Asheville – In a stunning revelation, a new report has unveiled the significant economic influence of the WNC Nature Center and its supporting nonprofit, Friends of the WNC Nature Center, on the economy of Buncombe County and the vibrant city of Asheville. Compiled by Riverbird Research at the behest of the Friends, the report underscores the Nature Center’s dual role as a beloved local attraction and a key player in the region’s economic health.
Kate Frost, Executive Director of the Friends of the WNC Nature Center, shared her insights on the report’s findings. “As part of the City’s Community & Regional Entertainment Facility Department, the WNC Nature Center uniquely serves as both a magnet for tourists and a cherished resource for our local community,” Frost said. “This economic study highlights the positive impact of our marketing, visitation, and overall presence in this region.”
Spanning 42 acres, the WNC Nature Center is a crown jewel of Western North Carolina. For decades, it has been dedicated to the conservation and biodiversity of the Appalachian region, drawing in visitors from all walks of life. The Nature Center showcases a stunning array of wild and domestic animals, as well as a rich spectrum of plant life. Notably, it stands as one of only nine facilities in North Carolina accredited by the prestigious Association of Zoos & Aquariums. Last year alone, nearly 193,000 visitors explored its wonders.
The report paints a compelling picture of the Nature Center’s contributions to the local economy, revealing that it, along with the Friends organization, made a remarkable combined economic impact of $23 million on Buncombe County in 2023. This figure encompasses not only the direct spending of visitors but also the economic activities of the Friends and the City of Asheville that support the park.
Delving deeper into the economic implications, the report indicated that the Nature Center and its associated activities supported nearly 220 jobs, both within its own operations and indirectly within the broader community. Additionally, it contributed $13.5 million to the County’s GDP, fostering growth across various sectors, while generating approximately $3.1 million in tax revenues.
Heidi Reiber, Senior Director of Riverbird Research, expressed enthusiasm about the findings. “The WNC Nature Center is a vital asset to the local economy,” Reiber stated. “Its increasing attendance and visitor spending underscore its continued positive impact on the community.”
Frost echoed this sentiment, remarking, “We’ve always known that the Nature Center holds a special place in the hearts of local residents. This economic study confirms that those who support us — the City, our donors, members, and visitors — are receiving a substantial return on their investment.”
However, the influence of the WNC Nature Center extends beyond mere economic statistics. It serves as a cornerstone of environmental education and wildlife conservation, nurturing a profound connection between the community and nature. “Conservation education is at the heart of our mission,” Frost emphasized. “We believe that the more you know, the more you care, and the more you care, the more you act.”
By showcasing the diverse wildlife and plant species native to the Appalachian region, the Center provides a unique platform for visitors of all ages to engage with the environment. Whether observing the playful antics of a river otter, catching a glimpse of a majestic black bear, or listening to the haunting howls of red wolves, each encounter fosters a deeper appreciation for the natural world.
Chris Gentile, Director of the WNC Nature Center, expressed pride in their mission. “We are proud to be a place where people can come together to learn about and appreciate the incredible biodiversity of our region,” Gentile said. “Our mission is not just about education and conservation; we aim to create meaningful connections between our visitors and the natural world, instilling wonder and commitment to environmental protection.”
As the WNC Nature Center continues to evolve and expand, it remains dedicated to being a premier destination for wildlife exploration and education. The ongoing support from the community and the tireless efforts of the Friends of the WNC Nature Center, alongside funding from the Buncombe County Tourism Development Authority and Explore Asheville, have paved the way for the much-anticipated expansion: Gateway to the Southern Appalachians. This new addition will feature a butterfly garden, a renovated barn and farmyard space, and an expanded gift shop.
For those eager to learn more about the WNC Nature Center and how they can support its vital mission, visit www.wildwnc.org.
About WNC Nature Center
Established in the 1970s and open year-round, the 42-acre WNC Nature Center connects individuals with the animals and plants of the Southern Appalachian Mountains, inspiring appreciation, nurturing understanding, and promoting conservation. Home to over 60 species, including river otters, black bears, red wolves, and cougars, the Center has garnered national recognition for its programs and is accredited by the Association of Zoos & Aquariums.
About Friends of the WNC Nature Center
The Friends of the WNC Nature Center is a nonprofit organization committed to advancing the critical work of the Nature Center through fundraising, membership, marketing, volunteer efforts, and community outreach. The organization enhances the Center’s exhibits, programs, and facilities, ensuring a high-quality experience for all visitors.