Ordinance introduced for alcohol sales in Chimney Rock Village

May. 23, 2013 @ 02:54 AM

An ordinance allowing the sale of malt beverages, wine and mixed beverages in Chimney Rock Village, was passed Tuesday night during the council’s regular business meeting.

The ordinance will be adopted at the June 18 meeting, said Mayor Barbara Meliski.  

Alcohol sales were approved on May 7 during a special voter referendum. 

On a 38-16 vote with 54 people voting, the referendum passed on its fourth try in approximately 15 years. Of the village’s 113 registered voters, 47.79 percent of village voters went to the polls.

Alcohol sales will be allowed in the Tourism Business Zoning District Amendment. The tourism district is an area of Main Street that runs from Fiber McGee’s to Duncan’s Barbecue. 

Council also approved the market and branding study for Chimney Rock Village and the Town of Lake Lure. 

Lake Lure adopted the plan at its April meeting. 

The municipalities of Lake Lure and Chimney Rock Village jointly funded the project and commissioned the firm of Arnett-Muldrow to lead the project. 

The project was led by the steering committee with representation from both the Town of Lake Lure and Chimney Rock Village along with representatives from Rutherford County, Chimney Rock State Park and other key stakeholders. 

The brand identity system was adopted by the Town of Lake Lure and Chimney Rock Village to serve several purposes:

To reinforce the positive attributes of Lake Lure and Chimney Rock Village;

To connect the two communities with a unified message that resonates with the local resident, visitor and future resident while preserving the identity of each community;

To create a “toolbox” for both communities to use to better tell their stories.

The implementation strategy for this project will involve several entities, not just the two municipalities of Lake Lure and Chimney Rock Village. It is anticipated that a reinvigorated Hickory Nut Gorge Chamber will tackle the economic development and broaden implementation strategies of the brand that focuses on the visitor, developer and new resident.

The municipalities will focus their brand implementation strategies on those aspects that directly relate to their areas of responsibility, things including greatly improved signage, way-finding, public parks, infrastructure, the lake (enjoyment and management), various aspects of the Town Center, news print and online communication pieces that will be helpful to residents and visitors, such as lake use, land use, doing business in the community, hiking andcycling.

Marketing these two communities will involve a multi-pronged strategy that targets three audiences:

 The part time resident is an especially crucial component to the Town of Lake Lure and Chimney Rock Village customer market. These residents “adopt” the community during the time they are there. They are prone to falling into routines unless a marketing initiative reminds them of the dynamic new things that are offered in the community. These customers, like full time residents sometimes need to be reminded of what makes the community unique.

The visitor, who represents a fascinating target market for the Town of Lake Lure and Chimney Rock Village. The visitor to the area comes in many facets, the market data shows that both day-trippers and overnight visitors represent an important component of the market for Lake Lure and Chimney Rock. Each visitor has different expectations and the marketing material should set expectations, explain the uniqueness of the area, and cultivate the visitor experience.