Lynchburg in specific and Moore County in general — home to Jack Daniel’s Distillery and a destination that draws an estimated 350,000 visitors each year — will soon have dedicated, professional weather forecasting tailored specifically to its festivals, events, and attractions.
Experience Tennessee and the South Central Tennessee Tourism Association announced this week an official partnership with Tennessee Valley Weather and Southern Tennessee Weather to bring expanded, hyperlocal forecasting to the 13-county South Central Tennessee region. For Lynchburg, the practical impact is straightforward: when visitors are deciding whether to make the drive down for a weekend, or locals are planning around a major event, they’ll have access to forecasts built for this corner of Tennessee — not a one-size-fits-all national model.
A new Travelers Forecast page on the Experience Tennessee website will serve as the hub for the effort, offering regularly updated forecasts, event-specific outlooks, and severe weather alerts.
“Weather may be one of the most influential tools people use to decide what they are doing, and when they are doing it,” said Ryan French, executive director and CEO of the South Central Tennessee Tourism Association. “To have professional meteorologists and weather platforms like Tennessee Valley Weather and Southern Tennessee Weather is an incredible asset to visitors and locals alike.”
Moore County falls on the eastern side of the regional coverage map, meaning Southern Tennessee Weather — led by meteorologist and founder Elijah Kirby — will handle local forecasting. Tennessee Valley Weather, led by Ben Luna, covers counties west of Interstate 65.
“Weather plays a major role in daily life across our communities, especially when it comes to outdoor events, festivals, and travel,” Kirby said. “Our focus has always been providing clear, hyperlocal forecasts that people can trust.”
For a town that hosts events ranging from its annual Frontier Days celebration to the Jack Daniel World Championship Invitational Barbecue, reliable weather information isn’t just a convenience — it’s a planning tool for organizers, vendors, and the hundreds of thousands of people who pass through Moore County’s town square each year.
The partnership will also extend beyond the digital forecast page, with print support in Experience Tennessee publications and coordinated social media content tied to major regional events.
More information is available at ExperienceTN.com. •
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