By Nellie Day Oct 16, 2024
World Central Kitchen founder José Andrés (right) works in Asheville as the aid group partners with local restaurants to feed those in need following storms in western North Carolina. (World Central Kitchen)
Hurricane Helene has claimed lives and property across six states, with about half of the total destruction occurring in North Carolina. In this state, the catastrophic Category Four hurricane produced winds up to 106 miles per hour, according to the National Weather Service. It also dumped nearly 31 inches of rain on some North Carolina counties between Sept. 24 and Sept. 28. Though lives and property are the most important things to preserve during devastating disasters such as this, it’s important to note that many people’s livelihoods and meaningful possessions were also destroyed or jeopardized in this storm.
Giving What They Had
Numerous organizations have swiftly responded to these many needs, including the hospitality industry.
For Amy Michaelson Kelly, founding principal at Hatteras Sky, which owns The Radical and Zelda Dearest in Asheville, N.C., the need to answer the call for help was clear. “We strive to be a property that is seamlessly integrated with our neighborhood,” she explained. “To help our neighborhood, we gave what we had: shelter.”
Kelly noted that both assets have been housing first responders since two days after the storm. The Radical is also serving meals and serving as a provisions outpost for first responders and neighbors. “In a situation like this, all rules go out the window,” she continued. “We had a solid building and clean beds—no water, no power."
Word Central Kitchen partnered with Bear's Smokehouse BBQ in Asheville, N.C., to help provide meals for the community. (World Central Kitchen)
Rhodes Motor Lodge & Canteen owner Loden Hospitality also gave what it could: space. Christine McDonald, Loden’s COO, notes the boutique hotel is serving as a Boone, N.C. emergency relief prep kitchen for World Central Kitchen. The nonprofit is able to provide about 530 fresh meals a day from the lodge.
“The experience has been both challenging and incredibly rewarding,” McDonald said. “When we announced WCK was setting up inside the hotel, we had community members calling non-stop to see how they could help, volunteer, run food and just generally support the operation.”
The lodge is also offering temporary housing for displaced employees and emergency workers. “We were in a unique position to truly take care of our team, offering temporary housing to our employees who needed it,” McDonald continued.
Easing the Burden
Many hotel companies have also provided financial assistance and resources to impacted employees. IHG Hotels & Resorts has activated the IHG Colleague Disaster Assistance Fund to assist hotel colleagues who were impacted by Hurricane Helene. The company also donated to the American Red Cross to support relief efforts across the Southeast.
Hilton assists its impacted team members through the Team Member Assistance Fund. The global hotel chain also made a donation to World Central Kitchen. The family owners of Biltmore Estate in Asheville launched the Biltmore Relief Fund for WNC (Western North Carolina). The fund pledged $2 million in immediate localized Helene relief, in addition to other resource commitments and employee crisis support.
“Western North Carolina has been our family’s home for more than 125 years, and we are devastated to see Helene’s impact on our region,” Bill Cecil, Jr., president and CEO of Biltmore, said in a statement. “We remain committed to supporting our employees and neighbors in the aftermath of this unprecedented storm and the long-term recovery efforts. Now more than ever, we must work together to stabilize and rebuild this community.”
The fund will provide support to area nonprofits, such as Mountain Strong Fund for Business Recovery, the Always Asheville Fund, Concert for Carolina and others that are assisting this region’s recovery efforts. It is also providing donations of food to Meals on Wheels, potable water to World Central Kitchen and cold-weather supplies to the Asheville Buncombe Community Christian Ministry.
A spokesperson for IHG added that assistance can also come in the form of making a guest’s life more convenient—whether that guest is a paying visitor, first-responder, or displaced employee or area resident.
“During this storm period, IHG is requiring all hotels in [areas impacted by the hurricane] to welcome pets free-of-charge, regardless of standard policy,” the spokesperson said. “Additionally, all hotels in these same areas are required to waive cancellation fees for guests wishing to make changes to their reservations during this time.”
One item that can often be overlooked in times of crisis is art. To some, this is simply a pastime. But to others, it’s their escape, if not their livelihood. That’s why Hatteras Sky has made space it owns in downtown Asheville available to displaced artists from the nearby River Arts District. The company is also in discussions with Atlanta venues to host artist pop-ups.
McDonald notes that the immediate threat from Helene may be gone, but many parts—and people—of North Carolina aren’t out of the woods yet.
“While some areas are in better shape, many families and businesses—especially in northern and western Watauga County—are still deeply affected,” she said. “What’s needed now is continued support, through monetary donations, volunteering and visiting local businesses to help the area recover economically when the time is right. The High Country community is strong, and we take care of each other.”
AHLA "Ready and Willing" to Assist Partner State Associations
"Across the South, numerous states are continuing to feel the devastating aftereffects of Hurricane Helene and Hurricane Milton," the American Hotel and Lodging Association said in a message sent to members on Tuesday. "AHLA is ready and willing to assist all our partner state associations, who are working tirelessly to provide member support and disaster resources during this difficult time. For awareness, please find below links for each partner state and how you can assist in their relief and recovery efforts in the weeks and months ahead... AHLA will continue to engage and support our state partners in their rebuilding and recovery efforts."
Florida Restaurant and Lodging Association
FRLA’s Disaster Relief Fund is set to help restaurants and lodging establishments to recover, repair, and re-open and to support employees who are financially needy or distressed from the impacts of the Hurricane Helene. That link can be found here.
A link to FRLA’s Disaster and Emergency Resources Page can be found here.
Please click here to read the Florida Restaurant and Lodging’s press release highlighting the collaborative effort with Governor DeSantis office and others to reduce hotel costs for Hurricane Milton evacuees.
Georgia Hotel and Lodging Association
GHLA’s Disaster Relief page, which includes vital information for hotel employees, managers, and owners, can be found here.
North Carolina Restaurant and Lodging Association
Please click here to find NCRLA’s comprehensive Hurricane Helene dedicated website with resources for those impacted, along with ways to reach out and help.
A direct link to NCRLA’s donation resources, which includes the NC Disaster Relief Fund and the NC Hospitality Workers Relief Fund, among others, can be found here.
South Carolina Restaurant and Lodging Association
A page with extensive disaster information, resources, and ways to donate to the South Carolina hospitality industry can be found here.
Please click here to donate directly to the SC Hospitality Disaster Relief Fund, which was created to assist the state’s hospitality employees in the wake of a natural disaster.
Tennessee Hospitality and Tourism Association
Please click here to find the most updated TEMA information regarding ongoing rescue and recovery efforts, along with information about donation platforms.
Please click here to give to the East Tennessee Foundation, supporting the state's counties that have been most severely impacted in the state by Hurricane Helene.
Original article can be found here: https://www.hotelmanagement.net/business-strategy/ahla-urges-congress-move-important-hotel-legislation
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