Ribbon cutting signals opening of Coal Creek General Store
General Manager Haley Braden, center, leads the ribbon-cutting action on Monday af- ternoon for the new Coal Creek General Store in Rocky Top. Joining her with scissors are the store’s owners, Natalie and Jason Deel. (photo:G Chambers Williams III )
Officials of the Anderson County and Rocky Top chambers of commerce were on hand to conduct the event as Clinton auctioneer and real estate agent Jason Deel and his wife Natalie officially opened the doors to their new business at 331 S. Main St.
Rocky Top city officials also participated in the ceremony. They included Mayor Kerry Templin, City Manager Mike Ellis and Councilwoman Stacy Phillips.
Monday was just the “soft opening” for the store, as an official grand-opening celebration is scheduled for 11 a.m. to 4 p.m. this Saturday, Sept. 30.
“All the signs pointed to this is what this town needs,” Jason Deel said in comments to the gathered guests just before the ribbon cutting. “We just set out on this journey, and it has been a labor of love.”
The store is filled with a variety of old-style neighborhood corner-store merchandise, including a variety of candies and soft drinks from the past, homemade fudge, a large variety of Moon Pies, Coal Creek store T-shirts and mugs, and lots of locally sourced items such as honey, soaps, beef jerky, eggs, candles, handcrafted items and more.
Also available at the deli in the back of the store is a variety of cold-cut sandwiches, including the Coal Creek Miner Bologna Sandwich, the store’s signature offering.
Staff on hand for the store’s opening included the Deels, General Manager Haley Braden, and clerks Billy Boyd and Joseph Braden, who is Haley’s husband.
“We’re ready,” Natalie Deel said as the store was about to open. “It’s been a long time coming. We just hope that everybody is as excited as we are. We have big plans.”
Deel grew up in the small coal-mining community of Haysi, Virginia, which – like so many other Appalachian towns – has been devastated by the decline of coal.
“Except for my brother and me, every man in our family has been a coal miner,” he said.
“This is like my hometown,” Deel said of Rocky Top. “But unlike my hometown, there is an enormous amount of growth potential here. We have two Interstate (75) exits, and we’re 2.8 miles from the Windrock trailhead.
“Rocky Top just needs someone with a vision, bringing in businesses that will pull in visitors who want to walk through and enjoy the town,” he said.
Deel says the store is meant a throwback to the Appalachian country stores of the past, using the original name of the town that is now known as Rocky Top.
The original concrete floor has been polished and will remain in place and uncovered. The ceiling will continue to have its open beams showing.
Outside, the building will continue with its antique look, and will not be painted, Deel said.
He also plans to hang an antique Coca-Cola sign out front that says “Coal Creek General Store” at the bottom.
“My plan is to have our grand opening on Sept. 30, with a big celebration featuring live music and giveaways,” Deel said.
“But what you see in the store on that day will be just the start. This place is going to evolve.”
