Summary

I created and launched the Go Mt. Airy branding initiative and the Business Association of Mt. Airy to unify the corridor’s identity, support small businesses, and sustain long-term commercial district management. The Business Association had a fee-based operating structure with tiered memberships and marketing benefits centered around a destination website, promotions and campaigns that elevated local visibility.

My Role

• Conceived and directed the initiative’s strategy and business model

• Built the membership structure and defined service offerings

• Oversaw development of the Go Mt. Airy brand and digital presence

• Coordinated the design and distribution of signage, street banners, and promotional campaigns

Approach

To replace expiring grant funding, I developed a dues-based Business Association that offered real value to small businesses through visibility and unified identity. I led the creation of the GoMtAiry.com destination website, which promoted local commerce and shared district information. I complemented this with integrated campaigns, seasonal programs like Brunch Sessions, wayfinding banners, and branded merchandise—all aligned with corridor goals.

Outcomes

• Association launched with 80 members in its first year

• Enhanced corridor recognition and cohesion through unified branding

• Increased local business visibility online and in print

• Secured a sustainable revenue stream to support corridor management