Oct. 1, 2025

Together, we have crossed over the one-year mark since Hurricane Helene forever changed our region. While we paused to remember the loss and celebrate how far we've come, we also looked forward with renewed determination and hope. In that spirit, today the Buncombe County Tourism Development Authority (BCTDA) awarded $12.4 million in Tourism Product Development Fund investments for eight capital projects across Buncombe County, including some places hardest hit by the storm. These projects represent a balanced mix of downtown Asheville expansions, outdoor recreation, sports complexes, and cultural enhancements throughout Buncombe County that will advance our strategic investment priorities, generate new overnight stays, attract national events, and provide long-term amenities for visitors and residents.

The timing of these investments holds special significance as it signals that our travel and hospitality community is ready to welcome back visitors for a strong fall season, while giving our community hope for continued economic recovery. By investing in major tourism projects spanning Swannanoa, Black Mountain, Downtown Asheville and Enka, these awards demonstrate our commitment to thoughtfully rebuilding and expanding tourism infrastructure, supporting community resilience through one of our region's most vital exports: the visitor experience.

Other takeaways from the October 1 board meeting include:

• August lodging occupancy and demand;
• Welcomed Amy Kelly as the new City-Appointed BCTDA Board Member;
• Business Development secures major groups through early 2026.

Thank you to everyone who attended the Heroes of Helene celebration and participated in last week's Day of Service, where we partnered with three local nonprofits to host 60 volunteers who worked 10.5 hours, packed 600 meals, and picked up over 2,000 pounds of trash from the French Broad River. These moments exemplify why Asheville was recently named Reader's Digest's Nicest Place in America—it's our community's collaboration, deep connection, and unwavering spirit that define who we are and fuel our path forward. We are proud of our continued work together as a community. Many of our collective achievements can be viewed in our most recent annual report.

August hotel occupancy was 68%, down two points from 2024 and 10 points from 2019. Hotel demand was four percent down from last year.

August vacation rental occupancy was 55%, down three points from 2024 and one point from 2019. Vacation rental demand decreased by 21% compared to last year.

The authority approved $12.4 million in TPDF investment for eight projects aimed at attracting overnight visitors and boosting the local economy. This marks the first full grant cycle since Hurricane Helene impacted the region, marking a significant step in the region's economic recovery. The 2025 investments reflect priorities from stakeholder discussions and visitor data, focusing on large entertainment venues, sports facilities, and family-friendly attractions to create jobs, support local spending, and enhance community life.

Today’s investment decisions, in addition to the two sports facility projects expedited in May, mark the first full TPDF grant cycle since Hurricane Helene, representing a significant milestone in Buncombe County's economic recovery. Following today’s decision, the authority has surpassed more than $100 million in total community capital investments since 2001 through this fund and the Legacy Investment from Tourism (LIFT) Fund. The fund is supported entirely by occupancy tax paid by visitors staying overnight in Buncombe County's commercial lodging facilities.

A list of all TPDF projects can be found at here. The authority will be opening its next investment cycle for LIFT in spring 2026.

Beacon Park will transform the former Beacon Blanket Mill, a 4.7-acre site in downtown Swannanoa, into a world-class public green space featuring the largest all-wheel bike facility of its kind in North and South America designed by Velosolutions, a global leader in urban bike infrastructure. Other amenities include professional-grade outdoor bouldering walls, a one-mile paved walking loop, pavilions, and a large lawn that accommodates concerts and festivals for up to 4,000 people. The facility is expected to attract national and international attention through partnerships with Red Bull, UCI and USA BMX.

Phase I of the project is underway and is projected to be completed by Oct. 2025. Phase II is projected to begin in early 2026, with full project completion expected by June 2026.

The John B. Lewis (JBL) Soccer Complex Restoration project will replace artificial turf damaged by Hurricane Helene, repair the underground stormwater system, and restore lighting infrastructure across 16 field poles. Prior to the storm, JBL accounted for more than 57% of the county's artificial turf fields with lighting and has served as a flagship tournament venue for more than 20 years. In FY24 alone, the facility provided practice and game space for nearly 7,000 youth and 2,000 adult soccer players, as well as programs for lacrosse and ultimate frisbee.

The project is expected to be completed Nov. 2025.

With this award, the total TPDF investment in this community asset is $4,555,000.

Building on previous TPDF investments, this phase will enhance multiple fields at the Buncombe County Sports Park with lighting and synthetic turf, as well as add an ADA-compliant walking path, an accessible playground, a pavilion, and resiliency improvements. The sports park receives approximately 1.4 million visitors annually, with many traveling more than 50 miles to attend tournaments and sporting events.

