Greater Winston-Salem: Industry and Community Insights 2025 by Greater Winston-Salem, Inc.

Industry & Community Insights

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Find out why young professionals and families love calling this region home

Winston-Salem

V.P./Director of Content

° Bill McMeekin

Senior Editors

° Lindsey Hyde, John Nalley, Holly Tilleros

Fun for ALL

Discover the region’s gatherings that celebrate diversity By Kelly Rogers

From its inception when the towns of Winston and Salem joined together in 1913, it’s been a place that embraces diversity of perspectives, backgrounds and life experiences. Today, the city continues to embrace diversity in all aspects, encompassing a broad spectrum of cultures, hobbies, lifestyles and interests. Here is a small sample of events and festivals that show how much Winston-Salem delivers on its spirit of acceptance and diversity.

1) International Black Theatre Festival

Previously known as the National Black Theatre Festival, this annual event has rebranded to reflect its global participants. Over the course of six days, it offers workshops, seminars, galas and more than 100 performances.

2) Juneteenth

On the surface, this is a day to commemorate the end of slavery in America, but it’s much more than that. The Juneteenth Festival in WinstonSalem is celebrated through history, music, dancing, education and community. A celebration in the heart of downtown, it includes an international vendor market, history displays, kids’ activities and much more.

3) SummerLark

People from all backgrounds gather for SummerLark, the annual benefit concert that supports cancer patients. Held at Bailey Park and hosted by Atrium Health Wake Forest Baptist, SummerLark raises hundreds of thousands of dollars each year.

4) Gears & Guitars

This unlikely joining of concerts and road bicycle races is a must-see. The community shows up to support the

racing participants while simultaneously enjoying the free summer concert series taking place in Bailey Park.

5) Bookmarks Festival of Books & Authors

This is the largest book event in the Carolinas, attracting big crowds and big names. Many famous authors attend, as do journalists, sports writers and others. It’s an extremely diverse group of voices, thought leaders and readers gathered in one setting. There are panels, workshops and a street festival.

6) Pride Festival & Parade

Thousands of people flock to downtown Winston-Salem to participate in the colorful spectacle that is Pride. There’s a big parade, live music, and people from all over gather to support the LGBTQ community. The event underscores Winston-Salem’s emphasis on acceptance, unity and respect for all.

7) 1Love Festival

Art. Entrepreneurship. Music. Community. All of these are core components of the 1Love Festival, an

impactful festival that highlights the African diaspora culture. Attracting incredible talent from near and far, the festival puts creators front and center, encouraging them to share their gifts and messages with all who attend.

8) Hispanic League Fiesta

Taking place each September at Truist Stadium in downtown Winston-Salem, the Hispanic League Fiesta has become a staple in the city’s annual calendar of events. This colorful festival highlights the vibrant food, music and entertainment of the city’s Latin community.

9) RiverRun International Film Festival

Every spring, the RiverRun International Film Festival showcases the best and brightest independent film submissions from across the globe. Its offerings encompass a huge range of diverse perspectives, experiences and talents, all curated from over 1,000 submissions. Storytelling reigns supreme across the vast mixture of genres, providing both insight, entertainment and education for all who attend.

Juneteenth

For the Win

Winston-Salem scores high marks for its standout quality of life

Located in the Piedmont Triad region of North Carolina, Winston-Salem is one of the state’s most beloved destinations. It boasts great jobs, affordable living, entertainment, outdoor recreation options and much more. From young professionals to families, the Twin City offers the opportunity to put down roots and thrive.

Young Professionals

Kellina Wanteu moved to WinstonSalem from her home state of Maryland in 2022.

As a local journalist, Wanteu regularly explores the city, which she says is one of her favorite parts of the job. She also enjoys the region’s friendly, small-town feel

and how people treat each other in the South. “People here are very welcoming and friendly.”

Wanteu says that the spirit of community can also be seen in the professional realm.

“There’s a lot of collaboration between entrepreneurs and businesses,” she says. “It’s also a very entrepreneurial city. There are always new business

openings almost every week. It’s super inspiring to see that.”

That same vigor applies to WinstonSalem’s social and cultural scene, Wanteu says.

“I know there are tons of things going on because it’s literally my job to find events and things to do,” Wanteau says. “There’s something for every age range to do.”

Family Matters

Wanteu notes that those ages include babies and kids, a sentiment echoed by young mother Kristin Hutchison. She moved to WinstonSalem from the Washington, D.C., area in 2018 after marrying her husband who was in residency at Atrium Health Wake Forest Baptist. Hutchison says that unlike other

locales, Winston-Salem has a plethora of kid-friendly places.

“There are so many places we can meet up with our friends who don’t have kids and still feel like we can bring our kids along, which is fun,” she says. “It doesn’t feel like we always have to find a babysitter because these venues are kidfriendly places.”

Clockwise, from left: Downtown Winston-Salem; Reynolda Gardens; Parks Concert Series at Tanglewood Park; East of Texas restaurant

“I know there are tons of things going on because it’s literally my job to find events and things to do. There’s something for every age range to do.”

Kellina Wanteu, local journalist

One of Hutchison’s favorite places to visit is Reynolda Gardens. In addition to a waterfall where kids can splash and play, she loves that they can easily traipse over to the Reynolda House and Village, the former home and historic buildings that once supported the 1,067-acre estate of the R.J. Reynolds family.

“The area is just so unique,” she says. “It’s such a big old house with so many things to do right there. It feels very easy to move from one thing to the next.”

Another thing about the area that she loves? Its relative lack of traffic. (The mean travel time to work is under 22 minutes.)

“Because there’s so much to do within a 15-minute radius, I feel like I never drive more than 15 minutes,” Hutchison says.

“And as a mom with young kids, the fact that our friends, our church, where we like to go out to eat and the playgrounds are all so close by is wonderful,” she adds. “It feels very life-giving because it doesn’t feel like you’re constantly in the car or constantly calculating how much time it’ll take during rush hour.”

Food, Fun, Future

After living in cities like New York, London and Miami, local entrepreneur AD Andracchio also appreciates Winston-Salem’s small-town feel, particularly as it relates to starting a family.

“In a lot of cities, the cost of having children has become prohibitive,” Andracchio says. “Whereas in Winston-Salem, it really feels like something that you can look forward to with hope versus anxiety.”

