Leadership Visits with Matt McCormick

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

Episode 52 — Leadership Visits with Matt McCormick
Clean Speaker-Labeled Transcript
Guest: Matt McCormick
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.
00:14.862 Brandon Burton
Are you?
00:19.736 Brandon Burton
Brent. Welcome to Chamber Chat Podcast. This is Brandon Burton, your host, and it's my goal to help introduce you to people and ideas so you can better serve your chamber members and your community. This is episode 52 of Chamber Chat Podcast, which means we're right around the one year mark, which is pretty exciting. But our guest today is Matt McCormick, who's the president and CEO of. Of the Columbia Chamber of Commerce located in Columbia, Missouri. Matt has over 20 years of tenure in the chamber industry, and he brings a wealth of knowledge and expertise to organizations and individuals utilizing his professional expertise to strengthen business entrepreneurs and executives seeking success. Having held positions ranging from membership director to president, Matt has a keen understanding of what is required to build and sustain a successful team. A graduate of Stephen F. Austin University with a degree in speech communications, Matt went on to graduate from the Institute of Organizational Management as well as receive his certified chamber executive. Active in his local community and chamber industry, Matt is the past chairman of the Texas Chamber of Commerce Executives Board of Directors, Board of Directors for MACO, and is the past chairman of for the Board of Regents. For the Winter Institute Organizational Management for the U.S. Chamber of Commerce. He also serves as Vice Chair of the U.S. Chamber Institute for Organizational Management Board of Trustees, Association of Chamber of Commerce Executives Board of Directors, and is a chair-elect for the Certified Chamber Executives Program. It's quite a resume. Matt's here to talk with us today about the importance of leadership visits and things, lessons that he's learned. By both going on leadership visits and hosting them in his community. And we'll jump right into this discussion as soon as we get back from hearing from our sponsor. Every chamber is looking for new ways to increase their non-dues revenue. Has your chamber found a good affinity program? I have a great affinity program to offer your chamber that will continue to increase in revenue year after year. I want to introduce you to Swipe It.
02:39.0 Brandon Burton
For all of your credit card processing needs. Swipe It has a unique affinity program that 1. Lowers your credit card processing fees at the chamber, 2. helps your chamber members be more profitable, and 3. provides recurring non-dues revenue to your chamber. To learn more, please visit ChamberTapPodcast.com/slash CC for credit card. Again, Chamberchat Podcast dot com slash C C and get swiping with swipe it. All right, Matt, we are back. Thank you for joining us today here on Chamber Chat Podcast. I'm happy to have you here with us, but please take a moment to say hello to the audience and if you would share something interesting about yourself so we can all get to know Matt McCormick a little bit better.
03:29.648 Matt McCormick
thank you, Everyone. I appreciate the opportunity to spend some time with you and and get to talk some. It's always it's always wonderful to have the chance to talk about our industry and things that are going on in our organizations. something interesting got me that I guess there's probably not a lot outside of you know, most of my time's taken up between my job with the chambers and working with our businesses and I've got two young kids and so that's you know, I've got a fourteen year old and a nine year old, and so we're full fledged into sports and different programs like that. So that's that's like I said, not overly interesting, but that's what pretty much takes up my my world.
04:08.622 Brandon Burton
Yeah so your Saturdays must be wide open these days, right? yeah.
04:11.928 Matt McCormick
Saturdays are always white open. I don't think I've had a Saturday in about fourteen years.
04:19.426 Brandon Burton
I hear ya. I'm in that same boat with you. Same same point in life right now. So it's fun.
04:24.768 Matt McCormick
It is, it goes fast and I wouldn't trade it for the world.
04:27.806 Brandon Burton
That's right.
04:29.686 Matt McCormick
Well Friday worth it all so Owen trade it for the world.
04:34.39 Brandon Burton
That's right. Well, why don't you take a moment and just share with us a little bit about the Columbia Chamber of Commerce so we can all understand a little bit better from your perspective about the size and location, budget, things like that, so we can know where you're coming from as you're talking about leadership visits today.