The project is expected to be completed by June 2027.

With this award, the total TPDF investment in this community asset is $12,780,335, making it the second largest investment in a single facility in the history of the fund.

This project will complete and upgrade Warren Wilson College's Aquatic Center by demolishing the existing pool enclosure and replacing it with a new 10,000-square-foot facility featuring a six-lane pool, competition-level diving boards, and seating for 200 spectators. As an NCAA Division III facility, the center will host regional and national competitions, addressing the shortage of year-round indoor swimming facilities in Buncombe County.

This project is expected to break ground in June 2026 and reach completion by Jan. 2027.

This project will expand the nonprofit music venue with a 3,972-square-foot, four-season covered patio and upper deck, accommodating 174 additional guests per event. The venue will be able to host an additional 260 events annually and is expected to attract approximately 17,000 out-of-market guests in its third year.

The project is scheduled to break ground in Jan. 2026, with an expected completion date of May 2026.

This new outdoor tennis facility will feature six lighted competition courts, complete with viewing stands, and a dedicated tennis building that includes coaches' offices, locker rooms, and public restrooms. The new facility will be located on an existing parking lot at the corner of Broadway and Campus Drive, replacing the Asheville Racquet Club's hard courts, which will be displaced by the I-26 connector project. Once completed, the facility will strengthen UNCA’s ability to host major events, such as the Big South Conference and USTA Adaptive Tennis championships, while also expanding year-round programming for the community.

The project is scheduled to break ground in Feb. 2026, with an expected completion date of March 2027.

Improvements to Bob Lewis Ballpark, the region's only dedicated youth baseball and softball venue, will include entry columns, synthetic turf behind dugouts, shade sail canopies, safety fencing, and an internal pedestrian trail connecting the upper and lower fields. The facility hosts approximately 30 weekend tournaments annually, drawing teams from across the Southeast and generating significant economic impact.

The project is expected to be completed by Feb. 2026.

$500,000 was expedited in May for parking lot improvements for the fall season. With this latest award, the total TPDF investment for this community asset is $2,720,000.

The Asheville Museum of Science will expand into the adjacent space at 1 Haywood St., doubling its downtown footprint. The expansion project includes a 4,000 square foot open exhibit space for permanent and rotating displays, as well as a 2,000 square foot Maker Lab, which offers programs and hosts visiting groups, significantly enhancing Asheville's family-friendly indoor attractions.

The project is expected to break ground by Nov. 2025, with construction and the first exhibit buildouts complete by May 2026.

With this latest award, the authority’s total commitment to AMOS now stands at $964,500.

On August 26, Amy Kelly was appointed as the newest BCTDA Board Member by the Asheville City Council, replacing Larry Crosby. As a founding principal of Hatteras Sky Development, she has been involved in notable projects such as The Radical and Zelda Dearest. Her firm’s most recent project is RAD Rendezvous, creating 40 new artist studio spaces for artists in the River Arts District.

As previously shared, our Business Development team recruited a record number of nearly 680 groups and meetings last fiscal year, expected to generate approximately $67.4 million in direct visitor spending. Together, these events will boost visitation during the fall season and into early 2026, bringing business travelers, association members, and industry professionals to hotels, restaurants, and attractions across Buncombe County.

Next week, Explore Asheville is partnering with the Asheville-Buncombe County Economic Development Coalition (EDC) to host an annual site selection tour to reinforce that Asheville and Buncombe County are open for business. Site consultants representing target industries will get an in-depth showcase of available development-ready land, highlighting the region’s resilience, infrastructure readiness, and investment potential.

As the presenting sponsor, Explore Asheville is working in conjunction with EDC’s concerted outreach to site consultants, state partners, and other influencers who need to know the region’s comeback story.

The FY25 Annual Report chronicles Explore Asheville's pivot from destination promotion to community collaboration to economic recovery following Hurricane Helene. The centerfold features a timeline of efforts aimed at inspiring visitors back to our region while standing up resources to maintain the travel and hospitality community. The report illustrates how the crisis fostered community collaboration with renewed purpose, while elevating Asheville's story of resilience through significant media coverage and national accolades.

MORE INFORMATION & NEXT MEETING OF BCTDA

Find documents from the October 1 board meeting HERE >>

THE NEXT BCTDA BOARD MEETING
Wednesday, October 29 | 9–11 a.m.
Explore Asheville | 27 College Place
Details to be posted HERE >>

Delivering Balanced 
& Sustainable Growth

Encouraging Safe & Responsible Travel 

Engaging & Inviting More Diverse Audiences

Promoting & Supporting Asheville's
Creative Spirit