Winston-Salem’s size also belies its unique food offerings.

“One of the biggest reasons that I love living in a city is food,” Andracchio says. “Winston-Salem has incredible restaurants and restaurateurs. I consider myself a pretty big pizza and pasta connoisseur. I get a lot of pizza and pasta in New York and LA, in particular. Peyton Smith at Mission Pizza Napoletana in Winston-Salem is genuinely making the best pizza in the country.”

– Brook Bolen

Want to learn more about living and working in Winston-Salem? Visit livability.com/nc/winston-salem

Clockwise, from top: Downtown Winston-Salem; Mission Pizza Napoletana; Reynolda Village; Salem Lake Park

FAMILY OUTING

Find fun for all ages at these Winston-Salem destinations By Brook Bolen

Winston-Salem is known as one of the warmest, most welcoming cities in the Tar Heel State, so it’s no surprise that it offers an array of family-friendly locales and activities. Whether you’re a visitor or resident, check out these spots where people of all ages can have a blast.

1) Kaleideum

Looking to dazzle your kids with fun learning opportunities? Kaleideum boasts 70,000 square feet of interactive exhibits and immersive activities for kids of all ages. Popular offerings include a nature space, planetarium and rooftop playground.

2) Winston-Salem Dash Game

America’s pastime is alive and well in Winston-Salem, thanks to minor league baseball team the Dash. This High-A minor-league affiliate of the Chicago White Sox and member of the Carolina League not only puts on great games, but it offers delectable eats, like French toast bacon burgers, pickle corndogs

and gator bites. Make sure to check out one of the many theme nights, too.

3) Twisted Putter

This isn’t your parents’ mini golf. This funky neon facility is digitalized, and scores are based off skill level and how quickly players can finish the seven holes from two courses. Parents can let their kids play while they enjoy draft beer from an enormous selection. Eats, like pizza and wings, are available for order.

4) Winston Waterworks

Have a blast at this water park, which offers a splash pad, a 675-foot lazy river and an array of exciting slides. There’s also a concession stand with snacks on hand. Best of all? It has reasonable admission prices, which range from free for kids 2 and under, $2 for kids 3 to 17, and $3 for those 18 and up.

5) Reynolda Gardens

With 134 acres, this outdoor oasis features a dazzling waterfall, kid-

friendly walking trails and stunning gardens with brilliant blooms of poppies, peonies, roses and other foliage. It also includes ornamental and vegetable gardens, fountains, pergolas and Japanese-style teahouses.

6) Miracle Heights Adventures

At Crossnore Communities for Children, this two-level, 33-element aerial adventure park offers something for every skill level, including a thrilling 600-foot zip line and one of the city’s only ropes courses. Look for pay-toplay pricing on the second Saturday of each month.

7) Bookmarks

Kids can enjoy the monthly book subscription service as well as the robust activities calendar, which includes events like storytime, at this literary nonprofit organization. Parents will appreciate Footnote Coffee & Cocktails, a coffee shop selling coffee, pastries, cocktails, wine and beer, located in the same building.

‘A Bit of Everything’

THEY CAME FOR COLLEGE BUT STAYED TO BUILD CAREERS IN THE REGION

Winston-Salem is an underrated Southern gem that balances the dynamic energy of a city with the comfortable connectivity of a small town. Between the welcoming community, reliable job opportunities and active downtown area, it’s no surprise that young professionals are choosing to attend school and settle down in this North Carolina city.

A ‘First Home’

While scouting for colleges, Sara Ahmed struck gold with Wake Forest University, a private higher education institution with an established psychology program and close-knit community vibe.

“And, of course, I wanted to stay in the South because of the weather,” says Ahmed, a mental health counselor at Atrium Health Wake Forest Baptist Medical Center.

In 2016, she made the move from Atlanta to Winston-Salem.

Four years later, she graduated with her degree in psychology, but she wanted to attend Wake Forest for just a little bit longer. So, in 2020, she enrolled in a master’s program in mental health counseling, which smoothly guided her toward her current role at

Atrium Health.

“I really have enjoyed working there, and I only live about five minutes from the hospital, so I get to walk there, which is really nice,” she says.

Over the years, Ahmed fell in love with the relaxed, midsize city of

Winston-Salem and all its offerings.

“It’s not overwhelming, but it still has a bit of everything, which I love. There are options downtown to go out to eat or grab drinks,” she says.

“The mountains are 45 minutes away, and there are lots of clubs for adults to join. I joined a run club

recently, and everyone has been so kind and welcoming.”

The opportunities established during her time at Wake Forest helped her find her place in the region, building relationships and a love for the community.

“On a more personal level, Winston-Salem is my first home,” she says. “I got married here, and my partner and I moved into a home together, so I’ll always feel very attached to Winston-Salem for that, as well.”

“People here are eager to welcome new people because that’s how we make a strong and sustainable community for generations to come.”

– Katie Hall Nicolas, Arts Council of Winston-Salem & Forsyth County

Making Connections

Having grown up in rural Midland, North Carolina, Katie Hall Nicolas didn’t have to make a huge move to attend Salem College, the oldest women’s college in the country.

“I picked Salem because it had a small-town, personalized approach to education, and I felt very known there,” says Nicolas, chief marketing officer and vice president of development for the Arts Council of Winston-Salem & Forsyth County.

Majoring in math, Nicolas began undergraduate school in 2010, and her time in college proved integral to her career path.

“I got very involved with local internships,” she says. “I worked in the mayor’s office, which gave me exposure to various leaders in the community. Simultaneously, I was involved in the Rotary Club, which had me in the same room as presidents of Fortune 500 companies, city and county leadership members and presidents of local universities.”

These community connections laid the groundwork for her career, but she wasn’t quite ready to settle down yet. In 2017, she enrolled at Wake Forest University to acquire her MBA.

Two years after graduating, she joined the Arts Council, an advocacy organization for arts and culture in the region.

“Every job that I’ve had in WinstonSalem has connected me with someone, and that has been a huge part of my professional journey,” she says. “People here are eager to welcome new people because that’s how we make a strong and sustainable community for generations to come.”

– Elise Steele

PHOTOS, FROM TOP: RAYSA SUAREZ WILLIAMS; NORTH CAROLINA BLACK REPERTORY COMPANY; NEIL JESTER

The city’s arts scene creates local jobs and entertainment options.

