Forsyth County Chamber 2021 ACCE Chamber of the Year Finalist with James McCoy

This transcript has been lightly edited for readability and to correct obvious transcription errors while preserving the meaning of the original conversation.

Episode 132 — Forsyth County Chamber of Commerce 2021 Chamber of the Year Finalist with James McCoy
Clean Speaker-Labeled Transcript
Guest: James McCoy
Automated QA: Passed

00:00.83 Brandon Burton
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.
00:14.07 Intro Voice
And now your host if you left a review on this podcast, he's my dad, Brandon.
00:15.448 Intro Voice
He would love it if
00:21.144 Intro Voice / Brandon Burton
Burn. Hello, Chamber Champions. Thank you for joining us here on Chamber Chat Podcast for this special episode in our 2021 ACCE Chamber of the Year finalist series. Chamber Chat Podcast is sponsored by Holman Brothers Membership Sales Solutions. Is your chamber struggling to drive the revenue it needs to support your initiatives? It's a common problem, and one that our new title sponsor, Holman Brothers Membership Sales Solutions, Knows a lot about. Doug and Bill Holman aren't just sales consultants, they're real live chamber guys with twenty plus years of chamber leadership experience. They know how to diagnose and solve member recruiting issues faster and better than anyone else, and they're ready to put that knowledge to work for you in your chamber. Call the Holman Brothers today at six one nine eight five two one three nine one or check them out at HolmanBros.com. That's H O L A N B R O S dot com. Our guest for this episode is James McCoy, as he is the president and CEO and representing the Forsyth County Chamber in Georgia in their Chamber of the Year bid. James is the president and CEO of the Forsyth County Chamber. And over the last 16 years, he's led several successful campaigns to gain voter approval for over $2 billion for education. Transportation and public safety infrastructure improvements. During his tenure at the chamber, the organization has worked with over 300 economic development clients and have announced the creation of over 20,000 new jobs and over $2 billion of new capital investment in Forsyth County. Prior to joining the Forsyth County Chamber team, James served as a vice president of public policy and communications for the Winston-Salem Chamber of Commerce in North Carolina. James received his bachelor's from Wake Forest University and his MBA from Mike Cottrell College of Business at the University of North Georgia. James is an avid fisherman and loves chasing the trout in the northern Georgia Mountains and in his native western North Carolina. James, I am thrilled to have you back with us again as a a repeat guest here on Chamber Chat Podcast. And
02:43.042 Brandon Burton
First of all, congratulations is being selected as a Chamber of the Year finalist again. But take a moment and say hello to all the chamber champions and and share something interesting about yourself so you can get to know you better.
02:55.598 James McCoy
Brandon, thank you for having me back. And I am very excited to be back and be back for this reason. And just hello to all of my colleagues out there and as chamber champions. And I also, Brandon, just want to thank you. Y your your podcast is a phenomenal resource for our profession and our world. And in fact several podcasts that I encouraged our team members to to take a listen to. So thank you. You have really become a a a a a a shining star of resources for for our profession. I just can't thank you enough.
03:36.278 Brandon Burton
I really appreciate that. Those are very kind words. well tell us a little bit about your your chamber. Let us know kind of your size, location, budget, you know, what what do you have to to present as we get into our discussion today? Give us some perspective.
03:54.258 James McCoy
We are located in North Atlanta. We our southern border borders Fulton County, which most of Atlanta is located in Fulton County. and we are really categorized as a fast growth suburban community and w our chamber is about a thousand members. we have a budget of about two and a half million dollars. we're the economic development entity and tourism development entity for the community, which I think is fairly rare these days, as chambers of commerce go. we we have been in existence since nineteen fifty two, and this is my sixteenth year at the at the chamber, which I never thought I would say. I would never I never imagined that I would be here this long, but it's a phenomenal community and a phenomenal organization and it's it's a lot of fun.
05:01.42 Brandon Burton
That's right. Imagine when you're saying 32 years, you know, how did that happen?
05:08.558 James McCoy
Maybe, maybe, maybe. I I I I never thought that I would say 16, so maybe.
