Downtown Chapel Hill sees over 1 million person increase in visitation, recovers after COVID-19
Downtown Chapel Hill had over 9 million visitors in 2022 — an increase of over 1.6 million from the last year — according to the Chapel Hill Downtown Partnership.
Following decreased numbers from the COVID-19 pandemic, the highest visitation day was April 5 — overlapping with UNC's run in the Final Four.
Numbers are expected to increase in 2023, according to Matt Gladdek, executive director of the CHDP. He said the increase was consequential of many different factors, including UNC sporting events and students returning to classes after breaks.
“You know, I think that it's a broad mix,” Gladdek said. "I would like to think that more visitors coming downtown during the pandemic helped to change people's perceptions of downtown.”
Additionally, downtown improvements in Chapel Hill that took place during the pandemic, such as expanding downtown sidewalks and adding outside seating for restaurants, contributed to the higher numbers, according to Gladdek.
“I think specifically for our downtown businesses, these numbers matter, because when you come downtown, you're more likely to spend a little money and support a local business,” Gladdek said. "That helps our businesses stay open and hire more people, and that makes downtown more attractive when you've got local businesses doing well.”
With numbers expected to continue rising, Dwight Bassett, director of Economic Development and Parking Services for the Town of Chapel Hill said his department is continuing to address current issues like parking, traffic safety and public restrooms.
Bassett said restrooms in Wallace Parking Deck are now open 24 hours a day and a new parking garage downtown will also have restrooms available at its east entrance.
With people driving into downtown and more visitors expected to come in, Bassett said the Chapel Hill Parking Services Department is also going to have to consider how it will manage Chapel Hill's parking resources.
“That's certainly going to affect our policy because we're seeking to be more multimodal, and it's a general balance between keeping economic vitality as we make that transition to be more multimodal in our thinking for downtown,” Bassett said.
Bassett said safety is always a concern. As a result, the department is conducting a study to learn how to better balance cars, buses, bikes and pedestrians on the street. The study will also start to gather baseline information for a streetscape enhancement plan to better improve visitors' perceptions of downtown Chapel Hill.
“The real goal of those two studies is to increase the feeling of economic vitality downtown and make sure we're incredibly welcoming on our sidewalks and our crosswalks and things of that sort so it's a much better experience downtown,” Bassett said.
According to the Carolina Coffee Shop's Front of House Manager Oszin Gonzalez,the visitation has impacted business in a positive way.
Carolina Coffee Shop opened its neighboring cafe, 1922, in 2022 and has seen its business's growth increase as a result, Gonzalez said.
He added that since COVID-19, people have been going out to eat more which has helped their business. 1922 has allowed them to serve students or visitors getting coffee when Carolina Coffee Shop is closed.
By expanding its business, Gonzalez said Carolina Coffee Shop is hoping to increase its hours to serve dinner in 2023.
“I believe that we're going to continue to grow," Gonzalez said.
CHDP is going to continue to gain a better understanding of where and why the numbers fluctuate. Gladdek said he hopes to build off of both their successes and misses.
“I think both the Town and our organization have changed a lot of our programming downtown and our hope is that trying to listen to the community's needs and desires for programming is helping people rediscover downtown,” Gladdek said.

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.








