The only publication dedicated to business in Onslow County onslowbusiness.com
September 3, 2026 Vol. 3 Issue 9
OMH Achieves Success in Patient Care and Leadership Victoria Morales, PR and Marketing Manager Onslow Memorial Hospital Onslow Memorial Hospital recently concluded its fiscal year with significant achievements, including improved patient experience scores, a strong financial position, and numerous accolades from both local and national organizations recognizing excellence in quality, patient care, and leadership. Onslow Memorial Hospital was recognized by the American Heart Association’s Get with the Guidelines program for quality improvement in stroke and heart failure care. This program promotes the adoption of evidence-based practices to enhance patient outcomes. The hospital earned the Silver Plus Award for Heart Failure, including the Target: Type 2 Diabetes Honor Roll, and the Gold Plus Award for Stroke, accompanied by the Target: Stroke Honor Roll Elite and Target: Type 2 Diabetes Honor Roll. These awards underscore the dedication of OMH staff to advancing healthcare for Onslow County and neighboring communities. Further highlighting its commitment to innovation, OMH secured four prestigious awards from the Emergency Nurses Association (ENA), a leading national organization dedicated to advancing emergency nursing. Honors included the Media Award for
the ‘Path to Care’ campaign, the Team Award, and the Nursing Educator Award presented to Nancy Pate, Emergency Department Nurse Educator. Most notably, OMH earned the Lantern Award, which celebrates emergency departments demonstrating outstanding performance in leadership, practice, education, advocacy, and research. The award submissions emphasized improvements to patient intake processes, removal of barriers to care, and enhanced timeliness, resulting in measurable gains in key benchmarks and patient satisfaction. These achievements are a testament to strong leadership and a dedicated workforce. Dr. Penney Burlingame Deal, President and CEO of Onslow Memorial Hospital, was honored with the 2025 Marine Chevrolet Jacksonville Onslow Woman of the Year Award by the Jacksonville Onslow Chamber of Commerce. Dr. Burlingame Deal is recognized for her unwavering commitment to the hospital and community. Her unique background as both a seasoned business executive and a trained nurse has enabled her to drive operational excellence while maintaining compassionate, patient-centered care. While Onslow Memorial Hospital celebrates these
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accomplishments, its leadership remains focused on continuous improvement and strategic growth to serve the community’s evolving healthcare needs.
Topsail Chamber Awards .............. 2 Google Business Profile AI Ready? .. 3 Coastal Fury Seeking Sponsors... 3 Hidden History of Bell Fork Businesses .... 4 Networking Opportunities....... 5 New JOED Operations Manager ............ 6 Jacksonville Chamber Awards .. 6 Swansboro: Small Town Feel .......... 7 Movement Toward Doing Good ......... 8 Cookin’/Servin’ at Share the Table .... 9 Business Movements ......... 10 Employee Retention Strategies .......... 11 Clear Focus, Steady Hands ............... 12 Back-to-School Reset ................ 13 County Tourism Economic Impacts . 13 Holly Ridge Purchase ............ 14 Training Opportunities....... 15 Business Success Summit .............. 16
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Annual Awards presentation at Chamber’s Sept. 23 luncheon By Tammy Proctor, Executive Director Greater Topsail Area Chamber of Commerce The Greater Topsail Area Chamber of Commerce & Tourism will present their annual awards at the Sept. 23 membership meeting. “This event is a celebration of excellence,” said Tammy Proctor, director. “It is a time to report the achievements of the Chamber and honor our members. Awards presented include: The Volunteer of the Year Award is presented to a Chamber member whose service is acknowledged and appreciated. Non-Profit of the Year is presented to the organization that makes an impact on our community.
The Businessperson of the Year is presented to an outstanding businesswoman or businessman who has achieved success and recognition in his/ or her field. The Hospitality Business of the Year is presented to a tourism-related business that excels in customer service and providing tourists with a true Topsail experience. Business of the Year Award is presented to a business that has received recognition, accolades, and community respect. The Lifetime Achievement Award is presented to a longserving business or a businessperson with a hearty tradition of service in the community.
The event includes a catered lunch by Surf City Line. Hosted by the Historical Society of Topsail Island at the Historic Assembly Building, 720 Channel Blvd. in Topsail Beach. Doors will open at 11 a.m. There will be a silent auction offering Chamber member goods and services.
RSVP to the luncheon on the Chamber’s website: https:// business.topsailchamber.org/ event-calendar/Details/annual -chamber-awards-luncheonand-silent-auction-20261885436?sourceTypeId=Hub Check out the Events Calendar for more opportunities: business.topsailchamber.org/ event-calendar
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September 3, 2026
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Is Your Google Business Profile Ready for the Age of AI? By Brian Vinciguerra
Imagine someone in Jacksonville pulls out their phone and searches: “Who can repair a leaking water heater near me today?” That’s very different from the traditional search for “plumber Jacksonville NC.” The first search tells Google much more about what the customer needs: the service, the problem, the location and the urgency. And increasingly, customers expect Google and AI-powered search to sort through available information and recommend businesses that fit those needs. Now ask yourself a different question: Does Google know enough about your business to recommend you? For many small business owners, setting up a Google Business Profile was once simple: claim the listing, add your hours, upload a few photos and move on. That approach deserves another look. The 2026 BrightLocal Local Consumer Review Survey found that 82% of consumers read AI-generated summaries of business reviews. Even more interesting, 42% said they trust AI recommendations as much as traditional review sites. Think about what that means for your business. Customers may no longer read your
reviews one by one. Artificial intelligence can read them first, identify recurring themes and summarize what customers say about you. Being listed, therefore, is no longer the whole objective. Google needs enough accurate, relevant information to understand what your business does, who you serve and why a customer might choose you. Google says local search results are primarily based on relevance, distance and prominence. You can’t do much about distance, but you can help Google understand your relevance. Make sure your hours, categories, services and description are accurate. Your website should clearly answer the questions customers ask. Recent, authentic photos can show customers what you offer. Reviews deserve particular attention. BrightLocal’s 2026 survey found that 74% of consumers only care about reviews written within the previous three months, while 32% specifically look for reviews posted within the last two weeks. A large lifetime review count is valuable, but customers also want evidence that people are having good experiences right now.
