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Brandon Burton (00:01.228)
Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your host, Brandon Burton, and here on the podcast, I introduce you to people and ideas to better help you serve your chamber members and your community. Today we’re joined by Tammy Bracewell. She’s the president of the Florida Association of Chamber Professionals. Tammy began her career in 1989 with the Greater Brandon Chamber of Commerce. I’m partial to that name, where she served in multiple leadership roles before becoming president and CEO.
A position she held for 13 years. Since 2015, Tammy’s focused her work fully on leading the Florida Association of Chamber Professionals, supporting chamber leaders and professionals across the state of Florida. She holds both the IOM and Florida Certified Chamber Professional Designations and has been recognized as FACP’s Executive of the Year. Under her leadership, the Brandon Chamber was also named Florida Chamber of the Year. Tammy brings a ton of chamber.
Experience, a deep commitment to the profession, and a passion for supporting her peers to today’s conversation. But Tammy, I’m excited to have you with us today here on Chamber Chat Podcast. I’d love to give you an opportunity to say hello to all the chamber champions who are out there listening and to share something interesting about yourself so we can all get to know you a little better.
Tammy Bracewell (01:21.228)
Okay.
Well, Brandon, it’s my pleasure to be here today. as you said, I love chambers. It’s it’s what I live, eat, breathe. but about outside of that, one thing that a lot of people don’t know about me unless we’ve chatted a l a lot is that I also own a restaurant. So my husband and I. So I think I approach things a little bit differently now than I did w sometimes when I ran my chamber because I am now signing the front of the check instead of just the back.
So I think that has actually helped me to work with chambers and to help them look at things from the perspective sometimes of their business owners and not just from the chamber side. So I’m a I’m a small business owner.
Brandon Burton (01:52.418)
Yeah.
Brandon Burton (02:07.82)
Yeah, there’s so much value to that, and I wish every chamber leader out there could have an opportunity to to actually run a business itself, and some have, but it brings a ton of value, which really leads well into what our topic is for today. So before we get into that though, I’d love for you to tell us, especially those who are maybe outside of Florida
Or those who are in Florida who haven’t gotten, you know, tied in with the Florida Association Association of Chamber professionals, what is it all about? What do you offer? What’s the programming look like? Who do you serve?
Tammy Bracewell (02:44.115)
Happy to do that. FACP, as you said, is a statewide organization. Our mission is to advance excellence in chamber management. So by providing we have annual conferences, we do monthly advocacy training calls. we serve chambers from the hand handle to the keys and all of their needs are different. So in addition to the conferences, the advocacy calls, we have 14 regional meetings each year.
I do a survey every week on a topic that I feel would be beneficial for our members to have the answer to. They send me those ideas of if they have a question. Sometimes I come up with a question that I think they might want to know the answer to. We also provide monthly webinars on topics relating to all things related to chamber operations. So it’s just a plethora of tools that they can have in their toolkit.
Brandon Burton (03:45.535)
That’s perfect. That’s a a great great synopsis and a great service that you guys are providing there for the the chambers throughout Florida. today we’re gonna focus our our topic of discussion around
running your chamber as a business. So I’m excited to get into this topic, especially with your business background with running the restaurant and and taking the experiences and the perspectives you’ve gained throughout your your career in the chamber industry to really dive into this topic as soon as I get back from this quick break.
Alright, Tammy, we’re back. So, as I mentioned before the break, today we’re going to talk about running your chamber as a business. So, it kind of in the introduction, you talked about what a great value that is and signing both the front and the back of the check now. So, instead of just the back of the check, as you previously may have done. But what kind of lessons do you see be that correlate between running a business and running a chamber that may be
Maybe the average chamber leader misses or overlooks that could be valuable for them to pay attention to.
Tammy Bracewell (04:53.675)
Well, I think w well let’s let me step back a minute. When I ran my chamber, we were very entrepreneurial.
and so it it be it came very naturally to me, even though I didn’t own a business then, I guess I maybe had the mindset. My family family was self-employed, so I grew up in a in a self-employed household. So I think I always had that mindset. But you know, chambers sometimes think, well, I’m a nonprofit. Well, you are a nonprofit, but you can still make a profit and you should make a profit. And so, you know, you sh if you wanna be the business, the voice of business in your community, you really need to run your chamber.
