Swain County Tourism Development Authority Grant Application

1) A description of the project/event, including why/how it is relevant to tourism and how it will primarily attract the overnight visitor.

The Great Smoky Mountains Music Train is a new, immersive live music experience debuting June 5–6 in Bryson City, North Carolina. Over two evenings, approximately 1,000 attendees will travel to Bryson City to board the historic Great Smoky Mountains Railroad for a three-hour journey through the Nantahala Gorge. During the ride, guests will experience six live musical performances staged in separate vintage railcars, with the freedom to move between cars, enjoy onboard bar service, and take in scenic views of the Nantahala River and Fontana Lake. This one-of-a-kind event blends live entertainment, heritage rail travel, and the natural beauty of the region into a uniquely compelling tourism experience.

The event is specifically designed to attract overnight visitors and drive multi-day stays in Swain County. Based on SBG Productions’ 14-year track record operating the Durango Blues Train in Colorado, there is a strong and consistent pattern of out-of-market attendees traveling from regional drive markets and booking two- to three-night stays around the event. A similar visitation trend is anticipated for the Great Smoky Mountains Music Train, with guests expected from key Southeastern markets such as Asheville, Atlanta, Charlotte, and Knoxville. The evening schedule further encourages overnight lodging, as most attendees are unlikely to return home the same night.

Positioned as a “weekend destination experience,” the event encourages visitors to extend their stay beyond the train ride. Attendees are expected to engage fully with Bryson City’s tourism economy by booking local accommodations, dining in restaurants, visiting breweries, shopping, and exploring the area’s outdoor recreation offerings. This broader engagement amplifies the event’s economic impact and strengthens its role as a regional tourism driver.

A comprehensive marketing strategy supports this goal, with a strong focus on attracting overnight visitors from outside Swain County. Efforts include targeted digital campaigns, traditional and grassroots advertising, strategic partnerships, and earned media initiatives. In its first year, the event will also host key media and influencers to generate awareness and showcase both the Music Train and Bryson City as a premier travel destination.

As demand grows, the Great Smoky Mountains Music Train is designed to expand in both capacity and frequency—adding additional nights and weekends to create a recurring, scalable tourism asset. With support from Swain County, the event will accelerate its ability to draw overnight visitors, fill local lodging, and generate sustained economic activity for area businesses. Ultimately, this initiative is envisioned not just as a single event, but as the foundation for a long-term partnership and a signature tourism attraction for Bryson City.

2) A description of the marketing efforts that will be carried out in promotion by the tourism partner.

The marketing strategy for the Great Smoky Mountains Music Train is a targeted, data-driven campaign designed to efficiently reach high-value audiences and convert overnight visitors from key regional drive markets to Bryson City. The approach also incorporates strategic advertising partnerships, grassroots initiatives such as poster campaigns, and earned media outreach. Together, these efforts are designed not only to drive ridership and visitation in the first year, but also to build long-term awareness and sustained buzz for the event in the years ahead.2) A description of the marketing efforts that will be carried out in promotion by the tourism partner.

The marketing strategy for the Great Smoky Mountains Music Train is a targeted, data-driven campaign designed to efficiently reach high-value audiences and convert overnight visitors from key regional drive markets to Bryson City. The approach also incorporates strategic advertising partnerships, grassroots initiatives such as poster campaigns, and earned media outreach. Together, these efforts are designed not only to drive ridership and visitation in the first year, but also to build long-term awareness and sustained buzz for the event in the years ahead.

Digital Marketing Strategy

With approximately 70 days of promotion leading up to the event, the campaign is structured around key ticketing milestones, including tiered pricing deadlines and a final “last chance” booking window. These moments will anchor increased media spend and urgency-driven messaging to maximize conversions.

