As we move into the summer season, we continue to be inspired by the resilience, innovation, and leadership of North Carolina’s hospitality industry. Across every corner of our state, restaurant and lodging operators are not only serving guests— they are strengthening communities, creating jobs, and driving our economy forward. At the North Carolina Restaurant and Lodging Association, we remain focused on ensuring your voice is heard at every level of government and throughout the industry.
This issue of At Your Service highlights several of the ways NCRLA is working on behalf of our members. From advocacy efforts in Raleigh and Washington, DC, to ongoing conversations surrounding workforce development, tourism, taxation, and industry regulations, our team continues to fight for policies that support hospitality businesses across North Carolina.
At the North Carolina Restaurant and Lodging Association, we remain focused on ensuring your voice is heard at every level of government and throughout the industry.”
You’ll also find an update on the 10th Annual NCRLA Chef Showdown, which continues to showcase the incredible culinary talent and agricultural partnerships that make North Carolina such a dynamic food destination. This issue also highlights the future of our industry through ProStart, as North Carolina students recently represented our state at the National ProStart Invitational in Baltimore with professionalism, creativity, and skill.
In addition, we are excited by the strong momentum surrounding NCRLA’s Hospitality Summit Series. These regional events are creating valuable opportunities for operators and industry leaders to connect, share ideas, and discuss the issues impacting hospitality businesses across the state.
As we look ahead, NCRLA is also developing the association’s 2027–2030 Strategic Plan. It builds upon our strong foundation while positioning the association and our members for continued growth and success in the years ahead.
Thank you for your continued support and engagement with NCRLA. Your involvement strengthens our association and helps ensure North Carolina’s hospitality industry remains one of the strongest and most vibrant in the country.
Vice President of Communications & Business Development CHRIS MACKEY
Vice President of Government Affairs
ISABEL VILLA-GARCIA
Vice President of Finance and Operations
SHELLY EUBANKS
Director of Membership NATALIE COX
Director of the NCRLA Foundation COURTNEY HAMM
Executive Assistant DANA TOBIN
Sales & Membership
CAROLINE BHATIA
Marketing and Events Coordinator
HOLLY FOLKER
Food Safety and Lodging Regulations Specialist
CAROLYN K. GRIFFIN
Editor
SHANNON FARLOW
Designer TRACIE EUBANK
BUSINESS OFFICE
222 North Person Street, Suite 210
Raleigh, NC 27601
Phone: (919) 844-0098
Website: NCRLA.org
For advertising and sponsorship inquiries, contact Chris Mackey, Vice President of Communications & Business Development, at cmackey@ncrla.org.
Allen Thomas NCRLA President & CEO
Sheri Erhart NCRLA Board Chair Sheri
Upcoming Events
Network with hospitality industry leaders at one of NCRLA’s upcoming events. Learn more at NCRLA.org
June 18
NCRLA Foundation Excellence in Education Awards Virtual July 21
NCRLA Foundation Board of Trustees Meeting 10–11 am Virtual
August 10
NCRLA AI Summit McKimmon Center, NCSU, Raleigh
August 17
Future of Hospitality Golf Tournament
8 am–3:30 pm Prestonwood Country Club, Cary
September 2
NCRLA Chef Showdown Grand Finale 6–8:30 pm Bay 7 at American Tobacco Campus, Durham
October 19
NCRLA Board of Directors Meeting
Offer your customers what they want...
October 19
Manteo to Murphy 5:30–9 pm The Pavilion at the Angus Barn, Raleigh
November 17
NCRLA Foundation Board of Trustees Meeting
Provide a menu that promotes N.C. products & supports N.C. Agriculture.
• Enhance the “locally sourced in N.C.” message on your menu.
• Identify N.C. ingredients on your menu.
• Feature & promote seasonal N.C. products.
• Align purchasing decisions with N.C. product availability.
For inspiration & resources contact Chad Blackwelder
Food Service Marketing Specialist
N.C. Department of Agriculture & Consumer Services Office 919-707-3150 • Cell 919-971-4352 • chad.blackwelder@ncagr.gov
NCRLA Chef Showdown
View the NCRLA Calendar
Succeeding on your terms takes more than ambition, talent, and hard work. It takes a partner that’s committed to helping you overcome all the complexities and challenges life throws at you.
