DOWNTOWN
Waynesville
Celebrates
40
Years
of Main Street Success
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DowntownWaynesville.com
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Cheers to 40 Years
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s we celebrate Downtown Waynesville’s 40th anniversary as a North Carolina Main Street community, I’m reminded that the story of Main Street’s success isn’t really about buildings, sidewalks, streetscapes or even businesses. It is a story about people. As I’ve combed through four decades of newspaper clippings, photographs, meeting minutes and memories, what inspires me most is the spirit of community at the core of our story. The Downtown Waynesville Association (DWA) that formed in 1986 and later became the Downtown Waynesville Commission (DWC) in 2022, began with a group of local businessmen and women who saw what was coming and refused to let that be the end of their story. When decline seemed inevitable, this group of Waynesville businesspeople banded together, dug into their pockets and rolled up their sleeves. They envisioned Main Street bustling with shoppers, storefronts alive with fancy window displays and happy shop owners, restored architecture and modern infrastructure, holiday festivals and families making memories. At a time when downtowns across America were losing stores to sprawling malls in outlying areas and it would have been easy to accept that fate, this group dared to dream big. Today, we are living that dream. We remain a community of property owners, entrepreneurs, artists, community builders and dreamers working together to preserve what our
colleagues 40 years ago envisioned, and to continue writing Downtown Waynesville’s story. Since joining the Main Street movement in 1986, more than $218 million has been invested into Waynesville’s Municipal Service District, also downtown’s historic commercial corridor, through public and private investments tracked by N.C. Beth Gilmore Main Street and Rural Planning, within the N.C. Department of Commerce. Every restored façade, every thriving storefront, every festival that fills our streets, every piece of public art, every gathering that brings neighbors together and every visitor who falls in love with our downtown is part of this remarkable tale. Throughout these pages, you will see highlights from Downtown Waynesville’s
We remain a community of property owners, entrepreneurs, artists, community builders and dreamers working together to preserve what our colleagues 40 years ago envisioned, and to continue writing Downtown Waynesville’s story.
CURRENT DWC BOARD MEMBERS Jay Spiro Jon Feichter (current chair) Joyce Massie Bob Williams Scot Blair Randy Rogers
story — marking the milestones and transformations. But more importantly, notice the people. Some made contributions that changed downtown in significant ways. Others simply showed up to perform small tasks when something needed to be done. Notice how they came together. The challenges we face today look different than they did 40 years ago, but the answer is the same — a community working together for a shared vision, built on partnerships and common goals. Our future depends upon people willing to believe enough to invest, advocate, preserve, nurture and imagine what Downtown Waynesville can become 40 years from now. It’s up to us to determine where the story goes from here. As we walk in the shade of trees planted by the visionaries of past years, we’re planning for the same bright future. We are working together to write a story that future generations will be proud to share. When the next group of visionaries gathers in 2066 to celebrate 80 years of Downtown Waynesville’s success, the focus will still be on the people, working together, to make their dreams for Waynesville come true.
Sam Kearney Leisa Denti Kirk Noonan Bridget Shaughnessy Jerry Jackson Kaleb Beaver
Our Mission No matter which direction you walk down the red-brick sidewalks on Main Street, mountains rise up ahead of you. It’s a reminder that in Waynesville, an adventure is never too far away. For more than 200 years, this town has been a gateway to the beauty that surrounds it.
Downtown Waynesville Commission
FORMER MEMBERS Jessica Garrick, Ashley Rice, Courtney Tetrault, Thomas Woltz, Alex McKay, Grace Mason, Dave Barone, Pratik Shah, Susanne Blumer, Jeremiah Smith, Kelly Allred, David Francis, Hannah White 4 |
DowntownWaynesville.com
16 S. Main Street, Waynesville, NC 28786 (828) 456-3517
the View hAs ChAnged. the spirit hAsn't.
For 40 years, Downtown Waynesville has grown into one of North Carolina's most beloved mountain towns. Through it all, artists have helped preserve its beauty, history, and sense of place.
“Our Town” by Jo Ridge Kelley
Twigs & Leaves Gallery is proud to celebrate the people, creativity, and community that continue to make downtown extraordinary.
Art rooted in nAture 98 N. MAIN ST. • WAYNESVILLE NC • MON-SAT: 10-5:30 SUN: 1-5 | 828.456.1940 • TWIGSANDLEAVES.COM Downtown Waynesville · 40 years
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Heart of the Arts
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trolling the sidewalks of downtown Waynesville, it becomes immediately apparent this is a community that truly embraces the arts. Aside from the numerous galleries on Main Street and beyond, there’s also the continued support and vital organizational efforts of the Downtown Waynesville Commission in putting on art events and cultural gatherings throughout the year — “First Friday: Shop, Sip, Stroll” to Mountain Street Dances, Appalachian True Heritage Festival to the Church Street Art & Craft Show. “DWC is important because it helps keep downtown connected and moving forward,” said Tonya Harwood, executive director of the Haywood County Arts Council (HCAC). “It helps us maintain Main Street designation, supports beautification, and brings property owners and businesses together. It’s an important piece of keeping downtown Waynesville a place we’re proud of.”
