. There are few industries that can compete with this kind of output.

The story applies locally. Here in Western North Carolina alone, travel and tourism in 2008 was responsible for 27,100 jobs, $509 million in payroll, $2.4 billion in expenditures, $99.7 million in local tax receipts and $119.3 million in state tax receipts (N.C. Department of Commerce).

Simply put, when people travel either for leisure or business, the economy grows, jobs are created, and tax coffers filled.

So how can we in WNC invest in this precious resource and leverage it to bring our economy back?

Here are some ideas:

Promote meetings and events. Meetings and conferences are essential to business productivity. We need to support them. Corporate meetings are a major driver of local jobs and a boost to local spending. When these meetings dry up our communities’ small businesses and workers suffer. So we need to do what we can to support the meetings and events industry, and encourage more businesses and associations to bring their meetings to Western North Carolina. We have some of the nation’s finest resort and convention hotels right here in our backyard.

Promote WNC as a regional tourist destination. Our 23-county region has everything a leisure traveler wants. With the nation’s two most visited national park units — Great Smoky Mountains National Park and the Blue Ridge Parkway — and the the two highest recreation-user-day national forests (when snow skiing is excepted) — Pisgah and Nantahala — we’re an outdoor Mecca. Our natural resource base provides some of the most popular warm climate snow skiing, fishing, hunting, backcountry hiking and camping, bicycling and whitewater recreation areas in the nation.

We’re the home of the Cherokee, the most recognized Native American Indian Tribe in the world. Our craft, culture and heritage are significant, bringing us recognition by the U.S. Congress as the 23rd National Heritage Area — the Blue Ridge National Heritage Area. And just last month, our Nantahala Gorge was chosen by the International Canoe Federation in Budapest, Hungary, as the site of the 2013 World Canoe Freelance Championship (the X Games of canoeing and kayaking). That event will attract 500 competitors from 50 countries and 100,000 spectators over 10 days, garnering WNC unparalleled international sports media coverage.

It’s time that we help our local tourism organizations understand the value of working more closely together and allocating some of their resources to promote collectively WNC as a true regional destination. It’s time that we help our local economic development organizations understand the value of the travel and tourism industry to our regional economy and how to engage it and support it in their various initiatives.

Attract international visitors. When people travel from other countries, they tend to stay longer and spend more when they are here — a windfall for our local retailers and other small businesses. A national communications and marketing program called the Travel Promotion Act was just passed by Congress, which will invest in marketing to these visitors. That is great news for us since tourism research studies indicate that European and Asian leisure travelers identify our Blue Ridge-Smoky Mountains-Cherokee region as their favored destination for a trip to America.

On a final note, we need to make sure our local, state and federal elected officials understand the value of travel and tourism to our regional economy. And we need to make sure they are recognized when they go to bat for travel and tourism. Our regional economy is beginning to turn around, but we need to continue to invest in the recovery.

The week of May 8-16 is National Travel and Tourism Week. It’s a great opportunity to let our elected officials know that we support and appreciate everything they are doing to get people moving again.

(David Huskins is the managing director of Smoky Mountain Host of N.C., a regional travel and tourism promotion and development organization created in 1987 for the state’s Smoky Mountains region of Haywood, Jackson, Macon, Clay, Cherokee, Graham and Swain counties and the Cherokee Indian Reservation. He can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..)

I-40 opens at last

Interstate 40, closed since October due to a massive rockslide, reopened with little fanfare on Sunday evening. For the people who depend on the road for their living, seeing the traffic flow again brought a sense of relief.

“We are thrilled to death,” said Mike Sorrells, owner of Sorrell’s Marathon and Auto Repair in Jonathan Creek. “You do not know how much that road means to your well-being until it’s not there.”

The work on I-40 in the Pigeon River Gorge will continue through the summer as crews complete stabilization efforts, but with both eastbound lanes and one westbound lane open, Western North Carolina’s main transportation artery is back in business.

The total cost for the repair project, initially slated for completion in February, is estimated to be $12.9 million, and according to the North Carolina Department of Transportation, the federal government will cover nearly 100 percent of the cost.