Corporate Partners support the endeavors of the North Carolina Restaurant & Lodging Association in a variety of ways, including event sponsorships, advertising, and more. NCRLA thanks those who help make the association strong.
In Case You Missed It
North Carolina Industry Headlines
World Cup Action in North Carolina
Greensboro, Winston-Salem, and Charlotte served as home bases for participating 2026 FIFA World Cup national teams. NCRLA member Grandover Resort & Spa welcomed Norway’s national soccer team, hosting players and staff for several weeks while the team trained at UNC-Greensboro. In Winston-Salem, Germany trained at Wake Forest University and stayed at Graylyn Estate. Meanwhile, Charlotte hosted Scotland’s national team (pictured), adding to the state's World Cup excitement.
North Carolina Lands New International Routes
North Carolina’s global footprint is growing one flight at a time. At Raleigh-Durham International Airport, the highly anticipated launch of Aer Lingus nonstop service to Dublin marks a major milestone, reconnecting the Triangle directly to Europe five days a week. Meanwhile, expanded service to Frankfurt and increased routes to Canada signal sustained global interest in the region.
At Charlotte Douglas International Airport, Etihad Airways will introduce nonstop service to Abu Dhabi, opening a direct gateway to the Middle East and beyond. Seasonal service to Athens adds yet another international touchpoint, reinforcing Charlotte’s role as a global hub.
At Wilmington International Airport, new Caribbean routes are bringing sun-seeking travelers closer, with Avelo Airlines expanding access to destinations like Punta Cana and Montego Bay.
PGA Returns to the Blue Ridge
The Biltmore Championship in Asheville will make its debut September 17–20, joining the PGA TOUR’s FedExCup Fall schedule and marking the first PGA TOUR event in the Asheville area in more than 80 years. The tournament will be played at The Cliffs at Walnut Cove in Arden, a Jack Nicklaus Signature course known for its mountain views and challenging design. A four-year partnership between the PGA TOUR, Biltmore Estate, and Explore Asheville is behind the event, with the goal of showcasing Western North Carolina’s natural beauty while reintroducing professional golf to the region.
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NCRLA Foundation’s Annual Future of Hospitality Golf Classic
Monday, August 17, 2026 | Prestonwood Country Club in Cary
Proceeds help provide scholarships and education programs to prepare North Carolina’s next generation of hospitality professionals.
To
Advocating for Hospitality. Delivering for Members.
As the 2026 election season accelerates, North Carolina is once again at the center of the national political landscape. With a high-profile US Senate race between former Governor Roy Cooper and former RNC Chair Mike Whatley, the Tar Heel State is expected to play a major role in determining the balance of power in Washington.
At the state level, every seat on the Council of State and all 170 seats in the General Assembly are on the ballot, bringing significant leadership changes and new policy debates that will directly impact North Carolina businesses and communities.
New leadership will also reshape the North Carolina Senate following longtime Senate Leader Phil Berger’s loss in the Republican primary to Sam Page. The outcome marks a significant shift in state political leadership and is expected to influence the direction of policy discussions impacting North Carolina businesses and the hospitality industry in the years ahead.
Against this backdrop, supporting candidates who understand and champion the hospitality industry has never been more important.
Every day, NCRLA works to strengthen the voice and influence of North Carolina’s restaurant, lodging, and tourism industries. Through advocacy, relationship building, and grassroots engagement, NCRLA ensures hospitality
Your Voice Matters
NCRLA’s Isabel Villa-Garcia, Allen Thomas, and NCRLA members Tad Dolbier (Tar Heel Capital), and Chappell Phillips (Golden Corral) pause for a photo with Senator Thom Tillis during the National Restaurant Association’s Restaurants Act Public Affairs event in Washington, DC.
Vinay Patel of SREE Hotels, and Andrew Hopson, with the Inn on Biltmore Estate, joined fellow members of the NC delegation during the annual Hotels on the Hill in Washington, DC, where hospitality leaders met with federal lawmakers to discuss key issues affecting the lodging industry.
