Jared Sokolsky, Board Chair, Chapel Hill Downtown Partnership

Invest: spoke with Jared Sokolsky, board chair of the Chapel Hill Downtown Partnership, about preserving Chapel Hill’s character while supporting growth, and creating a stronger year-round economy within the area. “We have found that people genuinely enjoy being downtown, and there is an opportunity for service-oriented businesses and professional firms to contribute to long-term economic growth,” Sokolsky said.

What is the Chapel Hill Downtown Partnership’s approach to balancing the preservation of downtown’s historic character with new development?

Chapel Hill holds a special place in the hearts of many people, particularly alumni and longtime residents. There is a strong sense of nostalgia connected to the businesses and buildings that define the community, and that remains an important consideration in development decisions.

We believe it is possible to strike the right balance between preserving what makes Chapel Hill unique and encouraging economic growth. One priority is supporting businesses that have been here for decades. We do not want to see long-standing local establishments replaced by a revolving cycle of chain businesses. We work to connect those businesses with resources and support that help them remain successful.

We also support development that strengthens the local economy. That can include renovating older buildings to accommodate new uses such as technology companies or life sciences while preserving their character. As Chapel Hill evolves, maintaining that balance will remain important.

What opportunities do you see for strengthening downtown Chapel Hill’s economy beyond the traditional university-driven cycle?

One reason our company chose to locate in downtown Chapel Hill was the opportunity to help build a year-round economy supported by stable employment rather than activity tied primarily to students or game-day visitors.

We have found that people genuinely enjoy being downtown, and there is an opportunity for service-oriented businesses and professional firms to contribute to long-term economic growth. We have already seen businesses establish themselves on West Franklin Street that are not dependent on the university calendar.

Innovate Carolina and The Junction have helped support entrepreneurship and innovation through co-working and lab space. The town has also contributed through incentive programs and partnerships that encourage investment.

There is still work to do. The university remains a critical partner because of the entrepreneurship, research, and intellectual property being generated on campus. Supporting companies that can establish a long-term presence downtown represents a significant opportunity for Chapel Hill.

Which initiatives have had the greatest impact on the downtown community in recent years?

The Partnership focuses on three priorities: keeping downtown clean, promoting a safe environment, and ensuring it remains vibrant.

Following the pandemic, visitors and stakeholders expressed concerns about cleanliness and safety. In response, we increased our efforts in those areas and partnered with Block by Block, a national organization that helps maintain public spaces. Their teams assist with cleanliness, visitor engagement, and identifying issues that need attention.

Those efforts are fundamental because they help create an environment where people feel comfortable spending time downtown. We want people to want to come downtown, not just students or those who are here on game day, but even those within the community.

We also spend considerable time thinking about vibrancy. That means supporting businesses that have long been community institutions while helping newer businesses establish themselves. Several startups and growing companies are contributing to economic activity and creating consistent foot traffic throughout the year.

How do you measure success when it comes to creating a vibrant and inclusive downtown experience?

We look at several indicators. One is foot traffic. We want to see activity throughout the year rather than spikes driven solely by athletic events or the academic calendar.

We also monitor vacancy rates and business turnover. Maintaining strong occupancy levels and supporting businesses that are committed to remaining downtown for the long term are important measures of success.

In addition, we track metrics related to cleanliness and safety. Those efforts help ensure that people feel comfortable visiting downtown and spending time there. Many of these measurements are tracked in collaboration with the town to evaluate progress and identify areas for improvement.

What are the biggest challenges facing downtown businesses today, and how is the Partnership addressing them?

One of the biggest challenges is transitioning from an economy heavily influenced by the university calendar to one that is active year-round. A key part of addressing that challenge is encouraging more residents from the broader area to spend time downtown on a regular basis.

Another important topic is the future development of Carolina North. We are excited about the opportunities it presents, including population growth and expanded economic activity. However, it raises questions about how that growth will interact with the downtown area and how we can ensure strong connections between Carolina North and Franklin Street.

Safety remains another area of focus. Like many communities, Chapel Hill has seen an increase in the visibility of its unhoused population. The Partnership works closely with organizations such as the police department, CARES, and other community partners to support individuals, address needs, and help maintain a safe environment. While there is still work to do, we have made meaningful progress through collaboration.

Are there any upcoming initiatives or events that you are particularly excited about?

Large-scale events hosted by the university have proven especially valuable because they bring visitors to Chapel Hill during periods that are traditionally slower.

In recent years, the community has hosted events ranging from international soccer matches to appearances by the Savannah Bananas. More recently, the NCAA Regional Baseball Tournament also brought visitors to the area.

These events allow Chapel Hill to leverage existing infrastructure while attracting people from across the Triangle and beyond. They create opportunities for local businesses and help introduce new audiences to downtown.

How does the Partnership collaborate with the town, UNC, property owners, and local businesses when planning downtown improvements?

Collaboration is essential to everything we do. Because our funding comes from the town, the university, and private donors, maintaining strong relationships with those stakeholders is critical.

There is ongoing dialogue among those groups through advisory meetings, planning discussions, and other forums where feedback can be gathered and shared. We participate in many of those conversations and help facilitate communication among stakeholders.

Another important role we play is helping distribute information and gather community feedback. We work to reinforce messaging around initiatives and projects while ensuring that concerns and ideas from local stakeholders are communicated back to decision-makers.

Looking ahead, what would need to happen for downtown Chapel Hill to become a more dynamic, walkable, year-round destination?

I would love to see more early-stage businesses establish themselves in downtown Chapel Hill, particularly in areas such as technology, data science, digital health, and life sciences. There is an opportunity to build a stronger entrepreneurial ecosystem similar to what exists in other university-centered communities.

That requires continued support for entrepreneurship through organizations like Innovate Carolina and policies that make it easier for businesses to grow. The town can play an important role by streamlining processes, supporting development, and offering incentives where appropriate.

Attracting investment capital is another important piece. As the entrepreneurial ecosystem grows, we have an opportunity to attract investors and support organizations that can help companies scale.

The university also has a critical role to play. The more successful UNC is at helping launch and support new businesses, the more likely those companies are to remain in Chapel Hill and contribute to the local economy.

Finally, we need to continue expanding residential opportunities downtown beyond student housing. Creating walkable housing options near downtown can help support local businesses year-round. When people can live within walking distance of restaurants, shops, and entertainment, it strengthens the downtown ecosystem.

Those are some of the opportunities we are most excited about as we look toward the future of Chapel Hill.