Franklin just got a new welcome mat. Visit Franklin has recently opened a visitor center inside Franklin's iconic Factory. Ready to explore one of Tennessee's most beloved destinations? Start here.
What was the vision behind bringing the new Visitor Center to The Factory, and how long has this plan been in the works?
It really is a testament to the power of strong communication between community partners, which is so common around here. The idea began over a year ago as a casual conversation between The Factory ownership group, Holladay Properties, and Visit Franklin about ideas for updates to the traditional information booth and possible staff training to help visitors enjoy The Factory. As conversations continued, and additional needs such as having a place for The Factory’s non-profit, the Circle of Giving emerged, conversations grew into the larger vision you see today.
Together, we aim to provide a space that serves as both a source of information for people visiting The Factory campus for the first time and a place where locals see themselves, find a little piece of the community to share, or even simply help them be good hosts to friends and relatives.
How does the visitor center complement what’s already happening at The Factory?
The Visitor Center is located in a high-traffic area of the campus, and is one of the first places you can get a quick sense of place inside The Factory. The campus already reflects so much of our community’s creativity and preservation spirit, and guests walking by will see that represented in the Visitor Center as well, with creative nods to the building’s history.
Like so much of our community, the Visitor Center is also focused on human connection, not just handing people a brochure but inviting them in for conversation. We get to serve as the launching point for the historic tours that take place here, direct them to the newly opened Factory Museum, and be a place where they can hear the story behind the Carousel of Dreams, all while learning that The Factory is one of many incredible experiences throughout our community.
What will visitors find when they walk through the door?
They’ll find a warm welcome from a staff of information specialists who provide personalized recommendations. People like long-time Factory employee, Leslee Hawthorne, who can share so much about The Factory campus and its history, or guide them through an introduction to each animal on the Carousel of Dreams on the wall. Guests will also find an original Dortch stove prominently perched in the window, honoring the time as a stove factory, along with a full timeline of The Factory’s history displayed in a fun and interactive way. The information specialist staff at the Visitor Center are already recounting stories of guests coming in to ask about the stove in the window, which is leading to conversations about The Factory as a whole and, naturally, what else is around the community.
Of course, you’ll also find maps, itineraries, and other tools to help guests experience Franklin and all of Williamson County, along with curated merchandise inspired by the area, including items from local makers and creators that go far beyond the traditional souvenir shop experience.
How does a stronger tourism infrastructure ultimately benefit the people who live and work here year-round?
A strong tourism infrastructure supports a high quality of life for our residents. It uplifts local businesses, creates jobs, generates tax revenue, and helps preserve the places and experiences residents value, too, of which The Factory is a prime example. As residents, we love having new restaurants and shops to experience, and we’ve seen many new openings over the last few years. A strong visitor economy allows these places we all enjoy as residents to thrive and provides local employment opportunities.
In 2024 alone, visitors generated $1.37 billion in positive economic impact for Williamson County. That means visitors were spending roughly $3.5 million per day in the county, supporting the local restaurants, shops, and businesses we all love. That also resulted in $55.9 million in local taxes collected, which supports local parks we enjoy, such as Harlinsdale, the recent renovations at Bicentennial Park in downtown Franklin, and several other projects around the county.
Is there something about this new space that you are personally most excited about?
I’m excited about the feeling people will have when they walk in, and about the ways we can help them explore The Factory, Franklin, and all the communities of Williamson County. We want visitors to feel welcome and inspired to see more, while locals are proud of it and see it as a resource for learning about the latest happenings, or simply as the place to pick up a few things to be the best host to friends and relatives. I am equally excited that we get to partner in the space with Brandy Blanton and the Circle of Giving. The work they are doing is so important to our community, and we are honored to help support it.
VisitFranklin.com / FactoryAtFranklin.com
"In 2024 alone, visitors generated $1.37 billion in positive economic impact for Williamson County."