Jim Morasso, Chair, Gaston Business Association

Invest: sat down with Jim Morasso, chair of the Gaston Business Association, to discuss Gaston County’s business climate, downtown revitalization, and the role of adaptive reuse in reshaping Gastonia’s future. “Gaston County is in a strong position because it has a chance to grow, with intention,” Morasso said.

How would you describe the current business climate in Gaston County, and what has changed over the past year?

I would say Gaston County’s business climate is stronger today because growth is being matched with coordination. It is no longer about isolated wins. It is about building a more competitive and investable county. One of the biggest changes over the last couple of years is that Gaston County is becoming more visible. It remains an affordable market; it has excellent highway access through routes such as 74, 321, 485, 85, and 77, and it is also close to Interstate 40. That makes it ideal because of its proximity to Charlotte, while still maintaining its own identity.

How has the perception of Gastonia evolved among investors, businesses, and residents?

The perception has changed significantly. For a long time, many people viewed Gastonia through an outdated lens, and I was one of those people 11 years ago. I lived only about 20 miles away, but I had never really driven through it and was relying on secondhand impressions. What I found instead was a place with tremendous potential.

Through the Gaston Business Association, we launched a project called Reimagine Gastonia with Terry Shook, who has been involved in the development of other areas around Charlotte. The point was to challenge old assumptions and show people what is actually happening on the ground. If you look at places such as NoDa, South End, and Plaza Midwood, those areas took time and vision to develop. Gastonia is at an earlier stage, but it has a great palette. It is underused, but it is a workable canvas for people who have a steward’s heart and want to make meaningful change. Over the last decade, it has been remarkable to watch that growth take shape.

You have been closely involved in restoring and repurposing downtown buildings. What is driving that momentum, and where do you still see challenges?

There are always challenges, but my work in Gastonia comes from a steward’s heart. When I first came here, it was reluctantly. I was looking at an old movie theater, the Webb Theater, which had previously been converted into a restaurant. The moment I walked into that space, I felt there was something special there. I called my fiancée at the time and told her we were opening a restaurant in Gastonia. She thought I was crazy.

Ten years later, Webb Custom Kitchen has become a centerpiece of the community. Gastonia has grown from around 75,000 people to 85,000, with projections that it could exceed 105,000 within five years. In that time, Webb has served more than 2 million people. We have been featured by Forbes, Architectural Digest, and Smithsonian Magazine. That kind of recognition says something not just about the restaurant, but about the city and the community supporting it.

The momentum today is being driven by a combination of local pride, private investment, and stronger collaboration with public officials. The challenge, of course, is that adaptive reuse is not always the easiest or the cheapest path. But if you care about preserving the grandeur and history of a place, sometimes it is the right one.

How do you balance preservation with creating financially viable projects that bring new life to downtown?

I am a strong advocate for history because understanding where you came from helps you see where you can go. Gastonia was once a wealthy city, and Gaston County played a major role in supporting the country’s industrial strength through textiles and manufacturing. Over time, the economy changed, and the city and county did not pivot quickly enough. That created challenges, but it also created opportunities.

One example is the old Rustin Furniture Store, which dates back to 1904. The building was in such poor condition that it would have been easier, and probably cheaper, to tear it down and rebuild. But then you lose the history. So we chose instead to preserve it and give it a contemporary use. We created three high-end condominiums with large balconies in the front and back. All three have been leased, and all three are expected to be purchased by the end of the year, each at just under $1 million. In a city like Gastonia, that is significant. It also sends a message that there is demand for elevated downtown living.

We are also incorporating culture into these spaces. We are working on an annex connected to the Hugh McColl Center that will include a gallery, studios, and an interactive wine bar. Downtown does not need more outdated uses. It needs art, culture, dining, and experiences that make people want to spend time there.

Tell us about some of the other redevelopment projects you are working on downtown.

One of the most important is the former Citizens National Bank building. It is a 30,800-square-foot structure with deep roots in Gastonia’s history. It later became a municipal building, but when it became available, we acquired it with a different vision in mind. Our goal is to bring more people back downtown who live, work, and engage with the city.

Part of that project includes a wellness-focused use with Atrium Health, along with rehabilitation services. We are also creating a pass-through that opens access to more than 100 parking spaces. In many downtowns, people say there is a parking problem, but often there is more of a walking problem. If you improve access and connectivity, you increase the value of the area and make it more usable.

The project will also include a restaurant called The Fed, a bar called the Gold Bar, and a business club called the Exchange. That club is especially important to me because it is intended to keep business intellect alive in downtown Gastonia and create more interaction between seasoned entrepreneurs and younger business leaders. There is also a 4,000-square-foot condominium planned for the top floor, which adds another layer of luxury residential living downtown.

What are you seeing in terms of demand for residential and mixed-use development?

The demand is real. We currently have multiple major projects in the pipeline that would add more than 500 units to downtown Gastonia through a mix of residential and retail development. Some of those projects are already in the design stage, and groundbreaking should happen within the year. One even includes a parking deck to support additional residents, retailers, and visitors.

That growth supports the live, work, play model that people increasingly want. Charlotte’s cost of living is also working in Gastonia’s favor. For many people, Gastonia feels far more affordable while still offering access to the broader region. My view is simple: this is the time to buy and build before you need it, not after.

How is that growth affecting the labor market and business community?

There is a good workforce here. At Webb Custom Kitchen alone, we have 94 associates, 47 of whom have been with us for more than two years, and roughly half have been with us three years or longer. That kind of retention tells you something about the culture of the company, but it also says something about the workforce in Gaston County. There is dedication here.

The city and county have also done a good job of helping people navigate development. They do not lower standards, but they do work with you. Permitting, fire, inspections, and building code teams are engaged and accessible. That collaboration matters, especially for developers trying to move projects forward responsibly.

What is your long-term vision for Gastonia and Gaston County?

Revitalizing downtown is essential, and the city and county are ready for it. What is driving this moment is stronger public-private collaboration, downtown reinvestment, and spillover from Charlotte. Gaston County is also attracting international companies and investment that many people still do not fully recognize.

What still needs work is continued investment in workforce, infrastructure, housing options, and recruitment strategy. But the opportunity is enormous. Gaston County is in a strong position because it has a chance to grow, with intention. If we stay focused on walkability, parks, dining, entertainment, and quality living, then we can build a community that honors its past while preparing for a strong future.