Balancing Big Business and Small Business for a Thriving Community | By Jina Belcher

In communities throughout the New River Gorge and across West Virginia, economic development is often framed as a competition between large corporations and small, locally owned businesses. But the reality is that we don’t have to choose one over the other—we can foster a thriving economy where both coexist and complement each other. The key lies in smart planning and zoning policies, land banks, and innovative strategies that ensure we preserve and enhance our community’s unique quality of place. 

The Role of Planning and Zoning 

One of the most powerful tools available to municipalities and counties is planning and zoning. These regulations shape how communities grow, guiding development in a way that aligns with local priorities. While cities cannot control competition, they can adopt policies that create a more level playing field for small businesses. 

For example, some communities implement small business overlay districts, which prioritize local businesses in certain areas through incentives like reduced permit fees or fast-tracked approval processes. Formula business restrictions—used in cities like San Francisco—limit the number of chain businesses in designated districts to maintain a balance of local and national brands. 

Another approach is community benefit agreements, which require large businesses to contribute to local economic development initiatives, such as workforce training programs or small business support funds. These policies ensure that when large companies move in, they also invest in the local economy rather than simply extracting from it. 

Leveraging Land Banks for Small Business Growth 

Many West Virginia communities face the challenge of vacant or underutilized properties. Land banks provide a tool to turn these spaces into opportunities for local entrepreneurs. A well-structured land bank program can prioritize small business development by offering affordable commercial space, reducing barriers to entry for startups, and revitalizing key areas of town. 

The New River Gorge Regional Development Authority (NRGRDA) plays a critical role in facilitating these efforts by collaborating with municipalities and counties and identifying strategic properties that can be repurposed for local businesses. Through partnerships with stakeholders and innovative redevelopment initiatives, NRGRDA helps ensure that economic growth remains inclusive and sustainable. 

By strategically deploying land bank resources, we can attract investment while maintaining local character. Instead of leaving it to chance that a national chain will buy up a prime location, communities can proactively guide redevelopment efforts in a way that benefits both new and existing small businesses. 

Ensuring Quality of Place to Attract and Retain Businesses 

Beyond regulations, communities must focus on quality of place—the elements that make a city attractive for both businesses and residents. Walkable downtowns, accessible green spaces, well-maintained infrastructure, and a vibrant arts and culture scene all contribute to making a place where people want to live, work, and shop. Mixed-use development, public-private partnerships, and creative placemaking strategies can enhance these aspects while keeping the local economy strong. 

The WV Hive, as an entrepreneurial support program under NRGRDA, is dedicated to strengthening quality of place by assisting small businesses with tailored resources, mentorship, and funding opportunities. By providing technical assistance, business coaching, and connections to capital, WV Hive ensures that local entrepreneurs can thrive alongside larger enterprises, reinforcing a dynamic and resilient economic landscape. 

The success of small businesses is often tied to the overall attractiveness of a community. When we create environments where residents and visitors enjoy spending time, we strengthen the economic foundation that supports businesses of all sizes. Strong downtowns, active main streets, and well-planned commercial corridors benefit both local coffee shops and national retailers. 

A Path Forward  

The conversation around economic development must move beyond “big business versus small business.” The right question to ask is: How do we shape growth in a way that works for everyone? With smart zoning policies, proactive land use strategies, and a focus on quality of place, we can ensure that our communities remain welcoming to both major employers and small businesses, creating a diverse and resilient economy. 

West Virginia has the opportunity to be a leader in intentional economic development—one that honors our local businesses while embracing new opportunities. Through the work of NRGRDA and WV Hive, we can provide the necessary tools, expertise, and support to help small businesses flourish while also ensuring that larger employers contribute to the well-being of the region. 

By using the tools available, we can build a future where economic growth is not just about expansion, but about sustainability and community well-being. 

It’s time to take a strategic, thoughtful approach to balancing business growth in West Virginia. Our communities—and our small businesses—deserve nothing less.