Coastal Fury Seeking Business Sponsors Coastal Fury Sports is a local 501(c)(3) nonprofit with three softball teams and one baseball team. They focus on player development, teamwork, accountability, character, and keeping competitive travel sports affordable for local families. They are currently inviting women-owned businesses and local women professionals to sponsor these amazing 10U girls. Sponsorships help cover tournament fees, fields,
uniforms, equipment, travel, and player development. There are a number of sponsorship opportunity levels available. Custom partnerships, in-kind support, promotional assistance, and contributions of any amount are also greatly appreciated. Contact Ryan Boutwell, Coastal Fury Baseball Coach & Proud 10U Softball Parent, at chefboutwell@gmail.com, for more information.
Instead of occasionally campaigning for reviews, make requesting honest feedback part of your normal customer follow-up. Google prohibits offering incentives for reviews or telling customers what to write. And don’t forget to respond. Your replies demonstrate that someone is actively paying attention. The goal isn’t to chase every Google update or discover a secret trick for beating the algorithm. It’s to make your business easy to understand, keep your information current and give Google an accurate picture of what you do. Your next customer may search for your business. Or they may simply ask AI where they should go. Either way, make sure the information it finds tells the right story.
Brian Vinciguerra is the owner of Cracked It Escape Games in Jacksonville, NC, a Toastmasters Area Director, and a seminar instructor for the NC Small Business Center Network.
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Uncovering the Hidden History of the Bell Fork Business District When Camp Lejeune was established in 1941 as Marine Barracks, New River, it created new jobs and new Jacksonville residents who came to the area to work on defense projects. The new Marine Corps base also displaced individuals and families who owned property and farmed the land that was taken over by the military. While those individuals were paid for their property, they were required to uproot their families and give up the land they had worked for generations. Most of the African American residents moved across the road to the Bell Fork area. Many took the opportunity to launch businesses there. Deborah Lewis Georges grew up in that area and has been researching its history. The owner of Deb *N* Air Unique Travel says she remembers the businesses that used to line Bell Fork in a tight-knit community. Georges points out that “it was a booming area, booming area.” She adds that residents could walk anywhere they needed to go, whether to a grocery store or a fruit stand. She describes the area as she remembers it growing up in the African American community along Bell Fork: “Across the street was the car wash. On the corner you had two gas stations, a Texaco and of course the Exxon. Businesses were all throughout here. And then over here was where the bike shop was. It was a fruit stand. It was a little mom-and-pop grocery store that was owned by the Spicers.” The Humphrey family owned a significant portion of land that was bought by the military and several members of the Humphrey family opened businesses once they had to move. In fact, George W. Humphrey sold 1,000 acres to Camp Lejeune. Most of the Bell Fork area businesses have since closed. Georges theorizes that larger stores came into the area at a
certain point and most of the “mom and pop” businesses simply could not compete with them. What remains, and what Georges also discovered as she continued with her research, is the George W. Humphrey Cemetery. Members of the Humphrey family as well as other African Americans who lived and worked in the Bell Fork area are buried here, but they all would have been forgotten without her efforts. Georges says she remembered the cemetery from her childhood, but it had become overgrown and neglected in the years since. Homes and businesses used to stand in that area as well. She says, “it was a beautiful area. Growing up here, it was so much fun.”
Above, Deborah Lewis Georges Below, the grave site of George W. Humphrey
After several years away, she and her husband returned to Jacksonville, and she launched her mobile travel company in 2011. Georges says hers is a full service travel agency that will meet people where and when they need to be. She says she is also “fascinated with cemeteries.” She has helped find and restore many others, but the Humphrey cemetery speaks to her in particular, given her own history with the area and the people there. Georges emphasizes that she has had a lot of help finding and clearing the Humphrey cemetery. A group of high school students, a group of Marines, church members, and companies such as Croatan Wood Company and JR Downing have volunteered to help clean out the brush and weeds. The cemetery and the area around hold a great deal of historical significance, Georges emphasizes. She is planning to have a sign made and installed that indicates “this is where all the displacement people came over.” Her goal is to have the “area declared a historical landmark because of what it stood for. And then I would like to have it be part of the African American Trail.”
Below, many headstones have been lost or destroyed over time. Grave sites are marked with flowers as they are discovered.
