Pictured: From left to right - Elena Gupta, Andrea Robel, and Monica Rousseau.
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From the Publisher
Welcome to the Women in Business edition of WNC Business! Women-owned businesses are thriving across our region, supported by a growing network of organizations and resources. Female entrepreneurs have abundant opportunities, and women are continuing to rise to highlevel positions within long-standing companies and corporations in every industry across WNC and beyond.
Our Q4 2024 feature article highlights an array of women’s networking groups, unique challenges women experience in the workplace, women in the business of supporting local women in business, and success stories from female leaders. We hope this shines a light on the growing influence of women in our region’s business ecosystem.
In this quarter’s industry spotlights, we explore insights from the Retirement, Retail, and Government/Nonprofit sectors. As our retiree population grows, the economic impact from their spending and the organizations that serve them is significant. Independent local businesses are finding innovative ways to succeed in the Retail sector, and the Government and Nonprofit sectors continue to collaborate in supporting our communities, employing thousands across the region.
As businesses thrive and new milestones are celebrated, we invite you to share these moments with us. Tag us on social media, visit WNCBusiness. com to submit news, or email Editor@WNCBusiness.com so we can celebrate with you.
As a resource helping everyone in business in the region to be Connected, Informed, and Inspired, WNC Business is proud to offer this publication at no cost to the community, and it is our loyal advertising partners who make that possible. Please keep them in mind when evaluating service providers for your business needs. To share your business’s benefits to the community and help support future publications, email Info@HulseyMedia.com.
We hope you enjoy discovering the exciting aspects of our region’s business community as much as we enjoy bringing them to you.
Brett Hulsey President & Publisher, Hulsey Media, Inc.
A New Business Resource from the Local Industry Leader.
WNC Business is brought to you by Hulsey Media, Western North Carolina’s leading source of local knowledge.
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On the Cover
Photo by Buckman Studios and Hendersonville Headshots.
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Volume 03 | Issue 04 | Q4 2024
Through seminars, credentialed certificates and business coaching, we equip both aspiring and current leaders with the skills to inspire, adapt and innovate. Whether you seek professional growth or teambuilding strategies, we’re here to help you lead with courage and achieve lasting success.
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Retail
Cheers!
Business Shout-outs from Around Western North Carolina
Awards & Recognitions
The National Association of Development Organizations has conferred three Aliceann Wohlbruck Impact Awards to Land of Sky Regional Council for the following projects: GO PLACES: Growth Opportunities – Peer Leaders Activating the Community for Employment Success, Healthy Opportunities Pilot Project, and WISH Collaborative – WNC Initiative for Supportive Housing.
USA Today ranked Asheville Wine Tours as #3 on its list of wine tour companies across the country.
Mountain Credit Union was named one of American Banker’s 2024 “Best Credit Unions to Work For.”
Caldwell Senior Center was selected as Outstanding Nonprofit of the Year by the Caldwell Chamber during their 2024 Annual Meeting.
IFB Solutions recognized Asheville manufacturing employee Joshua Denton as its 2024 companywide Employee of the Year.
The Haywood Chamber of Commerce recognized the following businesses and individuals at their Annual Installation and Awards Dinner in June:
• Business of the Year (over 50 employees): Premier Magnesia – Jim Hill and Matt Haynes
• Business of the Year (under 50 employees): Twigs and Leaves –Roger Reid, Tiffani Watts, and their team
• 2024 Woman of Distinction: Vicki Hyatt with The Mountaineer
• Entrepreneur of the Year: Drake Fultz with Main St. Diner, Crepe & Custard, and Haywood 209 Cafe
• Leader of the Year: Zeb Smathers with the Town of Canton
• Emerging Female Leader of the Year: Merritt Tongen with LN Davis Insurance Group
• Ambassador of the Year: John Hornsby with Hornsby Creative Group
Promotions & On The Move
Sarah Cosgrove was named Advocacy & Community Engagement Director of the Builders Association of the Blue Ridge Mountains.
The YMCA of Western North Carolina announced two personnel changes: Eric Barsotti is now the Associate Executive Director at the Ferguson Family YMCA, and Stephanie Munn is now Executive Director of the downtown Asheville Y.
The North Carolina Automobile Dealers Association announced the election of Randy Hunte r with Hunter Automotive Group in Hendersonville as the association’s 2024-2025 Chairman of the Board.
Stephanie Lee has been named Executive Director of the North Carolina Arboretum.
New River Conservancy announced Andrew Downs as its new Executive Director.
IFB Solutions has hired Alina Garcia Ravelo to oversee its Asheville operations as the nonprofit’s plant manager.
Brandon Romstadt was named Communications Specialist at WNC Health Network.
High Country Council of Governments announced Shannon Logan will take on the Finance Technician position.
The Rotary Club of Asheville announced the appointment of Eva-Michelle Spicer as President for the 2024-25 term.
Amy Allison has been named the Director of the North Carolina Outdoor Economy Office.
Coming Soon
NC Guardian and Care Management will celebrate its grand opening and ribbon cutting on October 9.
Asheville Oral & Maxillofacial Surgery will open its new office on October 24.
Expansions & Grand Openings
MountainCare relocated their Buncombe County program to an expanded location in Downtown Asheville.
Metro Wines’ owners, along with Chef Sam Etheridge, opened Wine Bistro and Provisions in Woodfin in August.
The YMCA of Western North Carolina expanded its 21st Century Community Learning Center Horizons program.
UNC Health Blue Ridge opened a new patient tower, adding space to serve additional patients.
Hotel Sylva opened its newly remodeled hotel on Main Street.
Proactiv Hydration & Wellness opened on Church Street Hendersonville in August. They offer IV Hydration Therapy to provide relief and recovery for a variety
Root & Bone opened at The Crossroads in Hendersonville in August.
Creators of RunnerBox and RiderBox launched Sports Nutrition Marketplace.
Whoa Nelly Media opened in Asheville in July.
Apotheca opened in Waynesville in July.
Liondog Lounge opened in Weaverville in July.
Sidecar Bar at Storie Street Grille opened in Blowing Rock in July.
Firelight Book & Candle opened a brick-and-mortar store in Blowing Rock after four years of online-only sales.
LaundroMutt opened its full-service pet grooming salon in Weaverville.
Partnerships, Mergers & Acquisitions
Carolina Village plans to expand its service offerings with its purchase of The Opportunity House.
Sugar Hollow Solar announced its partnership with the North Carolina Clean Energy Fund to launch a groundbreaking solar lending program.
Eagle Market Streets Development Corporation is partnering with The Mindful Marketplace Podcast to offer panel discussions on local economies, focusing on community funds and initiatives led by people of color and women.
Mountain BizWorks expanded its partnership with Hatch Innovation Hub, opening a new office at Hatch’s Downtown Asheville facility.
Approaching its 100th anniversary, the Lake Lure Inn was purchased by Ridgeline Acquisitions LLC.
Isothermal Community College and Western Governors University announced a new partnership aimed at providing expanded educational opportunities for students in Polk and Rutherford counties.
Anniversaries & Milestones
Gynecologic Oncologist Dr. Amy Alexander has successfully completed her 500th robotic surgery.
HarmonyAVL+media celebrates its 25th anniversary in 2024.
SylvanSport celebrates its 20th anniversary with the launch of its latest product line, the 2025 Micro Adventure Series.
Rye Knot celebrated its 4th Anniversary in July.
Chuck Mantooth, President and CEO of UNC Health Appalachian has decided to retire, effective January 1, 2025.
Cumbie & Trull School of Real Estate celebrated its 30th anniversary in August.
Mountain Horticulture Crops Research and Extension Center in Mills River celebrated its 75th anniversary in August.
Blue Ridge Community College celebrated its 55th anniversary in July.
The Asheville Design District celebrated its second anniversary in July.
Eagles Nest Outfitters celebrated its 25th anniversary in June .
Regional Roundup
Business News from Around Western North Carolina
Ashe County
Golden LEAF Foundation Announces New Funding
WEST JEFFERSON – The Golden LEAF Foundation Board of Directors awarded $9,614,500 in funding for seven projects through the Shell Building Pilot Program. In Ashe County, $1,385,000 was awarded for clearing, grading, erosion control, and construction of a 15,000-square-foot shell building to be located at the Ashe County Industrial Park. The County expects that construction of a shell building could attract a business that would invest $3,000,000 in private capital and create 30 new jobs with an average annual salary of $42,900.
Source: Golden LEAF Foundation
Buncombe County County Commissioners Approve Broadband Funding
At the September 3, 2024 meeting, the Buncombe County Board of Commissioners approved revised funding for the State’s Completing Access to Broadband program. The State awarded a broadband infrastructure project to Bellsouth Telecommunications for fiber expansion, requiring Buncombe County to provide a financial match. The County identified $411,408 through reallocating ARPA funds and Medicaid Hold-Harmless Funds to support broadband infrastructure expansion in the Leicester, Newfound, Hominy, and Swannanoa communities.
Source: Asheville Area Chamber of Commerce
Haywood County
Suzano to Purchase Pactiv Evergreen Facility
CANTON – Suzano, the world’s largest pulp producer, announced the acquisition of industrial assets from Pactiv Evergreen in the United States. This will expand the company’s operations in North America and mark its entrance into the consumer and food service packaging segments in the region. The transaction is valued at $110 million and includes two mills in Pine Bluff, Arkansas, and Canton, North Carolina, that manufacture liquid packaging board and cupstock. Subject to final regulatory approval expected later this year, these assets will add approximately 420,000 metric tonnes annually of integrated paperboard to Suzano’s production capacity. Alongside the acquisition, Suzano has signed a longterm supply deal with Pactiv Evergreen to provide liquid packaging board for its converting business.
Source: Suzano
Henderson County
SELEE Corporation Announces $7 Million Investment in Hendersonville
HENDERSONVILLE – Henderson County’s robust manufacturing community continues to strengthen with the recent announcement from SELEE Corporation, a division of Porvair plc. As the pioneer in metal filtration technology, SELEE has chosen to expand their production and facilities in Henderson County. The company has locations in the United
States and globally and will invest $7 million in their Hendersonville location including $4.5 million in personal property improvements. This expansion will retain over 110 jobs with an average wage of $70,350, more than 30% above the countywide average wage.
Source: Henderson County Partnership for Economic Development
Appalachian State Awarded $35 Million Grant
BOONE — The US Department of Education has awarded a seven-year, $35 million GEAR UP (Gaining Early Awareness and Readiness for Undergraduate Programs) grant to Appalachian State University’s College Access Partnerships in the Reich College of Education. The award represents the largest single grant ever awarded to the university. GEAR UP is a federally-funded college access program designed to increase the number of students who are prepared to enter and succeed in postsecondary education immediately after high school. Through a wide range of research-based services to students, families, and teachers, the GEAR UP NC Appalachian Partnership aims to improve college-going mindsets, high school graduation rates, and postsecondary enrollment rates.
Source: Appalachian State University
North Carolina Breaks Tourism Spending Record in 2023
Visitor spending continued to break
and local taxes in 2023. The total represents a 5.8 percent increase from 2022.
• State tax receipts from visitor spending rose 5.6% to $1.3 billion in 2023.
• Local tax receipts grew 5.4% to $1.2 billion.
• Visitors spend more than $97 million per day in North Carolina. That spending adds $7.1 million per day to state and local tax revenues (about $3.7 million in state taxes and $3.4 million in local taxes).
• Each North Carolina household saved $518 on average in state and local taxes as a direct result of visitor spending in the state. Savings per capita averaged $239.
• North Carolina hosted approximately 43 million visitors in 2023.
Source: NC Department of Commerce
NC Awarded $1 Million Grant for EV Chargers, Clean Energy Courses
in National Electric Vehicle Infrastructure Program funds which are being used to develop an EV charging network.
Source: NC Department of Transportation
• Total spending by domestic and international visitors in North Carolina reached $35.6 billion in 2023. That sum represents a 6.9% increase over 2022 expenditures.
• Direct tourism employment in North Carolina increased 4.8% to 227,200.
• Direct tourism payroll increased 6.6% to nearly $9.3 billion.
• Visitors to North Carolina generated nearly $4.5 billion in federal, state,
North Carolina will be able to expand its electric vehicle charging network to 10 community colleges and better train the next generation of students on clean vehicle technologies, thanks to a $1 million Charging and Fueling Infrastructure Discretionary Grant from the US Department of Transportation. The $1 million grant will pay to install 20 Level 2 EV charging stations at 10 community colleges statewide. Level 2 chargers take between four and eight hours to charge a vehicle. Participating community colleges, including Blue Ridge Community College, will also be able to add clean vehicle training courses that teach students how to build and repair electric vehicles and install, maintain, and operate EV chargers. The CFI grant adds to the $109 million NC has already received
Troxler Announces Grants to NC Food Manufacturers and Processors
Agriculture Commissioner Steve Troxler announced $12.4 million in awards that will focus on the expansion of current food manufacturers and processors with the goal of increasing value-added goods and products manufactured in the state.
A total of eight projects that include produce, meat, and dairy products received initial awards through the NC Agricultural Manufacturing and Processing Initiative. The North Carolina Department of Agriculture and Consumer Services administers the NCAMPI awards to increase NC agricultural manufacturing and food processing capacity. Locally, FlavorFull Slices of Henderson County will receive $220,000 for an apple slicer.
Source: NC Department of Agriculture
NC tourism facts:
Photo by Francisco Cornellana Castells.
regional roundup
Mountain BizWorks Releases 2024 Local Business Impact Survey
Western North Carolina small business owners are making a significant economic impact by creating 980 jobs, launching 91 new businesses, and expressing consistent growth capital needs across the region. The 2024 Local Business Impact Survey, presented by Mountain BizWorks, highlights these key findings, underscoring the continued growth in the small business landscape and the emerging need for accessible funding to sustain and expand these enterprises.
Key Takeaways include:
Strong Economic Contributions: Western North Carolina’s small businesses, supported by Mountain BizWorks,
created 980 new jobs and launched 91 new ventures this year, demonstrating significant economic growth.
Consistent Capital Needs: A substantial 74% of small businesses indicated a need for additional capital under $100K in the coming year, with entrepreneurs of color, particularly women, facing heightened challenges. This underscores the ongoing need for accessible and affordable funding options.
Financial Management Insights: While 98% of surveyed entrepreneurs use some form of bookkeeping, with QuickBooks being the most popular tool, only 14% report excellent financial health. This highlights a need for enhanced financial management support and planning.
Generational Wealth Opportunities: Despite economic fluctuations, 36% of entrepreneurs experienced a personal
income increase of 5% or more, signaling progress towards building generational wealth. However, there remains a significant opportunity to further elevate these outcomes.
Source: Mountain BizWorks
Burke, Caldwell to Receive North Carolina Rural Infrastructure Authority Grants
The North Carolina Rural Infrastructure Authority has approved eight grant requests to local governments totaling $1,650,000. These grants are for projects that have committed to creating 297 jobs and will attract more than $234 million in public and private investment. The RIA approved eight grant requests under this program in the Vacant Building, Existing Business Building, and Rural Health Building categories. WNC grant recipients include:
City of Lenoir (Caldwell County): A $140,000 grant will support the reuse of a 13,000-square-foot building in Lenoir where Nutrameltz, a health and wellness brand that specializes in premium supplement offerings like vitamins, minerals, herbs and nutraceuticals, plans to locate. The project is expected to create 18 jobs, with a private investment of $2,236,626 tied to this grant.
Burke County: A $175,000 grant will support the renovation of a 92,500-squarefoot building in Hildebran. The facility is occupied by Miller Knoll, one of several companies under the Geiger International, Inc. umbrella, which manufactures seating and tables for health care, higher education, corporate office, and residential markets. With this expansion, the company expects to create 47 jobs and invest $354,000.
Source: Economic Development Partnership of North Carolina
St. Luke’s Hospital Will Soon Be AdventHealth Polk
AdventHealth plans to assume management of the hospital and its related facilities in October.
Polk County
COLUMBUS – AdventHealth, one of the nation’s largest faith-based health systems, recently signed a definitive agreement to assume management of St. Luke’s Hospital in Columbus, North Carolina. St. Luke’s is a toprated, community-owned critical access hospital serving the Western Carolinas. The agreement also includes several physician and ambulatory care clinics. AdventHealth will rename the hospital AdventHealth Polk to reflect its national network and brand.
“We are excited about the opportunity to offer our unique promise of wholeperson care to this community and look forward to working with and caring for the team members, physicians, patients and residents of Polk County and the surrounding area,” said Terry Shaw, president/CEO for AdventHealth.
In June, the Polk County Board of Commissioners approved the changes necessary to St. Luke’s current lease agreement to make this transition possible. Once the transition takes place, AdventHealth Polk will join AdventHealth Hendersonville, located in neighboring Henderson County, in providing care to Western North Carolina.
“AdventHealth and our team in Hendersonville are looking forward to having the exceptional St. Luke’s team as partners in caring for the people of Western North Carolina. Our hospitals share a legacy of providing high-quality, faith-based care that focuses on the whole-person – body, mind and spirit,” said Brandon Nudd, president/CEO for AdventHealth Hendersonville.
The transition to AdventHealth Polk should be complete in October, pending government and regulatory approvals.
Until then, current management will remain in place. AdventHealth is committed to ensuring a smooth transition for all team members, physicians, and consumers, maintaining the high standards of care for which St. Luke’s Hospital is known.
“St. Luke’s has been the community’s leader in health care services for nearly a century and a model for critical access hospitals in the Southeast. We look forward to being part of AdventHealth’s national care network and continuing to deliver high-quality health care in a consumercentric manner as AdventHealth Polk,” said Bill Miller, St. Luke’s Hospital Board Member and Chair.
Source: AdventHealth Hendersonville. Progress will be updated on WNCBusiness.com as new announcements are made.
Women in Business
Throughout WNC and beyond, women are navigating and overcoming challenges in both business and personal spheres, consistently emerging as influential leaders in the business community.
women in business
Insights From Business Leaders
Despite having English as my second language and working in an incredibly challenging MBA program at WCU, by the end of my first semester I realized I wasn’t just surviving, I was excelling. My perspectives were broader, my problem-solving abilities sharper, and my resilience stronger. That’s when I understood that my differences weren’t weaknesses; they were my superpower.
That ‘aha’ moment shifted my mindset. I no longer saw myself as someone who needed to catch up with others. I saw myself as someone who had a unique perspective to offer, someone who could lead people through the challenge with success. I realized I could use my experience to help business owners who were feeling overwhelmed, just as I had once felt. This was the moment that pushed me toward working with the SBTDC, where I could channel my passion for helping entrepreneurs turn their dreams into reality and utilize my business education on a bigger scale.
I often share that moment with other entrepreneurs, particularly women, reminding them that those who push beyond what’s familiar are the ones who achieve real progress.
–Elena Gupta
The most important things that have led to my current success would be honesty and perseverance. Be honest with yourself and your customers and persevere by making sure you stay focused on clear goals. Someone once asked me, “how many times can you ride a rollercoaster without getting sick?” There are a lot of ups and downs in building a successful business, and it takes dedication to make sure you stay on track.
–Andrea Robel
It is an incredible honor to be a female leader in WNC’s business ecosystem. I grew up in Buncombe County, and as a child who many days did not have lunch money, I’m fortunate to have grown my business to a level of having the privilege to support my children’s schools as well as local nonprofits serving women and families in distress.
I am grateful for the opportunities I have been given, and proud to support my local community in a way that touches my heart. I am excited about the future of our community, and look forward to serving for many years to come.
–Monica Rousseau
women in business
WNC’s Networking Groups for Women
A variety of networking groups provide opportunities for women to connect, collaborate, and grow in their personal and professional lives.
The Beauty Boost
The Beauty Boost aims to create a space where women with shared values come together to motivate one another, inspire each other, and create an overall happier lifestyle. This platform also holds an annual conference and offers TBB Biz, a one-year business growth program.
Led by Rachel Morgan
TheBeautyBoost.net/Asheville
Caldwell Women’s Forum
Caldwell Women’s Forum enables women to discover new ways to ignite, inspire,
and focus on what truly matters to them. Participants engage in meaningful discussions during small table sessions, exchange ideas, and gain valuable insights on how to craft their visions for tomorrow.
Led by the Caldwell Chamber
CaldwellChamberNC.com/CaldwellWomens-Forum
Empowerment Collective AVL
Empowerment Collective provides a dynamic platform where accomplished women can unveil their transformative journeys. In doing so, a community brimming with inspiration, knowledgesharing, and meaningful connections is cultivated, uniting women throughout every stage of their personal and professional evolutions.
Led by Natalie Micale and Sonya Costello Linkedin.com/Company/Empowerment-
Collective-AVL
Flourish
Flourish Networking offers a wholesome and safe place for women to come and grow by providing an atmosphere that is void of competitiveness, aggressiveness, hard selling tactics, and all of the uncomfortable things that turn people off from ordinary networking experiences. Flourish Networking events occur once per month. Each of the meet-ups has been designed to help participants build their businesses, connect with wonderful women of purpose, and make an impact in the lives of others.
The Asheville Chapter is led by Missy Frish. ComeFlourishWithUs.com/Asheville Power of Women
The Power of Women is a women’s
Commercial Insurance Advisor-Putting Clients First, Diligently Working to Protect Your Business Operations & Capital
Local Expertise: In-depth knowledge of the local market to provide relevant and effective insurance solutions.
Risk Management: Expert advice and strategies to minimize potential risks and protect your assets.
Customizable Policies: Flexible insurance solutions designed to meet the unique needs of your business.
Comprehensive Coverage: Tailored insurance plans that cover all aspects of your business, from property to liability to include, as needed:
■ Cybersecurity Insurance: Protection against data breaches and cyber threats.
■ Business Interruption Insurance: Coverage to keep your business running smoothly during unexpected disruptions.
■ Professional Liability: Safeguard your business against claims of negligence or malpractice.
Business Insurance Advisor continued on page 16
Kristy Wilson
women in business
collective that inspires collaboration amongst female leaders in business in an effort to elevate women leaders. The mission of Power of Women is to lift each other up and provide networking and learning opportunities for women leaders in our world. Power of Women shares the belief that together women can grow themselves, and in turn their businesses, with greater impact than can be done alone. Each event is designed to provide actionable insights, practical tools, and a supportive environment where women can thrive.
Led by Hannah Kitt and Kim Winters PowerOfWomen.World
Regroup – Women’s Empowerment Breakfast
Regroup offers a morning of inspiration, collaboration, and empowerment, where women come together to build a
stronger, more supportive community. Breakfasts are held at The Main Event in Hendersonville on the third Thursday of each month.
Led by Brittany Bettini
TheMainEventWNC.com/Regroup
Watauga Women in Leadership
The mission of Watauga Women in Leadership is to empower High Country women in business and leadership in all stages of their careers. The organization presents multiple events that support women through networking and educational speakers. Their hope is to enable and grow business, support and mentoring opportunities among professional women in the High Country.
Led by the Boone Area Chamber of Commerce
BooneChamber.com/Watauga-Women-
CARE FOR THE POOR AND VULNERABLE
AtCatholicCharities,wearedriven by our mission toserveourneighborsinneed, regardlessofbackground.Fromfood assistance and refugeeresettlementtoimmigration legalservicesandmentalhealthcounseling, our dedicatedteaminwesternNorthCarolina isheretolendahelpinghand.
In-Leadership
Women Belong (Asheville Circle)
Women Belong – Asheville Circle hosts networking meetings to support businesses in and around the Asheville area. Attendees share leads, referrals, and each other’s thought leadership to support the expansion of businesses. Meetings either feature a member who will showcase her area of business expertise or a business-related workshop is conducted. Circle meetings are open to guests. Guests can attend this Circle two times, with a maximum of six Women Belong Circle visits per year. Members receive unlimited attendance and other benefits.
The Asheville Circle is led by Katherine Finley.
WomenBelong.com/NC-Asheville Women in Business (Haywood Chamber of Commerce)
The Haywood Chamber of Commerce’s Women in Business program encourages engagement with other extraordinary women in the community to network, exchange tips and tricks, and find solutions to your challenges. The mission of this program is to prepare women to be professional leaders in the community and to provide mentoring and support at all levels. Women may be able to find a mentor within this program as well. This platform offers a wide focus on its guest speakers with a concentration on their topic, their brand, and their story.