05:14.892 Brandon Burton
That's right. Well, I in really enjoy doing these Chamber of the Year podcast interviews. we tend to get some of the best chambers out there that kind of rise to this stage. You guys are great examples in the chamber industry. And and last year, as I did these chamber of the year finalist interviews, I asked all of the finalists the same question where I asked them what their What their plan was to guide their business community through the recovery from the COVID-19 pandemic. And we got a variety of answers, some similarities, but I know, James, for your guys' programs that you submitted on your application, they they lean towards your implementation of these plans and these strategies to to guide your community, your business community through the recovery from from the COVID pandemic. So I'm looking forward to hearing. More details about how you guys have implemented this as soon as we get back from this quick break. Are you looking for a year-round affordable and timely shop local campaign for your chamber or CVB? Look no further. Build a custom Eat Shop Play mobile app with App My Community by visiting AppMyCommunity.com/chamberchat. App My Community mobile apps are not just simple membership directory listings. They provide many more capabilities to engage with your community. Provide your residents with a robust events calendar. Partner with a local fair, festival, or farmers market to provide a schedule, map, and other resources to promote the event. Run a small business Saturday campaign any time of the year using built-in scavenger hunts. Allow your membership to communicate directly to their customers via push notifications. Your App My Community mobile app is will be a unique member benefit, allow you to generate non-dues revenue with sponsorship opportunities, and best of all, provide a valuable resource to your community. Please visit AppMyCommunity.com/chamberchat now to receive 10% off your first year of an App My Community mobile app.
07:29.302 Brandon Burton
All right, James, we are back. if you would, I'm just gonna hand the mic over to you and let you kind of run with it for a bit with your programs that you submitted for your application for chamber of the year and specifically how they applied to your the recovery from the pandemic.
07:49.08 James McCoy
Sure. Absolutely. Well, certainly our the programming the the focus of it being around our response locally to COVID wa it was central to to to to that. And one of the things that we did w Georgia sort of shut down I think in on on March fourteenth. And on the seventeenth we were up and live and running with an initiative that we call Together4FOCO. And FOCO is is sort of a branding term that we have for Forsyth County and really it was intended to do three things for the economic recovery. One was to help businesses get working capital as quickly as they could so that they could stay in business and and operate through this. and and and survive. the other was getting business people the absolute best information that we could so that they could make sound decisions about their business and the future of their business. And the other was really engaging the community in the the initiative, folks that we had never worked with really before, homeowner associations, community advocacy groups. getting them to help support local businesses, to really engage in the local business community as as we move forward. So it really changed the nature of what we we we do. some specifics around that. one of the the initiatives that we took on, and I know several other chambers across the country were able to do this as well. Although I think we were the only I as far as I know, we're the only chamber of our size that did this. but we worked with our local board of commissioners to use CARES Act funding that came to the county to do small business support grants. We were able to give grants of totaling about $2 million out to the business community. And we were able to get those to about the little over 300, I think it was 314 businesses in our community, received a grant between two and ten thousand dollars.
10:11.13 James McCoy
to to help them. And we administered that program. we advocated it for its creation and we administer administered that program. We also you know we we remained the economic development entity and we used that time to get in front of site selectors and business people to help decision making that let them know that that we were an attractive place for their next location or business decision. And we were able to do that because we got out there very early with a virtual site visit. we were able to be in front of key decision makers and have them visit our community and shop for real estate virtually. and that was that ended up being very successful. We ended up having as a result of of of of the virtual site visits alone, we were able to get about forty-two million dollars of new capital investment. announced in the community. So those are just a couple of examples. But really at the heart of it was trying our to to put all of the initiatives together, many of which I'm sure were were similar to other communities, of getting working capital in the hands of of business people so they could survive. and I'm I'm very proud to say that in our assessment after all was said and done this past spring, that that we did not as a result of covet at least we did not lose a single restaurant we did not lose any businesses direct now we of course plenty of them had let employees go and and have many have rehired of course but and and many of them went through enormous change but we During that period of time, and again, as as at least as a result of COVID, we could not identify of particularly of any of the businesses that we served, but any any loss in business. And that helped our recovery enormously, as you might imagine.
12:17.624 Brandon Burton
Can you imagine back a year ago or 14 months ago to be able to say that today? That I mean, I I can't even imagine.
