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2025 NC Main Street Conference
March 11-13 | Mooresville, NC​
- WEDNESDAY SCHEDULE -
7:30am - 5:00pm | Registration
Charles Mack Citizen Center | 215 North Main Street​
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7:30am - 8:30am | Time with Exhibitors
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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8:30am - 9:00am | Welcome
Liz Parham
Charles Mack Citizen Center | 215 North Main Street
9:00am - 9:30am | Plenary
Jon Schallert
Charles Mack Citizen Center | 215 North Main Street
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Building Strong Destination Businesses: Leveraging the Power of the Main to Main Trail
In today’s competitive market, creating a distinctive, memorable business experience is key to attracting customers and ensuring long-term success. This session will showcase how businesses are transforming themselves into must-visit destinations through the guidance of Jon Schallert's 10-Step Destination Creation Training course. In FY 2024-25, Jon worked with over 500 small businesses across North Carolina, helping them achieve the coveted Certified NC Destination status. These businesses, along with their community partners, are now harnessing the power of the Main to Main Trail—a NC Main Street Program initiative designed to promote regional economic growth and tourism. By becoming key attractions in their communities, these businesses are not only boosting their own success but also contributing to the revitalization of their local economies. We’ll introduce you to some of the Certified NC Destination businesses and the Main Street Directors who have been instrumental in guiding these businesses toward their destination success.
Jon Schallert, President, The Schallert Group
9:30am - 10:15am | Keynote Address
Jeff Siegler
Charles Mack Citizen Center | 215 North Main Street
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Civic Pride & Civic Apathy
Communities across the country have been devastated by apathy, and unless we take drastic action, the problem will continue to worsen. Apathy destroys everything it touches, and it can’t be fixed by planning or money alone. The lack of care and concern among residents won’t change if we stay on the same path. We need a fresh approach to restore people’s connection to their town. Only by fostering a sense of civic pride can we combat apathy. This means bringing people together, restoring beauty, fostering affection, and giving meaning to people’s relationship with their community. A small-scale, simple, and incremental approach can help replace apathy with pride. The key is to start working—there is no silver bullet, and no one is coming to fix it for us. Every resident, every day, must do their part to make the community just a little bit better. When everyone participates, we can create something truly special: a community we can all be proud of.
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Jeff Siegler, Revitalize or Die
10:15am - 10:45am | Break - Time with Exhibitors
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.​
​​
10:45am - 12:00pm | Break-Out Sessions
#6
Fabulous Findings: Finessing Downtown's Future with Market Data
Location:: TBD
Whether you're a market data aficionado or someone who thinks numbers are a snoozefest, this session is your “go to” for learning how market data fuels actionable insights for downtowns. Using cutting-edge data sources, we'll uncover emerging trends and show you how to transform complex analytics into bite-sized, digestible insights that reveal "Aha!" moments, as you learn how to use the numbers and turn data into a dynamic storytelling tool that reveals the hidden potential of your downtown. Whether you're a seasoned pro or just starting to explore the world of market studies, this session will help you level up your data game and see the power of analytics in a whole new light. Economic Vitality
Tripp Muldrow, Principal, Arnett Muldrow & Associates, Ltd.
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#7
The Importance and the Art of Third Places Gathering Spaces within the Downtown Context
Location:: TBD
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In today’s fast-paced world, people typically divide their time between two main environments: home (First Place) and work (Second Place). However, it is in the Third Places—public spaces outside of home and work—where the true magic of community and connection happens. These gathering spaces are vital anchors of culture, art, socialization, and entertainment, fostering meaningful relationships and contributing to the unique identity of a place. This session will explore the concept of Third Places, focusing on their critical role within the downtown context. Third Places provide the foundation for a thriving, inclusive public life. We will delve into the elements that make these spaces successful: their design, accessibility, programming, and the intangible “secret sauce” that reflects the character and needs of the local community. Design
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Dan Lambert, RLA, ASLA, Director, Landscape Architecture, McAdams
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#8
Imagine the Impact: Gaining Local Government Support for Downtown Revitalization
Location:: TBD
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Can you imagine the incredible impact you could have on your downtown district if your city is fully behind your revitalization efforts? In this inspiring panel discussion, hear from North Carolina city and town managers who have successfully gained local government support for their downtown initiatives. They’ll share practical tips, proven strategies, and real-world examples that demonstrate how to engage municipal leaders and ensure their commitment to revitalizing your community’s core. Whether you're just starting out or looking for fresh ideas, you'll leave this session with the tools you need to build stronger partnerships with local government and create lasting change in your downtown area. Organization
Charles Halsall, Jr. Main Street Program Specialist, NC Main Street & Rural Planning Center, Moderator
Jonathan Franklin, Town Manager, Town of Pittsboro
Corey Gooden, Town Manager, Town of Edenton
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#9
Hit the Trail from Downtown: Enhancing Outdoor Recreation with Vibrant Downtown Amenities
Location:: TBD