Women in Trades welcomes femaleidentified people who work in traditionally male industries. This is an intergenerational group learning from those who came before and lifting up the new women in
women in business
“Through connections, we’re changing the narrative for our generation and the generation of our daughters.”
the community. Meetups occur monthly at various locations.
Led by Julie Walthour Meetup.com/Women-In-Trades
Women Supporting Women
Several passionate local business women are on a mission to offer support including connections, motivation, and education to boost success for local women in business.
Ashley Sterken - Hive Ambition
There is one theme shared by a large majority of people following the COVID-19 pandemic — the need for connection.
According to Hive Ambition Founder Ashley Sterken, scheduling networking sessions is an important factor in the ability of women to meeting potential colleagues and collaborators, and for working on their businesses. However, the need for connection goes deeper than that.
Hive Ambition is a new platform for women that not only facilitates business education, resources, training, and a member directory, but also a variety of in-person events focused on simple connection. These events include activities like member dinners, group hikes, and retreats.
“These types of events are focused less on ‘networking’ and more on actually deepening the connection and trust between the women in the community,” Sterken said. “This, in the long run, is actually where the magic lies.”
Sterken’s own experience was the catalyst for the creation of the Hive community.
After working from home for eight years, having a baby, going through postpartum then directly into COVID, she experienced an extended sequence of events in which she felt lonely. After searching for a place to find genuine connections with likeminded women who also support personal growth in the Asheville area, she decided to create it herself.
With original thoughts of creating a networking or meetup group, ideas for her vision continued emerging. Through brainstorming sessions with a friend in early 2024, ideas for support,
events, activities, resources, and more continued to add up, quickly resulting in an app-based community of more than 90 members by July.
“Some feedback I’ve received has been that it doesn’t feel like a regular networking group,” Sterken said. “For members, it feels like something bigger and more inclusive, which is the best feedback ever because that’s exactly what I’m trying to build.”
Focusing on the whole-woman perspective of business support, Hive also encourages women to take care of themselves while taking care of their businesses. Recognizing how to set and maintain boundaries helps women have the capacity to fulfill all of their roles. Recognizing that everyone needs self care is important, and by learning how to nurture the whole self, the women’s businesses are also nurtured.
“We are not just our businesses,” Sterken said. “We have businesses, and we are also whole people. Helping each other excel and have success in all areas of our lives feels really important to all of us.”
Something unique to Western North Carolina is that many of the area’s residents have chosen to live here. People seem to seek a high quality of life because of the area’s beauty, and want to spend time outdoors enjoying that beauty, according to Sterken. That collective mentality and less of a hustle-culture mindset lead people to be kind, flexible, and collaborative.
“It’s not all about work here; it’s more of a holistic experience,” Sterken said. “There’s more collaboration, and there’s more seeking out a really good quality of life. For example, in larger cities, there continued on page 20
wnc women in business
Tonya Bartley Audiologist
Tonya Bartley has been helping patients improve their quality of life through better hearing as an audiologist for 27 years. She became the owner of Biggert’s Hearing in 2022. As a wife and mother of three her friendly, caring demeanor sets the stage for the same quality of care and family atmosphere that Biggert’s has been known for since 2000.
“As a woman in business and a mother, it is important to support each other as we strive to create businesses that allow us to serve our clients and enhance our families lives.”
828-692-0353 | BiggertsHearing.com
Jamie Bliss Distribution Coordinator
Jamie Bliss is a distribution coordinator for Hulsey Media. She ensures the magazines are restocked and available for the public to enjoy in parts of Henderson and Polk County. In addition to her work with Hulsey Media she has a small business known as Bliss Assist Solutions, providing residential cleaning and concierge services to our local area.
“My advice to my younger self regarding business success would be to “start now”, don’t wait for the perfect moment. Begin with what you have, set goals and stay focused!”
828-513-3888 | HulseyMedia.com
Rae Booth Founder
Rae Booth transitioned from 20+ years in corporate human resources to launch a healthcare brand in 2006. Known for re-engineering organizations, she created a Senior Shelter System in DE. Rae enjoys spending time with her family and grandson, kayaking, hiking, and the vitality of Asheville’s nature.
“During the startup phase or business expansion, I looked in the mirror daily and affirmed, “I am 100% committed.”
“Yes, it’s challenging, but I won’t fail. There’s always a solution or new strategy.” “You got this!”
828-844-4634 | SilverbellHomestead.com
women in business
may be a higher level of expectations for working during the weekend. Here, there’s a higher level of understanding and almost an expectation for people to do things like go camping with their family.”
While the Hive Ambition community offers many opportunities for connections for entrepreneurs, women who are in leadership positions or seeking to rise in their careers have also found the group a good fit to support those journeys. Building relationships, supporting personal growth, and honing different skills can be supportive of the goals of any woman on an ambitious career path.
For Sterken, the Hive community is also reflective of women’s goals of supporting the next generation of women in business. Equipping women with the skills to deal with challenges less often experienced by men in business, such as imposter
syndrome and communication struggles, can result in these skills being passed down to younger generations.
“The bigger mission of Hive is to bring the information and knowledge of women business leaders to a younger generation, inspiring them to start their own businesses or excel in their careers,” Sterken said. “Through asking for help and helping others, we can build collaboration and community over competition. Through connections, we’re changing the narrative for our generation and the generation of our daughters.”
Shawndra RussellGenius Studios
A Hub for Elevating Women in Business Through Creative Empowerment
Launching Mad Genius Studios with an intent to help individuals unlock their own mad genius through creativity, imagination, and turning dreams into reality for business growth, Founder Shawndra Russell felt a need to support women in the business community.
In her role as Vice President at HarmonyAVL+media, Russell has noticed the construction industry is composed of only about 10% women. Understanding studies that demonstrate female leadership in companies leads to increased success, and when women in the community are able to earn more money entire communities are healthier, she focused the mission of Mad Genius on supporting women in the Asheville area.
“I know it sounds corny to say ‘women are the answer,’ but by supporting women, I believe in what will happen when there are more wealthy women and more women with more free time,” Russell said. “There are all of these research-backed positives continued on page 22
Photo by Arise Images
wnc women in business
Randee Brown is the Editor of WNC Business. She communicates with business leaders across the region to share stories of their businesses, industries, and successes. Brown is the Editor of other Hulsey Media publications including Hendersonville Magazine and Aging Resources of WNC, and also crafts premium freelance copy and writing projects for various organizations and businesses.
“I’m constantly in awe of all the amazing work happening in the region. It’s incredibly inspiring to connect with these people and learn about each person’s journey.”
Stewart Cameron NC/SC Realtor
After graduating from Appalachian State University, Stewart acquired her real estate license in 2000. She has worked in many facets of real estate. Beginning her career in Property Management, moving on to New Home Sales and Internet Sales for K. Hovnanian Homes in the Charlotte, NC market, and finally finding her passion in General Brokerage.
“I love helping people sell and buy homes, and I also get to cultivate my helping nature with the agents that work in my office.”
704-280-9076 | TryonFoothillsRealty.com
Katie Cano Director of Operations
Katie has more than 15 years of experience in the financial services industry and is the problem solver, communications specialist and key organizer at CWS. Her technical skills are integral to the running of the business. She is responsible for all aspects of client services and relationship management while working in tandem with our wealth advisor to ensure an outstanding client experience.
“Experience has taught me to approach difficult tasks with a positive mindset and to view challenges as opportunities to problem-solve and grow professionally. Learning from mistakes can be as valuable as celebrating successes.”
828-229-8770 | CanoWealthStrategies.com
women in business
that then ripple out to everyone.”
Russell also hopes to help women build in more time for creativity. Bringing out creativity and purpose can allow women to do meaningful work and unlock their fullest potential. Playful activities like talks, workshops, and brunches can create more fun in the process of building business, and Mad Genius Studios offers many of these types of events every month.
Since opening in January of 2024, Russell and her team strive to help women entrepreneurs with every step and aspect of their journey with traditional and non-traditional learning and networking events. Lunch & Learns offer opportunities for women in the business community to share their own stories of leadership and success in a casual environment. Wellness Wednesdays have taught techniques like breathwork and meditation, emphasizing the importance of self care.
“We’re curating groups of women coming to the table and talking about issues in our community, and it’s not necessarily determining solutions, just offering the space to have those conversations,” Russell said. “It’s a group of like-minded women, and everyone can ask questions and speak their mind. We are also seeing what people are doing in the community; it’s kind of like an idea incubator.”
Russell has seen introductions and ideas come out of these events. There have been collaborations and women presenting talks, workshops, or other ideas for the first time. Attendees know this is a professional-yet-casual space, and they can try things without feeling silly or vulnerable.
“That’s the dream — to offer a space where people can think about anything they want to host here, as long as it supports women in business in some way,” Russell said. “And we have just scratched the surface of what’s possible.”
Guests interested in talks for specific topics or industries can gain insightful information in a low-pressure environment,
which is mutually beneficial for attendees and hosts. Those offering workshops offer value while spreading the word about their own businesses, and since audiences are already interested in those topics, the potential to gain new clients or partnerships is clear.
“If you offer a free workshop related to your field of business and 10 people show up, they may become customers for life because you offered them value,” Russell said. “Rather than the pressure to go big or go viral, it’s an opportunity to form circles, share resources, and lean on each other. It’s like going back to the ‘main street’ or ‘village’ idea of individual experts, like going to your butcher or your baker in your own neighborhood.”
Creating these circles of business owners also creates communities. Rather than being isolated behind a computer screen, these women are banding together. Business owners are often pillars in the community, and by coming together, these groups can be powerful and make real, positive changes and help shape the entire community.
Along with Mad Genius participants, Russell keeps her ear to the ground to learn what people are looking for in the business world. Her goal is to not only offer events and resources to support that, but also facilitate what individual business owners may need. Her ultimate goal is to be a one-stop shop for people to call, email, or stop in to talk about a needed connection, find a solution to an issue, or uncover resources specific to certain needs.
“It’s hard enough owning a business and being a professional, so if we can save you a few steps or keep someone from going down the wrong rabbit holes, that’s incredible, right?” Russell said. “You can Google search pretty much anything you need to learn, but it’s much more helpful to hear it from someone in your circle who has actually had that experience locally, and be able to actually brainstorm with
people like that. With all of these events, resources, and connections, we can focus on offering all the things that make an impact for the person, the business, and the community.”
Brandy Mills – Brandy Mills Consulting and Woman Strong
Photo by Tia Nicole Photography
With a special place in her heart for women, Brandy Mills has a mission to empower women as well as support those in business through her two companies — Brandy Mills Consulting and Woman Strong.
Following a career in healthcare, working in leadership, and working with women and children in the community, Mills founded Brandy Mills Consulting with a focus on leadership, business growth and development, and professional and personal development. Woman Strong began as philanthropy with a mission to meet women where they are, empowering, uplifting, and inspiring individuals to continued on page 24
Emma Castleberry Associate Editor
Emma Castleberry is a freelance journalist and the associate editor for The Laurel of Asheville magazine. She brings a passion for people to her work, and loves spotlighting the incredible farmers, business owners, artists, chefs, and nonprofits of Western North Carolina. Emma loves being part of The Laurel team and takes pride in contributing to a magazine that readers can’t wait to pick up each month.
“Women’s empathy and compassion foster inclusivity, stronger relationships, and better collaboration, proving that kindness benefits all business environments.”
828-513-3888 | TheLaurelOfAsheville.com
Catherine Como Marketing Consultant
Catherine, a Marketing Consultant at Hulsey Media, Inc., brings over 30 years of sales and marketing experience. Using a consultative approach, she partners with businesses to find tailored solutions for growth. Originally from upstate NY, she enjoys hiking WNC mountains with her husband Paul and their black lab, Kobe.
“Let’s eliminate the word empower from our vocabulary when it comes to women. It suggests that women are waiting for someone else to grant them power as if they are not capable on their own. We don’t need to wait for permission or validation. It’s time to shift the narrative and acknowledge that we are already capable and ready to lead!”
828-513-3888 | HulseyMedia.com
Adrianne Del Toro Sales Manager
Adrianne Del Toro, a Houston native from a family of musicians, became a music promoter, interning with Louis Messina and Paramount Pictures, promoting Beyoncé’s movie premiere. She later transitioned to radio sales, working with Clear Channel and Cox Radio. Now in Asheville, she serves as Sales Manager for The Laurel of Asheville and supports the arts community.
“Women who support other women and surround themselves with women who inspire them are more likely to be successful in business.”
828-513-3888 | TheLaurelOfAsheville.com
transform their self-views of their abilities, where they can add value, and what they can achieve in order to have the greatest impact on their purpose.
Acknowledging and honoring those who helped her along her path, Mills works to facilitate connections and resources, no matter the current phase of a woman’s journey. Understanding that reaching business goals is often about “who you know,” Mills helps to bridge gaps and provide support.
“To be where we are right now, someone had to open up their hearts and minds to us to give us the opportunity,” Mills said. “Woman Strong is about offering access to the opportunity for whatever you need. I want to be present for others because people were there for me, because no one can really do it alone.”
In addition to connecting people to others in the community, Mills prioritizes connecting people to themselves. Looking at individuals’ inner dreams, visions, and goals, Woman Strong helps women bring those to the forefront and use them to incrementally tackle tasks.
“It has to start with you when you’re trying to achieve anything,” Mills said. “It’s how you perceive you, because that reflects on how you look at the world and the possibility of you reaching your goals. ‘You first’ is always the goal, because you can’t separate yourself from your business.”
With the popularity of social media as well as societal pressures, it can be difficult for some to maintain their own trajectory. People often find others who have already reached goals similar to their own and begin measuring their own success against someone else’s, rather than acknowledging that everyone’s path, situation, and approach is different.
“If we’re following the trajectory of others, it can actually slow us down,” Mills said. “If we’re taking in pieces of information and pulling out the ones that can meet me where I am, it’s much more helpful.
By helping people to develop what they already have within them, people can excel on their own path.”
As women are often more open and transparent when it comes to asking for help, Mills said most coaching clients tend to be female. Societal expectations of men often lead to less personal development or business coaching work because they feel it appears less masculine or less dominant.
While this is not always the case, it is the majority, so the way coaches and mentors show up for the women seeking assistance is exceedingly important.
“We’re out here creating jobs and creating businesses, and there’s still a mindset of ‘this is not a woman’s place’,” Mills said. “Women are reaching a point of allowing people to have that opinion, but going ahead and undertaking their business journey anyway. This is not about the feminine being above the masculine; it’s about walking in your power with what works for you in this season, regardless of what anyone else believes.”
From Mills’ Woman Strong mission, she has created a Face It So You Can Fix It journal, aligning with the need for women to remind themselves that they are indeed strong. Prompts around rejection, doubt, and insecurity, with scenarios for personal reflection, can help an individual work through challenges by first identifying what is keeping them in a ‘stuck’ feeling, and then developing a solution.
“When I hear women describe situations of feeling robotic and responding in a way they think the world wants them to respond instead of walking in their truth, I’m not afraid to tell them that’s not their truth,” Mills said. “I help women determine if they are coming from a place of wanting to reach a goal because that is expected of them, or if they really have the passion to do that. That’s because I can’t keep up with who I’m not, and I’m not going to coach in a way that I’m not. We shouldn’t have to work from something we’re not.”
When women are able to tune into
women in business
their authentic selves and align their businesses in the same way, they are often able to analyze the bigger picture and make decisions that best support their overall success. By thinking strategically rather than focusing on a hunger for clients, women are able to determine the best plan for their business model.
“When women can do this, they often feel an entire mindset shift,” Mills said. “They’re not unleashing a new version of themselves; it is always already there. Connecting with yourself and your emotional and relational intelligence really moves the needle forward, because it’s all about having a healthy level of self awareness. Support in this way is beyond learning a skill or a task, it’s a holistic approach to their whole picture. Know who you are and take action, then move forward from there.”
Gender-influenced Obstacles
Despite immense progress toward gender equality in the workplace, some women are still working to overcome certain challenges.
Andi Graham - Big Sea
Shifting Paradigms Surrounding Women Entrepreneurs
The idea of a daughter favored to inherit a family business was not on the table a mere two generations ago. Rather, family businesses were passed down to continued on page 26
Tracy Eames
President
From start-ups to private-equity owned firms to global leaders, Tracy and her team have delivered results at every growth stage, helping organizations achieve their most ambitious goals. Passionate about entrepreneurship, Tracy is committed to custom solutions that drive growth, foster innovation, and build a culture of engagement for lasting, measurable success.
“At TEAMES & CO, we believe growth comes from more than just a great strategy— it’s about empowering teams to execute with precision and passion. By delighting customers and building agile, results-driven teams, we help leaders transform challenges into growth.”
| Tracy.Eames@TeamesAndCo.com
Katie Eastridge Marketing Consultant
Katie Eastridge is the Marketing Consultant for the Asheville Ale Trail and Discovery Maps of Hendersonville and Asheville. In addition to her work with Hulsey Media she is an owner operator of GreenFlash Watersports with her husband. She enjoys connecting with other local business owners, guiding her kayak brewery tour, wake surfing, playing fiddle and hanging out with her teenagers.
“As an entrepreneur, I am always learning from other small business owners. I have met so many amazing people and we end up sharing advice with each other about challenges and routes to success.”
828-513-3888 | HulseyMedia.com
Amy Fisher ABR, SRS, RSPS, Broker-in-Charge
Amy Fisher is an eighth generation Brevard native and lifelong member of the Fisher Realty team. She has a BS in interior design from Meredith College. Amy has been a licensed real estate broker since 1998. She also is an Accredited Buyer’s Representative (ABR), a Seller Representative Specialist (SRS), and Resort & Second-Home Property Specialist (RSPS).
“I love living in Brevard and feel fortunate to be able to share my hometown history with others.”
828-507-0246 | FisherRealtyNC.com
women in business
“You have to surround yourself with people who are a step ahead of you to help give you wisdom, and be open to accepting that.”
sons, regardless of age. Daughters were expected to enter traditionally female trades such as education or nursing, which are still female-dominated. The percentage of women-owned businesses has risen to 42% in the US in 2024, though there are many recent examples of events, meetings, and correspondences where women were still not taken seriously as business leaders.
Networking plays an essential role in business-building, and professional and social networking groups often still reflect those outdated perspectives. High-level networking groups don’t always welcome or recognize females in business in the same light as their male counterparts, though Big Sea Owner Andi Graham said things are a bit different in Western North Carolina.
Operating a business in the Tampa Bay area for 20 years, Graham noticed large networking groups consisting of only 10% women, as well as one man charging thousands of dollars for simple introductions at networking groups. In WNC, she has noticed the business ecosystem is unique because it has been more welcoming to women than most other regions.
Since relocating to the Asheville area, Graham has found networking opportunities to be positive experiences, involving genuine interest in welcoming newcomers and women, and building the community. There are still social events that are male dominated, which reflects the saying of “all the business happens on the golf course,” which can feel intimidating for many women, despite an invitation.
“I have kindly been invited to social hours with some area businessmen,” Graham said. “It’s still hard to walk into a room of
20 men and feel like you were the token that was invited to something.”
There are many networking groups specifically for women, primarily made up of leaders of businesses like food and beverage, coaching, consulting, and real estate. Conversely, the majority-male groups comprise individuals like CEOs of major industrial corporations. There is a large power dynamic difference between these groups, and what women feel when “hanging out and having drinks” and discussing challenges experienced in business can lead to uncomfortable vulnerability in certain settings.
To avoid unnecessary discomfort while creating working relationships with business leaders of any gender, Graham suggests attending some of the wide variety of events held regularly in the area.
“You have to be somewhere where collisions happen,” Graham said. “This means you have to leave your office and attend events. There are so many options in Asheville specifically, and for me, that means fundraising events — dinners, galas, parties and things like that — where high-level executives and leaders that I want to know often gather. The Chamber does a great job of hosting events that attract all kinds of people, and I feel very welcomed into those.”
Volunteering is another way to build community connections. Mentoring programs also allow leaders to rub shoulders while sharing knowledge with rising entrepreneurs and providing valuable connections to the startup community. Grassroots networking groups are increasing in the region, and Graham said many of these offer chances for businesspeople to share challenges and solutions while building professional
relationships that often lead to friendships.
“Asheville and Western North Carolina have given me incredible opportunities to build a great network,” Graham said. “As a professional, you have to push yourself a little bit to make connections with people that may be in a different realm of life than you, but these relationships can work really well.”
Determining the goal and focus of business networking, especially as a woman, can be a crucial part of building a network that can share challenges and solve problems together.
“If you are looking for friends, be honest about that,” Graham said. “If you’re looking to build your network and level-up your business, be honest about that, too. Get out of your comfort zone and out of the places where you’re the most comfortable. You have to surround yourself with people who are a step ahead of you to help give you wisdom, and be open to accepting that. Finding that circle of people who can push you to do better and be better is really important.”
Tamara Lee
Integrating Emotional Wellness with Financial Empowerment for Women
continued on page 28
Jordan Fisher Client Solution Specialist
Jordan brings an invaluable, precise and client-focused approach to every financial plan she creates specifically tailored to meet the clients’ needs. Jordan is highly valued within the Hollifield Financial Group family as she makes it a top-priority goal to provide the most complete retirement experience for everyone she designs cases for.
“Do things even if you aren’t sure you’re ready for them. Make that career change; plan your retirement. Push through the ‘I don’t think I can do this’ and live your life. Thats how you grow.”
Laura has been a Real Estate Broker for 18 Years, 16 in Henderson County. Currently the owner of NextHome WNC Realty. Licensed in NC, SC, & CA. She focuses on the disposition and acquisition of single family homes, raw land, and commercial properties.
“My advice for business success. Be yourself. People want to see the genuine you, not a facsimile. Don’t be intimidated by others! Who knows what they are thinking. Focus on your goals and aspirations not what others are doing. Run your own Race!”
828-329-9397 | NextHomeWNC.com
Edna Giraldo Graphic Designer / Production
Renowned for her reliability, resourcefulness, and innovative thinking, Edna excels in problem-solving and delivering outstanding results. She is a dedicated graphic designer for Hulsey Media, with over twenty years of experience. Her work encompasses expertise in print, digital, corporate design, and production, adhering to brand guidelines and creative website design, ensuring every project exceeds expectations.
“It’s essential to network and support other women in any industry, creating a community that uplifts and empowers each other.”
828-513-3888 | HulseyMedia.com
women in business
Some people are thinkers and some are feelers, and Tamara Lee spent most of her life in her thinking brain. Having worked at OnTrack Financial Education & Counseling from 2011 to 2021, she used her thinking brain to educate and empower women through financial education.
A shift began in 2018 when Lee participated in a one-year Sex, Love, and Relationship certification course with Layla Martin. She learned about herself outside of her thinking brain on a somatic level, and one particular area of certification was in women’s empowerment. This course was a deep dive into agency with women, both in their sexual power as well as their financial power.
“Even though the reasons behind my taking this certification were selfish for me around relationships, it really helped me when working with women, which we don’t always see when we’re thinking of finances. Other financial educators are not addressing the emotional side or navigating the world of patriarchy, but this really helped me tap into my own emotional sense around money.”
Lee became a coach focused on helping women in a more holistic sense, examining potentially dysregulated emotions around things like taxes, retirement, the worth of business services and pricing those appropriately. She also examines money stories from women’s upbringings and how those affect women, how they feel about money, and their challenges around money. Women often share their fears surrounding money, no matter how much money they actually earn. They are nervous about having enough to have the life they want, whether that means enough to get by, take vacations, buy a house, or retire. Many women who are now in their 50s, 40s, or even 30s or younger heard different messaging surrounding money than men did in their childhoods.
“Parents told their sons to go out and do what you’ve got to do to provide for a
family,” Lee said. “They were told they can do anything; to take risks and see what happens. It wasn’t until the mid 1970s when women were first allowed to get a credit card or get a mortgage without a man, and women’s rights have progressed really fast over the last 50 years. We are still playing catch-up to those old beliefs, ancestrally speaking.”
What the mothers of older generations saw and passed to their daughters is dramatically different than what today’s mothers of young children experience and may teach their children, though they now have their own struggles. Women are no longer expected to be homemakers exclusively, but are often still expected to perform those duties while also having successful careers. Still, many of those old stories still come into play in the mindset of many women.
