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Haywood tourism director: Ice Festival drew visitors and produced roughly $434,000 in direct spending
Summary
Visit Haywood reported the 2025 Ice Festival brought an estimated 1,664 out‑of‑area visitors, supported roughly 110 direct jobs and produced about $434,000 in direct visitor spending; staff also described a new Event Impact Calculator and a short summer marketing campaign with 'Elk Bucks' incentives.
Visit Haywood's director, Karina Rufier, told the Haywood County Board of Commissioners on Aug. 4 that the county's 4‑day Ice Festival attracted significant out‑of‑area visitation and measurable economic benefit. "So we know 1,664 total attendees were visitors," Rufier said, and staff estimated 433 overnight stays, about 885 room nights and that the festival supported roughly 110 direct jobs. She reported "$434,000 plus in direct business spending" and a total sales impact of approximately $566,000 when indirect and induced effects are included.
Rufier said the county is using an Event Impact Calculator—created in partnership with Tourism Economics and Destinations International—to translate ticket sales and survey data into conservative economic estimates. She also described a short digital campaign, "Open Skies, Open Roads, Open Haywood," and a weekday incentive that awards visitors "Elk Bucks," a digital gift‑card product redeemable at participating local businesses. Rufier said the campaign improved booking pacing for July and that the TDA awarded $237,000 to 16 marketing and legacy event projects; eight capital grant applications are under review with awards expected in September.
