has become a very cool place to be , eclectic and different .”
Turner said a lot of the initial impetus for changing DeLand ’ s reputation and jumpstarting the local economy came from
Georgia Turner efforts to revitalize the main business district
by the group Main Street DeLand . “ That was a turning point ,” she said . “ It was the first Main
Street community in Florida .”
Turner said that while the city ’ s business climate and entrepreneurial landscape are vibrant today , it was a long road to get there .
“ It looks like it happened overnight , but that ’ s not the case ,” she said .
Turner said the efforts of people such as Barb Shepard and the advent of Artisan Alley and Farmer ’ s Market not only pushed economic growth further , it showed that new ideas and innovative businesses could thrive in DeLand . And the key ingredient was the determination of the entrepreneurs who had the vision and the courage to make it happen .
“ It takes people , it takes intent and it takes looking at what other people are doing ,” she said . “ All these magic ingredients just added to the ‘ cool ’ factor .”
Turner also noted the role of Stetson University as a catalyst for development in the city and its role as the county seat as factors in DeLand ’ s economic development .
“ There was already a public here , with the university and the people and the county seat ,” she said .
Conte said that entrepreneurial spirit was the “ secret sauce ” that made DeLand the destination for day trippers and consumers it is today . He recalled meeting one of those entrepreneurs , Andy Sistrunk from Persimmon Hollow Brewing , at a Leadership class .
“ He was making beer in his garage ,” Conte said . “ It just kind of fit right in . He started small and now has four locations .”
Guthrie said one of the keys to DeLand ’ s success is that it remained true to its roots as a small town .
“ It ’ s that element of authenticity and the history that has to be there ,” he said .
Turner said that authenticity gives DeLand a hometown feel that appeals to people and makes the city an interesting place to visit and run a business .
“ You get the nostalgia of what downtown was ,” she said . “ It makes it feel like a hometown .”
Guthrie summed up the discussion with a nod to the cooperative nature of DeLand ’ s entrepreneurial landscape , noting the feeling of collegiality among the city ’ s businesses makes them a community rather than competitors .
“ Everyone who has a presence in downtown DeLand is responsible for its success ,” he said .
Aaron London is managing editor of Evolve Digital . He is also an adjunct professor of journalism at Daytona State College .
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