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Small business owners in Washington have an opportunity to boost their visibility and economic potential by becoming NC Certified Destination Businesses. Offered through the North Carolina Main Street & Rural Planning Center in partnership with The Schallert Group, this certification is part of a statewide effort to assist businesses in attracting more customers and strengthening local economies.

The program stems from the Main-to-Main Trail initiative, a virtual tourism platform funded by a federal Economic Development Administration (EDA) grant. The initiative links 73 North Carolina Main Street communities, including Washington, to promote tourism and drive economic recovery following the pandemic. The certification process includes training sessions designed to help business owners highlight their unique offerings and market themselves as destinations.

“The North Carolina Main Street Program is tasked by the NC Department of Commerce to facilitate downtown economic development, and our small businesses are integral partners in this endeavor,” said Susan Kellum of the NC Main Street & Rural Planning Center. “This program provides both an incentive and recognition for the time small business owners invest in transforming their businesses into consumer destinations.”

To become certified, business owners must complete two key steps. First, they are required to complete the Introductory Workshop, available online through DestinationUniversity.com. This workshop, consisting of five 75-minute video sessions, can be completed on-demand for those who missed the live sessions in 2024. Second, participants must attend an Advanced Workshop led by Jon Schallert, a nationally recognized expert in destination marketing, and complete required exercises to evaluate and enhance their business practices.

Advanced Workshops will take place in multiple locations across North Carolina, including nearby New Bern on Jan. 22 and Wilson on Jan. 28. Business owners unable to attend in person will have access to online options following the in-person sessions. Registration is available at ncmainstreetandplanning.com.

Washington Harbor District Alliance (WHDA) Interim Executive Director John Jesso highlighted the importance of the program for local businesses.

“By design, Washington’s downtown along the waterfront is a destination in and of itself,” said Jesso. “This training will position participating small, local businesses to understand what is necessary to differentiate themselves from others to encourage consumers to drive for hours to visit our city versus another destination.”

The Main-to-Main Trail initiative also provides resources such as professional photography, videography, and a trip-planning website to support participating businesses. According to Kellum, the program aims to help small towns without natural draws like mountains or beaches identify and market their unique qualities. A recent survey of over 500 participants in the Introductory Workshop showed strong enthusiasm for the tools and information provided, with many eager to pursue certification.

“This is an economic development initiative designed to help small businesses enhance their efforts to grow,” said Jesso, emphasizing the broader impact this program could have on Washington. “A rising tide raises all ships.”

Business owners interested in pursuing certification can find additional information and resources at DestinationUniversity.com or by contacting the WHDA. The certification represents an opportunity not only to strengthen individual businesses but also to contribute to Washington’s reputation as a destination city.

“This is the first program of its kind,” added Kellum. “Even if a business owner gleans just one tidbit from it, the tools and insights provided can significantly enhance their operations.”

With the Main-to-Main Trail spotlighting communities across North Carolina, local businesses are encouraged to take advantage of this unique opportunity to help shape Washington’s future as a vibrant and thriving destination.