As Lee taught financial classes to groups over the years, she consistently noticed that the majority of attendees were women. An inherent strength of many women is to do well when communing together. When isolated, women may not allow themselves to share feelings and concerns about money. It can be helpful to normalize conversations about one’s financial life and receive supportive accountability from a trusted person
“Because money, like sex, is a very private subject, these topics are considered taboo,” Lee said. “Most of us think no one else can be going through the same situations, or they think they are bad, placing blame and shame on themselves because they haven’t been able to accomplish a goal within a certain time period. What I see with my clients is normalizing that; letting them know they are not an outlier. This helps to build their confidence.”
Cultivating self trust in one area of life has a side effect of rippling out toward other areas. Calling in a vision of a future self who is living in the way of their dreams, and listening to that intuitive voice, is often when one’s trust in their own abilities
becomes ingrained. When women develop the vision of the thing they want the most and build confidence in their ability to achieve that, not only can they reach their goal, they can achieve much more.
Implementing cognitive behavioral tools as a holistic strategy can provide insight into how a person is thinking and feeling, which affects actions, which affects results. Using tools like breath work, guided meditations, and inner child work to tap into the messaging that is coming through to the present moment can make a big difference in how women handle personal issues, including finances.
“The percentage of women who ever earn more than $100,000 a year in business revenue is very small compared to men,” Lee said. “So many women are working on their financial goals alone and secretly. Allowing women to talk about money openly in this way is probably one of the biggest healers.”
Yvette Freeman
Finding Equality in Business Marketing
Understanding the challenges of business marketing, The Envoy Guide Publisher Yvette Freeman launched her publication
continued on page 30
Photo by Red Angle Photography
Alejandra Gomez
Project Administrator
Originally from Mexico and raised in the mountains of WNC, Alejandra started her career in People & Culture. Her commitment to building strong communities and empowering people led her to a Project Administrative role at Benton, a top 100 U.S. roofing contractor. Dedicated to giving back to her community, she partners with the Henderson County Education Foundation, focused on student mentorship. “As a bicultural leader fueled by passion and leading by example, I transform challenges into opportunities and take pride in paving the way for future women in the construction industry.”
828-693-3362 | AllyG@BentonRoofing.com
Eden Hawkins Realtor
Eden has assisted hundreds of real estate transactions from start to finish for both buyers and sellers.
“Helping a family purchase their dream home is very rewarding. A home is more than just a place you sleep and eat. It is where children are raised, memories are created, and foundations are instilled. Real Estate allows me to have the opportunity to assist a family accomplish all of these important experiences.”
Katie Holbert works in Business Development for Hulsey Media. She has enjoyed working with the Hulsey Media team for ten years. Katie has a B.A. in Business Administration from Converse College, and a M.S. degree in Management/Leadership from Montreat College.
“Western North Carolina has a strong local business community. I enjoy working with and learning from local entrepreneurs. Working for Hulsey Media provides me with the opportunity to succeed.”
828-513-3888 | HulseyMedia.com
women in business
“Business is not just about having other people buy your services. As business owners, especially women business owners, we have to support each other.”
to help people share information about their businesses to the community. While this can be a struggle for anyone in business, it can be particularly daunting for women and minorities.
Freeman speaks to many area entrepreneurs of color, and has heard from many minority women still facing the challenge of being considered as having the same level of skills or intelligence as their white male counterparts.
“Being taken seriously has always been an issue,” Freeman said. “Just being seen
for their skills and being paid accordingly and comparably with everyone else is still an issue for many minority women.”
In order to get their voices heard, Freeman suggests standing out as much as possible, taking on more responsibilities at work if opportunities are presented, and earning more advanced degrees if that is financially feasible. Though extra effort may result in getting noticed, the compounding stressors of inequality have led to an increased rate of women and minorities starting their own businesses,
a phenomenon Freeman said was exacerbated by the COVID-19 pandemic.
“A lot of it was these people trying to say, ‘I’m just going to do my own thing and not have to deal with bosses who want to keep all the money while we do all the work’,” Freeman said. “I think that, too, is why companies have had a hard time finding employees. People were finding that if they’re going to work 70 hours a week or whatever, they may as well be running their own business and being in control of their own schedule and salary and not have to deal with all the stress of being undervalued working for someone else. Life is too short.”
While often being undervalued at work, women and minorities are also underrepresented in media coverage. Freeman works to educate these business owners about the importance of marketing and letting people know their businesses exist.
Many small business owners and early entrepreneurs assume word-of-mouth will be enough to earn new clients, but that’s not always sustainable. Social media’s popularity has created an elevated ‘word of mouth’ experience, making this easier for some people, according to Freeman. She does often see the time it takes to create engaging social content actually takes people away from running their business.
“There are a lot of other things womenand minority-owned businesses can do to let people know they exist,” Freeman said. “Having professional photos taken, sending out press releases, and reaching out to publications are things anyone can do. People have to invest in their business,
continued on page 32
wnc women in business
Jennifer Johnson
Director of Sales and Marketing
Jennifer, the Director of Sales and Marketing at WNC FCI Floors, is dedicated to helping customers find the perfect flooring for their space. She is passionate about providing exceptional service and ensuring a seamless experience from start to finish, making her a trusted partner in transforming homes and businesses with quality flooring solutions.
“When we support women, we empower them to break boundaries, inspire change, and lead with their unique voices that will propel us into a future filled with endless possibilities.”
828-827-7005 | FloorCoveringsInternational.com
Kathy Jones
Rental Administrator, Office Manager
The unique Kenmure Lifestyle stands unparalleled amidst the stunning Blue Ridge Mountains. Delight in the meticulously-crafted 18-hole golf course that leads to the Club House - a stunning antebellum mansion. Embrace a diverse event calendar, fostering community bonds amid the Southern allure of the rolling mountains. Retreat from life’s hustle and bustle, immerse yourself in Kenmure’s tranquility, and discover a breath of fresh air.
“Whether you seek a home, condo, building site, rental, or non-resident membership, Kenmure offers a lifestyle for you to enjoy.”
828-693-8481 | Kenmure.com
Caroline Kalpinski Realtor
A second-generation REALTOR®, Caroline was raised in Anniston, Alabama, as the daughter of a prominent real estate associate. From the time she was a small girl assisting her father in putting up signs and setting up open houses, Caroline knew that she was destined to help people find their dream homes. For more than 17 years, she has been making the buying and selling of real estate as cost-effective for her clients while maintaining the highest level of service.
“I take great pride in providing people with accurate and up-to-date information on the Asheville market, skilled analyses, and sound real estate advice.”
828-575-7905 | CarolineKalpinski@PremierSIR.com
women in business
and that includes having a marketing budget. You have to spend money to make money.”
Getting business messaging out into the world can be a significant factor in business success. Freeman has heard stories from her clients sharing that media presence has been helpful. People begin engaging with these businesses more, allowing them to do their work in the community and become successful. Women can share their stories and let people know why they went into business, which can lead to more inquiries and more people that want to do business with them.
When women in business do become successful, it can boost entire communities. Women sharing challenges and stories with other women in the community can help them learn from others’ experiences. When people gain business support, it is important to pass that along to others.
“If you’re going to ask someone for their business, you need to be prepared to reciprocate,” Freeman said. “Business is not just about having other people buy your services. As business owners, especially women business owners, we have to support each other. If you have a balance of that, everyone succeeds.”
Networking is a large part of this essential story-sharing. Participating in various networking groups, talking to different people, and learning about other businesses can create relationships that are mutually beneficial. Genuinely engaging with these businesses allows you to know what referrals are good choices to pass along to others in networking groups.
Success
Stories
In every industry and sector, women from all types of backgrounds are finding success in the region’s business ecosystem.
Marta Santamaria
with her then husband in 1993. The couple later planned to move the business to a location on Market Street, and had begun working on that property when the City of Asheville announced their plan would not be approved.
“We had already rented the property and began renovations,” Santamaria said. “We were in financial trouble with two properties, and had put everything on the line for this. I always wanted to open up an event space, and I thought I’d better get started now.”
Santamaria pivoted the renovations work and began giving tours of the space during the renovations process, sharing her vision with each of her potential clients before that vision was even realized. She opened The Venue and hosted her first wedding in 2009, three days after receiving her occupancy permit from the city.
“Things just kept happening and moving along,” Santamaria said. “The chips fell into place, and now this is what we have. It’s really amazing to do the work where you just keep walking and later take a second to look back, and it’s like ‘oh my gosh, I cannot believe what I had envisioned actually happened’.”
While doing the hard work, Santamaria’s mindset was always to believe in her vision and believe in herself. She believes every business can be successful as long as the challenges are understood and the belief that it is possible to overcome them is carried throughout the work.
“This allows you to get to know those who you feel comfortable hiring and referring to others,” Freeman said. “It creates opportunities for everyone to understand what is going on in the community and who the people are that help the community become a better place to live and work.”
Imagine moving to the US from Colombia by yourself, at age 16, with nothing but a goal of studying English and a dreamy, idyllic life in your head. That is exactly how Marta Santamaria, CEO of The Venue, began her business journey.
With the intention of becoming a fashion consultant, Santamaria studied English at the University of Georgia before moving to Greensboro where she continued her studies, and eventually made her way to Asheville and co-founded The Bier Garden
As The Venue grew, her adult children decided to join her in the business, which has grown to employ a large team. She diversified her business, opening The Planning and The Ridge as well as investing in several residential and commercial rental properties in the area, which she manages herself. She enjoys the busy-ness of her businesses, and while they present challenges, she maintains confidence in her ability to handle them.
“Opportunities are given to you according continued on page 34
Caroline Knox Board-Certified Elder Law Attorney
Caroline’s practice focuses on estate planning, administration, elder law, guardianship, and special needs trust. With her team of 20 remarkable women, she helps clients with disabilities and special needs preserve assets while remaining eligible for public assistance like Medicaid and Social Security.
“My team specializes in elder law, providing personal service and helping clients with estate planning, asset preservation for long-term care, and trust and estate administration. Our compassion, experience, and dedication offer peace of mind in challenging times.”
828-513-1600 | CKnoxElderLaw.com
Laura B. Leatherwood Ed.D., President
With more than 24 years in higher education, Dr. Laura B. Leatherwood has led Blue Ridge Community College as president since 2017, overseeing three campuses and 11,500+ students. Named the 2022 NC Community College President of the Year, she is a passionate advocate for higher education and serves on nonprofit boards, advancing economic development and community growth.
“Embrace challenges with confidence and know that your unique perspective is your greatest asset. Lead with integrity, even when no one is watching, and use your actions to uplift others and create lasting impact.”
828.694.1705 | BlueRidge.edu
Beth Lemmel Community Relations Manager
Beth is the Community Relations Manager at ActionCOACH Business Growth Partners in Asheville. A dedicated organizer, she champions the unique WNC business community. With years of experience in mental health, she’s skilled at connecting people to jobs. Her work at ActionCOACH supports the growth and success of local, independently owned businesses.
“Women have a superpower. It’s the ability to drive a project forward, to see the big picture and to make quick decisions based on all the data. When we channel some of that energy into projects that support one another, our powers multiply!”
828-707-1274 | NCBusiness.coach
women in business
to the level of your capability of resolving challenges,” Santamaria said. “Bigger opportunities, bigger growth; hiring 10 employees then hiring 20 employees… You start constructing your life and your path according to what you believe, and by carrying that passion — that’s the secret to anyone’s success.”
Despite beginning her first business alone and teaching herself along the way, Santamaria gives credit to the close-knit team at her side. She is involved with the Asheville Area Chamber of Commerce, and has been nominated for two WomanUP awards and was recognized as the Small Business Woman of the Year in 2020. While she acknowledges networking can be intimidating, she said it is important to have people you can depend on to help in any business.
“Business is a two-way street; you have
to listen and collaborate to gain cohesive ideas,” Santamaria said. “The CPAs, lawyers, bankers, and other professionals that have advised me throughout all of the processes have been masterminds of helping me realize good ideas and what needs a closer look.”
Another key aspect of Santamaria’s success has been giving back, which she said supports her mental health. She leads and participates in charity projects for children in South America, including a program for which she volunteers and raises money for children with physical and mental disabilities. She brings eye doctors and dentists to communities, helps establish gardens, and helps support a community school.
Throughout Santamaria’s career, looking at the positive side of things has been key. While enduring challenging times
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and crying times as well as joyful times, it remained important to perform the necessary tasks, but the majority of the work has been her attitude during the process.
Santamaria sold the property at The Ridge in Marshall in July. While she said it took some weight off of her shoulders, she also said it feels disorienting and it is hard for her to slow down.
“It was a big change for sure,” Santamaria said. “I’m not ready to slow down. I still have lots of ideas, and I’m not sure what’s coming next, but I’m excited to see.”
Delia Ledesma
Prioritizing motherhood in the midst of a legal career, attorney Delia Ledesma moved beyond her goal of being a part of something bigger to create her own firm supportive of women in the legal field.
While learning the types of legal practices during law school, Ledesma became interested in a family-focused niche. Interning at Legal Aid of North Carolina during school and practicing as a domestic violence attorney shaped the idea that she would work as part of a larger firm to provide assistance to those in need.
After having a baby who often fell ill, she realized the challenges of motherhood were not aligned with working in the culture of a large firm run mostly by men.
Julie and Mark, members since 2013
Gina Malone Editor
Gina Malone owned a bookshop for 19 years before coming to The Laurel of Asheville in 2016. Her background includes writing and editing for magazines and newspapers. In 2013, she received a NC Press Association award for feature writing. She also writes creatively—with work published in Poetry South, Quartet, and Kakalak—and is a two- time finalist for the James Applewhite Poetry Prize.
“As editor of The Laurel, I’ve learned the importance of open communication, valuing creativity, and fostering an environment where everyone’s voices are heard and ideas are encouraged without micromanagement.”
828-513-3888 | TheLaurelOfAsheville.com
Adrienne Matt Your Fractional CMO
Adrienne Matt is a seasoned marketer. She helps CEOs prioritize which marketing activities will have the most business impact. She serves companies with $3m+ in revenue to grow further, farther, faster. From branding to mobile apps to social media, Matt manages teams and vendors to get the most ROI for the money spent.
“People call me to get stuff done. I’m The Fixer.”
646-236-2796 | AdrienneMatt.com
Desiree Mitchell Distribution Manager
Desiree Mitchell graduated from UNC Asheville in December 2023, with a BA in History and is pursuing a Master’s in Library Science at Appalachian State University. She is the Distribution Manager for Hulsey Media’s Laurel of Asheville magazine and has eight years experience in publication distribution. Her passion is serving the community and connecting with the public through mixed media.
“The world is rife with challenges so it is critical for women to bolster one another’s journey rather than impede it. With cooperative relationships we can reach heights of success far beyond our wildest imagination.”
828-513-3888 | TheLaurelOfAsheville.com
women in business
“I’ve always wanted to be a mother,” Ledesma said. “Working at a big firm and trying to be a good mother did not jive because if I am 100% in my career, I am not 100% as a mother. That is something I have to reconcile in a way that I feel like a lot of men don’t.”
Ledesma feels this is a common thread among women who want to have a serious career and also be a mother. Sacrificing important things like income or community prestige often occurs in order to be present for children. Constantly compromising while often being the default parent presents challenges still not always understood by experienced, male leaders in the corporate world, and this was the largest factor in Ledesma leaving an established firm to go out on her own.
“I needed more flexibility to be there for my girls,” Ledesma said.
Tied to showing up for her community in a way that felt supportive, Ledesma’s family focus is mirrored in how she offers services, especially to the local Hispanic community. While other firms may accept clients based on the expectation of significant revenue, Ledesma recognizes the gap between those qualifying for free legal services and those without the ability to shell out thousands of dollars up front should the need for legal representation arise.
A major priority of Ledesma’s firm is to provide the Hispanic community access to good Spanish-speaking counsel that is also reasonably affordable. She focuses on developing payment structures with clients in order to cover the bases for her business while also allowing legal access.
“I practice family law, and the bulk of it is custody and divorce,” Ledesma said. “I work with people and their lives on an
intimate level. Not being able to afford services is, to me, not a good enough reason to not get to see your kid.”
In her seventh month of running her own firm, Ledesma has other team members who share the same challenges and vision of balancing a legal career with motherhood. Their goal is to work as much as each member wants while being able to be the primary parent in the household. Each of them steps in for each other during instances like having a sick child or school being closed. The team members are also similar in their approach of treating both the courts and clients with respect. She feels that in a male-dominated field, many women feel they need to be aggressive, but she has noticed that being authentic and respectful earns more grace. Maintaining confidence in their ability to do what is
continued on page 38
Katherine Morosani CFP®, ChFC®, CEPA®
Katherine Morosani collaborates with family stewards and women who are ready to master their finances. As a Certified Exit Planning Advisor, Katherine strategizes with business owners to transition their businesses on their terms and timelines.
“It’s important for women to support each other in business because only women understand the challenges of being a woman in business. Celebrate other women’s successes and use their successes as inspiration.”
828-793-4310 | EdwardJones.com/Katherine-Morosani
Jen Muniz
Marketing Consultant
After a successful career in the medical field, Jen pursued her passion and earned a marketing degree from Western Carolina University. With experience in Social Media Marketing and B2B sales, she now works as a Marketing Consultant for Hulsey Media, supporting both WNC Business and The Laurel of Asheville in promoting local businesses and culture through marketing.
“As a woman in business, I believe in supporting each other. We’re all striving for success, so let’s lift one another up and offer our support wherever we can.”
828-513-3888 | HulseyMedia.com
Susan Newton Sales Representative
Susan is a seasoned Sales professional with over 20 plus years in Hotel Sales & Marketing in the Asheville area. Susan was involved in several tourism/hospitality events and organizations during her tenure in this
“Women need to work together to make real progress toward equity in pay and equal opportunity for future generations. Making an investment to support other women to also develop future talent.”
828-513-3888 | TheLaurelOfAsheville.com
women in business
“I don’t know of any other firm that’s modeled in these ways. Maybe it’s ultimately not successful, but maybe no one’s ever tried.”
best for their clients rather than relying on abrasiveness allows them to practice law in alignment with their values.
“I don’t know of any other firm that’s modeled in these ways,” Ledesma said. “Maybe it’s ultimately not successful, but maybe no one’s ever tried. We’re all in the same boat, and that’s something none of us have experienced in other places. There are days when running a business and being an attorney isn’t easy. There are days when being a parent isn’t easy or keeping the house clean isn’t easy. There were lots of unknowns, but starting this firm was a great opportunity to serve how I want. I sometimes think if more people were willing to take that step, there would continue to be less unknowns and maybe more flexibility and more understanding in workplaces of all kinds.”
Lin Johnson - Mimi’s Mountain Mixes
Reinventing a Passion for Baking Into
During a challenging period in both her personal and professional life, Lin Johnson took her love of baking to a professional level by creating Mimi’s Mountain Mixes at the age of 53.
While raising her children, Johnson worked at Blockbuster and sold ads for Yellow Pages during a recession while having just gone through a divorce. After her children were grown, Johnson realized she was at the point of being able to choose what she wanted to do. She had always loved baking and had fond memories of creating goodies with her grandmother. Living in Florida at the time, she began baking Key lime pies, orange-coconut muffins, and lemon bars and selling them to tourists at local farmers markets.
Relocating to Ohio to be closer to her adult children, her baking shifted to reflect the local market demand. She began baking with apples, blueberries, and cherries, then added beer bread to her repertoire. As it became increasingly challenging to stand on her feet and bake all day, she intentionally transitioned to selling her beer-baking mixes instead, and the farmers market demand took off.
Johnson followed her adult children when they relocated to Western North Carolina, and she eventually remarried. Living near “Beer City,” her husband encouraged her to continue baking her beer breads and selling the mixes, and like the perfect recipe, the combination transformed into something special.
In downtown Hendersonville, Johnson and her husband opened a small production shop used as a commissary kitchen, office, and shipping department. Focusing on
only the important aspects of business keeps things running smoothly and eliminates unnecessary complications, according to Johnson.
“We do everything here,” Johnson said. “We have a very simple production area, and we keep with the KISS method — Keep It Simple, Sweetie. We aren’t investing in the things that don’t make us money; just what we really need.”
Early in her business, Johnson would visit trade shows to spread the word about Mimi’s Mountain Mixes. Booth fees, travel expenses, and free giveaways for attendees began adding up. To increase revenue, she began posting her products on wholesale websites. The combination of info blasts when products are posted to wholesale sites and email lists curated from trade show lists allow Johnson to touch her customers regularly; on average, she sends a monthly newsletter to keep updates and information new and interesting. Her granddaughter helps with social media outreach as well.
Local outlets have been just as significant for Mimi’s Mountain Mixes’ retail sales. Speaking with a local Ingles manager allowed her to first get her product into three Hendersonville locations, and eventually into 60 Ingles locations across the region. After becoming a member of the NC Department of Agriculture and attending their own trade show, the mixes have reached buyers from Publix, Harris Teeter, military commissaries, and more. With hundreds of people buying products locally, nationally, and even internationally, Johnson and her team are making hundreds or thousands of bags of mixes continued on page 40
wnc women in business
Pam Pate
Executive Director
Pam Pate knows the importance of bringing compassion and kindness to the workplace in addition to getting the job done. In her 21 years with Ardenwoods, she’s rarely experienced a dull moment — always eager to meet new residents and hear about their lives. Pam’s leadership is part of what makes Ardenwoods a tight-knit, fun and thriving community for residents and staff alike.
“I have learned over my career to trust my “gut” and to follow my instincts. Don’t get bogged down by perfection, but aim high for yourself and your organization.”
828-684-0041 | ArdenwoodsRetire.com
Tamara Peacock President/Project Architect
Tamara Peacock, a pioneering architect with over 40 years of experience, has been an industry trailblazer since 1976. As the second female licensed architect in Broward County, she founded Peacock Architects and then expanded to North Carolina. Tamara’s notable projects include Mar-a-Lago, Belleview Biltmore, and The Cedars. Tamara holds a BA and Masters in Architecture from the University of Florida.
“Building a professional legacy goes beyond personal success; it’s about fostering growth in others and impacting your industry. A lasting legacy demands hard work, integrity, and genuine passion for your craft.”
828-696-4000 | PeacockArchitect.com
Amy Pryor Art Director
Amy Pryor is a WNC native and has worked in graphic design for more than 20 years, primarily for print publications and small agencies. She has been the Art Director at The Laurel of Asheville for the past 15 years and loves bringing the magazine pages to life each month with imaginative layouts and striking ad design.
“One of the most important things I’ve learned as a woman in business is to work for people with integrity. It makes ALL the difference.”
828-513-3888 | TheLaurelOfAsheville.com
women in business
at a time, depending on orders. With a streamlined production facility and just a few contract employees along with her husband, they are able to easily meet product demand.
“We don’t make thousands of bags at a time unless we have a big order,” Johnson said. “It’s more of a continuous process. It’s always extremely fresh and naturally has a long shelf life.”
As the business continues to grow, Johnson is looking at diversifying her product offerings while keeping her KISS method in place. A new line offers singleserve mixes, as Johnson noticed more people living alone.
“People wanted something smaller, not a great big something to make,” Johnson said. “I’ve found what I think is going to be the right packaging, and we’ll offer single servings people can put in the microwave and make really easily.”
Johnson attributes the success of her business to two things — a good product with clean ingredients, and her energy and tenacity. Her mixes contain no preservatives or additives, and she has fun when speaking with potential customers or retailers.
“I have fun, so they have fun,” Johnson said. “This day and age, there are still hurdles for women, but with our products and my experiences in networking, I haven’t experienced many of those.”
Keeping expenses to a minimum, Johnson is able to maintain alignment with her mission of being a win-win company for each person she touches. Happy customers return to support their local retailers carrying her products, and a portion of sales supports local women and children’s shelters.
Victoria Erskine
Empowering Women and
Shattering Stereotypes in the Construction Industry
really empowers you to speak up and encourages participation, and that’s something that’s been super refreshing as I’ve transitioned into this role.”
