Chatham County Economic Development Corporation

Siler City Business Inventory Project

Summer 2011
By Gabriel F. Soltren

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Directed Field Research Siler City Business Inventory Project Table of Contents
Executive Summary .................................................................................................................................. 3 Problem Statement ................................................................................................................................... 5 Literature Review...................................................................................................................................... 6 Research questions ................................................................................................................................... 9 Research Methods ................................................................................................................................... 10 Discussion and Conclusion ..................................................................................................................... 36 Recommendations................................................................................................................................... 37 Appendix A .............................................................................................................................................. 42 Appendix B .............................................................................................................................................. 44 Appendix C............................................................................................................................................... 46 Appendix D............................................................................................................................................... 47

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Gabriel Soltren September 1, 2011 Siler City Business Inventory Project Executive Summary The Siler City Business Inventory Research Project identified businesses in desired and feasible industry clusters within the town limits and analyzed their relationships with the economic development resources in the Town of Siler City. The research was conducted in the summer of 2011 during the end of the first year of North Carolina Rural Centers North Carolina Small Towns Economic Prosperity (NC STEP) program. The research benefited from Siler City citizens and leaders who regularly attended NC STEP committee meetings to plan and organize economic development strategies. The initial part of the research included creating a database of existing businesses in Siler City. The list was updated and merged with thirteen existing databases including the Chatham County United Chamber of Commerce, Reference USA, Siler City Business Permits, and the Siler City Merchants Association. The updated list was sorted into desirable and feasible industry clusters as determined by a study conducted by the Chatham County Economic Development Corporation (CCEDC) and UNC Center of Competitive Economies. An online survey was sent to 263 businesses to analyze the current business environment in Siler City. Businesses were contacted by telephone and in a few cases in person in order to collect email addresses for the online survey. The survey included qualitative and quantitative questions related to the demographics and involvement with community economic development organizations. Respondents to this online survey (64 total respondents) indicated that they used the Chamber of Commerce, Social Media, and Siler City Merchants Association and resources. Resources that were less utilized included the Chatham Small Business Center, Small Business Technology & Development Center, Service Corps of Retired Executives (SCORE), Industrial Extension Service, and NC REAL Business Planning. Respondents to the online survey stated that their top three plans for the next two years included expanding advertising and promotion, researching new markets, and adding a new product/service. Respondents also indicated on the survey that the top three business development issues were the lack of community awareness and support, access to new markets, and finding motivated and/or skilled workers. Primary and secondary data were used to identify desirable industry clusters including Basic Health Services Financial Services and Insurance Motor Vehicles and Arts and Media

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Recommendations for the Town of Siler City included projects to build on its strengths and provide training programs to assist and transition their workforce to more desirable industries.

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Siler City Business Inventory Project In 2010, the Chatham County Economic Development Corporation worked with the Town of Siler City to implement the NC Small Town Economic Prosperity project. The project was primarily funded by the North Carolina Rural Center. The research in this report provided Siler City leaders with descriptive information about the major industries within their town limits. Approximately 600 businesses were identified within the town limits. The businesses were analyzed to identify desirable industry clusters that could be useful in recruiting, retaining, and developing jobs in Siler City. Problem Statement In 2008, Siler City, a North Carolina town with a population of 8,000, lost more than 1,000 jobs. The majority of the lost jobs (approximately 800) were due to the closing of a poultry producer/exporter. In July 2011, the Mayor of Siler City announced one of its largest employers, a poultry processor/exporter would be closing and eliminating another 650 jobs. The unemployment rate in October 2011 was 8.4 percent. With the loss of two major employers, Siler City lost major exporters. Export activities typically bring outside money into local economies (Barkley 2001). According to Mayor Charles Johnson, Siler City expected a $1.5 million drop in revenues from water utility fees (Quesinberry 2011). Consequently, economic development was high on the agenda of Siler Citys leaders. The job loss created a need to recruit new businesses that could bring dollars into the local economy. Dollars spent locally from export activities create local jobs unless they leak out of the local economy (Barkley 2001). Another issue documented by the NC Small Town Economic Prosperity leadership team in Siler City is the problem of economic leakage. Leakage is caused by local residents shopping out of town for amenities including restaurants, movie theaters, museums, and shopping centers. Rural towns with amenities are more likely to be more attractive place to live and work (Irwin 2010). In 2010, the Town of Siler City conducted a survey and documented the need to increase amenities including restaurants, parks, movie theaters, and more places to shop. Research conducted in 1980 for the Town of Siler City provided evidence to support that leakage of retail dollars was happening due to the lack of amenities including retail shops, restaurants, and movie theaters. (North Carolina State University School of Design 1980). The research supported a trend that residents of Siler City shopped in Greensboro and Burlington at least once per month. Evidence of significant leakage of dollars going out of town was documented again in 2010 by the NC Small Town Economic Prosperity leadership team (NCSTEP 2011). For example, the rate of 2008-09 taxable retail sales as a percentage of personal income was 10.3 percent for Chatham County compared to 30.6 percent for North Carolina (NCSTEP 2011). Specific data for Siler City was not available. In response to the 2008 economic recession, leaders from the Town of Siler City partnered

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with the Chatham County Economic Development Corporation and the North Carolina Rural Center to work on economic development strategies and implementation plans. Employees who lose jobs often need re-training to find new jobs. Training and development programs can also help rural communities attract and create higher paying jobs. Having skilled workers makes an area more attractive to businesses that may be looking to relocate. To address the lack of workforce training, in 2010, Central Carolina Community College opened a new campus in Siler City. The new college campus offered a few courses in desirable and feasible industries including health care and the arts. Communities can benefit from attracting fewer initial jobs in desirable industries than only attracting lower paying jobs (Leigh 2009, 97). Literature Review This study took the point of view that successful economic development depended on a towns industrious spirit or culture. This view was supported by the work of Max Weber who wrote that culture was important in the implementation phase of innovations and economic development (McGuire 2010). Economic development policy depends on the culture of each community. In small towns economic development is a community process (Burnier 1998). The local decision-making culture defines the extent of economic development activities. For example, local business leaders and stakeholders may organize to encourage economic development decisions (Rosenfeld 2001). Communities can foster growth by making the community a better place to live. Communities with healthy economies tend to invest in improving graduation rates, fighting crime, and building parks, public buildings, and safe public spaces (Ye 2011). Siler City has a history of growth and industry; however, future economic development depends on the towns current culture. Siler Citys entrepreneurial spirit dates back to the 1880s founding Siler family, industrious immigrants of German descent who donated the land for Siler Citys first railroad depot. The railroad opened in 1884 and the town was incorporated three years later. The railroad brought growth to Siler City and it became a shipping point for branded Chatham Rabbits, and later eggs and poultry. Chatham Rabbit could be found in restaurants as far as New York. By 2011, the rabbit industry was long gone, and the towns largest employer was a poultry company that had announced its closing. Even so, in 2011, poultry was still the towns largest export. In 2010, Siler City's NC Small Towns Economic Prosperity Program along with public and private Siler City leaders developed plans to cultivate small businesses, promote entrepreneurship and spur economic development in Siler City. In 2010, the NC STEP team of public and private leaders including representatives from the Chatham County Economic Development Corporation and The Town of Siler City led an effort to create economic development projects. The projects were funded by a grant

