Asheville Invests Tourism Tax Dollars Into Sports Upgrades, Betting on Big Events to Boost Economy

ASHEVILLE, N.C. – Asheville is betting that sports tourism will help fuel its economy, as officials channel millions in tourism tax dollars into upgraded sports facilities to attract major tournaments and events.

Tourism Fund Fuels Facility Upgrades

The city’s Tourism Product Development Fund (TPDF), administered by the Buncombe County Tourism Development Authority, has financed numerous sports projects over the past two decades. Among its latest moves:

$1.5 million for upgrades at UNC Asheville’s Karl Straus Track, which will host the NAIA Outdoor Track & Field National Championships in 2026 and 2027.
$685,000 requested for improvements to Bob Lewis Ballpark by the Enka Youth Sports Organization.
$500,000 sought for a new UNC Asheville tennis complex, replacing courts lost to the I-26 highway expansion.
$1.85 million requested for the Warren Wilson College Aquatics Center.
$3.89 million requested for Enka Recreation Destination Phase 2.

“So, these fields could absolutely host softball tournaments,” said Ryan Smith, Enka High School’s head baseball coach, noting that better parking and accessibility would allow facilities to host larger events.

Sports as a Driver of Tourism

Tourism officials argue that investments in sports venues directly translate to more overnight stays, dining, and shopping in Asheville. Families traveling for tournaments often spend Thursday through Sunday in the city, generating significant hotel tax revenue.

Warren Wilson College officials say their planned six-lane pool could host swim events that would attract families and boost the local economy. Similarly, the WNC Agricultural Center is preparing to break ground on an 80- to 100-stall equine barn funded by a $500,000 TPDF grant, delayed by Hurricane Helene.

“We’ve kind of decided to put our eggs in the equine and horse areas,” said Sean McKeon, manager of the WNC Ag Center. “Equine tourism will draw events to the site in future years.”

Economic Impact Already Seen

Explore Asheville CEO Vic Isley highlighted the success of securing the NAIA track championships, estimating a $1.3 million economic impact from the event.

“We’ve already hosted tournaments bringing people to Asheville,” said Janet Cone, athletic director at UNC Asheville, adding that community use of facilities is built into the project plans.

Over the years, TPDF investments have included:

$23 million for McCormick Field in 2023
$2.3 million for the John Lewis Soccer Fields
$5.89 million for the Woodfin Greenway and Blueway (“The Wave”)
$1.64 million for the Municipal Golf Course
$2 million for Enka Center’s ballfields

Looking Ahead

Officials are also exploring opportunities to bring PGA or golf league events to the city, further expanding Asheville’s sports tourism profile.

Local leaders say the strategy is clear: invest in facilities that can host regional and national events, creating ripple effects throughout the hospitality and retail sectors.

Do you think investing tourism tax dollars into sports facilities is the best way to grow Asheville’s economy, or should the funds go elsewhere? Share your opinion in the comments and join the discussion at SaludaStandard-Sentinel.com.