Residents in District 4 will be electing a new member of the Greensboro City Council for the first time in 14 years.
The field of candidates to succeed retiring Councilwoman Nancy Hoffmann includes three men who have not held previously held public office.
Nicky Smith, the founder and owner of Carolina Digital Phone, says his decades of business experience give him an important perspective when it comes to serving residents.
Adam Marshall, an attorney, points to his years of service on various board and commissions which he said will help him acclimate to the new role quickly. At 43 years old, he says he would also represent generational change on the council.
The third candidate in the race, Steve Ignac, said he would bring an independent voice to the council.
While the races for city council are nonpartisan, Ignac is a Libertarian while Smith is a Republican and Marshall a Democrat.
Early voting begins Sept. 18. The primary day is Oct. 7 and the general election is Nov. 4.
All three candidates responded to questionnaires sent by the News & Record. Here is what they had to say.
Steve Ignac
What experiences and qualifications make you the best person to hold this office?
I believe I am the best person to hold this office because I bring both lived experience and a commitment to serving all residents of Greensboro without partisan strings attached.
Having worked directly with people in our community, I understand the challenges families, small businesses, and neighborhoods face each day.
Noticing how divided our country has become, and knowing that the two other candidates represent the two major parties, I feel it is time to have a truly independent voice that can contribute to the supposedly non-partisan city council.
My approach will focus on listening first, finding practical solutions, and ensuring that city policies work for everyday people rather than being driven by national party agendas. I am committed to working collaboratively with colleagues and residents alike to build a city that is safe, inclusive, and responsive to the needs of District 4.
What do you see as the greatest challenge facing your district and what would you like to see done about it?
The biggest challenge I see for our district is keeping housing affordable and making sure no one in Greensboro is left without a safe place to live.
Too many families are stretched thin, especially in communities where wages haven’t kept up with rising costs.
I want to work with local groups, service providers, and small businesses to create more housing options and stronger economic opportunities.
Safety is also important, so I support both filling police vacancies and expanding non-police crisis response teams. Since the other candidates are from the two major parties, I believe it’s time for a true independent voice on our non-partisan city council who will listen to neighbors first and put people ahead of politics.
What sets you apart from the other candidates in this race?
What sets me apart from the other candidates is that I’m running as a true independent in a race where both opponents represent the two major parties.
City council is supposed to be non-partisan, yet too often decisions are shaped by party politics rather than the needs of residents.
I’m not tied to a donor class or a political machine, so my focus will be on listening directly to neighbors and delivering practical solutions for District 4.
My approach is about collaboration, transparency, and putting people ahead of politics. Greensboro deserves a voice on council that answers only to the community, and that’s the role I’m ready to fill.
It is time to open the political leadership up to independent voices and not only allow the big money politics into dictating what make them money and not focusing on real solutions.
I will focus on modernizing the city services and use true 21st century approach to tackle the hardest issues we face.
Adam Marshall
What experiences and qualifications make you the best person to hold this office?
For more than a decade I have been volunteering my time to serve the city on various boards and commissions.
This has been such a rewarding experience. It has taught me a great deal about city government, about what works and what could work better, and has introduced me to the city’s excellent staff.
This experience will allow me to hit the ground running even as a political newcomer.
Additionally, my training and experience as an attorney and partner in a law firm with a statewide practice gives me a unique perspective and way of evaluating various projects and agenda items. We are trained to look at both sides of an issue and to think logically.
In my role as a partner at Law Firm Carolinas, I review budgets, evaluate personnel, and work (as any business leader would) to make our firm successful.
In my position as a board member of the Greensboro ABC Board, we sit as a board of directors to an eighty-million-dollar enterprise. Similarly, reviewing budgets, personnel matters, and marketing strategies.
I bring a wealth of diverse experience that will serve our city well when elected as a council member.
What do you see as the greatest challenge facing your district and what would you like to see done about it?
I believe the greatest challenge we are facing is our shortage in housing units across the city.
We are roughly 30,000 units short. This shortage is not just in one location and is not comprised of just one type of housing product.
We have the potential to experience some real economic growth in the next decade. We must have the infrastructure and attainable housing to support this growth.
Additionally, simple supply and demand principles would tell you that if there was more inventory, we could curb the rise in housing prices.
I would like the city to continue efforts to support the city manager’s road to 10,000 homes. I would like to encourage developers to be innovative in their product offerings.
I also think we need to work to make the permitting and inspection process more efficient. If this process could be streamlined, it may be possible to introduce more housing products into our community in a shorter timeframe.
What sets you apart from the other candidates in this race?
As one of the younger candidates running, I represent a generational change on council.
I can bring a different perspective and way of looking at city government and issues that are important to our community.
That said, I have put in the work in my volunteer service with the city. I have gained a great deal of knowledge and experience serving on boards and commissions.
I have served in a wide variety of roles, which will give me a leg up, especially when we have the potential to have so many new council members.
Nicky Smith
What experiences and qualifications make you the best person to hold this office?
I’ve spent over four decades building businesses right here in Greensboro. This city is home.
As the founder of Carolina Digital Phone, located in downtown Greensboro, I’ve had the privilege of employing hundreds of people and working alongside countless small, local businesses that help shape our community.
I’ve witnessed the city’s growth, faced its challenges, and stayed grounded in the work it takes to move forward.
I’ve managed large budgets, led complex projects, and worked through tough negotiations—not in theory, but in real time, with real people depending on the outcome. That kind of hands-on experience is what I believe our City Council needs more of.
I know how important it is to grow our economy without losing what makes Greensboro unique.
I’ve always believed in this city, and I want to bring my experience to the table to help ensure local government is responsive, efficient and focused on the people it serves.
This community has supported me throughout my life, and I’m ready to serve in return.
What do you see as the greatest challenge facing your district and what would you like to see done about it?
Greensboro is growing fast, and that growth is only going to accelerate.
With major projects like JetZero choosing our city, we’re looking at the largest job commitment in North Carolina’s history and we need to be ready for what that means.
The biggest challenge ahead is making sure our city can match that growth without leaving residents behind or passing the costs on to taxpayers.
We need leaders who understand how everything interconnects. It’s not just one issue; housing, utilities, education and community are all impacted by this growth.
We need people at the table who can bring others together — city leadership, developers, universities, and local employers — and make sure we’re working toward the same goal.
As a longtime business owner, I’ve spent years navigating complex systems and solving real-world problems.
I want to use that experience to make sure Greensboro grows in a way that strengthens our neighborhoods, supports local workers and welcomes new families who want to call this place home.
Greensboro has a lot to offer. With the right leadership, we can build a future that protects what makes our city special while opening doors for the next generation.
What sets you apart from the other candidates in this race?
I bring nearly five decades of business leadership, having lived, worked, and raised a family through many seasons of Greensboro.
I’m confident that my experience navigating complex challenges and growing a successful business while ensuring community benefits is exactly what District 4 needs.
This kind of balanced leadership is currently missing from Greensboro City Council. What truly sets me apart is my ability to turn meaningful plans into action.
A business reputation like mine is the result of decades of hard work, collaboration, and commitment to doing what’s right for the community.
Success in business reflects strong customer service skills, and I’ve made listening my top priority. I will bring that same approach to the city council.
I know how to listen to residents and convert their concerns into impactful plans. That skill, honed over 45 years in business, is the perspective I’m ready to bring to Greensboro City Council and to serve District 4.
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