12:26.546 James McCoy
I i i well and and and honestly it's still really hard for me to comprehend. I I remember meeting with our team and we started having this conversation and and I thought, well, this you know, it can't that can't be accurate. but once we really did the investigation of it work and and and we were really looking at the most susceptible industries and particularly in hospitality, but but and and and I know it was tough and I I don't wanna understate or o overstate that or understate it either. But the I know it was a tough time, but but so far, what we have found is is those firms surv not only survived but but now are are thriving. And and my guess is like many of us, they learned a lot and and they will be more resilient for whatever comes to them in the future.
13:20.79 Brandon Burton
Yeah, that is amazing. So a thought that came to me is you're talking about the economic development aspect of this with the virtual site visits. I I know not every chamber is tasked with economic development officially, but I I think there's I mean, you guys found a unique solution to be able to to solve this problem at the time when people weren't getting out and interacting with people, but Yeah, business still had to go forward, life still had to go on, and you guys found a way. I I'm inspired and intrigued at different chambers that have adopted different pivots that they had to do through the COVID pandemic. And and I see some of these pivots even sticking a lot sticking around for a longer period of time. Do you see the virtual site visits as being something that you keep as an option going forward? And How did you go about doing the virtual? Is it just like a a FaceTime call that you're going around and and showing people or what's the structure of that look like?
14:23.842 James McCoy
So so the first part of that is yes, we we we absolutely do see that moving forward. And and and actually I'll I'll switch a little bit. What one of the the other site visits that we did, so as many folks know, Atlanta and Georgia in general really has become a a a hub for filming, for commercial film operations. So we one of the things that we did for folks that were identifying shoot locations and and folks that were were identifying those sites for different films, including Ozark. I'm very proud to say Ozark is much of it is filmed in in our community on the lake, and we're very excited about that. But but part of that is because we were able to be in front of them with a virtual site visit. So the way it and it works the same way in in economic development that it does for film. And that is is we identify the absolute best for a particular audience. So I'll use an example, jumping back to economic development. If we know that there is an office user that is considering our community, we identified the absolute best office locations and we work with those locations and their realtors to do everything from Show the the and we pre-record most of this. the the drone footage, the actual walkthroughs. I mean, everybody's I think had the experience looking at houses and that sort of thing of a 3D walkthrough of a house. we we put all of that together in a very tight time frame, and provide them access to, in some cases, CAD drawings or elevations if if there's questions about that. But all of the data, all of the market data that's available, five mile radius of that, all of that is compressed into one presentation that lasts potentially about 30 minutes, depending on what they're actually wanting to look at. but now there are so many tools available to be able to walk someone through what it's like to leave the Atlanta airport and get to our community.
16:48.64 James McCoy
what it's like at the exit off of Georgia 400 that they may be interested in or we want them to be interested in. And we use again drone footage and working with the the build the either the the the site owners or their realtors and engaging them in in in showing off that that community. But we we start as though someone has never been to our community and walk them through what that that actually is. and in some cases we may engage local elected officials. in other cases we may engage other business people to help tell their story, particularly if they're they're a neighbor or in in a similar industry. So they're all very different. and and don't be wrong, they are very labor intensive. But the outcome's been very positive. And I think that's going to continue. I don't think it will be as pervasive as as it was certainly during COVID. But But I it will it does give us an opportunity to be in front of a lot more folks. And if you're a site selector and you're really trying to consider a lot of communities or a decision maker in a in a company or a developer, it's an it's a very efficient way to at least get an introduction to some of those sites.
18:04.576 Brandon Burton
So I'm curious if you did you partner with one of the realtors in your area to help with some of the three D tours or one of the local film people to to do some of the filming or Jason Bateman to lead a tour. I mean, how did how did you go about doing that?
18:21.824 James McCoy
Well that that would have been great. that certainly would have set us apart if we had J Jason Bateman do that. But the so the the short answer to that is it's a mixed bag. I mean, everyone is a little different, but at the end of the day, what we we realized were we were sort of bringing some of those commercial realtors along. they didn't really see what we were doing, they couldn't visualize that. So we ended up we we partnered with a a drone footage firm here in our community. It was folks that we've worked with in the past. and we actually ended up doing that work for the commercial realtors. and in some cases, we were able to get paid for some of that work, both the the the drone footage firm and ours, because we were able to package that for them. I I said very early on to our team, congratulations, everybody. you now work for a media company. Yeah. And and that is and and everyone here, everyone on our team is gonna need to continue a media company. And that is largely what happened. And that's an example of that. I mean we when we turned to the commercial realtors, that was just not space they were comfortable in in general. Or they would say, sure, we can get you some some drone footage, give us six, eight weeks, we'll get back with you. And that just was not going to work. but we were able, they were able to give us things like their CAD drawings, where we were able to then turn around to another firm to help us with a 3D rendering and and fly through.
