In October 2024, Hurricane Helene made landfall in North Carolina, causing devastation that upended communities and livelihoods, especially across the stateís western region. More than six months later, recovery progress has been great, but some of the areaís smallest towns are still in rebuilding mode.
At the Economic Development Partnership of North Carolina (EDPNC), we know that economic development shouldn’t pause for disaster — it should instead adapt to meet the moment. Economic development momentum helps communities recover in ways that are lasting.
That’s what makes the state’s “Blue Skies” project such a fitting example of economic development’s role in post-storm recovery. Created by a group of North Carolina musicians who wanted to give back, the video isn’t just a creative collaboration — it’s a reminder that rebuilding goes beyond infrastructure and includes an injection of optimism into the area’s economic future.
Blue Skies, Big Hearts
“Blue Skies” is more than a beautifully produced video featuring some of North Carolina’s most beloved and globally recognized musicians — though it is certainly that. It’s a testament to the deep bonds between community, culture and economic vitality. Featuring the talents of artists from bands like MJ Lenderman, Sylvan Esso and Iron & Wine, the video brings to life a new version of the Irving Berlin classic in a way that feels fresh, heartfelt and deeply rooted in place.
Each of the musicians — all of whom call North Carolina home — donated their time and talents to the project and collectively contributed $100,000 to the North Carolina Community Foundation to directly support disaster relief efforts. Their generosity underscores something we in economic development have long known: community is the foundation of economic success.
The Role of Economic Development in Disaster Recovery
Economic development organizations are often seen as the drivers of business recruitment, workforce development and marketing. This role could be perceived as one that goes on “pause” as the rebuilding from a natural disaster takes place. But we disagree. We believe that economic development can also play a critical role in the immediate and long-term response to natural disasters.
After a disaster, communities look not only to state and federal emergency services for food and construction supplies, security and short-term tax relief, but also to organizations like ours to help chart the economic path forward. Businesses want support to spread the word once they can safely reopen. New investors want reassurance that a region’s long-term outlook remains strong, even as their workforce manages their own personal recovery. Residents want to see signs of momentum, of life returning to normal or, ideally, something better.
Economic development work touches a wide spectrum of people and challenges — from helping companies create jobs and train workers to working with local partners to restore a town’s economic foundation. Whether it’s a small business owner facing months of lost income or a manufacturer navigating supply chain disruptions, the parallel work of supporting recovery and fueling long-term economic resilience is essential.
Why Marketing Still Matters, Especially Now
Strategic, empathetic storytelling can be one of the most powerful tools in the economic recovery toolbox. The “Blue Skies” video doesn’t shy away from the reality of Hurricane Helene’s impact. Instead, it balances that reality with a hopeful and accurate message: that most of North Carolina is not only open for business, but is eager to welcome companies, visitors and talent.
What we’ve learned in North Carolina is the importance of economic development organizations continuing their momentum as a means to shore up the location’s economic future while others shore up its present.
We were also reminded about the collaborative opportunity these moments can bring to our work. So many are passionate about our places. When all those talents creatively come together, we don’t just recover. We thrive. T&ID
Contributor: Denise Desatnick is Vice President of Marketing & Research at the Economic
Development Partnership of North Carolina (EDPNC).