The company intentionally removes titles from team members, and despite working in certain roles, the leadership team all shares the same voice. This helps to shift away from gender stereotypes and the roles each plays within the organization.
“We love supporting local retailers and our local shelters by offering a high-quality product to our customers,” Johnson said. “It must be a win for everybody or we won’t do it.”
Beginning her career in communications, Victoria Erskine eventually made her way into the male-dominated field of commercial real estate then to a leadership position at a local construction company.
As often occurs, Erskine’s career took unknown twists and turns from where she originally intended. Many people find themselves at a point in their career where they become comfortable and stagnant, but for Erskine, she still felt eager to learn and grow. After relocating to Asheville with a goal of working in a position where she felt happy and was able to evolve, she found herself in commercial real estate.
Originally from Ireland, Erskine understands the construction industry is one that is male-dominated, not just in the US, but in many places across the world. Often working with contractors in her real estate role, she got to know Daniel Smith at Barring Construction, and became attracted to the people at the organization and admired the core values of the company.
“I really liked what they were trying to do as a company and who they were as a company, and that’s why I transitioned to working here,” Erskine said. “Yes, it is a male-dominated industry, but I don’t think I’ve ever worked anywhere that
“It’s something the owners are passionate about because they feel titles can sometimes alienate people,” Erskine said. “Especially in construction, everyone has an equal part to play, and speaking up is encouraged. It’s nice to actually see change and really help direct this company in this market in Western North Carolina as a female in this industry.”
Erskine is able to bring traditionally female qualities of multitasking and juggling various assignments while also remaining humble in her role. She notices this with many women in business, and in WNC, there is also an abundance of women-led organizations and experienced women ready to mentor and support other women along their business journey.
That support is mutual, as Erskine and Barringer Construction are supporters of the Asheville Area Chamber of Commerce’s WomanUP program. Erksine sits on the program’s committee, and enjoys the components of encouragement it brings to women in the community. She also helps organize women-led events for those in the construction industry. She is a part of the National Association of Women in Construction, which shares insights and perspectives of women working in this sector.
Sharing experiences and perspectives with other women in the industry is a priority for Erskine. She maintains an abundance mindset when it comes to potential clients, and is able to comfortably reach out to others in similar roles at competitor businesses in the market. She believes in information-sharing and continued on page 42
Laurie Roper M.S. Applied Hypnotherapy, Kinesiology, NLP
Ms. Roper tailors sessions that are especially crafted for teens and parents/mentors focusing on key areas such as body image, depression, addiction, self-esteem and academic performance. Sessions are done by Zoom or in person if local to Asheville/Black Mountain. A twenty minute session is offered for free to discuss your needs.
“When the mind and body work together, the possibilities are unlimited.”
480-773-7051 | LifesJourneyByDesign.com
Monica Rousseau Principal, Broker
Mother, friend, businesswoman, leader, Monica’s experience in nonprofit, and owning and growing other businesses led to the creation of Realty ONE Group Pivot. She wanted a company that was also Family, so ROGP is an extension of that - investing in the success of real estate clients and agents. Monica participates on several boards and supports local nonprofits.
“I have had the privilege of meeting so many amazing people who have supported, encouraged, and helped me when I have made mistakes, and celebrated my wins. A rising tide raises all ships, and being connected and supportive of one another makes us all a success.”
828-676-7264 | FindHomesInAsheville.com
RN, BSN
Jen is the owner of proactIV Hydration and Wellness. She resides in Hendersonville and takes pride in providing service in her hometown. She has long been dedicated to both critical care nursing and health and wellness. With over 20 years of experience in the field, this was her perfect way to combine two of her passions.
“The biggest challenge in starting my business is balancing entrepreneurship with family roles. To manage both effectively, I must set boundaries, seek help, and maintain a healthy work-life balance to avoid overcommitting and feeling overwhelmed.”
828-556-3051 | ProactivHydration.com
women in business
“This is not to say that our male counterparts don’t have the same skills, but it’s possible we bring more balance to the leadership table.”
remaining cordial, as everyone is trying to do their best work in their space.
“I came from a female-led industry prior to this work, and it’s interesting to look in hindsight at where you can be more calculated in how you make decisions and walk things through,” Erskine said. “You don’t have to always be cut and dry, and a woman’s perspective is encouraging in male-dominated work. This is not to say that our male counterparts don’t have the same skills, but it’s possible we bring more balance to the leadership table.”
While advocating for support of women in the construction industry or in business in general, Erskine also advocates for the male counterparts that champion their female colleagues.
“It’s not always talked about when you have a supportive male colleague or male boss,” Erskine said. “We often hear about the negatives of male-led business, but I think it’s more encouraging if we can shine a light on those exhibiting good behavior in that way.”
Though there is a massive deficit of women in construction businesses, Erskine sees many women running businesses related to this sector, as well as an increased number of women at various job sites. She sees a lot of mutual respect for and from women, and encourages young women beginning their careers to consider the opportunities in construction.
“There’s so much opportunity here for females,” Erskine said. “It pays well, and if you find the right company, you’re supported extremely well. Construction will always be needed, and with so many potential avenues, it’s easy to move from
Working in manufacturing was not Janel Rowbotham’s original plan when she entered college. While working on her business major, a professor shared an offering of paid internships at a local manufacturing facility in Ohio. Despite not being an engineering student as the
offer preferred, understanding her work ethic, her professor vetted her and she was brought on in a quality department role.
Rowbotham’s original work involved a lot of analysis projects, product testing, and computer system expertise. Upon graduation, she was hired as a full-time quality engineer.
“I was simply motivated by getting a paid internship,” Rowbotham said. “I have a personality suited for looking at how I can be a fit, even if the fit is outside the box. I can still get things done just as well as anyone else.”
After working as a quality engineer for about six years, Rowbotham and her family were eager to relocate to an area farther south. She applied at several companies, and was hired by Borg Warner in Arden as their quality engineer. With a mindset of wanting to make improvements in any way she can, her role transitioned multiple times, allowing her to gain experience in customer quality, systems engineering, certification maintenance, production supervision, and logistics.
“I would get a role assignment and work to think ‘how can we make this better?’,” Rowbotham said. “Streamlining things, becoming more cost-conscious, and other ways of fixing systems and processes were the types of perspectives I would bring, and I was able to work in multiple different roles in the seven or so years I was there.”
When Linamar Light Metals first came to WNC, the engineering manager knew Rowbotham and reached out in hopes of her sharing knowledge about a materials requirements planning system. Since
continued on page 44
Pam Slater Assisted Living Director
Pam thrives on being a resource for residents and their families, overseeing admissions, social services, care and rehabilitation. She enjoys listening to the stories of older generations, learning how they’ve navigated change.
“I have truly discovered my passion. It’s rewarding to contribute to the well-being of others while nurturing an environment of support and respect.”
828-687-7321 | HeatherGlenRetire.com
Caroline Long Tindall Founder
Caroline is the mother of two adult children with autism. Caroline’s challenges for her own children were the motivation for helping others. She founded St. Gerard House in 2010 as a therapeutic center for children with autism to provide therapy and also hope and resources for the lifespan. Caroline was the recipient of the 2014 ATHENA Award for Henderson County.
“My mother taught me to never compromise on relationships. Success is not how much money you make but how many people you helped along the way and meaningful relationships you nurtured.”
828-693-4223 | StGerardHouse.org
Michelle Tracy Marketing and Operations Manager
Michelle Tracy has a B.S. in Marketing Management and over 18 years of success in marketing and support. This success helps her in her role with Hulsey Media as the Operations Manager. She works with the Hulsey Media team to help move the company to the next stage in growth through dedication and determination.
“We need to support each other as women. Working together will help take women to the next level. Without that support we will struggle to prevail.”
828-513-3888 | HulseyMedia.com
she was familiar with the system and it would be launched at Linamar, she did some community outreach explaining her experiences with the system and how it could optimize process efficiency.
Sharing her expertise caught the attention of the facility’s general manager at the time, and he offered several positions to her before she made the tough decision to leave Borg Warner and join Linamar as their supply chain head. After Linamar bought out the other party in the parent company’s joint venture, Rowbotham was asked to lead the organization as its general manager.
“It was the culmination of a lot of hard work, thinking outside the box, and never saying something wasn’t my job,” Rowbotham said. “I think at the end of the day, it’s my spirit, passion, curiosity, and drive that
led me down this path.”
Working in a male-dominated industry has not been particularly challenging for Rowbotham, something she attributes to her personal attributes of effective communication and doing what needs to be done to fully understand issues. She works closely with her teammates to understand problems at hand while keeping everyone on the same page. She looks at failures as learning opportunities for the whole team, and she believes because of these things, she has earned respect as a female leader in manufacturing.
“I also choose to work for organizations that don’t see me any differently because I’m a woman,” Rowbotham said. “I’m just a general manager; it doesn’t matter whether I’m a woman or a man. I have heard some
negative stories, but I don’t have any to tell personally. I understand I am fortunate in that perspective. I’m also very grateful.”
Teaching students about opportunities in manufacturing is important for Rowbotham and Linamar. She has had conversations with the Superintendent at Henderson County Schools, and has hosted tours for students to show what is done at the facility and the career possibilities that exist. When students see a woman leading the facility and loving her job, she hopes more female candidates will consider manufacturing as their path.
“We make car parts,” Rowbotham said. “You drive a car, whether you’re a male or a female, and you can be a part of making these things too, whether you are male or female.”
Nancy Walton Accountant
As Nancy finished her accounting certificate in 2018 she named her business Conscious Checks and Balances. The most significant word in the name of her business is Conscious, the art of present.
“She advises young women to trust their inner wisdom to guide them. She knows firsthand this is what guides one to their greatest expression in business and life itself.”
| HulseyMedia.com
Kristy Wilson Business Insurance Advisor
Kristy Wilson from Bankers Insurance is an experienced expert who can help protect your business operations from potential losses. Whether you’re just starting or are already established, Kristy will listen to your needs and provide valuable suggestions regarding contract and lease agreement reviews, and more!
“Supporting each other in business, especially for women, creates a collaborative environment that boosts collective success. Being mentors and offering positive reinforcement fosters a network for knowledge sharing, referrals, and genuine friendships.”
828-280-3369 | kwilson@BankersInsurance.net
Amy Woody Chief Executive Officer
Amy Woody is the Chief Executive Officer (CEO). Woody has over 30 years of credit union experience, including a total of 26 years at Mountain Credit Union (MCU). Her career with MCU began in 1985 when she helped open the branch in Fletcher, NC. Before being named CEO in 2020, Woody held the title of Executive Vice President for 17 years.
“I am fortunate to be CEO of Mountain Credit Union. I consider it an honor to lead such a great team. I see great things in our future as we continue to improve the financial well-being of our members.”
828-452-2216 | MountainCU.org
One Woman’s VISION
When Grace Hay retired to Hendersonville in 1982 after a career with the Washington Post, she did what many newcomers do: seek local knowledge about their new hometown. Grace quickly realized that the information she needed wasn’t readily available and an idea was born. Grace applied her experience in the publishing industry to create Hendersonville Magazine, which quickly became the trusted resource about all things Hendersonville.
Magazine. Committed to Hay’s vision of sharing local knowledge with residents and visitors alike, Joanie purchased the publication in 1987 and expanded the business on the principles of quality, accuracy, and the commitment to helping other local businesses grow.
In 2014, Fisher Publications became Hulsey Media, Western North Carolina’s leading magazine publisher. Today’s team continues the mission of being the leading source of local knowledge throughout the region.
Grace Hay and Joanie Fisher set the standard of excellence for Hendersonville Magazine and Hulsey Media’s other publications. More importantly, because of the legacy they created over 40 years ago, they paved the way for future generations of women to grow and succeed.
industry spotlight Retirement
As the number of retirees in WNC continues to rise, so do challenges and opportunities related to
employment in the 18-county region in 2023, whereas it comprised an estimated 2.9% in the state.
Several WNC counties landed on NICHE. com’s 2024 Best Places to Retire in North Carolina list, including Tryon at #5, Flat Rock at #8, Lake Junaluska at #22, Weaverville at #23, Laurel Park at #24, and Biltmore Forest at #25.
to the increasing number of retirees choosing to settle in WNC towns.
Healthcare
Healthcare options that are easily accessible allow retirees to feel comfortable and safe knowing their doctors and specialists are nearby. The majority of WNC counties offer hospitals and healthcare systems, and many rural areas are serviced by emergency transportation like Mountain Area Medical Airlift.
knit communities are scattered around WNC’s mountains. With each one offering unique shops, restaurants, festivals, and community events, the lifestyle found in WNC is ideal for many retirees. Community colleges and universities offer lifelong learning classes, and the abundance of area nonprofit organizations offers volunteer opportunities.
Lifestyle
Many residents are drawn here by the beauty of the area, as well as the proximity to nature and the outdoor recreation opportunities mountain life provides. Hiking and walking trails, bike paths, fishing streams, pickleball courts, and more are easily found in most communities.
Climate
Western North Carolina boasts four distinct yet relatively mild seasons. It’s not uncommon for those who once enjoyed retirement in Florida to tire of the summer heat and move to the mountains, and for those who once enjoyed life in northern states to seek retirements without shoveling snow. With lower possibilities of extreme weather or natural disasters than other US regions, WNC’s climate is appealing to many.
Cost of Living
Inflation is nationwide, and WNC residents have said the cost of living in the area is high. That may be relative for some; retirees moving from major metropolitan areas like New York, Washington, DC, and San Francisco to smaller mountain towns may see a significant decrease in their cost of living.
Championing Retirement Opportunities to Boost Communities Across America
Comprising five retirement industry associations and 35,000 individual members, the American Retirement Association works to educate retirement plan and benefits professionals and advocates for policy to support the possibility of a comfortable retirement for all working individuals in the US.
In 1974, the federal government passed the Employee Retirement Income Security Act which sets minimum standards for most private voluntarily-established retirement and health plans to provide protection to plan participants. As a 501 (c)(6) nonprofit organization, the ARA performs advocacy work at the state level for each of these sister associations — American Society of Pension Professionals & Actuaries, the
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2023 Jobs By Sector
3,979 Home Health Care Services
4,712 Nursing Care Facilities (Skilled Nursing Facilities)
1,225 Continuing Care Retirement Communities
2,044 Assited Living Facilities for the Elderly
1,851 Services for the Elderly and Persons with Disabilities
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2024 Best Places to Retire in North Carolina
#5 - Tryon
#8 - Flat Rock
#22 - Lake Junaluska
#23 - Weaverville
#24 - Laurel Park
#25 - Biltmore Forest
Self-employed jobs are excluded from these estimates.
Source: NAICS, NICHE.com
Nathan Glassey and ARA colleagues advocate for successful retirement.
American Society of Enrolled Actuaries, the National Association of Plan Advisors, the National Tax-deferred Savings Association, and the Plan Sponsor Council of America — with a mission to help laws be most conducive to the end user and ensure participants have the best access possible.
The sister organizations each touch a different area of retirement planning, operating individually while coordinating under the ARA umbrella. According to ARA’s Director of Federal and State Legislative Affairs Nathan Glassey, symposiums, summits, and conferences held throughout the year help the ARA provide credentials and education on how to run plans, how to work as a plan advisor, and what to do as an actuary.
“What we’re doing is educating them on the basics as well as any policy changes,” Glassey said. “Right now, the biggest topic is the implementation of Secure 2.0, which is a huge federal legislation that affects all retirement plans everywhere in one way or
another. There were about 93 provisions in that bill, so we are teaching people how to implement and work with these new rules.” Glassey said it’s important for ARA’s members to understand Secure 2.0 and how to move forward, especially because there is already talk of Secure 3.0. His advocacy goals are to make sure that new provisions will help retirement plan participants save as much as they can in order to be secure in their retirement.
Other major topics of discussion are correcting anti-401(k) rhetoric circulating in some industries, and educating legislators how important it is for individuals to have a workplace-based retirement plan.
“New provisions have created an opportunity to close a huge coverage gap,” Glassey said. “More than 50 million employees in this country do not have access to a workplace-based retirement plan, meaning their employer does not
offer a 401(k) plan or similar. Individuals are 15 times more likely to contribute to their own retirement if they are offered a workplace-based retirement plan, and now it’s possible for small businesses to offer plans with provisions that help cover costs.”
Some states are implementing mandated IRA plans, meaning the state sets up a plan for participant contributions, and every employer with five or 10 employees, depending on the state, must either have a 401(k) or an auto-IRA plan in place. The benefit is more workers have an opportunity to contribute to retirement savings, though some businesses do not like having mandates in place.
“One of the things we try to help employers understand is that attracting talent is challenging without the offer of a retirement plan,” Glassey said. “It can cost nothing to set up a formal 401(k) plan, can help people work towards retirement, and can help regarding business taxable income. It’s a two way street that can support the employer and the employee, then hopefully retains talent in small businesses.”
WORK!
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Ensuring working individuals have the ability to successfully retire will result in positive long-term effects for communities. Retired individuals who are active in their communities, including through volunteerism, must be able to live off of their retirement savings. If retirement funds begin to run dry, some retirees may have to go back to work in a market that does not have enough jobs for those older workers and younger individuals just entering the workforce. With too few jobs available, more people may need support from federal and state governments, which then puts a strain on the economy.
“We need to find a way to ensure people can retire at the age they’d like, and in a way they can do so securely and successfully,” Glassey said. “We must work together to bolster what people can do to save for that retirement, live happily, and contribute to their communities in a positive way.”
One
W MAN’S Idea
Over 60 years ago, Mrs. Mignon Sullivan had a breakthrough idea. She envisioned a community in Henderson County that would provide housing and care to people as they aged... where residents would always be taken care of. With her vision to inspire them, a group of locals came together to make it a reality.
More than a decade later, Carolina Village opened its doors in 1974.
Proud of our rich history of compassionate and superior care, we are excited to continue to make a difference in our community. The need that Mrs. Sullivan recognized then is still strong today.
Still Hendersonville’s only Type-A Life Care Community, we’ve grown a bit since our grassroots start. Today, we have cottages and apartments that could only be dreamt of in 1974. We offer opportunities that were unheard of then. But what remains is our strong foundation of deep care and our true community heart...
All because of one woman’s idea and ambition.
Today, generations of women are among those fulfilling Mrs. Sullivan’s vision!
Older Adults Shape Community Advocacy and Economic Growth
Retirees and older adults help drive WNC in multiple ways, according to Associate State Director of AARP’s NC Mountain Region Rebecca Chaplin. Populations of retirees create a need for healthcare
and other support structures that bring businesses and jobs to communities. Retirees are assets to their communities, bringing knowledge, experience, and resources to the region while contributing to the local economy.
Retirees also bring value to communities and states as advocates. They have the knowledge and the passion to advocate for things they believe in at the government level, and a large advocating body can lead to significant changes in communities.
Much of AARP’s local work is developing systems and structures encouraging communities to recognize age as a resource, according to Chaplin. Ageism and stigmas associated with aging have been seen in many communities and in many workplaces. Much of the work being done by AARP and partner organizations is intended to educate individuals at different levels of government, nonprofits,
and private businesses on the ways the increasing number of older adults can be viewed as an opportunity.
“All Ages, All Stages NC: A Roadmap for Aging and Living Well” is a statewide initiative, and there are members from AARP WNC who sit on the statewide task force. The initiative was spearheaded by the NC Department of Health and Human Services with a mission to improve the lives of older adults by providing helpful resources and assistance. AARP partnered with NCDHHS to help support the action plan and the survey process; currently, portions of the initiative are commencing.
“There is a concern that when we change governors, this will become a reduced priority,” Chaplin said. “So much work has gone into this, and we would hate to lose all the momentum, work, and awarenessbuilding that is happening.”
The initiative plans to address topics including access to affordable aging, optimizing health and well-being, strengthening communities for a lifetime, and supporting older adults and their families. There are multiple recommendations to achieve each objective, and they are all interrelated.
“It’s housing, transportation, and access to healthcare — all those things that we often think of,” Chaplin said. “It’s also civic engagement, social connections, and communication; the social determinants of health that are priorities of this initiative.”
Nationwide, as people increasingly desire to age in place, the two largest concerns for older adults are transportation and affordable housing. Accessible housing is also imperative, meaning the house is designed to accommodate changing physical abilities, with universal design and handicap access.
In WNC, the cost of housing has increased, as it has in many communities across the country. The unique challenge posed in the state’s mountainous region is proximity to amenities. To find affordable housing, people often have to reside farther from
Participants at the AARP Day of Service with the Veterans Healing Farm.
metropolitan areas and town centers. Compounded with rural areas’ lack of transportation services, access to services as people age can be a concern.
“AARP and other organizations advocate for an interesting solution around these types of housing challenges,” Chaplin said. “It’s for the reduced regulations of accessory dwelling units, making it easier for people that have a small footprint to have an extra dwelling on their property which they can rent for extra income, or to have a loved one living on the same property, creating easy access for caregiving.”
Education and outreach are also key components of AARP’s community outreach mission. Chaplin helps coordinate volunteers who host events and teach classes on topics like health and financial security, and helps equip them to
be successful in their work. The advocacy component across local, state, and federal governments involves volunteers as well. They develop relationships which can create influence at various levels, as well as communicating information between members and government officials.
Surveys conducted by AARP help to develop solutions for municipalities and the intersection between aging and community planning. Determining the community’s role in supporting older adults has shown potential economic gains by taking good care of older adults while diminishing strains on caregivers who may also be members of the community’s workforce.
The challenges around supporting the increasing aging population inherently provide opportunities for businesses to
be created and expand. Helping bridge transportation issues by making access to services like Uber or Lyft easier could be lucrative with a bit of creativity. Programs providing pick-up and drop-off services for health appointments, creativity classes, or adult day care that also offer their clients assistance with preparing for the outing and settling back in upon their return can support adults and cost far less than living in a full-time care facility.
“As the population of retirees and older adults continues to increase, it’s important to elevate the awareness about how this growing population can benefit communities,” Chaplin said. “There may be some challenges, but older adults are a resource to our community in a variety of ways.”
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retirement
How Aging in Place is Shaping the Future of Home Health Solutions
Within the next 10 years, the population of adults over 65 years of age will outnumber the population of people under 18, and according to Pre-op Solutions Owner Kaitlin Reph, many communities are illequipped and ill-prepared to support this shift. The numbers of people entering fields like home health care and in-home, nonmedical support or looking to grow careers working in retirement communities do not match the percentage of aging retirees who will soon need those services.
Working in healthcare since she was a teenager and in home health for more than eight years, Reph has seen shifts in the home healthcare workforce, especially through and following the height of the COVID-19 pandemic. During that time, the number of nurses visiting the homes of patients declined, elective surgeries were put off, and assisted living facilities were not accepting new patients. Some workers in these fields changed careers or retired themselves, and as people have been returning to normal, many of these
disciplines have not fully recovered.
Following the pandemic, more people are deciding to age in place, creating other challenges for this population. Many homes are not well-suited for retirees as they age, and Reph has seen an increase in demand for custom home renovations with a focus on universal design, allowing older adults with varying conditions to remain safely at home.
“I don’t know many people who are in their 50s, 60s, or 70s planning to relocate to a nursing home at any point,” Reph said. “Aging in place is a huge part of the conversation. There is also a huge opportunity for new businesses to help organize all the things people will need to be as comfortable, safe, and happy as possible for the length of their lifetime, without going into a nursing home.”
Demands for home health care have increased, and businesses supporting that are increasingly searching for staff to meet the demands. In addition to nurses, those offering chiropractic, physical therapy, and body work services travel to see clients in their homes. There is also an increase in demand for non-medical services; the
same clients are often searching for help shopping for groceries, light housework, and light yard work, but these services are outside the scope of home healthcare businesses.
Considering the ability of older adults to successfully age in place, Reph conducted research on experiences of adults over age 55 with major surgeries and recoveries, with 65% of those surveyed residing in Western North Carolina. She discovered 95% of respondents reported feelings of anxiety, worry, fear, or in some cases, depression, before their surgery, which profoundly impacts the mental well-being of patients. The survey also indicated about 1/3 of patients had low or no understanding of the procedure and rehabilitation processes, and of the remaining 2/3 who did understand, nearly half of those indicated a negative outcome from their surgery.
