I’ll be heading back to Paducah, KY shortly for non-business reasons, and that’s kind of my point. There are many reasons I could give you that Paducah is a Place I’ll Remember, but my reason may surprise you. It’s one of those IYKYK situations – if you are a quilter, you know that Paducah is pretty much the center of a $5 billion per year U.S. economic sector.
While Joann Fabrics stores have disappeared, Hancock’s of Paducah is a 60,000 square foot fabric store with a strong e-commerce business. The National Quilting Museum and the American Quilter’s Society Quilt Week attract about 40,000 people every year and contribute about $20 million a year to the local economy.
Quilting is in no small part the reason Paducah is one of nine UNESCO designated Creative Cities in the United States. (The others are Iowa City, Tucson, Santa Fe, Austin, Detroit, San Antonio, Seattle, and Kansas City).
Why should you care? Well, if my behavior and the behavior of every other crafter I know means anything, hobby tourists spend more than leisure tourists. They don’t just eat, drink, and sleep, they buy supplies, gear, and experiences. By 2033 the craft and hobby market is expected to reach almost $75 billion (Business Research Insights, “Arts and Crafts Market Size, Share, Growth, Global Industry Analysis, by Type,” March 2025).
And it’s not just crafts. In November 2024, the Fish and Wildlife Service estimated that birders spent $107 billion in 2022 on equipment, cameras, travel and more.
In our quest for target industries, and especially unique target industries, it’s easy to overlook these little niches as just that, but look deeper and you may find that what you think is just a little business in your town is in fact a treasured national or international resource. You may have a brand you don’t even know about.