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The Land of the Sky- FULL TEXT |
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THE LAND OF THE SKY
A SUMMARY OF THE POPULATION AND ECONOMY OF METROPOLITAN ASHEVILLE
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THE PREPARATION OF THIS REPORT WAS FINANCIALLY AIDED THROUGH A FEDERAL
GRANT FROM THE URBAN RENEWAL ADMINISTRATION OF THE DEPARTMENT OF HOUSING
AND URBAN DEVELOPMENT, UNDER THE URBAN PLANNING ASSISTANCE PROGRAM
AUTHORIZED BY SECTION 7O1 OF THE HOUSING ACT OF 1954, AS AMENDED.
MAY, 1966
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A POPULATION AND ECONOMIC ANALYSIS OF THE ASHEVILLE
METROPOLITAN AREA
AND THE WESTERN NORTH CAROLINA REGION THAT IT SERVES
This report is a digest based on a lengthy technical report prepared by
the Metropolitan Planning Board of the City of Asheville and Buncombe
County entitled "A Population and Economic Analysis of the Asheville
Metropolitan Area and the Western North Carolina Region that it Serves."
Included is a brief summary of the findings of this technical report and
the conclusions and recommendations resulting therefrom. Since this
summary is by necessity brief and concise, the detailed data necessary
to support many of the conclusions and recommendations can be found only
in the larger technical report, copies of which are available at the
Western North Carolina Regional Planning Commission for $5.00. |
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SUMMARY
Setting and
Description
Metropolitan Asheville is strategically located within 24 hours of 60
percent of the Nation's population by rail or highway, 4 hours by air,
and is nearly equidistant from New York, Chicago, St. Louis, New
Orleans, and Jacksonville.
Metropolitan Asheville is part of a large fertile plateau lying
between the Blue Ridge |
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and Great Smoky Mountains. Due to its geographical location, it serves
as the natural regional service center for the 20 county Western North
Carolina Region which includes Ashe, Avery, Burke, Buncombe, Cherokee,
Clay, Graham, Haywood, Henderson, Jackson, McDowell, Macon, Madison,
Mitchell, Polk, Rutherford, Swain, Transylvania, Watauga, and Yancey
Counties. Within the Region, there is a wide variance of topography.
Metropolitan Asheville and the other Upper French Broad Counties possess
rugged mountains but also sizeable amounts of reasonably flat land. The
counties to the west and north of Metropolitan Asheville, however, are
comprised almost entirely of high rugged mountains; and the counties to
the east of Metropolitan Asheville are partially mountainous and
partially rolling plateau.
As a consequence, the counties comprising the Western North Carolina
Region - i.e. the area served by Metropolitan Asheville - possess strong
cultural and geographical ties but are not homogeneous. The most
advanced economy, the greatest concentration of urban economic
activities, and the largest population is presently found in the Upper
French Broad Basin - particularly in Metropolitan Asheville; and it is
here that the potential for future growth and economic development is
the greatest.
Population
Prior to the Great Depression, Metropolitan Asheville (and
particularly the City of Asheville) was a thriving and rapidly growing
area. However, from 1930 to I960, the rate of population growth declined
sharply. In fact, growth in Metropolitan Asheville was more
characteristic of a small urbanized area than of a Metropolitan Area.
Since 1960, however, tremendous progress has been made. Metropolitan
Asheville is still the second smallest and slowest growing Metropolitan
Area in North Carolina but is at last on the move, exhibiting growth
which is more in keeping with that characteristic of Metropolitan Areas.
Population |
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growth in the Western North Carolina Region has likewise declined
sharply in the last 35 years, but like Metropolitan Asheville, it has
shown considerable improvement since 1960. This growth, however, has not
been uniform and is concentrated primarily in the counties of the Upper
French Broad Basin and in Burke County. As a consequence of the growth
patterns of the Region, Western North Carolina's proportionate share of
the State's population has declined from almost 15 percent in 1900 to
approximately 11 percent in 1965.
From 1950 to 1960, Metropolitan Asheville experienced a net
out-migration of approximately 10,000 persons, and the Western North
Carolina Region a net out-migration of approximately 71,000 persons.
