Chapel Hill Marks High Foot Traffic Downtown in 2022, Outpacing Statewide Rates
As the calendar year comes to a close, it marks what’s widely regarded as the most “normal” year since the coronavirus pandemic began.
What did that mean for downtown foot traffic and tourism, as events started to pick up and people became more confident in public health? Some local experts report that for Chapel Hill, downtown numbers are outpacing not only surrounding communities but most of North Carolina.
While Chapel Hill is home for many in our community, the vast majority of those who visit Franklin Street or the edges of UNC campus qualify as visitors. Matt Gladdek with the Chapel Hill Downtown Partnership said his organization uses a data tracking company called Placer.ai to see how much foot traffic the downtown streets experience.
“We can take a look at where our visitors are coming from,” he said during the 2022 For’Em On The Hill. “Right now, about 80 percent of visitors to downtown are people that don’t live in that district or are not employees working there. Of those visitors, 50 percent of them are traveling from [more than] 50 miles away.
“So, we have a decent chunk of people that are here [year-round],” said Gladdek, “but we’re really bringing in a lot of people that come to visit Chapel Hill.”
Like all communities, Chapel Hill saw a significant drop in downtown activity during 2020. But Gladdek said locally, that traffic began to return sooner than many other places – and at a higher rate than before. Data from Placer.ai shows that this past summer, Chapel Hill outperformed its pre-pandemic retail chain and domestic tourism numbers compared to 2019. Gladdek said this most recent fiscal year, which finished this summer, not only marked a five-year high for foot traffic but also outpaced Durham’s recovery of pedestrians.
“Looking at our calendar year, we’re on track for 9.5 million visits downtown. That’s a really impressive number for only 85 acres that we have here. Huge thanks as we look at where our high visit [times] come from – those are our hotel visits and stuff like that around football and basketball [games]. So, thanks to UNC sports for being so good this year.”

But it’s not just the fact that people are staying in Chapel Hill once again: it’s that all those additional people are eating in town too. Laurie Paolicelli, the executive director of the Chapel Hill/Orange County Visitors Bureau – which opened its new location in downtown Chapel Hill this March — said of the nearly $195 million spent by tourists around the community in 2021, a large portion was at restaurants and bars.
“Tourism is such an important part of our food and beverage industry,” Paolicelli said. “Of that [money], 38 percent – or $73.9 million — went to food and beverage. A lot of times, people think that [money] is regenerated as just a vertical hotel industry. But when you travel, you pay your hotel bill once, but you pay that dinner tab, food and beverage, catering [over and over].”
As tourism largely drives the local economy, the Chapel Hill community continues to try and maintain a sustainable, year-round economy for its downtown. Paolicelli also said research into visitors’ most-asked questions or tendencies can highlight potential changes to do just that. She said one detail the county visitors bureau is looking to help improve is information and infrastructure for wheelchair accessibility around local businesses.
“Yes, you have to be ADA [compliant] to be open, but there are some variations to that. So, we’ve been surprised to by the increase in [requests of] information for wheelchair accessibility and exactly what that’s means. We’re spending a lot of resources right now to produce that after months of research.”
Paolicelli said the other major area of improvement needed: more racial diversity and equity in the local businesses around town.
“Some of our research has said, ‘It’s nice to see all the Carolina blue, but where’s the brown?’” she said. “So, that’s really a huge focus for us right now: working with diversity officers in all three towns and the county. Numbers-wise, we’re heading in the right direction. Ethos-wise, we’re learning and we’re adjusting accordingly.”
More of the Downtown Chapel Hill-Carrboro panel from the 2022 For’Em On The Hill series can be listened to here.