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from the North Carolina Rural Center and over a period of a year, hundreds of Siler City residents participated in economic development meetings. The NC STEP Teams goal was to get things done to improve the local economy. During the 2008 economic downturn, the town expanded its water reservoir to try to retain the poultry industry and to attract new businesses. The expansion raised the existing dam by 12 feet and increased the town's water supply by 2 million gallons (Pardington 2002). Economic development work in small towns is usually about marketing and attracting industries (Leigh 2009). In Municipalities as Public Relations and Marketing Firms, Staci M. Zavattaro wrote that the public relations goal of a city is to create a positive image of its residents, businesses, employees and improve its reputation. The result of a positive image should be that the town will attract more residents and more business. Towns use branding, outside PR organizations, media relations, in-house publications, public art, and its environment to promote a positive image (Zavattaro 2010). In Chatham County, the UNC-Chapel Hill Center for Competitive Economies was contracted by the Board of Commissioners to assist with their economic development strategic plan. The creation of the strategic plan included an innovative collaborative approach for defining feasible and desirable industry clusters (Jolley 2011). A decisionmaking task force of 20 community members and business leaders ranked industry clusters based on preferences using the input from public meetings held throughout the county. Industry clusters with declining wages, declining employment, and unavailable natural resources were removed from the mix. Once feasible and desirable industry clusters were identified the industries could be targeted for retention, recruitment and/or expansion. Two of the attractive industry clusters identified were basic health services and arts and media. Basic Health Services was one of the most established industry clusters in Chatham County. Places with blue and white department of transportation H signs usually tell visitors that the place is important and big enough to have a Hospital (Gratz 1998). Hospitals in rural areas provide higher than average salaries. They attract new residents and new businesses. Rural hospitals tend to be the focus of health services in rural counties and employ health care professionals. From 1937 to 1971, federal, state, and local governments economic development focused on health services to promote health and wealth. For example, the Hospital Survey and Construction Act provided $3.7 billion in federal funding and $9.1 billion in state and local funding to develop health services in underserved rural places (Thomas 2006). The Hospital Survey and Construction Act invested in hospitals in poor rural areas with small populations with the intent to equalize health care services provided in segregated or biracial facilities. In North Carolina, the Hospital Survey and Construction Act helped fund the hospital at the University of North Carolina at Chapel Hill. The Act provided funding for health care facilities with priority for

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places less served due to race, creed, or color. However, by the 1980s many small hospitals closed due to rural to urban out-migration. A study on the economic impact of hospital closings in rural places in southern states suggested no statistically significant economic impacts after the hospitals closure (Ona 2007). One of the growing desirable industry clusters in Siler City's region is Arts and Media. The downtown revitalization strategy in Siler City is based on the arts. Specifically, the Town of Siler City in partnership with the Department of Commerce, and Central Carolina Community College created an arts-based business incubator. The downtown business incubator provides artists with business assistance, art studios, and art galleries (Fleming 2009). The artists promote downtown revitalization and attract visitors, knowledge workers, and creative people. Siler Citys growing arts community is anchored by the towns NC Arts Incubator. The small town atmosphere and the low cost of living are attractive to artists. One of the problems faced by artists is that they often lack marketing skills. In Marketing the Arts, Michael Mokwa wrote that arts organizations need to develop marketing plans (Mokwa, 1980). Marketing plans need to include how to increase audiences, how to build a loyal audience, and how to raise funds. Rural towns in the past would at times focus on recruiting new businesses to create local jobs regardless of the skill levels needed or the amount of wages paid. However, the jobs would not necessarily improve the communitys standard of living or level of poverty (Leigh 2009). In order to attract new businesses, local governments often hire private companies to help with marketing while lacking written business attraction, small business development or business retention plans (Leigh 2009). In 2010, University of North Carolina Center for Competitive Economies partnered with the Town of Siler City and Chatham County Economic Development Corporation to create a marketing and recruitment plan. The goals of the partnership included identifying businesses for recruitment, creating a marketing plan, and creating marketing brochures (Lane 2010). Marketing brochures were created to recruit desirable prospective businesses (Lane 2010). The UNC Center for Competitive Economies team used a survey to learn if food service industry companies were interested in relocating or expanding to Siler City. The initial survey project found that many companies were unwilling to participate in surveys. As a result, researchers used informal interviews to learn why companies were uninterested in relocating. The research focused on retaining the food industry and recruiting the frozen food industry. Approximately 1,000 letters and phone calls were made to prospective food industry businesses. Only two businesses expressed interest in learning more about Siler City (Lane 2010, 10). One of the issues that surfaced was that researchers found it difficult to convey that Siler City had sufficient highway and rail access.

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Siler City's 2010 marketing and recruitment plan included a strengths and weaknesses analysis (Lane 2010). The analysis was important to help determine what kind of jobs might be a good fit for Siler City. One of Siler Citys strengths was the successful downtown district revitalization by the arts community led by the North Carolina Arts Incubator. An objective of the arts district is to create an environment that is attractive to people and to potential companies. Rural areas have used their local atmosphere and quality of human resources to create economic opportunities (Leigh 2009). Siler Citys arts community created jobs in the downtown district and created a monthly Art Walk event to attract customers. Small business development is often seen by economic developers as a approach to create jobs. Kolko wrote that small businesses were the leading source of jobs and economic growth in small towns (Kolko 2000). A small towns advantage could be that entrepreneurs tend to start businesses near their home or workplace (Stenberg 2009, 226). Siler Citys economic development goal was to find new ways to grow the economy by cultivating and recruiting businesses identified as desirable and feasible by a 2008 study conducted by the Center for Competitive Economies at the University of North Carolina at Chapel Hill (Jolley and Lane 2010). In 2011, Siler City hired the firm Arnett Muldrow & Associates to conduct a branding study to improve the towns image. Branding in the public sector is often focused on place branding and reinforces the location's identity and image (Zavattaro 2010). The Arnett Muldrow & Associates firm included community leaders and stakeholders in the development of a branding system. The firm specialized in helping communities rebuild their images and to create economic development opportunities.

The Arnett Muldrow & Associates firm provided branding images and branding statements including "Siler City Delightful Neighbors and Delightfully Unexpected."

