ASHEVILLE, N.C. -- Hurricane Helene unleashed devastating impacts on Asheville and western North Carolina, altering the lives of many residents and small businesses. The storm struck the area in September 2023, resulting in catastrophic flooding, destroying not just structures, but the livelihoods of numerous entrepreneurs.
Devin DeHoll, co-owner of Asheville Adventure Company, found his six-year-old business nearly obliterated. "The storm very nearly destroyed our entire company," DeHoll stated, highlighting the loss of four of their five locations within the River Arts District. Faced with immense challenges, he has since relocated to Denver, Colorado, opening his auto repair shop and leaving behind the remnants of what was once a thriving operation.
The broader economic fallout from Helene has been staggering. According to Vic Isley, the president and CEO of Explore Asheville, local businesses are projected to incur losses of $585 million in visitor spending during the first quarter of 2025. Historically, tourism has been instrumental to the area’s economy, contributing nearly $3 billion to local businesses and representing about 20% of Buncombe County's GDP. That economic framework was severely disrupted as the storm made its impact felt across the towns and cities reliant on travelers.
Life started returning to normal, but the shadow of the storm looms large. While the community has shown remarkable resilience, Isley indicated, "There would be no good time for a storm like Helene, but this could be the worst possible time." The peak season for tourism, particularly between October and December, was especially crushed, impacting traditionally revenue-heavy fall foliage visits.
The impacts of Hurricane Helene echoed through the service industry as well. Many cherished establishments, including Pleb Urban Winery and the restaurant Vivian, faced permanent closure as the storm compounded previously existing challenges, including repercussions from COVID-19. Around 40% of small businesses typically do not reopen after experiencing natural disasters, and the situation has prompted concern among local business leaders.
Nicole Will, founder of Asheville Wellness Tours, described how the storm required her to rework various operations drastically, estimating "a dramatic decrease" in revenue. Business models for many remain adapted due to the loss of picturesque locations for events, and she identified the need for flexibility moving forward.
According to Mayor Esther Manheimer, the region confronted severe worker shortages following the hurricane, as many retail and service employees left due to reduced job availability. "Trying to restaff those businesses is a big challenge," she emphasized. With restaurants and hotels adapting to meet current needs, even menu limitations have become commonplace as the community grapples with staffing and supply chain issues.
Financial support has been imperative. Following the storm, federal funding became available to aid businesses and residents impacted by Helene. For example, Congress passed legislation to allocate $100 billion for disaster relief, providing direct funding to Asheville's Small Business Administration. This funding is seen as "a big step in the right direction" by Manheimer.
Locally, the North Carolina Restaurant and Lodging Association has raised over $600,000 to support affected hospitality workers, demonstrating the power of community and collaboration. Initiatives like the Always Asheville Fund have also collected more than $1.1 million to distribute emergency grants to small enterprises.
Despite considerable hardships, Asheville officials maintain optimism. Mayor Manheimer reassured residents and potential visitors, saying, "We are open for business, and we do need your business." She acknowledged the city is enduring recovery challenges, but parts of it are thriving once again. "You'd never even know there was a storm," she remarked about specific areas of the city.
Business owners like Nicole Will encourage those planning visits to Asheville to incorporate local businesses intentionally, aligning with the idea of reinvigorated support for the local economy. Tourists can create not just monetary gains but help restore psychological well-being within the community.
Vic Isley encapsulated the spirit of resilience demonstrated by the local populace, pointing out how the traditional values of the Appalachian community have come to the forefront since Helene. "That spirit and heart has been on full display since the wake of Helene," Isley noted. More than 1,000 local partners managed to reopen following the storm, proving the unwavering determination of the Asheville community.
Travel and hospitality have become integral to the fabric of Asheville’s identity, and local businesses and leaders are hopeful for the future. Visitors are encouraged to support Asheville now more than ever, ensuring the city's vibrant culture, wellness, and creativity remain alive for generations to come.
