Statewide film project puts local businesses and outdoor attractions in the spotlight

Visitors and locals alike may have recently noticed film crews throughout downtown Morganton, Valdese, and Lenoir, capturing footage in local businesses. The filming is part of a statewide tourism initiative that will showcase Main Street communities through professional films and photography designed to attract visitors and boost the local economy.

Roseland Pictures, a film company based in Wake Forest, is partnering with the North Carolina Department of Commerce and a Main to Main Trail grant opportunity to promote the state’s Main Street communities.

The Main to Main Trail connects communities that are actively engaged in the Main Street America network, highlighting each town’s downtown district, outdoor recreation, and unique attractions while directing visitors to local tourism resources.

In Morganton, Roseland Pictures visited Morganton Music Patch, Thornwell Books, Thistle and Twig Flowers, Hamilton Williams Gallery & Studio, Merrill Mischief General Store, Toner’s Irish Pub, and the city’s TGIF Summer Concert Series. The production team also captured Lake James, mountain biking trails, and other attractions beyond downtown.

Morganton’s Main Street Manager Makenzie McGinnis said the finished project will include a one- to two-minute promotional film and 24 professional images that Main Street can use to market Morganton through social media, advertising, and more.

“They did a good job of getting a lot of external shots and being able to include more storefronts than just the ones we went into,” McGinnis said. “Our hope is that maybe something like this could come along again and we could do a new set of businesses.”

McGinnis said Roseland Pictures researched Morganton before visiting and selected businesses and attractions that help set the community apart from other Main Street towns.

“We’re just really excited that we had the opportunity, free to us, that they got this grant and were able to provide because it is something that is expensive and not always the easiest for towns to get videography and photography that you can market your town with,” McGinnis said. “Technology’s come a long way where you can do a lot with an iPhone, but you may not have the time or the skill set, and so to be able to have this is awesome.”

The production company also made visits to downtown Lenoir and downtown Valdese last week to showcase the communities’ small businesses and events, according to Brenda Floyd, Lenoir’s main street director. McGinnis noted that the film crew visited about 20 other communities before coming to Morganton.

In Valdese, the film crew visited Buckle & Brew, Old Rock School, Highlands Butchery, Waldensian Heritage Museum, Waldensian Presbyterian Church, Le Phar des Alpes Bocce Courts & Play, Mill Town Social House, Myra’s Smashburgers & Creamery, and Saloon on Bobo, according to Morrissa Angi, the town’s director of community affairs and tourism.

“The completed feature will be used to promote the uniqueness of our community and will connect Valdese to other Main Street communities through the N.C. Main to Main trail across N.C.,” Angi said.

Angi noted that the crew returned to Valdese during better weather to get shots of the town’s outdoor attractions, including Valdese Lakeside Park, McGalliard Falls Park, Highlands Family Farm, The Arrival, and downtown’s Centennial Fountain and 125th mural. The Old Colony Players cast of From This Day Forward were also featured at the Trail of Faith.

“We truly appreciate the cooperation from our businesses and attractions to help us create this promotion that will be used in a variety of social media applications and other marketing ventures,” Angi said.

Morganton, Lenoir, and Valdese are all in the Main to Main Trail’s Northwest region, which also includes Boone, Hickory, Marion, Newton, North Wilkesboro, and Spruce Pine.

The project comes as Morganton and Lenoir continue to gain recognition through the state’s Main Street program. The two cities, along with Hickory and Marion, were recently among the 49 North Carolina communities to earn Main Street America accreditation, a designation that recognizes preservation-based economic development and downtown revitalization efforts.

“We’re always proud to show off downtown Morganton, and I think this will be just another step in being able to showcase all that we are and all that we offer, even for locals that might not have known,” McGinnis said.