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Research Questions The current business environment, entrepreneurship culture, and the effectiveness of the strategies being implemented in Siler City are unknown. The research questions addressed in this study were: Research Question 1: To what extent are desirable industries present in Siler City? Research Question 2: Is Siler City's employment outlook growing, staying the same, or declining? Research Question 3: What businesses and entrepreneurship resources are being employed? Research Methods Qualitative and quantitative data for the study included compiling published data on Siler City businesses, conducting an online survey of 263 businesses, and attending economic development meetings with Siler City leaders. An updated list of Siler City businesses was compiled and sorted into desirable industry clusters. The findings were used to identify potential synergies to attract new businesses. Siler City economic development leaders could use the information to recruit businesses in the industries where the town held an advantage. A total of 612 businesses within the town limits were identified by combining and eliminating duplicates from existing lists from following resources: Central Carolina Community College Chatham County Economic Development Corporation Chatham County United Chamber of Commerce Google Business Listing InfoUSA Pittsboro-Siler City Convention & Visitors ReferenceUSA Siler City Business Permits Siler City Deed Name and Address Information Siler City Merchants Association Superpages.com Town of Siler City Web site Yellowpages.com

The Chatham County Economic Development Corporation distributed 263 online surveys and received 64 responses (23.9 percent response rate) from businesses located within Siler City town limits. While not a scientific random sample, survey results were intended to identify specific desirable industry clusters within the town that could be targeted for recruitment and growth strategies. The business inventory database, survey,

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focus group meetings, and individual interviews were used to identify desirable industry clusters. The online survey consisted of 18 questions (See Appendix A). Existing industry clusters provided an idea of what businesses are a good fit. As part of the initial research, Siler City businesses were contacted by telephone to ask for an email address to send the survey. English and Spanish telephone scripts were written and tested for requesting businesses emails. The goal of the telephone call was to ask the business owner or managers if they would be willing to complete a five minute online survey. The telephone script introduced the receiver to the Chatham County Economic Development Corporation as a nonprofit organization that helps businesses from start-up to expansion. According to Gill E. Wagner, author of Honest Selling, when making cold telephone calls, the caller should identify himself or herself as an expert that can offer assistance (Wagner 2004). The telephone script allowed the receiver several pauses to indicate if they were not interested in continuing. The Honest Selling technique used to ask for email address typically generated a positive response from the receiver of the phone call. Bilingual (English/Spanish) volunteers were recruited to canvass about 20 Spanish speaking businesses. Seven volunteers were given scripts with Honest Selling instructions. The goal of the each contact was to learn if the business representative was willing to complete an online survey. Every yes and every no response was an equal success. See Appendix B.

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Siler City Overview Siler City is located less than 40 miles from 3.5 million residents in Central North Carolina (1.5 million in the Piedmont Triad Region and 2 million in the Research Triangle Region). The town is connected to the Piedmont Triad Region and the Research Triangle Region by four-lane highways, airports, and rail. It has highway access to the Piedmont Triad International Airport and the Raleigh-Durham International airports within 39 miles.

One of the strengths of Siler City is its regional airport. The Siler City Municipal Airport has a 5,000 ft. paved and lighted runway. In 2011, the general aviation airport offered flight training for individuals that wanted a private pilot license, 24 hour fuel service, and airplane rentals. The airport is used by private, recreational pilots, student pilots, and military aircraft. Cardinal Air, an airline support services company, offered flight training, aircraft service, avionics, and aviation fuel at the Siler City Airport. In 2009, the Siler City Municipal Airport averaged 59 aircraft operations per day (AirNav 2009). The average household income of members of the general aviation Aircraft Owners and Pilots Association is $189,000 with an average household net worth of $1,088,000 (American Association of Airport Executives 2006). In 2011, The Town of Siler City, Cardinal Air, Guardian Aviation Services, and Orion Aviation had Web sites marketing the municipal airport. Siler Citys location and access to air, highway, and rail transportation make it a good location for freight distribution near two of the largest markets in North Carolina. For

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example, in 2011, a trucking freight company in Siler City employed 45 employees with sales revenues of approximately $6.7 million. For more than 40 years, Darrell Andrews Trucking Inc. based in Siler City, has maintained a fleet of trucks and distributed freight to destinations in the East Coast of the United States. Siler City Demographics A respondent of the online survey stated that Siler City has a "great mix of people." In 2010, Siler City had a population of approximately 8,000 that was 49.8 percent Hispanic or Latino(any race), 44.0 percent White, 18.6 percent African America, and 1.2 percent Other (including multiple race). Places with African American and American Indian populations and to a lesser extent with Hispanic populations tend to be less prosperous (Andrew M. Isserman 2009). Siler Citys population with a bachelors degree or higher was 8.3 percent compared to 27.6 percent for the county and 22.5 percent for the State of North Carolina (See 2010 Census charts below). Population
Geography Siler City April 2000 Census Population 6,966 July 2010 Estimated Population 7,887 Percent change 13.2%

Race
Siler City Hispanic or Latino (any race) White only African American only Other (including multiple race) 49.80% 44.00% 18.60% 1.20% North Carolina 4.70% 72.20% 21.60% 6.20%

2010 Census Age Under 5 years Under 18 years 65 years and older 2010 Census Age Siler City (%) 10.0 29.8 12.1 North Carolina (%) 6.6 23.9 12.9

Education Siler City High School Graduate or Higher Bachelors Degree or Higher
2010 Census

49.1% 9.5%

Chatham County 82.5% 33.8%

NC 83.0% 25.8%

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Siler City Industry Siler Citys largest employer in 2011 was a poultry processor. In 2009, the market value of sales on farms of livestock, poultry, and their products in Chatham County was $164.8 million (Log into North Carolina 2011). With the closure of the remaining poultry plant, lost jobs would ideally need to be replaced with an industry of similar or larger market value. Communities in the U.S. sometimes have poor access to new jobs due to a mismatch of jobs and the social attributes of job seekers (Leigh 2009). The poultry industry in Siler City regularly employed immigrants mostly from Mexico and Central America. In 1999, 75 percent of the workers in one of Siler Citys poultry plants were low skilled immigrants (Gill 2010). During this study more than 40 Hispanic businesses were identified in Siler City. For example, the owner of the general store, Tienda Diana, stated that the business had operated in Downtown Siler City for 19 years. Industries in the Hispanic business category ranged from food services, motor vehicles, to a low power AM radio station. In Siler City, companies identified in the Hispanic market included: Amass Enterprises Inc. Compadres Mexican Restaurant Compare Foods D&E Saln de Belleza Diana's Tex-Mex Mexican Restaurant EMS Interpreting LLC Estetica Angelica's Fast Pass Flor-Mex Fredy's Catering Hisapnic Liaison of Chatham County Iglesia Church of God Iglesia Hispana Ebenezer Iglesia Metodista Unida Jos T. Cardoza, Notary Public and Tax Preparer La Consentida La Jalisco Tienda y Carniceria La Posadita La Tapata Lic. Francina Muse, Abogada Loma Bonita Mak Communications Cellular PLC Martinez Landscaping Mayte Accorneron DDS

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Mi Ranchito Mexican Grill Notary Public and Tax Preparer Jos T. Cardoza Olivia Novedades Grocery Plata Y Oro Buyers Radio Conquista Raul Lujan Trucking Saln de Belleza Cristi San Felipe Mexican Restaurant Santa Luca Tire Tapicera de Carro Taqueria Merinos Tienda El Centro Tienda Guerrero Tienda Loma Bonita Tienda y Joyera Diana Tienda y Taquera Loma Bonita Tres Estrellas Library Van 2 Auto Sales In order to stay competitive, communities have to improve educational opportunities and training programs to connect people to new jobs (Leigh 2009). Effective workforce training and development initiatives should transition workers from disappearing industries to desirable ones. For example, the Basic Health Services industry cluster is desirable for Siler City because of its size ($164.3 million in Chatham County) and it had a growing share of the national market in the region. Siler Citys Chatham Hospital built a replacement hospital in 2009 and completed a new medical office building in 2010. In 2011, the Chatham Business Park had available land and office space for Basic Health Service industry providers. The list below illustrates the industries and the number of people employed in the county sorted by number of employees.

