NCLM Volume 70, Issue 4, 2020

NCLM.ORG 15 Sylva and the whole of Jackson County are enjoying a level of tourism unprece- dented in their histories. Each year sees a precipitous rise in visitorship. Single months in 2020 outdo whole autumn sea- sons of less than a decade ago. This would be impressive under normal circumstances. For it to be happening in the middle of a pandemic—with a number of downtown destinations closed or at reduced capac- ity and with populations operating under safety precautions—is especially surprising. Part of the success is natural: rivers and mountains playing host to fishing and hik- ing. The challenge of social distancing may actually serve as a benefit when trying to play up those widely-spaced activities. Still, that theory wouldn’t account for the six straight years of tourism growth before quarantine measures began in March. Nor would it explain the more than 10 percent year-over-year increase in four of the last five pre-pandemic years. What led to this growth? The features in and around Sylva have been equally won- drous for decades. Many other towns tout similar attractions. What allowed Sylva, Webster, Dillsboro, and Jackson County to stand apart; to be able to not just economically withstand an otherwise- devastating pandemic, but to thrive within it? The answer is strategy and partnerships. Together, it is groundwork years in the mak- ing, and the turning point is a concept that flipped the traditional tourism approach on its head—one that prioritized place over patrons. ˘˘˘ ANewIdea Put into a single term, the strategy is placemaking. Julie Metz, NCLM Associate Director of Business and Membership Development and former Downtown Development Director for the City of Goldsboro, under- stands the concept of placemaking well and described it as the following: “Place- making is really all about making a place that people want to be. Somewhere they find themselves drawn to, that they enjoy spending time in, interacting with.” Sylva Mayor Lynda Sossamon remembers the empty downtown of the 1980s and compares it now, when parking can some- times be hard to come by, even in a pan- demic. This shift towards placemaking laid the path for that evolution. The focus went internal. “Instead of just asking people to visit, we wanted to make Sylva a better place to live,” she said. That vision was formalized in the town’s 2017 economic development strategic plan, which reads: “Sylva, N.C., is a vibrant mountain town with an historic downtown that serves as a cultural and culinary center. Its natural beauty, proximity to trails and waterways, and distinctive sense of community make continues on page 16 Partnerships & Placemaking in Western Carolina