Brandon Burton (05:23.352)
Mm-hmm.
Tammy Bracewell (05:30.881)
if it were a business. you know, have a finance have a budget, have a strategic plan, have a business plan. do the things that businesses do. And I think that if you can put that hat on of what what are your chamber members going through and run your business that same way, it makes a huge difference.
Brandon Burton (05:56.503)
Yeah. So you’d mentioned when you were at the chamber you ran it as kind as an entrepreneurial mindset type of chamber. how does that translate into what you do at the chamber and how you operate and what you offer?
Tammy Bracewell (06:11.285)
Well, at at my chamber, which as you know, I as I you mentioned I was there twenty four years, we we were publishers, which maybe isn’t timely right now with everything, you know, with AI and and everything being electronic, but we were publishers, we were landlords, we had tenants, and so it was multifaceted and I think that chambers have to find that need in their community that they can serve and provide that service. You don’t want to compete with your members by
By any means, but you know, just being able to run it as a business, see where your revenue streams are, where opportunities that you can offer. There’s might be a niche in your community that isn’t being filled. you know, a lot of chambers do things like certificates of origin, things that provide non-duge revenue and provide a service that’s needed. Not that that’s for every community, because I think that’s what people need to realize: that one size does not fit all. You know, every community is looking for something.
different from their chamber and it’s up to the leaders of that chamber whether it be the board from a strategic standpoint or that the staff from a you know boots on the ground standpoint to figure out what those services are that that their members need. Just like if you’re gonna open a business, you’re going to do some research and say is this business going to be viable? Or is there a a customer base for it. So I think that the chambers need to take that same mindset that businesses use.
Brandon Burton (07:39.555)
Yeah. Unfortunately some chambers are really good at keeping secrets. you mentioned the certificates of origin and it took me a long time working with chambers before I even realized that there’s chambers out there that offer certificates of origin. And I’m like, where’s this been the whole time? Like and that’s not the only thing that they keep secret, you know. Maybe they have a notary on staff, maybe that they have other business services that they offer that the general public doesn’t necessarily know about.
Tammy Bracewell (08:05.91)
That’s right.
Well, and one of the things that we did also, we had some extra office in our s in our building that wasn’t used and I found that there were a lot of home based businesses that, you know, maybe they worked out of Starbucks during the day for their Wi Fi, but they wanted to have a more private meeting. We would just allow our members to come in and have, you know, use the space. They could reserve that office for an hour or two. And it provided a great value to them to have a location. Obviously the person they were meeting.
with knew that wasn’t their office, but that was okay. It gave them a professional place to meet. And it also, chances are if they were bringing another business owner in, an opportunity for us to speak with that business owner as well. So I think you just have to look at at ways that you can serve that it’s mutually beneficial.
Brandon Burton (08:53.55)
Yeah.
Brandon Burton (08:59.03)
Yeah. That idea was a an idea ahead of its time, I would say. I mean, now you see chambers all over that have that that meeting space. Maybe you can rent out a boardroom or you just maybe there’s a shared office space. Yeah, I I hear a lot of chambers doing that.
Tammy Bracewell (09:13.408)
Yeah, we were kind of on the cusp, I think, of a lot of things that on the cutting edge of offering things that made perfect sense to us then and and thankfully still do now.
Brandon Burton (09:25.58)
Yeah. so y you mentioned being able to as even as a non profit to you should still be able to make a profit. It really just matters when you file your taxes as far as your status goes. But other than that, operate as a business. So with running the restaurant, what what else stands out to you that you’re like, you know, I wish I had this kind of perspective when I was running a chamber?
Tammy Bracewell (09:51.831)
Hmm, that’s a good question. I I think what came to my mind and and I don’t like to bring up this topic because I think we’re all like, I don’t ever want to hear about COVID again, but i it it it r resonated with me during that time when
especially in a restaurant, you know, we in Florida we were fortunate that we weren’t shut down as long as some other parts of the country were. But even in parts of Florida, I noticed the difference with how quickly organizations and communities were coming back open and and getting back to normal. And
I noticed that we were open and I was seeing businesses open all over the state. But a lot of our chambers were still at home with their doors locked. And I I finally just said one day on one of our calls, you know, I’m gonna take off my chamber hat for a minute. I’m gonna put on my my chamber member hat. And
having trouble that I’m out here navigating this new normal and you guys are still locked up and closed. I know you’re got information, but I need you to be back and open and operating as normal again too. So I think just having t it it made me realize that that sometimes chambers and other organizations I’m not at all being critical of chambers because you know I love chambers. Sometimes they aren’t necessarily
Brandon Burton (11:02.37)
Yeah.
