Requests for Haywood Tourism Development Authority money this year ran the gamut from the predictable to events making their debut this season.

The TDA generates a pot of money from a 4 percent tax levied each time someone pays for a hotel room in the county. Three percent of that money goes into a general fund to be divvied up among the entire county, while the other 1 percent is divvied up by zip code. Each of the county’s five geographic regions — Maggie Valley, Waynesville, Lake Junaluska, Canton and Clyde — receives an amount of money proportional to the room tax they collect.

Maggie Valley, with its many hotels and motels, generates the most room tax of any zip code, and thus has the most money to give. Its zip code fielded nearly $200,000 in requests. As has been the case in the past, the biggest number of applications targeted festivals, including Run to the Valley Street Rod Show, Maggie Valley Fall Days, Mountain Music Jamboree, a Harley rally, Vettes in the Valley, and a classic auto and truck show. The TDA finance committee recommended funding for each of the events.

Big winners when it came to the TDA’s recommendations were a festival director position, for which $20,000 was recommended. This position is funded by the town of Maggie Valley and the TDA, and there is already a person hired. The Maggie Valley Lodging Association’s request for advertising to motorcycles also made out well, with a TDA recommended amount of $11,600. The money will go to fund a Speed channel advertising package.

The TDA extended conservative funding recommendations to Ghost Town in the Sky, the Maggie Valley theme park that recently filed for Chapter 11 bankruptcy. Some of the requests were denied funding, such as the park’s Gospel Sundays series and its request for an Industry Partnership with the TDA. The TDA did agree to provide some money for a Ghost Town Media Day, though to the tune of $1,500 rather than the $4,000 Ghost Town requested. Ghost Town’s request for co-op advertising was also granted, though only half of the $10,630 requested was recommended.

Ghost Town CEO Steve Shiver didn’t show up for a public hearing on TDA funding requests, though he was scheduled to speak. Shiver’s absence didn’t appear to help the park’s case. The TDA is already reluctant to extend money to the theme park due to concerns over whether it will be able to open this season.

“On my cheat sheet here, I’ve got a big fat zero” next to Ghost Town, remarked TDA Finance Committee member Ron Reid as the committee went down a list of funding requests.

Waynesville

The TDA fielded a diverse list of requests for Waynesville’s 1 percent money. Among them: $3,000 for a traveling Vietnam Wall, $3,000 to light the Public Art sculpture in downtown Waynesville, $3,000 for an Appalachian Lifestyle Celebration and $3,000 for a Wine and Winter Festival in downtown Waynesville.

The recommendation to award $11,605 to the Downtown Waynesville Association for co-op advertising sparked a debate over where advertising dollars being spent — in this case, some ads are placed in local publications like The Smoky Mountain News, The Mountaineer and the Asheville Citizen-Times. TDA members questioned how effective those venues are for reaching a regional audience.

“Co-op advertising is a great idea, but we’re advertising in all the wrong places,” said Reid.

More of the pie

A variety of events tapped into the TDA’s 3 percent pot of money. The finance committee put its stamp on funding amounts requested for a Haywood County Agricultural brochure, Smoky Mountain 9-ball and Wheelchair Tournament, the Fines Creek Bluegrass Jam, and Maggie Valley’s Miss Maggie program.

Not every request was met with complete approval. A play in honor of the Great Smoky Mountains National Park’s 75th anniversary was awarded less than the requested amount after TDA members determined that some of the money was going to fund entertainment.

“I didn’t think that we paid for storytellers and dancers. I thought we paid for advertising and brochures,” said TDA Finance Committee member Marion Hamel. “I think it’s a great thing to do, but I don’t think we should be paying for the entertainment.”

The TDA also modified a request for money to help advertise a golf package deal featuring the Waynesville Inn Golf Resort and Spa and the Maggie Valley Country Club. Members agreed to award the requested $150 on the condition that the Lake Junaluska Golf Course be invited to become a part of the deal.

The TDA board will vote on the funding recommendations April 22.

