Resurgent tourism in High Country this winter

Snow is the lifeblood of the High Country economy in winter - and there's been plenty of it so far.
James Scott,

AVERY & WATAUGA COUNTIES, NC – There’s no shortage of excitement when snow is in the forecast for the Carolinas, but very few are as enthusiastic about the white stuff as Kimberley Jochl.

β€œBusiness has been better than good, it’s been fantastic,” Jochl beams.

Jochl runs Sugar Mountain Resort in Banner Elk. When it snows, the people – and the money – flow.

β€œA snowy winter can only help the devastation and destruction that was inflicted here,” Jochl adds.

Jochl is referring to Hurricane Helene. The late September storm killed over 100 people in western North Carolina and crippled the local economy during peak leaf-watching season. But there’s been a resurgence in tourism this winter thanks to the snow.

β€œThat helps us,” Jochl explains.

”It makes people aware that you can come to the High Country. There’s nothing stopping you from coming to the High Country.”

And it’s definitely not stopping people like JT and Alli Roberts from hitting the slopes.

β€œI’ve been out west a number of times, and this is still one of our favorite places to go,” says JT.

The Robertses are visiting from Hilton Head, South Carolina. The couple skis here almost every winter, but cancelled this year’s trip at first due to Helene’s devastation. When they found out the ski resorts were back in action, they didn’t hesitate to reschedule.

β€œWe were so bummed out,” says JT, β€œWhen we cancelled, we were fearing the worst. We heard so many stories, and news reports and everything else, but really, we’ve been pleasantly surprised.”

And the booming ski industry has a trickle-down effect for businesses in nearby tourist hotspot Blowing Rock.

β€œWe are open for business,” says Dezi Solano, a bartender at Six Pence Pub in downtown.

β€œIt was rough the first couple weeks after Helene,” Solano laments, β€œPeople were told not to come this way, so we had almost nobody.”

But there’s been a welcome change since the new year.

β€œThere’s an uptick now,” Solano smiles, β€œAfter January 25th, it was WinterFest, we’ve gotten a lot more people knowing that we’re still open, knowing that we’re still a pretty town, it’s been a lot better.”