The $1,000 Multiplier Effect

Luke 12:48 reads, “To whom much is given, much will be required.”

But what if your life has just been turned upside down by a once-in-a-lifetime hurricane that hits your beloved Western North Carolina mountain community? What if your grief and shock leave you fumbling blindly toward any semblance of normalcy? You seek grounding wherever you can find it.

For 198 employees in Maggie Valley, North Carolina, that solid place is where they work: The Cataloochee Ranch and The Swag. Owned and operated by husband-and-wife team Annie and David Colquitt, these two Relais & Châteaux destinations became a source of solace and pride for each team member.

In the aftermath of Hurricane Helene—and once all their employees were safe and accounted for—the Colquitts put in place an intentional plan to support the rebuilding of this area. While neither property sustained any damage, they were shaken by the devastation in nearby towns like Asheville and Clyde, where many team members live.

In addition to dedicating $2 million to relief efforts over the coming year and earmarking all October revenue (more than $835,000!) from both properties, the Colquitts did something even more remarkable: they asked each employee to identify a charity or nonprofit of their choice to which they would donate $1,000 in their names.

As Annie shared, “In the immediate aftermath of the storm, so many of our employees were working day and night to deal with their own property damage, help neighbors in need, volunteer with search and rescue organizations, pass out supplies at distribution centers, and serve food to those without power and water. Our employees were the hands and feet doing so much relief work in our area, and we knew that they could also be the eyes to see what organizations were making an impact and effectively addressing the needs that they see every day.”

My recent visit to Cataloochee Ranch took place in this post-Helene world, affording me the opportunity to interact with as many team members as possible. I was eager to learn about the charities they chose and why—the stories were as humbling as they were uplifting. Once the pleasantries of “Welcome back, Ms. Roussel!” and “How are you enjoying your stay?” were exchanged, I wanted to know how these individuals were truly doing. I admit that I felt twinges of guilt at being in such a luxurious, bucolic setting while, just 20 minutes away, piles of detritus and the wreckage of lives awaited cleanup. The human in me wanted—and needed—to see the human in every team member.

The stories that followed my request for just 30 seconds of an employee’s time usually lasted longer and contained much more than a description of an organization they believed in. Behind their words were so many emotions: vulnerability, relief, pride in where they worked, and empowerment. In each, I sensed the feeling of being truly seen and heard—one of the most powerful emotions of all. Tears flowed easily for some, while the faces of others lit up with delight at the chance to share something so personal.

And that’s when it hit me: beyond a responsibility to give back, philanthropy can also be a privilege, afforded only when you have something to give. When you’ve been hit with a catastrophe and are struggling to return to normal in your own life, it can feel Sisyphean to have the means to give to others. Perhaps that is the more precious gift the Colquitts have provided—offering each team member the opportunity to select the outreach effort that meant the most to them personally.

“By giving our employees an opportunity to be a part of the giving, we not only included them in the process of giving back but also are able to learn about organizations that might not have been on our radar. By allowing everyone to participate in allocating funds, our internal sense of teamwork was strengthened, and our giving became more diverse and far reaching. It's a win-win for our team and for the community.” – Annie Colquitt, co-owner Cataloochee Ranch and The Swag

I interviewed housekeepers and bartenders, front desk staff and ranch hands, cooks and adventure course managers. Without exception, every employee had clearly given careful thought and consideration to where their donation would best be utilized. As I recorded these conversations, I observed the powerful body language behind their words: shoulders relaxed, eyes softened, guards let down. These are just a few of the stories, but they represent the breadth and depth of organizations being served through the Colquitts’ generosity and their 198 team members:

• Eight Days of Hope — “They actually sent in a lot of relief help right away and have been helping people clean up debris—not just handing out food, though they do that too. They all wear these bright yellow shirts, and I have seen them all over Clyde, where I live. They also do home rebuilds. I looked into Habitat for Humanity but chose Eight Days of Hope because they do rebuilds too.” — Christian Krull, Dining Room Manager
• Aerial Recovery — “This is a group of retired Navy SEALS and Army Rangers who assist in disaster recovery (and stopping human trafficking). Finding civilians who will fly their personal helicopters—just the fuel alone is thousands of dollars per day—to get to rural areas to save people is so needed.” — Stephanie Watson, Bar Lead
• KARE — “This is an organization that helps kids who don’t have good home lives and advocates for kids. I knew about them (before Hurricane Helene hit) because one of their board members is a regular guest here, and we did a luncheon for their employees who care for the kids.” — Emma Ledbetter, Director of Dining Services & Catering
• Maggie Valley Methodist Church — “I live on Caldwell Drive (one of two properties provided to team members on work visas from other countries), and the bridge to us broke, so we were totally cut off without power or water. Right after the storm, this woman from the church pulled up with hot food and water for me and my housemates. They are still with us, helping us. It was an overwhelming experience for me.” — Ramon Smith, houseman, from Jamaica
• National Independent Venue Fund — “I chose an organization that helps individual, independent music venues recover from disasters so they can be operational again. I didn’t know about them before (the hurricane) but researched ways to support the music scene in Asheville. I come from Florida, where music is poppin’ all the time. In Asheville, there is a lot of local talent, and I wanted that to prosper in the future and not die out.” — Robbie Quiles, Dining Room Supervisor
• Sarge’s Foundation — “This no-kill shelter did so much to care for the displaced animals after the flood. They made sure all the local shelters had food and supplies. They also work with pet owners to help them care for their animals while they are without a permanent home themselves.” — Kristianna Sheehan, Guest Services/Arts Instructor

“My husband and I just moved here from Charleston two months ago. Just after the hurricane, we were already raising money for this organization so I was happy to have this choice to donate more.” – Ashlynn Anderson, bartender

• Autumn Care Rehab and Senior Care Center in Waynesville — “They are literally my next-door neighbors. My apartment complex was not damaged, but they were damaged pretty severely. They lost furniture, bedding, and so much more. My neighbor and dear friend works there and shared that it would be really helpful to get them fresh bedding, socks, slippers—soft things for comfort. I care a lot about the community and nonprofits.” — Elena Rodriguez, Arts Instructor
• World Central Kitchen — “José Andrés is one of my idols in the culinary world—he is a gentleman we can all look up to and admire. When he brought the group to Asheville, I thought it was worthy, and I wanted to be a part of that.” — Terry Spalding, General Manager
• New Covenant Church — “They were the first ones there (after the storm), and they were also the first ones there three years ago when Hurricane Fred knocked out Clyde. They also have an ongoing program of food and clothing distribution. So many people lost so much; it is amazing how the Colquitts are giving back to the community.” — Alyssa Rose - Guest Services
• The Culinary Gardener — “Evan Chender is a small local farmer whose largest market is Asheville (restaurants), which was wiped out. He was so generous and donated produce to World Central Kitchen, so it was great to give back to him.” — Jeb Aldrich, Executive Chef
• Riverside Baptist Church — “This is my home church, and they experienced a lot of flooding—the floors were covered with several inches of mud that needed to be cleaned up.” — Trace, Director of Beef Cattle Operations
• “Any organization that is helping children because they cannot ask for help.” — Garrett Oviedo, Instructor/Guide for Adventure Course

For every one of these stories shared, there are dozens more just like them at these properties. All told, nearly 45 different non-profits received funds through these employee-led donations. If you are interested in supporting the rebuild of Western North Carolina, one of the best things you can do is visit areas open for business, like Cataloochee Ranch and The Swag.