The Franklin Tourism Development Authority on Monday outlined a sweeping proposal to reshape how it operates, a move that could significantly change the way the town approaches event funding, tourism marketing, and long-term destination development.
As first discussed during the board’s May meeting, the TDA plans to introduce a new event funding process in the 2026-27 fiscal year. The proposal would shift the organization’s role beyond simply reviewing funding requests, with a greater emphasis on helping organizers grow events that generate more tourism and overnight stays.
“The TDA has just become a little bit more of an ATM where groups come in, say, ‘Here’s our event,’ and then we give them $5,000,” Colin McGinnis said. “How do we re-envision what this group does?”
A new direction
The strategy proposed by the subcommittee would redefine how the TDA approaches tourism development. The plan calls for strengthening the town as a destination, creating clearer standards for event funding, working more closely with other organizations involved in tourism, and taking better advantage of state funding and other outside opportunities that could support future projects.
Ultimately, the goal is to transform Franklin from simply another stop in Western North Carolina into a destination visitors intentionally choose when planning their trips.
One of the proposal’s key changes would replace monthly application reviews with quarterly funding cycles. McGinnis said the new schedule would give board members more time to thoroughly evaluate each application and work with organizers to improve their events.
Instead of simply approving or denying requests, he said, the TDA should help organizers create stronger events that attract more tourists.
Town Manager Amie Owens also said a revised application will require organizers to provide more detailed information, including projected attendance, expected tourism impact, previous event results and future growth plans.
“We want things to be self-sustaining,” Owens said. She also mentioned the “green checklist” previously introduced by former board member Angela Martin will be included in the new application packet.
Board members emphasized that future funding decisions will be based not only on attendance but also on how effectively events attract visitors from outside Macon County and contribute to the local economy.
Better planning
This year’s Sweet Carolina Music Festival served as an example of why more strategic planning is desired.
On May 2, several events were scheduled in Franklin on the same day, highlighting the need for better coordination and long-term planning. McGinnis said the TDA wants to work with organizers to create a more strategic event calendar and help events grow.
“We may have to help reshape some of that thinking,” he said.
Festival organizers reported that more than 1,000 tickets were sold, and total attendance reached about 1,200 people. Visitors traveled from North and South Carolina, Tennessee, and Georgia.
The Smoky Mountains Pregnancy Center, which organizes the festival, plans to request additional funding next year. “We definitely would use it for more advertising,” Pam Bowen said.
According to board members, many event organizers are focused on charitable causes or community fundraising, but do not necessarily have business or advertising experience. To address that, the TDA is considering an event support package that would provide guidance on marketing, using the town’s promotional resources, scheduling events more strategically and helping organizers grow attendance.
“We would rather fund a larger amount to have a larger event that helps us achieve our goals,” McGinnis said.
Building a signature event
The board also discussed creating signature TDA events that could become an annual attraction and serve as a model for other organizers.
One example was Ruby Drop. Rather than remaining a short celebration, members suggested expanding it into a full-day event featuring live music, food and additional activities that would encourage visitors to arrive earlier, stay longer and potentially spend the night in Franklin.
Committee members said they want visitors to view local events as part of a broader Franklin experience rather than isolated festivals.
“It’s not just coming here for a concert. It’s coming here and enjoying walking downtown, seeing the murals, the streets, the signage, finding a place to park, and enjoying the retail and dining,” McGinnis said.
For that reason, members noted that town projects — including the ongoing transformation of Main Street — are closely tied to Franklin’s long-term tourism strategy.
Heritage tourism and new ideas
The TDA marketing contractor Morgan Stewart (owner of this newspaper) presented the organization’s latest marketing report. In addition to reviewing digital engagement, he proposed adding a Bigfoot-themed chatbot to the town’s tourism website that could recommend local restaurants, coffee shops and attractions to visitors.
Stewart also reported on the growing popularity of heritage tourism as an opportunity for Franklin.
Board members discussed whether Franklin could capitalize on its Scottish heritage through future marketing efforts, citing the Scottish Tartans Museum, Taste of Scotland, local Celtic events and the upcoming release of the film “Highlander” as potential opportunities.
Event Funding Decisions
In addition to discussing long-term strategy, the TDA reviewed applications submitted last month.
The board unanimously approved the full $7,500 funding request for the 80’s Flashback Weekend and awarded $1,000 to the Come Together Recovery Festival.
The next meeting of the Franklin Tourism Development Authority is scheduled for Aug. 10 at 5:30 p.m. in the Town Hall Board Room.