A FULL PLATE

New and blossoming eateries expand the list of dining options in the region

The well-established eateries of Winston-Salem continue to be a sure thing when it comes to sitting down for a delicious meal. However, a group of emerging fan favorites has found themselves on the foodie radar. The chefs and owners at these establishments bring their best, each in their own way, to liven up the city’s dining scene and satisfy the discerning tastes of local gourmands.

O’BRIEN’S DELI

Using “good bread, high-quality meat and large portions,” Joshua and Sarah Liebman throw a Southern curveball at Long Island deli food culture. Their all-scratch kitchen turns out a number of custom creations – like the pickle sandwich – anything on the menu, piled high on a huge, hollowed out New York pickle.

WESTTOWN RESTAURANT

Westtown has been around since the 1990s and features unique around-the-world options, like souvlaki sandwiches, gyros and Greek burgers. With plenty of special options for meal combos, family packs, juniors and seniors, everyone leaves happy.

NATABELLES DESSERTS

Home of the world-famous sweet potato brownie, NataBelles is the domain of baker Shanata Shepard. Her “love inspired” desserts include pound cakes, cookies and cinnamon buns – all of which come drizzled and dripping with sugary

goodness. Follow NataBelle’s socials for news on daily specials.

HEFF’S BURGER CLUB

Ladykiller. Huckleberry Garcia. Heffy deluxe. The smash burgers come with quirky names, but Heff’s motto is “fine food, no fuss.” On top of leaving with a full belly, customers can pay it forward with a good deed and buy a meal to be sent to a local homeless shelter.

SAGE & SALT BISTRO

Sage & Salt elevates American bistro with fresh, seasonal ingredients. Start with the charcuterie board and work up to the yellowfin tuna tower. Sip on a decadent dessert cocktail or select a disco lemonade from the dry bar.

INDEMAND ASIAN STREET FOOD & BURGER BAR

At InDemand, it’s all about Asian street food and shareable bites.

By Amy Conry Davis

From fully loaded burgers to noodles to communal fries, it’s casual fare at a reasonable price. Enjoy an order of drunken noodles outside on the patio or split a plate of sweet thai fries among friends.

DIVE BAR

Winston-Salem is the fifth North Carolina location for this 21+ arcade bar. Head here for fun events (they call it elevated debauchery), daily drink specials and too many games to count. The bar is fully stocked, and pub fare, like pizza, tacos and pretzel bites, is served on weekends.

LOT 63

Located in historic Old Salem, this coffeehouse and taproom is a celebration of Moravian culture and gathering space for the community. It serves delicious baked goods and one of its most well-known coffee drinks is the Lot 63 latte made with Moravian spice cookie syrup.

Heff’s Burger Club

Oh, So

From Demon Deacons to Disco Turkeys, a variety of athletic events await

SPORTY SPORTY

PHOTO(S):

When it comes to sporting events, the Greater Winston-Salem area is often operating at Deac performance. That’s because the Wake Forest University Demon Deacons have a successful athletic program that provides nearly year-round entertainment options for the region.

Football and basketball receive much of the attention, but Wake Forest has a deep bench when it comes to sports. The women’s golf team won the 2023 NCAA Division I national championship, and in 2024, claimed the Atlantic Coast Conference title for the eighth time. The baseball team made it to the 2023 College World Series semifinals. The men’s tennis team was the national champ in 2018, men’s soccer had a title season in 2007, and the field hockey team pulled off a three-peat in the early 2000s.

“Not everybody is a student or an alumnus at Wake Forest, but everybody can support Wake Forest’s sports teams,” says John Currie, athletic director.

One of the university’s core goals is offering the best fan experience in North Carolina, according to Currie.

“We’re able to do that because our venues are first-class, intimate and affordable,” he says. “We have a lot of high-level stuff going on right here in Winston-Salem.”

A SMORGASBORD OF SPORTS

But Wake Forest isn’t the only university with athletic offerings. Just 5 miles from the Wake Forest campus, Winston-Salem State University (WSSU) is serving up another helping of collegiate sports at the Division II level. The WSSU Rams have a long history of sports success, including being the first historically Black college to win an NCAA basketball championship when they captured the 1967 Division II title with a 31-1 record. In addition to basketball, the university boasts cross-country, football, golf, softball, tennis, track and field, and volleyball. Sporting events are held at Bowman Gray Stadium, which is near campus and has seating for about 17,000 fans, as well as Whitaker Gymnasium and C.E. Gaines Center.

Venture off campus, and WinstonSalem boasts a sports lineup that includes auto racing, tennis, hockey and … Disco Turkeys?

Wake Forest women’s golf team Truist Stadium

Construction in Progress

Projects bring new opportunities to Greater Winston-Salem

Construction projects are taking place throughout Greater WinstonSalem, including work on Reynolda and Belews Lake Park.

Reynolda, located adjacent to Wake Forest University on the former estate of the R.J. Reynolds family, includes a museum, shops, restaurants and 134 acres of gardens. In 2024, Reynolda debuted a new welcome center that introduces about 140,000 annual visitors to the estate’s attractions. Also completed at Reynolda in 2024 was an extensive restoration of a historic 1913 greenhouse that has now reopened to visitors as Brown Family Greenhouse.

Belews Lake Park

The northeast corner of Forsyth County has long needed an outdoor recreation attraction, and now, there is a major one. The first phase of a four-phase project for the new Belews (pronounced “Blues”) Lake Park is complete.

“We received a $640,000 state grant to purchase the 216 acres from Duke Energy, and park construction of Phase 1 was completed in September 2024,” says Chris Weavil, Forsyth County Parks & Recreation director.

– Kevin Litwin

Yes, the wonderfully named Carolina Disco Turkeys offer summer fun in Winston-Salem as a member of the Southern Collegiate Baseball League. Along with the Winston-Salem Dash – a High-A minor-league affiliate of the Chicago White Sox – the Disco Turkeys provide a training ground in the area for players working toward reaching major league baseball as well as another event for local sports fans to attend.

“We’ve become a mainstay entertainment option in WinstonSalem,” says Greg Sullivan, Disco Turkeys president and co-owner.

