On Monday, Jan. 12, nearly 350 community leaders and travel and hospitality partners gathered at The Orange Peel for Explore Asheville's "The Year Ahead 2026: Inspiring Community & Collaboration." Fifteen months after Hurricane Helene, the event highlighted major initiatives designed to drive Western North Carolina's economic recovery, including major new events, immersive cultural experiences and $12.4 million in Tourism Product Development Fund (TPDF) investments.
Buncombe County Commissioner Amanda Edwards addresses a packed room of travel & hospitality professionals at Explore Asheville’s The Year Ahead.
Opening Statements from Elected Leaders
Buncombe County Commission Chair Amanda Edwards emphasized the economic importance of upcoming events and attractions to the community. "The world is noticing our comeback. Local organizers have filled 2026 with opportunities to bolster our region," Edwards said. "Employing our neighbors shapes our community's future every single day."
Asheville Mayor Esther Manheimer highlighted the travel and hospitality community’s critical role in the region’s recovery. “Many of you have been working to make Asheville what it is for many, many years,” said Manheimer. “Last year, I wasn’t sure where we would be today, but we are open for business right now. As we work through this recovery, we are receiving millions and millions to invest in our community to build back better and more resilient than ever before.”
Reasons to Believe
President & CEO of Explore Asheville and the Buncombe County Tourism Development Authority (BCTDA) Vic Isley shared that visitors spent $2.5 billion across a variety of local, independent businesses, including the area's artists and creatives, in 2024. Despite challenges, such as continued unemployment in local hospitality jobs, Isley shared that Explore Asheville is manifesting reasons to believe in continued recovery through community partnerships and collaboration.
With help from partners, Explore Asheville secured nearly 480 events and conferences — the most in its 40+ year history — generating $67 million in direct spending. Noteworthy partnerships this year include the 10-year extension of the Southern Conference, the Big South tournament at the newly renovated McCormick Field, and the Outdoor Media Summit this fall.
The Cliffs Director of Operations Jeff Tyrrell, PGA TOUR Events Vice President and Executive Director Max Novena, Biltmore Chief Marking Officer Mark Hemphill, and BCTDA and Explore Asheville President & CEO Vic Isley share the Biltmore Championship Asheville’s expected economic impact.
PGA TOUR Returns After 80 Years with Biltmore Championship Asheville
The first panel detailed the return of professional golf to the region, which is expected to have an indelible impact on the local economy. Biltmore Championship Asheville at The Cliffs at Walnut Cove, Sept. 17–20, 2026, brings the PGA TOUR to Western North Carolina for the first time since the 1940s. This four-year agreement is estimated to generate $15 to $30 million in direct visitor spending, $84 million in media coverage and more than $100,000 in philanthropic support for local nonprofits and volunteer opportunities each year.
Biltmore's Chief Marketing Officer Mark Hemphill said the four-year partnership aligns with the estate's values and represents a new direction following its 130th anniversary.
“We put the community at the heart and center of everything the PGA TOUR does,” said Vice President and Executive Director of PGA TOUR Events Max Novena. “This is a destination event and a destination experience.” Novena says the tens of thousands of volunteers have allowed the PGA TOUR to donate $4 billion to host communities, exceeding the total donations many other professional sports leagues combined.
Director of Operations for The Cliffs Jeff Tyrrell says Jack Nicklaus-designed course stretches 270 yards and serves as a hub for the community. Tyrrell echoed that the four-year partnership would lend voice and incorporate local resident participation throughout the week.
PGA TOUR says it has received more than 2,500 inquiries since the announcement. Sponsorship packages, ticket sales and volunteer opportunities will launch in March. Children up to age 15 can attend for free with a ticketed adult.
Vic Isley also announced the selection of Nate Goldsnider, event director for Biltmore Championship Asheville.
The Orange Peel Co-Owner Liz Tallent, Asheville Art Museum Executive Director Pam Myers, Biltmore Vice President of Guest Experience Chase Pickering, and Explore Asheville Vice President of Marketing Dodie Stephens describe exciting new attractions and venues coming to the Asheville area this year.
