A new certification program developed by the North Carolina Department of Commerce has recognized 33 small businesses across the state as Certified North Carolina Destination Businesses. The initiative, part of the department’s Main Street & Rural Planning Center within its Rural Economic Development Division, aims to help small businesses become more resilient and attractive to visitors.
The program offers training and resources to assist downtown businesses in transitioning from standard operations to becoming destinations that draw customers to shop, dine, and return. Governor Josh Stein stated, “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 said, “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.”
Participants receive instruction from Jon Schallert, President of The Schallert Group, including destination creation assessments and marketing support. The training features a 14-step process designed to help business owners attract more customers. Workshops include Q&A sessions and online action groups available through December 2025. To achieve certification, business owners must complete all coursework by October 31, 2025.
Certified businesses receive official recognition on their community’s Main Street website as well as a window decal for their location. The program is open to small businesses in designated N.C. Main Street communities.
According to pilot participants, outcomes have included increased customer engagement and higher sales. Bobby Jenkins, owner of Wilson Paint & Wallpaper in Wilson, commented: “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.”
Over 500 small business owners in 72 designated NC Main Street communities have started working toward certification. Introductory workshops were held last year across eight prosperity zones statewide; advanced workshops took place between January and April 2025.
Liz Parham, Director of the N.C. Main Street & Rural Planning Center at the Department of Commerce said: “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, 33 small businesses—from Murphy in western North Carolina to Manteo on the coast—have completed requirements for certification by attending both workshops and submitting documentation showing application of what they learned.
The certification effort builds upon previous pilot programs and aligns with broader state goals such as rural revitalization and tourism growth. It was launched alongside efforts like the N.C. Main to Main Trail program—a project designed to connect regional assets for economic development across 72 communities statewide by encouraging visitorship along themed routes through each region.
Funding for both the workshop series and enhancements for the trail came from a State Outdoor Recreation, Travel & Tourism Grant awarded 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, which has supported commercial district revitalization nationwide for over four decades.
For further details about participating or contacting organizers visit the N.C. Main Street page or reach out directly via email at lparham@commerce.nc.gov.