While all age groups lost, heaviest migration occurred in the young to
middle age groups. As a result, in both Metropolitan Asheville and
Western North Carolina, the proportionate share of the population in
older groups is increasing and in the younger groups declining. Here
again, the trends in Metropolitan Asheville are in contrast to those
normally |
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occurring In Metropolitan Areas,
for most
are attracting rather than losing people.
MIGRATION
TRENDS -
FOR ASHEVILLE SMSA
& W.N.C.
1950- 1960& 1960 -1965*
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AVERAGE
ANNUAL MIGRATION |
NET MIGRATION |
|
1950-1960 |
1960-1965 |
1960-1965 |
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Asheville SMSA |
-1,000.5 |
548.0 |
2,877 |
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Western North Carolina |
-7,122.6 |
-1,935.2 |
-10,160 |
*Note: 1950 & 1960 data represents population as of April 1;
1965 data
represents population
as of July 1
Source: 1950 & 1960 data -U.S. Census of Population
1960-1965 data - estimates
by Dr. C.
Horace Hamilton and Eun Sul Lee
of
N. C. State University |
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PRESENT AND PROJECTED POPULATION FOR METROPOLITAN ASHEVILLE AND THE CITY
OF ASHEVILLE
1960,1970 & 1980 |
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Since 1960, it is felt that the
trends of migration have completely changed in Metropolitan Asheville,
and it is estimated that a net in-migration of almost 2,900 persons has
taken place in the last 5 years. For the Region as a whole, it is felt
that out-migration is still occurring but at a reduced rate. However,
sizeable in-migration into several of the Upper French Broad Counties
and Burke County is primarily responsible with many of the smaller, most
distant counties continuing their decline. Taking into consideration
these recent trends, it is expected that sizeable population growth will
characterize Metropolitan Asheville and the City of Asheville in the
future. By 1970, it is projected that the City will have a population of
69,100 and the Metropolitan Area, 147,500; and by 1980, it is expected
that the City will have 86,200 residents and the Metropolitan Area,
196,100.
Social Characteristics
Income
Income levels in Metropolitan Asheville traditionally have been above
the levels of the Region and State but despite improvement remain far
below National levels. As of 1962, per capita income in Metropolitan
Asheville was 11.3 percent above that of the State, however, only 81.5
percent that of the Nation. In comparison with other North Carolina
Metropolitan Areas, only Winston-Salem has a lower per capita income.
For the Western North Carolina Region as a whole, income levels are
very low but are improving. Per capita income in 1962 was only 66.9
percent that of Metropolitan Asheville, approximately 75 percent that of
North Carolina, and only 54.5 percent that of the Nation. |
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Education Educational levels in Metropolitan Asheville and the City of
Asheville are above
those
of the State, and in the City
above those in urban places in the State; however, in Western North
Carolina they are below the State, Metropolitan Asheville, Asheville and
urban places in the State. Only 30.6 percent of the adults 25 years of
age and older in Western North Carolina have completed high school as
compared with 40.8 percent for urban places in North Carolina, 32.3
percent for the State, 40.5 percent in Metropolitan Asheville, and 46.4
percent in the City of Asheville. In terms of college graduation, 9.8
percent in urban North |
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Carolina, 6.3 percent in the State, 7.6 percent in Metropolitan
Asheville, 9.7 percent in the City of Asheville, and only 5.5 percent in
Western North Carolina have attained this level. That interest in
education is gaining momentum in Metropolitan Asheville and Western
North Carolina is abundantly illustrated by the declining, but yet high,
drop-out rate and by the increase in those seeking further training and
education (college, industrial, and technical). Actually, in the last
several years, the percentage of Metropolitan Asheville and Western
North Carolina high school graduates attending college has declined;
however, there has been a steady increase in the percentage enrolling in
trade, business, nursing schools, etc. |
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Of
paramount importance to Metropolitan Asheville has been the growth and
development of Asheville-Biltmore College and Asheville-Buncombe
Technical Institute, as has the growth of all colleges and training
institutions in the Region. Probably, the single most important factor
responsible for the tremendous growth and expansion of manufacturing
jobs in Metropolitan Asheville has been the Asheville-Buncombe
Technical Institute. Housing
The quality of housing in the City of Asheville, Metropolitan
Asheville and Western North Carolina is below that of urban places in
North Carolina; and in Metropolitan Asheville and Western North
Carolina, it is below that of the State. Almost 50 percent of the
dwelling units in Western North Carolina, approximately 41 percent in
Metropolitan Asheville, and approximately 30 percent in the City of
Asheville were substandard in 1959. As poor as this seems, tremendous
progress was made over the last decade. |
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At present, indications are that
there is an insufficient quantity of decent housing for those persons
engaged in non-supervisory, below-average-wage occupations—both
manufacturing and service—and also in rental units for young, transient
professionals. A great deal of progress was made during the spring and
summer of 1965 in providing housing units for the latter—as witnessed by
the numerous modern, new apartments which were constructed; however,
there is yet a tremendous shortage of decent housing for those who earn
below average wages.