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Networking Opportunities Business Success Summit Friday, October 9 8:30am-2:00pm Sturgeon City onslowbusiness.com/ conference/
Brainstorming / Networking Monthly networking session for sales professionals in all types of business, sharing ideas and encouragement Thursday, September 24 5:30pm-7:30pm Biagio’s Piazza (between Clove Hitch and Ransom Room) Jacksonville
A Network Empowering Women (ANEW) Thursdays from 9:30 to 10:30 Location changes each month. Check their Facebook page for details on the September meetings.
Greater Topsail Area Chamber of Commerce All events are free. To register visit the Chamber’s website: topsailchamber.org/events.
Note: WomenConnect attendees order from menus at their own expense. WomenConnect in Sneads Ferry October 6, Noon Rick’s Restaurant WomenConnect in Hampstead September 10, Noon Nineteen Restaurant Mornings with WomenConnect September 24, 8:30am Southern Roots Grill Men’s Business Alliance September 8, 8:30am Chamber office Coastal Masterminds September 15, 4:00pm-5:30pm Chamber office Topsail Young Professionals September 8, 5:30pm Surf City Line
Veteran Business Collective Chapter Meeting Thursday, September 17 6:00pm-9:00pm Carolina Ale House, Jacksonville
Breakfast Meeting Friday, September 4, 8am Blend Café
veteransbusinesscollective.org/ chapters-events
Richlands Chamber of Commerce Last Wednesday of each month at 9 a.m. 200 S. Wilmington Street www.richlandschamberofcom merce.com/
Swansboro Area Chamber of Commerce Holds “networking events year-round, including our Business After Hours and General Membership Meetings held monthly.” swansborochamber.org Waterway Women’s Connect September 22, 12 p.m. Preston’s Corner Bar & Grill, downtown Swansboro. RSVP by calling (910)-326-1174
Professional Book Club Dare to Lead Wednesday, September 9 10am-12noon Bistro 1940 618 New Bridge St., Jacksonville
She Means Business Roundtable Meets “the last Monday of each month at a different location within the county.” Check their Facebook page for details on the next meeting.
Jacksonville-Onslow Chamber of Commerce Small Business Council Networking Session October 1, 8:30am Chamber Office https://jacksonvilleonline.org/ project/small-businesscommittee/
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JOED Welcomes Emoni Burgess as Operations Manager Building the Team to Move Onslow County Forward Submitted by Melissa Brandt, CEO Jacksonville Onslow Economic Development Jacksonville Onslow Economic Development (JOED) is pleased to announce that Emoni Burgess has joined the organization as Operations Manager. Her addition strengthens JOED’s ability to execute its strategic plan with greater clarity, consistency, and community focus under the leadership of CEO Melissa Brandt. Burgess brings more than seven years of experience supporting county government and North Carolina Cooperative Extension operations. In those roles she managed complex budgets, coordinated recruitment and onboarding, refined internal processes, and led marketing and communications efforts that produced measurable results. She also directed operations and marketing for the Jones County Heritage Festival, where she expanded sponsorships, increased vendor participation, grew attendance, and deepened community engagement. These experiences translate directly to the practical work JOED must do every day: keeping systems reliable,
making communication clear, and relationships strong so the organization can deliver on its priorities. “Emoni’s strong organizational skills, genuine passion for the community, and readiness to dive in and make an impact make her an ideal partner alongside me,” said Melissa Brandt, CEO of Jacksonville Onslow Economic Development. “She understands how local government and community organization’s function. Together we can roll up our sleeves, stay close to the details that matter, and keep moving Onslow County forward with purpose.” In her role, Burgess will support the CEO, Board, investors, and community partners across the full range of operational needs, board and committee support, investor relations, records management, grants administration, and day-to-day coordination. Her strength in process improvement and clear communication will help JOED stay organized and responsive as it implements the strategic plan. That plan centers on
supporting both small and large businesses, listening carefully to what residents and employers say they need, and advancing initiatives that improve quality of life across the county. Brandt noted that effective economic development depends on more than vision. It requires disciplined execution, strong internal systems, and a genuine commitment to partnership. “Emoni brings the operational discipline and communityminded approach that help turn strategy into results,” Brandt said. “Whether we are working with a local entrepreneur, a growing company, or community partners, her ability to keep things moving smoothly allows the rest of the team to focus on the relationships and opportunities that create lasting impact.” Burgess’s festival and Cooperative Extension experience also underscores her capacity to engage diverse stakeholders and deliver visible community outcomes. Those skills will be valuable as JOED continues to strengthen
connections with businesses of every size and remains attentive to the priorities residents express for a stronger, more vibrant Onslow County. “We’re building something meaningful here,” Brandt added. “Having Emoni on the team strengthens our ability to move forward with clarity, energy, and purpose. We’re glad she’s with us.” The public is invited to stop by the JOED office at 421 Court Street, Jacksonville, NC 28540, or call 910-330-6329 to say hello.
Jacksonville-Onslow Chamber Announces Award Winners Submitted by Laurette Leagon, Executive Director Jacksonville-Onslow Chamber of Commerce The Jacksonville Onslow Chamber of Commerce extends our sincere gratitude to everyone who attended our 82nd Annual Membership Celebration: A Sunset Social. It is a privilege to serve such a vibrant and dedicated community of business and civic leaders who consistently support, elevate, and celebrate regional success.
