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2025 NC Main Street Conference
March 11-13 | Mooresville, NC​
- TUESDAY SCHEDULE -
7:30am - 5:30pm | Registration
Charles Mack Citizen Center | 215 North Main Street
9:00am - 1:00pm | Shop & Explore
​Downtown Mooresville​​
Downtown Mooresville is the vibrant center of a thriving town. Buzzing with unique boutiques, delectable dining, energetic entrepreneurs, stylish places to live, extraordinary events, and heaps of Southern charm, Downtown Mooresville ALWAYS has something happening!
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Dine, Shop,Explore Downtown Mooresville
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9:00am - 10:00am | Toolkit Sessions
#1
Don’t Be a Nonprofit Offender
Location:: TBD
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Most Main Street organizations are either run by a nonprofit organization, or they are a public-private program that has a nonprofit arm. Do you know IRS regulations on what you can and can’t do with a 501(c) 3, 4, and 6 organization? What about the state requirements for your non-profit status? This session will expose the top misconceptions that Main Street organizations often miss, including marketing downtown businesses, charitable solicitation license, and more. Don’t put your nonprofit status and organization in jeopardy. Learn the laws, avoid the fines, and run your nonprofit like a business! Organization
David Heinen, Vice President for Public Policy and Advocacy, NC Center for Nonprofits
Ivan Canada, President & CEO, NC Center for Nonprofits​
#2
Be The Worst Kept Secret!
Location:: TBD
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Does it sometimes feel like your livable, lovable downtown and your hard-working revitalization efforts are invisible? Telling your story is an important role of any downtown organization, and one that all too often takes a backseat to more immediate activities. This session will offer ideas to help Main Street organizations and community leaders learn how to "toot their own horn", shout from the rafters, pat themselves on the back, and take advantage of opportunities for high visibility. Organization and Promotion
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Jenn Goldman, President & Lead Consultant, Jennifer E. Goldman​​​
#3
Is Your Project Ready?
Location:: TBD
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Successful development, management, and execution of a community economic development project requires time and thoughtful planning. What is the project’s primary purpose? Is it rooted in an economic development strategy? Does it have a well-defined scope? Will the local government or organization have the financial resources and human capacity to bring the project to fruition? Is the timing right to implement the project? Whether it is a large-scale construction activity or a small-scale improvement, the effort spent on project development is crucial to yield results. The NC Rural Planning Program team will lead participants through a process to help them ensure that future projects are ready to move forward! Organization and Economic Vitality
Grace Lawrence, Community Economic Development Planner, Sandhills Region, NC Main Street & Rural Planning Region
Jeff Emory, Community Economic Development Planner, Southwest Region, NC Main Street & Rural Planning
Phil Boggan, Appalachian Regional Commission (ARC) Community Economic Development Planner, Northwest Region​
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#4
Funding Diversity: Meeting Business Owners Where They Are
Location:: TBD
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Not all downtown business owners are created equal! This session will characterize different economic realities that people face and provide attendees with the resources to help Main Street businesses be prosperous. Community Development Financial Institutions (CDFIs) are an important part of the entrepreneurial ecosystem that can provide alternative lending and technical assistance resources to local businesses and organizations. Learn how to advance economic development, build financial inclusion, and diversify the ownership of your downtown district. Economic Vitality
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Jasper Jones, Relationship Manager, NC Rural Center
Christine Laucher, Strategic Partnership Manager, Southwestern Regional Manager,
Mountain BizWorks​
#5
We Are the Champions
Location:: TBD
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“We are the champions, my friends. And we'll keep on fighting 'til the end. We are the champions!” Downtown Economic Development is dependent on public and private sector champions that leverage positive change. Livable and lovable communities don’t just happen. They take hard work and commitment to community. Some of North Carolina’s most impressive Main Street Champions will share 10 traits for economic vibrancy in downtown. Organization
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Sada Troutman, Downtown Development Director, Downtown Salisbury, Inc.
Tonyan Schoefield, Owner, House of T Grace Wellness Studio & Fit for a Queen
Doug McGrath, Vice President, Government Services, Bekins Moving & Storage
Miles Atkins, Executive Director Iredell Health Foundation
Steve Bush, Steve Bush/Owner, Marion Hot Wheelz Skating Rink
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10:00am - 10:30am | Time with Exhibitors | Break
Charles Mack Citizen Center | 215 North Main Street
Time to Develop Relationships with Exhibitors
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During conference week, take the time to visit each exhibitor to learn about products and services that can help with downtown revitalization and community development efforts.​
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10:30am - 11:30am | Toolkit Sessions
#6
Economic Acceleration Thru Transformation
Location:: TBD
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Have you noticed that some communities seem to generate economic activity faster than others? The key is having a strategic economic development plan and an implementation team that serves as a blueprint for development. It just takes one good asset-based economic development strategy to get a small community moving in the right direction. The NC Main Street & Rural Planning staff will guide attendees through the process and present case studies of North Carolina communities that are generating big ideas and big impact in small towns.
