On September 29, 2024, Chimney Rock mayor Peter O’Leary returned to what remained of a town hit by a 30-foot wall of water brought on by Hurricane Helene. “It was very difficult to come in two days after the flood and see the building destroyed and all of our merchandise washed away,” O’Leary said. He noted that he was fortunate that at least one of his buildings remained standing.
Others weren’t as lucky. O’Leary recalled business owners returning to find nothing left. “The building’s gone — everything in it’s gone,” he said. “Their whole life is just washed away.”
The flood destroyed 45 buildings, including nearly a third of the town’s businesses. Most business owners lacked flood insurance, leaving many with no option but to leave in the aftermath.
After the flood, Chimney Rock was largely inaccessible. The main road into town had been washed away, forcing recovery crews to enter on foot before temporary roads could be built. For the following months, crews worked on debris removal and utility repairs. With access now available, many residents and businesses returned, though others were left deciding whether rebuilding was possible at all.
Since then, the town adopted a long-term recovery plan called Raise the Rock. Developed with outside planners and local officials, the plan aims to redesign Chimney Rock with future flood risk in mind.
As part of broader recovery efforts across Western North Carolina, Dr. Matt Fox, Director of Social and Sustainable Innovation and Entrepreneurship at North Carolina State University, spent time in the region at the start of 2025 identifying needs related to innovation and entrepreneurship. Knowing his program could not support every community on its own, he reached out to other colleges and universities across the state, including Davidson.
“As part of a larger initiative started by Dr. Fox, the Davidson College Consulting Group is working with small businesses in Chimney Rock,” said Amy Tirpak, the consulting operations manager at the Hurt Hub. She emphasized that Davidson’s involvement is part of a broader effort, with students from Campbell University, Wake Forest, and East Carolina University also working across Western North Carolina.
The Davidson College Consulting Group is a program managed by the Jay Hurt Hub for Innovation and Entrepreneurship and is made up of about 30 students who take on short-term projects for startups and small businesses. Services include website creation, market research, data analysis, graphic design, and other digital services.
This past fall semester the group completed seven projects for businesses in Chimney Rock, including market research, data analysis, website creation, website performance audits, brand voice development, and the creation of a retail product line. One project analyzed visitor data from Chimney Rock State Park to better understand who was visiting after the town reopened last summer. The findings helped inform marketing campaigns coordinated with the county tourism board.
Building on that work, the group will complete four additional projects this spring, including financial modeling, data analysis, growth strategy, and website creation.
To better understand the needs of the businesses they were supporting, students traveled to Chimney Rock. Entering the town, foundations had been wiped away and piles of rubble were scattered across the riverbank. In spite of the destruction, shops were open, and visitors stopped for lunch at the local smokehouse. Now, over a year after the flood, the town carried a sense of normalcy.
During the visit, students met with business owners, listening to their stories and learning how they had been trying to get back on their feet.
“I thought it was important for us to see the devastation in person,” said Tirpak. She noted that while images and videos circulate online, it’s different when you’re actually standing at the edge of a drop-off where a building once stood. “When you’re face to face with a business owner who’s lost everything, it’s different than just reading about it in an article.”
Mayor Peter O’Leary welcomed the partnership. “It’s very encouraging to see universities and colleges like Davidson reach out and offer their assistance,” he said. “We don’t need people to come in and do the labor, but a lot of us need help with marketing, with internet, and strategic planning.”
Sixteen months after the flood, Chimney Rock is hopeful and working toward full restoration in the years ahead. “It’s been hard trying to get motivated to rebuild and restart,” O’Leary said. “But we’ve had tremendous support from customers, people in the area, and people all over the country.”
Learn more about the Raise the Rock initiative here