For 38 years, the Asheville Downtown Association has supported the city’s vibrant urban core. This member-based organization, comprising 450 businesses and individuals, champions place-based economic development that keeps Downtown bustling around the clock. Through advocacy for local economic and social issues, safety initiatives and beautification efforts, this nonprofit has become known for creating inclusive, joyful experiences that make Downtown welcoming for all.
“We work tirelessly to uplift our community and build bridges,” said Hayden Plemmons, executive director of the Asheville Downtown Association. “Our members have shown great perseverance despite setbacks affecting Downtown.”
When Hurricane Helene struck Western North Carolina, this perseverance was put to the test. While riverside neighborhoods and arts districts suffered devastating floods, Downtown Asheville faced a different kind of challenge — one that tested the Association’s adaptive, resilient spirit.
“Downtown businesses didn’t have a lot of physical damage, so many haven’t been able to access insurance, FEMA, grants, etc.,” Plemmons said. “But they still lost crucial revenue during what should have been peak visitor season, followed by the traditionally quieter winter months.”
For the Asheville Downtown Association, the storm also washed away their own financial lifelines. The organization, which produces nine signature public events annually, had to cancel its Oktoberfest fundraiser and reimagine its Holiday Parade.
“Those events fund our work for the entire year,”said Plemmons. “So we had to get creative fast.” And creative they got.
Working with Explore Asheville and Go Local Asheville, the Association helped launch “Love Asheville from Afar,” a digital campaign connecting online shoppers with local businesses. Over 600 small businesses participated, with many reporting that online sales saved their operations during the critical holiday season.
They also launched their “Winter in Downtown” campaign, featuring winter lights, a window decoration competition and a receipt-upload program incentivizing local shopping. Over 2,300 people participated, uploading receipts for a chance to win $500 for themselves and the business they shopped at. The Shop Small, Win Big promotion awarded $4k to individuals and businesses alike.
The success has inspired a year-round approach to seasonal campaigns: “Downtown in Bloom” for spring, featuring the “Best Bloomin’ Beverage contest, and plans for themed summer and fall events. Their flagship Downtown After Five concert series also returned in April, along with special community concerts featuring acts like the Steep Canyon Rangers.
Their most impactful initiative may have been “Doors Open Downtown,” which brought hundreds of people Downtown for trick-or-treating, culminating in a Halloween block party where they distributed 30,000 Mars candy bars to businesses to hand out.
“People needed joy,” Plemmons said. “And businesses needed customers coming through their doors.”
Beyond events, Hayden sees silver linings emerging from the storm’s aftermath.
“Downtown doesn’t have a ton of vacant space, but we’re seeing people who were displaced from the River Arts District or Biltmore Village finding new homes in Downtown,” she noted.
As for how visitors can help? Hayden doesn’t hesitate: “Come to Downtown. Spend money in Downtown businesses and at our events.”