Dr. Penney Burlingame Deal, President and Chief Executive Officer, Onslow Memorial Hospital
As part of the celebration, we recognized the following distinguished Award Winners:
2025 Coastal Carolina Community College Jacksonville Onslow Civic Honoree:
2025 Marine Chevrolet Jacksonville Onslow Woman of the Year:
2025 Sanders Ford Inc. Jacksonville Onslow Golden Eagle Man of the Year: Ricky Maready, Chief Executive Officer Jones-Onslow Electric Membership Corporation
Rev. Dr. Joel D. Churchwell, Pastor, Sandy Run Missionary Baptist Church
Left to right: Rev. Dr. Joel D. Churchwell, Dr. Penney Burlingame Deal, Ricky Maready, Everett Dula 2025 Jacksonville Onslow Ambassador of the Year: Everett Dula, Front Office
Coordinator, Express Employment Professionals of Jacksonville
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Keeping A Small Town Feel in A Growing Community The list of plans, projects, and new businesses is long and growing in Swansboro. In a town of 4,200 residents, there are currently 240 businesses. Tourism is a large part of the business environment, with occupancy tax income consistently over $100,000 each year. Mayor Bill Justice says the town has “a lot of plans in hand ready to go.” Those plans include town projects as well as guidance for controlled growth. Justice says, “we're really happy about having that done. It shows good management by our town manager and his staff.” Several new businesses are slated for Swansboro in the coming months, mostly along the NC-24 corridor, known locally as Corbett Avenue. Justice emphasizes that “we want to keep that small-town, local feel, but we want to welcome the change as well. It's just a matter of where we do it.” One major town project is a grant-funded facility for the fire and police departments that will operate as an emergency operations center, which will be located on Main Street Extension. In addition, plans are in the works for sidewalk installations, stormwater work, and repairs to a town dock. The dock contributes to the town’s economy as boaters will stop there to go to
restaurants and shops downtown. New businesses planning to join the Swansboro community on the Corbett Avenue corridor include a Navy Federal Credit Union and a Wawa gas station. The credit union will anchor a new business strip that will also provide space for one or two other businesses. The Wawa is under construction next to Walmart. In addition, a strip shopping center is under construction next to the Starbucks coffee shop. With about 30,000 to 35,000 cars passing through Swansboro on NC-24 every day, there is a lot of potential for business growth. While the town of Swansboro itself is about two miles long, Justice says there is “a lot of development that goes on in our ETJ (extra territorial jurisdiction).” He adds that expansion and new businesses that are planned outside their code and zoning jurisdictions do “affect our schools and our infrastructure, our roads, our water, the whole works.” However, he says, “we're working through that.”
The small town, local feel is nowhere more evident than in the downtown area, which also features a newly remodeled Visitor Center, located at 203 W. Church Street. The historic building reflects the welcoming culture of this growing town, the “Friendly City by the Sea.”
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The Movement Toward Doing Good Part of a series featuring Onslow business involvement in area nonprofits Many businesses encourage their staff to get involved in nonprofit organizations in their communities, even providing paid time off for the team members to be able to contribute their time and talents. Some businesses even match employee financial contributions to their favorite nonprofit. In the mortgage industry, when the company reinvests at least 10% of its profits back into the community through financial contributions to nonprofit organizations, schools, or local community development, that generosity is described as “impact lending.” In Onslow County, Movement Mortgage takes the concept of making an impact even further. Jena Ashcraft, mortgage loan officer with Movement, says the company contributes 49% of its profits to community organizations. Ashcraft has been with the company for 11 years. She had been working in the mortgage business for several years but was looking for more support than she was receiving at another company. She met Danielle Wiram, the Jacksonville branch manager, through a friend and then joined the company. Ashcraft says, “when I did my orientation with them, that’s when I absolutely fell in love with the company.” Ashcraft adds that when she went to that orientation, she heard Movement founder and CEO Casey Crawford speak. Crawford played in the NFL for several years and then launched a number of businesses as well as the nonprofit Movement Foundation through which their donations flow. During his presentation, Ashcraft says, Crawford emphasized that “he doesn’t want his name on a stadium. He wants his name on a school in an underprivileged area.” Those schools are a large part of Movement’s efforts to invest back in their local communities. The Movement
schools, they say, are “a free, public charter school network committed to teaching world-class academics and virtues in areas where families have historically lacked access to education options.” Ashcraft, Wiram, and the Jacksonville team are heavily involved in other local organizations as well. Once a quarter, they donate to a nonprofit in the area. For the current quarter, they are donating to the New River YMCA to help them get a playground for Movement team members and family at one of the local Movement Schools. their Early Education Photo provided by Jena Ashcraft, second from right. Center. When employees donate financially to such an organization, the company matches their contribution dollar for dollar.
Ashcraft explains, “for each loan closed, each of us is giving X amount of dollars, whatever we've chosen to do per loan officer. We give that, and then Movement will match that, and that's what we'll be able to present to the YMCA.” The company as a whole chooses the recipient of a $10,000 donation quarterly. Employees nominate their favorite charities, then all vote on which one should receive the contribution. The Jacksonville office of WARM NC was recently a recipient of one of those $10,000 checks. Among the many volunteer and charitable activities Ashcraft is involved in with the Movement team, she is personally active with a local nursing home, Carolina Rivers. She says that she “and a couple of other ladies just decided to go volunteer. So we just go and visit and do different things that they need.” For example, one of them takes a coffee cart and snacks to rooms for people who can’t leave their room. She adds, “sometimes they want us to sing.” A recent project that Ashcraft helped with there was a school supply drive. She explains, the “residents actually decided that they wanted to start doing some give back of their own. So
they gathered school supplies and then they had a big cookout and fed the families and the residents. They were able to give backpacks and school supplies away and they just really loved it. It was a great event.” Ashcraft and her Jacksonville team have been involved in events benefiting the VFW and the USO, with which Movement is partnered. She has traveled to Brazil on a Movement mission trip, now referred to as a vision trip. She says these efforts are all aligned with the Movement mission, which is to “love and value people.” She adds, “it's just so nice to work for a company that you know what you're doing is so much more beyond what you could ever do yourself.”