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Chatham County Industry Payroll & Employment Chart

2007 NAICS code 31-33 62 623 44-45 72 722 445 7222 81 42 4529 423 56 71 441 444 811 447

Meaning of NAICS code Manufacturing Health care and social assistance Nursing and residential care facilities Retail trade Accommodation and food services Food services and drinking places Food and beverage stores Limited-service eating places Other services (except public administration) Wholesale trade Other general merchandise stores Merchant wholesalers, durable goods Administrative and Support and Waste Management and Remediation Services Arts, entertainment, and recreation Motor vehicle and parts dealers Building material and garden equipment and supplies dealers Repair and maintenance Gasoline stations

Number of employers 82 117 28 190 74 67 25 28 85 46 12 34 69 12 23 21 47 36

Annual payroll ($1,000) $ 167,590 $ 89,809 $ 60,615 $ 47,653 $ 12,713 $ 11,227 $ 8,841 $ 4,633 $ 10,190 $ 12,960 $ 7,100 $ 12,031 $ $ $ $ $ $ 7,106 5,159 5,773 4,838 6,351 3,514

Number of employees 4,982 3,903 2,538 2,197 1,036 918 542 463 377 360 356 337 335 266 238 214 203 179

Source: U.S. Census Bureau, 2007 Economic Census, 2007 Economic Census of Island Areas, and 2007 Nonemployer Statistics.

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October 2011 Unemployment Rates

Source: North Carolina Department of Commerce, Division of Employment Security 11_2011 Unemployment Rates As part of the Research Triangle Regional Partnership, Chatham County has a history of low unemployment rates. The October 2011 unemployment rate in Chatham County was 8.4 percent which was below the state average of 9.7 percent. However, the presence of jobs and lower unemployment rates does not automatically equate to a high standard of living or level of poverty in Siler City. Unemployment rates do not take into account the level of wages paid. According to the 2010 Census, 26.7 percent of people in Siler City of all ages were in poverty compared to 15.1 percent in North Carolina.

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Research Analysis and Findings The current business environment, entrepreneurship culture, and the effectiveness of the strategies being implemented in Siler City were studied using primary and secondary sources. Primary data came from and online survey (64 respondents) and secondary sources from existing databases owned by the Chatham County Economic Development Corporation. The data sets were updated and merged with thirteen additional databases including the Chatham County United Chamber of Commerce, Reference USA, Siler City Business Permits, and the Siler City Merchants Association. The evidence from primary and secondary data supported that more than 30% of Siler City businesses had Web sites and 50% had business email addresses. For the research, industry clusters were as defined by Edward Feser (Feser 2004). Siler City businesses from databases and surveys were sorted into the following desirable and feasible industry clusters identified by the Chatham County economic development plan. The desirable industries were identified by the University of North Carolina Center for Competitive Economies using a process that included various stakeholders. For example, the process included a 20-member Task Force representing the different parts of the county, public meetings, business owners, managers, and members of the Chatham County Economic Development Corporation (Jolley 2011). The desirable industries they identified are listed below from high to low in the order that they were found present in Siler City. Basic health services Financial services and insurance Motor vehicles Arts & media Hotels and transportation services Pharmaceuticals Higher education and hospitals Metalworking & fabricated metal products Concrete/brick building products Information services Nonresidential building products Printing & publishing Aerospace Medical instruments & optics Business services Architectural & engineering services Renewable energy Sustainable agriculture Technical & research services Wiring devices & switches

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Research Question 1: To what extent are desirable industries present in Siler City? Secondary Data Chart
60 50 40 30 20 10 0 Basic health services Motor vehicles Financial services Arts & media and insurance 9 Businesses 51 Businesses 38 Businessess 35 Businesses

Basic Health Services, Motor Vehicles, Financial Services and Insurance, and Arts & Media were the top four desirable industry clusters identified in Siler City utilizing secondary data sources. Basic health services Motor vehicles Financial services and insurance Arts & media Business services Concrete/brick building products Hotels and transportation services Pharmaceuticals Higher education and hospitals Metalworking & fabricated metal products Nonresidential building products Information services Printing & publishing Aerospace Medical instruments & optics Architectural & engineering services Renewable energy Sustainable agriculture Technical & research services Wiring devices & switches 51 38 35 9 6 5 5 5 4 4 4 3 3 2 2 0 0 0 0 0

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The online survey had 64 responses by business representatives within Siler City town limits.
8 7 Respondents 7 6

Primary Data Chart

5 Respondents
5 4 Respondents 4 3 2 1 0 Financial services and insurance Arts & media Business services Motor vehicles 4 Respondents

The top four industry clusters represented by respondents of the online survey were Financial Services and Insurance, Arts & Media, Business Services, and Motor Vehicles. The top four desirable industry clusters in Siler City (Basic Health Services, Financial Services and Insurance, Motor Vehicles, and Arts & Media) were defined using Fesers Updated set of benchmark value chains for the United States, 1997. The Local Health Services Industry is growing in the region. From 1998 to 2008, health services employment was the fastest growing cluster in national share in the Raleigh-Durham-Cary Economic Area. In 2011, Central Carolina Community College campus Siler City provided training in Basic Health Services, Industrial Welding, and Arts. The Siler City campus lacked courses in the Financial Services, Insurance and Motor Vehicles industries. The respondents to the online survey self reported their industries sorted by desired industry clusters. (The Other, please specify industries category included; BBQ meats processor, restaurant/retail, Construction, Apartment Management Company, vet clinic, catering, and cosmetology.)

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Siler City Online Respondent Industry Self Classification Desirable Industry Cluster Other, please specify Financial services and insurance Arts & media Business services Motor vehicles Basic health services Metalworking & fabricated metal products Architectural & engineering services Hotels and transportation services Technical & research services Aerospace Concrete/brick building products Higher education and hospitals Information services Nonresidential building products Pharmaceuticals Printing & publishing Sustainable agriculture Wiring devices & switches Medical instruments & optics No. 34 7 5 4 4 3 3 2 2 2 1 1 1 1 1 1 1 1 1 0

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Raleigh-Durham-Cary, NC Economic Area

Source: Cluster Mapping Project, Institute for Strategy and Competitiveness at Harvard Business School.