Brandon Burton (11:23.374)
That’s right.
Tammy Bracewell (11:26.262)
following the pulse of their members. And so I said, you know, you guys have to open back up again. You got to get back in your offices. You got to be open because your b your businesses are open and they’re looking to you and you’re not there. You’re you’re sending information, I’m not being critical, but you’re not physically in your office. And they’re like, you know, you’re probably right and you know but follow the pulse of your members.
Brandon Burton (11:29.464)
Yeah.
Brandon Burton (11:49.582)
That’s such a great
Yeah, that’s such a great perspective, great example because I think chambers across the country were doing what they felt like was the right thing to do. They’re trying to, you know, follow guidance, you know, that they were given by we’ll say the higher ups by government agencies. Yeah.
Tammy Bracewell (12:09.164)
Well and of course, you don’t ever want to do anything that you shouldn’t do. But when you see your business community, it’s it’s it’s been approved, people are back in business, they’re opening their doors, you need to kind of follow follow the pulse. Do what’s do do what your members are doing.
Brandon Burton (12:13.218)
But
Brandon Burton (12:19.085)
Yeah.
Yeah. So to your point with following the pulse rather than just what’s popular or what you see others doing, what are how do you read that pulse? And I know there’s surveys and they’re, you know, you talk to members, but to really get a good feel for the business community in your you know, in the any given community, how do you really get that pulse?
Tammy Bracewell (12:46.976)
think you have to get out of your office some see what’s going on talk to people just go out visit some of your members some of your small members large members retail office industrial whatever it is that you have you know identify those that would be a good representation of your overall membership and go out and see what’s going on with them you know oftentimes
Brandon Burton (13:12.301)
Yeah.
Tammy Bracewell (13:15.016)
if you ask a business how theirs how what their challenges or you know, they’re a little maybe maybe a little bit hesitant to tell you that they might be struggling financially or they might need something. But if you say, what do you find in your industry, they’re a little bit more likely to open up and say, Well, I think our industry’s struggling with this right now. so I think just being able to have the conversation that allows them to be comfortable.
Brandon Burton (13:31.534)
Yeah.
Tammy Bracewell (13:44.104)
and not making them feel that they’re giving information that is might be a little embarrassing at times or, you know, just make it general.
Brandon Burton (13:52.323)
Yeah, I think that’s great advice. Just to almost put yourself in their shoes into how they would answer these questions. How’s it going to make them feel? Is it coming from a place of concern and the chamber is here and can actually help? Or is this going to shine negative light on me as a business owner? Or is it embarrassing? Does it show that we’re you know struggling? What what kind of you know light does that shine on the business? And you want it to be a good experience, you want it to be honest feedback, but
There’s ways you can phrase things, there’s ways you can approach topics that will keep it comfortable, that’ll keep it natural, that’ll keep it trusting, I think is a big one. it’s a great example.
Tammy Bracewell (14:34.752)
Good.
Brandon Burton (14:36.714)
are there I’m curious with with you leading the the Florida Association of Chamber Professionals, if there’s any kind of trends or anything that you see amongst chambers and you know through Florida that I I know we all rip off and duplicate, so these trends may have come from other places, but what kind of trends do you see that are interesting to you, that are kind of top of mind, that are worth talking about and mentioning to for those listening?
Tammy Bracewell (14:55.616)
Yeah.
Tammy Bracewell (15:05.878)
think all that I you know, we all love R and D, right?
Brandon Burton (15:09.208)
That’s right.
Tammy Bracewell (15:09.404)
eight, but I’m seeing a lot more collaboration, chambers thinking regionally versus trying to do everything on their own individually. I think being able to share resources is key. I even have a few chambers that have discussed and and are looking at options of how to do some shared back office expenses.
Brandon Burton (15:36.152)
Yeah, right.