Government decisions impact virtually every aspect of hospitality from labor and taxes to alcohol policy, tourism funding, and food safety regulations. Supporting advocacy efforts and industry-friendly candidates helps protect the longterm strength of North Carolina’s restaurant and lodging industries.
Contributions to NCRLA’s PAC and Advocacy Fund help ensure the hospitality industry maintains a strong, unified voice on the issues that matter most to your business and employees. Attend an event. Stay engaged. Support advocacy efforts that protect and advance North Carolina hospitality.
businesses are represented clearly and consistently at every level of government.
Restaurants Act Public Affairs in Washington DC
In March, NCRLA leaders traveled to Washington, DC, for the 2026 Restaurants Act Public Affairs Conference, joining hospitality advocates from across the country to discuss key federal issues impacting operators.
NCRLA President & CEO Allen Thomas, and Vice President of Government Affairs Isabel Villa-Garcia, led a delegation to advocate for the industry to North Carolina’s congressional leaders.
Discussions focused on critical hospitality priorities, including lowering rising credit card swipe fees, comprehensive immigration reform, and support for the US-Mexico-Canada Trade Agreement.
Hotels on the Hill
NCRLA members also participated in the American Hotel & Lodging Association’s annual Hotels on the Hill advocacy event in May, meeting with federal lawmakers to advocate for passage of the American Franchise Act (H.R. 5267/S. 3525) to codify the joint employer standard, inclusion of the “Certified Seasonal Employer” provision to expand H-2B access, and reauthorization of the USMexico-Canada Agreement.
NCRLA PAC Donations
NCRLA Members Bring Hospitality’s Voice to Raleigh
NCRLA members gathered at The Merrimon-Wynne House for this year's Rally in Raleigh reception, bringing hospitality leaders and state lawmakers together for an evening of conversation, connection, and advocacy.
As one of NCRLA's signature legislative events, Rally in Raleigh gives members a front-row seat in the policymaking process, offering the opportunity to speak directly with elected officials about the issues shaping North Carolina's restaurant, lodging, tourism, and beverage industries.
SPECIAL THANKS TO OUR RALLY IN RALEIGH SPONSORS
Supporting Kitchen Guard • Victra Hospitality Capital Games
Friend Sponsors
DoorDash • Ecolab • US Foods
In Kind Sponsors
The Merrimon-Wynne House • ALSCO Linens • Rocky Top Catering
With lawmakers working through budget negotiations and considering key legislation, members highlighted the importance of preserving North Carolina's occupancy tax framework and ensuring tourism dollars continue to support destination marketing efforts.
Attendees also advocated for passage of the ABC Omnibus bill, including provisions to allow readyto-drink cocktails, and encouraged lawmakers to support a recurring state appropriation for North Carolina's ProStart program, which helps develop the hospitality workforce of tomorrow.
Of course, no hospitality gathering would be complete without great food. Guests enjoyed a variety of sweet and savory appetizers, along with barbecue sliders courtesy of Chandler Foods.
Thank you to the members, legislators, and industry partners who helped make Rally in Raleigh a success. Events like these strengthen relationships, elevate the industry's voice, and help ensure hospitality remains a priority at the General Assembly.
Isabel Villa-Garcia and NCRLA Board member Tom Pashley, President of Pinehurst Resort
Laurie Paolicelli, Executive Director of the Chapel Hill/Orange County Visitors Bureau and Rep. Renée Price (District 50)
Sen. Dan Blue with Allen Thomas, Horace Godwin, and Taboris Mackey from The Biscuit & The Bean
NCRLA President and CEO Allen Thomas and Golden Corral President and CEO Lance Trenary
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BIG IDEAS, CONNECTIONS BIGGER
NCRLA Summit Series Hits Its Stride Across the State
IDEAS, CONNECTIONS BIGGER
The North Carolina Restaurant & Lodging Association (NCRLA) Summit Series has continued to build strong momentum throughout the year, bringing hospitality leaders together across the state for meaningful conversation, connection, and collaboration.
The series launched in February on the Outer Banks, setting an energetic tone for the months ahead, and has since continued with well-attended sessions in Greensboro, Charlotte, and Asheville— each reinforcing the strength and resilience of North Carolina’s hospitality community.