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Top Four Desirable Industry Clusters Basic Health Services The health care services cluster is one of the largest in the U.S. economy. The health services industry is growing and adding jobs in response to an aging population. The health care industry provides jobs with advancement and career opportunities. Entry level jobs include low and moderately skilled workers. Employees can advance with certifications and associates degrees in fields including lab technicians, medical assistant, practical nurse, and registered nurse (Wolf-Powers 2010). In Chatham County, the Basic Health Services industry is similar in payroll scale to the poultry industry. Receipts for establishments with payroll primarily engaged in health care were $164.3 million (Log into North Carolina 2011). Chatham County jobs in Basic Health Services had annual median wages ranging from $24,000 to $96,000 (NC ESC 2010). In contrast, jobs in poultry processing including Meat, Poultry, and Fish Cutters had an annual median wage of $19,000 (NC ESC 2010). Jobs in Basic Health Services as defined by Feser are listed below. Basic Health Services Accounting & bookkeeping services Accounting & bookkeeping services Architectural & engineering services Business support Electromedical apparatus manufacturing Employment services Environmental & other technical consulting services Facilities support services Home health care services Legal services Management consulting services Office administrative services Offices of physicians, dentists, & other health practioners Other ambulatory health care services Pharmaceutical & medicine manufacturing Services to buildings & dwellings Surgical & medical instrument manufacturing Surgical appliance & supplies manufacturing Wholesale trade

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In Siler City, companies identified in the Health Services Industry included:

Avada Audiology & Hearing Care B & V Homecare Service Bright Audiology Campeau Chiropractic Carolina Dialysis Center Carolina Family Practice Central Carolina Surgical Central Dermatology Center Chatham County Group Homes Inc. Chatham County Head Start Chatham County Health Department Chatham County Rescue Squad Chatham Dental Care Chatham Medical Specialist Chatham Pediatrics Chatham Primary Care Chatham Social Health Council Christopher Torontow MD Community Homecare & Hospice Coventry House Of Siler City First Choice Home Care Inc. Greensboro Podiatry Association Henry Purvis MD Home Health Care Lommell Chiropractic Mayte Accorneron DDS Michael J Tyler MD Mid-Carolina Gastroenterology Nagasayana MD Kothapalli Paul Powell Jr L DDS Paul Mitchum, DDS Piedmont Health Services Ray A Hager OD Readd Center S & H Oil Company Sarah Turne Jordan MD Shipman's Family Care Inc Siler City Care & Rehab Center Stillpoint Acupuncture Timothy D Scheetz DDS Tonya A Stokes Vision Center at Walmart Siler City Crossing Vision Center Siler City Community Health Center

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Health Care and Social Assistance No. of Sales Volume Businesses $500,000-1 Million 29 Less Than $500,000 19 $2.5-5 Million 5 $5-10 Million 5 $1-2.5 Million 4

Siler City Health Care and Social Assistance businesses were the largest desirable industry group identified using secondary data. The majority of the businesses (29) had sales volumes between $500,000 to $1 million (Reference USA 2011). Financial Services and Insurance In 2000, in Chatham County, earnings by SIC codes for finance, insurance, and real estate were $16.4 million (Log into North Carolina 2011). Jobs in Financial and Insurance Services as defined by Feser are listed below. Financial and Insurance Services Accounting & bookkeeping services Advertising & related services Architectural & engineering services Business support services Couriers & messengers Employment services Funds, trusts, & other financial vehicles Insurance agencies, brokerages, & related Insurance carriers Legal services Lessors of nonfinancial intangible assets Machinery & equip rental & leasing Mgmt consulting services Monetary authorities & depository credit intermediation Nondepository credit intermediation & related activities Securities, commodity contracts, investments

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In Siler City, companies identified in the Financial Services and Insurance industry included: Advantage Insurance AFLAC Allstate Insurance Bouldin Williams Agency Inc. Capital Bank Carolina Farm Credit Carter Bank & Trust Chatham County Farm Bureau Chatham County Insurers Community One Bank Confidential Tax Service Daphne Kink Income Tax Service Edward Jones Fidelity Bank Friendly Check Cashing H&R Block Jack M. Brewer Agency James S. Vann Insurance Johnson Real Estate & Investments Jos T. Cardoza, Notary Public and Tax Preparer Liberty Tax Service MCB Group Insurance Service Millennium Investments Nationwide Insurance Old North State Trust RBC Centura Triad Insurance Associates Wachovia Bank Woodforest National Bank Branch Banking & Trust State Employees' Credit Union
Finance and Insurance Sales Volume No. of Businesses $500,000-1 Million Less Than $500,000 $1-2.5 Million $2.5-5 Million $5-10 Million $20-50 Million 15 10 5 2 1 1

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Motor Vehicles In 2009, in Chatham County, earnings by 3-digit NAICS codes for the motor vehicle and parts dealers industry were $8.3 million (Log into North Carolina 2011). Jobs located in the Motor Vehicles industry in the Raleigh/Cary region had annual median wages ranging from $27,000 to $56,000 (NC ESC 2010). For example, Automotive Service Technicians and Mechanics earned an average annual wage of $42,000. In 2001, Thomas J. Stanley wrote about truck mechanics in junk yards earning $130,000 annually which was close to the average net income of medical doctors in America (Stanley 2001). Jobs in Motor Vehicles as defined by Feser are listed below. In Siler City, one respondent stated that their auto business was improving, but only due to out of locality business through the internet. Motor Vehicles Heavy duty truck manufacturing All other transport equip manufacturing Audio & video equip manufacturing Automobile & light truck manufacturing Boat building Electric lamp bulb and part manufacturing Motor home manufacturing Motor vehicle body manufacturing Motor vehicle parts manufacturing Motorcycle, bicycle, & parts manufacturing Travel trailer & camper manufacturing Truck trailer manufacturing In Siler City, businesses in the Motor Vehicles industry included: Advance Auto Parts American Service Center Automasters Express Care Autozone Stores Carquest Auto Parts Cecil Budd Tire Co. LLC Chatham Car Care Chatham Motors Inc. Dixon Motors Downtown Automotive Fields Body Shop Frankie Matthews M & B Auto

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Frazier Used Cars Groces Body Shop Highways Division-Guarage J D Powersports Keith Reives Trucking M & B Auto Sales Marsh Auto Parts Mobile Sound Stateion Nelson Tire & Automotive Northside Service Center OReilly Auto Parts Redneck Choppers Santa Luca Tire Siler City Radiator and Auto Siler City Trailer Repair Superior Auto Body Tar Hell Tire Auto & Radiator Tractor Supply Triumph Auto Glass U-Auto Wash Van 2 Auto Sales VGM Car Wash Vicente Tire Welford Harris Ford Wes Automotive Wright's Paint & Body Shop

