Downtown Impact Award
The Downtown Impact Award recognizes outstanding projects and programs that demonstrate excellence, innovation, and measurable community benefit across North Carolina’s downtowns. The inaugural class of recipients spans 12 projects across six categories, representing communities of all sizes from across the state. (View Individual Award Recipients)
- Catalytic Project
- Wilson Visitor Center – Wilson Downtown Development Corporation & Wilson County Tourism Development Authority (Lead)
- SoutPark Skipper – SouthPark Community Partners
- Gem Theater Renovation – City of Kannapolis
- Economic Development, Planning & Advocacy
- The Lofts at Osage Mill – City of Bessemer City
- Small Business Initiative – University City Partners
- Brand Camp SouthPark – SouthPark Community Partners
- Operations – Clean, Green & Safe
- The Bull Ride – Downtown Durham, Inc.
- Organizational Management
- Hillsborough Street Trick or Treat – Hillsborough Street Community Service Corporation
- Events, Activation & Placemaking
- Downtown Holiday Lights Program – Downtown Wilmington, Inc.
- SouthPark Window Walk – SouthPark Community Partners
- Communications & Marketing
- Downtown Dickinson Giveaway – Downtown Greenville Partnership
- Two-Hour Free Parking Program – Downtown Raleigh Alliance
Category: Catalytic Projects
Major community investments, physical interventions, and infrastructure & revitalization projects designed to spur downtown investment. (e.g., downtown stadiums, streetscapes, historic preservation and development, adaptive reuse, P3 projects, pedestrian bridges and trails)
Wilson Visitor Center
Wilson Downtown Development Corporation & Wilson County Tourism Development Authority (Lead)
When Wilson’s tourism function was relocated from a converted bungalow on the outskirts of downtown to a historically significant building at the heart of the city’s former tobacco warehouse district, the move represented a deliberate decision to invest tourism resources directly into downtown, guided by the belief that downtown development is economic development. The Wilson Visitor Center project transformed the 1952 Cozart Eagle tobacco auction payroll office, situated directly adjacent to the city’s last surviving tobacco warehouse, into an active downtown gateway that introduces visitors and residents to Wilson’s culture, businesses, and destinations. The adaptive reuse approach preserved a tangible piece of the city’s industrial heritage while modernizing the facility for contemporary use. The renovation introduced Downtown Wilson’s first rooftop deck, digital display systems, interactive kiosks, and flexible programming space, all while retaining the building’s original architectural character. Funded through hotel occupancy tax revenues, the project represented a strategic reinvestment of tourism dollars directly into downtown public infrastructure.
The Visitor Center now welcomes more than 18,000 visitors annually, generating consistent foot traffic to surrounding restaurants, retail, and cultural anchors, including the Vollis Simpson Whirligig Park and Museum and the Wilson Warbirds baseball stadium. Approximately 3,400 square feet of previously underutilized space has been activated, including a 734-square-foot rooftop deck that functions as both a public gathering space and a rentable event venue. Since completion, the property has seen a 6 percent increase in its tax base and a 10 percent increase in utility revenues. The project also strengthened downtown connectivity, with the Center positioned to serve visitors arriving by car as well as those exploring on foot from nearby hotels, restaurants, and cultural destinations, reinforcing downtown Wilson as a walkable, discoverable district.
SouthPark Skipper
SouthPark Community Partners
SouthPark Community Partners identified a fundamental tension at the heart of Charlotte’s SouthPark district: it is one of the region’s premier shopping and dining destinations, yet its suburban layout, high-speed roads, and mall-centric design actively discourage visitors from exploring the full breadth of what the area offers. The SouthPark Skipper was developed to resolve that tension. Launched in November 2024 through a partnership with Freebee, the Skipper is a free, app-based microtransit service providing on-demand, point-to-point rides throughout the district. A fleet of five 100-percent-electric vehicles and one ADA-accessible hybrid van operates daily from 9 a.m. to 9 p.m., with a target wait time of ten minutes or less. Both app-based and phone-based request options ensure the service is accessible to riders of all ages and technical comfort levels.
