The City of Mt. Airy purchased an abandoned garment mill located two blocks from the downtown Main Street with the thought of redevelopment. With the Andy Griffith /Mayberry brand beginning to reach its peak life cycle, the City is seeking a new complementary brand as well as new market segments. Destination Services and Young Strategies were contracted to determine the market feasibility for a hotel and convention/meeting facility. The potential markets and facility size were determined along with the economic /business impacts on the community. In addition to the hotel and meeting facility component, a destination vision plan was executed in order to determine the marketing and sales strategies that will move Mount Airy’s tourism industry to the next level of economic viability.