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DowntownWaynesville.com
As it currently stands, the HCAC represents over 175 local artists. There’s also some 60 volunteers who selflessly give numerous hours of their time to
VisitNC.com photo
help facilitate gatherings at HCAC’s Haywood Handmade Gallery on Main Street. HCAC will also be hitting a big milestone in 2027: its 50th anniversary.
1985
A steering committee studies downtown’s needs, leading to the Downtown Waynesville Association’s incorporation and creation of the Municipal Service District, funded by a new tax. Vacancy sat at 23 percent, and rumors swirled that anchor tenant Belk might leave.
Congratulations to the
DWC on 40 Years!
We are proud to have been part of the last 30 years
1986
Waynesville joins the Main Street program and hires Elinor Luse as its first executive director. Flower planters, banners and new trash cans beautify Main Street, while the Church Street Arts Festival, Folkmoot’s Festival Day, and the Christmas Parade move under DWA’s wing.
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Recently, the HCAC received an anonymous donation of over a million dollars, which parlayed itself into the council being able to purchase a permanent building (also on Main Street). “I love seeing how much people embrace and support the arts here,” Harwood said. “[And] it means a lot to be part of the growth of the arts in downtown Waynesville. From events like Church Street to murals and, of course, our gallery exhibits, which always get such a great response.” When asked what the biggest takeaway has been with HCAC’s place in downtown Waynesville and greater Haywood County, Harwood felt the core trait at the heart of the town is how much folks look out for one another and care about the community.
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“I love the relationships we’ve built with local businesses, business owners, artists, and residents,” Harwood said. “It feels good to walk down Main Street and see so many familiar faces.” With the half-century mark of the HCAC on the horizon, Harwood is thankful for all the hard work that laid the foundation for the beloved nonprofit those many years ago by compassionate local citizens who saw the immense value in creating and cultivating this ever-evolving organization of arts and culture — something carried on by today’s residents, in truth and in method. “To me, the essence of Waynesville is connection,” Harwood said. “It’s a small community, so it’s easy to get to know people, make friends, and build meaningful business connections. I really appreciate how those personal and professional relationships overlap and strengthen the community as a whole.”
Thank you DWC for 33 great years!
Downtown Waynesville · 40 years
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Food for Thought THE EVOLUTION OF WAYNESVILLE’S CULINARY SCENE
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ith the 40th anniversary celebration of the Downtown Waynesville Commission currently underway, it’s worth noting how much the culinary scene of the corridor has emerged and flourished over the decades. Whether it be the countless options for great meals
The Scotsman Public House has become a fixture in downtown Waynesville. 8 |
DowntownWaynesville.com
up and down Main Street or the handful of delicious places along “Restaurant Row” on Church Street, what has come to fruition is Waynesville’s reputation as a regional foodie spot. “I have great dining experiences all over town,” said Dan Elliott, co-owner of The Sweet Onion on Miller Street.
“As our scene continues to grow and evolve in such positive ways, I feel pride in being here for so long and possibly playing some part in helping usher it in.” Opened in 2007, The Sweet Onion is well-known as a haven for culinary delights amid a warm, welcoming atmosphere. And it takes a lot of blood, sweat and tears to run a successful restaurant, especially to get it off the ground and running, let alone one that’s quickly approaching its 20th year. Elliott points to the genuine friendship and support by other downtown merchants and the community alike that’s a big part of the Onion’s story. “It’s that idea that we are not alone in this,” Elliott said. “And that it feels good to have a sense of camaraderie with the Main Street business community as we root for each other’s successes, and have a community to lean on during challenging times.” Just around the corner on Church Street sits The Scotsman Public House. The establishment has become a bastion of conversation, connectivity and culinary flare since it launched in the winter of 2022. “What’s especially exciting is seeing
“Each business contributes something unique to downtown, while remaining true to Waynesville’s history, character and sense of community.” – Makyia Blair
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the balance between the long-established businesses that have become local institutions and the newer restaurants and bars that have opened in recent years, including ours,” said Makyia Blair, co-owner of The Scotsman. “Each business contributes something unique to downtown, while remaining true to Waynesville’s history, character and sense of community.” Originally from the Pacific Northwest by way of San Diego, California, Blair and her husband, Scot, found themselves in Waynesville not long after the 2020 shutdown and decided to put down deep roots, both personally and professionally. The outdoors seating area at The Patio on Church Street.