As for the Winston-Salem Dash, tons of fans gather at Truist Stadium to cheer on their team throughout the season. Attendees love their themed games, like Golden Age Saturdays, Italian Beef, Tobacco Beetles and Hyphens.

SPEED, SERVES & SKATES

Another Winston-Salem sports offering that draws national interest is the auto racing series at historic Bowman Gray Stadium. The cars have been rumbling at the quarter-mile track since 1949 when racing was introduced there by none other than NASCAR founder Bill France. The stadium moniker – the Madhouse – is appropriate

because the WSSU Rams play their home football games there, as well. Since 2011, Winston-Salem has been an annual stop for the Association of Tennis Professionals. The Winston-Salem Open is held in late August at the Wake Forest University Tennis Center and has become a popular tune-up event for players in preparation for the U.S. Open in New York City.

And even though Winston-Salem is part of the South, the city embraces the cold-weather sport of ice hockey through the Carolina Thunderbirds. A member of the Federal Prospects League, the Thunderbirds play their home games at the 3,150-seat Winston-Salem Fairgrounds Arena and sold out 24 of their 28 games last season.

“It’s good, affordable entertainment,” says Cary Ross, Thunderbirds director of operations. “Yes, we’re playing hockey, but the first thing we look at is entertainment. We put together ticket packages for families and keep concessions affordable, so a family comes in, buys their kids a meal and sees the hockey game, and they don’t break their budget doing it.”

– Cary Estes

Winston-Salem Dash

Belews Lake Park

Seasons of Fun

A local talks outdoor options available throughout the year in the region

As a lifelong resident of Forsyth County, Chris Weavil has long enjoyed the area’s outdoor recreation opportunities. From Sunday trips to Tanglewood Park with his grandparents to weekly softball games at Union Cross Park, being outside in the fresh North Carolina air has been an important part of Weavil’s regular activities. Now, after more than 30 years working for Forsyth County Parks & Recreation, Weavil recently became the department’s director.

What is one of the best things about outdoor recreation in Forsyth County?

The location. The county is about 20 miles wide and 20 miles tall, and WinstonSalem is pretty much right in the middle. In about 15 minutes, you can drive from downtown Winston-Salem to just about any part of the county. We have some very rural areas, especially in the northern corner, and you can easily get there from downtown, which is great.

Fall is a time for outdoor festivals.

There’s usually something happening at Bailey Park (a 1.6-acre green space in the middle of the Innovation Quarter). Then during the winter, we have the Festival of Lights at Tanglewood Park, a roughly 5-mile drive-thru light show. It’s been going on for 32 years and has become a tradition for folks in this area.

What is an underappreciated outdoor gem in Forsyth County?

There is a 3-mile mountain bike trail at Horizons Park that has a lot of elevation changes. You go

What’s an example of something fun to do outside during each season?

In the spring, we have an 18-hole disc golf course at Triad Park. When it opened in 2015, it was the secondlongest course in North Carolina (at 7,171 feet). There’s also a course at Horizons Park. During the summer, the Peter S. Brunstetter Aquatic Center in Tanglewood Park is a very popular place. It has a pool with diving boards and slides, a lazy river and a splash pad. That’s something people flock to when it warms up.

By Cary Estes

from lowland along a creek to a fairly high ridgeline and back again. It almost feels like you’re in the mountains.

What is something outdoor related in Forsyth County that might surprise people?

“We have an RV campground in Tanglewood Park. While we get people from all over the country, a lot of the folks who stay there are from Forsyth County. It’s a place where you can get away from things and enjoy the outdoors without ever leaving the county.”

Innovation Quarter

Parks Concert Series at Tanglewood Park

SUCCESS IN THE BUSINESS OF

Minority-owned enterprises find a network of support

For Winston-Salem entrepreneurs, opportunities for support are plentiful. Small businesses can take advantage of programs like the Minority Business Enterprise (MBE) grant program through Greater Winston-Salem Inc. The 2023 grant cycle saw awards

across 20 local businesses, including hair salons and trenching businesses that have already found growth and support through the program.

A Shared Passion

For Elricko and Tanethia Mack, working with hair is a way of making

change in their community. The husband-and-wife duo own Mack’s Barber and Beauty Studio, with Elricko in the barbershop and Tanethia in the salon. Born and raised in Winston-Salem, the couple previously owned separate businesses but decided to operate together under one roof when they opened their newest business in 2016.

“We realized we work well together,” Tanethia says. “We’ve been working together ever since.”

When the Macks received an MBE grant in 2023, they decided to distribute the funds equally between the barbershop and salon sides of the business. This meant upgrading the space by investing in furniture, new lighting, repairs and even custom T-shirts to help market their business. For customers who have been with the Macks for years, the difference in the space was palpable.

“They’ve seen the growth,” Elricko says.

The Macks have also set up the studio space for the future. They hope to eventually offer educational classes to the community, from basic haircutting for youth looking to learn a trade to digital courses on hair styling.

For the Macks, their business is about more than just styling and cutting hair; it’s about making an impact on people’s lives. Sometimes

Tanethia Mack at Mack’s Barber and Beauty Studio

Elricko and Tanethia Mack

“I was inspired by Greater Winston-Salem Inc. to be able to give back to the community that helps me to be successful and to make the community better in whatever way I can.”

Antonio Catalan, Toro Trenching

when customers come in with something weighing on their minds, a chat with a barber or stylist can make all the difference in their day.

“You just don’t know what a haircut could do for a person,” Elricko says.

“It’s a transformation – sometimes internally and externally,” Tanethia says. “People come in feeling one way and leave feeling a different way. And you’ve had a part in that. That’s gratifying.”

Making a Difference

Antonio Catalan moved to WinstonSalem from Las Vegas in fifth grade and grew up here. After serving in the Marine Corps at Camp Pendleton for several years, Catalan decided to return to North Carolina.

“This area just felt like home,” Catalan says.

Today, Catalan is owner and operator of Toro Trenching LLC, which earned a Minority Business Enterprise grant in 2023. The MBE grant program offers grants of up to $25,000 for Black and Latino-owned

businesses in Forsyth County. The funds can be used for special projects or put toward general operating costs. For Catalan, who used his own funds to get his business started, the grant was essential to his continued success.

“Being a small business, I really didn’t have any extra income or any kind of help to get the business going,” Catalan says. “I just needed a little bit of help to keep operating and be successful.”