04:49.506 Matt McCormick
Yeah, so I'll I'll share a little bit about our community and and the chamber both. So Columbia is located right in the heart of Missouri. we're about halfway between St. Louis and Kansas City. we're the home of the University of Missouri, and we're also the home our number one economic driver here is education. So not only are we the home of University of Missouri, we're also the home of a couple other colleges, Stevens College, which is a women's college, and then Columbia College. and then we have a number of other community college and a number of other satellites. our other economic drivers here, just so people kind of have an understanding is also healthcare and insurance. So we're the national headquarters for a couple of different insurance companies that you'll see nationwide and such. So it's a great community with about 120, 130,000 population when the students aren't here and then you can add about another 20 to 30,000 to that whenever all of our students are back in town. So it's a fun place to be. the chamber itself, we have right at about a thousand members. we have a staff of ten. we run our budgets, about a one and a half million dollar budget. and we have you know, kind of some different things that we have for chambers our size. but in our state it works great and and is needed in in the directions that we're going. so we have a full-time government affairs person that is our lobbyist for the organization and we work heavily in legislative affairs on both a local and a state level. and then we have four divisions within the organization. One is our women's network, which is about 500 members strong. and we've got a director that focuses strictly on women's network. We have our EPIC program, which is Emerging Professionals in Columbia. It's our YP program, if you will. And then our other our other two are our ambassadors program, much like everybody else has. and then we have a partnership that is a division of the chamber called Columbia Community Partnership that's kind of a lobbying group, but what's unique about it is it is a convenient we brought together a group of us our city, our county, our school district, our convention and visitors bureau, our university and our community college, and we work on legislative issues that impact our our community as a whole and not just specifically one or the other. so we're very busy and growing and yeah it's a great place to be.
07:07.36 Brandon Burton
It sounds like it. Sounds like you've got a lot going on there at your chamber and and really for a chamber the size of yours, I mean that you guys really are taking on a lot. So that's pretty impressive. so our as I alluded to earlier, our discussion topic for today is gonna be centered around leadership visits. Yeah. And a few episodes back we had Bob Quick on and and we talked a little bit about chamber travel and it it talked a little bit about leadership visits, but from your perspective, what why are leadership visits so important and what are some lessons that you've learned both from going on leadership visits and hosting leadership visits yourself?
07:51.66 Matt McCormick
You Bob Quick, he's he's one of my heroes. I love him to death. And I've become quite passionate about leadership business because of Bob. You know, whenever we start taking a look, I've been here for almost seven years, and one of the first things we start taking a look at is is this something that we can implement in the Columbia Chamber of Commerce? And what does that mean? And so we took a fact-finding trip to Lexington to visit with Bob and his team there. And I tell you, he he was the most gracious host in the world and opened up everything to us, and we got to spend two days with his. team there just learning about leadership visits, how to do it, what to do. I mean they're the they're the they're the grandfather of this or of this program out there in our industry and he has led that charge and because of him and and his abilities and his willingness to share with us is why it's become successful for us and why we're so passionate about it. You know, it's one of those programs, it's a nondues revenue item for us and we do, we do make revenue off of it, which is great. But you know one of the biggest things that we found out of it quickly and Bob told us that we would, but you don't realize it till you do it, was the relationship building that that you do. You you learn so much about different programs. You know, we've gone to we're coming up on our seventh one. We're about to announce in January to our membership where we'll be going. we've gone things we've gone to Lexington. we did take a trip to Lexington. last year we went to Tuscaloosa, which was one of the most gracious hosts in the world. and they're doing some wonderful things there. we've been to Fort Collins, Colorado, Gainesville, Florida, Ann Arbor, Michigan, and Knoxville, Tennessee. One of the things that we try to do is make sure that it's always a university town because there's just something unique about a university town. but but the relationships that have been built within our people that go, we cap ours at 70 individuals, because that gives us a manageable group that we can move around and experience the community. and some of the you know, some of the the most fun thing to see is whenever you have people that might be two two total opposite people maybe politically, or maybe there are people within the community that would never really have any reason to run into each other, build a relationship that h moves things forward and a relationship that helps each other out and and it becomes a win win. and so it's that's that's to me been one of the most
10:12.858 Matt McCormick
rewarding parts out of it is how it's convened a lot of our different people and organizations in our community. We have for-profit businesses, so we have our business community go and CEOs go, we have our nonprofit community go on the trip. we also have elected officials with our school district and our city and our county and our state. We have higher education. I think just about every single higher education institution we have here has somebody on the trip. And we've seen some amazing things come out of the partnerships that you see there.
