The Franklin Tourism Development Authority will consider significant changes to how event grants are awarded and monitored, including new application requirements, stricter reporting standards and the possibility of requiring recipients to repay funds that were not spent as approved.
On Monday, town manager Amie Owens said the changes are intended to create a clearer process for evaluating tourism investments and ensuring funded projects generate overnight visitation.
Among the proposed changes is a shift from rolling monthly reviews of grant applications to two funding cycles per year. Event organizers would be required to provide more detailed projections for attendance along with expanded post-event reporting. Grant recipients would be expected to demonstrate the tourism impact of their events, particularly their ability to attract visitors from more than 50 miles away.
“We love day trips from an economic development standpoint,” Owens said. “But having people actually stay overnight is where this group is funded from.”
Board members also emphasized the need for stronger accountability measures. Currently, recipients are required to report to the board how the TDA grants were spent.
Owens noted that “We’ve given them money and never heard from them again.”
The enhanced reporting and accountability requirements would allow the TDA to evaluate whether grant funds were used as approved and potentially recover funds if they were not.
Record occupancy tax collections
The discussion came as the TDA reported April occupancy tax collections of $19,107.03.
“This is the highest on record for the month of April and for the 16 years that we’ve been recording this,” Owens said.
In a related note, Morgan Stewart of Stewart Communications presented updated website and social media analytics, reporting approximately 220,000 social media views in the last four weeks.
The most successful campaigns promoted were Taste of Scotland, which generated nearly 69,000 views, and the Braveheart 5K, which generated about 45,000 views. Website traffic surpassed 14,000 visits during the reporting period.
Stewart also highlighted an annual reunion that brings approximately 150 Miami firefighters and their families to Franklin each year. He suggested the event could represent an opportunity for additional tourism outreach and support.
80s Flashback Weekend seeks funding
The board heard a funding request from organizers of 80s Flashback Weekend, who are seeking $7,500 in tourism grant funding.
During their presentation, organizers highlighted several new marketing initiatives for this year’s event, including a dedicated website, four regional billboards and expanded digital advertising campaigns. They said the festival has already generated strong engagement through Facebook and Instagram promotions.
Stewart asked organizers about their advertising target markets.
“We normally do about a 50- to 60-mile radius, but we don’t really go into Tennessee,” George Young, an organizer replied. “We’ll do Western North Carolina, basically from Asheville west, and then into North Georgia.”
Young added that the festival attracted visitors from nine states last year, “We have one couple that comes every year from Ohio. It is their annual getaway.”
Additional funding, organizers said, would allow them to expand their marketing reach. The TDA is expected to vote on the request during its July meeting.
Recovery festival requests support
The board also reviewed a request from Come Together Recovery Festival for $1,000.
Mary Guercio shared her personal recovery story while addressing the board. “I moved to Asheville in 1995 without custody of my children… recovery programs saved my life.”
She said the festival aims to connect people with resources and celebrate the local recovery community.
Board members asked questions about attendance, entertainment funding and the availability of nonalcoholic beverage options. A vote on the request is also scheduled for July.
Regional tourism partnership update
Tom Overton, membership coordinator for Visit Smokies, provided an update on the regional tourism organization’s marketing efforts, visitor trends and upcoming promotional events.
Overton reported increased traffic at the organization’s visitor center and higher sales at its gift shop, which he attributed in part to travelers choosing shorter, regional trips.
During the discussion, a board member praised Visit Smokies’ promotion of Franklin through visitor center displays, website features and a cooperative billboard campaign, describing the partnership as beneficial for local tourism marketing.
Green event initiative introduced
Angela Martin introduced a proposed Green Event Checklist for future grant applicants.
The checklist is designed to encourage environmentally responsible event planning and protect the region’s natural resources. Topics include recycling practices, reducing single-use plastics and supporting broader sustainability efforts.
Covell concludes service on board
Kevin Covell attended his final meeting as a member of the TDA and thanked fellow board members for their service.
“I think we have transitioned into an amazing group of people to do great and amazing things for this town,” Covell said.
The terms for Martin and Rob Reale also are ending. All three can reapply for their positions. Applications for the tourism-related seat vacated by Covell will be accepted through June 26, with an appointment expected in July.