The program’s early outcomes have been striking. Since launch, the Skipper has delivered more than 51,000 rides to over 67,000 passengers, averaging approximately 4,778 passengers per month with an average wait time of 8 minutes and a 4.9-out-of-5 driver rating. Ridership is notably inclusive: 29.3 percent of passengers are over age 51, senior living communities report residents using the service for social outings and medical appointments, and trips to the emergency room have been recorded. Through a formal partnership with Charlotte Area Transit System, bilingual signage was installed at all district bus stops and the Skipper was cross-promoted on the CATS mobile app, strengthening first- and last-mile transit connectivity. Corporate recruiters now promote the service for talent attraction, and apartment managers report residents forgoing second vehicles because of its availability.
Gem Theater Renovation
City of Kannapolis
Few downtown assets carry the cultural weight of the Gem Theatre. Built in 1936 and listed on the National Register of Historic Places, the Gem is one of the oldest surviving single-screen movie theatres in the United States and has long been considered the heart of downtown Kannapolis. After the City of Kannapolis assumed operational responsibility in 2023, it committed to a comprehensive interior renovation designed to restore the theatre’s historic character while bringing the facility into the modern era. Work began in December 2023 and included new seating, refurbishment of the original balcony seats, refinished floors and stage, a new screen with Dolby surround sound, a 4K laser projector, new curtains, and extensive repairs to original plasterwork. The lobby, restrooms, and concession area were also restored and updated, with historical artifacts incorporated throughout the space.
The community’s response to the renovation was swift and enthusiastic. A fundraising campaign offering sponsored seats, vintage balcony seats for purchase, and marquee bricks attracted more than 700 donors and raised over $150,000 in just a few months, funding additional improvements. When the theatre reopened in May 2024, it drew more than 42,000 ticket sales in its first two months alone, and has since surpassed 210,000 tickets sold. Mobile device data reveals that 40 percent of Gem visitors travel from more than ten miles away, confirming the theatre’s role as a regional destination that drives dining and retail activity throughout downtown Kannapolis. In addition to showing current blockbuster movies daily, the Gem now hosts summer $2 matinees, corporate events, and film productions, once again continuing its role as an affordable, family-friendly entertainment anchor at the heart of the district.
Category: Economic Development, Planning & Advocacy
Initiatives advancing business vitality, downtown planning, and policy. (e.g., downtown plans, research & reports, grant or façade improvement program, retail recruitment or vacancy reduction initiative, pop-up or incubator program, local policy advocacy and initiatives, etc.)
The Lofts at Osage Mill
City of Bessemer City
The Lofts at Osage Mill tells the story of what becomes possible when historic designation is treated as an asset rather than an obstacle. For years, the former Osage cotton mill in Bessemer City sat abandoned and deteriorating. Listed on the National Register of Historic Places, the building was required by the state to incorporate a specific proportion of original materials and structural elements in any redevelopment. Completed in April 2025, a $36 million investment transformed the vacant industrial structure into 139 affordable housing units with up to three bedrooms, honoring the building’s industrial heritage throughout. The development team also secured historical tax credits, making a complex project economically viable for the developer and delivering meaningful preservation outcomes for the community.
The results affirm both the demand for quality affordable housing in Bessemer City and the appeal of the building itself. With a municipal population of approximately 5,700, the city gained at minimum 139 new downtown residents, a number that grows when accounting for multi-bedroom occupants. Demand was strong from the outset: at the time of the most recent leasing update, only one unit remained unfilled with an applicant already selected, and a waiting list had already formed. Beyond the residential units, the project incorporated a playground, community center, gym, storage facilities, and laundry amenities, all delivered within the preservation parameters set by the State of North Carolina. The result is a fully activated building that honors its industrial history while providing stable, high-quality housing in a community where it is clearly needed.
Small Business Initiative
University City Partners
Small businesses are the lifeblood of University City’s commercial district, but many owner-operators face a common challenge: limited access to the marketing resources, capital connections, and professional networks that support sustainable growth. University City Partners launched the Small Business Initiative (SBI) in 2024 to address this gap through a relationship-driven, data-informed approach grounded in listening to business owners directly. Through surveys, in-person business visits, and networking events, SBI built a robust small business database and a nuanced understanding of what local entrepreneurs actually need. The initiative delivers support across multiple dimensions: marketing and promotional amplification through social media, newsletters, and a podcast series; direct funding for safety improvements, signage, and branding assets; and structured connections to lenders, legal resources, and partners including the City of Charlotte, Foundation for Black Philanthropy, Aspire Community Capital, and the Charlotte Area Chamber of Commerce.