For business owners like Sorrells, though, there is no way to recover what was lost. They watched with horror as the timetable for the road opening was pushed back due to poor weather conditions.

“It looked like this thing was going to get opened in February, and it was like a blow to the stomach when we learned it wouldn’t be until late April,” Sorrells said.

The economic effects of the I-40 rockslide have been a source of attention ever since the road was closed. In March, the U.S. Small Business Administration announced that it would hand out $1.4 million in loans to businesses affected by the slide, but the money was spread over the region from Asheville to Sevierville, Tenn.

Before the rockslide, about 19,000 vehicles a day traveled on the road, and almost half of them were trucks. Businesses that directly relied on the commercial traffic, like gas stations and hotels have been hardest hit by the closure.

Sorrells said he was forced to lay off weekend staff as his sales of gas and tires plummeted.

“We survived,” Sorrells said. “It was very difficult. You really saw the fall-off on the weekends.”

Lynn Collins, executive director of the Haywood County Tourism Development Authority, said the road reopened just in time for the summer tourism season.

“We’re thrilled obviously,” Collins said. “We have a lot of special events, beginning with this weekend, and hopefully we’ll have a good attendance with the road being opened.”

Still, the authority’s numbers have been bleak during the closure. Occupancy tax numbers were down 25 percent in the month of January from 2009 and 7 percent to date for the year. The numbers of walk-in visitors at the Canton Visitor Center were even more stark, only half of what they were a year ago through March.

Collins said the low numbers in January and February were likely the result of the weather, the economy, and the road closure.

Until the road reopened, eastbound travelers were detoured to I-26 on a route that added 53 miles and nearly an hour of driving time. The detour was not enough to stop skiers from visiting Cataloochee Ski Area, which enjoyed a successful winter season this year.

“We had a good season and the folks from Knoxville were able to get to us,” said Tammy Brown, Cataloochee’s marketing director. “We found that by offering differing routes, folks were able to deal with it.”

Brown attributed Cataloochee’s success to a great winter of natural snow and ideal conditions for snowmaking. The fact that the ski area did so well showed that the closure of I-40 was not a death sentence for tourism-based businesses on its own.

Traffic was also up in the Great Smoky Mountains National Park, which experienced a 5 percent increase in visitors over last year, primarily because U.S. 441 through the park offered an alternative route across the mountains.

While the interstate opened officially on Sunday, the work to stabilize the rockslide area will continue through the summer as crews complete the installation of rock bolts and anchor mesh at five separate sites. Both eastbound lanes are open, but one westbound will remain closed for about three miles and westbound truck traffic is restricted.

Haywood tourism leaders critical of state’s response to rockslide

State officials have not turned a blind eye to the economic pain caused by the rockslide in Western North Carolina, but Haywood Tourism Development Authority officials say their strategy is off the mark.

First off, the state’s tourism division is devoting $110,000 to a radio campaign in the Raleigh and Charlotte areas informing potential travelers they can still visit WNC despite the Interstate 40 closure.

The campaign was driven by a survey conducted by the state commerce department in the wake of the rockslide.

After polling 1,000 prospective travelers in Atlanta, Charlotte, Columbia, S.C., Knoxville, Raleigh, Winston-Salem and Greensboro, state officials concluded that misconceptions about the road closure reigned in Raleigh and Charlotte.

“Unfortunately, that’s not our markets for this time of year,” Collins said. “I know innkeepers are concerned about the Florida market. They would like to see additional advertising [there].”

During the holiday season, Collins said most travelers to Haywood County hail from Florida, Georgia, Alabama, and South Carolina.

According to the research, however, people in Raleigh and Charlotte seemed most likely to change their travel plans to avoid WNC, said Wit Tuttell, spokesman for the state Division of Tourism.

Tuttell said the state had to look at the entire region, not just Haywood County, even though the rockslide occured there.

“We have to represent everybody,” said Tuttell, adding that the state does help promote skiing in WNC, including at Cataloochee, with an annual $75,000 marketing campaign that targets the Southeast.

In partnership with the North Carolina Ski Association, the state funds television advertising in North Carolina, South Carolina, Georgia, Tennessee and Florida.