In addition to the grant, the program offers a one-year membership with Greater Winston-Salem Inc., which offers support with social media, networking opportunities and other helpful resources.

Catalan says the networking events have helped him form relationships with other local businesses that can point him toward opportunities in the area.

In addition to providing trenching and drainage services to homeowners and commercial properties, Toro Trenching seeks out community service projects in the area.

Catalan focuses on projects that would be difficult or impossible without machinery, like filling potholes or removing fence posts in concrete.

“I was inspired by Greater WinstonSalem Inc. to be able to give back to the community that helps me to be successful and to make the community better in whatever way I can,” Catalan says.

– Wesley Broome

Toro Trenching

IN ANOTHER LEAGUE

Hispanic-owned businesses find a helping hand in Forsyth County

May 2024 saw Winston-Salem’s first ever Feria de Negocios, a business summit put on by the Hispanic League geared toward owners of small- and medium-size businesses to help connect them with resources in the area. Conducted entirely in Spanish, the summit brought together more than 100 local business owners for a variety of events.

“We were able to capture all the needs we saw in the community and provide those in this first business summit,” says Diane Massas, development and impact director for the Hispanic League.

The Hispanic League surveyed the Forsyth County community to see what kind of resources business owners needed. The summit provided

interactive workshops and informative panel sessions by successful entrepreneurs who shared tips and strategies about business planning, marketing strategies, financial management and much more.

“As a new citizen here in the community, it’s hard to think where can I start looking for information,” Massas says. “This type of program helps people to have a head start.”

The next business summit is already in the works, along with other Hispanic League-sponsored events. The Hispanic League also helps connect consumers with Hispanic-owned businesses through the Pequeñas y Medianas Empresas directory of small- and medium-size businesses.

“I feel that Winston-Salem has the capacity to open its arms to a lot of these small businesses and entrepreneurs,” Massas says. “There are a lot of opportunities here, not only from different organizations and funding, but from the city and other entities that are here to support them, as well.”

Funky shops and bars on Trade Street. Hip music. Inspiring art. And of course restaurants that’ll bring big smiles to your face. Not to mention intimate parks just for hanging out. Come and find what moves you. BECAUSE HERE, YOU CAN.

with

Alternative Assistance BEAR

Winston-Salem’s emergency response unit aids mental health emergencies

Kristin Ryan is in charge of an innovative and impactful responsibility – supervising a 24/7 first response unit dispatched to crisis calls within the WinstonSalem community.

Ryan has been the director of the city’s Behavioral Evaluation and Response (BEAR) Team since its launch in May 2023. As North Carolina’s first independent emergency response agency, the BEAR Team was initiated to directly respond to 911 calls involving domestic violence, nonviolent substance abuse and mental health issues.

Prior to the BEAR Team, Ryan was involved in similar programs in Florida’s Pinellas County, which helped to alleviate local law enforcement with crisis-related calls.

Ryan, who has a bachelor’s degree in social work and a master’s degree in mental health counseling, began her career as a mental health provider within the court system. While obtaining her master’s, Ryan worked at an inpatient psychiatric

facility. Upon completing her degree, she became its director.

In Winston-Salem, Ryan applies her expertise from an over 20-year career in supervising the BEAR Team. A separate division of the Winston-Salem Fire Department, the BEAR Team is staffed by Ryan and 10 trained crisis counselors with backgrounds in social work, psychiatry and counseling.

Collectively, the team is repeatedly instructed in proper safety and wellness measures to interact with individuals of various ages and backgrounds. These protocols involve not only assessing a person’s needs but also providing compassionate care and effectively utilizing city resources.

“Every week, they’re getting trained or refreshed in understanding what’s available to them,” Ryan shares.

“When they go out at 3 in the morning, they need to know who to call.”

Additionally, the BEAR Team is equipped with their own vehicles and phone number. Receiving about 200 calls per month, the BEAR Team can also be contacted through 911, but their direct line was created for those who wanted to reach them immediately.

“We’ve offered it to make sure that they can call us directly,” Ryan says.

The public’s response to the BEAR Team has been incredibly positive. In addition to emergency calls, family members have called them for help with issues involving their loved ones, and advocacy leaders have invited them to attend meetings.

Other resulting factors have included significant reductions in unnecessary emergency room admissions and the extension of social services further across programs such as outreach to the city’s unhoused population.

“We’ve really been supported and successful in the Winston-Salem community.”

– Kristin Ryan, director of the Winston-Salem Behavioral Evaluation and Response Team

Ryan also notes that the BEAR Team has been training fellow first responders in Winston-Salem to better approach and handle sensitive cases.

“We want everybody to know about us, and we’ve really been supported and successful in that community in Winston-Salem,” she says.

If you or someone you know in Winston-Salem needs assistance from the BEAR Team, please call 911 and ask for the team or contact them directly by dialing 336-705-3668.

BEAR Team

Poised for Progress

WSSU Chancellor Bonita Brown makes history while planning for the future

Bonita Brown, the newly appointed and first female chancellor of Winston-Salem State University (WSSU), began her career as a lawyer, having earned her law degree at nearby Wake Forest University.

A stint as an assistant to the president of Livingstone College cemented her desire to pursue a career in higher education – a career that has included tenures as

vice president and chief strategy officer for Northern Kentucky University, director of higher education practice with the Education Trust in Washington, D.C., and vice chancellor and chief of staff of the University of North Carolina at Greensboro. Brown’s current role brings her back to her hometown of Winston-Salem, where she became WSSU’s 14th chancellor on July 1, 2024. She

shares her goals for one of the nation’s top historically Black colleges and universities and her feelings on being a role model for female leaders in academia.

What does being the first female chancellor of Winston-Salem State University mean to you? And what does it mean for other women in academia?

It’s surreal to be back home again. I’ve served at schools across the

“Being the first female is powerful. I want to be successful. I want to show people that it can be done and that females can do it, so it’s an honor, and it’s heavy all at the same time, but I’m ready for it.”

Bonita Brown, WSSU

country, but I talked to my family and decided it was time to come home. I was just waiting for that right opportunity. My parents are Winston-Salem State alumni, so they were overjoyed.

