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Tourists still driving force, despite high gas prices

By Rose Hooper
Escalating gas prices have not stopped tourists from driving to Jackson County.

"Gas prices haven't hurt us one bit," said Sue Bumgarner, director of the Cashiers Area Chamber of Commerce. "So far this summer we've seen the normal amount of tourists from surrounding states like Tennessee, South Carolina and Georgia, but we've also seen a lot of tourists from the Midwest."

The Midwest continues to have the cheapest gasoline in the country - $1.44 per gallon on average. While gas prices nationwide are up 33 cents a gallon from a year ago, the retail price of gasoline is down from last week, dropping 2.6 cents to $1.52 a gallon, based on the Energy Information Administration's weekly survey of 800 service stations.

Herb Nolan, town clerk for Dillsboro, echoed Bumgarner's sentiments.

"We are getting our usual share of tourists from Georgia and Florida, but I've noticed several from Virginia, Delaware and Maryland, too," he said. "Dillsboro had a hectic Fourth of July, then we fell off the next week. But last week tourism was picking up like mad. Thomas the Tank arrives Saturday for nine days, and I understand it's just about sold out."

Tourists have been flocking to Dogwood Crafters Co-op, crafters say, attributing much of the business to their extended nighttime hours of closing at 9 p.m.

"We're noticing lots of people strolling the streets in the evening... after the train comes in at 6 p.m. and after they eat out at the restaurants," Nolan added.

The same is true for Sylva's downtown streets, restaurant owners agree. One new business, especially profiting from late evening customer's, is What's The Scoop? ice cream shop.

"We're busy up until we close at 10 p.m.," said Casey Holder, who served patrons Saturday from Nebraska and New Mexico.

Picking up on What's The Scoop's success, Dottie Hoche, who keeps her store, Worldly Possessions, open late in the evening, advertises on a sign out front, "Cones Welcome."

Many of Jackson County's visitors come to the mountains to "escape the flat-land heat," said Bill Graham with the Jackson County Chamber of Commerce. "That's what the folks from Georgia, South Carolina and Florida tell us."

Florida tourists are a driving contingency in Cherokee, too, said David Redman with the Cherokee Office of Travel and Tourism.

"Most of our tourists come from within a 600-mile radius of Cherokee, even though we've had several visitors this year from east Texas," he said.

In the past couple of years, Cherokee has courted the European market, especially Germany, which continues to pay off, Redman said.

"What we are seeing in Cherokee is a reflection of the national trend of extended weekend vacations. Now, with both parents in a family working, it's hard to coordinate two people getting the same two weeks off," said Redman.

Part of that extended weekend vacation means that Monday, Tuesday and Wednesdays are slow days, with Thursday through Sunday being stronger, Redman said.

Cherokee businesses experienced a good June and early July, Redman said, but right now "we're getting mixed reports from the different businesses... it just depends on who you talk to."

If you talk to Marsha Cameron, marketing director at Harrah's Cherokee Casino, Harrah's is experiencing a "great summer."

"We are in our third summer and everyone just keeps getting better," Cameron said. "In the closer markets where we advertise like Atlanta, Charlotte and Knoxville, we've seen a 35 percent increase."

Marketing affects tourism, probably more than gasoline prices, but an election can also affect tourism, agreed Nolan and Redman. Both have found that tourism during an election year "is generally soft."

"Older folks who've been through several elections tend to hold off spending, including on vacations, during an election year because they are unsure of the economy," Nolan said, referring to this year's presidential election being just months away.

Next month in Cherokee will probably be soft, Redman said, "with schools starting back so early around the country, even in Florida. That really cuts back the family vacation time in August."

But even with a soft August and a slowing down of July, "when you shake it out, Cherokee will end up equal to last year," Redman said.

Back to Archive: 07/27/00.