"Come to western Carolina! Bring your spending money if you've got it," said Julie Bell, co-founder of Trackside Studios in Asheville.
That call comes as hurricane recovery continues to draw attention statewide, with tourism hotspot Lake Luke set to officially reopen Friday. It also follows a visit to Raleigh earlier this week by regional economic officials and business owners and as Gov. Josh Stein tours parts of western North Carolina.
For Russ Towers, owner of the outdoor sports shop Second Gear in Asheville's River Arts District, the memories of Helene's destruction are still vivid.
"We had water all the way up to the roof," Towers said.
He said the damage from the flooding was extensive.
"The building partly collapsed. Everything inside the building washed out," Towers said.
Despite the destruction, Towers said his business was able to reopen in a new location within 75 days and has continued to see strong sales since. Now, he hopes other businesses across the region will feel the same momentum.
"There's so many businesses in Asheville (and) in western North Carolina that are reliant on tourism to some degree, whether that's an outfitter that's taking people down the river that's mostly tourists to a business like mine," Towers said.
That message is being echoed by other business owners as the region's hospitality sector approaches what many see as a makeorbreak summer and fall.
"I'm part of a longterm recovery group that's just trying to continue to get the message out: let's focus on what is open and what we can provide the tourists," said Eric Brinker, owner of The Speckled Trout in Blowing Rock.
Michael Alan Campbell, a cofounder of Trackside Studios, said foot traffic is essential to survival.
"Pedestrian traffic is really our life blood. They don't all have to be buyers, but they all bring energy with them. And that is really important," Campbell said.
The renewed push for tourism comes as lawmakers continue discussions around additional Hurricane Helene recovery aid. Gov. Stein is seeking $792 million in funding, with a significant portion dedicated to strengthening infrastructure.
During a stop in Canton on Thursday, Stein emphasized the need for additional federal support.
"When families turn on their tap at all, they have to know that that water is safe and clean," Stein said. "When a storm hits, we need to minimize its impacts, so families can be connected to water whenever possible."
A spokesperson for Senate President Phil Berger said another Hurricane Helene relief package is expected to be considered during the short session, though it has not been determined whether it will be a standalone bill or included in the broader budget. A staff member for House Speaker Destin Hall said the western delegation is also working on related legislation.
While progress is visible across the region, business owners say significant challenges remain.
"We still have a huge housing need," Brinker said. "You have a lot of people are in a situation where their house wasn't in a floodplain, now it's in a floodplain. They still have a mortgage. They're not allowed to build back. It's like, how do we help them recover from that?"
Brinker's restaurant in Blowing Rock served as a relief hub in the aftermath of Helene.
"Everybody just really had to come together and figure out what do we do next? How can we help?" he said.
Now, the focus is on sustaining that spirit while keeping attention on what the region can offer visitors.
"Asheville is open. Western North Carolina is open. But we really need to keep telling that story," Towers said.
He said the coming months are essential for the region's recovery.
"Summer and fall here are just so, so instrumental for businesses to survive with, with that tourism influx and just all the activity, whether it's camps in the area of families coming up to bring their kids to camps, people coming in for the music, for the food, just for the outdoor," Towers said.
Bell said the damage was devastating.
"We lost everything it takes to run a business," Bell said.
She said floodwaters reached six feet on the main floor of the studio.
"We had 40 of our 60 artists on that floor. They lost everything, and our classroom was on that floor, so our teachers lost all of their teaching material," Bell said.
She explained more than 200 volunteers contributed at least 1,000 hours to help the studio reopen.
According to a survey of local businesses shared last July by MountainBizWorks, 86% were at or below their preHelene revenue.
"We need tourists to keep everything up and running," Brinker said.
"I think neither of (Michael or I) like to live in fear. I think both of us like to live in hopeful optimism. We continue always to look for the next day is going to be an even better day. And we sincerely, sincerely hope that the summer, brings people to Western North Carolina, brings people to see the arts," said Bell.