The Blowing Rock Tourism Development Authority (BRTDA) invited several local stakeholders to take part in a series of focus groups and interviews last week. Over four dozen participated, comprising a diverse group of hoteliers, property managers, retailers, real estate agents, artists, volunteers, restauranteurs, municipal leaders, and non-profit representatives. This was the first step in the BRTDA’s current branding development project, a major initiative for its 2025/2026 fiscal year.
Through this work, the BRTDA seeks to refine their promotions to build more effective campaigns and programs. The timing isn’t coincidental. From sharply-increased visitation post-Covid to financial losses due to Helene, local tourism and its related impacts have become a focal point for economic health.
Additionally, the BRTDA’s campaigns have more visibility than ever. As the tourism marketing organization for Blowing Rock, the BRTDA must have a strong understanding of Blowing Rock’s identity to be able to connect with potential visitors.
“We are all in the hospitality industry, here,” says Tracy Brown, Executive Director of the BRTDA. “We’re a community and everyone has a vested interest. So, it’s not about what I think, or what our board thinks, when it comes to telling the Blowing Rock story. To remain authentic and protect what we have, we need to take a step back and listen, maybe make some adjustments. This isn’t a rebrand, it’s about gaining clarity to continue to move forward.”
The organization knew that expansive research and evaluation had to be at the core of this effort. To that end, the BRTDA sought out the assistance of a research-based branding company to guide a deep dive into Blowing Rock’s identity and distill fundamental elements for strong promotion. Chandlerthinks LLC of Nashville, TN was selected to conduct this work. The company also prioritizes community engagement to help destinations understand what makes them truly unique to visitors.
“Blowing Rock is already an amazing destination,” says Steve Chandler, owner and brand strategist at Chandlerthinks. “This branding process is as much about preserving its great story as anything else. This allows tourism marketing to be a reflection of the Blowing Rock community. Its people and the character of the place matter, which is why we first placed an emphasis on listening to what the community has to say.”
More work remaining
In addition to conducting focus groups and interviews last week, the team from Chandlerthinks also enjoyed an immersion into Blowing Rock. A tour of town and the local area, and lots of impromptu conversations with everyone they met along the way, was part of the process. A Resident Sentiment survey will follow soon, so all Blowing Rock residents should keep an eye out for that in September.
Additionally, Chandlerthinks will conduct a visitor study and a digital audit to examine perceptions and representation of Blowing Rock. These research elements are expected to be completed by the end of the calendar year. From there, the BRTDA and Chandlerthinks will use the results to build strategies for the Blowing Rock promotional brand.
The BRTDA would like to thank all of the stakeholders and partners who have given their time and insights to assist in this process so far.
About Chandlerthinks
Founded in 2010 in historic Franklin, TN, Chandlerthinks LLC is a destination place marketing firm known for providing cities, regions, communities and tourism destinations with marketing based solutions that create a strong identity and a purposeful, sustainable direction. Having worked collectively on more than 200 place marketing initiatives, their team of highly experienced professionals specialize and excel in research, strategic brand positioning, place marketing, creative development and direction, design, marketing plan development, media strategy and digital marketing.
About the Blowing Rock Tourism Development Authority
The Blowing Rock Tourism Development Authority is the official tourism department for Blowing Rock, NC. The BRTDA provides leadership and primary funding for marketing, developing, and supporting year-round travel and tourism to and within the town of Blowing Rock, to increase lodging sales and visitor spending. Connect with them on social media and visit blowingrock.com to view their promotions and explore exciting travel opportunities in and around Blowing Rock, North Carolina.
Photo above: Greg Fuson of Chandlerthinks leads a group discussion about tourism assets in Blowing Rock.