10:46.114 Brandon Burton
So as you were talking about the relationships that get developed, it made me wonder, do you ever try to play like a matchmaker and think here's a couple of people I wanna get together and and help build a strong relationship? Or do you just let it go naturally and just let these people kind of gravitate gravitate towards each other?
11:01.344 Matt McCormick
You know, it's a little bit of both actually. And I feel you know, sometimes you feel like that old I forget the old dating games show that used to be on you know, back in the eighties and early nineties. but sometimes you do feel that way. But sometimes it is natural. You just you what you see is you see people kinda come out of their shell and you see those that are they're gonna make sure that they work the room and meet people they don't know. And then many times we'll have people say, Hey, I need to I need to meet so and so. Can you help me enter d who's here from this industry? Can you help introduce me to this person? And by all means we always do that too. We will we'll always help set those up and get those people together and do whatever we can to make those connections. And so it's a looks of both. Yeah. It's a lot of fun.
11:43.576 Brandon Burton
So with you you said you cap it at seventy people on these leadership visits. just logistically, what does that look like as far as the travel goes? How do you go about it? Just to maybe spur some ideas for other chambers that are listening.
11:56.142 Matt McCormick
Yeah, so where we're located, one of the challenges that we ran into quickly, and our vice president Jo Lynn Sadizan, she takes care of this for us and she oversees this program and and is a whiz with it. She is w she's she's fantastic and she can answer any question in the world about it. But one of the things that we realized quickly on was the travel. We were when we first started this we were having to take groups to you know, two hours out to St. Louis or to Kansas City and try to charter it try to work commercial airlines that way. We have a great airport here, but the flights the planes at the at that time weren't big enough to they would the airlines wouldn't allow us it to set up that many seats. So as it's grown, what we ended up doing actually is three years ago we actually chartered a plane. so we charter a 737 that flies out of flies into Columbia here and picks us up and that's one of the reasons that we cap it at 70 because of the way that that flight is set. And what that also helps us do is when we're going into these other communities of about our size most of the facilities they have, 70 is a good manageable group because we like to move our we like to move our group around the community so they can experience the community and not just be in a hotel ballroom here. and that way they can also experience the community. And so 70 has tended to be a good group for us for that flight and then also for moving people around in the community via buses and then also rooms and and that just physical space to move that around. Seventy also has what we have found kind of what's worked for our community is seventy is a good size group, but it's not so big that people don't get to meet everybody else on the on the trip. and so it works for our community well.
13:37.336 Brandon Burton
it seems like a good number to be able to not be overwhelmed completely, but to be able to make the build those relationships and meet people that you wouldn't normally meet. So for all those reasons you just listed seventy seems like that magical number, at least for in your community.
13:51.864 Matt McCormick
Yeah, it works for our community. And I think that's the key to it is is, you know, if it's something that you're looking at starting up and such, it's one of those things you're gonna have to kind of test some markets, test some things and see what can your community what what can your market bear, but what also works for your community and for your region that you serve. And I said seventy tends to work well for us.
14:11.342 Brandon Burton
So talk to us a little bit about when you've hosted leadership visits. have you reached out to Chambers? Have they reached out to you? what have you learned from that experience?
14:22.136 Matt McCormick
A little bit of both and you know, going on a going on a visit and hosting a visit are two totally different worlds and we absolutely love hosting other communities here. and one of the things that it's really helped us out with is we kind of we kind of re refused is a strong word, but we we opted out of hosting some until we started taking and had a couple of trips under our belt so we could see what it takes to actually put one of these on. And what's great about that is whenever we've been able to host communities now. our last one that we hosted earlier this calendar year was Athens, Georgia. and whenever we've been able to host communities, it's given us a good insight on what it takes to host. And it's really great to see because the com the community people that go on these trips for us, they become quite the host on our end also. So we reach out to our city and we reach out to our business community that's experienced the trip from our side and say, hey, we have a group coming in, in this case, you know, from Athens, and they had this many people and they're wanting to discuss this. would you mind serving on a panel or do you have a facility and things like that. And they're also they they always open their arms for whatever needs to be done because they've had the experience on the other side. and so it's always kind of fun to also show off your community and what it does well and have those good open conversations. And that's the key to it also is being willing. When you host you gotta be willing to talk about the good, the bad and the ugly. And because that's what they're looking for as well. And that's how everybody grows. We all grow together on it. And so It's it's I enjoy hosting as much as I enjoy going.
