Relationships Still Drive Results

Friends,

Coming at you early because of Holy Week. I have always taken Good Friday off, even when I wasn’t sure why. We all understand exactly what happened in that roughly ten day stretch differently, and that’s totally fine be me. I do know this; it was a critical moment in a community that involved economic powers of influence.

So, whatever you believe or don’t believe, however you find peace and perspective, however you connect with something bigger than you or your business, please give yourself the gift of time to do so. And, this week is as good a week as any for that.

A Case Study in Community-Driven Growth

It’s easy to reduce “community engagement” to a line on a strategy slide, an obligatory paragraph in a grant application, or an entry level placeholder in your organization chart.

The reality is that in a place-based economy / creative community,  the relationships make or break the results.

That’s not just feel-good talk. In America’s most over performing small cities—places like Bentonville—intentional community engagement is fueling some of the most impressive economic growth we’ve seen.The transformation of this town didn’t happen by accident.  In 2011, Crystal Bridges Museum of American Art was the first seed planted in a field being prepared for an entirely new economic landscape.

By 2015, the nonprofit arts and culture sector in Northwest Arkansas was generating more than $130 million in economic activity, supporting nearly 5,000 jobs and contributing $14 million in tax revenue. Local businesses benefited from a surge of out-of-town visitors who spent triple what locals did per event. And that was just the beginning.

Bring on the bikes. Local leaders embraced the natural landscape, invested in trail systems, and branded the area as a cycling destination. In 2022 alone, the region’s cycling economy pumped $159 million into the local economy and supported over 1,300 jobs.

These were more than pet projects—they were bottom-line investments made possible by coordinated relationships across nonprofits, corporations, local government, and community volunteers.

Places of Proof

Greenville, South Carolina grew its downtown by weaving together local government, arts organizations, restaurants, and outdoor spaces—all thanks to a network of community stewards who were trusted across sectors.

Chattanooga, Tennessee has long bet on tech and innovation, but their real secret is a deeply connected civic backbone that includes nonprofits, educators, and entrepreneurs rowing in the same direction.

Big Impact in a Small Town

It’s not just Bentonville and bigger small cities. Sevierville, Tennessee—population under 20,000—joined forces with the Eastern Band of Cherokee Indians to develop a 200-acre entertainment and tourism district called The 407: Gateway to Adventure.

The $75 million investment paid off. Between 2017 and 2022, the city saw employment jump over 9%, average pay climb by a third, and real GDP increase more than 22%.

How? Alignment of vision. Cross-sector collaboration. And a shared understanding that the community could—and should—benefit from development.

The result: new revenue for the city, new customers for local businesses, and a bigger, bolder regional identity that everyone can rally around.

From the C-Suite to the Sidewalk

Here’s the common thread: in each of these places, relationships span up and down the organizational chart. It’s not just about CEOs making handshake deals with mayors (though that matters). It’s also about:

• Project managers meeting with neighborhood groups

• Entry-level staff volunteering in local schools

• Nonprofits co-creating programs with community leaders, not just for them

Sam Walton knew his employees by name. He valued their opinions and may have learned as much on the loading docks as he did in the corporate offices.  This was a key advantage.

That culture of humility and proximity remains—and it’s part of what makes corporate-community relationships in Northwest Arkansas so important and powerful.

The lesson is clear: if you’re only engaging the top leaders, donors or stakeholders, you’re missing half the story. Community engagement means knowing and understanding your community members across the continuum - their motivations, and their challenges—whether they’re decision makers, gatekeepers, or front desk volunteers.

Five Ways to Turn Relationships Into ROI

1. Invest in local quality-of-life projects. Trails, events, public art, and parks aren’t just amenities, These magnets for talent and investment bring us together to share experiences, ideas and solutions.

2. Break down silos. Bring together businesses, nonprofits, and public agencies to solve shared problems. You’ll find more ideas, more funds, and more staying power.

3. Map the stakeholders. Know who holds influence—not just formally, but relationally. That includes faith leaders, grassroots organizers, civic clubs, and even beloved local business owners.

4. Engage up and down. CEOs shouldn’t be the only ones representing your organization. Equip your team at every level to build relationships and represent your mission in the community.

5. Track the impact. If community engagement is part of your strategy, treat it like a strategic asset. Measure it. Communicate it. Celebrate it.