Arts and Cultural Programming Expands
The second panel shifted focus to the region's creative community, demonstrating how arts and culture continue to drive recovery. Experiential events remain a key strategy for attracting visitors, like Troll’s A Field Study and The Asheville Sessions, demonstrating that the Asheville area is open following Hurricane Helene.
Vice President of Guest Experience at Biltmore Chase Pickering announced “Luminere,” a multisensory, outdoor evening experience launching in March. Archival images will be projected onto the estate, while the gardens will be illuminated by light installations created by artist Ricardo Rivera of Klip Collective and music composed by the Asheville Symphony. Filming begins this week for the sequel to "A Biltmore Christmas," a Hallmark Channel movie set in the Gilded Age of 1895 featuring the estate and downtown Asheville.
Executive Director of the Asheville Art Museum Pam Myers announced “In a New Light: American Impressionism 1870–1940 / Works from the Bank of America Collection,” an impressionist exhibit running from February through June. The exhibition features 130 American Impressionist paintings from 1870 to 1940, focusing on the development of regional artists' colonies across the U.S. It explores how artists interpreted daily life across America’s rural, maritime and urban spaces. The exhibit dovetails with existing works in the museum's collection, which now includes more than 8,500 pieces centering Appalachian artists.
Co-owner of The Orange Peel Liz Tallent shared details about a new outdoor venue expected to break ground soon near Biltmore Village along the Swannanoa River. “In order to bring life and economic development to this part of Buncombe County that was devastated by the storm, this was the best concept,” said Tallent. The site is designed with resiliency in mind, featuring a flow-through structure that can withstand flooding and meet 100-year flood standards. It will ultimately include a permanent stage with gentle grading, available seating, food trucks and modular infrastructure. Attendance capacity ranges from 2,500 to 6,000, with plans for 30 shows annually and community events. Tallent says The Orange Peel anticipates a soft opening in 2026 and full operations in 2027.
Woodfin Greenway & Blueway Strategic Advisor Marc Hunt, The Beacon Foundation Founder & Chair Casey Watkins, City of Asheville Parks & Recreation Assistant Director Pete Wall, RiverLink Executive Director Lisa Raleigh, and Explore Asheville Vice President of Partnership & Destination Management Tiffany Thacker present new investments and visioning along the French Broad and Swannanoa River that will aid the community’s economic and environmental revival.
Rebuilding and Reimagining our Parks and Waterways
The final panel explored how new projects along the French Broad and Swannanoa Rivers aim to simultaneously achieve environmental stewardship and economic vitality as part of Buncombe County’s recovery from Hurricane Helene.
Strategic Advisor for the Woodfin Greenway & Blueway Marc Hunt provided an update on Taylor's Wave, now halfway through construction. The world-class wave facility, an $8.1 million TPDF investment, can host international competitions while serving novices and spectators year-round. The Wave is part of the $34 million Woodfin Greenway and Blueway project, which includes park improvements and five new miles of greenway connecting Silverline Park to Riverside Park and The Mills at Riverside. The Wave will open this summer, enhancements to Riverside Park will be completed in 2027, and the greenway is expected to be completed in 2029.
Founder and Board Chair of The Beacon Foundation Casey Watkins described Beacon Park, a $4.5 million TPDF investment, as an investment in sustainable tourism that attracts visitors and improves the community's quality of life.
“Beacon Park is more than just outdoor recreation—it's about recovery, resilience, and serving the broader community,” said Watkins. “Parks play an incredibly important role in how our community recovers.”
The 8-acre site features a world-class bike park, outdoor stage, bouldering wall and walking track. Next to Short Sleeves Coffee and The Rite Buy Grocery, this park follows a groundswell of reopening and investment in Swannanoa. The park is free with pay-what-you-can bike park access. Revenue will cover operations and maintenance of the parks and extend community investment into Swannanoa.