15:53.07 Brandon Burton
So I think that's an important point you made when you host that it you gotta cover the good, bad and ugly and everybody likes talking about the good. Yeah.
16:04.878 Matt McCormick
with everything that's great. It's hard to talk about the struggles and the challenges.
16:10.292 Brandon Burton
And to to willingly put yourself out there to be open and say, here's the bad and the ugly. This is what we've gone through and what we've learned. But that is so valuable for the people that you're hosting and and to be able to kind of push the ball further down the field, so to say. so as a nondues revenue source for you with these leadership visits, how is that structured? How does that work in your chamber? as a a nondu's revenue source.
16:41.41 Matt McCormick
Yeah, so you know, we take a look at a lot of what we do for when we're looking at non-dues revenue programming, what I really try to take a look is for that that sweet spot, those things that are mission and initiative driven, but that we can also make money at to continue expanding and growing the organization. you know, I'm not for me, I'm not big into doing a fundraiser just to do a fundraiser, but if we can implement a program like a leadership visit that helps us meet our mission. helps us work on initiatives that we're working on as an organization and initiatives that we're working on as a community. And we can make some revenue off of it so we can continue to grow our organization. That's the important part. that's that's where for me it's a win-win and we call the sweet spot. You know, and we've ranged anywhere from and it kind of depends, we range anywhere from you know, ten, fifteen thousand dollars to you know, thirty thousand dollars. It all kind of depends on what does those expenses look like and what do we think we can keep it in. When we first approached this with our board of directors, we went to them with this plan and this idea and asked for a three year a grace period to do three of these trips with the understanding our goal would be to break even. it wasn't meant straight off the bat to do a to be a moneymaker. we believed that it would get there, but we asked for three years to get it there. and honestly, we were it it hit the ground running. quicker than we realize and became more popular than we realized from from trip one, we made you know at least a little bit of some sort of revenue on it. And it's continued to grow from there. And you and the the biggest challenge is sometimes you know figuring out what that revenue is going to be because you know every town's different and you know renting buses in this community versus renting buses in that community are different and hotels and what the what the host community is willing to help you out with if they can. or at least help you make the connections that you can work with them. So I said, you know, Tuscaloosa rolled rolled out the we went there this fall and they rolled out the red carpet for us and I would recommend to anybody to check out what they've got going on in Tuscaloosa. but as is every community we've gone to.
18:52.878 Brandon Burton
So as you first started rolling out the idea of doing these leadership visits, how did you you had mentioned how you presented to the board about trying to just break even and have that grace period for the first three years? But as far as getting others on board to come along with this leadership visit, you'd mentioned the for-profit businesses and nonprofits and the educational, having all these different representatives of your community go. How did you go about getting them on board and getting them excited about, you know, stepping away from the office for a few days and and checking out this this new thing that you're presenting to
19:27.596 Matt McCormick
Yeah, you know, whenever you're asking a CEO of a major corporation to step out of office for three days, you better make it worth your while. as you'd anybody, whether it's a major corporation or small business or everything in between, you you better make it worth their while. And so what we first started off with is what would our agenda take a look at? You know, what are the topics that we would be looking at and also looking for input. So we looked at everything from, you know, healthcare to workforce to, you know, public safety, transportation infrastructure. And then we then our next step was we took a basically made a target list of what are the companies, what are the people that we need to have on this trip and to buy in. And we sat down and we went and one on one and also on the financial side, who do we need to target for sponsorships for this? and so we we made a target list and went and sat down with each one of those each one of those people and asked them to make an investment with us to help us out and be on the first to set this in motion. And you know, we had some no's and that was fantastic. And you know, some of those no's have eventually kind of looped back around to where they're going on the trip now because they see the they see the the benefits off of it. And we had some folks, one of our developers in town stepped up right away. He said, you know what, he was on our board at the time, he said, you know what, I believe in this. I think this is the right thing that we should be doing. and he became our title sponsor. and then whenever he became, you know, you got a couple other couple those names on there. Others were like, well, so and so is involved in with this. I need to be involved with this. And so it really started snowballing from there, but we made that target list of who we needed to go sit down and talk with and who we needed to work with and get them on board. we relied on a number of our board members as well to have those conversations to help us have those conversations and open doors where we might not be able to open doors. and that's how we approached it. And so it's taken off from there. We do a total resource campaign here for the chamber. that many chambers do. And so this is one of the th one of those things that has become successful enough that it sells out pretty fast through our total resource campaign for the sponsorships.