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Arts and Media In 2009, earnings for the arts, entertainment, and recreation industry in Chatham County, based on 2-digit NAICS codes were $13.9 million (Log into North Carolina 2011). Jobs in Arts and Media as defined by Feser are listed below. Arts and Media Accounting & bookkeeping services Advertising & related services All other misc professional & technical services Cable networks & program distribution Civic, social, professional & similar organizations Independent artists, writers, & performers Information services Motion picture & video industries Newspaper publishers Other amusement, gambling, & recreation industries Other educational services Performing arts companies Periodical publishers Promoters of performing arts & sports & agents for public figures Radio & television broadcasting Sign manufacturing Sound recording industries Spectator sports Wholesale trade In Siler City, companies in the Arts and Media industry included: Against His Will Gallery Bill Walden Sounds Cransford Studio & Camera Shop Hart Studios Hadley Hotel Studios Hillary Graves Photography Hotel Hadley Studios NC Arts Incubator Person to Person Art Inc. Raleigh Street Gallery Terry C. McInturff Guitars, Inc. Winding Branch Crafts

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In 2011, Siler City had the advantage of being home to the North Carolina Arts Incubator. The NC Arts Incubator helped artists to start their own businesses. However, during a NC STEP meeting, a local artist mentioned that artists in Siler City needed help marketing their artwork. Modern marketing of the arts has a history starting with renowned Economist John Maynard Keynes. Keynes founded an organization after World War II that employed out of work artists and created the first arts council (Upchurch, 2004). The perceived benefits of marketing the arts included improving the citys prestige provided by the arts community. In Mansfield, Ohio economic developers used a carousel theme to create promotional events (Gratz 1998, 24). The cluster of local artists can market downtown area North Chatham Avenue galleries as an arts district. Outsiders come to Siler Citys Downtown Art Campus to find a supportive arts community with available studio and gallery space. For example, Terry McInturff, a highend guitar-maker, purchased studio space in downtown Siler City. McInturffs customers included famous guitarists including Eric Clapton, Jimmy Page of Led Zeppelin, and Brad Whitford of Aerosmith (Lail 2009, 4). Research Question 2: Is Siler City's employment outlook growing, staying the same, or declining? Respondents to the survey were asked: Over time is the employment trend increasing, staying the same or decreasing? Their responses were the following: Over time, employment trend is: Staying the same 39 60% Declining 20 31% Increasing 6 9%

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Employment Trend Survey Question

Basic Health Services, Financial Services, Arts and Media, and Motor Vehicles

According to respondents of the online survey, the employment trend in the top four desirable industries (Basic Health Services, Financial Services and Insurance, Motor Vehicles, and Arts & Media) was staying the same.

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Research Question 3: What businesses and entrepreneurship resources are being employed? Business & Entrepreneurship Assistance Resources The online survey asked Siler City business representatives about their use of businesses and entrepreneurship assistance resources. Respondents indicated that they mostly used the Chamber of Commerce and Social Media. Resources that were less utilized included the Chatham Small Business Center, Small Business Technology & Development Center, Service Corps of Retired Executives (SCORE), Industrial Extension Service, and NC REAL Business Planning. Resource Utilization Graph
Resources

Resource Utilization and Employment Trends Siler City business respondents with increasing employment trends took advantage of an average of four of the resources listed below. The most popular resources included the Chatham Chamber of Commerce, social media Web sites (Facebook, Twitter, LinkedIn, etc), Networking groups (LEEDS, Rotary, Wake Up Wednesday, Bootstrap Chatham), and Central Carolina Community College. Respondents with employment trends that were staying the same took advantage of approximately three of the resources listed below.

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Respondents with decreasing employment trends used two to three of the resources listed below. Siler City Resources
Have you taken advantage of the following resources? (select all that apply) Chatham Chamber of Commerce Social media (Facebook, Twitter, LinkedIn, etc) Siler City Merchants Association Networking groups (LEEDS, Rotary, Wake Up Wednesday, Bootstrap Chatham) Central Carolina Community College Town of Siler City Planning Dept. Chatham County Economic Development Corporation NC Small Towns Economic Prosperity (STEP) Program Pittsboro-Siler City Convention & Visitors Bureau Other, please specify Chatham Small Business Center Small Business Technology & Development Center (SBTDC) Service Corps of Retired Executives (SCORE) Chatham Schools Career & Tech Ed Program Industrial Extension Service NC REAL Business Planning Course 30 29 26 22 21 18 14 13 12 7 6 5 4 4 3 2 53% 51% 46% 39% 37% 32% 25% 23% 21% 12% 11% 9% 7% 7% 5% 4%

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What are your plans for your business in the next two years?
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 43% 35% 34%

32% 32%

29% 29%

26% 25% 25% 25%

23% 22% 15% 11% Yes

Respondents to the online survey stated that their top three plans for the next two years included expanding advertising and promotion, researching new markets, and adding a new product/service.

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Which of the business development issues below are critical to your business' success and future growth?
50% 45% 40% Percentage 35% 30% 25% 20% 15% 10% 5% 0% 26% 25% 23% 22% 18% 17% 15% 12% 9% 8% 3% 2% 32% 43%

Respondents to the online survey stated that the top three business development issues were the lack of community awareness & support, access to new markets, and finding motivated and/or skilled workers. See above chart.

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Discussion and Conclusion An online survey and a review of secondary data were used to identify desirable industry clusters including Basic Health Services, Financial Services and Insurance, Motor Vehicles, and Arts & Media in Siler City. Local Comparative Advantage or Supply-Side theories of economic development take the point of view that industries locate in advantageous places (Barkley 2001, 5). The top four desirable industries in Siler City must have located there for desirable reasons. Siler City seemed to have comparative advantages including its location near the Piedmont Triad and Research Triangle Regions. To attract higher paying jobs in desired industries, other rural communities have improved their workforce training programs and quality of life amenities. Some communities have also tried offering financial incentives including free land and tax forgiveness to attract businesses (Barkley 2001, 5). Siler City should build on its strengths and provide training programs to assist and transition their workforce to desirable industries. More research should be conducted to identify what industries the town should pursue. To attract higher paying jobs, other towns have also improved their transportation, recreation, communication, and business services. To remain competitive the Town of Siler City should initiate general improvements in its image with the goal of featuring the town as a nice place to live. During monthly business development meetings, community leaders and local citizens suggested projects, including improving building facades in their downtown district, starting an inventor and entrepreneurship club, and creating wayfinding signs so people could better find their way to the downtown district. In August 2011, the NC STEP leadership team took a step forward and approved several development projects including a faade improvement program, a wayfinding signs project, and a welcome center/business incubator. The projects were planned to be initially funded by the NC Rural Center. As in the 1980 Siler City Development Plan, challenges related to implementation need to be addressed. Primarily, NC STEP implementation funds should be leveraged to make the most of Siler Citys future economic development plans.

