A new state certification program is aiming to transform how small businesses operate in Main Street communities across North Carolina—by turning them into destinations.
The Certified North Carolina Destination Business designation, launched by the N.C. Department of Commerce’s Main Street & Rural Planning Center, is part of a broader strategy to help rural businesses strengthen their resilience, improve visibility, and drive foot traffic through intentional destination development.
The first cohort of certified businesses has now been named, with 33 small businesses from Murphy to Manteo completing the program’s requirements.
The program offers small businesses training and resources that go beyond day-to-day operations. It helps owners position their businesses not just as places to shop or eat—but as reasons to visit, linger, and come back.
“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,” added 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.”
At the core of the program is a workshop series led by Jon Schallert, a nationally recognized expert in destination business development. Schallert’s 14-step process teaches small business owners how to build their brand, tell their story, and convert their location into an attraction—even without changing their product or footprint.
Participants gain access to destination assessments, marketing support, and exclusive resources through December 2025. Certification requires completion of two workshops and submission of an action checklist that demonstrates how the business applied what they learned. Once certified, businesses receive a window decal, are featured on their local Main Street program website, and gain visibility on the statewide NC Main to Main Trail platform.
“This program has changed how we think about business in our town,” said Bobby Jenkins, owner of Wilson Paint & Wallpaper.
The program also aligns with the state’s rural economic development goals—supporting small business growth, local tourism, and long-term revitalization of downtown districts.
“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. “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.”
