Outdoor Retailer - Summer 2017 - 54

54 OUTDOOR RETAILER

/ Summer 2017

FRANKLIN
NORTH CAROLINA

A product of the place
W I T H A P O P U L AT I O N O F 3 , 8 9 8 ,

Franklin is a quiet hamlet nestled in the
middle of 18 peaks more than 5,000 feet
high and surrounded by 500,000 acres of
national forest. This idyllic location provides
every discipline of outdoor recreation-and
it doesn't hurt that it's also a hiker-friendly resupply town for those hoofing it on the
Appalachian Trail (AT).
Opportunities abound to float or fish the
Nantahala, or mountain bike Tsali for spectacular views of Lake Fontana, or hike part of
the Bartram or AT trails. That said, the pace
Franklin offers visitors coming from the bustling cities of Atlanta and Greenville, just
two-hours away, is a chance to slow down
and embrace a certain quality of life. It's a
town where people seem to know and care
about each other-and where outsiders truly feel welcome. Cascading waterfalls and
views of the Great Smoky Mountains greet
tourists at every turn, encouraging them to
relax or play or sit a while.

RISKS AND REWARDS
Jumpers revel in the freedom of Bridge Day at the
New River Gorge in Fayetteville, West Virginia
(above). Enter The Book Room at The Mountaineer in
Keene Valley, New York (right). The Smoky Mountains
beckon near Franklin, North Carolina (right top).

Years ago, the primary drivers of the
Franklin economy were manufacturing and
gem mining. According to Rob Gasbarro, coowner of East Main Street-based Outdoor
76, when those industries began flagging,
the town began a paradigm shift.
"They recognized that branding Franklin
as an outdoor town is in its best interest,"
Gasbarro says. "They've done a great job
minimizing the red tape that businesses
have to go through. For example, Lazy Hiker
Brewery operates out of an old town building. It's a perfect picture of the cohesion between private investors and the town."
Beyond town support, Outdoor 76 believes that the symbiotic and real relationship built between the community and its
shops has driven the retailer toward success.
"We spend a lot of time on civic/community boards," Gasbarro says. "We work with
local Scout troops. We're huge supporters
of the local land trust, and we have a killer 18-tap taproom attached to our outdoor
shop for hosting events. Most people know
we're not in this with a get-rich-quick mind-

Jeremy Markovich

National Park Service, to lift spirits and revitalize the economy in
a pocket of the state adjacent to
counties struggling with poverty, unemployment, and failing school systems. The 72,808
acres of protected land and waters provide an oasis of worldclass rafting and climbing in
an area known for its rapids,
including one infamous Class
VI run dubbed the Beast of the
East, and unique formations
of single pitch, sandstone cliffs
and geological features beckoning rock climbers from all over
the country.
While whitewater pursuits
used to dominate the area,
Kenny Parker, co-owner of
Water Stone Outdoors, says that
other activities, like hiking, biking, and birding have taken off
over the last 20 years.
"We made a real effort to highlight the other outdoor sports
here, and they've doubled.
Diversification produces a stronger economy and more support," Parker says.
In addition to promoting mainstream
sports, the town advertises treetop canopy
tours, adventure parks, zip-lining, and even
BASE jumping, rappelling, and skydiving
in a one-day event celebrating the 876-foot
drop from the iconic arched bridge over the
gorge on Bridge Day in October. Sponsors
go beyond outdoor-related businesses, including support from Appalachian Power,
American Water, and Shentel, an Internet
services provider.
Fayettville is also the place where West
Virginia's weekend warriors come to play,
raising environmental awareness. Parker
notes that the natural resources won't go
away, as long as he and others remain good
stewards of it. "As long as people are playing
outside, we'll make a living here," he says.
And it's not just outdoor shops like Water
Stone Outdoors. He says places like Kim
Shingledecker's Pies and Pints and other
restaurants, galleries, and gift shops started
by entrepreneurs create an authentic destination anchored in the natural resources
around them.
"We're all on the same team," Parker says.
"We've shown that an oasis created by an
outdoor economy can sustain a community."

Outdoor Retailer - Summer 2017

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