Franklin's Tourism Board Wants More Than "Heads in Beds"

By Jon Tharp, Broker  ·  October 16, 2026

Franklin's tourism board chair can't stand one phrase. "I hate the phrase 'heads in beds,' and I've said it since I've been on this board," Tim Crabtree said at the monthly Franklin Tourism Development Authority meeting.

The TDA is funded through the local occupancy tax on overnight lodging, and Crabtree said evaluations of tourism promotion should consider not only visitor numbers but also the quality of events and the overall visitor experience. "If we spend $225,000 marketing [our town as] the coolest downtown you could ever come to... but we don't put money into prettier banners. If we don't put money into our events, then what's the marketing for?"

What is the Franklin TDA actually planning to change?

During the last fiscal year, the TDA created a subcommittee to address how it operates and where improvements could be made. Colin McGinnis, reporting on its work, said it is time to move beyond approving broad one-, three- and five-year goals and begin implementing specific projects. Potential projects include murals, gateway signs and other improvements to public spaces.

TDA members who are also local business owners were encouraged to choose initiatives they would like to help advance. The subcommittee proposed having members work in smaller groups or pairs, follow deadlines and report on their progress at full committee meetings. As stated in earlier meetings, the board should not be an "ATM" for event planners.

One concrete plan is new banners. Proposals included replacing the smaller banners on Main Street and developing a clearer visual identity for individual districts, with names such as the River District or East Franklin discussed. The banners are also being considered as way-finding tools for visitors and residents.

What about the Appalachian Trail hiker shuttle?

Macon County Transit is seeking $6,000 to support its Appalachian Trail Hiker Route shuttle in spring 2027, after the TDA approved $1,000 for the route last year. Transit Director Darlene Asher cited rising costs for fuel, tires, driver wages and bus maintenance, and said none of the transit system's state or federal funding can be used for the route.

The shuttle transported 1,729 people into town this year, compared with 940 in 2025. The free shuttle allows hikers to travel into Franklin, where they can visit shops, grocery stores and restaurants. Keeping the service free could encourage more hikers to visit by eliminating an additional $20 to $25. "That's money that can be coming into Franklin instead of for transportation," Asher said.

TDA members generally supported the initiative but requested a clearer explanation of how the grant money would be allocated. A vote is expected at the next regularly scheduled meeting. Board members also stressed that event organizers are expected to report how grant funds were used, including spending breakdowns and even receipts, and that in some cases discrepancies between expenses listed in grant applications and actual costs could affect future funding.

What's happening in Franklin on New Year's Eve?

Crabtree presented the funding request for the celebration. Organizers plan two Ruby Drops again: one at 9 p.m. for families with children and the traditional one at midnight, at the intersection of Main Street and Philips and Iotla Streets. Carriage rides may return, weather permitting.

One proposed addition is a large heated tent on Iotla Street where visitors can warm up and listen to live music. Renting the tent has added $7,000 to the event budget, and organizers expect it to hold several hundred people depending on the arrangement of tables and chairs.

How is Franklin being marketed to visitors?

Morgan Stewart of Stewart Communications reported nearly 300,000 social media post views, up from 175,000 the month before. Monthly website visitors rose from 13,000 to 19,000, with the homepage, the PumpkinFest page and activities and events content among the most popular. Stewart also discussed exploring influencer partnerships, including inviting content creators to events like PumpkinFest.

The marketing team has worked to highlight Franklin beyond its mountains, waterfalls and outdoor recreation, including the Cherokee Cultural Corridor, gem mining, Nikwasi Mound, the Scottish Tartans Museum and the Women's History Trail. "Franklin has a pitch that is very different from virtually any town in Western North Carolina," Stewart said.

The TDA meets next on Nov. 9 at 5:30 p.m. in the Town Hall Board Room. You can read full coverage from Macon Sense.

 

Frequently Asked Questions

How is the Franklin TDA funded?

The Franklin Tourism Development Authority is funded through the local occupancy tax on overnight lodging.

What is planned for New Year's Eve in Franklin?

Organizers plan two Ruby Drops, one at 9 p.m. for families with children and one at midnight, at the intersection of Main Street and Philips and Iotla Streets. A heated tent with live music is proposed for Iotla Street, and carriage rides may return, weather permitting.

When is the next Franklin TDA meeting?

The next regularly scheduled meeting is Nov. 9 at 5:30 p.m. in the Town Hall Board Room.