EconomyFor years, employment in Metropolitan Asheville grew very
slowly, and the lack of sufficient job opportunities was responsible for
the area's large out-migration and the resulting slow growth. In recent
years, however, this has changed completely. In the last three years,
employment has increased on the average by almost 2,400 jobs per year;
and as a result, unemployment and out-migration have steadily declined.
As of July, 1965, total employment in Metropolitan Asheville stood at
59,600. By 1980, it is projected that employment will increase by
37,600, at which time over 97,000 persons will be employed.
Metropolitan Asheville developed early as the regional center of
service for Western North Carolina and as a resort and retirement
center. As a consequence, non-manufacturing provided the principal
impetus for its early development. However, in the last 15 years—and
particularly the last 5—manufacturing has provided the principal impetus
for economic development. As a result, the economy of Metropolitan
Asheville, in contrast to the National economy which is becoming
increasingly service oriented, is becoming increasingly oriented toward
manufacturing.
In addition, United States Metropolitan Areas are increasingly
becoming regional centers of service and less of manufacturing; whereas,
in Metropolitan Asheville the service |
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TRENDS IN EMPLOYMENT DISTRIBUTION FOR THE
ASHEVILLE SMSA, THE WESTERN NORTH CAROLINA REGION AND THE UNITED STATES
1950,1960,1965 |
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sector of the economy is becoming relatively less important and the
manufacturing sector more important. To illustrate, in 1950, 69 percent
of the work force in Metropolitan Asheville was employed in
non-manufacturing occupations and 22.3 percent in manufacturing
occupations. By 1965, however, only 63.5 percent of the labor force was
engaged in non-manufacturing employment, but 32.5 percent was employed
in manufacturing jobs. Metropolitan Asheville is still the service
center of Western North Carolina and likely will remain so in the
future; however, evidence indicates that Metropolitan Asheville is being
successfully challenged by other Metropolitan Areas in North Carolina
and Tennessee for the Region's business.
In terms of retail trade, the performance of Metropolitan Asheville
is excellent; however, in terms of wholesale, it is very poor. Also, the
performance of selected service leaves much to be desired.
In
only hotel and motel services does
Metropolitan Asheville perform well. Entertainment services are not
what they should be or on a par with what one usually finds in
Metropolitan Areas.
Contrary to popular opinion, manufacturing accounts for a larger
proportion of the work force in Western North Carolina than in
the
Nation and has for years. In
addition, the
proportion engaged
in |
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[ chart]
Recent Employment Trends
for the Asheville SMSA |
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[chart]
present and projected employment, 1965, 1970, & 1980 - Asheville smsa |
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manufacturing is constantly increasing—from
27.8 percent in 1950 to 38.5 percent in 1965; however, unlike
Metropolitan Asheville, the non-manufacturing sector of the economy is
also increasing. This has been brought about by a rapid decline in
agricultural employment. In fact, between 1950 and 1965, the proportion
of the work force in Western North Carolina employed in agriculture
declined by over 300 percent—from 24.3 percent of the total work force
to 8.4 percent.
CONCLUSION
1. Metropolitan Asheville is the service center of Western North
Carolina and the hub of one of the Nation's most vital recreation areas.
However, except for retail trade and hotel and motel services, the
performance of services in Metropolitan Asheville is not what it could
or should be (this is particularly true of wholesale trade), and
competition from other areas is becoming increasingly strong. The new
highways upon which Metropolitan Asheville is counting so heavily to
boost economic development could also have the opposite effect if proper
steps are not taken to insure that Metropolitan Asheville has as much,
if not more, to offer than the areas with which it is competing for the
Region's business.