“The essence of the Waynesville community is learning how to grow, while remaining small at heart,” Blair said. “Our community continues to evolve, but it does so thoughtfully and with purpose. Waynesville feels deeply rooted in its past, but it’s also looking toward the future, finding ways to grow while preserving the independent spirit that makes it so special.” When reflecting on the importance of the DWC, both Elliott and Blair see its value — economically, socially, intrinsically — when it comes to plugging into their local business sector and taking pride of its growth, together. “I see DWC as sort of a captain of the ship,” Elliott said. “As small business owners, most days we’re just overwhelmed with our own businesses, where we can definitely have blinders on in trying to see what’s best for Main Street as a whole, as well as trying to find time to organize and execute events.” “Organizations such as the DWC help ensure that growth happens intentionally,” Blair said. “And that the history, culture and sense of place that define Waynesville are preserved for future generations, while maintaining and creating opportunities for the local economy to explore, grow and thrive.” Downtown Waynesville · 40 years
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Mast Celebrates 35 years on Main Street
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another leap of faith. We were successful in Valle Crucis and hen that generation of Waynesville’s business Downtown Boone, then Waynesville flattered us by asking leaders in the late 1980s were working to revitalize us to open a store in their downtown. They said they had the downtown area, there was a consensus that the perfect building, an anchor retailer was and when we saw it, necessary — especially since a very we agreed. The rest, successful Belks store had just left as they say, is now 35 downtown. years of history in this One of those leaders, Don Eudy, community,” said Lisa had a child who was a student at Cooper, Mast General Appalachian State and had visited the original Mast Store in Valle Store President and the daughter of John and Faye Crucis many times. He realized that Cooper. a then-empty store in downtown The Waynesville store Waynesville — The Toggery — had the same floor plan as Mast’s Boone — Lisa Cooper, Mast General President opened in 1991. The location. Over time, he convinced the flagship store in Valle store’s owners to come take a look at Crucis ran out of space Waynesville. and Mast chose to expand locally, hence the opening of the “I remember being with my parents when they took yet Boone location in 1988.
“Waynesville showed us that we could operate stores outside Watauga County and set the foundation for our growth to many more communities. We are so thankful the Waynesville community convinced us to come.”
A picture from the original Mast Store in Valle Crucis (left) and two from the Waynesville store’s grand opening in 1991. 10 |
DowntownWaynesville.com
But, it wasn’t until the Town of Waynesville came calling that Cooper began to see the possibility of his business becoming a regional economic staple. He recently reiterated how much the move to Waynesville influenced the company’s direction and growth. “Waynesville showed us that we could operate stores outside Watauga County and set the foundation for our growth to many more communities,” said Cooper. “We are so thankful the Waynesville community convinced us to come.” ••• With the DWA only in its infancy in the late 1980s, the organization was already headlong into its mission of refurbishing and revitalizing Main Street. After the closing of the Belk store in downtown, they set their sights on Cooper, with the idea being that Mast could be an anchor business that would not only
in earlier interview. “ “We felt if they wanted us there then we should be there — and it’s been great ever since.” Mast almost overnight became an economic beacon for downtown, a symbol of change and prosperity in a town that up until then had an uncertain future. “Launching in Waynesville really started something for us in being involved in other revitalizations in other downtowns around Western North Carolina and beyond,” Cooper said in an earlier interview. “Waynesville was really ahead of its time when it came to the pride they had for their downtown and what they wanted it to become. And we took what we saw and learned in Waynesville and brought a lot of those ideas back to Boone with us.” Employing dozens of local residents with hundreds of residential and outof-town visitors milling about the large space, Cooper continues to push ahead
A recent photo of the Cooper family, the family that owns Mast General Store. Shown (from left) are Lisa Cooper (president), Addison Weaver (Lisa’s daughter, who works in the marketing department), Faye (Secretary/Treasurer emerita) and John Cooper (Lisa’s parents), Chairman.
complement existing stores but also attract new businesses. “We were apprehensive at first, but Waynesville had a really great model for downtown revitalization, and a strong Main Street program,” John Cooper said
with his original vision as it surpasses the 46-year mark. “We really appreciate our customers and our employees, and if you have appreciation in return from both, you’ve built a brand,” he said. “We’ve always
1987
DWA launches a media promotions program to draw shoppers downtown, boosting the new Apple Festival’s Window Decorating Contest, where merchants use apple themes to advertise both their stores and the festival. The banner program using local artists also continues.
1988
Ron Huelster becomes DWA’s second executive director as Luse departs, having helped cut downtown’s vacancy rate from 23 percent to just 4 percent in three years. DWA partners with Haywood Community College on a marketing survey to guide future promotion.
1989
Belk Department Store leaves downtown despite DWA’s efforts, while the Streetscape project begins with new sidewalks, benches and trees. The Tailgate Farmers Market and Merchants Mixers launch, and artist Stephen Lloyd forms what becomes HART theatre at the Strand.
wanted to keep that sense of small business, that we weren’t a chain. It’s a family store with a family of stores. We treat our employees well and hire people that look out for each other — that’s the cornerstone of our brand.” In a testament to the Cooper family’s loyalty to employees, Mast became an employee-owned company in 1995. Mast employees have also been leaders throughout the Downtown Waynesville Association’s history. Melanee Lester, the former manager of the Waynesville store, earned a Main Street Champion designation from the state’s Main Street Program in 2013 for her contributions to the DWA. One of Mast General’s models throughout its successful expansion has been to renovate historic buildings in downtowns across Southern Appalachia rather than build new ones, always trying to maintain the aesthetic and neighborly vibe of the communities.