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Recommendations The following are recommendations for the place marketing organizations in the Town of Siler City. The projects build on Siler City's strengths and provide training programs to assist transitioning the workforce to more desirable industries. The recommendations were derived from discussions held in monthly public meetings held in 2010 and 2011 with community members, stakeholders, and consultants. Create brochures featuring Siler Citys key distribution location featuring its highways, airports, and rail connections in Central North Carolina. Develop a Web site featuring the key location and featuring Siler Citys highways, airports, and rail connections in Central North Carolina. Design marketing pieces that show that Siler Citys rail access is ideal for heavy freight distribution chains. Siler City food processing companies move tons of corn products by rail. Final products are shipped in trucks to export markets including China and Russia. Organize a regionally branded event that built on its location near Raleigh and Greensboro. For example The Central Carolina Film Festival in Siler City Create a brand image based on stories and images of Siler City (Zavattaro 2010, 199). For example Siler City was the retirement destination of Frances Bavier. Distribute a media relations piece featuring Siler Citys new image and branding to journalist covering business development. For example, a press release, video presentations, email press kits, biographies of leaders (Town Council members), newsletter, and links to stories about Siler City. Create Siler City publications to promote the towns new image. For example, Siler City should create magazines, Web sites, fliers, brochures (online and print versions). Siler City should send magazines, fact sheets, resident guides, TV programming, and annual reports to businesses and residents in Siler City. Newsletters can be distributed along with the water bill. Create a brochure featuring Siler Citys top industry clusters in the desired categories including: o Basic Health Services o Financial Services and Insurance o Arts & Media o Motor Vehicles Sponsor a free session / government academy course to show participants how Siler City works to get recruit supporters and promoters on its image and message. For example, Coral Springs created a community partnership program. Partners can post city PR materials including event calendars in the businesses. Purchase permanent public art pieces with the towns brand image to attract tourists, businesses and new residents.

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Use Siler Citys environment to attract businesses, residents and visitors. For example, Siler Citys Business Campus is designed with land use policies that protect the natural landscape. Provide educational programs for new businesses owners. Renovate the downtown Siler City Art District to attract more visitors to art galleries, studios, and restaurants. Create wayfinding signs and permanent way finding public art pieces to generate more sales from nonlocal customers driving through town and residents from neighboring communities. Plan and implement training programs to improve the quality of work and service provided by businesses in Siler City. Take advantage of television based tourism. For example, in nearby Mt. Airy, North Carolina Aunt Beas Barbeque and Aunt Bees Room are businesses based on the former Siler City resident who played Aunt Bea on Television. Siler City should develop tourism and retirement attractions to attract outside fans of rural small towns portrayed on Televisions Andy Griffith. Create brochures promoting Siler City as a location for Senior Citizens to retire Design a Web site featuring Siler City as a distribution hub linking the 1.5 million population Piedmont Triad market and 2 million population Research Triangle Park market. Produce marketing pieces in print and broadcast media profiling successful businesses in the desired industries in Siler City including the Chatham Hospital, NC Arts Incubator, Southern States, and Welford Harris. Create an ambassador program for Siler City businesses. Educate employees and staff about the revitalization of Siler City. Distribute flyers about the mission and plans for downtown to create support for the projects. Provide materials to businesses explaining the availability and benefits of the Chatham Small Business Center, Small Business Technology & Development Center, Service Corps of Retired Executives (SCORE), Industrial Extension Service, and NC REAL. Create Arts District directional signage to Downtown Siler City and promote it with banners, signs, promotions and events. Write business development, business retention, and business attraction plans.

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References AirNav. Air Nav: 5w8 Siler City Municipal Airport (accessed July 16, 2011). http://www.airnav.com/airport/5W8 American Association of Airport Executives. "A Focused Marketing Plan for General Aviation Airports." Alexandria, Virginia (2006). http://gaairportcoalition.org/documents/GAAirportMarketingPlan.pdf (accessed July 16, 2011). Barkley, David L. "Employment Generation Strategies for Small Towns: An Overview of Alternatives." Regional Economic Development Research Laboratory, Clemson: Clemson University (2001). Blakely, Edward James, Nancey G. Leigh, and Foundation Russell Sage. Planning Local Economic Development: Theory and Practice. Los Angeles, Calif. [u.a.], 2010. Brun, Lukas C., and G. Jason Jolley. "Increasing Stakeholder Participation in Industry Cluster Identification." Economic Development Quarterly 25. 3 (August 2011): 211-220. Burnier, Delysa. "Economic Development and the Politics of Place, Empowerment, and Social Justice: A Review Essay." Economic Development Quarterly 12.4 (November 1998): 385-391. Feser, Edward. "An Updated Set of Benchmark Value Chains for the United States, 1997." University of Illinois at Urbana-Champaign: Regional Economics Applications Laboratory (2004). Fleming, Rachel C. "Creative Economic Development, Sustainability, and Exclusion in Rural Areas." Geographical Review 98.1 (2009): 61-80. Gill, Hannah E. 2010. Latino Migration Experience in North Carolina: New Roots in the Old North State. (University of North Carolina Press, 2010), 81-2. Gratz, Roberta Brandes, and Norman Mintz. 1998. Cities back from the edge: new life for downtown / Roberta Brandes Gratz with Norman Mintz. (Washington, D.C.: Preservation Press, New York: J. Wiley), c1998., 1998. Irwin, Elena G., Andrew M. Isserman, Maureen Kilkenny, and Mark D. Partridge. "A Century of Research on Rural Development and Regional Issues." American Journal Of Agricultural Economics 92. 2 (2010): 522-553.

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Isserman, Andrew M., Edward Feser, and Drake E. Warren. "Why Some Rural Places Prosper and Others Do Not." International Regional Science Review 32.3 (2009): 300-342. Kolko, Jed David. The high-tech rural renaissance? [electronic resource]: Information technology, firm size and rural employment growth / by Jed Kolko. (Washington, D.C.): U.S. Small Business Administration, Office of Advocacy, (2000), 2000. Lail, Matt. "Art Works as Economic Development." Southern City (March 2009): 4-5. Lane, E. Brent., and G. Jason Jolley. "Siler City Marketing Plan and Business Recruitment Project." Chapel Hill: UNC Center for Competitive Economies (2010). Log into North Carolina. LINC. July 2011. http://data.osbm.state.nc.us/pls/linc/dyn_linc_rframe.show?p_arg_names=geoid&p_arg_ values=19,&p_arg_names=count&p_arg_values=1&p_arg_names=varid&p_arg_values= 7258,&p_arg_names=countv&p_arg_values=1&p_arg_names=year&p_arg_values=2007 ,2002,1997,1992,1987,19 (accessed July 28, 2011). McGuire, Stephen J. and Leslie K. Williams. "Economic Creativity and Innovation Implementation: The Entrepreneurial Drivers of Growth? Evidence from 63 Countries." Small Business Economics (2010): 391-412. NC ESC. Labor Market Information, June 2010. Occupational Statistics Report, Raleigh, NC: NC Employment Security Commission (2010). Nelson, Marla, and Laura Wolf-Powers. "Chains and Ladders: Exploring the Opportunities for Workforce Development and Poverty Reduction in the Hospital Sector." Economic Development Quarterly 24.1 (February 2010): 33-44. North Carolina State University School of Design. "Siler City Design Development Plan." Raleigh: North Carolina State University School of Design (1980): 5-105. Ona, Lucia, Angus Hudoyo, and David Freshwater. "Economic Impact of Hospital Closure on Rural Communities in Three Southern States: A Quasi-experimental Approach." Journal of Regional Analysis and Policy 37.2 (2007): 155-64. Pardington, Joseph. "Grant to Help Reservoir Expansion." Sanford Herald (December 10, 2002). Reese, Laura A., and Minting Ye. "Policy versus Place Luck: Achieving Local Economic Prosperity." Economic Development Quarterly 25.3 (August 2011): 221-236.