2. The areas most likely to attract new growth and development are those
that already have achieved some minimum degree of accumulation of
population and are already serving as a foci for a pyramid of regional
and metropolitan functions. This is so partially because growth feeds on
itself and partially because new economic developments generally
gravitate to those areas which can provide the services necessary for
modern business and the amenities necessary to attract and keep key
personnel. The extent of benefits received by the outlying areas and
communities will be closely, if not directly, related to their relative
distance from the central city and the quality of transportation and
communication facilities joining the two. Conse- |
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quently, It is likely that in the future Metropolitan Asheville and
several of the Upper French Broad Counties will be the principal growth
areas of Western North Carolina. In fact, it is probable that most of
the smaller, less-developed counties will continue to decline in
population or at best experience only small gains. Topography is sever
[sic],
and large expanses of level land suitable for development are few and
far between; services are inadequate; educational attainments are low;
and job skills are few. Subsequently, modern industry hesitates to come
in, thus paving the way for the low-paying, manpower-exploiting industry
which does not provide opportunities equal to the abilities of the
best-educated and most-capable youth; therefore, they continue to leave
for greener pastures. If these persons are to be kept from completely
leaving the Region, it is primarily up to Metropolitan Asheville and, to
a lesser extent, the other Upper French Broad Counties to provide
employment for them, for it is doubtful that the other counties can.
3. Metropolitan Asheville has done an outstanding job of attracting
manufacturing industry in recent years; however, except for those activities related to the
tourist and travel industry, it has not sufficiently promoted or taken
advantage of the opportunities offered by non-manufacturing industry.
Contrary to popular opinion, non-manufacturing activities can be equally
as basic - i.e. bring outside money into the community - as
manufacturing activity. Services are a source and reason for growth -
not just a result. In fact, generally areas which are
service
oriented are the fastest growing
and most prosperous.
4. To a very great extent, the health and welfare of Metropolitan
Asheville is closely tied to downtown Asheville. If the core is modern,
lively, and pulsating, it is likely that the Metropolitan Area will be
also; however, if the core is obsolete and decayed, it is likely that
the entire Metropolitan Area will suffer because of It. The heavy
concentration of many and |
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varied activities provides a variety and excitement which can only be
found in the downtown area, and it is this sort of attraction which
serves as a magnet for people who come from miles around, as well as to
business development. 5. What Metropolitan Asheville is in the future
will largely be a reflection of the employment in which its citizenry
earns their livelihood. Employment will determine what type of people
will stay and work here, what type will leave, and what type will move
in from other areas. If high quality employment is provided, Metropolitan Asheville will
be comprised primarily of well-educated, well-paid, and well-housed
citizens; however, if the quality of employment is poor, the citizens
will likely be poorly paid, poorly housed and poorly educated. In other
words, what Metropolitan Asheville is in the future will primarily be
determined by the type of people living here which, in turn, will be
determined by the type of employment provided.
6. The more training and education Metropolitan Asheville's labor
force has and the greater the diversification of skills possessed by its
labor force, the easier it will be to attract industry. A diversity of
skills will open the way for industry which otherwise might not consider
the area because of an absence of certain necessary skills. This will
also serve to raise wages.
7. High levels of training and education are the key to growth and
economic development; however, highly skilled persons are subject to
nationwide cost competition and subsequently have a high tendency to
out-migrate. Therefore, employment offering wages and opportunities
equal to those offered nationwide must be provided if these persons are
to be prevented from leaving. Only when this happens will in-migration
replace out-migration. On the other hand, unskilled and poorly educated
persons have little to offer and subsequently have little tendency to
move. Consequently, some employment requiring few skills and little
education must also be developed in order to keep these people off
welfare and unemployment rolls.