The outcomes since launch reflect the depth of that investment. By 2025, SBI had directly supported 217 businesses and distributed $150,505.57 in funding. The Municipal Service District business database grew 22.5 percent in a single year, expanding from 910 to 1,115 actively engaged members. More than 50 businesses participated in UCP Video Days and the UCP Podcast series, gaining professional marketing assets and increased brand visibility. A 2025 Small Business Networking Event drew over 70 businesses and achieved 100 percent attendee satisfaction, fostering connections with lenders and community partners. Partnerships with UNC Charlotte have embedded meaningful student-entrepreneur engagement into the initiative’s programming, creating connections between the university and the businesses that form the economic backbone of University City.
Brand Camp SouthPark
SouthPark Community Partners
Access to sophisticated brand strategy has historically been a privilege of large corporations, and Brand Camp SouthPark was built to change that dynamic within Charlotte’s SouthPark district. Developed through a partnership between SouthPark Community Partners and Made Outside, a female-founded, purpose-driven branding and design agency, Brand Camp is a four-week hybrid business strategy series that gives founders and leaders the tools, frameworks, and professional networks typically out of reach for small businesses. The curriculum spans four live sessions covering local visibility, digital optimization, brand positioning, and messaging clarity, supplemented by two individualized one-on-one consultations and a strategic toolkit that includes a Brand Clarity Workbook and persona worksheets. A dedicated peer community channel provides ongoing support and real-time expert feedback between sessions.
Participation has spanned a diverse range of businesses including therapeutic practices, boutique retailers, and food and beverage operators, with original cohorts of up to 20 participants. Feedback has been consistently strong. Megan Orrell, owner of SouthPark boutique Boem, noted that Brand Camp helped her reconnect with the core identity of her business and develop new ways to articulate her brand across every touchpoint, even after 17 years in operation. Research suggests that businesses with strong community ties grow up to 35 percent faster than those without, and Brand Camp directly strengthens those ties by creating an environment where leaders share challenges and build genuine peer relationships. Based on stakeholder feedback, SouthPark Community Partners refined the format to a biannual model with smaller cohorts of 10 participants, fostering deeper engagement and more candid exchange. The program has become a consistent vehicle for strengthening the relationship between SouthPark Community Partners and the small business community it serves.
Category: Operations – Clean, Green & Safe
Programs improving safety, cleanliness, and quality of place. (e.g., ambassador or Clean & Safe program launch or significant expansion, beautification program, landscaping improvement project, public lighting enhancements, wayfinding, sustainability initiative, micro-mobility solutions, safety and outreach partnerships, etc.)
The Bull Ride
Downtown Durham, Inc.
Transportation is rarely considered a form of placemaking, but Downtown Durham, Inc. challenged that assumption with The Bull Ride. Launched in March 2025, this free, electric-powered courtesy vehicle operates within the Downtown Durham Business Improvement District, providing short-distance rides staffed by trained hospitality professionals who serve simultaneously as ambassadors for the district. The Bull Ride was designed to remove common friction points including long walking distances, confusing wayfinding, and parking hesitation, while delivering a distinctly Durham experience. Its playful branding and visible street presence reflect the creativity and character of the community it serves. Powered by a fully electric GEM vehicle, the program also advances sustainability goals and provides a tangible symbol of the district’s commitment to accessible, inclusive mobility.
Since launch, The Bull Ride has delivered thousands of courtesy rides, with benefits extending across a wide range of downtown users: older adults, families, hotel guests, employees, and individuals with mobility limitations who might otherwise face barriers to fully participating in downtown life. Riders receive not just transportation, but directions, business referrals, and memorable interactions that create lasting impressions of Durham’s hospitality. The vehicle’s distinctive presence has also generated organic social media content and word-of-mouth promotion that amplifies downtown’s brand without additional marketing spend. Interest from organizations across the community has spurred conversations about expanding to a full fleet, and Downtown Durham, Inc. is actively pursuing a vision of multiple vehicles to amplify the program’s reach and impact across the district.