My mother says, ‘Who would have ever thought my child would grow up to be chancellor of my alma mater?’ Being the first female is powerful. I want to be successful. I want to show people that it can be done and that females can do it, so it’s an honor, and it’s heavy all at the same time, but I’m ready for it.

As the new chancellor, what are your immediate goals for the university?

One of my short-term goals is to provide a little bit more stability. I want to set the university up for success by making sure we’re fiscally sound and making sure we’re focusing on our enrollment and graduation rates so that we can better serve our students.

Looking ahead, what are some longterm initiatives or projects you hope to implement during your tenure?

I want to provide even more opportunities for those who want to get a degree. We have former students who want to return, and I want to make it easy for them to come back and graduate with the degree that they want. Another example is working more directly with Forsyth Technical Community College to make it easier for students to seamlessly transfer from that institution to ours to continue their education.

How do you plan to engage with the Greater Winston-Salem community to enhance the university’s impact and presence? Our partnerships in the community will continue to be key. WinstonSalem State has great assets and resources, and I think we need to partner with more of our regional partners to elevate those assets even further. For example, we have a great

partnership with the biomanufacturing industry, which allows our students to earn a certification for free. When it comes to workforce development, I want to be at the table as the region is recruiting different businesses so that we can talk about what WSSU has to offer and what we can develop to better support those companies.

What advantages does WinstonSalem State University offer students?

One of the advantages that we offer students is a quality education close to home. You don’t have to move away from home to get the degree you want. We’re known for

nursing and education, but we also have business programs and programs in humanities, and we even have a race car management program. We have amazing, talented faculty who are not only teaching, but also doing important research that allows students to get hands-on experience. I would tell students to explore home before you look elsewhere because chances are, we have what you need and want in an institution.

– Teree Caruthers

For more information on the region’s higher education institutions, visit livability.com/nc/winston-salem

WSSU offers students hands-on experience in a variety of programs.

Grounds for Greatness

Major project will enhance economic activity in university visitor area

Winston-Salem officials want the city to become more of a visitor destination for northwest North Carolina, and a big part of that plan involves Wake Forest University.

The Grounds, a 100-acre, mixed-use destination neighborhood in the university’s Deacon Boulevard area, will be an entertainment hub, blending retail, dining, residential and office space.

The development will be located among venues like Lawrence Joel Veterans Memorial Coliseum, Allegacy Federal Credit Union Stadium, David F. Couch Ballpark, Wake Forest Tennis Center and Winston-Salem Fairgrounds & Arena.

Along with Wake Forest University, the City of Winston-Salem, Winston-Salembased development company Front Street Capital and Atlanta-based Carter real estate investment and development firm are involved with the project.

“This area of town already has more than 750,000 people a year attending events such as Wake Forest sports, concerts, an annual 10-day Carolina Classic Fair and more,” says Adam Parker, vice president of Carter. “Now, Wake Forest and the city want to develop additional acres around the university’s sports venues and the Winston-Salem Fairgrounds.”

Apartments, Retail and Offices

Groundbreaking for the project took place in late 2024. Phase 1 includes a $35 million state grant for infrastructure work such as

By Kevin Litwin

roadways, burying utilities and installing a pedestrian pathway trail throughout the development. After the infrastructure phase, Parker says vertical construction of buildings will begin around mid-2025.

“That will involve constructing apartments targeted toward grad students and upperclassmen at Wake Forest,” he says. “In addition, a retail/restaurant village will feature local business tenants that residents of Winston-Salem are familiar with, so no national chains.”

Parker adds that an office building will be constructed next to the retail/restaurant village.

“This is an easy area to access with good highway connectivity, and the

goal is for this part of WinstonSalem to have 365 days of activity even when Wake Forest sports aren’t happening,” he says. “It’s an exciting project, including for myself. I went to Wake Forest and grew up in Winston-Salem.”

Wake Forest University President Susan R. Wente says the area will drive even more economic development that will ultimately affect all of Winston-Salem, especially since the district is also adjacent to several already-established residential neighborhoods.

“We are excited about contributing to the shared vision of a thriving area where people can live, work, play and stay,” Wente says. “The redevelopment project has wonderful potential to bring people together and contribute to the vibrancy of this part of the city.”

Susan R. Wente serves as president of Wake Forest University.

Propelling

Education, business guide students toward promising careers

futures

Greater Winston-Salem’s successful workforce development is driven not only by quality schools and higher education institutions, but also by innovative programs that nurture students’ passions and help guide them toward productive careers.

The region’s business community, including the Greater WinstonSalem Inc. economic development organization, plays a major role in

keeping a pipeline of talent flowing to growing industries. For example, the organization partnered with Winston-Salem/Forsyth County Schools to launch ASPIRE WS, a work-ready credential and paid internship program for high school juniors and seniors. Students learn valuable employable skills, such as networking, resume creation, successful interviewing techniques and maintaining a personal brand.

GETTING READY FOR WORK

“I applied to the program because it offered an accessible foundation for professional development with the potential to impact my career trajectory significantly. I was particularly impressed by the program’s comprehensive support, including transportation to workshops and internships and a $500 stipend for successful completion,” says Jeremiah Washington, who completed the ASPIRE WS program in the summers of 2022 and 2023.

Washington interned at Goodwill Industries in the retail management program and then as a financial and well-being intern at Allegacy Federal Credit Union. He says both experiences helped him understand the importance of networking and leveraging resources for professional development.

“ASPIRE equipped me with valuable strategies for career exploration. I had the chance to explore various roles and departments, participate in events on college campuses and expand my professional network, which broadened my career perspectives,” he says. “I’ve utilized the resume and communication skills from the program to secure work-study positions and internships

“ASPIRE equipped me with valuable strategies for career exploration. I had the chance to explore various roles and departments, participate in events on college campuses and expand my professional network.”

– Jeremiah Washington, ASPIRE WS

World of Work

at my college. The interviewing techniques I acquired have enhanced my professional network and increased my confidence and intentionality in my career pursuits.”

FOCUSED ON THE FUTURE

Greater Winston-Salem Inc. and Winston-Salem/Forsyth County Schools also understand that before students can fulfill their career goals, they must first meet their high school graduation goals. That’s why they developed Senior Academy, a program that provides one-on-one mentors for high school seniors, like Anthony Hill, who need extra support to meet graduation and career goals.