The paid media plan includes a total investment of $6,000, strategically allocated across Meta (Facebook and Instagram) and search engine marketing (SEM). A $4,000 Meta campaign will run from May 1 through June 1, focusing on the final sales push. These campaigns will directly target users within key regional markets, including Greenville-Spartanburg-Anderson, Asheville, Charlotte, Atlanta, Chattanooga, the Piedmont Triad, and Knoxville. Audience targeting will leverage the Front Gate Tickets Festival Affinity Database, reaching over 400,000 potential fans with demonstrated interest in festivals, concerts, and experiential events. In addition, lookalike audiences and retargeting efforts will engage users who have previously visited the event website or interacted with social content, increasing conversion efficiency.

Search Engine Marketing (SEM) will account for $2,000 and will run throughout the full sales cycle. This campaign will capture high-intent users actively searching for relevant experiences, including live music events, train excursions, and Smoky Mountains travel. A mix of branded and unbranded keywords will ensure visibility at multiple stages of the decision-making process.

All paid media efforts will be geographically targeted to primary drive markets with strong potential for overnight visitation, including Asheville, Atlanta, Charlotte, Greenville-Spartanburg, Knoxville, Chattanooga, and the Piedmont Triad region. These markets are within a convenient driving distance to Bryson City and are known to generate overnight leisure travel.

Grass Roots Marketing Efforts

In addition to digital efforts, a grassroots “street team” campaign will support on-the-ground awareness in key urban markets. With a budget of $2,000 allocated to printing, shipping, and labor, teams will distribute posters and flyers in Atlanta, Greenville, and Knoxville. This effort is designed to reach highly engaged music audiences in targeted neighborhoods and venues, reinforcing digital messaging and driving ticket sales from core feeder markets.

Original Content & Email Marketing

Organic and content-driven marketing will complement paid and grassroots efforts. The campaign will maintain an active presence across social platforms including Instagram, Facebook, TikTok, YouTube, and X, with a focus on video content showcasing the onboard experience, scenic setting, and artist lineup. We will also collaborate with performing artists to create and share co-branded content that extends reach into their fan bases. Additionally, purpose built campaigns will be created to showcase Bryson City as a great destination for a trip. These campaigns are an opportune moment for the tourism board to collaborate with the event on destination messaging.

  • Bryson City Content Campaign - a dedicated “Bryson City Guide” highlighting tourism efforts, including:

    • A comprehensive blog post on the Great Smoky Mountains Music Train website

    • Recommendations for lodging, dining, shopping, and outdoor recreation

    • Promotion across social media channels and in an email newsletter

  • Trip Planning Integration

    • Featured placement on the Great Smoky Mountains Music Train lodging page as a trip-planning resource.

    • Lodging Page will be shared on social media and in email newsletters.

Email Newsletters

Email marketing will further support conversions through targeted campaigns to our existing customer database, promoting ticket availability, pricing deadlines, and travel planning. Messaging will consistently position the event as a multi-day destination experience to encourage overnight stays.

Radio

Radio promotions will further extend regional reach through strategic partnerships with stations in key markets. We will provide ticket giveaways and promotional packages to on-air personalities and DJs, encouraging listener engagement through contests and event mentions. These promotions generate high-frequency exposure, build credibility through trusted local voices, and incentivize travel by positioning the event as a must-win, must-attend experience.

Earned Media

Public relations and earned media will round out the campaign. We will distribute press releases, conduct outreach to regional media outlets, and engage music and travel influencers yielding articles.

Additionally, we will host select journalists and content creators at the event to generate authentic coverage that highlights both the Music Train and Bryson City as a destination supporting long-term event and destination awareness. Lodging costs and travel expenses for ideal journalists and content creators will be covered by the event. Members of the Bryson City Tourism Board and SCTDA will have the opportunity to interact with these individuals driving destination messaging.

3) Date, time, and location of the project/event

  • Date: June 5 & 6, 2026

  • Time: The Music Train is approximately 3 hours long round-trip. Boarding at the train depot at 6:30 pm. Departure time is at 7:00 pm sharp. Return time to the Depot is tentative at 10:00 pm. There is a 30 minute intermission break at the Nantahala Outdoor Center (NOC) at approximately 8:30 pm.

  • Location: Bryson City, North Carolina

4) A timeline including specific features of the project/event.