20:05.046 Brandon Burton
Yeah. that's awesome. And I think that just goes to show how people consume information now. I mean, some people still want to get into all the details and nitty-gritty and read through something, but more and more, whether it's an economic development or any other aspect of tourism or or chamber work, people are consuming it through various different types of media, whether that be video or or podcasts or blog or some kind of multimedia experience. It it's almost becoming the expectation. I mean it
20:37.164 James McCoy
I I I I absolutely I don't I don't think there's a way to a way to operate without it. you know, th there that that may not be universally true, but it's almost and and and even broader than the idea of you know, I I I hear a lot of folks say, well, you know, we're active on social media. maybe. and and so what we say is not only are we active on social media, but we are actively engaging folks on social media. And and of course engagement is is different than pret than than than actually attending or viewing or watching. but but our our overall goal through things like particularly video content is is about engagement.
21:28.662 Brandon Burton
Yes, absolutely. So I wanted to to go back a little bit and touch on you had mentioned how you had partnered with some of you know other partnerships maybe that are maybe not as traditional for a chamber to partner with in an effort to support local businesses. Can you touch on that in a little bit more detail?
21:48.046 James McCoy
sure. Well, I'll give you a few examples of of that. we had a number of businesses who were reaching out to us saying our employees really want to get tested. We want them to get tested. we are are having a tough time finding getting access to testing sites. So we started working with our our local medical clinic that typically serves underserved populations. they had capacity and we were able to they they so people were paying them to for for the test was paid they got an additional source of revenue that they might may not have had otherwise our business members were able to get their get folks tested those folks were able to get tested And that is a partnership we would have never had otherwise. We we we certainly know the folks at the clinic. We certainly work with them a great deal on different community initiatives, but we've never really partnered with them on something. And that was a partnership. the reverse of that was they ran out or were running out of PPE. and we were able to find PPE from two or three firms in our community to help get that to them. That conversation would have never happened. probably at any other other time. And and the same is true with homeowner associations. you know, we particularly when you're the economic development entity, homeowner associations and economic development do not often go hand in hand. In fact, it's can often be adversarial. but in this particular case, you know, we we were what we were really trying to encourage folks to do was spend money at your local restaurants, spend money at your local stores. And we were putting together information about who would deliver, who did curbside, even down to consolidating information about menus and and that sort of thing. And and really getting clear about particularly in hospitality, the other side of that was h helping residents know what access that they had to things or that they did if they were choosing not to go out.
24:10.076 James McCoy
or couldn't go out because of the lockdown that that they could still have access to whatever it was they needed. and so we reached out to those to many of those homeowner association groups and and they were very eager to get involved and engaged and and now we've developed you know meaningful relationships with a part of our community that I don't want to say we ignored. That's not really true, but we we had never worked on anything with them. in any meaningful way. And and that's opened the door to a lot of conversation about much more strategic things when it comes to economic development, you know, trying to understand what their expectations are, what the residential expectations are, the leadership of those homeowner groups, understanding where we're coming from, why we're trying to grow the tax digest, how that benefits a resident, and and those conversations would not have happened otherwise.
25:07.646 Brandon Burton
I I have a feeling that in a lot of communities the HOAs are they're overlooked to a big degree. And as you were given that response, I was thinking that you know, these homeowners associations and no, every community is different. So some communities may just fast forward through this part because they don't have a lot of homeowner associations in their community. But if you do have several of them, they have email addresses and ways to connect and and contact all of the residents in their community. So it would make sense for the leader in the business community to be connected with the, you know, those people that are connected to the residential community and, you know, connect those dots.