“I decided to participate because I saw a familiar face from middle school. One of the mentors used to be my middle school teacher,” Hill says. “My mentor was Ms. Kim. I learned a lot from her. I learned to stay focused and stay on top of things, especially my grades. She made sure I was focused.”

Hill graduated in 2024 and enrolled in Forsyth Technical Community College. This is an achievement he wasn’t sure was possible before Senior Academy.

MAKING SMART STARTS

Another innovative program helping pave career pathways for students is World of Work, a two-day event during which eighth and 10th grade students are introduced to careers across a variety of industries.

The hands-on experience allows students to meet with business leaders, try out equipment and learn about career possibilities.

“The industry has evolved into a highly technical industry, and World of Work is an opportunity to showcase that and change the perceptions that students have about the industry,” says Blum Construction President and CEO Mike Lancaster.

The construction company was a presenting sponsor of the 2023 program. Lancaster says programs, such as World of Work, expose kids at an earlier age to all the career possibilities that exist in the construction industry, which can ultimately produce a more diverse and better talent pipeline.

“The construction industry has not been as attractive as it should be to many minority groups and to females. In addition, many high school students don’t consider the high-paying jobs that are available within the industry right after graduation or the opportunities that exist if they pursue a construction/ engineering focus with their post-high school graduation studies,” he says. “For us, it is a long-term play into workforce development. We hope more students will consider the opportunities, and this will not only benefit our company but our trade partners in the future.”

– Teree Caruthers

ONE-STOP SITE

Forsyth Works helps career seekers and employers

ForsythWorksNC.com launched in March 2024 to provide job seekers and area employers with a one-stop source for workforce information. Behind this initiative are Forsyth County, Forsyth Technical Community College, Goodwill Industries of Northwest NC, Winston-Salem/ Forsyth County Schools and Greater Winston-Salem Inc.

“The initiative is to provide programs for people who are ready to return to work or want to advance their job skills,” says Mark Owens, Greater WinstonSalem Inc. president and CEO. “And for employers, it’s to help companies train and hire diverse individuals.”

Owens says the initiative is targeting six industry sectors that continue to provide strong careers in the Winston-Salem/ Forsyth County region. Those sectors are advanced manufacturing, aviation/ aerospace, business services, construction, health care and life sciences, and technology and entrepreneurship.

“Forsyth Works offers learning and training sessions monthly for job seekers and employers,” he says. “People who have gone through our programs are starting to get job opportunities and placements.”

To get the word out, a full marketing plan is in place, with the Forsyth Works program advertised on buses, digital ads, print ads and digital billboards in English and Spanish.

– Kevin Litwin

Discovery From

Life sciences innovation drives a thriving economy

Delivery Delivery to

Boasting heavy hitters like Atrium Health Wake Forest Baptist, Novant Health, Wake Forest University School of Medicine and a host of innovative established and startup companies, Greater Winston-Salem punches above its weight in the life sciences sector.

Meeting of the Minds

In the center of it all is the Innovation Quarter, home to more than 170 companies and one of the fastest growing urban innovation districts in the country. In 2022, its overall economic impact on the region was greater than $1.6 billion.

Now, the Innovation Quarter is embarking on Phase 2, adding 1 million square feet of new office, lab and retail space and 15 additional acres of urban green space, essentially

doubling its current size and placing it at No. 7 nationally for life sciences space under development.

“We are a place for all – from entrepreneurship or startups to mature company expansion,” says Jason Kaplan, the Innovation Quarter’s associate vice president for operations. “Academic and clinical components drive a lot of our activity in identifying companies with ideas that can come here and take it, as we say, from discovery to delivery.”

Kaplan says the Innovation Quarter now and with the coming expansion is focused on resources needed to facilitate new ideas.

“We’re part of the third-largest academic health and learning system in the country,” he says, “offering space that will let you do what you need to do – lab, office or coworking space or build-to-suit options.” He says Phase 2 will prepare for the future growth that’s knocking at the door.

“Allowing for expansion of programs, like Wake Forest School of Medicine, will bring more jobs, which brings more innovation, which brings more companies. It’s a

Innovation Quarter

multiplying effect,” he says.

The Innovation Quarter is also a place where people can live, learn, play and shop. Bailey Park, described as the “living room” of the Innovation Quarter, hosts community events and celebrations, and the adjacent 1.7-mile Long Branch Trail connects throughout to the larger greenway system.

“It’s a place for people to come together when that can’t always happen within a building,” Kaplan says.

Has It All

The National Science Foundation’s quest to create regional innovation engines found fertile ground in the Innovation Quarter with the Wake Forest Institute for Regenerative Medicine (WFIRM) and its network of academic, government and industry partners. WFIRM is the world’s largest institute for regenerative medicine research.

Dr. Anthony Atala, director, says beyond research, WFIRM has focused on scaling up for regenerative medicine manufacturing. A test bed offers free space where both startup and established companies develop prototypes to test ideas on equipment donated by manufacturers, and what was first called an incubator has been renamed an accelerator.

“We are a place for all – from entrepreneurship or startups to mature company expansion.”

– Jason Kaplan, Innovation Quarter

one-stop shop with our network of 67 hospitals through Advocate and Atrium, where we can access a large patient base.”

Fueling the Future

“We also have a workforce development program,” Atala says, “because if you bring companies here, you need to train people who can work here.”

WFIRM and the RegenMed Development Organization (ReMDO) announced the creation of a new program called the RegenMed Clinical Trials Catalyst in 2023.

“The No. 1 challenge for companies is that once you manufacture the product, you need to recruit patients for clinical trials to use the product,” Atala says. “We offer a

With all this in place, WFIRM and ReMDO leveraged existing partnerships with neighboring North Carolina Agricultural and Technical State University, WinstonSalem State University, Forsyth Technical Community College and a network of community colleges to apply for the NSF grant. From more than 700 applicants, they were selected as one of 10 winners nationwide to become the NSFPiedmont Triad Regenerative Medicine Engine, initially receiving up to $15 million for two years and up to $160 million over 10 years.

Atala says, “We will be able to transfer some projects at WFIRM to these other institutions for the final process development to take them to commercialization. We will have community college, undergraduate and graduate students working on these projects, expanding our workforce development.”