The Great Smoky Mountains Music Train follows a structured, multi-phase timeline encompassing planning, marketing, event execution, and post-event evaluation.

  • Planning & Development Phase (Fall 2025 – January 2026)

    Event development, partnership coordination with the Great Smoky Mountains Railroad, artist booking, and initial marketing asset creation were completed during this phase. The official event website launched on January 13, 2026, alongside a press release, email announcement, and the rollout of dedicated social media channels.

  • Launch Phase (February 2026)

    On February 10, 2026, the artist lineup was announced and tickets officially went on sale February 12. This milestone marked the beginning of full-scale promotional efforts, including paid media campaigns, email marketing, and public relations outreach..

  • Sustain Phase (February – April 2026)

    Current efforts are focused on maintaining momentum and building awareness across key regional markets. Marketing during this phase includes ongoing digital advertising, social media content, artist collaborations, and media outreach. Key sales milestones include the Tier 1 pricing deadline on March 31 and the transition to Tier 2 pricing on April 1, which are supported by targeted promotional pushes.

  • Final Promotion Phase (May 2026)

    Beginning May 1, the campaign will shift into a high-intensity “last chance” promotional period tied to the final ticket tier increase. Marketing efforts will emphasize urgency and drive final ticket sales, while also providing attendees with travel planning information to encourage overnight stays in Bryson City.

  • Event Execution (June 5–6, 2026)

    The event will take place over two evenings, with approximately 1,000 attendees traveling to Bryson City to participate. Each night will feature a three-hour music train experience with multiple live performances across vintage railcars. On-the-ground coordination will include guest services, onboard operations, and hosted media and influencer participation to generate real-time and post-event coverage.

  • Post-Event Phase (June – July 2026)

    Following the event, we will amplify earned media through press recaps, social content, and audience engagement. We will also evaluate attendance data, visitor origin markets, and economic impact to inform future growth and continued expansion of the event in Swain County. Following we will confirm and announce 2027 dates to lock in early trip planners. post-event coverage.

5) A budget summary, including the total cost, the specific funding request from SCTDA, any anticipated income from the project/event, and where other funds are coming from.

The total projected cost for the Great Smoky Mountain Music Train is $73,000 We are requesting $10,000 in funding from SCTDA to support event production and targeted marketing efforts that will drive overnight visitation and regional tourism. We expect the event to operate at a loss or break-even during its first few years, as we prioritize investment in building strong brand recognition and cultivating long-term partnerships within the local community.

Total Project Expenses: $73,000

Major expense categories include:

  • Production (sound, staging, staffing): $10,250

  • Regional Talent: $14,000

  • Train Rental Expense: $32,000

  • Marketing & Advertising: $13,000

  • Event Operations: $17,000

SCTDA Funding Request: $10,000

Requested funds will primarily support:

  • Regional and out-of-market marketing campaigns

  • Digital advertising targeting overnight visitors 

  • Promotional partnerships to expand audience reach 

  • Establishing event awareness in top Bryson City visitor markets - key to the events long term success with high upfront costs

Forecasted Gross Revenue:: $50,000-75,000

  • Ticket Sales: $50,000 - $71,000

  • Sponsorships & Partnerships: $4,000 (in-kind trade)

6) An indication of who is coordinating the project/event.

The Great Smoky Mountains Music Train is produced, marketed and coordinated by SBG Productions, Inc. SBG Productions, Inc. has a contracted partnership with the Great Smoky Mountains Railroad (operated by American Heritage Railways) in which a train is chartered, rented and paid for as a private expedition for the event. 

SBG Productions is a full-service event and festival production company with over 30 years of experience producing destination-driven music events that attract regional and national audiences. The company’s portfolio includes established events such as the Telluride Blues & Brews Festival, Telluride Jazz Festival, Durango Blues Train, Durango Bluegrass Train, and Telluride Gay Ski Week. This depth of experience ensures a high level of operational execution, marketing reach, and audience development.

