At the heart of this transformation is the Innovation Quarter (IQ), once the backbone of RJ Reynolds’ tobacco empire. Today, it’s one of America’s fastest-growing urban research parks, seamlessly blending history with modernity. Wake Forest Biotech Place, a former tobacco plant, now buzzes with cutting-edge medical research. Across the street, crowned by its iconic smokestacks, Bailey Power Plant is home to restaurants, breweries, coffee shops, and creative spaces.

The IQ is also home to Bailey Park, a dynamic outdoor venue for concerts, yoga sessions, and community gatherings. On the northern edge of downtown, Industry Hill showcases a similar story of reinvention. This once-industrial area now thrives as a cultural and entertainment hub, home to spots like live music venue The Ramkat, Wiseman Brewing, MIXXER Makerspace, and a number of pop-up markets and food truck rodeos.

Winston-Salem’s adaptive reuse theme is also seen in a number of architectural wonders throughout town. This includes the Reynolds Building—an art déco marvel and precursor to the Empire State Building—which was reimagined as the luxurious Kimpton Cardinal Hotel. Iconic landmarks such as Reynolda House and Graylyn Estate now serve as cultural and hospitality gems. Even the Sawtooth School, housed in a former textile factory, exemplifies this seamless fusion of old and new. 

In short, few cities harmonize heritage and innovation like Winston-Salem. Come see why outlets from Our State Magazine to the New York Times have cited Winston-Salem as one of America's best cases of adaptive reuse.

This story was compiled and written by our Media and Public Relations team to promote story ideas for travel writers, bloggers, influencers, and content creators.

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