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Reese, Laura A., and Raymond A. Rosenfeld. "What Is the Question to Which the Answer Is: Local Civic Culture?" Economic Development Quarterly 15.4 (November 2001): 323326. Reference USA. http://www.referenceusa.com/UsBusiness/Detail (accessed August 2011). Stanley, Thomas J. "The Millionaire Mind." Kansas City: Andrews McMeel Publishing (2001). Sternberg, Rolf. "Regional Dimensions of Entrepreneurship." Foundations And Trends In Entrepreneurship 5.4 (2009): 211-340. Thomas, Karen Kruse. "The Hill-Burton Act and Civil Rights: Expanding Hospital Care for Black Southerners, 1939-1960." Journal Of Southern History 72.4 (November 2006): 823-870. Wagner, Gil E. Honest Selling. 2004. http://www.honestselling.org/books/(accessed September 25, 2011). Zavattaro, Staci M. "Municipalities as Public Relations and Marketing Firms." Administrative Theory & Praxis (M.E. Sharpe) 32.2 (June 2010): 191-211.

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Appendix A

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Appendix B
Siler City Business Phone Script

Hi Mr/Mrs_____! This is ________ with the Chatham County Economic Development Corporation [pause] Are you familiar with the EDC? [If not:] We help businesses in Chatham County from starting up to expanding their business. I am calling to see if you would be willing to complete an online survey for Siler City businesses It should take about 5 minutes. Is this something you could do? When its completed, well be happy to share the results with you. Who should we send the survey to? Whats the email address? Thank you in advance for taking our survey. We look forward to reading your response. You can also get updates on Facebook at ChathamEDC. [If not interested.] Thank you for taking the time to speak with me today. You can also get updates on Facebook at ChathamEDC. [Answering machine] Hi Mr/Mrs _____. (919) 542-8279 I'm calling on behalf of the Chatham County Economic Development Corporation. We're sending you an online survey and I was calling to let you know about it and to ask you to please take a few minutes to fill it out. We look forward to seeing your response. Thank you! General Facts and Information the EDC The EDC is a 501(c)3 economic development corporation that provides support to businesses at all stages of development, from start-up to expansion. We also work to attract companies to move to Chatham County. The EDC markets Chatham County as the preferred location for emerging growth companies. We are helping the town with the Siler City NC STEP committee that is helping businesses with Business Development, Marketing, Pride and Retirement strategies. Were working on encouraging entrepreneurship and a business corridor between Highway 64 and Downtown Siler City.

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Siler City Business Phone Script (Spanish Version)

Hola Sr/Sra_____! Mi nombre es ________ de Chatham County Economic Development Corporation... [pause] Han oido de nosotros? [If not:] Nosotros ayudamos a negocios que estn empezando o creciendo. Estoy llamando para ver si pueden llenar una encuesta en lnea para negocios de Siler City Debe tomar 5 minutos. Podran hacerlo? Cuando terminemos queremos compartir los resultados con ustedes. A quin se lo podemos enviar por [email] correo electrnico? Gracias por su tiempo. Queremos ver sus respuestas. Mientras, pueden visitar nuestra pgina en Facebook: CathamEDC [If not interested.] Gracias por tomar el tiempo de hablar conmigo. Si en el futuro quieren saber ms, pueden visitar nuestra pgina en Facebook: CathamEDC [Answering machine] Hola. Mi nombre es ________(919) 542-8279 Estoy llamando de parte de Chatham County Economic Development Corporation. Estamos haciendo una encuesta y queramos invitarles que participen. Gracias. General Facts and Information the EDC La EDC es una organizacin sin fines de lucro 501(c)3 que apoya a los negocios empezar y a crecer sus negocios. Tambin trabaja para traer ms empresas y trabajos al condado de Chatham The EDC markets Chatham County as the preferred location for emerging growth companies. We are helping the town with the Siler City NC STEP committee that is helping businesses with Business Development, Marketing, Pride and Retirement strategies. Were working on encouraging entrepreneurship and a business corridor between Highway 64 and Downtown Siler City.

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Appendix C
Appendix C is a model Siler City brochure created by UNCG students in the Marketing for Public and Nonprofit Organizations course. The brochure features attractions and a map of the downtown district.

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Appendix D
Appendix D is a sample press release promoting Siler Citys Third Friday Art Walk event.

FOR IMMEDIATE RELEASE

Contact: Name Name@gmail.com (919) ???-????

SILER CITY CONCERT SERIES TO FEATURE THE TREETOP SAILORS

Public invited to hear Rock, Blues, and Soul band on June 17 Siler City, N.C. (June 16, 2011) The NC Arts Incubator will host The Treetop Sailors at the Rotary Sound Stage Courtyard in downtown Siler City on Friday, June 17 at 7 p.m. The concert is free and open to the public. The Treetop Sailors, a band from Boston, Mass. recorded their first album featuring a blend of rock, blues, and soul in January. The Treetop Sailors include Jacob Mecham of Idaho Falls, ID., Vocalist, Jonathan Ellington of Asheville, Guitarist, Nick Casillo of Portland, Conn., Bassist, and Chris Fadely of Atlanta, Ga. Drummer. The founding musicians of Treetop Sailors began as friends in music school. The group came together when next door neighbor and vocalist Mecham joined the band. The group is on tour this summer featuring songs from their self titled debut recording. The Rotary Sound Stage Courtyard is located next to Courtyard Coffee and Soda Cafe at 223B N. Chatham Ave. Local vineyards, including Horizon Cellars, will be in the courtyard for wine tastings. The concert series is part of the towns Third Friday Art Walk, a monthly event featuring open art galleries, studios, artists, refreshments, and live entertainment from 7 p.m. to 9 p.m. The Art Walk and concert series is sponsored by the Siler City Merchants Association and the N.C. Arts Incubator in partnership with Siler Citys Small Towns Economic Prosperity program. _____________________________________________________________ Siler City N.C. Small Towns Economic Prosperity Siler Citys Small Towns Economic Prosperity program includes a diverse group of people seeking to enhance the quality of life for present and future residents by reaching out and functioning as a partner, advisor, and participant in the community. The program, sponsored by the North Carolina Rural Economic Development Center, aims to promote sound growth, economic development and the revitalization of Siler City. ###