From Thanksgiving until Martin Luther King, Jr. Day, the radio campaign will direct listeners to the state Division of Tourism’s Web site for further information.

That Web site has already gotten 12,000 hits on its rockslide advisory page, which includes ample maps and directions.

“We know we’ve got people’s attention with that,” said Tuttell.

Meanwhile, Haywood’s TDA has dedicated $15,000 toward its own marketing campaign.

Part of that money helped the TDA buy Google Adwords for “Western North Carolina” and “rockslide” to direct Internet searchers to its Web site, which prominently displays multiple detours to the region.

 

Wrangling over signs

Haywood tourism officials are also miffed with the North Carolina Department of Transportation for not putting up more signs indicating that WNC is still open for business.

Collins said the TDA worked with N.C. Rep. Ray Rapp, D-Mars Hill, to coax the DOT to change its wording on electronic road signs. Signs initially warned drivers upon reaching Asheville that Interstate 40 was closed ahead and lured drivers to take a detour around WNC. New language was incorporated to list which exits were still open beyond Asheville

But since then, Collins has heard reports that that language isn’t consistently visible.

Reuben Moore, division operations engineer for DOT’s Division 14, which includes Haywood County, said the signs cycle through the messages, so drivers can miss part of it.

“If you miss the message the first time, you might get part of it the second time around,” said Moore. The letters are two feet tall, which allows people to begin reading the signs six seconds away.

Joel Setzer, division engineer for 10 western counties, said the DOT had to be careful not to direct truck traffic across the Great Smokies with the new signage.

“The DOT is trying to get out accurate information out that does not promote commercial and high volumes of traffic to U.S. 441 because that would be unsafe,” Setzer said.

Collins said even if the signs haven’t changed, she hopes the DOT will put up more signs that state WNC is open for business, ideally capturing the attention of drivers upon first entering the region as far out as Hendersonville on I-26 and Hickory on I-40.

Tourism turnaround set back by rockslide

After a slight increase in overnight visitors this fall following a dismal summer, Haywood County tourism officials are dreading November reports.

“It’s going to get worse before it gets better,” said Lynn Collins, executive director of Haywood County Tourism Development Authority, at a town meeting in Maggie Valley last week.

Tourism businesses were dealt a double whammy in November, Collins said, with the Oct. 25 rockslide shutting down part of a major interstate near Tennessee and warmer weather preventing Cataloochee Ski Area from opening until the very end of November.

“Last year, Cataloochee opened Oct. 28,” said Collins. “A full month of skiers helped November last year.”

So far this fiscal year, Haywood has seen an overall 6 percent decline in overnight visitors.

Compared to last year, the county saw tourism revenues drop by 14 percent in July and 9 percent in August. But the TDA took in 4 percent more revenue in September and saw a 1 percent increase in October.

“The economy is easing a little bit,” said Ken Stahl, finance chairman of the TDA. “[But] it’s not where we’d like to see it.”

Stahl said the TDA has had several discussions with N.C. DOT on the rockslide cleanup process, which will take at least until March and possibly May to complete.

“We’re hoping that they’re going to be able to beat their estimates because of the economic impact,” said Stahl, adding that all sectors of the economy, not just tourism, have been impacted by the rockslide.

As rockslide cleanup trudges on, misleading detour signs plague tourism industry

The cost of repairing Interstate 40 after a massive rockslide in late October will now be borne by the federal government instead of the state.

Last week, the Federal Highway Administration agreed to use emergency relief funds to fully reimburse the state for the cleanup efforts, which have closed a 20-mile section of road near the Tennessee border that usually sees about 25,000 vehicles every day.

Latest estimates show the total repair bill would run between $7 and $9 million, according to North Carolina Department of Transportation spokesman Jerry Higgins.

Governor Beverly Perdue declared the I-40 rockslide a disaster shortly after the rockslide occurred, opening up doors to federal emergency funds, which help state and local governments pay for repairs due to floods, tornadoes, landslides and other natural disasters.