The Haywood County Tourism Development Authority will weigh the merits of grant applications from tourism groups over the coming week.

Every year, tourism initiatives, from festivals to visitor center operations, compete for funding from the tourism authority. Haywood County hopes to bring in a little more than $1 million in tourism revenue over the 2009-2010 fiscal year, thanks to a 4 percent tax tacked on to overnight lodging accomodations. The tax carries a stipulation that it must be spent on tourism promotion. How to allocate the money is up to a 12-member tourism board appointed by the county.

Most of the money is used by the tourism authority to market Haywood County as a visitor destination through brochures, magazine ads, billboards, the Internet and various marketing campaigns.

But two pots of money are set aside specifically to fund special tourism projects and festivals by nonprofits and groups throughout the county. Competition for the funds has been contentious in past years — so contenious in fact that it led the county to raise the tax on overnight lodding from 3 percent of 4 percent to provide a bigger pot of money to go around.

That extra 1 percent — roughly $250,000 for the coming fiscal year — is divied up among geographic areas in the county. Each district gets money proportional to the amount of lodging tax collected from that district.

Committees from each of the five districts — Maggie, Waynesville, Lake Junaluska, Canton and Clyde — make recommendations to the Haywood tourism authority on which projects to fund from their respective district. The tourism authority has the final say, however.

On top of the money allocated for each district, the tourism authority sets aside another $100,000 to fund visitor centers and tourism initiatives seeking money from the general tourism budget rather than the special pot allocated for one of the geographic areas.

Haywood County is having a bit of an identity crisis.

The Tourism Development Authority touts the county as a place “Where the Sun Rises on the Smokies.” The slogan, created in 2005 by the Tombras Group marketing agency, appears on everything from billboards to print ads to visitor guides. But since it was created, the TDA has welcomed a slate of new members and a new executive director, all of whome have their own opinions about the logo.

At a recent TDA retreat, the slogan’s effectiveness — and whether it’s a good representation of Haywood County — was called into question.

Betty Huskins, a senior vice president at regional economic development group AdvantageWest, facilitated the March 25 retreat. Huskins asked the TDA board to throw out several phrases that represent what attracts visitors to the area. Board members came up with several, including “feeling grounded,” “getting back to basics,” “family values,” and “breath of fresh air.” The current slogan and its focus on the Great Smoky Mountains was conspicuously absent from the suggestions.

“What do they feel? I don’t think it’s ‘gateway to the Smokies,’” Huskins commented.

Board chair Alice Aumen questioned what the slogan tells visitors about the area, if anything.

“Does “Where the Sun Rises on the Smokies,” say anything?” she asked.

The use of the term “Smokies” to refer to far western North Carolina has long posed a dilemma for tourism groups trying to promote the area. Though the region is technically in the Smoky Mountains, many feel that it’s not thought of as such.

“We’re sitting here touting ourselves as the Smoky Mountains, but as far as the consumer is concerned, Tennessee owns the Smokies,” said Lynn Collins, TDA executive director. “Could we identify ourselves better?”

After the retreat, Collins added that “research has proven that in the consumers’ minds, Tennessee pretty much owns the Smokies, and maybe we could position ourselves better.”

Board member Ken Stahl, who was on the TDA when the slogan was adopted, said he likes it more than some of the others the TDA has used in the past. Stahl said the phrase evokes an image of beauty, which is a major reason visitors are attracted to the region.

“If you’ve ever experienced a sunrise here and watched that, particularly when there’s mist on the valleys and the mountains, it’s a gorgeous, beautiful sight,” Stahl said.

TDA members also questioned whether the current slogan targets the area’s largest visitor demographic, which Huskins said is generally a higher-educated, older individual with money to spend.

“We need to start thinking about who our brand is, and marketing to that individual,” said Board Member Ron Reid.

Stahl, however, thinks the logo already targets the county’s major demographic of visitors.

“Our profile is people who are 55 and older that come here with discretionary spending,” Stahl said. “They come here for the scenic beauty, and you can’t highlight it any more than ‘Where the Sun Rises on the Smokies.’”