Tammy Bracewell (15:37.361)
maybe they don’t need a full-time bookkeeper or and and there’s another chamber that doesn’t need you know have that need as well. So they’re collaborating and saying, can we do some shared expenses? collaboration on programming and events. I’ve even seen some full blown mergers. but I think everyone is looking at
How do we continue to evolve with the use of AI and all the information that is available to people right now? How do we harness that in a way that is positive and to be what AI can never be? I think we have to learn to use it effectively, and that has been a focus of our conferences. We’ve been touching on that for the past four, and we’ll continue to do so to educate chambers again, stay
Brandon Burton (16:20.727)
Yes.
Tammy Bracewell (16:34.686)
stay ahead or at least stay on with level with your businesses and where they are and if they’re not there yet to help bring them along because it’s AI is here and we all know that whether you love it or you hate it it’s here and so you know learning how to to use it to effectively lead your chamber and then finding areas that it doesn’t serve that you will still be needed more than ever.
Brandon Burton (17:01.474)
Yes. Yeah, the the AI aspect I think is so important. In fact, Craig Turner’s the one that connected us and I know he’s spoken for you and presented on AI. but it’s important as you’re leading the businesses in your community to be at the forefront of the technology, to be able to understand. Cause if your chamber’s not using it and your members are
Tammy Bracewell (17:09.536)
There you go.
Brandon Burton (17:26.354)
they’re not gonna see any relevancy, any impact that the chamber can make if you’re not keeping up with with the other business trends. So I think that’s a huge one. I’ve also I
Tammy Bracewell (17:36.877)
That’s correct.
Craig will tell you, you know, and and I’ve been working with him myself on this, you know, chambers are we’ve always been overwhelmed and with so much that we want to accomplish with the amount of staff that we have. And so, you know, we need to try to embrace AI as much as we can to allow to give us tools to free up our time, right? Let’s use it to do to automate things that, you know, database cleanups and things that you could do easily.
through that that we were spending hours and then free us up to be able to go out and do the things that our members need us to do, without spending so much time doing clerical things.
Brandon Burton (18:21.644)
And I think the more a chamber utilizes it for those kind of tasks, like the database cleanup and those repeatable tasks that you do over and over again, as you are out visiting your members, as you’re interacting with your members and they’re talking about their struggles, all of a sudden you’re at a place where you can make the connection with what AI can do to to solve answers, and then it it puts you in a position of being an expert to be able to help them solve their problems.
I I also wanted to touch on what you shared about with the collaborations ’cause I’ve seen
From mergers to even, you know, within a community, you know, a chamber and a maybe economic development and tourism, you know, all coming together as one entity for a lot of those same reasons. The shared services, shared staff, shared expenses. but what jumped out to me when you were talking about that was chambers sharing some of these same like the example you gave with the bookkeeper. So it made me think of if we’re trying to run our chamber as a business.
And you have a bookkeeper who’s seeing how a chamber’s managing finances, not that the bookkeeper needs to, you know, air any dirty laundry or anything, but if there’s something out there that is effective, why wouldn’t they say, hey, have you tried this?
This is working well for other chambers. And you know, it it would be great to have that insight from a bookkeeping perspective to be able to help keep your business or your chamber upright and and floating in the right direction. any other trends or anything that stand out to you that you want to make sure that we touch on?
Tammy Bracewell (20:03.18)
Yeah.
right now those are what I’m seeing people just being creative. and you know, I always tell them I think we’re going with the the AI and and everybody thinking, well we don’t you know if if a business I just had a conversation just this week with a local chamber. They’re like, well, you know, there’s businesses coming in. They don’t really need the EDC right now. They can find everything they want to find on the internet, you know, and I’ll and you know, how do we how does the EDC adapt to that? And
And I think the same thing holds with chambers. You know, AI can provide information. They cannot provide the connections and the access and the collaboration that chambers can provide. And so
You know, I think right now I’m seeing people looking at how do we how do we make that good blend? You know, how do we make that personal connection that chambers are better than anybody to be that connector and that catalyst for the things that they want to happen. So, you know, I think I I’m just seeing people be a little bit more creative and looking, thinking outside the box of how they can do things.
Brandon Burton (20:54.604)
Yeah.
Brandon Burton (21:01.218)
Yeah.
Brandon Burton (21:06.211)
Yeah.
