Once a beacon of entrepreneurial grit, Downtown Durham now finds itself at a crossroads.

Dotted with shuttered storefronts and “For Lease” signs, the city’s retail vacancy rate has climbed, a sharp indicator that all is not well in the Bull City’s business core.

While its renowned restaurant scene continues to draw crowds, many small, independent retailers are fighting an uphill battle against rising rents, reduced foot traffic and the shifting realities of post-pandemic consumer behavior.

“You might see foot traffic, but are those your customers,” said Megan Cain, a former downtown shop owner.

Cain eventually had to move her business online, calling it a decision shaped as much by city regulations as by economic headwinds.

“A grand space requires a lot of additional funding, a lot of inventory… and often, it just doesn’t make sense.”

The challenges are clear, and city’s leadership is taking notice.

“We’ve heard loud and clear from downtown businesses that they are facing a crisis,” said Carl Rist, a Durham City council member, in an interview with Mike MacMillan for INDY Week. “It [action] needs to happen sooner rather than later.”

But even as some businesses close their doors, others like Vert & Vogue have persisted through community connection and unwavering vision.

Founded in 2008 by Ryan and Nadira Hurley, Vert & Vogue is a contemporary boutique rooted in sustainability and slow fashion.

“We opened just as the economy was crashing,” Ryan Hurley said. “But we stayed true to our values and adjusted how we communicated them. People thought ‘green fashion’ meant burlap yoga pants, we had to show them it could be chic, modern, and ethical.”

Over the years, the couple built a loyal customer base by offering not just clothing, but a story: one of ethics, aesthetics and connection.

“People made a point to support us,” Nadira Hurley said. “Many of our customers could shop anywhere, but they chose to shop with us. That’s the magic of this community.”

That kind of community buy-in and the conditions that support it are essential, said Alanna Coombes, a teaching assistant professor of urban planning at UNC Chapel Hill.

“A strong partnership between local government, private businesses and community organizations is key. Active public spaces, diverse land use and transportation accessibility were crucial. Investing in the public realm, making it clean, safe and vibrant often encourages further private investment.”

And while restaurants and nightlife have become downtown Durham’s most visible assets, Coombes sees them as just the beginning.

“They’re a catalyst. When people are drawn downtown to eat or socialize, that foot traffic benefits other sectors—retail, the arts, tech. The key is balance, so that one sector doesn’t crowd out others.”

“Downtown Durham has always been a place of energy and enterprise, and we’re committed to ensuring that continues,” said Nicole J. Thompson, president and CEO of Downtown Durham Inc.

“At this year’s Annual State of Downtown event, we unveiled the Blueprint for 2035 that showed the need to reimagine downtown as a center for employment and a welcoming destination,” Thompson said.

The blueprint was developed over 12 months with community engagement through surveys, pop-up events, panel discussions. Bilingual materials have been distributed as well. The plan covers a variety of aspects of downtown life from highlighting cultural heritage and history to supporting small businesses to safety, housing, economic sustainability and more.

To tackle rising retail vacancy, specifically, Downtown Durham Inc. is rolling out targeted strategies.

“We’re offering rent subsidies, driving foot traffic through events and launching marketing efforts to draw people back downtown,” Thompson said. “In the short term, we’re also activating vacant storefronts with temporary uses to create energy and opportunity. The goal is to keep downtown dynamic, a place where small businesses can thrive, and community life can flourish.”