Trolls Exhibit at North Carolina Arboretum Spurs Tourism, Membership Boom

A cluster of 7- to 9-foot "baby trolls" installed across the North Carolina Arboretum has produced an extraordinary winter surge in visitation and membership, delivering an uncommon off-season lift to Buncombe County’s tourism economy. The traveling show "Trolls: A Field Study" by Danish artist Thomas Dambo is the North American debut of this iteration and runs through Feb. 17, 2026.

Attendance and membership activity are at levels far above typical winter numbers. Comparable winter periods previously drew roughly 12,000 visitors; since the trolls went up the Arboretum has recorded a many-fold increase, and staff report that thousands of memberships have been renewed or created. Visitors are traveling from out of state to see the interactive, family-oriented sculptures, which are built from reclaimed wood, pallets and branches and placed around the Arboretum grounds.

The immediate local economic effects are straightforward. Winter is normally a slower season for museums and outdoor attractions; the trolls have flattened that seasonality by attracting day-trippers and overnight visitors who spend on admission, memberships and nearby restaurants and accommodations. The surge in memberships also converts one-time ticket revenue into recurring revenue, strengthening the Arboretum’s budget position during months when fundraising and earned income typically fall. For Buncombe County, that means additional tourist dollars circulating through lodging, dining and retail at a time of year that otherwise sees a revenue lull.

Arboretum operations have been reshaped to handle demand. Staff have adjusted planning and capacity management to accommodate higher throughput on trails and at exhibits, and front-line teams have scaled membership processing to keep wait times manageable. The layout of the installations, scattered across garden pathways, encourages dispersed foot traffic, which reduces bottlenecks but increases wear on popular trail segments and parking areas.

The exhibit’s environmental message amplifies its appeal. Dambo’s use of reclaimed materials and visible recycling themes aligns with local conservation values and adds interpretive value for families and schools visiting Buncombe County. That public-engagement angle has implications beyond immediate ticket sales: increased membership and repeat visits create a larger constituency for future Arboretum programming and capital projects.

For residents and local businesses the takeaway is tangible: a temporary cultural attraction has produced measurable tourism and revenue gains during an otherwise quiet season. The trolls stay through Feb. 17, so expect continued crowds and a sustained benefit for museums and hospitality venues into mid-February. Longer term, the event underscores how curated, family-centered public art can close seasonal revenue gaps and broaden the county’s appeal to out-of-state visitors.