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Tourism authority pushes for executive director; Highland Games bring county revenue
Summary
A tourism authority representative urged hiring a full‑time executive director to expand agritourism and outdoor recreation marketing; the president of the Grandfather Mountain Highland Games reported $1.215 million in total event revenue and cited a regional impact estimate of $4.2–$4.5 million.
Janna Clark told the board that the Avery County Tourism Development Authority is considering hiring a full‑time executive director to drive strategic marketing, oversee the budget, and expand agritourism and outdoor tourism initiatives, including promotion of the county's Christmas-tree industry and hiking assets.
Clark said the authority is assembling an interview committee to fill the role and seeks someone with relevant experience to support growth in outdoor tourism. Commissioner Dennis Aldridge said that the authority is starting from the ground up and that the county will need expertise to direct the program as it grows.
Steve Quillen, president of the Grandfather Mountain Highland Games, reported total revenue for the 2025 Games of $1,215,000, with roughly half of that income returning to Avery County. He cited an NC Department of Tourism assessment estimating the Games' regional impact at $4.2 to $4.5 million.
The board did not take immediate action to create a director position; the Tourism Development Authority report was accepted as presented.