Ninety-six percent of respondents reported an in-home pre-op visit helped them feel more prepared for their upcoming surgery and recovery, yet only 16% said they received home visits to help them properly prepare. She found 70% reported that an in-home visit reduced their recovery time.
“It was cool to see numbers demonstrating services like these can help people get back out hiking or watching their grandkids sooner,” Reph said. “From an economic standpoint, that’s 70% of people who got back to work sooner. What I ultimately hope, though, is that pre-op care in this capacity becomes part of surgical protocols in the near future.”
Reph hopes to see Medicare and other insurance companies considering more options for preventative care, in terms of surgical experiences as well as supporting aging adults in general.
“I ultimately want to demonstrate that people who have better preoperative care have a smaller likelihood of having falls, infections, or other negative outcomes,” Reph said.
A growing number of businesses offer support for retirees to successfully age in place.
Wealth management businesses help ensure a successful retirement.
less in the long run.”
Offering preventative care should lead to fewer people in need of larger medical support, according to Reph. She believes this could free up more providers and clinicians to be able to help more people — a significant impact on an industry with fewer people than needed entering careers in that sector.
“People are thinking of more than what they need; they’re thinking of what they want regarding their care,” Reph said. “If we can preemptively prepare and maintain wellness now, then there will be less need for care later, and that also means better, happier, and healthier people in our aging community.”
Wealth Management Businesses Support Successful Retirement Strategies
Operating a wealth management business since 1998, Michael Cano of Cano Wealth Strategies understands the importance of creating retirement income plans to allow individuals to retire with success.
Key to an individual considering retirement is understanding what their expenses will be, according to Cano. Determining what
and figuring out if they will continue to have enough money to pay for that, will be the determining factors of the ability to retire.
Investment and wealth management firms exist to help clients feel comfortable with their retirement incomes. Investment strategies vary from client to client, depending on things like income, savings, and the amount of risk individuals are willing to take.
“Typically, the more money you have saved up, the less risk you need to take,” Cano said. “If you’re at a retirement age and you have less money saved, you may have to take a bit more risk to make sure you don’t run out of money in 15 to 20 years. We help people determine how to make the most of what they have so they can continue living their lifestyle throughout retirement.”
These types of firms also explore other financial avenues for their clients, including estate planning, inheritance planning, and determining charitable giving plans for preferred organizations.
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retirement
Retirees usually rely on Social Security as the most important part of their fixed income. People can generally feel comfortable knowing the money will show up for them each month, though the specific amount may increase year over year as well as may decrease with Medicare premiums. Other income streams can include pension plans, which offer a fixed dollar amount to be received for the entirety of one’s retirement.
“This is a big part of the puzzle for me,” Cano said. “We have to look at the expenses and determine if the income will offset those. We look at their available assets and determine if and when we need to change the level of risk for their investments to make sure retirees still have money as long as they may need it. I don’t like my retired clients to have to worry about what’s happening to their money because they’re not going back to
work. What they have is what they have.”
Managing expectations is an important part of investment strategies. Some retirees may have a large portfolio, but may panic in rough markets and make unfavorable decisions. Helping retirees understand their level of risk, when to allow markets to recover, or when to get more aggressive creates a need for cohesive planning and management to maintain comfort with their investments.
While many retirees put off certain large vacations or purchases until reaching retirement, the bulk of expenses in early retirement consists of daily living expenses.
“I remember hearing a quote that upon retirement, people are going to need to earn 70% of what they did during their work life,” Cano said. “What I’m seeing, though, is that more than likely it needs to be at least 100% of what they were used to. They
may shift the money used for commuting or buying lunch at work to other areas, but really, people get comfortable at a certain level of monthly income, and that’s what they’re striving for in retirement.”
In recent years, Cano has seen more people planning for retirement at a younger age. People want the ability to enjoy their life, and strive to reach retirement earlier than the generation before them. He has also seen people who have planned to retire at a certain age continue working in some capacity because a large portion of their social relationships are fostered at work. Also, some employers are extending incentives to older workers as fewer young workers are entering their workplace.
Helping retirees maintain financial comfort after their working years has additional benefits to the community. Successful retirement allows older adults to be more
involved in the community. Cano has seen a large number of retirees working with WNC’s nonprofit organizations by volunteering and serving on boards, all with a mission to stay active and involved in helping the community.
“People entering retirement are used to being busy,” Cano said. “They have the ability to focus on the things they didn’t have time for when they were working. They are providing financial support, but it’s more than financial contributions. They also have time to spend.”
Navigating Benefits and Planning for WNC’s Growing Retiree Population
Elder law and retirement planning are crucial in Western North Carolina, particularly for navigating public benefits like Medicaid, Social Security, and Medicare. Holistic planning that considers legal and social work aspects is essential.
The defining characteristic of elder law is that attorneys understand public benefits programs including how those programs can provide financing for long-term care. Their primary concern is usually maximizing access to benefits, according to Caroline Knox, Principal at The Law Office of Caroline Knox PLLC, and consists of a large portion of social work.
Elder law attorneys help aging retirees navigate through benefits programs when needs change and develop as they age. With area nursing homes costing around $10,000 per month or more, many people feel challenged to absorb that cost into their budgets. There are often gaps in financial assistance at certain income levels, so careful planning and expertise from an attorney can help aging couples or individuals ensure financial longevity.
“Some people are selling long-term care insurance products, and those can be helpful for assisted living, but they can
also be a problem,” Knox said. “They sometimes hurt access to other benefits because they can give a little too much income to qualify for assistance, but not enough income to actually pay for it. This is why a lot of our work is around evaluating insurance premiums and helping people understand their options.”
In addition to helping retirees navigate insurance and benefits, elder law attorneys also do a lot of work with estate planning, including power of attorney designations, creating wills and designating beneficiaries, and avoiding probate. Identifying who will manage things should an individual become incapacitated and ensuring that the designee is informed about choices, medical history, and preferences are other primary topics handled at elder law offices. Keeping things simple throughout these processes is possible, though some continued on next page
attorneys encourage the creation of trusts and other complicated documents that may not always be necessary. Restructuring outdated arrangements in an effort to simplify processes is some of the work done for older adults.
“Some past tax or probate systems don’t exist anymore, and procedures set up in this old, complicated way may become more harmful as opposed to being helpful,” Knox said. “We do a lot of work in simplifying plans that may have been overly complicated.”
It is important that retirees living alone or living in an area without other family members nearby have thoughtful plans in place as well. Elder law attorneys can fill a void in serving as healthcare power of attorney or trustee, and Knox is seeing the need for these types of services increase exponentially.
“Every week there are at least a couple
of people in that situation reaching out,” Knox said. “This is not something I’ve marketed, they just don’t have a support system or the systems in place are not adequate. It seems like a really big problem in a steady stream of retirees.”
Knox sees a need for meaningful education for members of the community to volunteer and assist with being public guardians for elders who live alone. An idea of a community organization that could provide training for public guardians could be helpful for the growing retiree population. Additional attorneys helping in this space could also be beneficial for the community.
“There’s a huge need, but it’s not simple,” Knox said. “There are more people with the need than there are people being helped. Organizations like Hope for the Future are working in this space too, but the need
will continue to grow as retirees continue to be attracted to our area.”
As WNC counties continue to attract more retirees and the number of aging baby boomers continues to increase, Knox predicts the number of retirees needing services in the region may be a growing concern.
“Everything about our community catering to these retirees is service-related, and we are having trouble finding staff to provide these services,” Knox said. “It’s all tied into affordable housing and our ability to provide a living wage to the people who would take these kinds of jobs. We also need transportation for our seniors. There’s also a growing need for ethical, conscientious professionals to work in the space of supporting these people we work so hard to attract to our area and our communities.”
Celebrating 10 Years of Serving the Western North Carolina Aging Community
Pick up your FREE copy of Aging Resources Magazinethe trusted resource for seniors, caregivers, and aging industry professionals throughout Western North Carolina -or visit us online at AgingResourcesWNC.com.
MountainCare get to know
Enhancing Lives and Building Community for Older Adults and Their Caregivers
Since 1986, MountainCare has provided social, medical, and caregiver support to older adults in Buncombe and Henderson Counties. Supporting all stages of aging, Adult Day Care is offered at two locations, and Mountain Explorers, a field-trip style service, is offered to adults in Buncombe County. People often initially join MountainCare’s programs to become a part of the social community, according to Executive Director Elizabeth Williams. Retirees relocating from other communities and looking for social connections join programs like Mountain Explorers to participate in activities and make new friends. Others join MountainCare’s programs in an effort to receive support as they age in place.
“Some people want to age in community, never wanting to go to a nursing home or to a skilled care facility,” Williams said. “There is a nurse on site for our Adult Day programs that performs blood pressure checks, helps with medications, and things like that, and there are people in both of our programs receiving hospice care. One participant who has been with us for 20 years had a stroke. We were already her community, and we are also the ones providing much of her support.”
Currently, there are about 100 families enrolled at MountainCare’s programs in Buncombe County, and about 20 or so
who visit per day in Henderson County. Programs maintain an enrollment model to ensure proper staffing, adequate supplies, and activity planning.
Depending on the desire and the need of the individual, participants can join from one to five days each week. For those experiencing cognitive issues, research shows attending programs at least twice weekly helps them remain familiar with the program, the staff, and the facility. There are no specific qualifications or referrals required, though each participant comes for an orientation day to determine if the programs and facility may be a good fit.
“It’s rare that we would be unable to support someone,” Williams said. “We do what we can to make it an environment that works for them. We want to make sure there is a reason people want to come to us and have an enjoyable experience while they are here.”
The staff and volunteers at MountainCare enjoy quality relationships with program participants. They are able to share their talents and hobbies in groups, and enjoy the activities and trips along with the group.
“A group recently visited Lake James for a boat ride,” Williams said. “The team members were able to enjoy being able to go outside and get on a boat, while seeing the smiles and the pleasure experienced by these people who haven’t been on a boat in years. They really get to spend quality time with these people while supporting them as they age.”
MountainCare also offers support to the caregivers of aging adults. According to Williams, offering respite and a network to caregivers is just as important as supporting the aging individuals.
“It can be a huge learning curve to determine how to support someone who is experiencing something like cognitive or physical issues,” Williams said. “A lot of it is hearing the journey of others, learning tricks, and just knowing you’re not alone and there are people here to help. We try to make that journey as easy as possible for these caregivers.”
MountainCare’s nonprofit status helps support the cost of enrollment. Approximately 47% of the cost is covered through private pay, and the remainder comes from funding sources like block grant funding through the Older Americans Act or the Department of Veterans Affairs. Staff help families recognize different types of financial aid that may be available to them, and there is also an endowment that helps fund scholarships for those who may not receive aid from other sources.
“It’s expensive to age in our community, and it’s expensive to age in our country,” Williams said. “Costs can easily reach $10,000 or more each month for assisted living facilities, but these programs can provide support without having to resort to those kinds of costs. Luckily, there is lots of financial assistance to make our programs affordable for people who need this service. We try to meet the family where they are and support them where they are.”
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MountainCare offers programs, support, and care for older adults and their caregivers in Buncombe and Henderson Counties. Learn more at MountainCareServices.org.
it’s my job
April Austin
Director at Caldwell Senior Center
After working with the Caldwell County Department of Social Services for 17 years, April Austin transitioned to the role of Director at Caldwell Senior Center in December of 2017. She was not in search of a change, but when the former Senior Center Director retired and the assistant found work at another nonprofit, Austin felt she would love to be a part of the organization. Having worked closely with the Senior Center and with other adult services in her previous position, she transitioned easily into her new role.
Caldwell Senior Center is a small nonprofit organization, and with only three employees, Austin wears many hats in her role as Director. She handles administrative tasks, writes grants, and coordinates fundraising efforts, and she also teaches exercise and digital skills classes and is a Medicare counselor with the NC Seniors Health Insurance Information Program.
“The variety gives me a chance to interact everyday with participants,” Austin said. “I also do a lot of networking in the community, trying to make sure people in the community know what we’re about. When I came in, I wanted to make sure I was able to keep that one-on-one connection, because coming from a social work background, it was really important for me to be a part of what they’re doing every day.”
While senior centers across the region and the state are all different, Austin feels the Caldwell Senior Center is unique because of the very active group of retirees in the county. A wide variety of programs are offered, from exercise and dancing classes to pottery, arts, and crafts to counseling and resource sharing. Many retirees are regulars, attending classes week after week, and other participants drop in to learn about Medicare resources and information.
Austin and other staff also work with caregivers and other local agencies that work with older adults, and she likens the Senior Center to being a one-stop shop for information about aging.
The variety of tasks prevents monotony in her work, something Austin said keeps her job feeling exciting. She feels fulfilled by connecting participants to the resources they need, or simply engaging with them with fun activities and a lot of laughter.
“They’re such a lively group of people that come from all different backgrounds,” Austin said. “I love people’s stories, and just being able to hear those experiences keeps it different and exciting every day.”
Some of the largest challenges in her work center around ensuring the program maintains adequate funding, something Austin believes is the challenge for many nonprofit leaders in the region. Another of her challenges is rebuilding the base of volunteers that participate in things like teaching classes, as some of the program’s volunteers did not return after COVID.
While Austin herself performs much of the grant writing tasks in hopes of acquiring funding, she said the Center’s Board of Directors is helpful in coordinating additional fundraising efforts. Many of these efforts are successful with high
community response, and the supportive community paired with Austin’s networking activities are slowly helping to bring more volunteers back into the Center’s programs.
“The community is unbelievably supportive of our organization,” Austin said. “From educational events taught by volunteers to local businesses who sponsor events to community members donating funds, Caldwell County is the reason we’re able to offer a program that’s as dynamic as what we’re able to offer. It’s all because of the support of the community.”
The most meaningful aspect of Austin’s work is hearing how the programs impact the daily lives of participants. Following COVID and learning about the detriment of social isolation, she is always pleased to be able to offer social outlets that improve the social and mental health of local retirees. Teaching the classes that help people feel strong, confident, and independent in their retirement is a large contributor to feeling fulfilled in her work. Her hope is to continue offering more services to more participants, and she is working on a new formal strategic plan to grow the Senior Center’s efforts.
“We would love to find a space where we’re able to grow our entire program and offer more classes, more resources, and bring in more people,” Austin said. “We’re in the very early stages of that process and looking for options right now. Directors of other organizations have willingly shared their expertise with me, so that’s really been great. We’re hoping to see more possibilities in the near future.”
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April Austin is the Director of the Caldwell Senior Center. Learn more at CaldwellSeniorCenter.org.
Local Retail industry spotlight
According to Riverbird Research, the number of jobs in the region’s retail industry increased by 4% between 2018 and 2023, just below the North Carolina overall increase of 5% during that time period.
The total concentration of 46,109 jobs in an 18-county area of WNC was approximately 32% greater than the national average in 2023. These jobs were supported by 3,839 payrolled business locations and earned an average wage of $35,024 annually, excluding supplements.
The highest concentration of retail work occurred in Buncombe County with 17,421 jobs, followed by Henderson County with 5,584 of these jobs.
Organized Retail Crime and Aggressive Tactics Challenge Local Retailers
Retail crime can be detrimental to businesses, and new crime trends are on the rise, according to NC Retail Merchants Association’s Senior Vice President Elizabeth Robinson. Organized retail crimes go beyond traditional shoplifting. Professional, organized criminal operations are working together to steal large quantities of goods, sometimes with the purpose of putting that money into more illicit activities in the community.
Some of these ‘crime rings’ consist of dozens of people, according to Robinson. Leaders will provide shopping lists for the items they want to be stolen, which are usually items in high demand or which offer high margins.
“Over the course of several years of operation, one particular ring accumulated about $5 million in stolen goods, between $150,000 and $200,000 worth of drugs, 28 weapons, and 20,000 rounds of ammunition,” Robinson said. “This was all one group that was operating in Western North Carolina. It speaks to the nature of the crime; people hear shoplifting, but this goes beyond stealing on a whim or out of a need.”
In recent years, retailers have seen an increased use of technology in the types of crimes committed. Criminals are figuring out new ways to use technology to their advantage through fraud schemes, hacking, or social engineering. Criminals have also become more brazen. Reports have documented the willingness of criminals to be more physically aggressive as they enter store locations.
“I think a lot of retailers are aware of the increased aggression, as many employers have policies in place with the intention of keeping employees safe,” Robinson said. “Maybe instead of seeing someone push items out of a store, they are using a can of mace or another sort of weapon to keep anyone at bay who may have tried to stop them in their path. This is something I don’t know that we saw 10 years ago.”
While large corporate retailers often have loss prevention teams or dedicated employees who are able to focus on theft prevention, local retailers may not have the resources to put that work into place. Small retailers often have an owner who is also the primary person working at the store. The Carolina Organized Retail Crime Alliance works to provide partnerships encouraging independent retail businesses to lean on each other. They also provide informational resources to teach retail business owners about current issues and ways to combat them.
“For small businesses that don’t have the resources otherwise, this provides a builtin resource for them to extend upon what they do have available in their business,” Robinson said. “We hope this helps them combat these types of issues and discover what types of things they may be able to implement in their own stores or policies.”
CORCA has implemented an informationsharing platform called Auror which allows retailers and law enforcement the ability to exchange information through a real-time website and mobile app. The organization also shares training sessions that happen
across the state or country. These discuss case studies, trends and other resources for the benefit of retailers.
With the help of the NCRMA and CORCA, recently-passed legislation added clarification to the details of retail property. With the high instance of consignment and antique items, especially with independent retailers, the definition of ‘new property’ was removed to allow those types of stores to be included into the organized retail statute. These regularly-updated statues help ensure organized retail criminals are prosecuted to the fullest extent of the law.
As theft rates and trends expand, Robinson said there is an increase in partnerships between retailers and law enforcement. Awareness of these organized crime rings and their complexities is also increasing, and with law enforcement agencies’ growing involvement and expertise, partnerships and shared information are a large asset to retailers.
As many retailers move toward their busiest season in Q4, Robinson said this is the time for retailers to be on high alert and mindful of current activities. This time of year, CORCA often releases additional information on organized crime trends, but with additional inventory coming through the state, it is also a popular time of year for criminal rings to operate.
“It’s important to stay vigilant and be extra mindful of things like checkouts, payment methods, and inventory acceptance,” Robinson said. “There are always new security technologies available, and it’s also important to be mindful about monitoring entry points to your store. The most important is trying to build that network of relationships with local law enforcement and fellow retailers to lean on. Those are some of the best tools available.”
retail snapshot
44,543 Jobs in 2018
46,109 Jobs in 2023 4% Job Growth 1,566 2018-2023 Change in Jobs $35,024
2023 Average Annual Wage Excluding supplements
3,839 Payrolled Business Locations in 2023
The overall concentration of jobs in the 18-county region was approximately 32% greater compared to the national average in 2023.
The 18-county region’s 2018-2023 employment growth rate of 4% was just below the state’s overall 5%.
Jobs By County (2023)
continued on next page
Self-employed jobs are excluded from these estimates.
Source: Lightcast, 2024.3 Compiled by Riverbird Research
local retail
Transylvania
County’s Tourism Efforts Fuel Growth and Authenticity of Local Independent Retailers
While the primary goal of the Transylvania County Tourism Development Authority is to promote the authenticity and uniqueness of the area’s tourism industry, its efforts play a role in supporting the small, independent retailers in Brevard and throughout the county.
Defined by state statute, the Transylvania TDA markets and promotes the area as a destination, primarily to potential travelers outside of WNC, according to Transylvania County Tourism Development Authority Executive Director Clark Lovelace. During the last decade, its growing secondary role is to manage the destination.
“What we do in both areas is very relevant to tourism partners, and that ranges from attractions to restaurants to retail businesses,” Lovelace said. “One of the things I think makes us special compared to a lot of destinations is we are very authentic when folks come here. They don’t want to see something that feels developed and custom-made just for them; they want something that feels real and authentic. A lot of that is represented in our small, independent retailers.”
Many favorite tourist stops are destinations that involve retail, but offer more. Multiple businesses in Transylvania County are retail stores that also feature tap rooms and food trucks. Outdoor recreation outfitters are popular, and some also offer things like bicycle repair or tour guides. The owners of these businesses also often play important roles in the community.
“Tom Dempsey was one of the founders of the Outdoor Gear Builders Association [now the Outdoor Business Alliance],” said Lovelace. “Headwaters Outfitters is owned by the second generation of the Whitmire family, and they are keepers of the French Broad River. The
owner of O.P. Taylor’s toy store wears a beanie with a propeller on top — that’s his normal daily look. All of these places have this important personality as it relates to visitors coming here, and they also have important personalities as they relate to their community. That doesn’t happen with the big branded places; it only happens when you have unique, independent places.”
Lovelace believes many of these independent retailers were born out of a need for jobs. Before 2000, many individuals were employed by big manufacturing businesses. When those shut down, people had to create jobs for themselves if they wanted to remain in the area.
“What we ended up with is a lot of love for our community,” Lovelace said. “We have a high rate of volunteerism, and we have a lot of folks that want to grow the right way and who don’t want to live in a commercialized spot. A big part of our culture is linked to these people and these businesses.”
Independent retailers in the Brevard area have experienced tremendous business growth since the pandemic. Destinations based on outdoor recreation became the most popular vacation destinations when international and air travels were not an option for most people. Transylvania County’s visitation doubled during COVID, peaking in 2022, and only dropping about 10% from its peak level, meaning about 90% of that growth will remain and continue its upward trajectory.
The variety of independent businesses compliments downtown Brevard and the nearby outdoor amenities and activities. Rather than visitors having to choose between a quiet, safe area and having plenty of shopping, dining, and excursion options, Brevard and other small WNC towns offer vibrancy in an area that is also safe and walkable.
In a town of 8,000 residents inside of a county of 33,000 residents, there is not a large enough market to support two
businesses that offer the exact same thing. Business owners must find their unique niche, which keeps an interesting variety for visitors and locals alike, and also encourages a tight-knit business community that values collaboration over competition.
With the small population of the town and county, tourism contributes to the survival of these local businesses. By themselves, locals would likely not contribute enough patronage to keep these local retailers open. Tourist shoppers not only support the local businesses, but allow them to successfully exist so locals can enjoy them as well.
“We are lucky, because if it wasn’t for tourism, there would be a lot less cool restaurants to eat at and a lot less cool places to shop at,” Lovelace said. “For a lot of us, if you’re in a great place to visit, you’re probably also in a great place to live. We’re lucky to have all of these varied and eclectic places here.”
Community Events and Programs Boost Support for Local Retail Businesses
When downtown areas in small WNC communities host festivals and events, local retail businesses benefit, according to the Marion Business Association’s Executive Director Freddie Killough.
During 2020, the Marion Business Association felt the need to uncover creative ways to encourage shoppers to support their local businesses. With the need to maintain social distancing guidelines during the pandemic, setting up outdoor events for small retailers was an idea that kept people safe while helping boost retail traffic. The association began a Shop Small Saturday event which attracts people downtown while providing an opportunity for home-based businesses to sell items to the public.
“It adds a festive air when vendors are on the street, and attracts people to stop and come into the stores,” Killough said.
“It’s been very well received and very well supported, and vendors look forward to it every year.”
By allotting sidewalk space for vendors, drivers are still able to use the streets, which Killough said invites even more people to participate by not “closing people out.” Shoppers have enough space to peruse sidewalk vendors, and are close enough to storefronts to easily meander in and out of shops.
Inviting crowds downtown not only brings more shoppers into stores during the event itself, it also adds awareness of the businesses located downtown. By familiarizing themselves with downtown stores, locals learn what types of items they can find and where, and are more likely to revisit those stores during other times of the year.
Local retailers often cater to the types of visitors the town receives. With a large campground presence in McDowell County, drawing campers is important to the success of Marion retail stores. Members of the Business Association bring a calendar of events to the campgrounds at the beginning of the
of the activities happening in the area with the intention of attracting them downtown.
“Our retailers try to be prepared to service that demographic,” Killough said. “Not all of them carry products specific to the needs of campers, but we’ve noticed these visitors enjoy the ‘mom and pop’ stores because they are all a little different. This population adds to the number of people coming into the stores, and really helps keep those businesses viable.”
In addition to Shop Small Saturday, other events include a downtown yard sale, Bigfoot Festival, Livermush Festival, Culturas Unidas Festival, and craft fairs.
