The Franklin Tourism Development Authority may soon rethink how it funds festivals and promotes tourism, as board members discussed a long-term strategy that would expand the organization’s role beyond approving individual event grants.
During the board’s May 11 meeting at Town Hall, members approved funding requests for upcoming festivals before shifting focus to recommendations from a subcommittee studying the TDA’s operations.
Proposals included moving away from monthly funding decisions, developing long-range tourism plans, coordinating event calendars, improving signage and branding, and investing in infrastructure aimed at improving the visitor experience and encouraging them to stay longer and return more often.
“If all we’re going to do is just fund events, then quite frankly, we don’t need a tourism development authority,” subcommittee member Colin McGinnis told the board while presenting the group’s recommendations.
The subcommittee is creating a one-, three-, and five-year planning strategy. Proposed initiatives include expanded signage, landscaping improvements, coordinated district branding, and stronger promotion of the Little Tennessee River.
Members also discussed using murals and public art to establish visual identities for different parts of town while maintaining a cohesive image for Franklin overall.
Concerns over event over-scheduling
Another major focus involved restructuring how tourism events are scheduled and funded. Rather than approving requests month-to-month, the subcommittee discussed creating a coordinated annual calendar designed to spread events throughout the year and increase overnight stays.
McGinnis pointed to May 2 — when the Sweet Carolina Music Festival (pictured top), Frog Fair, Artisans Alley and several farmers markets were held simultaneously — as an example of event “overcrowding”.
“It was a really cool day,” he said. “But as a business owner with two businesses in Franklin, we were down 20 percent in both of them.” He argued that too many events occurring at the same time can force festivals to compete against one another instead of strengthening the town’s tourism economy collectively.
McGinnis said the TDA should help organizers avoid scheduling conflicts and prioritize events that encourage visitors to remain in town longer rather than generating short-term traffic.
Board members also discussed shifting toward larger destination-oriented events capable of producing sustained tourism activity and higher hotel occupancy.
Proposed changes to funding process
Proposed changes to the grant application process included annual or twice-yearly funding cycles, giving organizers more time to plan while allowing the TDA to better coordinate its tourism calendar. Members also discussed adding stronger economic impact requirements tied to attendance, hotel stays and marketing reach.
Town Manager Amie Owens said, “It’s usually just been about funding events. It’s not been about infrastructure and growing tourism.”
“It seems like this board would be allowed to be more creative and more visionary if we weren’t always doing event funding,” Angela Martin added.
Members also discussed the possibility of the TDA organizing its own events during slower tourism months to increase hotel occupancy during off-peak seasons.
McGinnis said the board should focus on attracting larger destination events capable of generating sustained tourism activity.
“When people think of Franklin, when people come visit Franklin, we want them to come away with an overall positive experience,” he said.
While many of the recommendations remain in the conceptual stage, board members said they hope to begin implementing changes as early as the next fiscal year.
“Without action, there’s no benefit,” McGinnis said.
Festival funding approved
The TDA also approved several funding requests for local festivals.
The board approved $3,000 for the annual Taste of Scotland Celtic Festival, scheduled for June 19-21.
A festival representative said attendance has continued to grow, with nearly 1,700 people attending last year — about 350 more than the previous year. Organizers are expanding this year’s festival with additional vendors, live music, and birds-of-prey demonstrations.
The board also approved $1,500 for the Mountain Roots Bluegrass Festival, May 23.
Marketing efforts continue to expand
Stewart Communications presented a marketing report highlighting growth in the town’s tourism outreach. Morgan Stewart (who also owns the Macon Sense newspaper) reported more than 215,000 social media views during the past month and more than 261,800 views tied to the “Sweet Carolina” campaign.
Board members also received updates on website traffic, social media growth and ongoing efforts to expand digital marketing and tourism promotion.
Stewart said the agency is exploring additional advertising channels and has been in discussions with a National Geographic writer interested in Franklin’s cultural heritage.
Board vacancies announced
The board announced that three members’ terms will expire June 30. In accordance with Town Council policy on boards and commissions, vacancies will be advertised in the newspaper and online. Individuals seeking reappointment must submit applications by the June 4 deadline.
The members whose terms are expiring are Kevin Covell, Angela Martin and Rob Reale.
The next TDA meeting is scheduled for June 8 at 5:30 p.m. at Town Hall.
