10th Annual 4 Under 40 Awards Finalists Announced
Sixteen members of the High Country business community have been selected as category finalists for the Boone Area Chamber of Commerce 10th Annual 4 Under 40 Awards. This showcase of emerging leaders is presented by Appalachian Commercial Real Estate.
Winners will be announced at the event on Wednesday, March 18 2026, from 5:30-7:30pm, at the Appalachian Theatre in Boone.
4 Under 40 Event Details & Registration
Rising Star
Sponsored by Beech Mountain Resort
Shirley Alexander, General Manager, Booneshine Brewing Company, 38
Kindhearted
Shirley Alexander has been slinging brews and fostering rich culture at Booneshine Brewing Company since 2020, working her way from tasting room assistant manager to General Manager in just four years, leading a team of 60+ employees through busy seasons and challenges. Off the floor, Shirley has helped direct more than $370,000 in philanthropic contributions to the community. She also makes time for what she calls "Shirley School," intentional one on one conversations with her staff focused on life skills and growth beyond the job.
Will Burrow, Head Winemaker, Grandfather Vineyard & Winery, 31
Humble
A Watauga County native, Will Burrow brings a homegrown passion to his role as Head Winemaker at Grandfather Vineyard and Winery, blending science and hospitality to create exceptional experiences for all. Under his leadership, the winery has grown production from 4,000 to nearly 7,000 cases per year, earning accolades at competitions including NC Fine Wines and the Mid-Atlantic Southeastern Wine Competition. Beyond the barrel, Will is a mentor and serves on the Boone ABC Board, creating safe spaces where people connect over good wine and conversation.
Kate Prisco, Assistant Director for Parks and Recreation, Town of Beech Mountain, 35
Energetic
Kate Prisco has been shaping the recreational landscape of Beech Mountain since 2014, earning her Certified Parks and Recreation Professional credential in 2020 and growing the town's Holiday Market, Farmers Market, and annual events into beloved High Country staples. As Assistant Director for Parks and Recreation, she has expanded fitness offerings, launched successful wellness programs, and brought a loyal following to nearly every corner of the town's programming. Kate also serves as Board Chair for Girls on the Run of the High Country and Finance Director for the Beech Mountain Chamber of Commerce.
Dr. Kelly Whiteley, Associate Dentist, Mountaineer Dental & Sleep Center, 36
Passionate
Kelly has spent the last eight years helping grow Mountaineer Dental and Sleep Center from a two doctor practice to a four doctor practice with a team of 20, bringing the latest in dental technology and a genuine commitment to exceptional patient care to the High Country. She earned her Fellowship in the Academy of General Dentistry in 2022 and is on track for her Mastership, recently selected to serve on the Academy's Group Benefits Advisory Council at the national level. Kelly is the lead coordinator of Soldier Smiles NC, an annual Veterans Day event that has provided over $90,000 in free dental care to veterans in just three years, and has volunteered with the NC Missions of Mercy free dental clinic since 2008.
Business Owner
Laura Edmonds, Helpwell Co., 36
Empowering
Armed with over 15 years of experience and a genuine passion for helping others succeed, Laura Edmonds launched Helpwell Co. in 2025 to give local business leaders high-level, flexible support without the overhead of additional staff. From project coordination and strategic planning to marketing and HR, Laura steps in as a trusted partner so business owners can get back to doing what they love. Before striking out on her own, she honed her skills at Samaritan's Purse and 4 Forty Four. Beyond the office, Laura actively volunteers her time and talents across local organizations.
Trevor Moody, Owner, Lily's Snack Bar, 28
Compassionate
Trevor Moody has been shaking up the Boone bar scene since long before he owned the place, and in April 2024 the previous owners made it official, handing over the keys to the person they trusted most. Today he runs Lily's Snack Bar as a real cool time and then some, cultivating an inclusive, eclectic space that serves as a vital gathering spot for people from all walks of life. Trevor takes care of his staff, shows up for nonprofit causes and community events, and mentors the next generation of leaders.
Garrett Norris, Owner, Norris Plumbing Co., 36
Driven
Garrett Norris built Norris Plumbing Co. from the ground up, channeling over a decade of hands-on experience and an instinct for doing things right. He runs the business with the same integrity and consistency he brings to everything he takes on, taking genuine pride in every job and every client he serves. With a background in emergency response and law enforcement, Garrett also serves as a Volunteer Deputy Chief of Watauga Rescue, paramedic instructor, and is active in disaster relief efforts.
Tiffany Weitzen, Co-Owner, Wonder Pelvic Therapy & Wellness, 39
Inspirational
Tiffany Weitzen co-founded Wonder Pelvic Therapy & Wellness to bring specialized pelvic health care to people of all walks of life, breaking down stigma and making expert care feel accessible. In just two years, the practice earned Watauga County Start Up Business of the Year. She consistently reinvests in the community through free health fairs, non-profit sponsorships, and collaborative programming with organizations like Girls on the Run, NAMI, and High Country Doulas.
Education Professional
Jackie Garner, Associate Director, Employer Relations and Student Programming Department, Walker College of Business, Appalachian State University
Bethany Gonzalez, Associate Director, Student Veterans Center, Appalachian State University
Megan Laws, Kindergarten Teacher, Parkway School
Ashley Roberts, Instructional Technology Specialist for Curriculum, Caldwell Community College & Technical Institute
Non-Profit Professional
Sponsored by Carolina West Wireless
John Caveny, Vice President, Conservation & Education, Grandfather Mountain Stewardship Foundation
Shane Hillman, Program Director, F.A.R.M. Cafe
Myles Stacey, Family Caregiver Support Specialist, High Country Council of Governments
Willard C. Watson, III, Program & Outreach Director, The Blowing Rock Art & History Museum
"For 10 years, the 4 Under 40 Awards program has elevated the High Country's next group of emerging leaders. This year's class is one of the most well rounded and professionally accomplished classes we've recognized to date, which shows the consistency of leadership development and the spirit of entrepreneurship in our community," said David Jackson, President/CEO of the Boone Area Chamber of Commerce.
"When you look back over our past honorees and finalists, you can't help but notice how their professional profiles have continued to advance, and their roots in the community have deepened. It will be exciting to see this class continue that same growth, while also getting to benefit from the relationships and opportunities that are forged as more people get to know them. We are excited to celebrate this year's class and look forward to what comes next for them as they step into to the local leadership spotlight."
Read Full "Celebrating a Decade of the 4 Under 40 Awards: Where are they now?" Article
Mark in the Morning with 4 Under 40 2025 Non-Profit Professional Winner, Jessica Yates.
For more information about our finalists in the coming weeks, follow us on social media and tune into Mark in the Morning on High Country Radio for one-one-one interviews!
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Nominations for the 4 Under 40 Awards were open to the entire community. The finalists are acknowledged for their business achievements, community and civic involvement, and other related activities.
All sixteen finalists will be recognized as part of the 10th Annual 4 Under 40 Awards on Wednesday, March 18, 2026, where one finalist from each category will be declared the winner.
At the event, the Chamber will also present the annual Respect Your Elder Award recipient, which goes to a community member who serves as a strong mentor for the next generation of leaders.