Many of these events are promoted to areas south and east of McDowell County, as Killbough said those markets are often easily encouraged to drive up to the mountains, and all of these events provide a boost for local retailers.
Resources for local retailers are offered through the North Carolina Main Street program, which is a program of the Department of Commerce. With this affiliation, networking, resources, and support services are available for the town. A Main Street conference is held
local retail
analysis for the town, and the program assists with appropriate design decisions for historical structures. Educational seminars are offered and occasional rural development grants become available.
Main Street America is another program offering similar support for local businesses. Other WNC towns with this designation include Murphy, Silva, Waynesville, Tryon, Spruce Pine, and Hendersonville. The towns participate in networking, share resources, and help each other when similar issues are experienced.
“It was at a national Main Street conference that we learned about another community hosting a program to encourage entrepreneurship,” Killough said. “We worked with them to develop our Growing Entrepreneurs program. We knew we wanted entrepreneurs who were committed to their retail businesses, and this program has earned some state awards and recognition. That’s probably been the most impactful in our community.”
Since 2016, more than 200 individuals have participated in the Growing Entrepreneurs program, which operates in partnership with the Small Business Center at McDowell Technical Community College. Classes are held at least twice yearly, and entrepreneurs are incentivized to open retail, restaurant, or entertainment businesses in the City of Marion.
“It has brought people to the table that were seriously looking at opening these types of businesses,” Killough said. “We are also strategic in that we want to fund the things that put feet on the street and people in stores. It helps establish and strengthen those retail businesses; those things visitors are looking for. Like much of Western North Carolina, we’re seeing the impact of the growing visitors, the outdoor recreation folks who are coming in to enjoy all of the outdoor activities. In the evenings, they like to come into town for some food and beverages, and do a little shopping. We are trying to fill that niche.” continued on next page
Local business associations help boost business for local retailers.
local retail
Rich History and Unique Finds Drive Popularity of WNC’s Antique Stores
The antique industry is distinctive in Western North Carolina. It highlights the historical significance and authenticity of the region, and offers the opportunity for people to find unique objects with stories attached to them, according to Antique Trail Founder Marcia Cole Huffman.
The history of the region provides a rich and widely-varied collection of antique items. As the home of the Cherokee people for many generations, native artifacts are found in many antique stores. As Scottish and Irish people settled into the region from the 1720s to the early 1800s, they brought their collections and styles of furnishings and decor to the area.
Many of WNC’s small communities have
residents who have remained in their town for multiple generations. When people are shopping for antiques in the area, they often find pieces that have belonged to the same family and been in the same area for many years.
Antique collectors often specialize in a specific timeframe or in specific pieces. Collectors begin learning more about the history and origination of certain pieces, and gain vast amounts of knowledge in their speciality, and seek that out when shopping at antique stores around the region.
“Of course everyone wants to visit Asheville and the beautiful mountains of the region,” Huffman said. “I think people are also brought to the mountains because of the history. People come to the area because it’s so beautiful, and it’s just a plus that they can find tangible pieces of its history on their way.”
Antique and consignment shopping is a growing trend in WNC and beyond. Huffman said during COVID, she was afraid many antique stores would have to close down permanently. While some of them closed temporarily, many of them had some of their best months as soon as they reopened because people were not able to quickly order some specific items like couches or other furniture because of shipping delays. Instead, some people turned to antique stores to find these kinds of items.
“What I’ve heard is that ever since then, the stores are doing even better than before COVID,” Huffman said. “It kind of brought back an appreciation of older things. People have also begun leaning back toward items made in America, and in order to get that, people often have to go to antique and vintage stores.”
Not all items found in antique stores originate from the area in which the store is located. Sometimes pieces make their way from international destinations and are passed down through generations, and eventually end up in an antique shop. The history and the stories associated with these items differ from local pieces that have been in the same location for 100 years or more, and these stories are often what drives the interest in antique shopping.
The expansive variety of items found in antique shops in the region also attracts shoppers and collectors. There are not necessarily common items as other retail stores may work to consistently keep on the shelves. Inventory in antique stores can be vastly different from store to store, as well as from time to time in the same store. Inventory in antique stores in different regions varies too, giving each area a unique collection of items and styles.
“If you go to a store in Pennsylvania and you go to a store in Florida, it’s so different,” Huffman said. “If the town had lots of European imports more than a century ago, there may be a richer variety of those
items. If you were not near one of those towns, you’ll find a lot of handmade items, or what we call primitive antiques, that are more uncommon.”
Current style trends for decor and home furnishings help drive popularity of antique stores. Huffman said she sees a high demand for mid-century items, as well as the desire for functionality more than aesthetics. People are also seeking “brown antiques” and real-wood furniture, and in WNC, a popular furniture trend includes live-edge tables. Mixing pieces from different styles or eras is also on the rise.
“There’s always new trends and new finds that people find interesting,” Huffman said. “I don’t think it’s going away. Existing stores are thriving and new ones are opening. People still have that feeling of wanting to hang on to tangible pieces of history, but it’s also the uniqueness. People don’t want things that look like everyone else’s things. We’re looking for unique, and you can’t buy unique at the big box stores.”
Retail Merchandising Boosts Revenue and Enhances Customer Experience
Branded merchandise and its affiliated retail sales can be a boost for a variety of businesses. Not only does branded merchandise add to a business’s bottom line, it also extends the customer experience, creates conversation starters, and performs like additional advertising platforms.
While merchandise contributes to the revenue of the business, it is not often the majority of the overall sales. According to Highland Brewing’s Vice President of Brand Development Nikki Mitchell, retail sales represent about 15% of the taproom’s revenue, exclusive of distribution. Though the revenue impact is relatively small, the extension of guest experience offered by branded merchandise can be powerful.
Abby Burt, Owner and CEO of Applied Adventure, the company operating
brand-appropriate retail space that we believe enhances the guest experience,” Burt said. “On average, it gives us an additional 10% to 20% of income. It’s not just that T-shirts are going out the door, but it provides effective ways for people to share the experience they had with others. When we ask people how they heard about us, a friend or family member telling them still ranks in the top three methods of how customers find us.”
Socially, seeing branded merchandise worn or used by friends and family members makes individuals more likely to consider the visible business when making a choice about where to visit or
with product styles encourage more purchases and mean that more people will actually wear branded merchandise.
Branded merchandise can also speak to the destination that tourists are visiting. People visiting Asheville for the first time are often drawn to Highland’s merchandise highlighting ‘Asheville’s Original Craft Brewery.’
“Our compass logo that says ‘Asheville, North Carolina’ are elements of visitors’ first experience that really speak to the city and memories they created here, both at Highland and in the area,” Mitchell said. “It’s important to have those tourist-focus items making sure Asheville is highlighted.” continued on next page
Antique stores are a popular sector within WNC’s retail industry.
local retail
More than just targeting visitors, locals are often regular retail customers for businesses like breweries and experiential operators. The Gorge employees are not required to wear branded shirts, yet they often purchase those items and wear them away from work. Having fun, edgy, or overall “cool” items incentivizes purchases as well.
“Our top selling shirt is simple and very tongue-in-cheek,” Burt said. “It just says ‘Have fun, dammit’, and it flies off the shelf. I think being kind of clever and true-tobrand can create merchandise that is something anybody wants to wear.”
Deciding on particular items to include in a business’s retail selection is often the collaborative work of marketing teams, and should reflect items that are trending, popular gift ideas, or that support the guest’s experience. For Highland, that
includes branded discs used on their disc golf course, and for The Gorge, that includes sunglasses or weatherproof, clip-on wallets.
Considering the potential needs of visitors, even if the items do not have a brand or logo on them, can still enhance the guest’s experience.
Understanding the business’s audience is also important in selecting retail products. Shopping local is popular among Western North Carolina residents, and many local businesses work to support that culture. Both Burt and Mitchell agree that by sourcing as many items from local and likeminded partners as possible, support for local businesses further ripples through the community, and customers may be more likely to make a purchase for highquality, locally-sourced products.
“More and more people are looking at
tags to learn what things are made of and where they come from,” Mitchell said. “People like to pick them up, touch them, and feel them, so sourcing quality products and using a local screen printer and embroiderer who does quality work has definitely impacted our business.”
For any business also working to build its brand, adding retail options to compliment the main products or services can support the brand awareness and add to the business’s revenue.
“Goods reflecting the quality of the experience someone just had allow people to purchase an item that extends that experience,” Burt said. “People love talking about experiences they loved. When they take home a T-shirt or coffee cup or even a sticker, it prompts conversations from friends and family. If you’re not investing in retail for your customers, you’re missing out on a ton of free marketing.”
OPPORTUNITY
For 125 years, the Asheville Area Chamber of Commerce has been committed to building a stronger community. We are the local champion for a balanced, thriving economy and connect businesses to the resources they need to be successful - from your favorite restaurant or small business to larger employers that provide opportunities for numerous residents.
We believe that together, we are more.
Through initiatives like Asheville Restaurant Week (held annually in January), we celebrate and support the growth of local businesses that make our community unique, vibrant and flavorful.
Discover all the ways the Asheville Chamber can grow your business and your community at: www.ashevillechamber.org
High Country Furniture & Design get to know
Offering Distinctive Mountain Charm and Personal Service Grows a Unique Furniture Business
When Doug Worrel’s parents retired to Western North Carolina, they had no plans to start a new business — but a passion for design soon led them in an unexpected direction.
Reaching retirement while living in New Jersey, Worrel’s parents, Anne and Chuck Worrel, decided to move to Maggie Valley where they had occasionally visited Worrel’s grandmother. His father wanted to play a lot of golf, and his mother enjoyed bargain shopping and helping people decorate their homes. With this passion, she decided to open a small furniture store in 1996. Originally called Cabin Fever, the 1200-square-foot store served the growing population of people building cabins in the mountains.
Anne was great at working with people and combining interesting pieces and styles for their homes, so the store did very well. She relocated to a larger property, changed the name to High Country Furniture & Design, and asked her son if he was interested in joining the business.
“At the time, I was working in the corporate automotive sector, often traveling around the world and leaving my wife and three small kids at home,” Worrel said. “It was tough on all of us, and we were looking for an exit strategy. When my mom first asked if we were interested, my wife said
opened a second store in Downtown Waynesville, and at the same time, Worrel’s wife Lorrie became a company partner and opened High Country Style — a ladies boutique clothing store — across the street. Soon after that, an opportunity became available in Downtown Hendersonville, so they opened a third location there.
“We’ve been the beneficiaries of people wanting to get out of the city and come to the mountains for their retirement or second home,” Worrel said. “North Carolina is so accessible, and once people get up here, they’re just amazed. We’re fortunate to have wonderful people who think we have a unique product and a unique experience. They come from California or Texas, walk in our store, and say ‘wow, this is something special’.”
High Country Furniture’s items often reflect a blend of rustic charm and mountain elegance. As mountain cabins in the area transitioned from small, rustic lodges to substantial luxury properties, their inventory also expanded to include more contemporary items that blend with the mountain feel.
Items are sourced from a wide variety of vendors, and many of the furniture pieces are made and upholstered in North Carolina. Worrel and his team of design consultants look at trends and visit large furniture markets to source products. They recently found interesting items crafted from reclaimed pieces in Mexico, but their favorite vendors are local craftsmen making custom or unique pieces that customers are unlikely to find elsewhere.
While many shoppers want to decorate their local homes in this way, the store also ships pieces throughout the Southeast and as far as Jackson Hole, Wyoming. Whenever possible, Worrel sends their delivery team in High Country Furniture trucks to deliver items. Keeping the delivery process inhouse helps control the outcome of the delivery and ensures their level of customer service remains consistent.
Worrel and his 38 employees work to ensure a quality experience throughout the entire process, from the time they walk in the door until the delivery staff walk out of the customer’s home. As a family business focused on building customer relationships, the style of the business is different from chain retailers.
“It’s still family-oriented and friendly,” Worrel said. “When customers come in, they are greeted and engaged. It’s much more like a warm and friendly feeling when you have that, and that’s very exceptional. The exceptional service accompanying the unique pieces on our showroom floors is an interesting way to do business, and we know our customers appreciate that.”
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High Country Furniture & Design operates three retail locations in WNC. Learn more at HighCountry.com.
it’s my job
Kelton Bailey
spent summers at a camp in Minnesota’s boundary waters and was able to acquire a seasonal position in his hometown at Outdoor 76 during the winters. After a couple of seasons, Bailey came on as a full-time employee.
With two locations, one in Franklin, NC, and the other in Clayton, GA, Outdoor 76 is a specialty outfitter retail store carrying shirts, hats, footwear, and gear thruhikers often need. Supporting the hiking community, they also offer services like mail drops, shipping, laundry, in-store Wi-Fi, a hiker’s lounge, and a tap room. No matter the position of the employee, all work together to answer customer questions, fit people for shoes, pour beers, and general tasks required in any retail store.
Footwear is the backbone of the store, according to Bailey. Especially for thruhikers, finding the proper footwear can make a big difference in their performance. Their offerings are not only
popular with hikers, though; customers include mechanics, nurses, and other professionals who spend a lot of time on their feet.
Bailey learned about the importance of the right support from a “resident shoe expert” who is very knowledgeable in the body’s muscular and skeletal system, and much of his time at work is spent learning about which shoes are best for various activities. He engages customers in conversations about their needs, shows them how to accurately find the right fit, and helps them find the perfect pair to provide comfort and support.
“For me personally, I see that as something really precious and really valuable,” Bailey said. “It’s a tangible way to give something to someone that helps them do the things they love to do.”
In addition to fitting customers for shoes, Bailey performs other tasks throughout the day including tidying inventory spaces and arranging displays as well as helping people plan their adventures by looking at maps together, talking about nearby waterfalls, and chatting with them while they enjoy a pint of beer.
“That is what I enjoy most — making genuine connections with people,” Bailey said. “People take the time to share about themselves and where they want to explore.”
Building connections with their patrons has built a community of regulars at Outdoor 76. Bailey said one group comes in weekly to enjoy a beer and chat, and many customers return every time they need a new pair of shoes. Locals often come in frequently to browse the inventory and see what is new, and Bailey and the other staff members enjoy catching up with them each visit.
“I’m really big on community,” Bailey said. “I love this place and the people here. I love the mountains of Western North Carolina, so my goals are kind of motivated around those things. To be in this place and a part of this community; that’s something that I value massively. We are very serious here about helping people, so when other people come in and are passionate about it too, that’s something we love to build alongside these folks.”
Like any job, there are some challenges throughout the day. There are times when Bailey feels tired, hungry, or like he doesn’t quite understand the customer’s needs, and still has to help customers as best he can. He likes to be the person who faces up to those challenges and presses on in spite of them. Taking care of himself by sleeping well and drinking enough water, taking breaks, and keeping snacks around help keep the challenges at bay.
Bailey enjoys his job and the small community of his coworkers, but said one downside is there are not often advancement opportunities as leadership positions rarely come open. He has loved his time at the store and his goal is to continue living in Franklin, so he hopes to continue to work in this space into the future.
“Sure, it’s just retail, but as a group, we are all naturally passionate about this place and its people, Bailey said. “We make connections with the goal of something bigger. That’s one of the reasons that I’m so passionate about being at Outdoor 76.” —
Kelton Bailey is a sales associate at Outdoor 76.
Learn more at Outdoor76.com.
Government & Nonprofit industry spotlight
Government Entities and Nonprofit Organizations Strengthen Communities and Complement Economic Support Efforts in WNC
Government Overview
According to Riverbird Research, the number of jobs in the region’s government industry decreased by 2% between 2018 and 2023, slightly more than the state’s overall loss of 1% during that time period.
The total concentration of 56,460 jobs in an 18-county area of WNC was approximately 15% greater compared to the national average in 2023. These jobs were supported by 912 payrolled business locations and earned an average wage of $56,092 annually, excluding supplements.
The highest concentration of government work occurred in Buncombe County with
15,462 jobs, followed by Swain County with 6,739 of these jobs.
Nonprofit Overview
The total concentration of 3,672 jobs in an 18-county area of WNC was approximately 18% greater compared to the national average in 2023. These jobs were supported by 460 payrolled business locations and earned an average wage of $42,496 annually, excluding supplements.
The highest concentration of nonprofit work occurred in Buncombe County with 1,915 jobs, followed by Henderson County with 390 of these jobs.
Collaborative Solutions Drive Economic Growth and Quality of Life Improvements in WNC
Governmental services typically work in a variety of ways to elevate living standards and address economic development challenges. Owned by local governments in the seven westernmost counties in WNC and the Eastern Band of the Cherokee, the Southwest Commission has a mission to improve the quality of life in the region by assisting local governments in achieving their goals, according to Executive Director Russ Harris.
Harris said the stated mission means different things now than it did when the Commission was established in 1965. Then, much of the work revolved around infrastructure — increasing capacity for water, sewer, hospitals, and airports. Now, priorities include expanding broadband access, expanding affordable housing, offering services for older adults, and determining usage for opioid settlement funds.
Maintaining a non-partisan approach to its work while addressing issues to the best of their ability remains a priority of the Commission, as it has for nearly 70 years. “Some of the newer issues were not originally things we intended to get into,” Harris said. “When local governments reach out with arising needs and they have staff capacity that is maxed out, or the needs of multiple counties are similar,
TVS employees proudly packaging dry baking mix into single serve cups. Photo credit Real Digital Productions.
it is clear that these new concerns are something we need to help determine how to address.”
Hearing concerns and brainstorming ideas comes with a significant amount of communication. County and town managers correspond with the Commission, bringing local issues to attention. Bi-monthly board meetings help to build relationships, newsletters help keep participants informed, and a constant flow of emails between the Commission and local governments share information about community topics and what is being done to address them.
The biggest concern local governments are currently discussing is affordable housing. Affordability is not only an issue for low-income individuals; many people with well-paying jobs are not able to afford the median level of cost that local housing has reached. This affects the ability of new businesses to locate in the region, as there are not enough members of the workforce to staff a new large business, nor is there housing to allow workers to relocate to the area. Many mountain counties also lack the available buildable land space needed to add housing.
“The average person that lives here and earns upwards of $50,000, $60,000, or even $70,000 a year cannot afford a home,” Harris said. “In Jackson County, a family needs to earn more than $150,000 a year. There are not a lot of jobs that pay that much; even really well-paying jobs don’t support that. We’re working with local officials to help them understand that the concern involves housing for our police officers, firefighters, and educators, and those people are falling below the line right now.”
The Southwest Commission also works with local governments to help address workforce challenges. The recent Workforce Innovation and Opportunity Act is a federal project helping to fund opportunities for at-risk youth to return to school. Funds are also used to pay for job shadowing or on-the-job-training. These
funds help upskill dislocated workers as well, many of whom have lost their job through no fault of their own.
“A lot of times, people have not worried about these populations as much because we had plenty of workers,” Harris said. “We’re at a point where employers are more willing to take a chance on someone who is at risk, in recovery from addiction, or comes from another sort of challenged background. Trying to support people’s successful return to the workforce is really the goal of that program.”
Infrastructure challenges relate to economic development, and the Commission works to bring together the parties that can attend to these concerns. Having things like broadband and transportation in place, in addition to adequate water and sewer capacities, helps to support the growth of existing businesses and attract new business to the area. While the NC Department of Transportation does the actual planning of things like road projects, the Commission works as a liaison to ensure a connection between local governments and the DOT. The Commission also works with businesses to learn about their needs and help them gain access to incentives for business growth or expansion, and operates an Area Agency on Aging department, one focus of which is facilitating digital literacy skills for older adults. These skills particularly benefit individuals in rural areas by allowing them to access Telehealth appointments when the shortage of primary care physicians can make in-person appointments inaccessible.
57,427 Jobs in 2018
56,460 Jobs in 2023 -2%
“All these groups are working together to impact our residents from different directions,” Harris said. “The departments work together really well, and while one may step forward for certain issues, they all have positive impacts on the community.” government snapshot
2018-2023 % Change in Jobs -967
2018-2023 Change in Jobs
$56,092
2023 Average Annual Wage Excluding supplements
912
2023 Payrolled Business Locations
The overall concentration of jobs in the 18-county region was approximately 15% greater compared to the national average in 2023. 2018-2023 job loss of 2% was slightly more than the state’s overall -1%.
Self-employed jobs are excluded from these estimates.
Source: Lightcast, 2024.3 Compiled by Riverbird Research continued on next page
nonprofit snapshot
3,297 Jobs in 2018
3,672 Jobs in 2023
11%
2018-2023 % Change in Jobs
375
2018-2023 Change in Jobs
$42,496
2023 Average Annual Wage
Excluding supplements
460 2023 Payrolled Business Locations
The overall concentration of jobs in the 18-county region was approximately 18% greater compared to the national average in 2023.
2018-2023 employment growth rate of 11% was slower compared to the state’s overall 15%.
Jobs By County (2023)
Buncombe 1,915
Henderson 390
Transylvania 197
Jackson 175
Watauga 167
McDowell 164
Macon 114
Avery 114
Swain 87
Yancey 59
Madison 52
Haywood 50
Mitchell 49
Polk 48
Rutherford 47
Cherokee 39
Clay 3
Graham 3
Self-employed jobs are excluded from these estimates.
Source: Lightcast, 2024.3
Compiled by Riverbird Research
County Government Efforts Balance Economic Growth and Rural Preservation
County and municipal governments work closely together to boost economic development for the region, according to Polk County Planning and Economic Development Director Cathy Ruth.
The approximately 275 county employees serve in law enforcement and emergency medical service as well as work to protect the character of the county while supporting businesses in the area.
“It’s important to our community to keep it rural,” Ruth said. “Our vision statement reflects the desire to protect our rural atmosphere and natural beauty. We support very small and homebased businesses, but we want the bigger businesses to remain where the infrastructure is.”
As a result of a recent shift toward a tourism-based economy, a tourism board now works closely with the economic development board. The tourism board also coordinates with agricultural economic development to promote events like farm tours and vineyard activities that help keep farms open longer, which supports the county’s economy. Other focuses include supporting a winter farmers market, helping farmers across the county get their product directly to customers.
“These markets also act as a small business incubator,” Ruth said. “It’s a great place for home-based businesses to come and sell their products in a place that won’t cost them an arm and a leg to set up.”
Similar to the state’s westernmost counties, there is a need to expand broadband infrastructure to support both residents and home-based businesses in rural areas. Pittman said a combination of recent grants has brought $21 million in broadband infrastructure to Polk County. Once projects funded by those grants are complete, the majority of the county’s rural
areas will have access.
“It helps tourism, and it helps businesses,” Ruth said. “Even from a safety perspective, it helps our residents. It’s also creating jobs — the contractors working on the installation live here in the county. The long term aspect will provide more access to schools, telemedicine, and access to government. It will be really exciting to see all of our citizens connected and what the future will bring with these capabilities.”
While broadband will connect residents and encourage growth in rural areas, Polk County is unique to other WNC county governments in their work to maintain its rural nature. County subdivision regulations require a five-acre minimum for each parcel, while incorporated areas allow for much smaller parcels, steering most development to towns.
The goal of maintaining the county’s rural nature has some trade-offs, according to Pittman. The county is working on a housing study to determine how to accommodate the increasing population, including retirees relocating to the area. Affordability is challenging across the region as a whole, and the five-acre minimum prevents the construction of developments with reasonably-priced homes. Nonprofits partner with the county to work on housing-assistance and sweatequity programs, though challenges continue to arise.
“The trade off is that housing costs are going to continue to be higher,” Pittman said. “People can’t afford the additional land required. We haven’t been able to convince the residents that complain about the fact that their kids have nowhere to move to that you can’t have both the rural nature and the affordability. We’re continuing to work to address these challenges as best we can.”
