The Nantahala Outdoor Center (NOC) is a commercial outdoor guide service and retail store. It opened in 1972 when Payson and Aurelia Kennedy and Horace Holden Sr. took over the old Tote 'N Tarry Motel. NOC is based in western North Carolina near Bryson City, near the Great Smoky Mountains on the Nantahala River. NOC is surrounded by Nantahala National Forest. The Appalachian Trail passes directly through the heart of the NOC, crossing the Nantahala River on a bridge next to the outfitter.