WNC Nature Center Economic Impact Report

A new report outlines the significant and far-reaching economic impact of the WNC Nature Center and its nonprofit support organization, Friends of the WNC Nature Center, on Buncombe County and the City of Asheville. Compiled by Riverbird Research, the report was initiated by the Friends of the WNC Nature Center, a nonprofit organization dedicated to supporting the mission of Asheville’s Wildlife Park. “As part of the City’s Community & Regional Entertainment Facility Department, the WNC Nature Center is uniquely positioned as both a draw for tourists visiting the area and a regional gem for our local community,” says Kate Frost, Executive Director of the Friends. “This economic study shows the positive impact of our marketing, visitation, and general existence on this region.”

The 42-acre WNC Nature Center is one of Western North Carolina’s most treasured assets. For decades, it has contributed to the conservation and biodiversity of the Appalachian region, serving virtually every demographic. Generations have enjoyed visiting and learning about the variety of species of wild and domestic animals, as well as the considerable spectrum of plants. Notably, the Nature Center is one of just nine facilities in North Carolina that is accredited by the Association of Zoos & Aquariums. In 2023 alone, the Nature Center accommodated nearly 193,000 visitors.

The report highlights the substantial contributions of the WNC Nature Center to the local economy not only through direct visitor dollars, but also through the economic operations of the Friends and the City of Asheville in support of the park. Considering both of these impacts, it was estimated that the Nature Center and the Friends made a combined $23 million economic contribution to the Buncombe County economy in 2023.

The economic report provided a lens for examining the expansive role of the WNC Nature Center within the regional economy, and the ways in which its existence and activities support multiple industries and residents. The report notes that the park’s visitors and related activities:

supported nearly 220 jobs, both within the Nature Center and indirectly in the wider community;
boosted the County’s GDP by $13.5 million, which cascaded through various sectors, fostering economic growth and stability;
and generated roughly $3.1 million in tax revenues.

Heidi Reiber, Senior Director of Riverbird Research, was pleased by the results of the study. “The WNC Nature Center is a vital asset to the local economy,” says Reiber. “Its increasing attendance and visitor spending are indicative of its continued positive impact on this community.”

“We’ve never doubted that the Nature Center holds a special place in the hearts of local residents,” says Frost, “and the results of this economic study prove that those who have poured into us — the City, our donors and members, and residents and visitors — are receiving a high return on their investment.”

The WNC Nature Center’s impact extends far beyond economic metrics. As a cornerstone of environmental education and wildlife conservation, the Center fosters a deep connection between the community and the natural world. “Conservation education is at the core of our mission,” says Frost. “We believe that the more you know, the more you care, and the more you care, the more you do.”

By showcasing the diverse wildlife and plant species native to the Appalachian region, the Center provides a unique space where visitors of all ages can connect with the environment on a personal level — whether through watching the playful antics of a river otter, safely sighting a majestic black bear, or hearing the captivating howls of red wolves.

“We are proud to be a place where people can come together to learn about and appreciate the incredible biodiversity of our region,” said Chris Gentile, Director of the WNC Nature Center. “Our mission goes beyond education and conservation; we aim to create meaningful connections between our visitors and the natural world, fostering a sense of wonder and a commitment to protecting our environment.”

As the WNC Nature Center continues to grow and evolve, it remains committed to serving as a premier destination for wildlife exploration and education. The ongoing support from the community and the dedicated efforts of the Friends of the WNC Nature Center, along with funding from the Buncombe County Tourism Development Authority and Explore Asheville, have made possible the latest addition to the WNC Nature Center: Gateway to the Southern Appalachians, a highly-anticipated expansion featuring a butterfly garden, a renovated barn and farmyard space, and a larger gift shop. You can learn more about the project at wildwnc.org/gateway.

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WNC Nature Center Economic Impact Report

WNC Nature Center Economic Impact Report

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