Individual Award Winners

Individual Award Winners

The North Carolina Downtown Development Association is proud to announce the inaugural class of Downtown Excellence Award recipients. The individuals recognized below were selected by a panel of experienced downtown professionals, NCDDA members, and external experts for their leadership, vision, and measurable impact on North Carolina’s downtowns. (View Project & Program Award Winners)

Downtown Leader of the Year

Hayden Plemmons serves as Executive Director of the Asheville Downtown Association, where she has quickly established herself as one of North Carolina’s leading downtown professionals. A graduate of Georgia Southern University with a background in tourism management and hospitality leadership, Hayden previously served in leadership roles with the Downtown Denver Partnership and was selected as an International Downtown Association Emerging Leaders Fellow in 2020. Since joining the Asheville Downtown Association in 2023, she has led a comprehensive organizational rebrand, expanded downtown programming and partnerships, and helped position the organization as a leading voice for downtown revitalization in Western North Carolina. She also serves as Secretary of the North Carolina Downtown Development Association Board of Directors, contributing to the advancement of the downtown profession statewide.

Over the past two years, Hayden has provided exceptional leadership during one of the most challenging periods in Asheville’s recent history. Following Tropical Storm Helene, she mobilized partners across the community to support impacted businesses, coordinate recovery resources, and reconnect residents and visitors with Downtown Asheville. From organizing business outreach and recovery communications to launching initiatives such as Love Asheville From Afar and Doors Open Downtown, Hayden helped maintain momentum and confidence during a period of significant uncertainty. Her ability to unite public, private, and nonprofit partners around shared recovery goals played a critical role in strengthening downtown resilience and supporting local businesses.

At the same time, Hayden successfully guided the implementation and launch of Asheville’s first Downtown Improvement District. Under her leadership, the Asheville Downtown Association established new operational systems, ambassador services, accountability measures, and quality-of-life programs that have become a trusted and visible presence downtown. Through strategic vision, collaborative leadership, and a steadfast commitment to community, Hayden has transformed complex challenges into lasting opportunities and helped lay the foundation for Downtown Asheville’s continued success.

Emerging Leader Awards

Christina Haley serves as President & CEO of Wilmington Downtown, Inc., where she leads economic development, placemaking, and business advocacy efforts for Downtown Wilmington and its surrounding districts. After beginning her career in journalism, including reporting on economic development issues, she joined Wilmington Downtown, Inc. in 2021 and quickly rose through the organization, assuming operational leadership in 2022 and serving as the organization’s sole employee for 18 months before being promoted to President & CEO in 2024. Today, she serves in numerous civic leadership roles, including Chair of the City of Wilmington Downtown Parking Advisory Committee and Large Cities Director on the North Carolina Downtown Development Association Board of Directors. Her collaborative leadership, strategic vision, and commitment to community-building have established her as one of North Carolina’s rising leaders in downtown development.

Over the past several years, Christina has helped drive transformational initiatives that have strengthened Downtown Wilmington’s economic vitality and quality of place. She launched the Holiday Lights Program on the Riverwalk, helped establish Wilmington’s first Social District, administered façade improvement grants, and advanced policy changes that support outdoor events and downtown activation. She also supported the retention and expansion of APPROVE, a fintech company headquartered in downtown Wilmington, supporting its relocation to a new corporate headquarters that kept the firm in the district while creating space for a gaming technology company to expand into APPROVE’s former location at The Cotton Exchange. Christina has additionally led efforts to address public safety and quality-of-life challenges, including forming the Downtown Community Watch & Safety Coalition. Through innovative programming, stakeholder collaboration, and a results-oriented approach, she has demonstrated exceptional leadership and a strong potential to shape the future of downtown revitalization in North Carolina.

Shakira Hodges serves as Small Business Initiative Coordinator for University City Partners, where she has quickly emerged as a dynamic advocate for entrepreneurship, economic opportunity, and community engagement. A graduate of Virginia State University with a degree in Marketing, Shakira brings a unique blend of creative direction, brand strategy, and entrepreneurial experience to her work in downtown development. Prior to joining University City Partners, she built a successful career in creative services, retail leadership, and event curation, including co-founding Trivia For Us, a culturally inclusive entertainment and education platform. Since joining University City Partners in 2024, she has helped elevate the organization’s small business support efforts through innovative programming, strategic partnerships, and relationship-driven outreach.

Over the past two years, Shakira has played a key role in strengthening University City’s small business ecosystem and expanding access to resources for local entrepreneurs. Through the Small Business Initiative, she helped support more than 200 businesses and facilitated over $150,000 in funding for marketing, branding, signage, and safety improvements. She has led creative storytelling and visibility campaigns that provided professional marketing assets and increased exposure for dozens of small businesses while helping grow engagement across the district. By combining data-driven decision making with authentic community building, Shakira has demonstrated exceptional leadership, innovation, and a strong commitment to creating inclusive economic opportunities that will benefit University City for years to come.