21:31.426 Brandon Burton
So I was gonna ask about that. From the seventy that it's capped at each year, what percentage of those seventy attendees are are going the next time? Is it usually the same people or does it turn over?
21:40.066 Matt McCormick
You know.
21:43.968 Matt McCormick
It ebbs and flows. We'll usually have somewhere between thirty to fifty percent of a turnover. So which is nice because you have some continuity. we've got a group of about five or six people that call themselves the six time club. They've gone to all six all six of our trips. but then it's also nice to get some new people on the trip and get them excited about the program. So it kind of depends the you know, the challenge you're always gonna have with this is what time of year to do it, when best fits schedules. There's n you know, there's never a good time, right? we try to do the fall works works for us and in between but you know, then you're juggling college football games on both here and then also your host city. And so talking with you know and working with them and just what what tends to work or what works in people's budgets. So we have probably a thirty to fifty percent turnover rate. this year it was we had probably about fifty percent new people because it just fell conflict with some others. and so but it was great 'cause we got some We got some people that we haven't been able to get before and they were willing to take they're willing to go on the trip and now we have some some new fans about the chamber and some new fans about this program.
22:54.808 Brandon Burton
So do you happen to give first priority to the people that were on the previous trip to go on the next one? Or is it just open as part of the total resource campaign, kind of first come, first serve those first seventy?
23:05.656 Matt McCormick
So whenever it's just as far as just the registrations, what we do is we reach out to all those in the past that have gone and we send out you know a week before I think it's about a week before it opens up to everyone, a pre-registration, early registration abilities so that they can get on board on the trip. And then a week later, then it opens up to our our entire membership and community. When it comes to the sponsorships, our sponsorships, the way we work our total resource campaign with the sponsorships.
23:29.248 Brandon Burton
Okay.
23:35.518 Matt McCormick
is first writer refusal for our sponsors. I will say most of our sponsors we started off with day one we still have today. and a lot of those with their sponsorships have a spot on the trip. and they've you know they've really bought in and understand the benefit that this has brought along. And and then other sponsorships have sold sold throughout the year as the as the programs continue to grow.
24:03.412 Brandon Burton
Okay. So I'm curious as you get back from these leadership visits, what kind of follow-up is there? Do you convene the the seventy attendees and talk about what you've learned or is that all done while you're on the trip or what what kind of follow up is there from the visit?
24:18.936 Matt McCormick
So we do a little bit of both. So what we do is the last day on the trip before we all start heading back home is we do kind of a wrap-up. What have you learned? What are you going to take back to the community? You know, one of the things that we we work with our group on is, you know, the ideas that come out of this don't need to just be Chamber of Commerce ideas of new programs the chamber is going to take take part of. What ideas are you as an attendee going to take back to your community, take back to your organization? And say, you what, I learned this whenever I was in in on this leadership visit. And I think we need to start doing that. And we've seen that come out with especially a lot in our education partnerships. And so and then whenever we get back, we usually convene everybody together, we do a wrap-up, both with everybody, and then also we do a written wrap-up that puts out, you know, here are the topics that we learned about, here's the feedback that we got. You know, this year one of the one of the big things that came back this year is workforce development. That is something that the chamber's taken on. But we had some other good things that have come out that our attendees have taken on in their own organizations.
25:27.835 Brandon Burton
I love that. The fact that whatever you know you take the takeaways from the leadership trip do not have to be chamber based. And I think that's so vital for everybody that that attends the t the leadership trip to be able to take what they can and apply back to their business or the universities or whatever segment of the community that they are very active in and just improve the community. That that's awesome.