North Carolina is renowned for its outdoor recreation, from scenic mountain trails to lush greenway systems. But once adventurers finish their time on the trail, where do they go next? The answer: downtown! This panel discussion will explore how communities can create downtown environments that serve as welcoming, convenient hubs for outdoor enthusiasts. Join experts in tourism, downtown revitalization, and outdoor recreation as they share valuable insights on integrating trail systems with vibrant downtown districts. Attendees will learn how to develop amenities such as bike rentals, rest stops, local dining options, outdoor gear shops, and more—all designed to enhance the outdoor experience and encourage visitors to return year after year. Economic Vitality and Promotion
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Amy Allison, Director, NC Outdoor Economy Office, NC Department of Commerce
Amanda Baker, Manager, Partner Marketing, Visit NC
Laura Gaylord, Main Street & Community Manager, Town of Elkin
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#10
When Disaster Hits: Lessons in Preparedness and Recovery
Location:: TBD
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Disasters can strike without warning, but how well we prepare—and how quickly we respond—can make all the difference in saving lives and rebuilding economies. When Hurricane Helene devastated Western North Carolina, the town of Boone found itself facing the dual challenge of ensuring immediate health and safety while planning for long-term economic recovery. In this session, local leaders from Boone will share their first-hand experiences and strategies for navigating disaster recovery. Learn how public and private sector partners collaborated to prioritize health and safety, communicate effectively with both residents and visitors, and provide critical support to local businesses. Economic Vitality/Design/Organization/Promotion
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Lane Moody, Downtown Development Coordinator, Town of Boone
David Jackson, President/CEO Boone Area Chamber of Commerce
Kendra Sink, General Manager, Mast General Store
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12:00pm - 2:00pm | Time with Exhibitors | Lunch
Charles Mack Citizen Center | 215 North Main Street / Downtown Mooresville
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.​
​​
2:00pm - 3:15pm | Break-Out Sessions
#12
Generational Design Concepts: Creating Healthier, More Inclusive Outdoor Spaces
Location:: TBD
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There is an increasing understanding that spaces designed for children serve a broader demographic, promoting health, wellness, and connection to the outdoors for all ages. Research linking children's health and well-being to their immediate outdoor environments has sparked a paradigm shift in the design of public spaces. This session will explore how landscapes that prioritize children's outdoor play can also benefit people of all generations, creating spaces that are sustainable, inclusive, and supportive of physical, social, and emotional well-being. Drawing on research from health, education, and initiatives like the Children and Nature Network and Cities Connecting Children to Nature, this presentation will examine the evolving role of landscape architecture in fostering environments that nurture both child development and community well-being. Design
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Shweta Nanekar, Parks Planning Practice Lead, McAdams
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#11
Entrepreneurial Ecosystems: A Place-Based, Collaborative Framework
Location:: TBD
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An entrepreneurial ecosystem is a connected network of resources and stakeholders that support and foster the creation, growth, and success of new businesses and entrepreneurial ventures in a community. In this session, attendees will learn a framework, based in Place, that helps local businesses grow and thrive. Main Street America will share insights on how to work with business owners, local groups, organizations, and community leaders, to implement practical ideas and a step-by-step approach to create an environment where new and existing businesses can prosper. Economic Vitality
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Tasha Sams, Senior Manager of Education, Main Street America
Gustavo Ustariz, Senior Manager for Entrepreneur & Small Business Support, Main Street America
Joi Cuartero Austin, Senior Program Officer, Economic Vitality, Main Street America
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#13
The Write Stuff 2.0: The Words We Write about the Places We Love
Location:: TBD
Why do you love where you live? Let us write the ways! In today’s world, the way we write about the places we love — whether on social media, websites, or advertisements — plays a pivotal role in shaping how others see our communities. In this dynamic, hands-on workshop, we’ll explore how to craft compelling narratives that capture the heart of your hometown or favorite neighborhood. Bring a notebook, smartphone, or tablet, and get ready to leave this session feeling inspired and empowered as both a writer and a passionate community advocate. Promotion
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Phil Eich, Founder, Storyville
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#14
The Power of Culture and Inclusive Community Engagement
Location:: TBD
This session explores how arts, culture, and inclusivity can play a pivotal role in revitalizing downtown areas, creating vibrant, welcoming spaces that reflect and engage diverse communities. Attendees will learn practical strategies for fostering community engagement and integrating social equity into downtown revitalization plans. How can we ensure our projects prioritize accessibility, diversity, and inclusiveness while preserving local cultural identity? Organization
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Jennifer Everett, Founder, Culture Queens
Jameka Haynes, Owner, Bold Conversations Consulting
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#15
Big Ideas for Big Projects: Revitalizing Historic Spaces
Location:: TBD
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Many communities across North Carolina are grappling with the challenge of rehabilitating iconic but underutilized buildings—whether it's an old textile mill, a historic warehouse, a former downtown grocery store, or a once-glorious hotel. These structures often have great potential but require creative thinking, community support, and strategic planning to give them new life. In this session, you'll gain valuable insights and inspiration from both public and private sector partners who have successfully navigated the complexities of revitalizing big, historic projects. Through compelling case studies, learn the key strategies, lessons learned, and best practices that helped turn these ambitious visions into reality. Economic Vitality and Design
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Josh Ross, City Manager, City of Bessemer City
Patrick Reilly, President, Rehab Development, Inc.