Mast General locations Original Mast Store, Valle Crucis, Mast Store Annex, Valle Crucis, Boone. Waynesville, Hendersonville, Asheville, Greenville (SC), Knoxville (TN), Columbia (SC), Winston-Salem (NC), Roanoke (VA), Chattanooga (TN) opening in 2027
Mast also has a sister store in Valle Crucis called Rivercross Made in USA, which features pottery, jewelry, candles, soaps, photography, woven works, paintings, etc. — all items made by artisans locally, regionally, or nationally. Downtown Waynesville · 40 years
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1990
The Streetscape project wraps up, giving Main Street a new look. DWA revives Mountain Street Dances, starts the Stars and Stripes Celebration, and lands a $100,000 Main Street Incentive Grant. Town Hall is renovated, keeping government downtown for good.
1991
Mast General Store opens on Main Street, its first location outside Watauga County, giving downtown a new anchor. The Miller Street lot is completed, overhead wiring is removed, and the Holiday Tour of Homes debuts as Waynesville becomes an All-American City finalist.
1992
New DWA-branded street signs and a Welcome to Waynesville guide appear as promotion efforts expand. DWA partners with the Historical Society for Preservation Week and launches the first Farm Tour. Main Street managers statewide visit to see Waynesville’s progress firsthand.
1993
DWA completes its Main Street Incentive Fund Grant, tallying $1 million in resulting private investment downtown. The first Holiday Open House launches to draw holiday shoppers, the Holiday Tour of Homes returns, and fireman Mike Warrant builds new planters for Main Street.
1994
Downtown’s popularity surges as the Welcome to Waynesville brochure grows to include 125 businesses with a print run topping 70,000 copies. A visiting Main Street evaluation team gives DWA high marks for its ongoing revitalization work and steady momentum.
1995
A second Main Street Incentive Grant, this one for $40,000, generates more than $560,000 in private investment and development downtown. The town and DWA also build a new parking lot on the former Red Wing building site to meet rising demand. 12 |
DowntownWaynesville.com
Main Street Champions HONORING THOSE WHO GO ABOVE AND BEYOND
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hroughout the last four decades, many people have played a part in making downtown Waynesville what it has become today. Part of that success involved the Downtown Waynesville Association taking steps to be in the state’s Main Street program, which is part of the state Department of Commerce. And every year, the Main Street Program announces a slate of Main Street Champions, honoring people who have gone above and beyond to help their communities. “Main Street Champions embody the spirit of possibility,” said N.C. Commerce Secretary Lee Lilley. “They turn concepts into action, energize local economies, and inspire others to invest in the future of their communities. The dedication of our champions ensures that North Carolina’s downtowns remain vibrant places where history meets progress.” Ron Huelster was the second executive director of the Downtown Waynesville Commission and one of those who gets plenty of credit for what downtown is today. He recently said that being a part of the Main Street program was a critical factor in
PAST CHAMPIONS 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Teresa Pennington, C. Jeff Reece, Jr., Kenneth F. Wilson * Buffy Phillips Messer Mark Clasby Ronald J. Huelster Patsy Rogers Lee Galloway Richard Miller Greg Boothroyd Henry Foy Waynesville Public Works Dept. Sharron Donnahoe Dr. LeRoy and Gale Roberson
Teresa Pennington
Ron Huelster
Richard Miller
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026
Melanee Lester The Rex Feichter Family Chief Bill Hollingsed Waynesville Public Art Commission * * Alex McKay Waynesville PD * * Jody Nichols Kirk Messer * TBA
* No winner selected
Waynesville’s renaissance. “We became aware of the National Main Street program, which was fostered by the National Trust of Historic Preservation. And North Carolina was one of the states that was a member of that. And they had a Division of Community Assistance and significant people who directly helped us,” Huelster said. With the addition of this year’s honorees, the total number of Main Street Champions reaches 1,004 recipients statewide since 2000. “Each Champion is a catalyst for progress while bringing energy and commitment to the heart of our downtowns — turning challenges into opportunities and ensuring rural North Carolina thrives,” said Reginald Speight, Commerce’s Assistant Secretary of Rural Economic Development. “Their work creates places where people want to build their lives and businesses for generations to come.” “Recognizing Main Street Champions is one of the most meaningful traditions of our conference,” said Liz Parham, Director, N.C. Main Street & Rural Planning Center. “They truly demonstrate the theme of this year’s event, ‘Inspiring Impactful Change’, and their efforts leave a lasting impact on the places they call home.”
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Downtown Waynesville · 40 years
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Gateway to the Smokies NEW ARCH CELEBRATES WAYNESVILLE’S PAST
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BY HOLLY KAYS | SMOKIES LIFE he air buzzed with excitement as the crowd gathered in downtown Waynesville on Saturday, June 1, 2024. A standing-room-only assembly packed the street and sidewalk for a solid block between First Baptist Church and town hall, necks turned upward toward the new steel arch — still shrouded in black cloth — spanning Main Street. Bucket trucks manned by town electric workers stood at the ready, and when, at the conclusion of a celebratory speaking program, they cut the zip ties holding the cloth in place, a great cheer rose from the audience. A band began to play as the words beneath were revealed, decorative outlines of dogwood blooms sculpted on
either side: “Waynesville NC, Gateway to the Great Smoky Mountains.” “Today, we’re celebrating more than just the unveiling of the new ‘Gateway to the Great Smoky Mountains’ arch,” said Waynesville Town Council member Jon Feichter. “We’re here to celebrate the power of determination, best illustrated in the old adage, ‘Where there’s a will, there’s a way.’” The new arch resurrected a downtown landmark that many longtime residents still remember fondly. Anticipating the creation of Great Smoky Mountains National Park, which would occur through an act of Congress in 1934, the town completed installation of the original arch on May 31, 1933. Spanning Main Street at its intersection with
Depot Street — the opposite end of downtown from the new arch — the sign was made of steel and sheet iron, bearing the words “The Great Smoky Mountains National Park,” with a second sign hanging below, shaped like an arrow, reading “Eastern Entrance.” According to a June 1, 1933, article in The Mountaineer newspaper, the massive sign, together with its supports, weighed about two tons. It was painted later that month with a black background and white lettering, the paper reported. Though it was repainted in the late 1950s — with new wording, “Waynesville, Scenic Center Eastern North America,” in response to sentiment from other towns in the
“There was no taxpayer money spent on this arch or in putting the arch up, because we wanted to give it to the town, ourselves, and to all of you. This is a gift for everybody.”