Next on Perdue’s wishlist are low-interest loans from the U.S. Small Business Administration for local businesses reeling from the impact of the road closure. Some Haywood County motels, restaurants, and gas stations that rely heavily on traffic from I-40 have seen a dramatic drop in business after the road closure at exit 20.

Haywood County tourism officials have said a false perception that the road closure has blocked off access to all of Western North Carolina has adversely affected the local economy.

The DOT has given contrasting reports on when it expects to reopen I-40. While Higgins reported that he expected the cleanup to take “at least three more months,” a press release issued by Congressman Heath Shuler, D-Waynesville, stated DOT officials expect I-40 to remain closed for about another month.

So far, workers have blasted apart mammoth boulders and hauled away about 4,000 tons of debris to a nearby U.S. Forest Service site. Last week, a fleet of 15 trucks transported 200 loads of rock, which will be stockpiled for future road repairs.

As many as eight workers hand-carried between 1,000 and 1,500 pounds of explosives up the slope so they could be set in the holes for detonation, according to the DOT.

 

A disastrous situation

If the Small Business Administration decides to open up economic injury loans to the region, struggling businesses in WNC could apply for assistance in covering everyday expenses, from keeping people on payroll to just keeping the lights on.

Despite feeling the most immediate impact from the rockslide, businesses from Haywood County would not be the only ones eligible for the loans. Businesses from all contiguous counties, including Buncombe, Henderson, Jackson, Madison, Swain and Transylvania counties, could claim SBA loans.

SBA has made it standard procedure to offer up loans to the affected county and all surrounding counties, according to Julia Jarema, spokeswoman for N.C. Emergency Management.

“That doesn’t necessarily mean they’re going to get the loans,” said Jarema. “They have to show a need.”

Some businesses in Haywood County have already demonstrated such a need for assistance.

Gina Shuler, who manages the Days Inn in Canton near I-40 , estimates that business there has dropped by more than 70 percent after the rockslide.

“It’s really taken a toll on everything,” said Shuler. “We’re probably going to have to start laying people off. It’s a really hard time.”

Shuler said the motel already faced a rough two years with the recession. Now, the motel is seeing nights when only two rooms out of forty are occupied.

“We’re just really going day by day,” said Shuler. “We don’t know what’s going to happen next week.”

The Midway Motel, near exit 20 where I-40 is blocked off, is another business that’s gravely suffering due to the rockslide.

Owner Brooke Gayne said last week that she did not have a single person in the motel.

Nevertheless, Gayne is reluctant to apply for the loans should they become available.

“That would be a last resort,” said Gayne. “Because you’d have to pay it back.”

Summer Smart, a waitress at nearby Haywood Cafe, said locals have kept the restaurant going, but she anticipated a big drop in the number of holiday travelers.

For now, most of the travelers who stop by are just looking for directions to places like Cherokee and Gatlinburg.

Smart has noticed the Pilot truck stop across the road is faring especially poorly.

“It’s really like a ghost town over there,” said Smart. “I feel sorry for them. All their business is truckers and travelers.”

 

Broadcasting the right message

Some members of the tourism and business community are working hard to publicize the fact that WNC is still accessible, hoping to stop travelers from steering away from the area after seeing I-40 closure signs.

Cece Hipps, executive director of Haywood County Chamber of Commerce, said DOT signs that inform travelers about the rockslide are correct but don’t do enough to dispel the perception that I-40 is closed to the mountains.

“You can’t really read the entire sign anyway,” said Hipps. “If you’re traveling 70 miles per hour, you see ‘I-40 closed’ only.”

But Hipps said the DOT understands the urgency of the matter and is probably doing its best.

“I don’t think we should point fingers at anyone,” said Hipps. “The problem is that our customers are not getting the message.”

Mary Jane Ferguson, director of marketing for the Eastern Band of Cherokee Indians, is considering the possibility of pooling resources with tourism agencies to put out a billboard that makes it loud and clear to travelers that WNC is still open for business.

But Ferguson said paying for that billboard would difficult since her budget is already strapped due to the recession.

