The North Carolina Arboretum and Explore Asheville announced that more than $6.3 million in direct spending was generated as a result of the U.S. premiere of Thomas Dambo Trolls: A Field Study outdoor art exhibit during last year’s winter season. On their first North American excursion, twelve new whimsical troll sculptures explored the Arboretum, embarking on a curious journey to learn about humankind and generating significant winter visitation Nov. 15, 2025 through Feb. 17, 2026.
On the heels of Hurricane Helene, Explore Asheville met with The North Carolina Arboretum about potentially partnering with artist Thomas Dambo and learned of the new traveling Dambo exhibit. Together, Explore Asheville and the Arboretum worked with Thomas Dambo and Imagine Co. to secure the North American premier and second world stop for Thomas Dambo’s Trolls: A Field Study — with Explore Asheville as presenting sponsor.
Vic Isley, President & CEO for Explore Asheville and the Buncombe County tourism Development Authority shared, “We were a proud collaborator with The North Carolina Arboretum to bring the Trolls to our region, inspiring economic, emotional and environmental benefits for our community over the winter season.”
According to a report commissioned for Explore Asheville by Tourism Economics with assistance from The North Carolina Arboretum:
- 152,427 guests generated $6.35 million in direct spending.
- Food & beverage outlets in the area benefited from $2.6 million in spending, followed by lodging establishments at over $1.1 million, retail shops at roughly $1 million, entertainment venues at $905,000, and local transportation at $670,000.
- Visitors traveled from 49 states, D.C., Puerto Rico, the U.S. Virgin Islands, and abroad — filling traditionally slower winter months.
- The period saw the highest recorded attendance in the Arboretum’s 40-year history.
Arboretum Executive Director Drake Fowler said, “Thomas Dambo’s ‘Trolls, A Field Study,’ was an unprecedented success for The North Carolina Arboretum. We are so grateful for the participation and support of Explore Asheville and the Buncombe County Tourism Development Authority and were thrilled by the enthusiasm for this display and its ability to bring people back out into nature during a time when winter keeps a lot of folks indoors.”
ABOUT EXPLORE ASHEVILLE AND THE BUNCOMBE COUNTY TOURISM DEVELOPMENT AUTHORITY
Explore Asheville is the official destination marketing and management organization for one of the most deeply rooted and creative destinations in the mountains of western North Carolina. Explore Asheville is powered by the Buncombe County Tourism Development Authority, a public authority that has been investing in and building community since 1983. The authority has committed $108 million in grants to 55 community projects as well as more than $2.3 million in grants through the Always Asheville Fund to more than 500 small travel and hospitality businesses to reopen in the wake of Hurricane Helene.
ABOUT THE NORTH CAROLINA ARBORETUM
The North Carolina Arboretum boasts 434 acres of trails, forest, and cultivated gardens nestled in the Bent Creek Watershed of Pisgah National Forest. The North Carolina Arboretum is open year-round and is committed to inspiring connection through wonder knowledge and stewardship. Educational programs for children and adults, special events, and exhibits can be found at ncarboretum.org.
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