As the series moves forward, anticipation is building for the upcoming AI Summit in Raleigh on August 10 at the McKimmon Center at NC State University.
This next installment will focus on how emerging technologies are shaping the future of the industry, while continuing the core purpose of the Summit Series: connecting members, sharing insights, and strengthening relationships across the state’s restaurant and lodging sector.
SET TO SIZZLE
2026 NCRLA Chef Showdown Heats Up
Get ready for one of North Carolina’s most thrilling culinary battles yet! The 10th annual NCRLA Chef Showdown, presented by Got to Be NC Agriculture, is officially underway, and it’s shaping up to be the most exciting competition to date.
The competition kicked off this year in May, and it continues through the summer, with a record number of competitors. Fifty-seven chefs, 11 pastry chefs, 17 mixologists, and 17 North Carolina distilleries from across the state are going head-to-head in a sizzling series of preliminary culinary and mixology competitions.
ON THE CULINARY SIDE
Chefs and pastry chefs each compete in one of the five preliminary rounds, crafting dishes and desserts that spotlight local North Carolina proteins, produce, and ingredients. Then, the highest-scoring chefs and the top-scoring pastry chefs will become semifinalists and advance to compete in one of two regional rounds of culinary competition.
Individual panels of expert judges, all North Carolina chefs and pastry chefs themselves, will evaluate preliminary round competitors on presentation, technique, taste, creativity, and best use of local flavors. Former Chef Showdown champions will sit at the Judges’ Table for the regional rounds of culinary competition.
In the end, the top 15 chefs and top five pastry chefs will become finalists and will compete for top honors at the September 2 Grand Finale.
COCKTAILS AND MOCKTAILS
Dairy Does More Awards
All competitors will be vying for one of four 2026 Dairy Does More Awards presented in each category for the best use of local cow’s milk dairy products in a savory dish, dessert, cocktail, and mocktail.
Meanwhile, North Carolina mixologists have partnered with local distilleries to make up 17 separate mixology/distillery teams for the 2026 season. Having completed the preliminary mixology rounds in June, a dozen teams will advance as semifinalists.
We look forward to two spirited regional rounds of mixology competitions coming up in August. Each mixologist will create a competition cocktail, featuring the spirits of their partner distillery, and a competition mocktail, celebrating creativity without the kick. All of the drinks will feature locally sourced ingredients.
Only six of these teams will shake and stir their way to an invitation to compete in the September 2 Grand Finale, where they will join the 20 culinary finalists, each vying for the 2026 top titles, which include:
• NCRLA Chef of the Year
• NCRLA Distillery of the Year
• NCRLA Pastry Chef of the Year
• NCRLA Mocktail of the Year
• NCRLA Mixologist of the Year
It all culminates at the Grand Finale in Durham, where the top chefs, pastry chefs, and mixologists will recreate their dishes and drinks for the public to taste and vote on to determine The People’s Choice Honors, powered by Sysco
The Grand Finale is open to the public and is expected to sell out!
Call your foodie friends, save the date, and get your tickets now. Don’t wait—it’s a hot ticket, a great way to kick off your Labor Day weekend, and the best evening of eating and drinking locally you’ll experience all year.
Bay 7 at the American Tobacco Campus, Durham, NC
Wednesday, September 2 • 6–8:30 pm
Tickets are on sale now at NCChefShowdown.com.
Follow along with all the fun, action, and accolades at @ncrlachefshowdown and @ncrla on Instagram and Facebook.