The TDA has no immediate plans to change its logo, but members did express interest in collecting feedback as to what the county’s brand should be. Collins, who has experience in previous jobs developing brands, said the TDA could start by conducting an online survey of people who have visited the county and asking them to describe in several words what they think of the area.

“You tally feedback and find a pattern out of it, a common theme,” Collins said. “It usually stands out, and you tweak it a little bit and take it and run with it. I’m hoping that can happen (here) as a result of doing some surveys and things.”

Collins said the method of relying on visitor feedback would be in contrast to the way things have been done in the past, when the TDA board paid a marketing organization to come up with a logo and campaign.

“In years past, that brand has been determined from the top down,” she said. “(At the retreat), we talked about going from the bottom up.”

TDA considers downtown location

The Haywood County Tourism Development Authority is in talks with the Haywood Chamber of Commerce about the possibility of moving both organizations into a roomy, historic building on the corner of Walnut and Main streets in Waynesville.

The building, which has sat on the market for more than a year, would be a prominent location for both organizations. TDA Executive Director Lynn Collins said her group has already gotten quotes on the rental price per square foot and has toured the house to determine which part of the building the TDA would occupy.

Collins said the TDA is waiting for the owner of the house to get back to the group with drawings, square footage and prices.

“Then we can look at our budget and see if we can afford it,” Collins said.

The TDA will also look at costs it will save by combining some of its business equipment with the Chamber.

Collins cautioned that discussions about the move are still “very, very preliminary.”

There’s something about Haywood County.

In recent years, the small Western North Carolina community has found itself as the setting of three nationally acclaimed novels.

It started with the release of Charles Frazier’s Cold Mountain in 1997. Audiences ate up the Civil War drama, and it wasn’t long before many flocked to see the real-life setting of the fictional account. Cold Mountain maps and tours sprang up to cater to tourists near the mountain’s location in Bethel. More than 10 years later, they’re still coming.

“I’ve been told that people come to the area specifically to ask where Cold Mountain is,” says Robert Busko, director of the Haywood County Public Library system.

This past year saw the release of two more novels that are putting Haywood County and Western North Carolina on the map — both literally, and in a more literary sense. Serena, by WCU professor Ron Rash, has won rave reviews in the New York Times, New Yorker, and Washington Post. Wayne Caldwell’s Cataloochee is fast gaining in popularity and was written up in Oprah’s magazine.

If the success of Cold Mountain is any indication, these works will very likely raise the national profile of the county and the region.

“It’s beneficial for the county — when you have writers writing about the area, people become curious,” says Margaret Osondu, owners of Osondu’s Books in downtown Waynesville. “It gives you a sense of pride.”

Rash and Caldwell’s successes, coupled with those already enjoyed by Frazier, are additionally cementing the region’s reputation as a literary hotspot.

“I would definitely have to say (it’s becoming better known),” says May Claxton, who teaches a course on Appalachian literature at Western Carolina University. “If you start to list all the authors from Asheville and over, it’s a very impressive list, and there’s still so many writers coming up with new stuff.”

A literary tradition

Though recent works have boosted the region’s profile, Western North Carolina has a literary legacy stretching back nearly a century. For example, Horace Kephart’s Our Southern Highlanders, published in 1913, is still widely regarded as a leading manuscript on life in the Southern Appalachians. And Caroline Miller, who in 1934 became the first woman to win a Pulitzer prize, lived in Waynesville.

“I do think there’s some really quality writing coming out of the area, though I’m not sure that it’s really recent,” Claxton says. “We can go back to Kephart and others, and there’s sort of a history of really good writers. There’s an interesting question about whether we’re just getting more attention paid to (the region) now.”

Osondu agrees that authors have and do abound in WNC. Exactly what it is about the region that inspires and breeds writers is something she can only speculate on.

“I think it’s because it’s so beautiful and the pace of life is slow, so you have time to be inspired,” she says.

The Appalachian tradition of storytelling could also play a part, theorizes Claxton.

“There’s such a history of storytelling and all that’s been passed down, and people realize how important that is,” she says.

