Industrial lineage runs deep in the Triad region, reaching back to the enterprising Moravians who settled Salem, N.C., in 1753. Over time, the area would evolve into a regional manufacturing stronghold, powered by tobacco, textiles and furniture manufacturing.
With these industries in varying stages of long-term decline, the region continues to experience multipronged economic renewal via expanding sectors including aerospace, arts and culture, defense, education, healthcare, life sciences and transportation. The regeneration is fertile in more ways than one, as in the case of High Point-based company BuzziSpace.
Featured in the October 2017 edition of IndustryWeek, this Belgian manufacturer of “acoustical furnishings that absorb sound to reduce noise and provide privacy in imaginative designs” moved into a century-old former textile mill in 2014. Presently on course to nearly triple its employee base from 40 to 115, the company created a community garden in front of its new headquarters.
“Our employees planted fruit trees, vegetables, berry bushes and Muscadine grapes,” stated Tom Van Dessel, CEO of BuzziSpace. “At first, the vegetables and berries will be shared by our employees, but when the crops are larger, they will be shared with the surrounding community. We want what we are doing to be an example to others to do similar things. We are surrounded by small ‘mill’ houses that may still be occupied by former workers of the textile mill. Now, we are hiring some as workers.”
It’s a pitch-perfect example of renaissance in the Triad, where consciousness around achieving health and wellness in its various forms is influencing convention center design, off-agenda activities and more.
WINSTON-SALEM
Health and wellness are deeply rooted in North Carolina’s historic fifth largest city, courtesy of the early Moravian settlers who used gardening for food, for community engagement and connections—and medicinal purposes. Historic Bethabara, the national landmark site of North Carolina’s first Moravian settlement from 1753, features reconstructions of “Hortus Medicus,” the nation’s oldest known medical garden, and oldest known colonial community garden.
There’s another medicinal garden at the Vierling House in Old Salem, with other group-capable havens including the Old Salem Museums & Gardens, Reynolda Gardens, Paul J. Ciener Botanical Gardens and Tanglewood Park.
Today, the City of Arts and Innovation is blossoming with redevelopments such as the Twin City Quarter convention complex.Encompassing the Winston-Salem Marriott, Embassy Suites Winston-Salem and newly reinvented Benton Convention Center (see Latest + Greatest, page 90), the complex was created with delegate well-being very much in mind.
“Our destination is ideally suited to meet the industry’s growing attention on mental wellness, with programming and offerings at hotels and other venues that address the needs of both body and mind,” said Richard Geiger, president of Visit Winston-Salem. “This was a large part of the inspiration behind the reinvention of our Benton Convention Center, which incorporated a number of thought-provoking original art installations and calming visual and spatial elements to foster the creative spirit and thoughtful outcomes.”
Attracting bookings such as a multiyear commitment from the NC Craft Brewers Conference, the Center is also proving healthy for the bottom line.
“The renovations of the Benton are already positively impacting the destination and making us more attractive to planners who are looking to commit long term,” Geiger stated.
Opened in April 2016, the Kimpton Cardinal Hotel has its own health and wellness orientation. Reviving the landmark 1929 R.J. Reynolds Building, the 174-room property, offering 6,375 square feet of meeting space, features a nearly 2,000-square-foot Rec Room with bowling alley, basketball, adult-size twisty slide and more. Guests also have complimentary bikes, 24-hour fitness center, and in-room yoga mats and spa services. The Cardinal also partners with The Breathing Room, a center for yoga, arts and wellness, on classes and group events.
PageBreakOutdoor activities include yoga and fitness classes at Bailey Park, an urban green space at the LEED Gold-certified Wake Forest Innovation Quarter. Close to the Cardinal, this high-tech, multiuse “knowledge hub” includes a dedicated conference center.
With customized programs for groups, Triad ECO Adventures offers Segway tours of downtown, electric bike excursions, and stand-up paddleboard lessons and tours. At Divine Llama Vineyards, northwest of the city, groups can trek with llamas and sample award-winning wines.
GREENSBORO
Textiles are the very fabric of Greensboro’s history. Denim is dominant in “Jeansboro,” home since 1998 of global multi-brand apparel powerhouse VF Corporation, with Wrangler jeans among its leading lines. However, continuing a long downward trend, Greenboro has lost much of its former textile strength.
Most recently affected was local icon Cone Denim, founded in 1891. Opened in 1905, the company’s third plant, in White Oak, became the largest denim plant in the world. This month, after operating for 112 years, the plant was scheduled to close.
The future looms large in other areas, however, as Greensboro continues to evolve a new manufacturing era based on innovation, including aerospace, biotechnology, defense, wireless components, electronics and logistics.
“Tournament Town” is also in great shape on the athletic front. This month, USA Diving brings its Winter National Championships to the Greensboro Aquatic Center (GAC), as nearly 150 of the nation’s best divers compete for 10 national titles. Representing the third national championship competition that USA Diving has brought to Greensboro in the last five years, the event will include the selection of divers for the Youth Olympic Games qualifying meet in 2018.
The GAC is part of the Greensboro Coliseum Complex. Offering 197,000 square feet of space, the complex has booked six future NCAA Championship events, including the first two rounds of the 2020 Division I Men’s Basketball tournament.
HIGH POINT
This city at the “high point” of the North Carolina Railroad was once the epicenter of America’s furniture industry. While those manufacturing days are gone, the legacy lives on in numerous area furniture showrooms, and at the High Point Market, home of the world’s largest furnishings industry tradeshow.
Utilizing some 11.5 million square feet of space in 180 buildings, this mega-event, running for one week in April and another in October, features 2,000-plus exhibitors from 100-plus countries.
To help expand its group appeal beyond these two blockbuster weeks, each attracting some 75,000 attendees, High Point is nearing an announcement on downtown revitalization efforts, reportedly to include a convention center and multiuse stadium. In the meantime, the city has groups well covered with outdoor activities and variety of other programs, as High Point Convention & Visitors Bureau CEO Tim Mabe explained.
“Whether walking, rowing, golfing or participating in other sports, High Point has health and wellness options for every skill level, including 42 parks, lakes, and easy access to a wide variety of hiking or walking trails, with year-round scenic beauty as a bonus,” Mabe said. “Additionally, the bureau has developed several meeting and convention packages for groups to learn more about High Point’s furniture heritage, including downtown walking tours of some of the world’s premier home furnishings showrooms. We also offer group teambuilding packages at local attractions such as Kersey Valley, where unique outdoor activities include a ropes course, ziplines and laser tag.”
For a unique seasonal weekday option, groups of 20 or more can tour the All-A-Flutter butterfly farm.
