(Part 1 of 2) Buncombe County Tourism Development Authority (BCTDA) Meeting 02/27/19

Buncombe County Tourism Development Authority Meeting Recap – February 27, 2019

On February 27th, the Buncombe County Tourism Development Authority (BCTDA) held a meeting focused on strengthening tourism in our region while preserving its unique character. The meeting, attended by representatives from various businesses and community organizations (including Bitmore Farms, Asheville Citizen House, and Navitat), covered financial performance, a significant strategic planning initiative, and budgetary adjustments. This recap summarizes the key outcomes of the meeting for Buncombe County residents.

A major highlight was the strong financial report presented, showcasing a robust month for tourism revenue. The TDA reported over $1.5 million in revenues, exceeding expenditures by a significant margin and resulting in a surplus of over $647,000 for the month. Year-to-date revenues stand at just over $4 million, with a 9% increase in occupancy tax compared to the previous year. The board unanimously approved these positive financial reports, demonstrating a solid foundation for future investments in our community.

The core of the meeting centered on a presentation by PGAV, a consulting firm tasked with developing a long-term Tourism Management and Investment Plan. This plan aims to guide how the TDA utilizes its funds (Tourism Product Development Fund - TPDF) and work with local municipalities to shape a sustainable vision for tourism in Buncombe County. A key element of PGAV’s approach is understanding our visitors. They presented research identifying distinct target audiences, emphasizing a focus on attracting those seeking "freedom and authenticity" in their travel experiences. The proposed Spring Advertising Campaign will reflect this, using the theme "Asheville: A Place for Free Spirits," encouraging longer stays and deeper engagement with our region. The plan also includes a shift towards more targeted digital advertising, alongside continued use of traditional media like TV and radio. Critically, PGAV emphasized the importance of community input throughout this process, promising public forums and engagement with local leadership councils. Following a robust discussion, the board unanimously approved PGAV’s proposal to develop this comprehensive plan.

Beyond strategic planning, the BCTDA addressed several budgetary matters. They approved amendments and ordinances related to the TPDF, allocating funds for vital projects like wayfinding maintenance and existing initiatives. A contingency fund was also established to address unforeseen needs, ensuring the TDA can respond effectively to emerging opportunities.

Throughout the meeting, several important points were raised. Commissioner Joe highlighted the need for equitable distribution of TPDF funds across all communities within Buncombe County, ensuring that benefits are shared broadly. Board Member Andrew emphasized the importance of inclusive language when discussing target audiences, reflecting a commitment to welcoming all visitors. PGAV representatives stressed the crucial role of community engagement in crafting a tourism strategy that truly benefits our region.

What's Next?

• PGAV will now move forward with developing the Tourism Management and Investment Plan, actively seeking input from community stakeholders.
• The BCTDA board will review subsequent phases of the plan as they are developed, keeping residents informed of progress.

This meeting underscored a commitment to thoughtful and sustainable tourism development in Buncombe County, prioritizing community involvement and data-driven strategies. The ongoing work with PGAV promises to shape a long-term vision for tourism that preserves our unique character while supporting economic vitality, ultimately benefiting all residents of Buncombe County.