Small Main Street businesses in North Carolina interested in gaining more customers and becoming “destinations” are eligible to receive certification through a new program from the North Carolina Department of Commerce.
More than 500 small business owners and operators in the 72 designated NC Main Street communities have already begun the process to achieve the designation of “Certified North Carolina Destination Business.”
The statewide initiative was launched through the department’s Main Street & Rural Planning Center in its Rural Economic Development Division to enhance the NC Main to Main Trail program.
The Certified North Carolina Destination Business program provides North Carolina Main Street organizations and downtown small businesses with training and resources to help them transform into destination-worthy attractions, supporting a strategic shift from simply “doing business.”
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.
“Small businesses are the beating heart of Main Streets across North Carolina,” said Democrat Gov. Josh Stein in a press release. “This designation will help give these businesses the resources and the recognition they need to thrive and become destinations within their communities.”
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.
Recent participants in the pilot phase have already reported measurable outcomes, including increased customer engagement, higher sales, and stronger community collaboration.
To date, 33 small businesses from Murphy to Manteo have completed the requirements 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.
The workshops are supported by Q&A sessions and online action groups, which are available to all Main Street business owners through December 2025.
Businesses interested in becoming certified must complete the coursework by Oct. 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 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.
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 US Economic Development Administration (EDA).
The NC Main Street & Rural Planning Center is North Carolina’s state coordinating program for Main Street America, which has worked to revitalize older and historic commercial districts for more than 45 years.
Business owners can visit the NC Main Street page or email Liz Parham, director of the NC Main Street & Rural Planning Center at [email protected].