Parks & Recreation Assistant Director for the City of Asheville Pete Wall says 200 acres and two miles of greenway space were impacted by Helene. The city is partnering with FEMA and using CDBG-DR funds, in collaboration with Sasaki and OLIN, to reimagine these spaces. Concept designs for French Broad River Parks will be presented this March. Design development begins this summer and will continue into 2027.
Executive Director of RiverLink Lisa Raleigh says a recent assessment revealed more than $10 million needed for bank restoration along a seven-mile section of the Swannanoa River. RiverLink will be starting construction on Gateway Park, a LIFT investment, and is working with Sasaki on a visioning and planning project to help the RAD return with resilience. Riverlink will release the final study in the next couple of weeks and begin seeking grant funds and partners to implement these projects.
“We remain committed to the river, the riverbanks, and the people who live alongside them,” said Raleigh. “The project identifies catalyst projects to help the economy restart with resiliency in mind.”
TPDF Committee Chair Jim Muth (left) and BCTDA Board Chair Matthew Lehman (right) present Warren Wilson President Damien Fernandez a check of $1.6 million for the Warren Wilson College Aquatics Center.
$12.4 Million in Tourism Product Development Fund Awards
The Tourism Development Authority announced $12.4 million in 2025 Tourism Product Development Fund awards to eight projects. Since 2001, the authority has committed nearly $110 million to more than 50 tourism-related community capital projects funded by lodging taxes.
2025 TPDF Cycle recipients:
- Asheville Buncombe Youth Soccer Association – $2,155,000 for John B. Lewis Soccer Complex
- Asheville Museum of Science – $189,500 for downtown expansion
- Beacon Foundation – $4,500,000 for Beacon Park in Swannanoa
- Buncombe County – $1,975,920 for Enka Recreation Destination Project Phase II
- Enka Youth Sports Organization – $720,000 for Bob Lewis Ballpark enhancements
- UNC-Asheville – $500,000 for on-campus tennis complex
- Warren Wilson College – $1,606,000 for aquatics center
- White Horse Black Mountain – $736,537 for community patio project
BCTDA Board Chair Matthew Lehman (right) presents the 13th Annual Explore Asheville Superstar Awards to Diane Rogers, Mike Rottjakob, and Vanessa Salamo (left to right). Catherine Mitchell accepted the award in absentia.
Superstar Awards Recognize Four Community Leaders
Explore Asheville also presented its 13th annual Superstar Awards, handcrafted by local artist Lindsey Barr of Mountain Magic Glass:
Catherine Mitchell of River Front Development Group was honored for commitment to Asheville's Black community and leadership supporting the Asheville Black Cultural Heritage Trail.
Diane Rogers of Pinecrest Bed & Breakfast was recognized for consistent participation in initiatives, advocacy for Explore Asheville, and constructive feedback.
Mike Rottjakob of Asheville Buncombe Youth Soccer Association was recognized for working with partners after Hurricane Helene to restore athletic space for families, youth programs, and visiting teams.
Vanessa Salamo of Corner Kitchen and Chestnut was honored for leadership after Helene, including supporting rebuilds, sustaining jobs across multiple restaurants, revitalizing Biltmore Village, and serving as chair of the Asheville Independent Restaurant (AIR) Association Board.
BCTDA and Explore Asheville President & CEO Vic Isley (left) and BCTDA Board Vice Chair HP Patel (right) present outgoing BCTDA Board Chair Matthew Lehman (center) with an Always Asheville plaque for his five years of dedicated service.
BCTDA Leadership Recognition
The event concluded with a bittersweet recognition of Grand Bohemian Lodge General Manager Matthew Lehman for his five years of dedicated service as the authority's board chair. During his tenure, Lehman guided the board through the opening of a new property during COVID and through Hurricane Helene's impact. Explore Asheville presented him with a custom Always Asheville plaque created by local artist Jenny Fares of Sound Mind Design.