Brandon Burton (21:13.858)
Yeah, to your point, I AI is great at doing research and getting that information, but I don’t know that it’s ever gonna change the mind of a NIMBY. You know, somebody who says, Not in my backyard, but a chamber economic development corporation can. They can bring the facts, they can show what the economic impact is gonna be, and it’s gonna be from a perspective that betters the entire community and not just a a skewed focus on whatever the prompt was that was given to that AI model.
Tammy Bracewell (21:40.204)
Exactly. Yes.
Brandon Burton (21:41.909)
So I love that. Keep keep chambers doing what what the the human touch needs to be there for, make those connections and and really make things more valuable. well Tammy, I like asking on behalf of those listening who want to take their organization up to the next level, what kind of tip or action item might you share with them as they strive towards that goal?
Tammy Bracewell (22:07.894)
Well, I’ve touched on it a lot and I still really believe that
The change change is coming. It always has been, right? And you know, don’t sit in your office in a silo. Get out there, talk to your members, find out what their needs are, and and be the catalyst for that change if you can. Because instead of, you know, saying well this is how we’ve always done it, let’s not protect what we’ve always done. Let’s enhance it and make it better and and to serve the people who who need that service because chambers aren’t going
Anywhere. They just had to evolve. As we’ve always done. You know, this is with the invention of the internet. Remember, I mean, it was just like, you have this internet, nobody’s gonna need a chamber. Yes, they do. They still need a chamber. We just have to continue to use the technology and the services that are available and and to be there for our members in ways that technology cannot. So, you know, get outside, talk to your members, find out what their needs are, and just continue to be that catalyst. And you know, I always go back to to Dave.
Brandon Burton (22:54.7)
Yeah.
Tammy Bracewell (23:13.112)
kill these three C’s, right? And they are relevant. You know, how many years ago was that? And it remains relevant today. So, you know, continue to see ways that you can be the catalyst for change and convene the people together or be the champion for the change that’s needed in your community as it continues to evolve. And businesses continue to open and their needs are changing too. So just because the service that they wanted from you five years ago, they may no longer need that. Their business has evolved
Brandon Burton (23:15.32)
Yeah.
Tammy Bracewell (23:42.985)
evolved too. So you know be be in contact as much as you can and find out what what they need from you because they don’t buy networking events, they don’t buy breakfasts, they buy connections, they buy customers, you know, they buy what that what’s in it for them, not what your what your benefits are. No, it find out what they need. And
Brandon Burton (23:44.674)
That’s right.
Brandon Burton (24:07.054)
Exactly. I didn’t mean to cut you off, but yeah. i i I I love that thought and as the as your members grow.
Tammy Bracewell (24:10.282)
No, you’re perfect.
Brandon Burton (24:18.112)
Obviously chambers serve members of all different sizes. So they should be able to grow and you still should be able to have offerings for them that make sense that help them to continue to grow. And and I spoke at this the Texas Chamber conference or talked about sponsorships. And really when it comes to sponsorships, it’s more than just having a logo, you know, that’s displayed somewhere, but it’s how are you helping to align this business as being a thought leader in
Tammy Bracewell (24:25.184)
What?
Brandon Burton (24:48.276)
you know, whatever the the thing is that they’re sponsoring. a golf tournament may not be the best example, but there’s other programming out there that you get a sponsor for that really shows them as being a thought leader for helping drive the future pipeline for for workforce in the community. You know, that that would be one example that a lot of businesses, if it’s positioned that way, would want to be a part of that. So I love that.
Tammy Bracewell (25:15.648)
Yeah, size does not fit all with sponsorships, Brandon, you know. I’ve always and I tell people that all the time. Instead of saying we need, you know, we’re want you to pay twenty five hundred dollars to be the sponsor, say we are gonna provide you this opportunity.
Brandon Burton (25:20.332)
Right.
Tammy Bracewell (25:32.82)
to be in front of this many people, to talk about your service, to, you know, create relationships, that’s what they’re looking for. They don’t necessarily want to hear that they’re being the sponsor of something.
Brandon Burton (25:45.324)
Yeah. Yeah, there’s a few people out there with egos that want to see their logo you know, plastered everywhere. And and you’ll sell them too, but for most people.
Tammy Bracewell (25:51.181)
Hi.