A league of its own

The South is known for breeding authors, but works from WNC could stand out because Appalachian literature has its own unique qualities.

“I think there’s something very special and very interesting and a little different about the works form here,” Claxton says.

Themes in Appalachian works tend to stray from those explored in traditional Southern writing. For example, says Claxton, the conflict tends to be between those who live in the area and “outsiders” coming in to exploit it, rather than between slaves and masters.

Plus, life in the region was often tougher than in other parts of the South, and it shines through in writing.

“If you think about living here as opposed to somewhere with a more congenial climate, people were tougher here, and more prone to look for the bad and good in life,” Claxton says. “Also, I think the work ethic here was really, really strong compared to other parts of the South.”

One particular theme common in both Appalachian and Southern literature — the land and a sense of place — resonates in the works of Frazier, Rash and Caldwell.

“The land is really the central character in all of these books,” says Osondu.

A connection to the land is a theme shared in works by many Southern writers.

“I think that Southern literature comes out of a particular place and is very connected to place in a way that urban-based literature is not as connected to nature,” Claxton says.

The emphasis on place is likely a major drawing point for readers yearning for a simpler time, when people lived off the land.

“I think part of the interest could stem from the rest of the country becoming more urbanized and getting away from that connection,” Claxton says.

That’s much the same reason that people move to the area in the first place.

“All these people that move into this area are looking for more of a connection to place and the culture here,” Claxton says.

That may be why books by Frazier, Rash and Caldwell — all of which explore the culture of the area — are widely read on a local level.

“All of those books circulate really well,” says Busko. “The local people like to read them because it’s their story, and the people that move here want to acclimate and absorb as much as the local culture as they can.”

By Jennifer Garlesky • Staff Writer

As Shelli Milling of Georgia unpacked her minivan she watched her two sons play in the snow at Maggie Valley’s Jonathan Creek Inn parking lot.

By Jennifer Garlesky • Staff Writer

Macon County business leaders are devising a plan to ensure that the county’s lodging tax will promote tourism and travel throughout the county.

By Julia Merchant • Staff Writer

The roar of motorcycles is a familiar sound in the mountains of Western North Carolina. And for many business owners, it’s music to their ears.

Bikers mean warm bodies to occupy beds, eat in restaurants, and shop in stores. This means dollars for the local economy. So why aren’t counties doing more to advertise to this fast-growing segment of the population?

By Julia Merchant • Staff Writer

New legislation to restructure the Haywood County Tourism Development Authority calls for a drastic overhaul of the organization while leaving much open to interpretation.

The overhaul was prompted by controversy over the TDA’s budget, particularly a new marketing plan that was unveiled in 2005. The marketing plan was devised after lodging tax revenue — a 3 percent tax on overnight stays at lodging facilities — started declining three to four years ago. The TDA wanted to fund new marketing initiatives in hopes of turning things around.

“Ghost Town is one of the biggest things that has happened to the western end of North Carolina in many a day. It has proven a giant boost to the economy of a people long hampered by a natural terrain that made farming mostly impractical and by transportation problems that, until lately, didn’t allow much influx of big industry.

After they opened Joey’s Pancake House in 1966, Brenda O’Keefe and her late husband would calculate how much pancake batter they’d need based on the number of cars they saw at local hotels on their way to work.

Brenda and Joey O’Keefe ended up mixing a lot of batter. As they drove U.S. 19 through Maggie Valley, most mornings along the town’s main drag revealed full parking lots and no-vacancy signs. Year after year, families flocked in to visit Ghost Town in the Sky. Business owners here were living the good life, sharing in the economic success of the western theme park’s four-decade reign as one of the Southeast’s top family destinations.

“It was incredible,” O’Keefe said. “I can remember, on great big days, when there were 10,000 people at Ghost Town. And, even on average days, there were about 5,000.”

Thanks to a strong local following and stellar reputation as an eatery, Joey’s Pancake House remained a hopping enterprise. But that’s at odds with what many in Maggie Valley experienced. Business owners watched the balloon deflate as Ghost Town declined, then burst when the theme park closed permanently in 2003.

