Rod Crider, President & CEO, Rowan EDC

In an interview with Invest:, Rod Crider, president and CEO of Rowan EDC, discussed the county’s significant milestones over the past few years, the impact of infrastructure improvements, and the strategies employed to rebrand and attract both businesses and residents to the region.

What are some key milestones and achievements for the EDC over the last few years?

To provide some context on Rowan County, we need to go back 20 years. In 2004, Cannon Mills, a major textile company, shut down, laying off 4,000 people, marking the largest layoff in North Carolina history. Since then, Rowan County has worked hard to diversify and strengthen its economy. A significant change in political leadership in 2014 ushered in a new era of promoting the region as business-friendly, which was not always the case before. Additionally, the completion of the I-85 widening in 2019, which upgraded from two lanes to four lanes, eliminated a 20-minute construction delay, making us seem much closer to downtown Charlotte and the Charlotte airport, increasing business interest.

How has Rowan County rebranded itself to attract businesses and change perceptions?

We undertook rebranding efforts in 2016, unifying various organizations under the Be Original tagline, which helped create a stronger brand. This included the Your Rowan initiative, a lifestyle website promoting the county’s positive aspects, which helped change internal and external perceptions. Furthermore, we invested in industrial parks and speculative buildings to attract developers and businesses. The first spec building was eventually occupied by a local business needing expansion, which, although not our original goal, was a positive outcome. This success attracted NorthPoint Development, which built a facility for Chewy, the online pet retailer.

What recent investments and developments have significantly impacted Rowan County’s economic growth?

All these efforts led to more than 20 million square feet of new spec space planned, built, or under development in the last few years. About one-third of this space is already built and occupied, another third is under construction, and the rest is planned for the next three to five years. This growth has transformed us from a laggard to a leader in the region’s economy, attracting diverse developers from across the country. In the last 18 months, we’ve secured significant investments, including Macy’s fulfillment center, a 2.1-million-square-foot, $665-million facility that will be highly automated and mechanized; Chick-fil-A’s distribution center, which is part of their new regional distribution model to better meet demand; and DHL Supply Chain’s 700,000-square-foot facility to serve Eli Lilly’s nearby manufacturing plant. These achievements reflect our evolution from economic struggle to success, demonstrating the effectiveness of our long-term strategies.

How does Rowan County’s location contribute to attracting and retaining a skilled workforce?

One of our key advantages is our location. Positioned between the Charlotte metro region and the Piedmont Triad region, including Winston-Salem, we’re about 45 minutes from each. This used to be seen as a disadvantage, but the widening of I-85 has significantly improved access, making it easier for people to travel farther and faster to jobs. Within a 45-minute drive, we have a labor force of 1.4 million people, which is substantial and comparable to areas much farther south, like Atlanta. This broad geographic area allows us to attract and retain talent more effectively.

What strategies does Rowan County employ to attract new residents and highlight its livability?

In addition to our strategic location, we’ve shifted some of our efforts from attracting businesses to attracting people. Charlotte gains about 35,000 new residents annually, and we aim to capture a fair share of that growth. We promote Rowan County’s livability, emphasizing the benefits of a small-town lifestyle with easy access to big-city amenities just 40 minutes away. This includes professional sports, concerts, and theater, all while offering a lower cost of living and a slower pace of life.

A unique service we provide is a concierge program to help potential new residents feel at home. If someone is considering a job here but is unsure about the community, our concierge, Mollie, meets with them to address their concerns. Our website, ChooseRowan.com, features profiles of people who have moved here, helping potential residents find others with similar interests. This personalized approach includes information about social scenes, recreational activities, and overall lifestyle in Rowan County, which has helped secure new employees for local companies.

Additionally, we work closely with our local colleges to connect students with part-time job opportunities while they study, hoping to transition them to full-time employment post-graduation. With more colleges in our county than in any other in the region, this collaboration is crucial. These efforts collectively set us apart from neighboring areas and make Rowan County a desirable place for a skilled workforce.

What is your outlook for the county and its economic development over the next few years?

The outlook for the county and its economic development over the next few years is very positive. We’ve discovered that having existing shovel-ready sites or buildings significantly drives companies’ location decisions. Companies increasingly prioritize moving into existing buildings rather than waiting 18 to 24 months for new construction unless they have a long-term vision or need specialized facilities. While we still see some greenfield projects, most of our recent activity involves companies seeking ready-to-use spaces.

The availability of these new buildings will continue to attract interest and help us bring in new companies. However, we are mindful of managing growth to avoid the potential problems that come with rapid expansion, such as ensuring we have adequate resources for new schools, road infrastructure, and water and sewer capacity. We aim to balance attracting new companies and residents with maintaining the quality of life and infrastructure in our community.

Overall, given our strategic location, improved infrastructure, and efforts to market Rowan County effectively, we expect to remain a strong and competitive choice for companies looking to locate in the Charlotte metro region.