Thank You to Our Sponsors
Presenting Sponsor:
NC Department of Agriculture–Got To Be NC
Pinnacle Sponsor: Cheney Brothers
Dairy Does More Sponsor: The Dairy Alliance
Chef Sponsor: US Foods
People’s Choice Awards: Powered by Sysco
Sip & Swirl Sponsor: NC Wine & Grape Council
Sanitation Sponsor: Ecolab
Official Spice Sponsor: Spicewalla
Born in the Carolinas Sponsor: Pepsi
Old North State Sponsors: Gordon Foods
Visit Raleigh
Provisions Sponsor: Martin’s Distribution
Eat & Drink Local Sponsor: Charlotte Regional Visitors Authority
Hospitality Sponsors:
Visit Pinehurst, Southern Pines, Aberdeen
Culinary Sponsors: NC Crystal Coast
Tidewater Grain Company
Visit Greenville
Goodnight Brothers
Remedy Cocktail Company
Patron Sponsors:
Miso Master / Great Eastern Sun
Visit Wilmington & Beaches
Friends of Chef Showdown: Butterball
DoorDash
Prudential Uniforms
Sea Love Sea Salt
THE
NCRLA CHEF SHOWDOWN
68 Chefs (57 Savory Chefs + 11 Pastry Chefs) Total Competitors 17 Mixologist and Local Distillery Pairs
11 ROUNDS OF COMPETITION
CULINA RY MIXOLO GY
FIVE PRELIMINARY ROUNDS:
• Carteret Community College
Morehead City
• Central Piedmont Community College
Charlotte
• Wake Tech Community College School of Baking & Pastry Arts
Raleigh
• Sandhills Community College
Pinehurst
• AB Tech Community College
Asheville
TWO SEMIFINAL REGIONALS:
• Wake Tech Community College School of Baking & Pastry Arts
• Central Piedmont Community College
FINALISTS WILL COMPETE AT THE GRAND FINALE.
First and second place Chef of the Year, Pastry Chef of the Year, and Mixologist of the Year winners will join the prestigious 2026–2027 Got To Be NC team of Culinary and Beverage Ambassadors.
TWO PRELIMINARY ROUNDS:
• The Hackney, Washington
• Merle’s Cocktail Bar, Wilkesboro
TWO SEMIFINAL REGIONALS:
• End of Days Distillery, Wilmington
Marriott Charlotte City Center, Charlotte
GRAND FINALE: SEPTEMBER 2, 2026
6–8:30 PM
BAY 7 AT THE AMERICAN TOBACCO CAMPUS IN DURHAM
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North Carolina Students Shine on Hospitality’s National Stage
North Carolina’s future hospitality leaders were in the spotlight at the 2026 National ProStart Invitational (NPSI), held April 24–26 in Baltimore, where more than 400 students from 47 states and the District of Columbia competed in the nation’s premier secondary school culinary arts and restaurant management competition.
Representing the Tar Heel State were the culinary team from the Eastern North Carolina Regional Skills Center in Jacksonville and the management team from Asheville High School, both showcasing their talent, professionalism, and creativity in front of industry leaders, educators, and hospitality executives from across the country.
Hosted by the National Restaurant Association Educational Foundation’s ProStart program, the competition gives students hands-on experience in culinary arts and restaurant management while opening doors to scholarships and career opportunities in hospitality. Golden Corral executives Lance Trenary, Shelley Wolford, and Trona Balkissoon were also on hand to support North Carolina’s student competitors as they represented the state on the national stage.
Don’t miss out! Take advantage of $0 to start by scanning the QR code.
NCRLA Preferred Providers & Partners
Take advantage of these membership perks from NCRLA's partners.
Delivery & Technology Solutions
DoorDash is a technology company that connects people with the best in their cities.
Cloud-based platform empowers your active team with voice technology, safety, and data.
Credit Card, Payroll, and Point-of-Sale
Credit card and payroll processing.
Streamline operations, accelerate growth, and provide guests with a first-class experience, in-house or online.
Cloud-based restaurant management platform that integrates point-of-sale, online ordering, payroll, and team management into one system.
Certifications & Training
Foodservice & Beverage
Butterball Foodservice offers chefs superior turkey products and exceptional customer service.
Got To Be NC is a proud partner of NCRLA to connect chefs and restaurants to local products to continue to diversify, innovate, and strengthen NC's food and agriculture businesses.
Pepsi Bottling Ventures is the largest independent Pepsi-Cola bottler in the nation, operating 12 production and distribution sites in NC. As NCRLA’s Born in the Carolina’s partner, they can help fill your beverage needs.
A leading food distributor and supplier, Performance Foodservice provides quality products, innovative technology, and custom solutions to culinary partners.
