Small businesses across Western North Carolina, from Bryson City to Asheville, are facing a tough reality weeks after Hurricane Helene wreaked havoc on the region. The flooding and disruptions caused by the storm have left many owners grappling with low sales, cancellations, and an uncertain future.
“I was wondering where everyone was. I’m down at least 50%, and some others are seeing 90% drops,” shared Erin Smith, owner of Humanité Boutique in Bryson City. Like many others, Smith had hoped for a brisk return to normalcy, with foot traffic expected to rise as the holiday season approaches. But business trends have taken a nosedive, with customers staying away and reservations getting canceled.
Smith’s boutique is in the heart of Bryson City, nestled in the Great Smoky Mountains. Fortunately, the city has cleaned up and recovered, but the tourists still aren’t back. “There is misinformation about what part of Western North Carolina we are located,” said Smith. “We are recovered and cleaned up, and we’re welcoming people back.”
This challenge isn’t unique to Bryson City. Over in Asheville, communities like the River Arts District and Biltmore Village were hit hard, with streets submerged, power outages, and damage to shops, restaurants, and studios. While some areas escaped physical damage, they were not immune to the storm’s ripple effect. Business owners who rely heavily on tourism have struggled as roads and infrastructure problems deter visitors.
Jose Arellano Barrera, owner of Elk Crossing, echoed similar concerns. “We’ve seen about a 20-30% drop lately,” he explained. “That’s a big hit, considering tourism is what keeps us going.” Despite the difficulties, Barrera and his fellow entrepreneurs remain resilient. “We’re just trying our best to spread the word and encourage people to visit Bryson City.”
However, it’s not just about sales—employees are also feeling the strain. With businesses scaling down or temporarily closing, many workers face reduced hours or even the possibility of unemployment. This trickles down into the local economy, affecting everything from suppliers to local services.
Asheville, a hub for artists and small businesses, saw its share of destruction. In the River Arts District, businesses like Summit Coffee are looking for ways to keep moving forward. Although their storefront remains closed, they’ve found creative ways to stay afloat by encouraging customers to order coffee online, with proceeds going directly to support their baristas. It’s a small way to maintain a sense of connection with their community, even when the doors are shut.
Elsewhere, the situation is grimmer. In Biltmore Village, near the entrance to the iconic Biltmore Estate, businesses are struggling to pick up the pieces. “We were submerged,” said Jacqui Ackerman, CFO of Casablanca Cigar Bar, gesturing to work crews trying to clear the mud from the street. “We want to reopen, but it’s going to be a long road.”
Despite the odds, there’s a sense of solidarity. Local business owners are banding together, sharing resources, and working closely with platforms like Airbnb and Google Maps to ensure that tourists know the region is still open for business. They’re also urging locals and frequent visitors to spread the word and help dispel any misinformation that might be keeping travelers away.
“Our community has always been about supporting one another,” said Smith. “We’re going to keep pushing forward because that’s what we do.”
While the future remains uncertain for many small businesses in Western North Carolina, the spirit of resilience and hope shines through. Owners are doing everything they can to survive, from leaning on online sales to finding creative ways to bring customers back. For now, they’re asking for patience, support, and a little bit of faith.
The message is clear: Bryson City, Asheville, and the surrounding towns have weathered the storm, and they’re ready to welcome visitors back with open arms. It’s just a matter of getting the word out.
“This is our home, our livelihood,” said Barrera. “We’ll be here, and we hope to see our customers—old and new—here soon.”