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Randolph County TDA: Visitor spending topped $189.5 million in 2023, city hears
Summary
Amber Scarlett of the Randolph County Tourism Development Authority told the Randleman Board of Aldermen that visitor spending in 2023 reached $189.50 million and lodging metrics improved across the county; the board thanked Scarlett following the presentation.
Amber Scarlett, executive director of the Randolph County Tourism Development Authority, told the Randleman Board of Aldermen on Jan. 7 that Randolph County’s visitor economy grew in 2023, with total visitor spending of $189.50 million and $43.9 million in payroll generated by tourism-related jobs.
Scarlett presented the TDA’s 2023 annual report, saying the county supported more than 1,145 direct tourism jobs and that tax-related benefits included an estimated $89.75 in tax relief per resident tied to visitor spending. She reported state tax revenue tied to tourism of $8.3 million and local tax revenue of $5 million for 2023.
The presentation highlighted gains in the lodging sector: occupancy-tax collections were up 3.7% from 2022, average daily rate rose 6.4%, revenue per available room increased 9.5%, and demand for hotel rooms increased 3.4% compared with 2022. Scarlett said overall tax revenue distributions to the Authority were $1,406,998 in 2023, a 9.65% increase from the prior year.
Scarlett listed 30 attractions that reported a combined 2023 attendance of about 1,567,930 (roughly a 10% increase from 2022). She identified top domestic source states as North Carolina, South Carolina, Virginia and Ohio, and noted international requests from Canada, India and the United Kingdom.
At the I-73/74 Visitor Center, Scarlett reported the center greeted 109,353 visitors in 2023, a 71% increase from 2022, and cited increased distribution of travel guides and NCDOT road maps. She also confirmed a job opening at the Visitor Center when Mayor Pro-Tempore Michael Dawkins asked about staffing.
Alderwoman Melissa Allred Blalock asked about hospitality awards; Scarlett said David Caughron, chairman of the TDA board of directors, received the Hospitality Hero Award and Mary Joan Pugh received the Excellence in Hospitality Award.
The mayor and board thanked Scarlett for the presentation. The board did not take any formal action on TDA budgets or appointments during the meeting.
The board moved on to routine manager and mayor updates after the presentation.