AHLEI provides a range of resources, including online learning, professional certification, and educational materials for the hospitality industry.
Workforce development and training for the hospitality leaders of tomorrow.
Elevate your restaurant's success with exclusive savings on insights, tools, and training for NCRLA members.
NCRLA members receive 20% off ServSafe trainings and certifications.
Shelton Vineyards remains one of the largest vineyards on the East Coast, serving as a new agricultural resource for an area once dependent on tobacco farming.
Sysco is the global leader in selling, marketing, and distributing food products to restaurants, lodging establishments, and other customers who prepare meals away from home.
US Foods provides customers with innovative food offerings, culinary equipment, and a comprehensive suite of e-commerce, technology, and business solutions to help increase your bottom line.
Specializing in Alcohol Legal Issues.
Experts in North Carolina retail, restaurant, and hospitality law.
Legal guidance for hospitality employers, from compliance to claims defense.
Entertainment & Music Licensing
BMI makes it simple to use music in your bar, restaurant, or brewery. Save up to 20% on annual fees.
As North Carolina's amusement industry leader, Capital Games is at the forefront of the exciting Video Lottery Terminal (VLT) market.
Hotel Performance Data
Global data benchmarking, analytics, & marketplace insights.
Cleaning & Sanitation Suppliers
Provides cleaning and sanitation products and services to businesses in foodservice, food processing, and hospitality.
Cleaner, safer commercial kitchens are their mission.
Marketing & Communications
Helping clients in the hospitality industry take their stories to the next level.
Liquor Liability
If your business sells liquor, it’s best to play it safe. NCRLA members save up to 15% on your Liquor Liability Policy and 5% on your Business Owner Policy.
Insurance, Risk, & Employee Benefits
We partnered with Decisely to bring you the NCRLA Benefits Center—healthcare solutions exclusively for NCRLA members, their families, and staff.
Affordable benefits and services that help you save and retain top talent.
Insurance People of NC will assess your situation and develop a comprehensive, cost-effective solution that fits your needs.
Marsh McLennan Agency (MMA) provides business insurance, employee benefits, retirement, and private client solutions through over 15,000 colleagues and 300+ offices across the U.S. and Canada, combining personalized service with the global resources of Marsh McLennan.
Independent risk, benefits, and safety solutions tailored to your business.
Tailor-made health plans for your business.
Tax Credits & Lending Solutions
Adesso help you with lending solutions, Tip Tax Credit eligibility, and FFCRA tax credits for self-employed individuals.
Utilities & Energy Solutions
Everything you need to know about energy savings and information regarding energy service for your business.
Telecommunications & Business Technology
The largest exclusive authorized retail partner for Verizon in the US, Victra provides small-to-medium businesses with tailored wireless solutions, flexible connectivity plans, and dedicated local support.
Member Moments
Proudly Recognizing North Carolina’s Hospitality Leaders
Six North Carolina Restaurants Recognized by Forbes
Forbes has been rating and reviewing North Carolina restaurants and hotels for years. Similar to the Michelin Guide, Forbes Travel Guide honors its winners with star ratings and recommendations, spotlighting destinations travelers should consider for luxury experiences.
This year, six North Carolina restaurants earned Forbes ratings:
• Herons in Cary
• Fairview Dining Room in Durham
• The Fearrington House Restaurant in Pittsboro
• The Dining Room at Inn on Biltmore Estate in Asheville
• Gallery Restaurant in Charlotte
• Madison’s Restaurant and Wine Garden in Highlands
Asheville’s River Arts District Ranked No. 1 by USA Today
In a powerful comeback story, Asheville’s River Arts District has been named the top arts district in the country by USA Today readers. The honor comes after months of rebuilding following significant damage from Hurricane Helene, with artists and businesses working tirelessly to restore both their spaces and the district’s reputation. While challenges remain—including fewer visitors and lingering misconceptions—the recognition is helping shine a spotlight on the community’s progress. Today, the district stands as a testament to resilience, with local artists more united than ever and optimistic about what comes next.