Movement Mortgage 430 Dolphin Dr, Suite 300, Jacksonville https://movement.com/lo/ jena-ashcraft
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Onslow Business
Cookin’ and Servin’ at Share the Table By Tammy Proctor, Executive Director Greater Topsail Area Chamber of Commerce The Greater Topsail Area Chamber of Commerce & Tourism is pleased to announce member volunteers are partnering with the Kiwanis Club of Topsail Island on Nov. 22 to serve the community dinner at Share the Table. “The desire to collaborate on a community project emerged from one of our networking groups,” said Tammy Proctor, director. “Share the Table and the Kiwanis Club of Topsail Island are both valued members of the Chamber. Teaming up with them to serve a Sunday supper was a no-brainer!” The Chamber is accepting volunteer sign-ups for two shifts of workers. The first shift is from 2-4 p.m. for
prepping, chopping, and cooking. The second shift volunteers, from 4-6 p.m., will serve attendees in the Share the Table dining area. Second shift will also prepare carryout meals for community members. “This is an excellent opportunity to give back to our community while serving alongside two non-profit organizations who are Chamber members. To volunteer, sign up on the Chamber website, topsailchamber.org. Here’s the link to volunteer for one or both shifts: https:// business.topsailchamber.org/ event-calendar/Details/we-recookin-1890642? sourceTypeId=Hub.
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Business Movements Holly Ridge Updates A Sheetz gas station is under construction at the corner of Hwy 17 and NC-50 in Holly Ridge. Mister Sparky Electrician is now open at 226 E Ocean Rd Ste B, Holly Ridge.
The Town of Holly Ridge has announced that it is “officially under contract to purchase the former J&J Snack Foods property at 312 Sound Road.” Plans for the new facility, known as “Project Candy,” include a civic center and community space, as well as a place to “bring the Town’s departments together under one roof, including Administration, the Police Department, Community Development, Public Works, and Parks and Recreation. Additional features would include executive and community meeting spaces, Council Chambers, retail flex space, and the potential for a satellite location for Onslow County services.”
Tidal Therapy Solutions Expanding Based in Holly Ridge, Tidal Therapy Solutions, which provides “high-quality speech pathology, feeding and occupational therapy,” is opening a second location, planned for 16747 US 17, Ste 132, in Hampstead.
Expansion to Maysville Delicate Mercantile, based in Richlands, has announced they will soon open a second location at 508 Main Street, Maysville.
New Location for Simply Physicals Simply Physicals, which provides DOT physicals, preemployment exams, school and sports physicals, is opening a new location at 3540 Wilmington Hwy Jacksonville.
New Location, New Leadership for Byrider Byrider, “the nation’s largest Buy Here Pay Here (BHPH) franchise system,” has announced the opening of its third North Carolina location at 2114 N Marine Boulevard. The company says that the Jacksonville location is “woman owned and locally operated” by entrepreneur Darcy Roessler.
Seniors Choosing to Live at Home Expands The Jacksonville franchise of Seniors Choosing to Live at Home, owned and operated by Derreck and Alicia Bell, has officially expanded its service area to include Jones, Lenoir (Kinston), and Greenville territories. The organization shares that, “This expansion reflects the incredible growth, leadership, and commitment the Bells have demonstrated since opening their Jacksonville office. Families throughout these communities will now have access to the same compassionate, personalized in-home care that Seniors Choosing to Live at Home is known for.”
Do you have business news to share? Opening a new business? Adding a location? Expanding your product or service line? Send us your news release! Email onslowbiz@wordsworking.net.
Deadline for the October issue is September 25.
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Employee Retention: Building a Workplace Where People Want to Stay By Drea Millinder SBTDC General Business Counselor, UNC Chapel Hill What would happen if one of your best employees gave notice tomorrow? For many small businesses, the impact would be immediate— workloads shift, customer relationships may suffer, and institutional knowledge can disappear. Yet while owners focus heavily on sales, cash flow, and operations, employee retention often receives far less attention. Retention begins with leadership and the culture leaders create. Owners and managers shape how employees communicate, solve problems, respond to change, and collaborate. They also influence whether employees feel valued, supported, and able to envision a future with the business. In small companies, where every person carries significant weight, creating a workplace where people want to stay becomes a competitive advantage. Why Employee Retention Matters When a strong employee leaves, the costs extend far beyond filling the open role. Recruiting, interviewing, hiring, and training require time and money. Managers and coworkers often absorb extra responsibilities, review applications, conduct interviews, and help new hires get up to speed. Gallup estimates replacement costs at roughly 40% of annual salary for frontline employees, 80% for technical roles, and up to 200% for managers. Turnover also affects productivity, customer relationships, and institutional knowledge. Frequent departures can erode morale and cause remaining employees to question their own future with the company. Addressing retention early helps stabilize operations and support long-term growth. What Makes Employees Stay?