County government staff are also looking to the future to prepare for additional challenges as an aging workforce transitions into retirement. Raising county
staff salaries by 40% over the last five years, setting up succession planning, and marketing the county’s amenities to attract new workforce members to the area are some of the ways the government seeks to mitigate the workforce shortage. They are also promoting public service jobs as an
school systems, and the people here are wonderful,” Ruth said. “There’s so much that’s enticing here, it doesn’t take much for people to fall in love with our area. We hope that continues to boost the great nature of our county.”
surface of the sun, according to Chief of the Communications and Outreach Branch Jake Fortune. The office is also the official archive for all of NOAA’s observations, which are used for immediate decisionmaking and drawing conclusions of how the environment might be changing in
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One of the largest environmental archives in the world, NCEI’s Asheville office now archives more than 65 petabytes of data from NOAA and multiple international partners to ensure data remains secure and accessible. (One petabyte is equal to one million gigabytes.) The entire third floor of the facility contains computer servers to facilitate digital storage, and the building also has an underground archive where all of the paper and microfilm records that have yet to become digitized are stored at a temperature and humidity level that supports preservation.
“We safeguard data for whatever it might need to be used for, including government uses and the private sector,” Fortune said. “We have a lot of partnerships with the private sector to help them better utilize our information to make informed decisions. Our archive is growing so rapidly due to advancements in observations — satellites, drones, uncrewed ocean systems are all collecting more and more data. The pace at which we are collecting data is accelerating, and our archive is growing at an accelerated rate as well.”
In addition to data storage, NCEI also works within the Department of Commerce to provide products and services based on the collected data. These include combining socioeconomic data with climate data to measure human impacts and extreme weather events, mapping the seafloor of the extended economic zone of the United States to potentially expand the boundary use of the government, and partnering with Google to use AI to extrapolate how marine life is affected by ocean sounds emitted by the Navy.
“All of this different data is being used in unique ways,” Fortune said. “One of the things that is really important to us is considering how the data we’re archiving could help solve problems or inform challenges that have not even manifested yet. By safeguarding that information, it will continue to serve future generations.”
Though the work at Asheville’s NCEI facility has impacts spanning the globe, there are also economic benefits that occur locally. Local small business startups rely on NCEI information, and a collaboration between NOAA and UNC Asheville spurred FernLeaf Interactive, a company understanding and translating data to help communities increase resilience.
A new project, the Industry Proving Grounds initiative, will bring $75 million to Western North Carolina during the next few years. NCEI is increasing their staff to support that effort, bringing new employees and their families to the region. This will add 30 to 45 individuals to the prior staff of about 250 people.
The IPG program will involve discussions with major economic industries and their trade groups not previously represented by the US government, including reinsurance, retail, and architecture and engineering to create products and services which support those industries.
“It’s an iterative process with those industries to improve how we’re delivering environmental information to the private sector,” Fortune said. “Since the project kickoff in January, there has been lots of initial investigating regarding individuals in these industries we can engage with. As products are being developed and industries are able to use them, we’ll be promoting them to ensure users are aware of them and to demonstrate that the US taxpayer dollar is being spent wisely to improve services.”
Relationships fostered by the NCEI headquarters office extend beyond industry trade groups, the military, and intergovernmental personnel. Grant agreements with educational institutions like NC State University continue to facilitate projects locally, adding to statewide, national, and global impacts of the work done by this organization.
“We’ve been in the Asheville community for a long time, and we’re a group of mostly highly-educated people who are very
focused and passionate about solving the challenge of our changing environment,” Fortune said. “Most of us are embedded into the community here. We all love living in Western North Carolina, and we want to see the region succeed, while also being lucky enough to be able to work at NOAA.”
Dogwood Health Trust’s Strategic Investments in Western North Carolina’s Nonprofits and Early Childhood Education
In an 18-county area of Western North Carolina including the Qualla Boundary, approximately 1,200 501(c)(3) nonprofit organizations work to offer positive impacts to the communities they serve. Partnerships with funding partners and foundations are critical to helping nonprofits meet their goals of addressing issues and challenges.
Created in 2019 following the sale of Mission Health, Dogwood Health Trust has been a strategic funder to hundreds of nonprofit organizations around WNC. During its first five years, Dogwood invested more than $318 million in organizations aligned with their mission to dramatically improve the health and wellbeing of all people and communities of the region. The foundation has also attracted significant capital from outside the region for grantee organizations, and uses impact investing — a tool that increases access to capital for organizations.
With the help of the community, Dogwood originally identified priority investment areas which include Education, Economic Opportunity, Health and Wellness, and Housing. Community discussions continue to be vital to informing future plans and strategies, as well as encouraging collaboration with area organizations and their leaders.
“As Dogwood looks ahead to the next five years, we remain focused on improving the conditions of health and wellbeing for all people – things like a child care system that works for everyone, safe and secure housing, access to a good education, jobs with income to support the whole family, and a health ecosystem where people can get the care and services they need when they need them,” Dogwood Health Trust CEO Dr. Susan Mims said. “This work is deeply connected to the ideas, wisdom, and leadership of people in Western North
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Carolina, and together we are creating the opportunities to make those things happen.”
For a large population in WNC and beyond, access to Early Childhood Education has become an increasing concern for families, children, and employers, as well as a hot topic among various business communities. A critical need at the heart of working families, access to a high-quality, sustainable, affordable, and reliable childcare system is something everyone deserves, according to Dogwood’s Vice President of Education Dr. Ereka Williams.
“The first 2,000 days of a child’s life really determine and set up what the future will be for them,” Williams said. “Access to care is one of the best and strongest investments we can make in children getting a good start to life. You also have to think about this as a working parent. You cannot show up to work focused if
you’re not sure about the quality, safety, and dependability of the care your child is getting.”
Supporting access to Early Childhood Education deeply aligns with Dogwood’s mission and priority investment areas. Experiencing significant closures and losses to ECE centers during the pandemic, Dogwood formed a relationship with the Child Care Services Association to determine level of ECE need in the region.
An inventory report showed 50,000 children under the age of six reside in this part of WNC, and of those, 60% were in families with working parents. This information helped Dogwood craft a long-range plan to help support this need. Increasing workforce capacity and upskilling ECE professionals to combat losses was a large portion of Dogwood’s mission in this focus area, and the
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$745 million investment in the 2024/2025 state budget to strengthen access to child care and early education for working families, though Williams said, in some ways, that is not enough. Both amounts and policies surrounding investments in child care, employer tax credits, and family tax credits could go further.
“People dedicated to early care in education in our region have been tackling these issues incrementally for decades now,” Williams said. “But it’s a marathon, not a sprint, and we are prepared to go the distance to continue making improvements.”
Williams encourages people to look at ECE as an ecosystem. Center closures due to lack of staff or funding affect more than the working parents of affected children; they impact the economic health of the region. Parents who stay at home to care for their children cannot appear at their place of work, which not only affects the
layer issue,” Williams said. “Dogwood will continue to do what we’ve been doing, which is investing in innovative ideas, looking at promising practices and models, but the policy and advocacy piece is wrapped around decisions that we make in Raleigh and Washington, DC. Unless we approach this in a multi-pronged way, there’s no amount of money that one or two organizations can pour into it that will fix it. We have to shift into an understanding that this is work for the public good.”
Transforming Asheville’s Riverfront from Neglect to Vitality
With an original mission to encourage guests to extend their visit to Asheville by “one more day,” RiverLink is a nonprofit organization originally conceived in the mid-1980s by the Asheville Area Chamber
to the high pollution of the river, many people avoided the area. RiverLink’s Founding Director Karen Cragnolin shared a vision of a revitalized riverfront area, which involved an in-depth cleanup of the river and those old properties, and spurred economic development opportunities that would benefit locals and visitors alike.
RiverLink Scientist and Educator Renee Fortner said, “Cleaning up this resource flowing through our city that had been abused and neglected for so long was also just the right thing to do.”
Throughout the years, RiverLink has acquired properties along the French Broad with an intention of revitalization. Old junkyards, illegal landfills, old warehouses, and the site of an old car crushing operation are once again safe for the public, some requiring in-depth work like phytoremediation to clean the
Green infrastucture at New Belgium. Photo Credit RiverLink.
soil — a 15-year process.
In 2020, the French Broad River Partnership, an umbrella organization comprising various nonprofits and businesses that have a stake in the French Broad River watershed, conducted a study completed by Western Carolina University Professor Dr. Inhyuck “Steve” Ha. This study analyzed the economic impact of the French Broad River on an eight-county region that makes up the watershed, and determined an annual impact of about $3 billion.
Economic development spurred by efforts of RiverLink and other businesses and organizations to remediate the polluted waterway was not unique to Asheville. Other areas including Marshall and Rosman as well as scattered campgrounds along the river’s paddle trail have experienced growth and opportunities
from the cleanup’s impacts.
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“Cleanups have not only improved the aesthetic of the river, but the environment has also encouraged businesses to locate along the river and spurred new businesses offering activities involving the river,” Fortner said. “Greenways built along the river are also another way of connecting people to the river.”
Outdoor recreation is a significant economic driver in WNC, and riverfront parks and access points have allowed for the creation of businesses that offer tubing, boating, and fishing. Many early visions of connecting the riverfront parks outlined in the Wilma Dykeman Riverway Plan have been implemented, and today, the greenway and the connections it provides have spurred even more businesses, like Flying Bikes in the River Arts District, which rents bicycles for
people to enjoy riding along the river.
“We couldn’t have the economic development without the environmental component to it,” Fortner said. “Collectively, all of the trash pick-ups and various efforts among RiverLink and our partners have had a huge impact, because we wouldn’t have the economic development if the river was still heavily polluted.”
RiverLink is spearheading a year-long campaign funded by the Community Foundation of WNC and the Duke Energy Foundation to raise awareness about the impact that stormwater runoff, currently one of the largest pollutants, has on the river. The organization and its partners are encouraging residents and businesses to get engaged in tackling stormwater runoff. The huge volume of water entering the river after heavy rains is not treated, and includes various pollutants like oil, gas, continued on next page
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and bacteria. Large amounts of runoff also contribute to worsening erosion and sediment in the waterway, all of which damage the water itself as well as the species living in the waterways. While it may be easy for homeowners to redirect downspouts or add rain barrels to their properties, there are also things businesses can do to lessen runoff. Permeable paving, green roof systems, and other stormwater infrastructure projects help to mitigate runoff pollution into the river, and continuing to improve water quality will continue to improve not only economic opportunities, but opportunities for locals to further enjoy natural amenities in WNC.
Throughout the years, various businesses, organizations, and community members have played large roles in helping RiverLink accomplish its goals. Private donors, foundation funding, and volunteer efforts by individuals and business groups all continue to support the efforts resulting in tremendous environmental revitalization and economic accomplishments rooted in the improvement of the French Broad River.
Empowering the Community and Beyond Through Innovative Employment and Support Programs
Western North Carolina communities have a long history of supporting their residents. Those in close-knit small towns relied on each other for generations, and today, many of the area’s nonprofit organizations are continuing this tradition. Despite the workforce shortage in the WNC region and beyond, there are individuals in the community who are challenged to find work due to having various disabilities or other barriers to employment. Transylvania Vocational Services is one of the area’s nonprofit organizations that supports these individuals by helping individuals find potential job placement through specific training and education
programs, offering residential housing, and providing employment through their own manufacturing facility, according to TVS’ Marketing Research Analyst Jenifer Welch.
TVS began in 1967 as a “sheltered workshop” to help disabled individuals gain employment. The organization worked with DuPont from the late 1970s to 2000, the year the DuPont factory closed. Previous TVS CEO Nancy Stricker and COO Becky Alderman, both retired yet still involved with TVS, looked for ways to keep these individuals employed, and were able to secure a government contract to produce instant nonfat dry milk.
In addition to dry milk, TVS manufactures bakery mixes for commercial as well as government entities like the US Department of Agriculture. They also produce Super Cereal - a product intended for malnourished children up to two years of age that is distributed globally. Products made in their Transylvania County facility make their way to children living in food insecure areas around the world, to military troops in the US and abroad, and to about 300 food banks across the country. Currently employing more than 150 people and working to hire more, about half the facility’s es come from challenged backgrounds.
“To meet product need, about 75% of the individuals that work on those contracts have documented disabilities,” Welch said. “Company-wide, it’s about 40%. People need good jobs, and we have a great model to offer that.”
The manufacturing portion of TVS helps fund support programs for disabled individuals in the community. Day programs provide life skills, interaction opportunities, and caregiver respite. These programs help participants to continue as active members of the community, as many of them have parttime jobs, regularly volunteer, create art, or take courses at Blue Ridge Community College. TVS operates two group
homes with the help of direct support professionals who assist residents with activities of daily living, allowing them to live as independently as possible.
Area high school students are also supported through pre-employment transition specialists who help students in three counties determine their path after graduation. There are also employment services that help individuals in the community find jobs. Some find work at TVS, and others are able to work at locations throughout the community.
Participants also receive help in finding volunteer opportunities. These individuals volunteer at other nonprofit organizations like the Transylvania Habitat for Humanity Restore or the Transylvania County Sharing House. Some help the local Meals on Wheels program, county library, or Rotary Club.
Advocacy for government policies affecting the area’s disabled population is another value this nonprofit brings to the community. Traveling to regional, state, and federal offices, staying up-to- date on policies that would affect Medicaid or other disability rights helps ensure these individuals and the programs that support them are able to continue to thrive.
Although public funding contributes to TVS, a substantial share of the necessary funds come from the manufacturing facility. The positive impact of this model reaches far beyond individuals with disabilities. Local nonprofits, schools, businesses, food pantries, military members, and malnourished children globally all benefit from the mission of this Transylvania County organization. A 2021 research study showed a total economic impact of $27,173,720, but the value of its ripple effects paired with the enhanced well-being for participants is immeasurable.
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Canton’s Leadership Navigates Challenges and Inspires Community Resilience
Like many other WNC communities, the Town of Canton operates with a CouncilManager form of government, and is responsible for much of the town’s vision setting. Within the last five years, the town faced challenges including COVID-19, major flooding due to Tropical Storm Fred, and the closure of its largest employer — the Pactiv Evergreen mill.
Mayor Zeb Smathers works closely with the aldermen and alderwomen of the Town Board to set the vision for the town, and the town manager works to enact that vision. The town manager and administration’s priorities consist of day-to-day operations, including the oversight of law enforcement, the fire department, public water services, and recreational facilities. Smathers frequently checks in with his board for status updates, manages town hall meetings, and performs ceremonial tasks like public speaking in an effort to remain accessible to the community.
While these tasks remain the basis for management of the town, operations have looked a bit different since March of 2020. Canton’s leadership has taken on two additional priorities — finding solutions to challenges and offering genuine support for its residents.
“I think when you’re in local government,
you have to show practical leadership,” Smathers said. “You have to find a way forward to make things work, and I think that is the hallmark of anybody in local government. Local is also the most responsive level of government; people know where to find you. You can’t run to an office building or hide behind the staff; you have to get things done, and you bring a lot to the table.”
Over the past few years, as significant issues have arisen in Canton, Smathers has noticed local Democrats and Republicans working together. Members of both parties have collaborated in efforts at the state and federal level to find solutions for their community.
“In these towns, you see that happen every day, and you don’t have to accept anything else,” Smathers said. We work together and that will continue. We hope to let people see that and let that be our legacy because once you see that it works, you’re always going to agree that leaders in government can work together for the good of our people.”
Holding sincere space for community members during challenging times is something the town’s leadership takes seriously. Citizens often look to the town for solutions, and the Town of Canton works to reassure the community even while working towards a resolution. After the closing of the town’s mill, Smathers heard people say they thought Canton would become a ghost town, but because of the efforts and coordination among the town, community members, and local nonprofits, that has not happened.
“We want to be a symbol of hope by showing we have made it,” Smathers said. “We want people to take strength from that.”
Collaborations between the Town of
Canton and local nonprofit organizations have been critical to the resilience of the town. Volunteers from the community and beyond donated their time, money, items, and efforts to a long list of nonprofits working to support the town, and Smathers said he will never be able to thank each of these people nor thank them enough for their support, especially after the flooding and the mill closure.
Although the town had plans in place for its long-term management, including responses to possible problems, some of what Canton has faced over the past few years was difficult to predict or prepare for. Smathers said everyone had a role to play in their recovery, and coordinations between legislative goals and community efforts paired with the impulse to pitch in led to determining some of the solutions.
In working to overcome challenges, Smathers and Canton staff hope to encourage future opportunities for the area’s economy. Fostering economic development must still happen despite a significant budget decrease, and the town has faith that new opportunities can boost the economy for the town and the region.
“It’s long hours and tough situations, but we managed and we figured it out,” Smathers said. “This is our home, and sacrifices were made. We have absolute pure leadership and devotion to this town, to this region, and more importantly, to its people.”
Mayor Zeb Smathers and the Town Board work to lead Canton and support its residents. Learn more at CantonNC.com
Photo Credit Cayton Productions
Whitney Styles
Executive Secretary at High Country Charitable Foundation
As of December 2023, Styles had helped the Foundation distribute more than $3 million in funds to more than 40 different area organizations. She also works to communicate the needs of less fortunate individuals to potential donors and members of the board.
“Many of our donors are country club members who never see the other side,” Styles said. “I try to encourage people to drive to Newland or Elk Park so they can see what I see. Because we are such a tourist state and county, in Banner Elk specifically, many people have a certain perception of the county, but there’s a totally different world that exists; a poverty that no one sees.”
is the High Country. In contrast to the neighborhoods full of secondary summer homes, high-end shopping destinations, and ski resorts, there are many individuals who struggle with poverty.
With a passion for helping her community, Styles works as the Executive Secretary at the High Country Charitable Foundation. Her job involves accounting tasks like managing donations and tax receipts, as well as organizing an annual fundraising event. She also leads communications with various nonprofit organizations regarding grant distributions, supporting the Foundation’s role as the funder of the work of many nonprofits in Avery County.
“We operate as a 501(c)(3) organization, but our goal is to help people by helping other nonprofits,” Styles said. “The fire department is a nonprofit, the Humane Society is a nonprofit, and Habitat for Humanity is a nonprofit. If donors have a chunk of change they need to get rid of for tax purposes, they can gift that to us, and then we distribute that to where it is needed most.”
As an Avery County native, Styles personally knows some of the people who are in need; people that are directly impacted by the efforts of the Foundation. Stories from the community have changed her own perspective on life, which can be emotional for her as she shares these with donors at events and fundraisers.
Styles hears nonprofits share stories of older adults with barely enough income to pay their heating bills and who have to choose between groceries and medication, or of local school children asking for nothing but food on their Christmas wish lists. She often shares these stories with the donors who own multi-million dollar vacation homes located 10 minutes down the road from those who are not able to make ends meet.
The two-sided nature of engaging with the community highlights disparities in the area, which is both a challenge and an opportunity to help intertwine the two sides of the community. It is also a pleasure for her to be an advocate for the individuals who are struggling.
it’s my job
“It is very rewarding, but it is sometimes heartbreaking,” Styles said. “We get about 40 to 45 grant applications per year, and we have a very thorough grant committee board that goes through each of these. Our goal is to fill the whole grant needs of each one, and we do the very best that we can, but it’s not always enough.”
Working toward the goal of supporting as many nonprofit grant applications as they can, Styles strives to spread the word about the Foundation to the community. She relocated their annual fundraiser from the Elk River clubhouse to a public location in an effort to get more community members involved. This summer, their fundraising gala and silent auction raised approximately $375,000, which feels like an incredible reward for her efforts.
While it is the board who is responsible for distributing funds, Styles does share her community knowledge and connections with decision makers to inform them on current issues and needs. She also encourages them to talk to other community members to gain a wellrounded understanding before making decisions about distribution of funds.
“It’s an honor to be a part of something that has such a positive impact on that side of our community,” Styles said. “It’s really a privilege to work with the Foundation in this way, and to help it to grow. We’re definitely working to expand and make the charity grow. It’s a lot of work, but the reward is so worth it. I want it to last forever, because the impact is literally untouchable.”
Whitney Styles is the Executive Secretary of the High Country Charitable Foundation. Learn more at HighCountryFoundation.org.
Family Business Succession: An Overview for Owners and Heirs
By Katherine Morosani
over time, there’s a very good chance that you’d like to have your heirs take over the company at some point down the road — or maybe more like around the corner, if you’re ready to move on. But are you and your business’s potential future owners prepared for that transition and set up for success?
The fact is, we too often see entrepreneurs who want to transfer ownership of their companies to their children or grandchildren, but fail to plan adequately for that moment. As a result, family infighting can occur — which, in turn, can damage or
spent decades nurturing. Understanding the differences in approach and thinking between founders and inheritors, it’s possible to discern opportunities and complications to improve the transition when the time comes.
If you have the desire to smartly and efficiently pass your family enterprise from one generation to the next, succession planning is essential. Many assume that succession planning is all about minimizing taxes and other financial concerns, but perhaps the biggest reason to engage in solid succession
can easily result in family conflicts. These conflicts can cause personal and financial complications that can result in the desolation of the family enterprise — as well as considerable damage to the family.
The key purpose of succession planning, then, is principally twofold:
■ The transfer of the family enterprise between generations in the most effective way that ensures continuity.
■ The minimization of family conflicts that can derail the family enterprise or damage important family relationships.
“The fact is, we too often see entrepreneurs who want to transfer ownership of their companies to their children or grandchildren, but fail to plan adequately for that moment.”
Keep in mind that there is a significant difference between putting a welldesigned succession plan in place and ensuring it endures and is adhered to. While legal structures such as trusts and partnerships can guarantee the desired mechanical transfer of ownership between generations, those structures don’t negate the fact that family members can still fight over the assets.
Research shows more than two-thirds of family businesses inheritors reported experiencing family conflicts within two years after they took control. Incidentally, inheritors of single-family offices — another type of enterprise used by some extremely wealthy families — were much less likely to have to deal with family conflicts than those in family businesses. Of those business inheritors who reported having family conflicts, nearly half classified those fights as being severe. This was much more common among inheritors of family businesses than among family members who inherited single-family offices from their elders. There are a number of ways — such as family enterprise mediation — to lessen the conflicts or at least minimize the possible harm you, your family, and your family enterprise experience. However, the foundation of your efforts to avoid disharmony should be effective succession planning. Without it, the impact of family conflicts can be intense
and even ruinous.
The first consideration is deciding if you need a succession plan. To make such a decision, you and your family have to determine the preferred future of your family enterprise. With respect to a family business, some of the questions you might want to consider include:
■ Does it make sense to continue as a family business, or is it smarter to sell the company now as it presently has significant value?
■ Are the potential inheritors of the family business up to the task of capably managing the company, and if not, what steps are needed to ensure the continuity of the family business when it is transferred?
■ What will be the arrangement between equity inheritors who work in the family business and those who have chosen not to?
If the decision is to keep the family enterprise in the hands of the family, then a succession plan is needed. A number of the research participants are thinking beyond just the subsequent generation. More than 40% say they are interested in creating a family dynasty — a cohesive economic entity where the perpetuation of family wealth, values, and objectives lasts for five or more generations.
If this outcome sounds intriguing, keep in mind: A family dynasty shares not only
financial interests across generations but also the same values and goals. Because of these shared moral standards and objectives, there is a solid ongoing commitment to the family. In other words, for a family dynasty to exist, each generation must transfer to subsequent generations the family’s wealth in one form or another, as well as the family’s core belief system. Having a well-formulated succession plan is therefore essential in order to achieve both of those aims.
Obviously not every family-run business needs a plan to pass that entity on to kids, grandkids, or other family members. If you have the intention of involving heirs, or are even mulling over the possibility, then developing a succession plan makes sense. In our experience, the family businesses that survive and thrive after their founders are no longer involved are the ones that take succession planning seriously — and make it a priority.
— This article was written by Edward Jones for use by your local Edward Jones Financial Advisor, Katherine Morosani, ChFC, CEPA who can be reached at 828-793-4310 or Katherine.Morosani@EdwardJones.com.
Strategic Actions for CEOs to Drive Long-Term Success
The challenges business owners and CEOs face are diverse and complex. Beyond setting the vision, mission, and strategic direction for an organization, they must also build an adaptable organization and results-driven teams that are empowered to bring this vision to life. Their leadership is vital in creating an environment where employees can flourish, customers are valued, and the business is able to grow. The following 10 action items can help business owners and CEOs better position their organizations for long-term success in an evolving marketplace.