When I see my restaurant logo up on a chamber event, that makes me very happy. but at the same time I also wanna know that the people at that event are going to know that I’m a good community steward, that I wanna support my community, and that they’re likely gonna come and eat at my restaurant sometime, right? Because I was there. So I think the ultimate goal is, you know, is giving the benefit to the sponsor and making sure that they have every opportunity.
Brandon Burton (25:58.671)
Yeah.
Brandon Burton (26:15.436)
That’s right.
Tammy Bracewell (26:23.822)
while they’re there. And one size doesn’t fit all. You know, different companies look for different benefits. So I think that’s important is looking at what does that company need from that sponsorship.
Brandon Burton (26:24.781)
Yeah.
Brandon Burton (26:31.842)
Yeah, exactly.
Brandon Burton (26:38.294)
Yeah. Well, as we look to the future of Chambers of Commerce, how do you see the future of chambers and their purpose going forward?
Tammy Bracewell (26:47.838)
It’s brighter than ever.
I I as I said, I think that the chamber few the chambers will be around. They’ve been around and they will continue to be around. they just need to evolve and use the resources they have available to them. And I I feel confident, you know, we’ve evolved through the years. when I first came into the chamber world, I remember, you know, the I’m old, okay, Brandon. The first the first fax machine we got, we’re like, my gosh, we have a fax machine. What does this do? You know, and
Brandon Burton (27:14.05)
Yeah.
Brandon Burton (27:19.939)
Yeah.
Tammy Bracewell (27:20.078)
I remember taking facts off my the facts I had to go to lunch and I threw it on the dash of my car. I came back, it was all black. I’m like, duh. You know, but we’ve we’ve c we’ve seen change through the years and we will continue to see change. And, you know, chambers have the ability to connect people like no other and that will never go away.
Brandon Burton (27:27.39)
It’s black.
Tammy Bracewell (27:42.048)
the need for connection and no matter whether what type of business you have, you need that connection to get to get to customers, to guests, to clients, whatever it is that you’re looking for, you need that connection. And that’s where chambers can continue to thrive and provide.
Brandon Burton (27:58.091)
Yes, I I totally agree. And I’m so glad the internet didn’t wipe out chambers, you know, in the early nineties. So that’s right. That’s right. Well, Tammy, I wanted to give you an opportunity to share any contact information for listeners who may want to reach out and connect or where they want to come and get a great meal. Where would you point them and what’s the best way to connect?
Tammy Bracewell (28:07.02)
It was gonna happen, you know, so we’re still here.
Tammy Bracewell (28:23.99)
Well, you can reach me at director@facponline.com or +1 (800) 226-3269 or on my cell phone. I answer that too at (813) 310-7689. I also
tell people I I one of the privileges that I have and not only working with chambers across the the state I also have the privilege of working with my peers across the country by coordinating our bi-monthly calls and we’ve often chatted about you know we need to go to each other’s conferences and see what we’re doing so if anybody watching this in the chamber world would like to come to Florida in November or May we’d love to have you
Reach out. we don’t limit our attendees to Florida chambers. So if somebody from another state wants to come on, come on and see us. It’s beautiful in November. if you’re in central Florida and you want a good meal, my restaurant, I don’t do plugs, but since you asked, I will tell you it’s called the Crooked Bass. It’s Crooked Bass Grill and Tavern. We’re located across the street from Crooked Lake, and it’s it’s a very crooked lake, that’s why it’s named that. But we are it’s a seafood and steak restaurant. We’ve
Brandon Burton (29:29.738)
Yeah.
Tammy Bracewell (29:41.838)
had it for almost eleven years. So that’s seventy-seven years in restaurant years just so you know, it’s like dog year.
Brandon Burton (29:45.058)
Very good.
Brandon Burton (29:48.782)
Well, I hope to get there sometime and and try out the restaurant. I’ve heard great things.
Tammy Bracewell (29:53.782)
Well Craig’s been there, so you’ll have to come with Craig sometime.
Brandon Burton (29:57.378)
That’s right. Absolutely. Well, Tammy, this has been fun. I appreciate you spending some time with us today here on Chamber Chat Podcast and bringing your your insights and experience to the conversation. This has been a fun one.
Tammy Bracewell (30:05.472)
My pleasure.
Tammy Bracewell (30:10.881)
Thank you. I’m glad and I thank you for the invitation.
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