In the late 1800s, Historic Biltmore Village was conceived by visionary millionaire George Vanderbilt and designed by the world-renowned architect Fredrick Law Olmstead as the home to the hundreds of artisans, builders, and craftsmen there for the construction of the Biltmore Estate. Today, the preserved historic village is home to over 80 independent and national shops and restaurants.

A lack of deliberate and consistent branding/marketing coupled with the emergence of several new shopping centers resulted in a year over year sales drop.

The Merchant’s Association hired The Goss Agency to execute the first ever branding and marketing campaign with Brand Logo, tagline, event schedule, website, marketing plan, brochures, and historic map and visitors guide.


“This brand revitalization has contributed to an average sales increase of about 16%, according to participating merchants, and has breathed new life into the Village, providing the missing and well deserved image of an international quality leisure shopping experience with distinctive independent and national shops, restaurants, and lodging in a relaxed, historic, charming setting.”

- Curtis Williams, Biltmore Property Group