HICKORY, NC (March 18, 2026) — Visit Hickory, in collaboration with the Lenoir City Tourism Development Authority (TDA) (Visit Lenoir), is proud to announce the success of a custom T-shirt printing fundraiser held during the 2025 Visit NC Tourism Conference, benefiting the North Carolina Restaurant & Lodging Association’s (NCRLA) Hospitality Workers Relief Fund.
When Hickory hosted the Visit NC Tourism Conference last year—just six months after Hurricane Helene devastated communities across Western North Carolina—Visit Hickory, with the generous sponsorship of the Lenoir City TDA, hosted a live T-shirt printing station as a conference fundraiser. The activation supported Western North Carolina recovery efforts and hospitality workers impacted by the storm.
The interactive T-shirt Station appeared at key moments throughout the conference, including the opening night reception at Cranford Brothers BBQ and City Walk Brewing, hosted by Visit Hickory, as well as during the conference schedule at the Hickory Metro Convention Center. Attendees were invited to live-print and take home a custom-designed T-shirt as a unique conference keepsake, with all donations going directly to the relief fund.
The exclusive shirt design—featuring a mountain range with the word “ResilieNCe” in bold, strong lettering—was created by Luquire, a Charlotte-based marketing, advertising, and public relations agency known for its compelling creative work. The design celebrated both the resilience of Western North Carolina communities and the strength of the state’s tourism and hospitality industry.
Through the T-shirt fundraiser, conference attendees raised more than $3,700. Visit Hickory proudly contributed additional funds, bringing the total donation to $5,000. The total amount was officially announced at the 2026 Visit NC Tourism Conference in Asheville—a meaningful return to the North Carolina mountains following the region’s significant impact from Hurricane Helene.
“It was truly an honor for Hickory to host the Visit NC Tourism Conference in 2025,” said Sarah Jones, Vice President of Sales, Marketing & Tourism Development at Visit Hickory. “The live T-shirt printing station was a meaningful way for our industry to support North Carolina’s hospitality community, as many in Western North Carolina continued recovering from Hurricane Helene. As we gather in Asheville this year, that support feels even more significant. Our industry is resilient, our mountain communities are resilient, and we are proud to stand with them—now and moving forward.”
The NCRLA Hospitality Workers Relief Fund provides direct assistance to hospitality workers affected by natural disasters and other crises, helping them recover and continue serving the communities they call home.
About Visit Hickory: Visit Hickory is the official destination marketing organization for Hickory, NC. Dedicated to promoting the community’s rich history, vibrant culture, and scenic beauty, Visit Hickory connects travelers with unforgettable experiences in the heart of Catawba County. The Mission of the HCTDA is to market and enhance the economy of the Hickory Metro by promoting a dynamic destination with sports, conventions, events, and leisure travel. For more information, visit www.visithickorync.com.
For more information about the Hospitality Workers Relief Fund, visit https://www.ncrla.org/foundation/nc-hospitality-workers-relief-fund/
Media Contact:
Sarah Jones
Vice President of Sales, Marketing & Tourism Development
Visit Hickory
(828) 322-1335
Sarah@visithickorync.com