8. At present, Metropolitan Asheville serves primarily as a base of
operations for tourists |
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and
visitors but loses most of them to other areas of Western North Carolina
during the day. Generally speaking, development of outdoor attractions
such as fishing, hunting, camping, picnicking, skiing, sightseeing,
etc., should continue to be concentrated in outlying counties. In the
first place, they are less developed, generally more suitable, and have
more potential for this type of development; and secondly, for many
counties of the Region this type of economic activity provides the best,
if not the only, avenue for economic development. Metropolitan Asheville
would benefit greatly from this type of development because thousands of
those who spend their daytime hours in these outlying areas would
continue to patronize local lodging and eating establishments, and local
businesses would provide a large portion of the goods and services
required by outlying facilities. On the other hand, the type of tourist
development most conducive to Metropolitan Asheville is that which
provides nighttime entertainment for the many visitors who return from
outlying areas of the Region to spend the night in Metropolitan
Asheville. 9. A thriving cultural life in Asheville can increase our
tourist and convention business, attract new industry, provide a
favorable environment for recruiting personnel from other localities,
and enrich the experience of the entire community.
10. Metropolitan Asheville must constantly be alert to the need for
feasibility studies, marketing analyses, and the collection and
appraisal of other material essential to the establishment of new
industries and businesses and the expansion of existing ones.
11. A crucial element in any given community is the availability of
enough land suitable to its particular needs. |
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RECOMMENDATIONS
1. In
keeping with the goals and philosophy of the Appalachian Program,
Metropolitan Asheville should do everything possible to get people out
of the areas of Western North Carolina which have no growth potential
and will never have enough available jobs. This can be accomplished by
making jobs available not only for local people, but also for those
residing throughout Western North Carolina.
2. Metropolitan Asheville should actively promote the development of
non-manufacturing industry (e.g. government services, professional
services, district and regional administrative, distribution and sales
offices and functions, etc.) with vigor equal to that exerted in
promoting manufacturing industry. Probably the best way to accomplish
this is to establish within the framework of the Asheville Chamber of
Commerce a council similar to the Industrial Council which will be
charged with the responsibility of promoting non-manufacturing economic
development. To do the job properly and with any degree of success, a
paid, professional staff should be provided.*
This is not to say that manufacturing industry should be promoted
less, but rather that non-manufacturing industry should be promoted
more. Metropolitan Asheville should endeavor to bring its economy more
in line with national and metropolitan trends, which would indicate that
Metropolitan Asheville should become more service-oriented.
3. Metropolitan Asheville should continually work to insure that new
industry attracted to the area is predominantly modern, high-quality, capital-intensive,
high-wage, high-growth industry. In other words, Metropolitan Asheville
should be particular and selective in the type
__________________________
*Recently the Asheville Chamber of Commerce established a Business
Committee whose function is to further the development of business in
the Asheville area, promote the City as a regional, sales, and business
office headquarters and to maintain a high standard of business ethics
in the retail and service fields. |
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of
manufacturing industry which it promotes and develops. There is yet a
need, however, to attract some labor-intensive, manpower-exploiting,
low-wage industry, because there are still many persons who simply do
not have education and training necessary to secure employment in the
higher quality manufacturing industries. 4. Feasibility studies should
be made for the purpose of determining what types of economic activities
could be successfully developed in Metropolitan Asheville. Of particular
significance would be studies designed to determine what types of
components, raw materials, and finished products are purchased outside
Western North Carolina and Metropolitan Asheville by plants which could
be better and more cheaply served by suppliers located in Metropolitan
Asheville. With such information, Metropolitan Asheville would be in a
strong position to promote the development of such establishments to
supply items presently imported by area businesses and industries.
Probably, the best manner in which to accomplish this would be to
establish a strong professional research staff within the framework of
the Chamber of Commerce. The preparation of the above enumerated studies
would be included in the responsibilities of the staff.
5. Asheville should endeavor to do all that is humanly and
financially possible to renovate, revitalize, and modernize the downtown
area.
6. Metropolitan Asheville should actively work for and support to the
fullest all efforts to improve, upgrade and expand all types of
educational institutions and programs.
A. All possible support should be given to new public school
construction, attempts to acquire new up-to-date equipment and supplies,
and upgrading of teachers' salary supplements to insure that the most
able teachers are retained as well as insure the attraction of the
highest quality new teachers.
B. Support should be given to the proposal for consolidation of city
and county schools.
C. Vocational, technical, and adult education programs should be
broadened, strengthened, and expanded. |
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D.