– Teresa Pennington
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DowntownWaynesville.com
region that no one community should claim the “eastern entrance” title — the sign remained an icon for decades, integral to the identity of an ever-changing downtown. Though the wording changed, “at all times it has given a word-picture of the area,” read a July 19, 1972, Mountaineer editorial. “When you are a little girl, and all your ancestors on both sides of your family are short, and they married other short people, the only way you have to see anything at all is to look up,” Sara Scruggs said at the ceremony, reading from an essay she wrote about the arch’s significance in her life. “So, when I looked up, I saw the arch, and the arch was over the mountains, because I was so short. I
how Main St. looks without it we should conduct another poll to see whether the people really want it,” Town Manager Bill Ross is quoted as saying in a Sept. 1, 1972, Mountaineer article. “And tell anybody who wants it put back up to send us a dollar to help pay for it. If we’re going to have a sign, we’re going to have to build another one.” From the beginning, the sign’s presence had relied on residents’ willingness to “send a dollar.” The original sign cost $250 — more than $6,000 in today’s dollars — of which only $50 came from town coffers, according to a history of the sign compiled by the Downtown Waynesville Association. The rest was raised through a benefit movie shown
1996
DWA launches an early website, recognizing the internet’s marketing potential. The Razzle Dazzle children’s arts festival expands onto Main Street, the first Studio and Art Gallery Tour debuts, and a horticulture partnership begins tending the district’s many planters.
1997
New events like the Wall Street Music Festival, Super Cruise Car Show, and Night Before Christmas promotion enliven Main Street. Waynesville also earns national attention, being featured in “Where to Retire” magazine as a standout place to live.
1998
Waynesville debuts public art with its first annual Streetscapes Sculpture Exhibit and Competition, displaying pieces around town before the town purchases the winning entry permanently. DWA and the town also begin planning new decorative lamps for Main Street.
1999
The “Light Up Main Street” campaign successfully funds new decorative street lamps. American Greenways director Ed McMahan speaks at DWA’s annual meeting about balanced development, arriving just as mixed-use apartments begin rising above downtown businesses.
The new arch was unveiled in a 2024 ceremony.
saw that the mountains went on forever — the light and the dark, the shadows, all woven together with our hopes and our dreams, our secrets and our fears, that the mountains hold in trust for all of us.” When the family returned home from sojourns to visit relatives to the east, that first glimpse of the arch would mark their official homecoming. But then, on Aug. 31, 1972, town crews took the sign down. Most people were sorry to see it go — a survey the chamber of commerce conducted beforehand drew 132 responses, with 83 percent hoping to see the sign stay, The Mountaineer reported. But the sign, rusted and weatherworn from decades presiding over the town’s main thoroughfare, was disintegrating. Regardless of whether Main Street continued to have an arch, this one would have to come down. “Now that it’s down and we can see
that spring. In keeping with that tradition, the new sign was funded entirely through donations. The DWA contributed $60,000 of the $185,000 cost and worked to raise the remaining $125,000. Some of the money came through direct donations, and some was raised through more innovative means. Waynesville artist and long-time DWA board member Teresa Pennington, who is known for her incredibly detailed colored penciled drawings, created a piece aptly titled “Gateway Arch” that shows the new arch in its place on Main Street. Proceeds from sales went toward the arch effort. Smokies Life gave Pennington table space at its annual Members Weekend event in September 2023 to sell raffle tickets for the drawing, and Friends of the Smokies did the same at its Smokies Stomp that year. “If you don’t remember anything else
2000
New pedestrian-scale street lamps go up through a DWA, town, and county partnership, and public restrooms open at the fire station. Church Street gets brick sidewalks and buried wiring, downtown sidewalks are renovated, and a Main Street concept plan is drafted.