25:49.142 James McCoy
Absolutely. And and I grew up in a a very rural community, a farming community in western North Carolina. And and if there is a single homeowner association in in my in my my hometown, I would be shocked. But it may not be an actual association, but there are neighborhood and community leaders that are well connected to people that live near and around them. And because I've I've thought about this in the past, like, you know, what what is the what is a a a a more rural version of this? And and they do exist. And and and I know certainly in in the the town I grew up in, I doubt there was much of a relationship between the chamber and those community leaders who were really, you know, it they're the homeowner association could be a school or it could be a church. Or it could be a park and and people who rally around that. And so there's there there are avenues, but you're right. I mean, not not every community has formally organized homeowner associations. But for our community, and I think for many communities, they are well organized and and can be very powerful, and certainly politically powerful.
27:08.886 Brandon Burton
Yeah. It you know, some communities these days it could be a Facebook group. You know, you can search Facebook, find those groups of like-minded people in geographic area and partner with that.
27:19.018 James McCoy
That that that is a huge you are absolutely right. I mean, that that is a huge part and and and to be candid, that was that was part of what opened the door to us for homeowner associations. A lot of those were closed Facebook groups. And so to access that, we were reaching out to homeowner associations to say, you know, at first, can you please get this information out to your your your communities? And in some cases that could be 10,000 people. and so you know that that was that was really for us long term, I think, you know, strategically important a com strategically important communication tool. because for for in many cases it's opened up the door for us to be talking about a lot of other things.
28:06.87 Brandon Burton
Yeah. I could even see if if you have a huge homeowners association in your community to try to get somebody from that HOA onto your board at your ch I mean then they've got a vested interest and they're gonna push it and it it'll be a great partnership all around. I I
28:21.758 James McCoy
I well I I don't want to get ahead of my skis, but I will be shocked if in this next board selection process that is not the case. I mean one a a homeowner association represented on our board. But in many cases, at least for us, and my guess is if you really looked at it, most of those people are business people. They may not be be business people in your community, they may be a business person in the neighboring community. But they're generally or often business folks that that that that are willing to to have a conversation and and listen. The problem, of course, comes when there's no conversation and and and an economic development project is perceived as a threat or attack on on a on an HOA rather than look at, you know, right and the HOA is looking at it of course from their perspective and and and so what we've discovered through this process of course is it's helped them have a many of those leaders have a a larger perspective. But you're right. I I I think engaging them in a meaningful way, like a board seat, and at minimum engaged in a leadership capacity on you know some strategic committees, all all of those things I I I think matter a great deal.
29:41.142 Brandon Burton
Yeah. So I know we need to start wrapping up here, but man, we've been covering some good stuff. so I I wanted to see, and it may not even be covered in your application this year, but since we've got one of the best of the best chambers represented here, I I wanted to ask you, what do you think makes a Forsyth County chamber stand out? What are what's something that you guys do that maybe other chambers don't normally do?
30:11.734 James McCoy
In really probably looking back specifically at at this past year, and and I think this would I would not have said this before this past year, but I think it's always been true is the nimbleness and speed with which we can move. we're we have a very supportive board that says we're we're really looking to our team to give us information. To make solid policy decisions as a board. We went to our board with a recommendation very quickly that we effectively stop what we're doing now and respond to this crisis. And here is what we plan to do. That plan was created over a weekend. and it was presented to our board the following, I think, Tuesday morning. And we were live that afternoon. So I say all of that to say that I I I I think having that nimbleness and that flexibility, given the speed with which things move in a a new world and a new economy and a new media environment, you it makes us it sets us apart and and I am hopeful that that and certainly in talking to colleagues around our region in in Georgia, that that really become a focus for for all chambers. That moving with having the nimbleness and moving with speed i i certainly has an advantage and often a financial advantage for for organizations and
32:02.222 Brandon Burton
And it and that could be a whole nother discussion that we could get into. I mean, keeping your ear to the ground of being able to know what you need to do to stay relevant, having the trust of your board, you know, all of those things that allow you to be nimble and move quickly.
32:16.678 James McCoy
And and balancing that against being mission focused, you know. Yes. You know you can't be item de jour or or project de jour, but it also it also cannot be blinded to what's going on and knowing where that balance is. But you're
32:20.438 Brandon Burton
Exactly.
32:35.918 Brandon Burton
Exactly. Exactly. Well, I'd like to ask you for maybe one tip or action item that a chamber champion listening can can take to help elevate their organization up to the next level.