Organization and Economic Vitality
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Sherry Adams, NC Main Street Program Manager, NC Main Street & Rural Planning Center
Bruce Naegelen, Community Economic Development Planner, North Central Region, NC Main Street & Rural Planning Center
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#7
Carolina on My Mind
Location:: TBD
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Creating a compelling story and brand for a community is essential in attracting investment, fostering economic growth, and building a strong sense of identity. When it comes to promoting a downtown area, downtown organizations and their leadership need to understand what sets the community apart from others and how to effectively communicate that distinction to potential investors, developers, visitors, and residents. This session will teach attendees how to employ creative techniques to craft their story, promote the downtown, engage the community, and enhance the brand. Organization and Promotion
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Leniece Lane, Owner, Small Town Soul, LLC
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#8
Rethinking Social Media: How to Cultivate Civic Pride and Downtown Investments Through Your Social Media Strategy
Location:: TBD
Social media is often used to promote events, but consequentially, our feeds resemble infomercials or generic ads—quickly scrolled past with little connection to the downtown brand. Event promotions are important, but social media can—and should—take a balanced approach. In this session, we’ll explore how Main Street programs can grow beyond event posts to craft an intentional social media strategy that aligns with your community’s vision and goals. When done strategically, social media enables you to engage with the community, respond to issues or concerns, and influence consumer behavior in ways that drive both foot traffic and investment. This session will teach attendees how to use social media to magnify all four points of Main Street, and get more PEP (People, Engagement, and Purchases) downtown. Organization and Promotion
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Lizzie Morrison, Community Economic Development Planner, Piedmont Triad Region, NC Main Street & Rural Planning Center
Samantha Darlington, Community Economic Development Planner, Southeast Region, NC Main Street & Rural Planning Center
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#9
Thinking About Main Street?
* For communities NOT in the NC Main Street or Small Town Main Street program
Location:: TBD
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Is downtown revitalization a top priority for your community? If the answer is yes, then the NC Main Street & Rural Planning Center’s Downtown Associate Community program may be a good fit for your town or city. North Carolina municipalities with an identifiable traditional downtown business district and a population under 50,000, that are not already designated as an active Main Street or Small Town Main Street community, have the opportunity to apply for the Center’s Downtown Associate Community (DAC) program. Selected communities will receive two years of downtown revitalization services and may have the opportunity to move up to Main Street designation upon completion of the DAC program. This information session will provide attendees with the benefits and requirements of the program and outline the application process. Organization
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Charles Halsall, Jr. Main Street Program Specialist, NC Main Street & Rural Planning Center
Amy Suggs, Main Street Program Specialist, NC Main Street & Rural Planning Center
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#10
Tap Into Federal Programs for Downtown
Location:: TBD
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Revitalizing downtown areas presents both exciting opportunities and significant challenges. For local governments, Main Street organizations, and community leaders, navigating the complex landscape of federal funding can be a game-changer in making downtown development projects a reality. In this session, we will explore a variety of federal funding opportunities and resources that are available for downtown revitalization, including the US Economic Development Administration (EDA), the US Environmental Protection Agency (EPA), and the Community Development Block Grant program (CDBG). Economic Vitality and Design
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Lisa Rueh, Main Street Grants Administrator, Moderator
Lauren Coombs, Community Revitalization Strategist, U.S. Environmental Protection Agency Valerie Fegans, Director of Community Development Block Grant Program, NC Commerce Rural Economic Development Division
Hillary Sherman, NC Economic Development Representative, U.S. Economic Development Adminstration
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11:30am - 1:30pm | Time with Exhibitors | Lunch
Charles Mack Citizen Center | 215 North Main Street / Downtown Mooresville
Time to Develop Relationships with Exhibitors
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During conference week, take the time to visit each exhibitor to learn about products and services that can help with downtown revitalization and community development efforts.​
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1:30pm - 2:45pm | Break-Out Sessions
#1
Affordable Housing on Main Street
Location:: TBD
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As communities across the country grapple with the need for affordable housing, a key question emerges: What does affordable housing look like on Main Street? This session will provide a comprehensive overview of how affordable housing is financed, the distinctions between "naturally affordable" housing and subsidized, income-restricted units, and the challenges and opportunities in developing housing in downtown districts. Drawing on real-world examples from Main Street communities, we will explore successful models, share lessons learned, and discuss strategies for creating vibrant communities. Economic Vitality