2001
Downtown Waynesville’s success becomes a model for other towns while being celebrated locally. DWA holds its annual meeting in Frog Level, signaling support for merchants there as they begin pursuing their own revitalization efforts, echoing Main Street’s earlier turnaround. Downtown Waynesville · 40 years
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that I have said, please remember that this is a gift,” Pennington said at the ceremony. “There was no taxpayer money spent on this arch or in putting the arch up, because we wanted to give it to the town, ourselves, and to all of you. This is a gift for everybody.” In the years since the arch’s removal, Waynesville has seen its share of hard times. Former DWA Director Buffy Phillips recalled how in 1986, when the organization first formed, 23 percent of downtown buildings were vacant. The town has grown and changed since then, welcoming ever-increasing numbers of Smokies visitors. In 2023, the park’s North Carolina entrances drew 3.3 million visits, up from 2.7 million in 1995. According to a study from the National Park Service, in 2022
Proceeds from the sale of artist Teresa Pennington’s watercolor helped pay for the new arch. 16 |
DowntownWaynesville.com
visitors spent a total of $2.1 billion in Great Smoky Mountains National Park gateway communities such as Waynesville. Pennington was a small child when the arch came down in 1972, so she doesn’t remember the original structure. But what she does remember, “vividly,” is Sunday afternoons spent picnicking in the park, camping trips “in Smokemont with the bears,” and summers in Cades Cove “with more bears.” The skunks left an even stronger impression — Pennington can recall how she’d sit “perfectly still” around the campfire when one of those striped creatures came around. Downtown Waynesville and the national park have been formative forces in Pennington’s life, just as they have
been for many others who attended the unveiling. “We’re here today to celebrate both,” she said, “the historic arch that’s before you in the downtown that has been rescued by an organization that has served this community for 38 years and the Great Smoky Mountains National Park that was opened in 1934. And aren’t we all so grateful that that area has been preserved?” Holly Kays is the lead writer for the 29,000-member Smokies Life, a nonprofit dedicated to supporting the scientific, historical, and interpretive activities of Great Smoky Mountains National Park by providing educational products and services such as this column. Learn more at SmokiesLife.org or reach the author at hollyk@smokieslife.org.
Haywood County with scenic byways, backcountry
roads and meandering trails is home to the Great Smoky Mountains National Park and the Blue Ridge Parkway.
Historic towns. Thriving businesses. Great schools. Stop in for a while or stay.
You’re always welcome in Haywood County.
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Downtown Waynesville · 40 years
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2003
DWA and the town of Waynesville win the Best Public-Private Partnership award at the Main Street Awards banquet for the Light Up Main Street Millennium Lamps Project, recognizing years of collaborative public-private investment that shaped downtown’s revitalization success.
2004
The Open Air Curb Market closes after 58 years in business, marking a shift downtown. Meanwhile, the historic Citizens Bank Building reopens as Town Square, offering shops, food venues, and live weekend music, revitalizing another corner of Main Street.
2007
Ron Huelster, DWA’s longtime executive director and a key figure in downtown’s revival, announces retirement after 20 years, crediting Waynesville’s authenticity as its biggest draw. Buffy Messer Phillips is named his successor, continuing the association’s momentum forward.
2008
Waynesville forms the Public Arts Commission, building on the success of the Streetscapes program that let artists loan pieces for display around town. The commission begins acquiring permanent works, including the popular “Old Time Music” metal musicians sculpture.
2011
Waynesville holds its first Appalachian Lifestyle Celebration in June, continuing the town’s theme of authenticity. Though the festival has evolved over the years, it still showcases traditional mountain crafts and heritage on Main Street, sponsored by the DWA’s successor group.
2013
The Church Street Arts and Crafts Show celebrates its 30th anniversary as downtown’s longest-running festival, having grown from 28 vendors in a parking lot in 1983 to roughly 120 vendors and 25,000 attendees each October weekend today. 18 |
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Festivals draw people to Main Street throughout the year.
The Long and Winding Road SUCCESS DIDN’T HAPPEN BY CHANCE
M
ain Street in downtown Waynesville was recently voted the second-best main street in America by USA Today, one of many accolades it has garnered over the last 30 years. With its picturesque trees and landscaping, its mix of galleries, restaurants and shops, its brick sidewalks, benches and decorative lamp posts, its public art and the recently restored arch, and all of this with the gorgeous Balsam Mountains looming in the background, the distinction is welldeserved. But Waynesville’s long road to its current lofty status among small mountain towns was not always assured. The entrepreneurs who bask in the glow of today’s success do so while standing on the shoulders of dozens of dedicated downtown stalwarts from the last several decades who led the town out of some rough times. Well-known artist Teresa Pennington has been in business in downtown since 1985 — for 41 years — and she remembers when it seemed like nearly half the storefronts were boarded up. The renaissance started with the formation of the Downtown Waynesville Association in 1986, but just starting an organization did not guarantee its success. “Things were pretty desperate, you know, but a good group of people got together and said we need to revitalize this town,” Pennington said from her gallery on a bustling weekday afternoon
just few weeks ago, where she took a break from leading a workshop of enthusiastic would-be artists. “We have a treasure here, and we’ve got to take care of it. And it’s really remarkable that not only did those early leaders see that potential, but then they said, ‘We will pay extra in taxes.’ That’s what’s remarkable to me,” Pennington said. “Today, do you think we could get that to happen? I don’t know, probably not.” Pennington was referring to the Municipal Service District, an approximately one-mile-long strip down Main Street and a couple of side streets where all the building owners willingly agreed to pay higher property taxes in hopes that if the money was well spent, it would lead to a revitalized downtown. The MSD still provides annual funding to the Downtown Waynesville Commission. Ron Huelster was the second executive director of the DWA and considered by most as one of the key figures in downtown Waynesville’s renaissance. “The steering committee (in 1985) …. said, OK, here’s what we’re going to do. Let’s form an association, go to the town, get them to pass a municipal business district to levy a tax,” Huelster said in a recent interview. “That money would go to the Downtown Waynesville Association to be the leader in the sense of downtown development.” Ronnie James, the former mayor of Waynesville, told a reporter in a 2005 story that only one person showed up
