3 min read November 2023 — In an interview with Invest:, Matthew Coppedge, president and CEO of Garner Chamber of Commerce, highlighted how the Triangle region is increasingly seen as a unified urban center, the importance of developing unique marketing and branding strategies for businesses, and shared ways through which chambers can be innovative and engaging.
What are some of the key industries within the region and opportunities for business growth and development?
We’re experiencing significant growth in the Triangle area, particularly in Garner. Currently, we have around 6,000 to 8,000 houses under construction as Garner’s population is set to increase from 35,000 to 50,000 over the next three years, driven by this robust residential construction and our proximity to downtown Raleigh, just a 10-minute drive away. Thus, the housing market is still active, with homes selling even in the face of higher interest rates.
As for industries, the industrial and distribution sectors are thriving, especially with the presence of Amazon’s fulfillment center, which generated 5,000 jobs in Garner alone. This strategic location near I-40 and Highway 70 makes it an ideal spot for distribution. Additionally, drawing inspiration from initiatives like Durham’s innovation district, we’re actively promoting life sciences.
Lastly, the future of office spaces remains uncertain, which is a nationwide trend. Nevertheless, we’re observing remarkable growth in areas such as life sciences and technology entrepreneurship.
How has the chamber contributed to the success of businesses in the community?
We are taking a unique approach here as my plan was to break away from the traditional chamber model. When I began in February 2020, just as the pandemic hit us, we were offering half-off newspaper ads as a member benefit, which wasn’t very relevant or engaging. We’ve since revamped our approach to have a co-working space available for chamber members and a podcasting studio sponsored by Coastal Credit Union. We’ve prioritized assisting businesses with marketing and branding. Recently, we also launched a YouTube show called “Showdown,” where we engage with the community differently. For example, we visited Chick-fil-A, one of our members and let customers pick envelopes with a chance to win $100 cash or a Chick-fil-A gift card. It’s a fun way to promote our members that resonates with the social media-savvy audience.
We’ve also featured local businesses in entertaining ways, like playing trick-shot pickleball with the mayor or having contests at various businesses. Furthermore, we’ve partnered with marketing service providers like Staples, offering discounts for chamber members.
In December, we’re launching a week-long, 3-hours-a-day, Marketing Boot Camp, where businesses can learn how to tell their story effectively, create videos and implement their marketing strategies practically. Unlike traditional lunch and -learns, our boot camp will provide actionable content that participants can immediately use.
What do you believe will be the model of a ‘chamber of the future’?
15 years ago when I worked in a similar organization in Durham, I attended a chamber meeting, which was a business breakfast and I thought that chambers would become obsolete if they didn’t change their ways as the event wasn’t very useful for me. Ironically, I’m running one now, but I genuinely feel that if chambers don’t adapt and innovate, they could face challenges just like other civic organizations, nonprofits and companies in general, who are all struggling to attract younger members.
The challenge lies in engaging the younger audience who are immersed in platforms like TikTok and Instagram Reels, getting their information and engagement there. In the next five to ten years, these are the individuals we’ll be trying to connect with. So if we don’t figure this out now, we might face difficulties in attracting and retaining them as members in the future.
What benefits and opportunities do office spaces offer to local businesses and professionals?
Considering the current state of the office space market, we made a significant move by launching our co-working space in 2021. It became evident that with the increasing trend of people working from home, especially with situations like mine where we had a new baby in the house, it’s not always easy to focus and be productive. So, having a dedicated space, where you might bump into other individuals with like-minded ideas and interests, is a real asset.
Now, regarding our podcasting studio, we believe it represents the future of content creation. We have seen young professionals who are eager to dive into podcasting and utilize the studio, which is a trend that is slowly gaining popularity, especially among the 25 to 39-year-old demographic.
From a branding perspective, our co-working and podcasting spaces have received a positive response. People find them cool and innovative. Overall, these spaces contribute to a sense of excitement and collaboration within our community.
What are the primary challenges businesses face in the current economic landscape?