Project coordination is led by a core team with defined roles across production, marketing, and partnerships:

  • Steve Gumble, President – Provides executive oversight, strategic direction, and partnership leadership

  • Courtney McClary Yug, Director of Operations – Leads event logistics, on-site execution, and coordination with the railroad and local partners

  • Jacob Bomersback, Director of Marketing – Oversees marketing strategy, paid media campaigns, audience development, and ticket sales initiatives

  • Patrick Shehan, Director of Partnerships – Manages sponsorships, partner relationships, and collaborative promotions and on-site execution

  • Marcus Smith, Operations – Supports event logistics, production coordination, and on-site execution

  • Grant Retterer, Operations & Marketing – Assists with both marketing implementation and operational support

  • Meredith Love, Local Operations Liaison - Recent hire will serve as the primary on-the-ground coordinator (based in Asheville, NC), supporting local logistics and communication with community partners.

In addition to internal coordination, SBG Productions will work closely with local tourism stakeholders, including lodging providers, restaurants, retailers, and outdoor recreation outfitters, to help position the event as a full weekend destination experience. This includes cross-promotional opportunities, visitor recommendations, and alignment with regional tourism messaging to encourage extended stays and increased visitor spending throughout Swain County.

This collaborative approach ensures the event is not only well-executed, but also fully integrated into the local tourism ecosystem, maximizing its economic impact for the community.

7) An indication of the benefits that will be provided to the SCTDA as a project/event sponsor.

Title

  • Explore Bryson City and SCTDA Presenting Partner of the Great Smoky Mountains Music Train

Pre-Event Benefits

  • Website Recognition

    • Explore Bryson City and/or SCTDA logo featured on the Great Smoky Mountains Music Train website Partners Page, with a hyperlink to a webpage of your choice.

  • Email Marketing Visibility

    • Logo placement in at least three email newsletter footers, each linked to your preferred webpage.

  • Social Media Announcement

    • Inclusion in a dedicated Facebook and Instagram post announcing the partnership.

  • Bryson City Content Campaign - A dedicated “Bryson City Guide” highlighting tourism efforts, including:

    • A comprehensive blog post on the Great Smoky Mountains Music Train website

    • Recommendations for lodging, dining, shopping, and outdoor recreation

    • Promotion across social media channels and in an email newsletter

  • Trip Planning Integration

    • Featured placement on the Great Smoky Mountains Music Train lodging page as a trip-planning resource.

    • Lodging Page will be shared on social media and in email newsletters. 

  • Content Access & Creation

    • Access to the official content package, including artist ad mats and original promotional materials

    • Option for curated, original content tailored to tourism board campaigns and website needs

  • Print Collateral (Optional) -  Availability of printed posters and handbills upon request.

During Event Benefits

  • On-Site Branding

    • Branding opportunities within event rail cars and at the event box office

    • Banner placements in rail cars (banners provided by SCTDA)

    • Distribution of destination handbills and flyers at the box office (collateral provided by SCTDA)

  • Media & Influencer Engagement

    • Introduction to attending media and influencers

    • Active outreach to secure key media across travel, tourism, and music sectors

    • Opportunity for Explore Bryson City and SCTDA representatives to engage directly and showcase the destination

  • Event Tickets

    • Up to 20 tickets for tourism board staff, board members, and local business guests

  • Content Sharing (Live)

    • Access to a live content folder with daily uploads of event photos and videos

    • Rights to use content across social media to promote the destination and event

Post-Event Benefits

  • Content Delivery

    • Professionally edited photos, videos, and additional assets for use on Explore Bryson City and/or SCTDA websites and marketing campaigns.

  • Social Media Recognition

    • Dedicated post thanking Explore Bryson City and/or SCTDA.

  • Recap Campaign Inclusion

    • Inclusion in the official event recap campaign on the Great Smoky Mountains Music Train website, with additional promotion via social media and email newsletter.

Contact Information

We welcome the opportunity to talk to you about this proposal directly. Please don’t hesitate to reach out with any questions, concerns or ideas. Thank you for taking the time to review! 

Jacob Bomersback | jacob@sbgproductions.com | 970-728-8037 x 106 

Patrick Shehan | patrick@sbgproductions.com | 970-728-8037 x 103