While the primary goal of the Transylvania County Tourism Development Authority is to promote the authenticity and uniqueness of the area’s tourism industry, its efforts play a role in supporting the small, independent retailers in Brevard and throughout the county.

Defined by state statute, the Transylvania TDA markets and promotes the area as a destination, primarily to potential travelers outside of WNC, according to Transylvania County Tourism Development Authority Executive Director Clark Lovelace. During the last decade, its growing secondary role is to manage the destination.

“What we do in both areas is very relevant to tourism partners, and that ranges from attractions to restaurants to retail businesses,” Lovelace said. “One of the things I think makes us special compared to a lot of destinations is we are very authentic when folks come here. They don’t want to see something that feels developed and custom-made just for them; they want something that feels real and authentic. A lot of that is represented in our small, independent retailers.”

Many favorite tourist stops are destinations that involve retail, but offer more. Multiple businesses in Transylvania County are retail stores that also feature tap rooms and food trucks. Outdoor recreation outfitters are popular, and some also offer things like bicycle repair or tour guides. The owners of these businesses also often play important roles in the community.

“Tom Dempsey was one of the founders of the Outdoor Gear Builders Association [now the Outdoor Business Alliance],” said Lovelace. “Headwaters Outfitters is owned by the second generation of the Whitmire family, and they are keepers of the French Broad River. The owner of O.P. Taylor’s toy store wears a beanie with a propeller on top — that’s his normal daily look. All of these places have this important personality as it relates to visitors coming here, and they also have important personalities as they relate to their community. That doesn’t happen with the big branded places; it only happens when you have unique, independent places.”

Lovelace believes many of these independent retailers were born out of a need for jobs. Before 2000, many individuals were employed by big manufacturing businesses. When those shut down, people had to create jobs for themselves if they wanted to remain in the area.

“What we ended up with is a lot of love for our community,” Lovelace said. “We have a high rate of volunteerism, and we have a lot of folks that want to grow the right way and who don’t want to live in a commercialized spot. A big part of our culture is linked to these people and these businesses.”

Independent retailers in the Brevard area have experienced tremendous business growth since the pandemic. Destinations based on outdoor recreation became the most popular vacation destinations when international and air travels were not an option for most people. Transylvania County’s visitation doubled during COVID, peaking in 2022, and only dropping about 10% from its peak level, meaning about 90% of that growth will remain and continue its upward trajectory.

The variety of independent businesses compliments downtown Brevard and the nearby outdoor amenities and activities. Rather than visitors having to choose between a quiet, safe area and having plenty of shopping, dining, and excursion options, Brevard and other small WNC towns offer vibrancy in an area that is also safe and walkable.

In a town of 8,000 residents inside of a county of 33,000 residents, there is not a large enough market to support two businesses that offer the exact same thing. Business owners must find their unique niche, which keeps an interesting variety for visitors and locals alike, and also encourages a tight-knit business community that values collaboration over competition.

With the small population of the town and county, tourism contributes to the survival of these local businesses. By themselves, locals would likely not contribute enough patronage to keep these local retailers open. Tourist shoppers not only support the local businesses, but allow them to successfully exist so locals can enjoy them as well.

“We are lucky, because if it wasn’t for tourism, there would be a lot less cool restaurants to eat at and a lot less cool places to shop at,” Lovelace said. “For a lot of us, if you’re in a great place to visit, you’re probably also in a great place to live. We’re lucky to have all of these varied and eclectic places here.”