New leaders to forge future for Dillsboro with or without railroad

Faced with a collapsing tourism marketplace caused by a national recession and the pullout of its featured attraction — the Great Smoky Mountain Railroad –– Dillsboro’s voters elected a new leadership team to steer the town towards an uncertain future.

David Gates, one of the winning candidates, wants the tourist railroad to resume operations in Dillsboro.

“I would like to work real hard to re-establish our relationship with the railroad and try to get them back into Dillsboro. It was our number one draw, and it was a win-win situation,” Gates said.

All five positions on the town board and its mayor’s seat were up for grabs during Tuesday’s election with eight challengers and only one incumbent vying for the spots.

While attracting tourism and increasing its revenue base are the most pressing local issues, Dillsboro has also been at the center of one of Western Carolina’s most contentious environmental fights.

Jackson County is battling Duke Energy in federal court to prevent the Fortune 500 company from tearing down the historic Dillsboro Dam. Depending on who wins the court case, the dam could be taken down by Duke or turned over to the county to be included in a riverfront park development.

Going into the election, most of the candidates said attracting tourism and re-building the town’s economic base were their focus, and, while the dam fight was close to their hearts, its outcome was out of their hands as a result of a stakeholder settlement agreement signed years ago.

The mayoral race pitted local business owners Teresa Dowd and Michael Fitzgerald against one another. Fitzgerald –– who has served as the vice mayor for the past four years –– won election with nearly 75 percent of the vote.

Fitzgerald said a key component in planning for the town’s future will be expanding and formalizing its relationship with Western Carolina University, which is helping the town create a long-term vision and brainstorm on how to boost a local economy slammed by the recession and the train’s departure.

“We don’t have a formal arrangement but we will have someone working with their departmental liaison to look at all the possibilities,” Fitzgerald said.

Fitzgerald said it was important to harness the university’s resources and ideas before determining the best way forward for the town.

“If a business person were going to open in our town it would be good to see what kind of businesses are likely to succeed beforehand,” Fitzgerald said.

Jimmy Cabe, the only incumbent to run for re-election to the town board, was the leading vote-getter in the race.

Cabe also emphasized the importance of pursuing a partnership with WCU that would benefit the town’s merchants and its residents.

“I’m kind of looking at the partnership with Western benefiting the whole town, not just the merchants,” Cabe said, adding that he hoped the college would help the town develop its use of alternative energy production.

 

Dillsboro
Mayor, 4-year term

Michael Fitzgerald    53

Teresa Dowd    16

 

Town board

Seats up for election:    5

Total seats on board:    5

Jimmy Cabe (I)    57

Tim Parris    56

David Gates    51

K David Jones    50

Joseph Riddle    32

Walter Cook    25

Emma Wertenberger    22

TJ Walker    18

Charles Wise    18

Registered voters:    175

Voter turnout:    26%

Fee charged to overseas visitors would fund tourism marketing abroad

A bill is moving through Congress that could help boost the local economy and create jobs by drawing international tourists to Western North Carolina.

The legislation would charge overseas visitors a $10 fee. The revenue would be used to market the United States as a travel destination internationally. The promotion would be carried out by a nonprofit created for the purpose.

The bill comes as welcome news to Karen Wilmot, executive director of Swain County’s Chamber of Commerce.

“It’s very cost-prohibitive for us to focus a great deal of attention abroad,” said Wilmot. “I look forward to the initiative. It’s an untapped market, and that’s what we’re all looking for.”

Congressman Heath Shuler, D-Waynesville, cosponsored the Tourism Promotion Act. It passed the House overwhelmingly. A similar bill passed in the Senate, and the two versions are currently being reconciled.

“International travelers will provide a much-needed economic jolt to the U.S. economy,” said Shuler.

The fee would only apply to visitors who do not need a visa to enter the U.S., including those from Australia, New Zealand, and most of Europe.

Most local entities concerned with tourism rely on the N.C. Division of Tourism to go after international tourists. The state agency recruited two groups of travel writers from the U.K. and Germany in the past year to visit Western North Carolina.

According to Wilmot, the German group thoroughly enjoyed visiting Cherokee and riding motorcycles through area roads.

