Opinion: Asheville's tourism boom, advertising, excludes Black arts, culture and history

Asheville, North Carolina. Breathtaking Blue Ridge Mountains, historic charm and a booming craft beer scene — it's no wonder tourism is exploding here. But beneath the glossy brochures lies a hidden truth: for Asheville's Black community, the tourist boom can feel like a double-edged sword.

While tourism brings $3 billion per year in revenue, a disparity exists. What if tourism could be used to bring people together instead of apart? Imagine the vibrant tapestry Asheville could be if Black entrepreneurship thrived alongside its booming tourism industry.

Gentrification's grip: Displacement threatens Black roots

The rise in tourism fuels gentrification, pushing long-time Black residents out of historically Black neighborhoods. Rising property values and rents force families from their communities, severing their cultural ties and erasing the rich history embedded in these neighborhoods.

A whitewashed cityscape: Where's the Black story in tourism?

Flip through any Asheville tourism brochure and you'll likely see a sanitized version of the city. The Biltmore Estate and trendy breweries dominate the narrative, while the vibrant Black arts scene, soul food havens on The Block and the legacy of Black Asheville remain largely invisible. Tourists deserve an authentic Asheville experience, one that embraces the full spectrum of its cultural tapestry.

Beyond the tourist trail: Black businesses getting left behind

Tourist dollars often flow freely in areas frequented by visitors, bypassing Black-owned businesses located outside those hotspots. This creates an economic divide, leaving Black businesses struggling despite the city's tourism boom.

Breaking down barriers: Why GRINDFest matters

This is where GRINDFest steps in. It's more than a carnival with cotton candy and Ferris wheels (although those will be there too!). GRINDFest is a three-day movement aimed at reshaping tourism in Asheville. It's a celebration of Black-owned businesses, a platform for Black entrepreneurs to showcase their talent, and an invitation for the entire community to embrace the richness of Black culture.

Asheville's celebration of Black culture extends beyond GRINDFest. The annual Juneteenth festival partners with Downtown After 5 and commemorates the emancipation of enslaved African Americans. The Goombay Festival, established in 1982 by the YMI, is a vibrant tribute to Asheville's African American and Caribbean heritage. The Shiloh Festival and the East End/Valley Street Festival delve into the rich history of Asheville's historically Black neighborhoods. The Hood Hugger’s tour and Peace Garden along with the newly funded Blue Note Junction hold space for the history and the future. These diverse celebrations paint a multifaceted picture of Black Asheville, a testament to the enduring spirit and cultural richness of the community. By supporting these events alongside GRINDFest, tourists and residents can contribute to a more equitable and inclusive tourism landscape in Asheville.

GRINDFest's Growing Impact

GRINDFest does not only help increase revenue, which creates jobs in Black-owned companies, but it is also a platform for organizations to collaborate. This year, the sponsors make it possible for EVERYONE to have candy, EVERY Housing Authority resident to have a wristband for the carnival rides and EVERY child to play for free.

Asheville's tourism boom can be a force for good, but it requires a conscious effort to ensure equitable participation. Here's what you can do:

●     Support Black-owned businesses: From restaurants and coffee shops to art galleries and clothing stores, Asheville boasts a wealth of Black-owned businesses waiting to connect. Seek them out, patronize them and spread the word.

●     Explore beyond the tourist hotspots: Venture beyond the Biltmore. Explore historically Black neighborhoods and be captivated by what they offer.

●     Demand an authentic Asheville experience: Let tourism boards know you want to see Asheville's full story reflected in marketing materials.

●     Join the GRINDFest Movement: Whether you're a Black entrepreneur ready to showcase your work, a community leader with a story to tell, or simply someone who wants to experience the magic of a diverse Asheville, GRINDFest has a place for you.

Asheville's future depends on embracing its full identity. Let's celebrate what makes Asheville truly unique. Let's GRIND together for a more equitable and inclusive tourism industry that benefits all.

Don't miss your chance to be part of this memorable occasion — Doug E. Fresh & Slick Rick, Slutty Vegan, local BIPOC bands and Storytime with the Elders. Mark your calendars for May 24-26 and have good old fashioned fun at GRINDFest 2024.

For more information and to stay updated on the latest news and announcements, visit www.grindfestavl.com.

More: What to know about Grindfest 2023, a 3-day festival in River Arts District

More: Opinion: Asheville has underlying problems with racism that must be addressed

J. Hackett is Board Chair of Black Wall Street AVL

This article originally appeared on Asheville Citizen Times: Opinion: GRINDFest celebrates Asheville Black community, entrepreneurs