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Sarah Odio, Associate Director, Development Finance Initiative
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#2
Size Doesn't Matter: Transforming Small and Overlooked Spaces into Memorable Downtown Features
Location:: TBD
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In any downtown, some of the most overlooked spaces—whether it's a narrow alleyway, an empty lot, or a hidden building niche—often hold the greatest potential for transformation. This session explores creative ways to breathe life into these underutilized or forgotten corners of our downtown districts, turning them into unique and vibrant features that enrich the streetscape and engage the community. From overgrown sidewalks and vacant lots to dark alleyways and median strips, this session will showcase innovative examples, demonstrating how even the most modest spaces can become memorable features of downtown. Design
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Ray Gibbs, Principal, Gibbs Urban Advisors. PLLC​
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#3
Building Visitor Itineraries that Start and End in Downtown
Location:: TBD
Creating an attractive and vibrant Main Street is no small feat—it requires careful planning, development, and ongoing effort. However, visitors often come with an interest in exploring more than just the downtown area. How can you entice them to experience not only your Main Street but also the wider region; while ensuring they return to downtown for dining, accommodations, and entertainment? This session will provide a practical guide to crafting visitor itineraries that balance exploration of your community and beyond with a return to the heart of your downtown. The session will include best practices for creating itineraries, including setting your theme, your stops and transitions as well as ways to make them useful for visitors. Promotion
Simon Jones, Founder, NatureScapes
Carol Kline, Professor and the Director of the Hospitality and Tourism Management Program, Appalachian State University
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#4
Tips to Equip, Empower and Retain Volunteers
Location:: TBD
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Volunteers are the lifeblood of a downtown revitalization organization but keeping them engaged and committed can be a challenge. In this practical, hands-on session, you'll learn effective strategies to equip, empower, and retain your volunteers. Topics covered will include volunteer onboarding, goal setting, communication strategies, recognition and appreciation techniques, and creating a strong volunteer culture. Designed for nonprofit leaders, Main Street program directors, and anyone responsible for managing volunteers, this session will provide actionable insights on how to recruit, train, and support volunteers while fostering a positive and rewarding experience.
Organization
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Melissa Metcalf Le Roy, President, OnFire Nonprofit Consulting
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#5
The Most Creative Uses of a Downtown Building: Revitalizing Downtown
Location:: TBD
Small town downtowns often face the challenge of vacant storefronts, underutilized buildings, and a lack of economic vibrancy. To revitalize these areas, innovative and creative solutions are needed to repurpose these spaces in a way that serves the community and attract new businesses. This session will feature presentations and case studies showcasing the creative business owners and developers who have successfully turned vacant downtown buildings and empty spaces into thriving centers of activity. From retail shops and food and beverage establishments to community hubs and service providers, these examples will highlight the diverse ways these buildings have been transformed to fuel economic growth and enhance community life. Economic Vitality and Design
Mike Dougherty, Downtown Development Specialist, NC Main Street & Rural Planning Center
Joy Almond, Main Street Program Specialist, NC Main Street & Rural Planning Center
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2:45pm - 3:15pm | Time with Exhibitors | Break
Time to Develop Relationships with Exhibitors
Charles Mack Citizen Center | 215 North Main Street
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During conference week, take the time to visit each exhibitor to learn about products and services that can help with downtown revitalization and community development efforts.​
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3:15pm - 3:45pm | Opening Remarks
Liz Parham
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Charles Mack Citizen Center | 215 North Main Street
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3:45pm - 4:15pm | Special Announcements
Charles Mack Citizen Center | 215 North Main Street
4:15pm - 4:30pm | Time with Exhibitors | Break
Charles Mack Citizen Center | 215 North Main Street
Time to Develop Relationships with Exhibitors
​
During conference week, take the time to visit each exhibitor to learn about products and services that can help with downtown revitalization and community development efforts.​
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4:30pm - 5:15pm | Keynote Address
Katherine Loflin
Charles Mack Citizen Center | 215 North Main Street
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The Science of Loving Where You Live
The Science of Loving Where You Live will explore the factors that make downtowns not just livable, but lovable. Drawing from her pioneering research that earned national and international acclaim, Dr. Katherine Loflin will delve into how place attachment—the emotional bond between people and their environment—can be grown by optimizing three community qualities to foster local economic growth and resident thriving. She will provide examples from her latest work in heritage tourism.
Katherine Loflin, The City Doctor
5:15pm - 6:45pm | Welcome Reception with Exhibitors
Charles Mack Citizen Center | 215 North Main Street
6:45pm | Dinner on Your Own
Charles Mack Citizen Center | 215 North Main Street
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