1. Align Your Company’s Goals Across Teams
Conflicting priorities between departments can slow progress, so aligning goals across functions boosts cross-team collaboration and drives success. Consider this scenario of a company launching a new tech product. If the CTO defines success as being under budget, the CMO prioritizes retaining 10% more customers, and operations equates success with reducing turnaround time by 20% – what happens in the cross-functional meeting? Each
leader may be prioritizing different wins, causing friction in the group and delays in the project. Conversely, with an aligned view of success, the teams can actively work together to prioritize key actions.
2. Ruthlessly Prioritize
Stay focused on the most impactful projects by regularly revisiting priorities. CEOs who maintain clarity throughout the year can more easily avoid distractions, ensuring resources are used effectively to meet long-term goals. Remember, this is not a once-a-year activity. If you add
“Their leadership is vital in creating an environment where employees can flourish, customers are valued, and the business is able to grow.”
priorities throughout the year, you need to deprioritize others to help keep your teams focused. Remember to update team member goals to reflect the changing priorities.
3. Having Goals is Not Enough
While goals are essential, each employee also needs a personal development plan in order to grow. According to the Society for Human Resource Management, organizations prioritizing development have a 30% higher employee retention rate. This helps develop future leaders and create a robust succession plan.
4. Invest in Team Members From Day One
Strong onboarding helps new employees feel a deeper connection and contribute more, faster. A seamless onboarding process reduces turnover and enhances early performance, as new hires understand their role and can align with the company culture from the start.
5. Stop thinking About Leadership as a One-time event
Leadership requires continuous development at every level. Ongoing support helps leaders excel in their role, enables them to coach their teams more effectively, and enhances their capabilities to work cross-functionally. This approach ensures that leaders can amplify their impact at multiple levels of the organization.
6. Realign Actions to Your Values
If your culture is faltering, reassess whether your actions reflect your values. Even small disconnects between intentions and behaviors can harm team morale. Realigning to core values creates a strong, cohesive culture and reinforces the fact that actions matter to your team.
7. Build Teams Before Team Building
All too often, leaders try to solve roadblocks with team parties or off-site activities. Instead, set up working sessions with your teams to identify ways you can optimize processes, create clarity in ownership, and realign goals. When processes work smoothly, team building is no longer a temporary distraction, but rather, it enhances morale and serves its true purpose, celebrating shared wins.
8. Optimize Communications
As the leader of the organization, effective communication starts with you. Are you sharing the right information in time for people to act on it? Do you use a variety of touchpoints to reach different audiences and reinforce key messages? Have you shared the “why” behind key goals and initiatives? Effective communication aligns teams with the company’s broader vision and helps accelerate growth.
9. Get to Know Your Customers and Put Them First
Leaders often say they put customers first, but then have policies contradicting that
statement. For example, do you claim the customer experience is a top priority, but then you also have a customer support goal to wrap up all calls within 30 seconds? Creating ways to stay connected to your customers and keep them at the center of your business helps you serve them better and build longer-term relationships that drive your growth.
10. Create Feedback Loops and Metrics
As a CEO, you need to measure what matters. You must be clear about your leading and lagging indicators and understand what drives your business growth. Being laser-focused on metrics helps you make informed decisions to drive your business, but it doesn’t end there. You must create feedback loops to avoid operating in a vacuum. Seeking feedback and building dialogue with your team and customers can help you create a 360-degree view of your business, allowing you to know how to prioritize and adjust as the year progresses.
Tracy Eames is the CEO of TEAMES & CO, a boutique consulting firm in Asheville that helps organizations drive growth while fostering a culture of engagement and innovation to achieve lasting, quantifiable results. Learn more at TeamesAndCo.com.
Top 10 Questions to Ask When Considering a New Phone Provider for Your Business
By Andrea M. Robel
The decision to switch business phone providers can have lasting impacts on your business operations, productivity, and costs. To find the best fit for your company, it is essential to start by asking the right questions. Here are our top 10 questions to guide you in the process:
1. What Types of Services Are Offered?
Understanding the full range of services a provider offers is crucial. SIP trunks connect your on-site phone system (PBX) to the internet, while a hosted PBX is a cloud-based phone system managed by your provider. Do they provide SIP trunks to feed your local PBX or offer a hosted PBX solution? When comparing options, ask if the hosted PBX integrates with mobile devices or offers unified communications, which combines phone, video, and messaging in one platform. Knowing this will help you determine if they meet the needs of your business.
2. How Scalable Is the Service?
As your business grows, so will your communication needs. Ask about the scalability of their solutions. Can they easily add or remove lines and features as your business evolves? Flexibility in scaling is key for adapting to future changes.
3. What Are the Costs Involved?
Beyond the basic subscription fees, inquire about installation costs, hardware fees, and any potential upcharges for add-on services. Clarifying the total cost for what your company will need will help you avoid unexpected expenses.
4. What Security Measures Are in Place? With cybersecurity being a top concern,
especially for businesses handling sensitive data, it is important to know what security protocols the provider uses. Ask about secure data storage for call recordings and compliance with regulations like HIPAA.
5. What Level of Customer Support Is Provided?
Effective customer support can make or break your experience with a phone provider. Ensure they offer dependable support with multiple contact options (phone, email, and help desk). It is also helpful to ask about the average response time for resolving issues.
6. How Reliable Is the Service?
Service reliability is non-negotiable. Ask about their uptime guarantee and the steps they take to ensure consistent service. A provider with a solid reputation for reliability will minimize the risk of disruptions to your business.
7. What Features Are Included?
Different providers offer various features like call forwarding, voicemail-to-email, video conferencing, and auto-attendants. Confirm which features are included in the standard package and which ones may require additional fees.
8. Can the System Integrate with Existing Tools?
For seamless operations, your phone system should integrate with existing software and tools, such as CRM systems, email platforms, or project management software. Ask about compatibility and any additional integration costs.
9. What Are the Contract Terms?
Review the contract terms carefully. Are you locked into a long-term agreement, or is there flexibility? Understand the penalties for early termination and whether the provider offers any trial periods or satisfaction guarantees.
10. Are There Case Studies or Testimonials?
Ask for case studies or testimonials from businesses like yours. This will give you insights into how the provider’s solutions have performed in real-world scenarios and can highlight strengths or potential issues you may not have considered.
Where Strategy Meets Savings
Choosing the right phone provider for your business is a critical decision that requires thorough consideration. By asking these questions, you will be better equipped to select a provider that meets your operational needs, aligns with your budget, and supports your business growth.
Not sure how to get set up with a new business phone connection?
Call Andrea Robel at Vistanet today at 828-348-5366 or email Info@Vistanet.co for a consultation.
The Hidden Costs of Ignoring Mental Health in Your Business
By Carey Cook
In the fast-paced world of business, where productivity and profit often take center stage, the mental well-being of individuals can easily be overlooked. Yet, the reality is that mental health plays a crucial role in how we show up in our businesses and careers. For business owners, managers, and employees alike, understanding the influence of mental health can lead to more effective and fulfilling work environments. Three common ways that mental health issues manifest in the workplace are imposter syndrome, interpersonal conflict, and poor boundaries. These are broad concepts, but under their umbrella, we find familiar terms like anxiety, depression, passive aggressiveness, trauma, peoplepleasing, perfectionism, and avoidance. By recognizing how these factors impact our professional lives, we can take steps to address them, ultimately benefiting both individuals and the businesses they are part of.
Imposter Syndrome: The Inner Critic at Work
Imposter syndrome is the feeling of being a fraud, despite clear evidence of competence and success. It’s that nagging voice inside that says, “You’re not good enough,” or “You don’t deserve to be here.” This inner critic can be debilitating, leading to anxiety, low self-esteem, and a fear of being “found out.” For many, it lowers work morale and effectiveness, as they may shy away from opportunities, avoid taking risks, or constantly second-guess their decisions.
The key to overcoming imposter syndrome is not to eliminate the fear, but to move
through it. Acknowledging the presence of the inner critic is the first step. Building oneself up through positive affirmations, celebrating small wins, and seeking support from mentors or peers can also help. By focusing on growth rather than perfection, individuals can learn to trust their natural abilities and past successes.
Interpersonal Conflict and Boundaries: The Heart of Workplace Dynamics
Interpersonal conflict is inevitable in any work environment. However, the way we manage these conflicts is often tied to our boundaries — or lack thereof. When boundaries are unclear or nonexistent, issues like people-pleasing, perfectionism, and passive-aggressiveness can emerge, creating a toxic work atmosphere.
The connection between interpersonal conflict and boundaries is clear: without healthy boundaries, our interactions become fraught with tension and misunderstanding. To foster a healthier work environment, it’s essential to understand different communication styles and engage in team-building activities that promote trust and collaboration. Encouraging open dialogue and providing training on conflict resolution can empower employees to set and respect each other’s boundaries. Improving interpersonal communication reduces the likelihood of misunderstandings and fosters a more positive work culture.
The Role of Professional Development and Attentiveness
Addressing mental health in the workplace is not just about crisis management; it’s about proactive responsible professional
development. For individuals, managers, and business owners, being attentive to mental health concerns as they arise as well as an ongoing part of a business plan. This means not only recognizing the signs of issues like imposter syndrome, interpersonal conflict, and poor boundaries but also taking steps to address them through education, support, and the development of healthy workplace practices.
Professional development programs that include mental health awareness and skill-building can make a significant difference. Regular check-ins, workshops on communication and conflict resolution, and access to mental health resources are all effective ways to support employees. Creating a workplace culture where mental health is prioritized can lead to greater job satisfaction, increased productivity, and a more cohesive team.
In conclusion, the importance of mental health in business cannot be overstated. By understanding and taking proactive steps to address these issues, we can create work environments that are not only productive, but also supportive and fulfilling for everyone involved. For business owners, managers, and employees alike, investing in mental health is not just the right thing to do — it’s a smart business strategy.
— Carey Cook is a licensed practicing therapy and small business coach in Asheville. Learn more at CareyCookCounseling.com.
Building Confidence and Connections: Keys to Creating Equity for Women in Business
By Jennifer Wilcox
“Confidence and connection are keys in moving the needle towards equity in business for women.”
Over the past few decades, the business world has made great strides in creating space for women. We’re moving the statistics in male-led industries, leading more companies than ever, and advocating for equitable rights in the workplace. However, many women still struggle to elevate their careers and truly feel equal to their male counterparts. While we’re changing and implementing business operations, we also need to address the roles of confidence and connection for women in business that will lead to true equitable change.
As a lifetime member of Girl Scouts Carolinas Peaks to Piedmont, I’ve seen first-hand how confidence can change a girl’s life. When girls learn how to build confidence and have a community to connect with other girls and adult mentors, they develop essential life skills that carry them through higher education, professional careers, and the rest of their adult lives.
Confidence is a trait that we can practice and develop over time in everyday situations like setting goals, trying a new activity, focusing on your strengths, and surrounding yourself with positive, likeminded women that encourage you to believe in yourself and your abilities. Just like any other skill that you continually practice, you’ll be ready to use it when the challenges and obstacles come into play. Ninety percent of parents say their girls have grown more confident through Girl
Scouts. This is because of the activities and programs that build life skills, allow girls to discover their interests in a safe space, and receive continued support from confident women and mentors. Confidence and connection are keys in moving the needle towards equity in business for women. When we’re prepared to remain confident in our ideas at an important meeting and we have women cheering us on to start that new project, we create a network of strength and set the expectation that women are successful in business and should be confident in their abilities.
Practicing confidence in your career, whether you are an employee or a business owner, can directly impact the success of the company. A confident employee is more likely to provide their input on a project, apply for a leadership position, or negotiate a raise for the value they’ve added to the business. A confident business owner is more likely to take risks and try new things that could help them achieve their goals even faster. All these day-to-day operations add up over time to push a company’s culture in a positive direction and even increase employee performance.
When searching for connections, try finding women’s groups and clubs in your industry or community. There are many professional, experienced women in various industries waiting to give advice to those getting started, so be courageous
and reach out to those you admire to build connections and find mentorship. Connecting with women on a similar path as you is also beneficial because you can relate to each other and share your experiences.
We must take action into our own hands and move towards an equitable work environment for ourselves and the generations to come by addressing the need for confidence and connections. Building confidence in the business world can be challenging, but the advice, encouragement, and opportunities you’ll receive from your community of women will inspire you to go for that promotion, speak up when you’re the only woman in the room, and advocate for yourself and your co-workers for the equity we deserve. Professional women who are interested in giving back to the next generation of women leaders through Girl Scouts Carolinas Peaks to Piedmont can find a variety of volunteer opportunities at GirlScoutsP2P.org/en/Get-Involved/ Become-A-Volunteer.html.
—
Jennifer Wilcox is CEO of Girl Scouts Carolinas Peaks to Piedmont.
Learn how this nonprofit organization is building girls of courage, confidence and character who make the world a better place: GirlScoutsP2P.org.
Building a Legacy: How to Establish Your Reputation in a Competitive Industry
By Tamara Peacock
In the fiercely competitive world of architecture, building a lasting professional legacy can seem daunting. Reflecting on my own journey, establishing a reputation involves more than just delivering exceptional work. It’s about overcoming challenges, maintaining integrity, and contributing meaning to your field. Here’s what I’ve learned throughout the years.
Overcoming Early Challenges
When I started my career, I faced significant hurdles. Being a young female architect in a predominantly male industry, I struggled with skepticism and bias. I found that my age and gender led many to underestimate my capabilities. I even resorted to attributing my work to an imaginary older male partner to gain the respect I needed.
Despite these obstacles, I remained focused on delivering high-quality work. Instead of confronting detractors headon, I chose to let my performance speak for itself. This approach proved effective as consistent, excellent work gradually earned me the respect and credibility I sought.
Strategies for Building Credibility
One of the key strategies I used to build my credibility was maintaining a relentless focus on performance. I believe in the power of consistent, quiet dedication. Rather than engaging in conflicts or retaliating against unfair treatment, I kept my head down and continued to produce exceptional results. My reputation as a reliable architect grew, and previous clients returned to me for new projects, knowing they could depend on my expertise.
Milestones
and Professional Impact
Among the many projects I’ve worked on, the renovation of Mar-a-Lago stands out as a defining moment in my career. At the time, I was in my mid-thirties, and this high-profile project significantly raised my professional profile. People began recognizing me as “Trump’s architect,” which opened doors and established me as a prominent figure in the industry.
Another critical milestone was our work with the Broward County School Board. These projects provided a steady flow of work and financial stability for my firm, which was crucial during uncertain economic times.
Building a Professional Legacy
For me, building a professional legacy involves more than just personal success. It’s about fostering growth in others and making a positive impact on the industry. Seeing other professionals — especially women — succeed has been incredibly rewarding. I take pride in watching my former employees and mentees advance in their careers, knowing I played a part in their development.
Personal Habits for Success
Several personal habits have been crucial to my success. One important practice is tackling tasks I find challenging or uncomfortable first. As an introvert, public speaking is not my favorite activity, but I’ve learned to push through these discomforts because it is essential for growth.
Effective time management is another key habit. I prioritize completing difficult tasks early in the day and ensure that I address important calls and communications promptly. Maintaining
high ethical standards, such as returning calls and being accessible, has helped me build a reputation for reliability and professionalism.
Advice for Aspiring Architects
To young architects entering this field, I offer this advice: make sure you are truly passionate about it. Architecture is not just a job; it’s a significant part of your identity. It shapes how you see the world and how you engage with it. If you are not deeply committed, the demands of the profession can be overwhelming.
Architecture will change your perspective on the world, and you’ll constantly see details others might miss. This commitment is both a challenge and a privilege, and it’s essential to embrace it fully if you want to succeed and make a lasting impact.
In summary, building a professional legacy extends beyond personal success. It’s about contributing to others’ growth and making a meaningful impact on your industry. Through dedication, resilience, and a commitment to excellence, you can create a reputation that endures. As you chart your career path, remember that establishing a lasting legacy requires hard work, integrity, and a genuine passion for your craft. These principles will guide you in building a reputation that stands the test of time.
Tamara Peacock, a pioneering architect with over four decades of experience, has been a trailblazer in the field since 1976. Learn more at PeacockArchitects.com.
From Corporate Stress to Mindful Success work-life balance
Working in the corporate world was an environment full of high demand, high stress, long hours, and plentiful arising issues, according to Lindsay Coward. Her position lacked collaboration and connections between employees, and she often felt unsupported in her workplace. Combined with rigid office hours and schedules, she found it to be a very negative working environment.
When Coward was a student athlete in college, she came across a poster announcing a free evening yoga class. Always interested in physical movement, she attended her first class and immediately fell in love with the practice.
“I loved how it helped me,” Coward said. “Being an athlete and a student, yoga offered me an experience that I needed
to help me stay balanced and focused. Fast forward to that corporate job where I dreaded to be, I remembered how my yoga practice made me feel, so I sought out a studio near my home and began attending classes in the evenings.”
Practicing mindfulness, breath work, and self-serving movement in regular yoga classes helped support Coward in
Lindsay Coward follows her passion by sharing yoga with others.
her unsupported workplace culture. She noticed her mindset becoming more positive, and overall she felt happier and more sustained.
Recognizing the dramatic shift in herself, she experienced an ‘aha moment’, wondering what the possibilities could be if everyone in an entire workplace had access to those same tools. She cut back her working hours, went back to school, and became a certified yoga instructor.
“Once I found that training, I quit everything else,” Coward said. “I lived and breathed everything yoga. My plan was to return to my hometown and bring yoga to the community via individual workplaces where yoga wasn’t necessarily found and to people who wouldn’t necessarily want to go to a yoga studio. This was the beginning of a whole new journey for me.”
Coward began teaching yoga everywhere she could — churches, public spaces, government offices, and other gathering places. She found other work in management at a massage facility, then at a holistic center where she could also teach yoga. In order to reach even more people to help bring peace, calm, focus, and balance to their working lives, she used her practice and her passion to start her own businesses in 2015.
Yoga Nut began as a traveling yoga business, bringing yoga, meditation, and mindfulness to various places of work. She then attended Lenoir Rhyne University, studying public health and earning a master’s degree with an emphasis in stress management. After graduating in 2020, she relaunched Yoga Nut with worksite wellness programs while continuing the corporate yoga and meditation portion of the business. She also started Yoga on Demand — an online portal offering access to guided meditations, breath work, stretches meant to be done while at a desk, and full yoga practices to be done on a mat.
Personally, yoga continues to play a large
role in balancing the work of running a business, and her practices have evolved throughout the seasons of her life. As an entrepreneur and mother of three, participating in 90-minute sessions is not often feasible. She uses yoga in small portions to move her body and release tension, and uses intentional breathing patterns throughout the day.
“When I notice that I’m feeling stressed, overwhelmed, or just need a minute to myself, I can take a minute to breathe,” Coward said. “It’s a great reset and release. Right before I have a meeting or a teaching session, I use meditation to help shift into work mode. Breathing intentionally, meditating, listening to a song, or repeating affirmations and mantras…for me, it’s a way to clear my mind and set myself up for success.”
Taking the time to use these tools does not take away from work productivity; it actually enhances it because the tools allow a more focused perspective. Yoga practices have helped Coward during daily shifts away from work life, allowing her to be more present with friends and family at the end of the workday.
“How many times do you get caught up in the things you’re working on, then you try to have dinner with someone and all you’re thinking about is work stuff?” Coward said. “You have to be able to sift that out, because being present is huge, too. It doesn’t have to take an hour. You can breathe for five minutes and completely reset yourself. It makes a difference, and really compounds over time to be a huge benefit.”
—
Lindsay
Coward is the
Founder of
Yoga Nut. Learn more at Yoga-Nut.com.
wnc people to know
BILL GILLILAND
Award Winning Presenter, Entrepreneur, and ActionCOACH Business Coach
Bill is currently one of the top ActionCOACH business coaches in the world, speaks on a wide range of business topics, and loves to teach business owners how to build “commercial, profitable businesses that work without them.”
Bill lives in Montreat with his wife of 38 years, Lynn. They have two grown sons. In his spare time, Bill enjoys golf, fly-fishing, reading books on business and theology, and doing anything outdoors with his sons.
Schedule a Free Business Coaching session with Bill Gilliland to get started.
828-348-1787
BillGilliland.ActionCoach.com
NICK IOSUE
Sr. Commercial Loan Officer, United Federal Credit Union
As the Senior Commercial Loan Officer, Nick has more than 12 years of financial industry experience. Prior to joining United, Nick was a VP of Business Banking at First Citizen Bank. He has a degree in accounting and corporate finance from Western Carolina University and is a graduate of the North Carolina School of Banking at UNC Chapel Hill. Nick lives with his wife and two daughters and has served with the NC Young Bankers Association, the Brevard Chamber of Commerce, and Pisgah Forest Rotary.
CINDY KIMMEL
Owner/Benefits Advisor
Cindy Kimmel is tackling the diminishing value of health insurance by bringing alternative health plans to local businesses. Her 15-year career in corporate employee benefits has given her valuable insights into the challenges of providing competitive benefits. With a focus on sustainable health plan solutions, Kimmel Benefits+ is committed to ensuring businesses can access affordable, highquality health plans. Holding a Master’s in HR and serving on the Western NC HR board, Cindy is a trusted advisor to her clients.
Contact us today to schedule an introductory consultation.
828-275-6230
Cindy@KimmelBenefitsPlus.com
GREG ROBEL
CTO, Vistanet
828-708-6548
NIosue@UnitedFCU.com
Greg’s finance and economics degree from Mars Hill University means he’s fluent in cost savings and capital outlays. No matter your business goals, Greg’s telecom and network experience has given him a deep sense of appreciation of the powerful technology at the heart of Vistanet’s services and how it can help your company thrive. Greg’s professional experience includes: Inspecting, studying, and stress-testing every single Vistanet phone— ensuring that businesses, like yours, receive the most feature-rich and reliable tech on the market today.
828-348-5366, Ext. 304 grobel@vistanet.co
Business Events Across WNC
Wednesday, October 9
How You Can Put More ‘Zing’ Into Your Recurring Donor Program
11:30 AM - 1:00 PM
A-B Tech, Ivy Building
Learn what stories to share and tools to apply to bring in new monthly donors and steward the ones you already have.
Saturday, October 12
NC Women Business Owners Hall of Fame
6:30 PM
NC Museum of Art
Honoring North Carolina’s most successful female entrepreneurs and advocates who have made significant and enduring contributions to impact women’s entrepreneurial development.
Monday, October 14
Getting It All Done: Time Management for Small Business Owners
6:00 - 8:00 PM
Virtual - NC Small Business Center
Learn time management keys to getting things done and meeting your goals.
Monday, October 21
Outdoor Economy Conference
Events daily through October 24
Cherokee Convention Center
A collaboration of thought leaders, industry experts, and enthusiasts from across the nation to explore, learn, and collaborate on fostering a sustainable and thriving outdoor economy.
Wednesday, October 23
Investor-Ready Entrepreneur Webinar
12:30 - 4:30 PM
Virtual, Small Business and Technology Development Center
The Investor-Ready Entrepreneur program levels the playing field, educating and preparing growth-oriented entrepreneurs to successfully engage private equity investors.
Tuesday, November 5
2024 WomanUP Celebration
8:00 - 10:30 AM
Crowne Plaza Resort
Join the Asheville Area Chamber of Commerce to make valuable connections and learn from other women who have made significant strides in their careers while offering support to others in the workplace and greater community.
Monday, November 11
DIY Tourism Marketing Conference
8:00 AM - 4:00 PM
Renaissance Asheville Downtown Hotel
Help for tourism-based businesses to hone digital skills, learn new online strategies, and work with tourism experts.
Wednesday, November 20
Friendsgiving Potluck Party
5:30 - 8:30 PM
The Mule at Devil’s Foot Beverage
AVL Digital Nomads hosts a gathering celebrating connection and inviting generosity, values at the core of the growing MeetUp group.
Wednesday, December 4
Annual Agribusiness Summit
9:00 AM - 3:00 PM
Haywood Community College Small Business Center
Engage with fellow Agribusinesses, Entrepreneurs, and Resource Providers, learning new skills and experiencing the power of collaboration along the way.
Wednesday, December 11
Venture 15 and Venture Asheville Honors
6:30 - 9:30 PM
The Orange Peel
The Venture 15 and Venture Asheville Honors is an annual award show ranking the fastest growing startups and honoring the people and organizations in the ecosystem.
For more events, costs, registration links, and details, visit WNCBusiness.com/calendar.
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