Rural America is having a moment. Policymakers and business leaders increasingly see the heartland as indispensable to the nation’s future health and prosperity.
What are the unique strengths of rural communities? What are their most pressing needs? And how can rural communities across the U.S. position themselves as viable destinations for economic investment?
Earlier this year, Guild members Dennis Donovan, Tess Fay, John Longshore, Alexandra Segers and Chad Sweeney came together for a panel at the Site Selectors Guild Annual Conference in March 2025 to address these questions and more.
Redefining Rural Potential
First, a question of definitions. The panel noted what makes a region “rural” is more nuanced than some may think. The U.S. Office of Management and Budget adopts three major categories for counties, into which “rural” could be attributed to non-metro micro areas, i.e., urban centers with populations between 10,000 and 49,999, and non-metro noncore areas which are even smaller. All told, 45 million Americans live in non-metro counties.
Private sector definitions can get even more granular. Walmart’s segmentation includes categories like Americana, Distressed Americana, Rural Service Hubs, Great Escapes and Resource-Rich Regions. Each has distinct characteristics, ranging from proximity to major metros and relative wealth levels to reliance on tourism or natural resources.
The site selection consultants stressed this diversity means rural strategies must be tailored, and economic potential calculated with greater attention to detail. There is no one-size-fits-all template.
The Time is Now
Despite their diversity, many rural communities still face common hurdles. Infrastructure limitations, workforce and education gaps, housing shortages, and outdated perceptions all present real barriers to growth. However, these challenges are not insurmountable. Towns, regions and states are adopting creative solutions to spur renewed investment. As the panel remarked, now is the right time for new ways of thinking.
Several trends are converging to make rural communities more attractive than ever. Rising costs in urban and mid-sized markets are pushing companies to explore tertiary locations. Federal programs – from broadband expansion to housing incentives – are unlocking new resources. Meanwhile, industries like data centers, food manufacturing, and aerospace are showing more interest in rural sites.
The consultants agreed that with the right infrastructure and community support, rural areas can cement themselves as serious contenders for major projects in this evolving landscape.
A Roadmap for Rural Success
Adding to the discussion, long-time Guild member Dennis Donovan laid out a 10-point rural playbook for success – an actionable roadmap for communities ready to compete. It starts with a clear-eyed assessment of local strengths and weaknesses, followed by defining a compelling value proposition. Workforce development is key, as is investing in infrastructure, broadband and placemaking.
Communities must also address housing needs, improve access to healthcare, and foster entrepreneurship. Marketing efforts should align with the community’s unique identity, and partnerships with regional and state organizations can amplify impact. The most successful rural communities are those that plan strategically, collaborate broadly and tell their story well, Donovan emphasized.
Big Fish in Small Ponds
The consultants shared several case studies that prove how these strategies can work in the real world. They focused on the automotive industry, which offers a rich history of “big fish” thriving in “small ponds.” There’s Mercedes-Benz’s plant in Vance, Alabama, which opened in 1997; BMW’s factory in Greer, South Carolina, launched in 1994; and Hyundai/KIA’s site in West Point, Georgia, in operation since 2010. All three automakers fit right at home in small-town Americana, with each now producing hundreds of thousands of vehicles per year and supporting tens of thousands of jobs in their respective locations.
The panel also pinpointed Walla Walla County, Washington – population 62,500 – as another compelling story. With a foundation in agriculture and food processing, the county wanted to expand its horizons. Local leaders banded together to launch Project Sequoia: an audacious initiative to prepare the Wallula Gap Business Park for heavy industry with infrastructure planning and plenty of due diligence. The result? A massive investment by wool maker ROCKWOOL to build a 250-acre, state-of-the-art manufacturing facility, bringing 125 direct jobs and $8.6 million in payroll to invigorate the small Pacific Northwest community.
Fresh Winds of Opportunity
Initiatives like these are among the many ways communities can shape their future. The consultants cited numerous best practices – from certified sites and shell buildings to affordable housing projects, entrepreneurship programs and workforce development – that forward-thinking communities are deploying to harness fresh winds of opportunity.
Closing the discussion, the site selectors highlighted a wealth of organizations and programs boosting rural development. These include the USDA’s 50-plus rural programs, Center on Rural Innovation, Rural Community Assistance Corporation and Broadband USA, together with nationwide networks like the National Rural Economic Developers Association, Rural Partners Network and National Governors Association.
For Guild members, the message to heartland communities is clear: don’t wait for opportunity to come knocking; start building for the future by investing in infrastructure, telling your story and forging strategic partnerships. With all those pieces together, rural America is poised to lead the next wave of economic growth.
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