to voice opposition to the proposed MSD tax hike. “There was one person who stood up and said his dad had sent him down to oppose the tax,” James said at the time. “After he heard the presentation, he told us he was supporting the idea.” Ken Wilson was the longtime publisher of The Mountaineer and one of the leaders of the early push to revitalize Main Street. “The downtown was declining rather than growing. There was a rumor Belk was leaving,” Wilson said in a 2005 interview. “… The tax ouched a little bit, bit made me feel better to know we were doing something. I knew it was an investment that had to be made.” Jon Feichter is a second-generation building owner on Main Street, a town alderman and one of Waynesville’s most ardent and vocal fans. He grew up during downtown’s decline, and he gives massive kudos to those who made the decision to start the DWA. “What happened in 1986, I believe, is one of those inflection points,” Feichter said. “A group of individuals who cared about Waynesville saw what was happening to it. And they were determined not to let the decline of Waynesville happen like it had for so many other places.” In the internet and online shopping era, it’s hard for many today to understand that when all shopping was done in local stores, strip malls and shopping centers in the suburbs presented a worrisome threat to downtown business districts that had for centuries been the heartbeat of most communities. Huelster certainly realized it. “You had the nationwide movement to malls, and there was the big fear that if a Walmart came, we’d lose a lot,” Huelster said. And Waynesville’s Main Street in those days wasn’t that nice looking. A spider web of power lines ran up and down and across the street. Sidewalks were crumbling. Almost every pretty brick building that now has a canvas canopy was covered in aluminum siding. There were no trees and parking was a problem. Despite those issues, DWA’s early leaders know that to revive Main Street they had to do more than just spruce it up. A key component of the DWA’s early success was its decision to focus on authentic Appalachian arts and crafts. “HCC was one of the first in the country to establish a crafts program, and it’s very popular. We said, OK, let’s focus on that and use that as our mechanism toto attract people to town and then start making improvements,” said Huelster. “We wanted to make (downtown) come back as the center of our cultural activities in addition to operating businesses.” The Church Street Festival, the Apple Festival and Folkmoot USA’s international folk festival brought tens of thousands of people to Main
Main Street’s Recipe for Success
people centered public spaces that are accessible by all.
Downtown Waynesville’s recipe for success is what Main Street America refers to as “the FourPoint Approach.” It’s based on a belief that communities can be transformed- revitalized- when organization, design, promotions, and economic vitality are combined in four equal parts. This trademarked model, also known as “The Main Street Approach,” was developed by Main Street America (founded as the National Main Street Center (NMSC) in 1980) as part of the National Trust for Historic Preservation because downtown commercial districts throughout the nation were on the decline. The program’s objective was to offer community-based revitalization initiatives with a practical, adaptable framework for downtown transformation that is easily tailored to local conditions. “It’s not like throwing Jello at the wall to see what sticks,” said DWC Executive Director Beth Gilmore. “The Main Street Approach provides a methodical and strategic process for revitalization and transformation. The success we are celebrating today is proof that the model works.” Every January, the 13-member Downtown Waynesville Commission (DWC) gathers for a planning retreat to develop an “Annual Plan of Work” built around projects within each of the four points. That work is then carried out throughout the year by working Four-Point Committees comprised of board members and other community volunteers.
• Promotions involve promoting the Municipal Service District (MSD) as a whole, marketing the district’s assets, supporting a buy local experience and storytelling.
• Organization aims to build leadership and strong organizational capacity, ensure broad community engagement and forge partnerships across public and private sectors. • Design focuses on aesthetics and creating an inviting, comprehensive atmosphere, along with preserving historic character and developing
• Economic Vitality is centered around fostering investment, building a varied economic base, and cultivating a strong entrepreneurship ecosystem. To maintain accreditation, Downtown Waynesville must apply The Four-Point Approach to defined “Economic Development Strategies” or “Transformational Strategies” that guide the plan of work in a deliberate direction and helps to articulates its focus. Whereas, transformation strategies are reviewed every 5-years, the Annual Work Plan defines projects within the Four-Points that implement the strategy in 12-month increments. The DWC in 2022 adopted as their economic positioning statement, “Downtown Waynesville is the Gateway to the Smokies where the talent and rich heritage of Appalachian culture are celebrated and showcased through artisan craftmanship, music and food; and where Main Street remains the center of commerce for Downtown Waynesville.” “We were essentially saying in 2027 that we want Downtown Waynesville to be described in those terms. And we have been crafting plans every year with programs and projects that move us closer to that goal,” said Gilmore. “This is where our relationship with the arts and mountain heritage comes into play. Part of our strategy is to transform Downtown Waynesville by focusing on our rich heritage and strong arts community- just as our founders set out to do in 1986. That part of the strategy has never changed.” More than likely, it won’t change. Main Street’s Four-Point Approach is a tried-and-true recipe for success. Proof is in the pudding. Downtown Waynesville · 40 years
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Street throughout the 1990s, and those people came back to visit again as they saw new galleries and restaurants opening and saw the aesthetic improvements that were being made to the street and individual businesses. Huelster said the goal was to make downtown a place where people got together. When local dance and music enthusiast Joe Sam Queen offered to start hosting street dances in front of the courthouse, the enthusiasm was contagious. And it aligned with the movement to give Main Street a sense of place where people celebrated together. “Bringing back the street dances with Joe Sam, who is a character in his own right, was sort of an awakening,” said Huelster. “You could see what people liked, that they enjoyed coming to the street dance and coming together.”