All possible support, particularly financial, should be given to the
colleges of Metropolitan Asheville and Western North Carolina so that
they will be able to adequately meet the demands which will be made upon
them. E. Work should commence to develop a university level
educational institution in Western North Carolina. Metropolitan
Asheville, as the regional center of service for Western North Carolina,
should also be the educational and cultural center. Metropolitan
Asheville has the best geographical location and transportation network
which will make it more accessible and best able to serve Western North
Carolina. In addition, it is the only area in Western North Carolina
having a large population which means it would be better able to support
the various functions and programs characteristic of a university (e.g.
athletic, cultural, etc.) Also, due to its degree of economic
development, Metropolitan Asheville has the greatest need of any area in
Western North Carolina for a university, and it would be of greater
service in Metropolitan Asheville than anywhere else. (Many industries
and businesses stated that a university would be of great value to them.
Faculty members could be used as consultants, and employees could pursue
further study — particularly on the graduate level. In fact, the absence
of a university in Metropolitan Asheville has on occasion reportedly
deterred the development of some types of industry, and some
industries—particularly those scientifically oriented — reported that
the absence of a university has been a major problem in recruiting key
personnel.) Probably the best method to accomplish this would be to
follow the example of Charlotte College and work to develop
Asheville-Biltmore College into a branch of the University of North
Carolina.
It is probable that the job Metropolitan Asheville does in the area
of education, more than any other, will determine the success or failure
of Metropolitan Asheville to grow and elevate its economic level to
National standards.
7. In order to make Metropolitan Asheville more than merely a place
for travelers to eat and sleep, and in order to fully utilize the
potential for capturing the visitors' dollars, as well as to make
Metropolitan Asheville a more desirable place to work and live thereby
promoting economic development, Metropolitan Asheville should:
A. Promote and support arts to the fullest, not only for local
inhabitants but on a scale which would attract tourists, conventions,
vacationers, etc.—including summer theaters having top entertainers. The
proposal to construct a Civic Arts Center should be vigorously
supported. |
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B.
Promote the development of luxury type resort complexes which could
serve as major attractions in themselves and which would tend to
increase the length of time of visitors' stay (preferably highly
concentrated). C. Primarily concentrate its efforts at promoting and
developing tourist attractions to that type of development which
provides principally nighttime entertainment (e.g. night clubs featuring
floor shows and like entertainment, theaters, etc.), leaving the
development of outside attractions (e.g. camping, fishing, hunting,
skiing, etc.) primarily to the outlying sections of Western North
Carolina which are more suitable and have more potential for this type
of development.
8. Metropolitan Asheville, as a growing urban complex, needs more
coordinated county and city functions—at least start planning for them
in the future. In addition to smoother transitions and better services,
especially when annexed, it will make possible the acquisition of
important data now impossible to obtain.
9. Metropolitan Asheville needs county-wide zoning to protect
property values, but more importantly to insure that prime industrial
and commercial sites are preserved until needed. At this time and stage
in Metropolitan Asheville's development, there seems to be a
never-ending supply of land for any and all uses; however, if
Metropolitan Asheville lives up to its potential for growth and economic
development, it is possible-and indeed probable-that economic
development could, at some time in the future, be retarded by a lack of
suitable land. In addition, by determining the future use which the land
will have, local government can do a better, more efficient and cheaper
job of providing the services and facilities necessary to make
development possible.
10. Local government should make it a point to know what industries
want of it and where it may be falling down in their legitimate needs.
Asheville should consider placing a staffman in the office of the City
Manager with responsibility for the local industrial community, because
often times industry has a tendency to stand off from local government
and regard it as |
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a
kind of foreign power and waits until a snag arises and immediate
objectives are to be gained. 11. Future annexations by the City of
Asheville should be preceeded by annexation studies. The purpose of
these studies would be to determine if and when the revenues received by
the City from the areas under consideration for annexation will be equal
to or greater than the cost of providing the necessary services and
facilities. This will insure that areas annexed by the City will be able
to pay their own way and will not be liabilities to the residents
already within the City.
12. Metropolitan Asheville should break the bonds of extreme caution
which have retarded and strangled it since the Great Depression. It
should study and where feasible, emulate the successful deeds and
projects of other Metropolitan Areas and innovate new projects of its
own. |
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