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Businesses win grants for innovative marketing

Four businesses have been awarded the first ever Downtown Hendersonville Pivot Fund Grants to implement creative solutions for businesses to maintain resiliency and try new methods of operation.


The Friends of Downtown Hendersonville, a 501c3 nonprofit to support the vibrancy of downtown Hendersonville, established the program to encourage creative thinking among businesses, while reducing the financial risk of taking on a new project during the pandemic.

Grants were evaluated based on four criteria: connection with LoveHendo Saturdays (open street activity on Main Street the first Saturday of each month), potential for long term viability, following social distancing and mass gathering guidelines, and enhancement of the outdoor environment.

Pivot Fund Grants were awarded to:

  • Moonshine & Magnolias ($750) for outdoor enhancement during Love Hendo Saturdays
  • Shark Lab Team ECCO ($750) for family friendly outdoor activities during Love Hendo Saturdays
  • The Arts Council of Henderson County ($500) for adapting Art on Main to be a virtual festival
  • Narnia Studios ($300) for Chalk it Up to provide outdoor promotion

Businesses and nonprofits within the Main Street and 7th Avenue Districts are eligible to apply to find creative solutions to adapt their businesses amid the changing environment, grants are accepted on a rolling basis as funds are available. Sponsors of the Downtown Pivot Fund include Bryan Byrd, realtor with We Sell WNC Keller Williams Mountain Partners, and The Van Winkle Law Firm. The fund is supported by sales of LoveHendo masks that are available for purchase for $10 at Wag! A Unique Pet Boutique, Mast General Store, Black Bear Coffee, Blue Door Bottle Shop, Mikes on Main, The Henderson Inn and the Hendersonville Farmers Market. Donations to the Downtown Pivot Fund can be made at