Sup Dogs Makes It Happen in Greenville
What started as a 25-person parking lot gathering has grown into one of Greenville’s signature entertainment events, as Sup Dogs’ Doggie Jams brought nearly 5,000 music fans to Five Points Plaza. The 2026 festival, headlined by hip-hop artist A Boogie Wit Da Hoodie and co-headlined by DJ duo TWINSICK, with Country Night opening the show, transformed downtown into a highenergy celebration of music and community. Hosted in partnership with the City of Greenville and the Downtown Greenville Partnership, the event delivered a major economic boost, with surrounding businesses reporting increased traffic and streets filled with visitors. Proceeds from Doggie Jams were donated back to the Downtown Greenville Partnership (DGP), reinforcing Sup Dogs’ commitment to giving back while elevating Greenville as a regional entertainment destination.
Madison’s Restaurant and Wine Garden
Did You Know?
Hospitality Industry News Bites
NC Tourism Hits Record $37.2 Billion in 2025
North Carolina’s tourism economy reached a new milestone in 2025, with visitors spending a record-breaking $37.2 billion on travel across the state—surpassing the previous high of $36.7 billion set in 2024. Governor Josh Stein announced the new figures during the National Travel and Tourism Week, highlighting the continued strength and economic impact of the hospitality and tourism industries statewide.
Domestic travelers accounted for $36.1 billion in spending, an increase of 1.5% over the previous year, while international visitor spending totaled $1.1 billion. Visitor activity also generated more than $4.7 billion in federal, state, and local tax revenue in 2025, including nearly $1.4 billion in state tax receipts and more than $1.3 billion in local taxes. The latest numbers reinforce tourism’s role as one of North Carolina’s leading economic drivers and a major contributor to jobs and community investment across the state.
Michelin Phases Out Green Star Recognition
Michelin announced that it is retiring its Green Star designation, the sustainability-focused recognition introduced in 2020 to spotlight restaurants demonstrating exceptional environmental stewardship. The Green Star will be replaced by Mindful Voices, a new editorial platform that will highlight chefs, restaurateurs, hoteliers, and other hospitality professionals advancing sustainability and innovation.
Unlike the Green Star, Mindful Voices will not function as an award or rating. Instead, Michelin plans to use the initiative to share stories and best practices from industry leaders committed to responsible operations and environmental impact.
The change is particularly noteworthy for North Carolina, where two restaurants earned Green Stars in Michelin's inaugural American South Guide: Counter in Charlotte and Luminosa in Asheville. Both establishments were recognized for their commitment to local sourcing, waste reduction, and sustainable business practices.
Luminosa
Regulars Can Drive Your Business
A small group of guests can drive an outsized share of your order volume. Recent Toast data suggests that just 7% of a restaurant’s guest base—your multi-visit regulars—can generate up to 50% of total order volume. But turning a first-time diner into a lifelong regular takes more than excellent food. Recognition may be a bigger factor than most operators realize.
In a survey of 1,500 US diners, 48% said simply being remembered by staff is what makes them feel most valued. That’s more than double the 22% who prioritize a traditional points-based reward.
GLP-1 Use Expected to Grow
According to a recent consumer survey conducted by the National Restaurant Association, roughly one in eight adults are currently taking some form of GLP-1 medication, and that is expected to rise significantly in the months and years ahead. Growing affordability and expanded insurance coverage are likely to accelerate adoption.
In fact, 29% of adults who are not currently using a GLP-1 say they would consider doing so if it were more accessible and cost-effective. If those intentions translate into behavior, as many as four in 10 adults could eventually be on a GLP-1 medication.
Hotels Adapt to Longer Stays
Longer stays are reshaping the hotel industry, with apartmentstyle and extended-stay models quickly moving from niche to mainstream. Travelers are blending business and leisure, working remotely, and prioritizing space and flexibility—driving demand beyond the traditional overnight stay. In response, major brands like Marriott International, Hilton, and IHG Hotels & Resorts are expanding portfolios built around these evolving guest expectations. The shift is also showing up in development pipelines, where extended-stay properties now account for a significant share of new hotel construction, particularly in the US. With more predictable occupancy, lower operating costs, and strong guest appeal, apartment-style hotels are emerging as one of the industry’s most resilient and fast-growing segments.