Category: Organizational Management
Excellence in governance, organizational strategic planning, community engagement, funding, strategies, and operational leadership. (e.g., organizational strategic plans, innovative funding models and fundraising, BID formation campaigns, community engagement initiatives, board or volunteer development program, databases and performance measurement systems, etc.)
Hillsborough Street Trick or Treat
Hillsborough Street Community Service Corporation
The Hillsborough Street Trick or Treat Project demonstrates what is possible when a downtown organization commits to transforming a simple neighborhood event into a genuine community institution. Organized by the Hillsborough Street Community Service Corporation, the annual program was created to provide families with a safe and welcoming Halloween experience along a linear corridor that lacks centralized gathering space. Through intentional placemaking strategies including activating a local park, temporarily closing a side street, and transforming storefronts and pop-up spaces into immersive Halloween environments, the project reimagines the corridor as a walkable, multi-sensory celebration. NC State student volunteers, local merchants, and community partners including Big Air Raleigh, NC State Feed the Pack Pantry, GiGi’s Playhouse, and area faith organizations bring the event to life, creating connections between university students and neighborhood families that rarely occur in any other setting.
The program’s growth over the past two years reflects both its community resonance and the sophistication of its execution. Candy stations expanded from 30 to 50, and the event now features a trunk-or-treat zone, inflatables, live music, pumpkin painting, take-home crafts, and multi-site activations. Advance ticket reservations jumped from 162 in 2024 to 400 in 2025, overall attendance grew by approximately 80 percent year-over-year, and average visitor dwell time increased from 48 to 65 minutes. Placer data confirmed that 37.7 percent of attendees traveled directly from home, demonstrating strong intentional visitation. A creative partnership with a local merchant produced a custom themed comic book that transformed the event into an interactive narrative experience, adding a distinctive layer of storytelling to an already vibrant community tradition.
Category: Events, Activations & Placemaking
Creative programming that enlivens downtown spaces and builds community. (e.g., signature downtown festival, market series, art or placemaking installation, holiday lighting or décor program, public space activation, etc.)
Downtown Holiday Lights Program
Wilmington Downtown, Inc.
What began as a three-block pilot on the Wilmington Riverwalk in October 2023 has grown into one of the most ambitious holiday placemaking initiatives on the North Carolina coast. Wilmington Downtown, Inc. invested $40,000 in that initial effort, and the community response was strong enough to chart a clear path forward. Over the two years since, the initiative expanded dramatically in both scale and ambition, evolving into a full-scale seasonal experience that now reaches across the district. Operating as the Holidays on Water Experience, in partnership with the Wilmington CVB and the City of Wilmington and supported by ARPA and Municipal Services District funding, the program now stretches across more than 43 miles of string lighting along the Riverwalk, through three pocket parks, and along key downtown corridors. CVB-produced drone shows have emerged as a signature attraction, drawing visitors to downtown Wilmington specifically to experience them.
The economic impact has been direct and measurable. Weekend foot traffic during drone show events and holiday programming has nearly doubled compared to the pilot year, and local businesses across the district have reported record December sales. The initiative has meaningfully elevated Wilmington’s profile as a holiday tourism destination, drawing visitors from well beyond the immediate community to the Riverwalk and surrounding areas. The sustained growth of the Holidays on Water Experience reflects the strength of the coordinated partnership between Wilmington Downtown, Inc., the Wilmington CVB, and the City of Wilmington, whose aligned investment and complementary funding streams have made year-over-year expansion possible. What began as a modest three-block activation has become a defining feature of the downtown experience during the holiday season.
SouthPark Window Walk
SouthPark Community Partners
Charlotte’s SouthPark district is home to numerous independent boutiques and locally owned businesses, yet its fragmented layout across eleven distinct shopping centers makes both cohesion and discovery a persistent challenge for visitors. The SouthPark Window Walk, launched by SouthPark Community Partners in 2023, was created to bridge that gap through art. The annual holiday placemaking program pairs Charlotte-based artists with local businesses to produce custom, outward-facing window displays ranging from hand-painted murals and vinyl wraps to three-dimensional installations. Each design reflects the unique identity of the business it represents while creating a visual thread connecting properties across the district. Fully funded by SouthPark Community Partners and offered at no cost to participants, the program eliminates financial barriers to entry and ensures that smaller operators can compete visually alongside larger retailers.