25:51.126 Matt McCormick
It's a community program. It's not just a chamber program. It's not to find out what else the chamber needs to be doing. Sometimes that comes out of it, but it's what can we be doing as a community, as a region to be better. and to always be growing the right direction. And that's the purpose of the trip. you know, I can find more programs to do without doing a big massive trip just for the chamber. but with it goes so much further than just what we we need to be doing and goes back to one of our core missions is a convener of our business community and our community as a whole. and and through that convening is how do we move our community as a whole forward.
26:29.07 Brandon Burton
That's right. Great, great takeaway. so Matt, I wanted to ask just as as we kind of wrap things up here, what would be one action item based on our discussion today around leadership visits? What's one action item that a chamber professional can do to help take their chamber up to the next level?
26:48.514 Matt McCormick
You know, it's it to for me it's it's it's being willing to take the risk on a new program. something that takes a look at whenever you're taking a look at it and and not just not just another event, but a program that truly moves your organization and your community forward and helps the business community be successful. At the end of the day, I say this a lot, at the end of the day everything you strip down everything we do. We're here to help businesses do business. And what are those What are those programs that you're willing to take a risk on that can help your businesses do business? and programs like this that can be game changers for your for your community. Be willing to have that hard conversation with your board and work with your board and sell them on the fact. Give us a chance. I mean, even if it is asking for a three year grace period, for just to break even and you know what? even to be willing to lose money on the first year. but but understanding that this is something that we can grow into something new. So being willing to take that chance. But whenever you take that chance, you gotta go all in and you've got to do your research and you've got to be willing to show all the ins and outs that you can possibly do.
27:54.966 Brandon Burton
That's right. I love that. Be willing to take a risk on a new program. Yep. so I I'd like to ask this question to everyone that I have on the podcast. As we look to the future for chambers of commerce, how do you see the purpose of chambers going forward?
28:11.394 Matt McCormick
You know, I think a lot of that's a you know, it's something we talk about quite often and and you know, being in this industry for a little over twenty years and and now being one of the old guys in the industry, you know, you kind of see things shift from businesses joined because it's the right thing to do. you still have a little bit of that, but not quite as much. And so it's taking a look at to me, the future of the of the industry is making sure that chamber organizations are more mission and initiative driven. 'Cause what we're finding and what we're seeing in our industry is that companies are investing into initiatives more than they're investing into just because it's the right thing to do. And so for example, one of the things that we're taking on right now is is possibly building a workforce development division or department even in the chamber. And what does that take a look like look at? Look what does that look like for our community? And at some point we're gonna have to go out to our businesses and say, We needed we need your we need an investment into this initiative. And so looking into the future of the chamber where membership might even be shifting to a one of the multiple lines of revenue that you have for your organization. and not, you know, so many times we're all we're all judged on just the number of our members, but seeing that as yes, we need number of members because especially helps in legislative affairs type work and other areas. But at the same time, taking a look at what are our initiatives that we can go out to the business community and bring them in on to help fund and help to move forward. And I think that's what a lot of communities are starting to look at chambers for is being that convener and being that champion and doing those.
29:52.512 Brandon Burton
I love it. Great answer. so Matt, if for people that are listening, if they wanted to get in contact with you at all about anything you talked about or maybe planning a leadership visit to Columbia, how would they how would they get in contact with you? What's the best way to to reach out?
30:13.804 Matt McCormick
You know, the best way is i is either call or email. we got a great website also you can tap through that, which is Columbia ModeCamber dot com. make sure to have the MO part for Missouri because there's a lot of Columbias out there. And so make sure you have the Missouri part, the MO in that. And then of course our my email is just McCormick at Columbia Mow Chamber dot com or give me a call sometime at five seven three eight seven four one one three two. And love to sit down and talk about anything, even if it's just brainstorming ideas, more than happy to.
30:46.89 Brandon Burton
I love it. We'll we'll get all that updated in the show notes page for this episode, which will be found at Chamberchat Podcast.com slash episode fifty-two. But Matt, I appreciate you spending some time with us today, sharing your experiences about leadership visits. And I think you brought a lot of good insight that other chambers can use and and good takeaways that they can apply as they you know explore doing leadership visits themselves. So thank you for for spending time with us today.
31:15.288 Matt McCormick
Thank you for the opportunity. I appreciate it.
31:18.934 Brandon Burton
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