“Just don’t forget us.”
Fall in North Carolina is glorious, the leaves marking the changing of the season along the mountain ranges with a red and gold show. This is the busy time for tourism as visitors use leaf trackers to try and maximize their autumn trips. There’s apple picking, walks through the winery vines growing in mica-rich soil and the taste of craft cocktails by cozy hotel fireplaces. That was the plan for the 2024 season until Hurricane Helene came calling. Despite the damage, businesses are asking visitors to keep their plans to help them recover.
We’ve all seen the widespread damage on social media and heard that it might be a bad idea to visit. Some residents of North Carolina are sharing a different view, one that is aimed at preserving the tourism industry and allowing them to independently get back on their feet. They’re asking for tourists to bring much-needed revenue to support artisans, hotels, restaurants, and towns.
“Normally, fall travel to the mountain region of the state represents $2.1 billion in visitor spending,” said Scott Peacock, Director of Marketing and Public Relations at Visit North Carolina, “It’s an extremely important time of year for these regions. We’re talking about pretty significant losses.”
With the fall season rapidly ending, around two-thirds of the affected area have already been setting their sites on winter, planning for skiing, tubing, and Christmas tree harvesting season. The ski resorts on their higher mountaintops escaped damage and are opening on time. The fall season isn’t finished though. In the towns further down the mountain, some places are currently open and ready to celebrate autumn with the full North Carolina experience.
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“The area south of Asheville down to the border, the Smokies as we call them, are relatively unscathed from the storm or have resolved their impacts. They still have fall colors because of the lower elevation. There’s still a good three weeks left,” Peacock said.
Tim Parks owns a vineyard, Marked Tree, with his partner Lance Hiatt in that area. It was their dream to move from corporate life to owning a vineyard, traveling together since the early 2000s to learn all they could about the business. Finally settling on a property in Flat Rock, they’ll celebrate their 10th anniversary of the vineyard next year. Expansion led to a tasting room in downtown Asheville and both locations are currently open for visitors, though with adjusted hours.
Parks felt fortunate to escape without significant damage but also felt a huge responsibility to get the vineyard in order. For five straight days after Helene hit, employees and volunteers harvested ripe grapes so they wouldn’t spoil. There was no power, internet, water, and spotty cell service, so communication and information were slow. Parks and Hiatt rented a Penske truck to take the harvest to central North Carolina for processing, stopping on the way back to stock up with goods for a makeshift grocery store and dinners for the community.
From the chocolates in the shop to the pickles on the charcuterie boards, the vineyard is full of local goods. Revenue from normal sales helps support these small businesses, but if visitors cancel their travel plans, those that have already lost weeks of revenue will suffer further.
“October is our busiest month and that’s not unique to us. It’s everyone that we speak to. For those of us who can open, it’s important to do it and get stable. That way dollars and resources can go to other communities in need,” said Parks, “We need the guests to come.”
Hendersonville is a quaint town, full of mountain charm. The curvy main street has interesting storefronts, food trucks, breweries, and creative food options. One of these is Shine, a restaurant co-owned by Executive Chef Robert Rogers and his wife Layla. Both are local to the area and were taken by surprise by the storm.
“We’re very lucky not to have lost power. Pretty rapidly downtown Hendersonville turned into a hub, like small downtowns usually do,” said Rogers.
With limited power on the outskirts, residents turned to using the working outlets installed for Christmas lights for the town’s yearly festival to charge phones and make contact when cell service was working. The restaurant started serving linemen and first responders and adjusted their menu from fine dining to hearty, simple dishes. Shine also had one satellite television, which became a valuable source of news.
“We were open the second day by employees who volunteered to work. No one wanted to stay home,” said Rogers.
Hendersonville has been green-lighted for visitors. Most of the area is navigable, though some might have to drive a little differently.
“Sometimes you’ll be on a two-lane road and they turn it into a one-lane for a half mile. They have red lights and green lights to make it easy. For the most part, we’ve got bed and breakfasts, tourist attractions and festivals, and the people who work for a paycheck. Everyone’s rent is still going to be due,” Rogers said, “The economy is just a fragile thing.”
The Horse Shoe Farm is also in Hendersonville, a slow-paced natural retreat where visitors are offered time to disconnect, sunset views over the Pisgah Forest and fine farm-to-table communal dining that echoes a dinner party with friends. It also became a base camp for the Global Empowerment Mission and Aerial Recovery Group, which flew in helicopters full of supplies. Starlink internet arrived for distribution and the restaurant fed the community. Instead of a resort, the farm became an aid hub within 24 hours of the storm.
“It was beautiful and inspiring, but then there was just this bleakness of mass cancellations. Between groups, leisure guests, and retreats, this is a heavy hit. There’s 120 employees between the farm and our restaurant and there’s a ripple effect from that,” said Jordan Turchin, Steward and Co-Owner of the property.
Normally, the farm would have been booked solid. They hosted a wedding for a couple from Charlotte, but Turchin noticed that people seemed to be struggling with a sense that they shouldn’t come to Western North Carolina.
“We were fortunate that within nine days the power came back on and we opened October 8th, but we opened to crickets,” said Turchin.
The location is worth the trip. The Horse Shoe Farm is a vacation in itself, with many guests choosing to arrive and soak in the peaceful atmosphere while never leaving the grounds. Fine dining nurtures guests at the Silo Cookhouse with local grass-fed beef and vegetables from the farm’s garden. The Stable Spa is the home of indulgent massages and Indigenous Tsa la gi (Cherokee) ceremonies aimed at bringing a sense of love and peace. There are animals, fishing, pickleball, and fire pits with s’mores. You can easily make an entire North Carolina experience from the offerings at The Horse Shoe Farm alone.
Turchin’s wishes are simple. “This area is strong and there’s a lot to do. Sometimes there’s a bump in the road, big and small bumps, but we’ll get over it. Just don’t forget us.”
There are still places considered off-limits to travelers, and they are indicated on this map. It’s changed every time another business opens to give visitors the most up-to-date information. Certainly, it would be wise to contact your hotels and activities to make sure they’re open or verify any changed hours. If you’re thinking of planning a new trip to support the area, Visit North Carolina has a dedicated website with inspiring itineraries. Information on road closures is posted on this site from DriveNC.gov.
Specifically in Asheville, the airport is open and Biltmore plans to reopen on November 2. Some areas are safe to visit and other places need more time to recover. There’s a site meant to update openings and closures after the storm found here.
“The Asheville area is reopening in stages and pockets. As of October 19, Visit NC’s travel update page, using data from state departments of safety and transportation, has designated Buncombe County, Asheville, and Black Mountain as safe to visit, with a recommendation to “plan ahead,” said Victoria Isley, President and CEO of Explore Asheville.
Officials for the area recommend contacting any businesses in your travel plans to confirm that they are open.
People affected by Hurricane Helene continue to band together, improving conditions for everyone in the community. As travelers, we can help. Do research ahead of your trip and come to the area with the knowledge of what is safe to visit. Tip generously and shop for locally made goods. Donate to charities that locals have seen working and volunteer your time where it’s needed. North Carolina will thank you for it.