Compensation matters, but retention rarely hinges on pay alone. Employees stay when they feel valued, respected, trusted, and informed. They want clear expectations, meaningful work, and leaders who follow through on commitments. Small business leaders do not need complex engagement programs. Simple actions— clear communication, active listening, consistent follow‑through, recognition, and giving employees the tools and authority to succeed—can significantly strengthen workplace culture. Transparency also matters. Sharing information early, explaining decisions, and maintaining consistent processes help create stability and trust. Create a Workplace Employees Want to Stay In Retention improves when businesses examine the employee experience from the moment someone considers joining the company. Set Realistic Expectations Retention begins before hiring. Job postings should accurately reflect responsibilities, schedules, required skills, and the actual work environment. Interviews should be honest about both opportunities and challenges so candidates understand expectations and have a real chance to succeed. Build a Supportive Onboarding Process Onboarding should go beyond paperwork. New employees need clarity on their role, the business, the team, and how success is measured. A structured 90‑day plan with measurable goals, regular check‑ins, and clear support channels helps new hires gain confidence and become productive more quickly.
Use the Four Ps to Guide Improvement
concerns and explaining decisions builds trust.
The Four Ps—Process, People, Purpose, and Policy—offer a practical framework:
Make Retention Part of Your Business Strategy
Process — Are responsibilities clear? Are procedures documented? People — Are employees in the right roles? Do managers communicate well? Purpose — Do employees understand why their work matters? Policy — Are expectations clear and applied consistently? Reviewing all four helps identify where improvements will have the greatest impact. Measure Turnover Instead of Guessing Track turnover using: Turnover Rate = Number of Employees Who Left ÷ Average Number of Employees × 100 Patterns matter more than the percentage alone. Look for trends by department, supervisor, role, or tenure to uncover underlying issues. Ask Employees Before They Leave Stay interviews—simple, informal conversations—reveal what employees enjoy, what frustrates them, and what might cause them to leave. Exit interviews also highlight patterns in workload, communication, training, and culture. Most importantly, act on what you learn. Even when changes aren’t possible, acknowledging
Retention deserves the same strategic attention as sales, marketing, and operations. When good employees stay, teams grow stronger, customer relationships deepen, and managers spend less time hiring replacements. It all starts with leadership and intentional systems that give employees reasons to stay. How SBTDC Can Help An SBTDC general business counselor can help owners strengthen retention by reviewing processes, clarifying roles, improving leadership practices, and developing systems that support sustainable growth. Counselors work alongside businesses to identify priorities, uncover turnover patterns, and build practical strategies that improve communication, onboarding, and workplace stability.
The SBTDC is a business advisory service providing confidential, no-cost services for growing and developing small to mid-sized businesses. The Wilmington SBTDC is administered by UNCW on behalf of the UNC System and is operated in partnership with the U.S. Small Business Administration.
Contact the UNCW SBTDC office at 910-962-3744 or uncw@sbtdc.org.
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September: Clear Focus, Steady Hands By Jessica Marshall
September has a way of making ambiguity expensive. The pace changes: summer schedules give way to school calendars, fall events, new projects, and the final quarter of the year. Meetings become more consequential, deadlines draw closer, and people begin asking what needs to happen before the year is over. Suddenly, the little things that were easy to overlook become visible. The email that didn’t quite say what was needed. The meeting that ended with everyone saying, “We’ll touch base.” The decision that was made but never written down. The employee who keeps asking the same question. The project that appears to be moving until three people realize they’ve been working from three different assumptions.
because people may not share the same understanding of words like “priority,” “accountability,” or “focus.” More recently, HBR has described unclear communication from managers as a source of frustration and a drag on team effectiveness. CLARITY IS NOT SAYING MORE. IT IS LEAVING LESS ROOM FOR PEOPLE TO GUESS. ADMIN ADVICE: MAKE CLARITY OPERATIONAL 1. Say What You Mean State the actual outcome — what do you need to happen? Name the person responsible — who owns the next step? Give the relevant deadline — when does it need to happen?
None of these problems are particularly dramatic. They are simply expensive.
Cut the unnecessary language — if it fits in three sentences, don’t bury it in twelve.
CLEAR FOCUS, STEADY HANDS
Instead of “Let’s touch base soon,” try “Let’s meet Thursday at 2 p.m. to review the Q4 budget.”
Communication is how an organization transfers information, coordinates effort, establishes expectations, and turns decisions into action. When it is vague, the organization has to compensate: people ask, people interpret, people circle back, people make assumptions — and eventually, someone has to explain the same thing again. Harvard Business Review has written extensively about this. In “The Five Messages Leaders Must Manage,” John Hamm argues vague leadership language creates confusion
2. Put Decisions Somewhere People Can Find Them Write down the decision — a short email or shared document may be enough. Record who owns the next step, and include the date or deadline. Keep important decisions somewhere accessible. A documented decision protects momentum — people don’t have to reconstruct the conversation from memory.
3.