He says the grant for the Regenerative Medicine Engine allows the addition of a program to help companies navigate the complex regulatory environment for regenerative medicine. Additionally, the Regenerative Medicine Engine has announced at least five grant opportunities of up to $500,000 per project for companies already in the region or hoping to move here.

– Karen Vernon

Wake Forest Institute for Regenerative Medicine

TOP OF THE LIST TOP OF THE LIST

TOP OF THE LIST

Companies choose to grow and invest in the region

Businesses looking for the ideal place to locate new facilities or expand existing operations are putting Greater Winston-Salem at the top of their list, and it’s easy to see why. The area boasts a sturdy economy, innovative industries, affordability, a strong talent pool and a quality of life that employees and employers love.

“Winston-Salem offers companies several critical advantages when expanding or investing in the region, but the two most often noted

by companies are our workforce and our culture of business support,” says Ellis Keifer, vice president of economic development for Greater Winston-Salem Inc.

Investing in Change

For companies like John Deere, the region is the perfect place to invest and create jobs. John Deere has been part of the Kernersville community in Forsyth County since 1988 and has two new projects in the works, totaling $135 million in capital

investment – a new manufacturing facility that will expand its production of battery technology and a new factory that will expand its product line and add 150 new jobs to a campus that already employs approximately 600 people.

John Deere is investing approximately $70 million to build the new 380,000-square-foot factory, which will produce small excavators at its Kernersville campus. The 115,000-square-foot battery manufacturing facility,

John Deere

which will be located on the Kernersville campus, will expand production capacity of Kreisel Electric products. Kreisel produces innovative battery technology for e-mobility and stationary systems as well as comprehensive Level 3 charging solutions.

“Our customers are facing challenges that require their businesses to be more dynamic than ever before. We are engineering the technological innovations they’ll rely on to do so,” says Jennifer Preston, global director of John Deere Electric Powertrain and CEO of Kreisel. “This investment is a great step forward as we work toward our goal of demonstrating viable low- and near-zero-carbon power solutions by 2026,” she says.

Adding Jobs

Like John Deere, other companies investing in the region are creating a wealth of career opportunities.

“ The jobs created provide career opportunities that will have a generational impact on the families of our city.”

Ellis Keifer, Greater Winston-Salem Inc.

According to Keifer, in the past two years, new and expanding companies in Greater WinstonSalem have announced the creation of 1,582 jobs and more than $348 million in capital investment.

South Africa-based manufacturer Radél, which recently chose a site in Winston-Salem for its U.S. operations, is expected to add approximately 50 jobs to the area. Ziehl-Abegg Inc., a manufacturer of commercial ventilation systems, is investing more than $100 million to

expand its operations and relocate its North American headquarters to Winston-Salem from a neighboring county. It expects to employ over 300 employees by 2027.

Additionally, Nelipak, a global manufacturer of rigid and flexible packaging solutions for medical device, diagnostic, pharmaceutical drug delivery and other applications, is establishing a new flexible packaging production site in Winston-Salem.

The company is investing $20 million and expects to create about 80 new jobs over five years.

“We are excited for the opening of our 11th global facility in WinstonSalem, North Carolina,” says Todd Mansfield, vice president of global HR for Nelipak. “Important factors in our decision to locate our first North American flexible packaging operation in Forsyth County and Winston-Salem included an attractive geographic area with an available new building, a skilled local workforce, a regional emphasis on training and education, and a

Companies in various industries are choosing to relocate to or expand in the region.

favorable business climate for health care-related manufacturing.”

Creating a Ripple Effect

As companies grow and locate in Forsyth County, their investments ripple throughout the region.

“The jobs created provide career opportunities that will have a generational impact on the families of our city,” he says. “The capital invested in projects and wages expands the local tax base and stimulates our economy as those dollars are spent at local businesses.”

Since the Winston-Salem Chamber of Commerce combined with Winston-Salem Business Inc. in 2020, creating Greater WinstonSalem Inc., the organization has supported the creation of more than 2,000 jobs and $700 million in capital investment.

“We have estimated through impact analysis that the ripple effect from

those announcements has or will create an additional 1,400 jobs and $275 million in estimated annual wages, Keifer says.

The companies choosing Greater Winston-Salem are largely attracted by the region’s highly skilled and broad pool of talent.

“Our largest asset is the quality and availability of our workforce. The Winston-Salem-GreensboroHigh Point CSA boasts a workforce of over 800,000 people, and our in-migration rate is far outpacing the rest of the country,” Keifer says.

– Bill Lewis

CLEAR WINNER

In 2024, Greater Winston-Salem Inc. was named national Chamber of the Year by the Association of Chamber of Commerce Executives (ACCE). Virginiabased ACCE recognized and crowned Greater Winston-Salem Inc. for its excellence in operations, membership services, community leadership, focus on entrepreneurship and economic development efforts.

“We provided ACCE with lots of facts and details about our chamber – a large information portfolio of about 100 pages,” says Mark Owens, Greater Winston-Salem Inc. president and CEO. “We kept advancing through ACCE’s rating process, and it was exciting when we were ultimately chosen the national winner over fellow finalists Phoenix, Arizona, and the State Chamber of Oklahoma.”

Owens says Greater Winston-Salem Inc. had to submit records of its accomplishments, and the list was lengthy. Among its achievements noted was playing a part in getting $700 million in capital investment and 2,400plus jobs generated in the region since 2020. In addition, the organization has been involved in distributing $889,000 in Minority Business Enterprise (MBE) grants to startups and small companies.

– Kevin Litwin

John Deere

Greater Winston-Salem Inc. named best in nation

Community Profile Community Profile

POPULATION

688,471

Winston-Salem Metro Area

251,350

Winston-Salem (city)

EDUCATION

Among the Top 50 Best Places to Live

By U.S. News & World Report

HIGHER EDUCATION OPTIONS

» Carolina University

» Forsyth Technical Community College

» Salem College

» University of North Carolina School of the Arts

» Wake Forest University

» Winston-Salem State University

OUTDOOR RECREATION

3,500 Acres of parks

25 Miles of greenways and trails

Sources: Census Reporter, U.S. Census Bureau, Greater Winston-Salem Inc., Zillow

$231,200

Average home value

309,986

Total housing units

278,269

Number of households

Did You Know?

Winston-Salem, along with Greensboro and High Point, make up the Piedmont Triad of North Carolina.