A new certification program from the North Carolina Department of Commerce has named 33 small businesses across the state as the first to receive the Certified North Carolina Destination Business designation. The initiative, developed by the department’s Main Street & Rural Planning Center within its Rural Economic Development Division, is designed to help small businesses adopt destination development strategies and become stronger, more resilient entities.
The program provides training and resources for small businesses in designated Main Street communities, helping them shift from traditional operations to becoming attractions that draw visitors. Participating businesses receive hands-on instruction from Jon Schallert, President of The Schallert Group, including assessments and marketing support based on his 14-Step Destination Creation process. The coursework must be completed by October 31, 2025, after which businesses are officially recognized and receive a decal for their location. They are also featured on their community’s Main Street program website and linked through the statewide NC Main to Main Trail.
Governor Josh Stein commented on the significance of the designation: “Small businesses are the beating heart of Main Streets across North Carolina. This designation will help give these businesses the resources and the recognition they need to thrive and become destinations within their communities.”
North Carolina Commerce Secretary Lee Lilley emphasized how local economies benefit: “Destination businesses are more than storefronts. They are experiences. This program equips communities with proven practices that elevate local businesses into magnets for consumers, boosting foot traffic, and Main Street success.”
The program builds on earlier pilot efforts and aligns with broader economic goals such as rural revitalization and tourism growth. Businesses in pilot phases have reported higher sales, increased customer engagement, and better collaboration locally.
Bobby Jenkins, owner of Wilson Paint & Wallpaper in Wilson, shared his experience: “This program has changed how we think about business in our town. By focusing on what makes us unique, we’ve seen a real difference in how people respond to our story and our offerings.”
Liz Parham, Director of the N.C. Main Street & Rural Planning Center at the Department of Commerce, stated: “We are excited to see small businesses taking advantage of this initiative. The experience a visitor has in local shops and restaurants is directly tied to their overall community experience and whether or not they will return time and time again. Therefore, this training is essential to a downtown revitalization initiative.”
To date, over 500 business owners in 72 designated NC Main Street communities have started working toward certification. Introductory workshops were held across eight prosperity zones last year with advanced sessions between January and April 2025.
The list of newly certified destination businesses spans locations from Murphy to Manteo.
The certification effort is part of enhancements made to the N.C. Main to Main Trail program—a statewide economic development project promoting regional connections among communities while highlighting downtowns’ best experiences for both visitors and residents.
Funding for these workshops came from a State Outdoor Recreation, Travel & Tourism Grant provided by the U.S. Economic Development Administration (EDA).
The N.C. Main Street & Rural Planning Center serves as North Carolina’s coordinating body for Main Street America, an organization dedicated for over four decades to revitalizing historic commercial districts nationwide through preservation-based economic development strategies.
For further information about this certification or other programs offered by N.C. Main Street & Rural Planning Center, interested parties can visit its website or contact Liz Parham at lparham@commerce.nc.gov.