Public-private partnerships
Now that the Downtown Waynesville Commission is more closely associated with the town than the original DWA was, and Executive Director Beth Gilmore is actually a town employee, it may be difficult for some to remember that the success of the DWA would likely not have occurred without the support of Waynesville’s elected town leaders.
2016
Waynesville earns the Great Places title from North Carolina’s American Planning Association chapter, one of only three Main Streets honored. Alderman Jon Feichter accepted the award, crediting decades of merchants and leaders who believed downtown could improve.
2016
A new state law requires Municipal Service District management contracts to go through competitive bidding for greater transparency. To comply, the Waynesville Town Board awards a fiveyear contract to the DWA, which had managed the MSD since 1986.
2022
The Waynesville Town Board creates the Downtown Waynesville Advisory Committee, transferring management of the Municipal Service District tax to its 13-member board after a year of division within DWA, aligning downtown governance more closely with the town. 20 |
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Mayors Ronnie James, Henry Foy and Gavin Brown were all forceful supporters of the DWA’s efforts, along with most of the alderman over the past 40 years. “We had some great town leadership, people who believed in downtown,” said Pennington. “I think the relationship between the town and DWA was probably the most important thing in the successes.” Early endeavors that included moving power lines off Main Street, brick sidewalks, new trash cans, lamp posts and benches all were supported by the town and much of the work was done by town staff. DWA would raise money for projects like the lamp posts, but then the town would spend money on staff to do the installations. One of the most important publicprivate ventures that helped Main Street was the county’s decision to build the new courthouse downtown instead of several other locations it was considering. The DWA and the town of Waynesville lobbied hard when it seemed the county commissioners felt they could build a cheaper courthouse somewhere else. That would have taken hundreds of jobs and those doing business every day at the courthouse out of downtown Waynesville. The final decision to keep the new courthouse — which opened in 2006 — downtown showed how the town’s support has been so important. It offered to pay for half of the parking deck on Haywood Street, a deal the county couldn’t pass up. Today it’s hard to imagine downtown Waynesville without the courthouse.
What does the future hold?
Feichter knows that the DWC’s mission is different than that of the original DWA who faced the daunting task of revitalizing a declining town. Today, the organization’s focus is on preservation and adding new chapters to the storyline. “So what I hope for the future is that 40 years from now, downtown is even better than it is today,” said Feichter. “That we honor the legacy of the folks who started the revitalization efforts and our kids inherit a downtown from us that is even better than it is today.” The mission may be different, but the strategy is very much the same: community effort. “I think now what we are charged with is building upon the legacy of the individuals who started this whole
endeavor 40 years ago. And I think it’s, how we do that is, again, very much a collective effort,” says Feichter. “We just have a different mission that they did 40 years ago.” Where that early group focused on revitalization, business owners in the MSD and the DWC can focus on ways to make downtown better and the business community stronger. “Now that Downtown Waynesville has been revitalized, the task ahead of us is to be good stewards of the legacy we’ve inherited,” said DWC Executive Director Beth Gilmore. “It’s not just about preserving what’s been accomplished but continuing to build on the foundation that’s carried us through these first 40 years.” That means continuing to protect Downtown Waynesville’s historic character and authenticity, while ensuring that the district continues to grow, evolve and adapt with changing times. The story will continue to center around partnerships and community collaboration among merchants, property owners, town leaders, artists and makers, community organizations and regional partners. There will be headlines about horse-drawn wagon rides at Christmas and an annual craft festival that’s been around a halfcentury. There will be news of façade improvements, new restaurants and retail shops, new ad campaigns, grants awarded, Main Street Champions and special projects. “And yet, it’s always going to come back to the people,” Gilmore said. “No matter what plans are made or dreams conceived, without people there is no fuel to accomplish any of it. Downtown Waynesville has always been a community that’s been built by extraordinary people.” Gilmore knows that Downtown Waynesville’s future is in good hands. “Many Main Street communities throughout America have special stores and restaurants, public spaces, pretty landscapes and beautiful surrounding scenery. But no other town has Boojum, or Affairs of the Heart, or Axe & Awl, The Scotsman, Green Hill Gallery, Orchard Coffee, The Dog Bakery or Watami,” she said. “And the list goes on to include dozens and dozens of amazing businesses that only exist in Downtown Waynesville. That’s what makes us special. And the next chapters are ours to write.”
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