Replace “Let Me Know” With a Specific Ask “Please review the proposal and reply by Friday with either approval or the changes you recommend.” Say what you want reviewed, and what kind of response you need. Give a deadline, and tell the recipient what happens next. 4. Stop Avoiding the Conversation That Keeps Getting Bigger Identify the conversation you’re postponing. Decide what you actually need to say, and say it directly. End with a specific next step. The longer an issue goes unaddressed, the more assumptions and complexity collect around it. You don’t need to make it dramatic — you need to make it clear. “Here’s what we’ve decided. Here’s why. Here’s what happens next.” The higher someone rises in an organization, the less useful it becomes to assume everyone understands what they mean. A founder can carry an entire strategy in her head; a CEO may know exactly what “improve the customer experience” means — but the
person executing it may hear something entirely different. That gap is where organizational friction begins. That is why clarity is a leadership responsibility. It is not an administrative nicety. It is infrastructure. MOVING FORWARD Look at the places where people repeatedly ask the same question, the decisions that keep coming back to the table, the emails that require three follow-ups, the projects where everyone is working but nobody is sure who owns the next step. Those are signals — they tell you where the organization is making people guess. And guessing is expensive. The goal isn’t to communicate constantly — it’s to be deliberate about the messages that matter: say what needs to be said, write down what needs to be remembered, name who needs to act, and give them a clear next step. Not more communication, but better communication.
Contact Jessica at Run It Right, LLC — Mindset & Business Coaching — Operations & Systems www.runitright.net
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September 3, 2026
Onslow Business
Page 13
Mom's Back-to-School Reset By Masiel Garcia Reinas NC, Jacksonville Every August, the same scene plays out across Onslow County. New backpacks. Fresh school supplies. A schedule on the fridge with pickup times, practice days, and lunch menus color-coded within an inch of their life. We plan our kids' fall down to the minute. Somewhere between the first day of school photos and the third week of "wait, is it early release today?" working moms hit a reset too. September feels like a second January, minus the champagne. New routines, new pressure to get it together. A clean slate. Our sense of renewal isn't really about the actual date. It's about the markers we build our lives around. For a lot of women, especially moms, motherhood restructured what those markers even are. We stopped tracking our year by our own goals and started tracking it by school calendars,
sports seasons, and everyone else's first days. When's the last time you made a list for yourself? Not a to-do list or the grocery run and the carpool schedule. An actual list, the kind your kid gets to make with a fresh notebook and a box of markers. What do you want this season to look like for you? Maybe it's something at work you've been putting off. A promotion you've been wanting to ask for or a business idea sitting in your notes app since June. Maybe it's to walk by yourself three times a week, or to finally see a doctor about the thing you keep pushing to next month (call them now). Maybe it's creating a boundary. Telling your family that 8 p.m. is yours, no exceptions. You don't need all of it. Pick two things. Three, if you're feeling ambitious. The point
isn't the list itself. It's remembering that you're allowed to have one. The reset can look different depending on the season your household is in. Deployment schedules shift everything. Duty stations change the rhythm of a whole year overnight. If you're building a routine around a spouse's unpredictable schedule, "back to school" might mean something closer to "back to
whatever normal looks like this time" and that counts too. The kids get their first day reset. Let yourself have one. Next time you're at the store grabbing folders and pencil pouches, grab yourself a notebook too. Write down the two or three things you want this fall to hold, just for you. Put it somewhere you'll actually see it. You deserve a fresh page as much as they do.
Onslow County Tourism Impacts Local Economy The Economic Impact of Travel on North Carolina Counties, a study prepared for Visit North Carolina by Tourism Economics, has just been released. Visit North Carolina explains that "While statewide visitor expenditure data for the prior year is released each spring of
the following year, county-level statistics are not released until late summer/early fall." The report shows that visitor spending in Onslow County totaled $414.74 million in 2025, essentially remaining steady with the 2024 economic impact figure.
The 2025 breakdown of tourism dollars included: Lodging - $97.57 million (includes second-home spending) Food and beverage - $137.47 million Recreation - $52.31 million
Retail - $27.50 million Transportation - $100.87 million (includes ground and air travel) Tourism-related businesses employed 2,413 people in the county in 2025. Onslow County ranked 19th in visitor spending among the state's 100 counties.
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Onslow Business
September 3, 2026
Holly Ridge Under Contract to Purchase Former J&J Snack Property By Heather Reynolds
The Town of Holly Ridge is pleased to announce that it is officially under contract to purchase the former J&J Snack Foods property at 312 Sound Road. Known as Project Candy, the purchase follows approximately 8 months of negotiations with the company. In preparation for this opportunity, the Town engaged engineers several weeks ago to begin a feasibility study of the property and evaluate how the existing facility could be adapted to serve the community’s needs. That study remains ongoing as the Town continues to evaluate the property, potential uses, and next steps for the project.
The proposed facility would create a welcoming, accessible civic center and community space to serve residents in a variety of ways. Possible plans include recreational and wellness amenities such as basketball and pickleball courts, rock climbing, an indoor playground, a yoga studio, fitness space, and other opportunities for year-round activities. The facility would also bring the Town’s departments together under one roof, including Administration, the Police Department, Community Development, Public Works, and Parks and Recreation. Additional features would include executive and community meeting spaces,
Council Chambers, retail flex space, and the potential for a satellite location for Onslow County services. A dedicated Emergency Operations Center is also being considered as part of the project. This would give Town officials and emergency personnel a centralized location to coordinate during hurricanes, severe weather, and other emergencies. If feasible, the facility could also include emergency shelter capabilities, giving the Town another resource to assist residents when it is needed most. Redeveloping a former industrial property in the center of town would also improve the overall appearance and character of the area, replacing a large factory site with a more welcoming space that better reflects Holly Ridge’s
growth and future. Retail and commercial space could bring additional activity downtown, support local businesses, attract visitors, and complement the Town’s Future Downtown Main Street and revitalization efforts. Project Candy also puts action behind Holly Ridge’s tagline, “The Crossroads of History, Industry and Coastal Living.” The property is part of the Town’s industrial story, and its redevelopment provides an opportunity to honor that history while adapting the site to meet the needs of a growing community. By transforming a former industrial facility into a place for government services, recreation, emergency preparedness, business, and community life, the Town is bringing together its past, present, and future in one location.