In Wilmot’s experience, many international visitors who come to WNC hail from the U.K., Germany and Japan, all countries that would be affected by the new legislation.

Wilmot said these travelers are drawn to the Southern Appalachian culture, Cherokee heritage and the scenery.

“The natural beauty would speak to anyone no matter what nationality,” said Wilmot.

In addition, Western North Carolina has many small towns with a “lost Americana feel,” said Wilmot.

Ashley Rice, who handles marketing for the Haywood County Tourism Development Authority, said there’s no money in their advertising budget going overseas right now. But the market clearly holds potential, she said.

Rice said the touring group from the U.K. enjoyed golf, fly-fishing, and hiking in the area.

“The feel of the mountains does remind them of home,” said Rice.

Visiting the Appalachians is less expensive than many U.S. destinations, Rice said.

According to Rice, there is a “fair amount” of overseas travelers headed to local visitor’s centers. For example, a few from South Africa and Italy recently visited one in Canton.

While the United States has no shortage of travel destinations, Shuler said the Great Smoky Mountain National Park is the most visited national park in the country and is sure to benefit from the bill.

Shuler said even if a few thousand more visitors come to the area annually for the next four years, word of mouth and repeat business would help generate an increase in revenues.

The act is designed to attract up to 1.6 million new international visitors to the United States, creating nearly 40,000 jobs in the first year.

While many other foreign governments promote their countries abroad, this would be the U.S. government’s first foray into this type of marketing venture.

It is not clear yet how the nonprofit would market specific areas of the U.S., like Western North Carolina.

For now, North Carolina lags far behind other states in attracting international tourists, with 355,000 visitors from abroad in 2008. It is the 17th most visited state in the country, while New York, California, Florida, Nevada, and Hawaii comprise the top five.

WNC juggles perceptions and realities of rockslide blockade

The main message that local and state authorities are frenetically broadcasting to the world is that Western North Carolina is still open for business even though a major rockslide will likely shut down a portion of Interstate 40 near the Tennessee border for at least four months.

Governor Beverly Perdue echoed that message last Wednesday after declaring the rockslide an emergency, thereby qualifying the state to receive federal money for the cleanup.

“We are open and very, very safe,” said Perdue, who rushed to the rockslide site after returning from a two-week cultural and trade mission to China and Japan. “If you want to see beauty and glory, you come right now.”

Perdue anticipates that the federal government will cover 100 percent of the cleanup cost, as it typically does after a natural disaster. In addition, Perdue hopes to launch a short-term co-op marketing campaign, funded by federal, state and local money, to publicize alternate routes into WNC.

Perdue toured the rockslide site on Wednesday (Oct. 28), along with Secretary of Transportation Gene Conti and Deputy Commerce Secretary Dale Carroll, and N.C. Reps. Phil Haire and Ray Rapp.

Perdue remarked that the 150-foot tall and 200- to 300-foot wide rockslide looked much bigger in person.

“Those boulders are enormous,” said Perdue.

The N.C. Department of Transportation estimates that it will take about four months to open the 20-mile section of I-40 now closed to thru-traffic.

The department has hired Phillips & Jordan of Knoxville, and rock stabilization specialist Jonad Contractors of Champion, N.Y., to perform the work.

So far, contractors have installed a pulley system and moved two drills into place on the face of the mountain slope. They have drilled holes in the rock to set explosives and planned to begin blasting on Tuesday afternoon.

While the biggest challenge lies in stabilizing the precarious rock precipice still looming over the highway, crews will also continue to break up the largest boulders lying in the road for a couple of weeks. At that point, they will have a much better estimate of when I-40 will be able to reopen.

The N.C. DOT has set up a Web site dedicated to updates on the cleanup efforts with a map of alternate routes, all directly accessible off the home page. The agency will also post daily updates to its Twitter account.

Ted Phillips, owner of Phillips & Jordan, emphasized the need to work safely and steadily using a top-down approach to clear the rocks.

“You can’t work down below and undermine yourself,” said Phillips. “You can’t remove it until you get it in the condition to remove it.”

While Phillips said it would take a small crew a “real long time” to clean up the rockslide, Phillips said his company has previously handled a lot worse.