32:49.048 James McCoy
Sure. I well I I I think, you know, for me, and and I can only speak in you know that that that lens of of and that is for for many years I was extremely nervous or hesitant to to take an idea that I didn't feel like was was tested adequately. I might have information that says it would work. But I couldn't point to another example of where it had worked somewhere else. And and so what ends up happening is is at least for me was I was simply emulating a lot of things that I saw around me or saw in chambers that that I admired. And and there is real value in that. But there is also real value in simply having the confidence of moving forward with your idea. And as long as it's you know data driven and not gut driven that that that it it is very likely to work out and I will tell you this past year we did a lot of things that I don't think I would have ever done before but not because I I simply because I I I I didn't really have the the true confidence behind that. And so And and of course I know a lot of my colleagues in any profession, it's not just in chamber profession, are really afraid of being embarrassed by a failure. And so I guess I guess the tip would be get over that and and and and and embrace it and and and and listen to Brené Brown, by the way. She all about all about that very idea. and and read up Brené Brown really I I I think her what she teaches I think is very valuable and and I think is very helpful, particularly in our profession that is full of people who love to please other people.
34:57.206 Brandon Burton
Yeah. Yeah, I had the thought this morning that maybe as I do these interviews I should start asking every every chamber about a failure that they've had recently. Yeah, I mean that that could get raw.
35:09.198 James McCoy
Yeah. Absolutely. Well, and and you know, that that's not space. I mean, any very few people are really comfortable in that space, but but but really, you know, we don't you don't learn from success. and so, but but you're that would that I think that would be a wise a wise move and and it would certainly be helpful. I I certainly have learned, you know, I I tell people, all of my friends know I learn everything the hard way and and and that is through failure. And so if anything that that that I have I have really embraced particularly this past year it is it is as Brené Brown would say leaning into that failure and and growing from it and and and building from it. And and if if I think if you can do that, everything else is a cakewalk really. Yeah.
36:06.08 Brandon Burton
Yeah. So I know I asked you this question when you were on last year, but I now we've got a whole different perspective on the world. So as we look to the future of chambers, how do you see the the purpose of chambers moving forward?
36:22.094 James McCoy
You know, I really don't see their purpose being any different than it has been since, you know, dialing it all the way back to hundreds of years ago when when it was all you know guilds and that sort of thing. and that is that business people who joined together to work on the creation of prosperity for everybody. and I I I don't see that. That purpose changing. certainly the way that we do it's gonna be very different. who's at the table? I think thankfully is going to be very different. And that the only way to be successful in the future is is being aggressively inclusive of of of every part of of your community. but th those are those are things that change with culture and time. But the purpose I I I see is I I I I it's probably a an overstatement, but I think it's almost eternal that that that chambers are dedicated to the we exist to create to support prosperity and the creation of prosperity.
37:35.958 Brandon Burton
Yeah, absolutely. Well, James, I've enjoyed having you on the podcast again. I wanted to give you an opportunity to put any contact information out there for any listener that would like to connect with you or have any follow up about anything that you guys are doing there at the Forsyth County Chamber. What would be the best way for them to reach out and connect with you?
37:56.194 James McCoy
so all of my information is on our website with which is focochamber.org. and and I certainly welcome the conversation. I I encourage it because I I am always looking for the the the examples of of what folks are doing out there and and and and just meeting as many other peers and colleagues as I possibly can. It's always that has been the source source of growth for me and and and I certainly welcome
38:33.91 Brandon Burton
All right. Well, I will get that on the show notes for this episode, which will be found at ChamberChatPodcast.com/episode132. And I'll also link to your previous episode as well in the show notes as well. So if anybody wanted to go back and and listen to your other episode, they can find it there. but again, thank you so much for joining me today on Chamber Chat Podcast. I wish you and your chamber the best of luck with Chamber of the Year and and we'll talk soon.
39:02.766 James McCoy
Brandon, thank you. And thank you again for for everything you're doing for our our line of work and and and for for chambers across the country. It makes a huge difference. And I I know I know you've you've done a lot to to help support us and and we really, you know, on on behalf of a on behalf of a grateful profession, thank you.
39:21.952 Brandon Burton
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39:57.848 Brandon Burton
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