Visit High Point outlines plan to host Thomas Dambo troll in Southwest district

Visit High Point presented plans Aug. 7 to install a Thomas Dambo troll in High Point's Southwest district, with an installation scheduled to begin Oct. 27 and a seven-day on-site build, Visit High Point officials said.

Melody Burnett, president of Visit High Point, told the Prosperity, Livability and Safety Committee that the project would be funded through a mix of Visit High Point funds, a donation from the Southwest Renewal Foundation and a private donor. "The Visit High Point board approved to invest up to $59,000 for the installation of the troll," Burnett said. She said the overall cost of a Thomas Dambo troll typically ranges about $300,000 to $350,000.

The presentation described the artist, Thomas Dambo, as an internationally known recycling artist whose Trolls of the World installations have driven visitor traffic in other communities. Burnett said the High Point installation would be part of a coordinated set of North Carolina installations, with Raleigh installing five trolls Oct. 6, Charlotte finishing installations Oct. 21 and High Point beginning construction Oct. 27. "High Point is gonna be a girl. You're gonna get a teenage girl troll," Burnett said, recounting a comment Dambo made during a site visit.

Visit High Point staff said they pursued the opportunity beginning in March 2025. Christina Payne, director of business development for Visit High Point, met with Dambo's team in Denmark in April; Burnett noted that Payne is Danish and traveled on a personal trip. Burnett said the city-owned site for the troll will be in the Southwest district near planned greenway connections and the depot area; final site clearance conversations are underway with city staff.

Burnett described expected implementation logistics: Dambo's team of seven will work with local volunteers, Visit High Point will develop a landing page and regional partners including Visit North Carolina and NC By Train are involved in coordinated marketing. Burnett also said the team is arranging accommodations, transportation and meals for Dambo's crew and working out insurance and a payment schedule.

Committee members praised the proposal as consistent with High Point's branding and arts strategy. Councilwoman Monica Peters, chair of the Prosperity, Livability and Safety Committee, and other committee members said the installation fits city goals to enhance public art and attract creatives. No committee vote or formal action was requested; the item was presented for information only.

Burnett and other presenters cited examples from other communities where Dambo installations increased attendance, and said Visit High Point plans to measure visitation with heat-mapping and other base-rate metrics to track changes after installation. Burnett noted maintenance will be required over time for a structure made of reclaimed wood and estimated a likely maintenance cycle around 10 years.

The presentation listed partners and stakeholders including Southwest Renewal Foundation, NC By Train and Visit North Carolina and said donor fundraising and partner commitments currently cover the installation cost; Burnett said no city funding has been requested beyond clearance of the publicly owned lot. The committee adjourned after receiving the presentation.