“In my scope, it’s not a big job,” Phillips said.

 

Measuring perceptions

Local and state officials have begun working on a marketing campaign that will publicize the fact that much of WNC is still accessible.

Starting this week, the state Department of Commerce will survey 1,000 prospective travelers in Atlanta, Charlotte, Columbia, S.C., Knoxville, Raleigh, Winston-Salem and Greensboro to determine awareness of the rockslide, ask about impact on travel plans and test marketing strategies.

Smoky Mountain Host, a tourism organization the represents seven counties west of Asheville, will utilize its hefty database, with 40,000 e-mail addresses of past visitors to the area, to do similar target research.

David Huskins, managing director of Smoky Mountain Host, said N.C. DOT needs to make sure to market alternate routes and let the public know they can still reach points west of Asheville.

Ron Leatherwood, a board member of the Haywood County Chamber of Commerce and former DOT board member, encourages locals to patronize the businesses that are most likely to be affected by the I-40 closure, especially the gas stations, motels and restaurants clustered at exits 20 and 24.

Local and state authorities who were around for the last major rockslide on I-40 in 1997 said they were better trained to handle the crisis this time around. Lynn Minges with the State Department of Commerce said as soon as the agency found out about the rockslide, it got on the phone to rally its troops.

The completion of I-26 also helped route trucks away from the two-lane roads they had to resort to during the last rockslide. In addition, the advent of the Internet, with its perpetually updated social media sites, has made connecting with prospective travelers much easier.

Minges estimates that about $150,000 was spent on advertising alternate routes and promoting travel to Western North Carolina last time around.

No quick fix for rock slide that closes I-40

Western North Carolina is bracing itself for the impact of a massive rockslide that will shut down a major chunk of Interstate 40 near the Tennessee border for about three months.

The rockslide occurred 2 a.m. Sunday morning three miles from the Tennessee state line in Haywood County, burying both sides of the highway under a mountain of rubble 150 feet high and 200 to 300 feet wide.

Three vehicles crashed into the rocks shortly after the slide, and one person was transported to the hospital for minor injuries.

“We were very fortunate. There were no serious injuries or fatalities,” said Nicole Meister, spokeswoman for N.C. Department of Transportation.

Since the slide, the N.C. DOT declared an emergency, shut down 20 miles of I-40, and brought in workers to begin surveying the slide site.

The cleanup will cost from $2 to $10 million.

Visitors driving westward to Tennessee are being turned away at exit 20, while locals are getting the go-ahead to sneak up to exit 15, the main road access for the Fines Creek and White Oak communities, as well as the county landfill.

About 25,000 vehicles pass through the closed section of I-40 daily, with about half of those being commercial trucks, according to the NCDOT.

Geotechnical engineers are working with the U.S. Forest Service, which owns the land, to determine how best to clean up the rockslide.

On Monday, this process involved flyovers with a helicopter and taking numerous pictures of the slide.

Workers will have to take a top-down approach when it comes to removing the rubble.

“If you pull it out from the bottom, it’s going to keep coming,” said Meister.

This stretch of the interstate in Haywood County has been no stranger to slides.

Sunday’s rockslide occurred just a mile and a half down the road from the series of slides that occurred in 1997, which shut down part of the interstate for six months. It is the third major rockslide in that area since the mid-1980s.

Joel Setzer, a division engineer with NCDOT, said the latest rockslide is comprised of more rocks and a lot less soil, compared to the one in 1997.

Setzer said the amount of unstable material above the road seems to be a bigger problem this time around.

“The remedy to stabilizing the slope and restoring the traffic is larger,” said Setzer.

Geotechnical scientists and engineers do not know the exact cause of the slide, but are looking at several potential factors, including possible tremors; freezing and thawing of water in cracks in a wedge in the slope, causing expansion and contraction of the rock plates.

Haywood County braces for economic impacts of prolonged I-40 closure

By all indications, the closing of Interstate 40 due to a massive rockslide will be more than just a minor headache for many.

Through traffic heading west to Tennessee will be directed to I-26 from Asheville, where cars would have to travel 130 miles to link back up with I-40 across the state line.