“The economy dropped 50 to 60 percent, and nothing has brought that back,” O’Keefe said. “That was the impact.”

The interim years

Down the road at Maggie Mountaineer Crafts, visitors can find homemade fudge, hand-painted saws and stuffed black bears. This is a craft and gift shop that has stayed true to its 50-year-old roots, a place serving up slices of whimsical Appalachia to satisfy the cravings of many who visit Maggie Valley.

In a plush office filled with collectible historical items at the back of the store, owner Brad Pendley sorts through Ghost Town memorabilia. His father, Austin Pendley, once served as general manager for the theme park.

Pendley doesn’t underestimate the importance of Ghost Town’s reopening, but he also believes the town made a comeback after the theme park closed.

“Ghost Town won’t make or break Maggie because we’ve already done without it,” he said. “But if Ghost Town does do well, it’s really going to help us out.”

After the theme park closed, the town launched into a rocky metamorphosis, painfully — and sometimes divisively — transforming itself from tourist destination to resort community.

Second-home owners moved in at an ever-greater pace, vacationers took advantage of the many cabins for rent and the well heeled settled in at Maggie Valley Country Club, which undertook costly renovations and added upscale condominiums. It’s now known as the Maggie Valley Club.

“We had to regroup after Ghost Town left,” Pendley said. “Maggie really came back with a renewed spirit, that we could make it without Ghost Town. Now Ghost Town has been hyped up so much that if it doesn’t succeed, it’ll hurt us more than if it had never come.”

Optimism abounds

Pendley and others, however, believe that a successful Ghost Town could fill one big hole marring the fabric of a newly rebuilt Maggie Valley – the theme park can serve as the missing family attraction and get parents, grandparents and kids to visit here again.

“That’s been the biggest complaint,” Pendley said: ‘“What can our children do?’”

Manager Joyce Patel of the 21-room Scottish Inn agreed. During her 15 years at the hotel, located along U.S. 19, she’s seen occupancy remain stable on weekends but decline during the week. That happened because families quit coming to Maggie Valley, she said.

“There’s not much to do around here for the kids,” Patel said. “We’re hoping the parents and kids come back this year.”

Multigenerational travel is the buzz in tourism circles, and the prospect that Maggie Valley could soon enjoy the sight of cars packed with parents and children, grandparents and grandchildren, or better yet, grandparents, parents and children, clearly delights Lynn Collins.

Now executive director of the Maggie Valley Chamber of Commerce, Collins is no stranger to the economic magic of a successful theme park. She once worked at Ghost Town in marketing and public relations. Collins hopes that the renewal of Ghost Town will help Maggie Valley succeed in becoming a complete, year-round destination.

“We don’t have many gaps,” she said.

As winter sports become more popular in Western North Carolina, Maggie Valley has positioned itself to benefit with the addition of snow tubing and a snowmobile park to its traditional mainstay, Cataloochee Ski Resort.

Nature-based tourism is also important to Maggie Valley’s economic base, Collins said, with hikers and waterfall-lookers now joined by throngs of people eager to see elk, recently reintroduced to the Great Smoky Mountains National Park.

The chamber leader also pointed to the Maggie Valley Festival Grounds and Wheels Through Time Museum, which has exhibits of motorcycles and motorcycle memorabilia, as underpinning the post-Ghost Town Maggie Valley.

Add Ghost Town to that mix, Collins said, and the once bleak economic future of Maggie Valley suddenly looks bright indeed.

Saving Ghost Town

At least four possible buyers for Ghost Town surfaced in the years after the park closed. Finally, in late 2005, three investors announced they were buying the park and 250 acres.

Al Harper, owner of American Heritage Railways, which operates the Bryson City-headquartered Great Smoky Mountains Railroad, teamed up with Hank Woodburn, owner of nine amusement attractions in four states, and Pete Hairston, an independent venture capitalist. The men formed two corporations to oversee the deal: American Heritage Entertainment and Ghost Town Partners.