A new certification program from the North Carolina Department of Commerce aimed at strengthening small businesses through destination development strategies has named its first cohort to carry the designation Certified North Carolina Destination Business. The statewide initiative, launched through Commerce’s Main Street & Rural Planning Center in its Rural Economic Development Division, offers small businesses the tools and resources to be stronger, more resilient businesses that are better able to weather economic uncertainty.
The certification program provides North Carolina Main Street organizations and downtown small businesses with training and resources to help them transform into destination-worthy attractions. The program supports a strategic shift from simply “doing business” to becoming a compelling reason for customers to visit, shop, dine, and return to their business and the Main Street community.
“Small businesses are the beating heart of Main Streets across North Carolina,” said Governor Josh Stein. “This designation will help give these businesses the resources and the recognition they need to thrive and become destinations within their communities.”
“Destination businesses are more than storefronts. They are experiences,” said North Carolina Commerce Secretary Lee Lilley. “This program equips communities with proven practices that elevate local businesses into magnets for consumers, boosting foot traffic, and Main Street success.”
Main Street small businesses participating in the program receive hands-on training led by national destination development expert Jon Schallert, President of The Schallert Group. The training includes destination creation assessments, marketing support, and access to exclusive resources. Schallert lays the foundation for his 14-Step Destination Creation process and gives small business owners a roadmap, strategies, and tools to entice consumers to their businesses. The workshops are supported by Q&A sessions and online action groups available to all Main Street business owners through December 2025. Businesses interested in becoming certified must complete the coursework by October 31, 2025. Upon successful completion, participating businesses are officially recognized as Certified North Carolina Destination Businesses and receive a program window decal for their physical location. Certified businesses will also be recognized on their community’s Main Street program website, which is linked to the statewide website NC Main to Main Trail.
The certification program builds upon successful pilot initiatives and aligns with the state’s broader economic development goals, including rural revitalization, small business resilience, and tourism expansion. It is open to small businesses located in designated N.C. Main Street communities.
Recent participants in the pilot phase have already reported measurable outcomes, including increased customer engagement, higher sales, and stronger community collaboration.
“This program has changed how we think about business in our town,” said Bobby Jenkins, owner of Wilson Paint & Wallpaper in Wilson. “By focusing on what makes us unique, we’ve seen a real difference in how people respond to our story and our offerings.”
More than 500 small business owners and operators in the 72 designated NC Main Street communities have begun the process to achieve the designation Certified N.C. Destination Business. Introductory workshops for “Making Your Business & Community a Destination” were offered in eight prosperity zones across the state last year. Advanced workshops were then held between January and April of 2025.
“We are excited to see small businesses taking advantage of this initiative, said Liz Parham, Director of the N.C. Main Street & Rural Planning Center, at the N.C. Department of Commerce. “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, 33 small businesses from Murphy to Manteo have completed the requirement to become Certified as a North Carolina Destination Business. To qualify, business owners had to attend both workshops and then remit a complete checklist showing how they applied the information learned.
Certified N.C. Destination Businesses to date:
| Business | Location |
|---|---|
| The Simply American Dog Treat Company | Belmont |
| Small World Travel & Tour Agency | Benson |
| Small World Travel & Tours Gift Shop | Benson |
| 828 Real Estate | Boone |
| Duck’s Cottage Coffee & Books | Duck |
| Kitchen Kuriosities | Elizabeth City |
| Black Bear Tattoo | Elkin |
| Banks Bed & Breakfast | Garner |
| Carolina Moon Bakery | Hertford |
| Small Town Trendz Boutique | Hertford |
| Wolf Moon Salt Cave & Stress Reduction Center | Lenoir |
| Shoto Japanese Steakhouse | Lexington |
| Bough and Vine | Manteo |
| Downtown Books | Manteo |
| Poodles and Bob | Manteo |
| Bright Penny Brewing Company | Mebane |
| Go Girl Shoppe | Mebane |
| Opie’s Candy Store | Mount Airy |
| Graciela Laurent Photography | Murphy |
| Indigo Mountain Trader | Murphy |
| Big Sig’s Military Surplus & Tactical Surplus | Newton |
| Boutique Auberge | Newton |
| Refuge Designs | Newton |
| Pittsboro Gallery of Arts | Pittsboro |
| Books at a Steal | Sanford |
| High Cotton Couture | Sanford |
| MonkeyKat Books and Gifts | Sanford |
| Native Ceuticals Apothecary | Statesville |
| Front Porch on Main | Troy |
| Unwined on White | Wake Forest |
| Artisan Leaf | Wilson |
| WhirliDogs Café and Training Center | Wilson |
| Wilson Paint & Wallpaper Center | Wilson |
The Certified North Carolina Destination Business initiative was launched from an effort by the N.C. Main Street & Rural Planning Center to enhance the N.C. Main to Main Trail program. The trail is a community economic development initiative that leverages North Carolina’s regional natural assets for economic prosperity and COVID-19 recovery in 72 North Carolina Main Street communities. Its goals include developing regional connections among neighboring Main Street programs, attracting new and diverse visitors to the regions, and enhancing the experiences that both visitors and locals have within each designated N.C. Main Street community. It leads visitors through communities in the state’s eight prosperity zones, highlights each town’s best downtown and outdoor experiences, and links to the local Main Street program, VisitNC, and the local tourism websites.
Funding for the workshop series and the enhancement of the Main to Main Trail was secured through a State Outdoor Recreation, Travel & Tourism Grant from the U.S. Economic Development Administration (EDA).
The N.C. Main Street & Rural Planning Center is North Carolina’s state coordinating program for Main Street America. Main Street America has been helping revitalize older and historic commercial districts for more than 45 years. It is the leading voice for preservation-based economic development and community revitalization across the country. The Center works in regions, counties, cities, towns, downtown districts, and designated North Carolina Main Street communities to inspire placemaking through asset-based economic development strategies that achieve measurable results such as investment, business growth, and jobs.
For more information, visit the N.C. Main Street page online, or contact Liz Parham, Director of the N.C. Main Street & Rural Planning Center, lparham@commerce.nc.gov.