Josh Barnhardt, Founder/President, Iron Horse Development
Jack Thomson. Western Regional Director, Preservation North Carolina
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3:15pm - 3:45pm | Break - Time with Exhibitors
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.​
​​
3:45pm - 5:00pm | Mooresville Walking Tours
Charles Mack Citizen Center | 215 North Main Street
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1 | Love What You Do | Makers Tour
This tour will showcase Downtown Mooresville businesses that create products inside their doors while offering a fantastic selection of retail options. When you love what you do, you deliver it with a smile and small-town charm!
2 | Building with Heart | Mack on Main Mooresville Arts Tour
Join us for a tour of a 1925 building that has served the Mooresville community as a hotel and theater. Now fully renovated, both floors are used for office space rentals, retail, and restaurant space. On our second stop we will tour the home of Mooresville Arts where classes, receptions, and lectures come to life. You will see firsthand how what once felt
like a space filled with ghosts is now home to lots of art to love!
3 | Livable & Fun | Liberty Park and Mill One Tour
When you can renovate a park and connect it to your downtown core, you do it right! Join us for a tour of Liberty Park, a project that took a blank and dreary piece of property and brought life, color, and fun to the heart of Downtown Mooresville. After the park tour, we will visit a 90,000-square-foot, mixed-use development project spurred by the Liberty Park investment.
4 | Legends & Lore | NC Auto Racing Walk of Fame and Welcome Home Veterans Museum Tour
Join us for this tour to see how Mooresville honors its NASCAR legends and local veterans. Mooresville is home to many NASCAR teams and drivers and is recognized as “Race City USA.” The NC Auto Racing Walk of Fame connects and celebrates the many aspects of the sport downtown. After we stroll the streets, we will tour the Welcome Home Veterans Museum, commonly known as Richard’s Coffee Shop. Once inside, you will enjoy an extensive collection of memorabilia. Before you leave, you will probably see community members hanging out at the legendary “Liar’s Table.”
5 | Legends & Lore | Award-Winning Ghost Signs & 124-Year-Old D E Turner & Co. Hardware Tour
Join us as we walk around downtown to tour Mooresville's award-winning ghost signs that have received national attention from the National Main Street Center, the National Trust for Historic Preservation, and other history enthusiasts. The restoration of these works of art resurrected a time when signage and artistry were commonplace, and they will now live on forever. We will finish our tour by visiting D E Turner & Co. Hardware. Serving the community as a combination of a living history museum and retailer for over 125 years, this is a store you will not want to miss!
6 | Livable & Lovable Spaces | Broad Street Place and Allman's Residential Unit Tour
Join us to tour a former 1920s ice cream manufacturing facility renovated into seven retail spots and eight upper-floor apartments, all with a historic cool factor! Then we will tour another renovation project, which includes additional residential living with a memorable rooftop terrace, a business expansion, and a business creation within the renovated
basement's footprint.
7 | Creating Beautiful Spaces to Love | Bridgetree and Dulcet & Delish Tour
A historic tax credit project gem awaits you! Join us to tour a building built between 1908 and 1914. This Renaissance Revival-style building is home to an international data company and a local cafe where everything is made from scratch. The tour will also highlight an initiative launched by turning an underutilized pocket park beside the cafe into an outdoor space for customers and a gathering space for the community.
5:00pm - 5:30pm | Cocktails
Charles Mack Citizen Center | 215 North Main Street​
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5:30pm - 6:30pm
NC Main Street Awards Ceremony
Charles Mack Citizen Center | 215 North Main Street
​No Ticket Required
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