Now in its fourth year, the Window Walk has evolved from a program that required active recruitment into one where businesses and artists proactively seek out spots, a signal of genuine and sustained community buy-in. SouthPark Community Partners amplifies each installation through digital Holiday Guides, social media campaigns, newsletters, and earned media coverage, extending the reach of participating businesses and artists well beyond what either could achieve independently. Operational refinements over time have improved efficiency: the pool of participating artists has been curated to a smaller group of high-performing creators, each managing up to three windows, improving aesthetic cohesion and streamlining logistics. The program has also deepened the working relationship between SouthPark Community Partners and the small business community, with participating businesses increasingly engaging with the organization’s broader marketing initiatives and sponsorship opportunities throughout the year.
Category: Communications & Marketing
Branding, storytelling, and marketing campaigns that elevate downtown visibility. (e.g., downtown branding, shop local or seasonal marketing campaign, storytelling or video series, downtown website/app/map, etc.)
Downtown Dickinson Giveaway
Downtown Greenville Partnership
Following nearly four years of continuous construction on Dickinson Avenue, Downtown Greenville Partnership recognized that completing the streetscape improvements was not enough. The corridor needed a formal reintroduction to the community it had been serving through years of disruption. Merchants had endured reduced visibility, limited pedestrian access, and a steady decline in foot traffic throughout the infrastructure project, and as work neared completion, the need for a purposeful relaunch was clear. The Downtown Dickinson Giveaway was designed to meet that need: a focused, sponsor-funded activation that distributed 1,120 free $20 gift cards to the first 80 patrons at each of 14 participating businesses on a single evening. Rather than staging a traditional festival, Downtown Greenville Partnership built the event around direct merchant benefit, ensuring that every sponsorship dollar raised translated into guaranteed customer spending at participating storefronts.
The results were immediate and measurable. A total of $22,400 was injected into the corridor in one evening, with hundreds of residents filling Dickinson Avenue and generating strong same-day sales, first-time customer visits, and repeat business in the weeks that followed. Merchants reported renewed energy and visibility not experienced in years. The initiative also drew substantial media attention: local ABC, NBC, and CBS affiliates secured coverage in the weeks leading up to the event, multiple television stations broadcast live from Dickinson Avenue during their 6:00 PM newscasts, and positive follow-up coverage across broadcast and print platforms continued through the following days. The cumulative effect was a meaningful shift in public perception, repositioning Dickinson Avenue from a long-term construction zone to an accessible, energized, and thriving district.
Two-Hour Free Parking Program
Downtown Raleigh Alliance
When Downtown Raleigh Alliance’s Downtown Economic Development Strategy identified parking cost and complexity as a primary barrier to weekday visitation, the organization partnered with the City of Raleigh to act on that finding. The Two-Hour Free Parking Program provides up to two hours of complimentary parking in five City-owned decks on weekdays, leveraging underutilized off-street capacity as an economic development tool rather than investing in new infrastructure. Downtown Raleigh Alliance paired the policy change with a highly visible, low-cost communications campaign featuring a bright yellow smiley-face icon and the tagline “Smile, you found free parking,” designed to shift public perception of downtown accessibility. Smiley-face balloons placed at participating decks, combined with social media, digital advertising, a billboard, and influencer partnerships, helped the campaign generate nearly 3 million impressions on an approximately $10,000 budget.
The program’s outcomes have been well-documented and significant. Hourly parking transactions increased 33 percent year-over-year, representing more than 100,000 additional annual visits. Intercept surveys found that 31 percent of parkers cited free parking as a primary or contributing factor in their visit, with those visitors spending an average of $27 per trip. The initiative is estimated to generate between $2.0 and $3.8 million in annual induced spending, directed primarily to locally owned businesses. More than 86 percent of downtown storefront businesses report increased sales, and the campaign earned coverage in more than 25 major regional outlets. Estimated annual parking revenue reductions of approximately $225,000 represent a roughly 10-to-1 return on forgone revenue, and based on these outcomes the City of Raleigh has extended the pilot twice.