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September 3, 2026
Onslow Business
Page 15
Training Opportunities Public Speaking Think Fast - Speak Clearly Lead Boldly with Jacksonville Toastmasters Every Tuesday at 7pm Miller-Motte College 105 New Frontier Way Jacksonville 3478.toastmastersclubs.org/ directions
Booth Merchandising & Live Selling at Markets Webinar Thu, Sep 17 6:00 PM to 7:00 PM
Employment Policies Made Simple: A Practical Guide for Small Business Owners Tue, Sep 22 6:00 PM to 8:00 PM
Training Events at The Third Space
James S. Melton Vocational Skills Center
All tickets online at https:// www.thethirdspacejacksonvill e.com
Boots to Business
CEO Day
What to Put on Your Website and How to Know It's Working - Webinar
Thu, Sep 24 9:00 AM to 4:00 PM
Sept 8, 11:30a-1:30p $20 for non-members
2 sessions ending Fri, Sep 25
Wed, Sep 9 6:00 PM to 7:00 PM
Craft Your Confidence Lunch & Learn
James S. Melton Vocational Skills Center
Quickbooks for Small Business Owners: Set It Up Right, Keep It Clean
Sept 15, 11:30a-1:30p $45 (includes lunch, workbooks, and craft)
Sept 30, 12:00pm Free
Lunch and Learn: STUCK: Why Great Business Ideas Never Leave the Notebook - Webinar
BNFAC - AI Marketing for Makers: Practical Tools & Prompts - Webinar
Q3 Vision Board Party with Shannon Williams, Guild Mortgage
Tue, Sep 29 6:00 PM to 7:30 PM
Sept 16 10a-1p Free
Coastal Carolina Community College Small Business Center coastalcarolina.edu/servicesand-support/servicescommunity/sbc/
Thu, Sep 10 12:00 PM to 1:00 PM
Pricing and Sales Confidence for Small Business Owners – Webinar Tue, Sep 15 6:00 PM to 7:30 PM
Lunch and Learn: The 5 Numbers (KPIs) Every Small Business Owner Should Track - Webinar Wed, Sep 16 12:00 PM to 1:00 PM
Nonprofit Executive Director's Meet Up Thu, Sep 17 11:00 AM to 1:00 PM United Way of Onslow County
Building Community Partnerships That Increase Visibility and Referrals Wed, Sep 30 6:00 PM to 7:30 PM
James S. Melton Vocational Skills Center
How Money Works: Building Your Financial Foundation Thursday, September 10, 7:00–7:45 PM
Craft Your Confidence Lunch & Learn Sept 29, 11:30a-1:30p $45 (includes lunch, workbooks, and craft)
The Every-day Negotiator, Master the Core Skills That Transform Your Business
September 15, 12:00 pm EDT Cost: $10.00
Using Price to Increase Profits and Grow Revenues September 9, 10:00 am Fee: $10 Business Accounting 101: The Numbers Behind Your Business Sept 9, 12:00pm Free
SCORE Online Events
https://www.score.org/nc/ business-education/
SBTDC—Wilmington
The Numbers Behind Your Business
September 29, 8am-4:30pm
September 9| 12 noon
Online via Zoom
Where the Money Leaks & Where the Leverage Lives - The Profit Gap Series:2
Registration/RSVP: https:// calendar.app.google/ Na9ZEkLmFQb4ooVm8
September 23, 11:00am (Central Time) Cost: $10.00
“Intellectual growth should commence at birth and cease only at death.” —Albert Einstein
Ocean Innovation Conference
Hosted by the Center for Innovation and Entrepreneurship https://sbtdc.org/events/ ocean-innovation-conference
Send your upcoming training events to onslowbiz@wordsworking.net by September 25 to be included in the October issue.
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Onslow Business
September 3, 2026
Friday, October 9 8:30am-2:00pm Sturgeon City 50 Court St, Jacksonville
onslowbusiness.com/conference/ Register today to reserve your seat or vendor table. Vendor registration includes conference registration. Enjoy interactive learning sessions, connect with business resource vendors, and network with others in business. Lunch is provided. Learn from the experts throughout the day: Strategies for Growing Your Business Marine Federal Credit Union, Visa
Introduction to Critical Thinking for Small Business Owners Damon Sonier, Monster Mac Snacks Gone in 60 Seconds: How to Explain Your Business in Under a Minute Brian Vinciguerra, CrackedIt Escape Games The One Thing You Need to Know About Finances Tammy Bridges, Bayside Bookkeeping Keynote – Building What Matters: A New Chapter for Onslow County Melissa Brandt, Jacksonville Onslow Economic Development CEO
Thank you sponsors!