Though much of Haywood County will still remain accessible off I-40, it’s feasible that widespread news of the rockslide might turn off visitors to the area.

Most likely to suffer from the road closing are the restaurants, gas stations, motels and tourist-oriented businesses that rely heavily on traffic coming through I-40.

Pilot Travel Center, a truck stop in Waynesville near exit 24, was already feeling the impact of a desolate I-40 on Monday afternoon. A few trucks were scattered here and there, but the vast majority of parking spots sat empty.

Ashley Duckett, an employee at the Pilot convenience store, said business was “dead” on Sunday, the day the rockslide occurred.

“It’s usually booming,” said Linda Henry, another employee at the store, adding that business will definitely hurt without truckers stopping by to fuel up, have a meal, or take a shower.

The people who did walk into the store were only interested in one thing: directions.

“Every other person coming in here is asking how do I get to Tennessee? How do I get to Knoxville? How do I get to Gatlinburg?” said Henry.

The store received so many requests for directions that the manager taped up directions on the door and readied a pile of printouts of Mapquest directions at the counter.

Next door at the Midway Motel, owner Brooke Gayne said she didn’t expect anyone to check in Monday night.

“It’ll be bad,” said Gayne. “I don’t see too many people coming past [exit] 27.”

Exit 27 leads to the heavily-trafficked Great Smoky Mountain Expressway.

Summer Smart, a waitress at the Haywood Cafe near exit 24 on I-40, said the restaurant had not seen one trucker all day.

Smart remembered a drop-off in business after the last rockslide in 1997 closed down a section of I-40 for months. Though locals remained faithful customers, holiday travelers who usually flooded the restaurant were hard to find that year.

James Carver, owner of Maggie Valley Restaurant, also recalled facing a hardship after the last rockslide.

“Business went down a great bit,” said Carver. “It just brought everything to a standstill.”

Carver said businesses would continue to feel an impact even after N.C. DOT cleans up the rockslide and restores traffic.

“It takes a while for word to get around that everything’s open,” said Carver.

The Haywood County Tourism Development Authority and the Haywood County Chamber of Commerce are already working hard to spread the word about alternate routes to keep tourists from Tennessee trickling into the region.

The TDA will post these very detailed directions on its Web site and social media sites, attaching to their Web site a map with alternate routes.

“With several alternate routes available, there really is no reason to cancel any travel plans to the area, whether for these last weeks of leaf-looking or the upcoming ski season,” said Lynn Collins, executive director of the Haywood County Tourism Development Authority

Collins reassures those forced to make the detour that there are “terrific scenic routes with some amazing views along the way.”

Wayne Carson, a staff member at the Canton visitor’s center off I-40, said he’s noted a spike in the number of visitors who want to avoid the interstate anyway.

He said all summer, tourists have requested directions for traveling on back roads and visiting smaller communities on the way.

Carson directed some confused visitors headed toward Gatlinburg through Cherokee and then over the Great Smoky Mountains National Park via U.S. 441 on Monday. It is possible that towns along that route will see a pick-up in visitors who would have normally taken I-40 to Tennessee.

Unlike the 1997 rockslide, which shut down roads for the peak summer and fall seasons, this latest rockslide occurred at the beginning of the off-season for most businesses.

“Fall foliage is winding down, but we’re going into ski season. We don’t want to jeopardize that either,” said Collins.

According to Collins, many visitors who come to ski at Cataloochee Ski Area come from the Southeast, not Tennessee.

Tammy Brown, spokeswoman for the ski resort, said they still anticipate a good ski season since a colder than average winter has been forecasted.

Brown said the rockslide will definitely impact business, but by how much is anyone’s guess.

“We’re going to do our best to facilitate individuals from that neck of the woods,” said Brown.

Meanwhile, Alice Mosteller, vice president of a real estate agency in Waynesville, is worried that the rockslide might negatively affect a real estate market that’s just beginning to pick up.

“Just anything that would keep people from coming here is not good,” said Mosteller. “This is the most beautiful time of year possible. What a horrible weekend for it to happen.”

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