Hiring remains a significant challenge in numerous sectors in our area and the country. For instance, I recently spoke with a Chamber member who is a CPA. In the world of accounting, multinational firms have been outsourcing tasks like tax returns for years, which presents a catch-up challenge for smaller firms that haven’t ventured into this territory yet. Compounding that issue is that many young professionals today aren’t pursuing careers in these fields, which makes it difficult to find qualified candidates.
Beyond the accounting industry, companies across the board are struggling with hiring. Benefits and pay packages are key factors and it’s becoming clear that just offering competitive salaries might not be enough to attract and retain talent. Creative benefits can make a real difference. For instance, some companies are now including pet insurance as part of their benefits package while others offer personal shopping services.
The challenge of attracting more customers is a constant concern for businesses, which is why our focus on marketing assistance is essential. Companies will always need help in this area. And that’s where our marketing boot camp comes into play. We aim to help businesses develop a targeted and effective marketing strategy tailored to their specific needs.
Lastly, understanding the consumer’s perspective is crucial. Often, businesses struggle to communicate their value effectively. For instance, I worked with a security company that initially focused on selling security systems. However, what they were truly selling was the feeling of safety and peace of mind for families. By shifting their messaging, they experienced significant growth. This challenge of aligning with the customer’s perspective is one that many businesses face.
What opportunities can businesses located in Garner leverage to expand their reach and growth?
One common theme that’s been emerging from my conversations with residents, business owners and investors here in the Triangle is the notion that this entire region functions as one big city. The Triangle area, which includes cities like Raleigh, Durham and Garner, is effectively a unified urban center, despite having its distinct communities.
Garner specifically, is just a 24-minute drive away from the airport and while that may not hold true during rush hour, it’s still a remarkably short commute. This means we have a vast customer base that Garner’s businesses may not have fully tapped into. Instead of focusing solely on the local population of around 35,000, we need to think bigger and consider the entire two to three million people in the Triangle area as potential customers.
This perspective applies not only to Garner but to all the communities surrounding Raleigh. As we continue to grow, it presents us with tremendous opportunities in the coming decades. Take the Research Triangle Park (RTP), for example. Back in the 1960s and 1970s, it was conceived as a way to retain talent within the Triangle region rather than seeing graduates leave for places like New York or San Francisco. RTP was created to foster innovation and job opportunities locally and it’s a testament to the forward-thinking approach of our region.
What is your outlook for the chamber and the broader region over the next few years?
We’re on the cusp of some exciting developments in Garner. One notable project is the approval for a new WakeMed Hospital as part of a large mixed-use development. This area, known as White Oak, has been a significant shopping hub with stores like Target and Kohl’s. However, this new project represents a substantial mixed-use development on a grand scale, spanning approximately 225 acres. It’s dubbed the E District and includes a WakeMed Hospital with a focus on mental health facilities, alongside traditional hospital beds. This development also incorporates apartments, retail spaces and potentially some office facilities. This is a substantial step forward and signifies a significant shift in commercial development, bringing it closer to our residential areas. As we see more residents moving in, there’s a growing demand for amenities and this development aims to meet those needs.
Additionally, the completion of the I-540 loop around Raleigh, a major highway project, is approaching its final phases. This loop has been a long-awaited addition and should be finished by late 2024 or early 2025. This is a game-changer in terms of accessibility and is likely to accelerate growth in the region.
Looking ahead, our primary focus at the chamber over the next five to ten years is to attract developers who genuinely want to invest in our community. We’re not just seeking developers looking to minimize their investment, build their projects and move on. We want developers who will be actively engaged in the community. This focus is essential because we’ve seen cases where older shopping centers, which need revitalization, end up pushing out long-standing businesses. We’re working on policies and incentives to ensure this doesn’t happen and we want to make sure that wealth is created within the community for both long-time residents and businesses.
This approach naturally leads to discussions about affordable housing and ensuring that growth benefits everyone. It’s not just about shiny new buildings and businesses; it’s about preserving the character and sustainability of our community. Balancing growth and preserving the well-being of existing residents and businesses is a challenge that many communities face. It’s about growing smartly and inclusively.
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