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Episode 81 — Greater Arlington Chamber of Commerce 2020 Chamber of the Year Finalist with Michael Jacobson
Clean Speaker-Labeled Transcript
Guest: Michael Jacobson
Automated QA: Passed

00:00.178 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:29.516 Brandon Burton
And now your host, he's a f an iPhone guy. He's my dad, Brandon Burton. Welcome to Chamber Chat Podcast. This is Brandon Burton, and it is my goal to introduce you to people and ideas so you can better serve your chamber members and your community. This is episode 81 of Chamber Chat Podcast. This is also our 10th interview in our 2020 ACCE Chamber of the Year finalist series. If you're new to Chamber Chat Podcast, I'd suggest you check out our get started page at Chamber Chat Podcast.comslash start. And there you can get some nondues revenue ideas as well as our brand new chamber podcasting guide. So if you've ever considered doing a podcast for your own chamber, that'll teach you how to get started. But again, that's found at Chamber Chat Podcast.comslash start. But our guest Today as we continue this Chamber of the Year finalist series is Michael Jacobson, who's the president and CEO at the Arlington Chamber of Commerce in Texas. And Michael was appointed president and CEO of the Arlington Chamber of Commerce in february twenty sixteen. The Arlington Chamber of Commerce represents the interests of over 900 businesses in the Greater Arlington area, championing economic and community prosperity. Prior to this position, Michael Jacobson was director of Intel's corporate responsibility office. In this role, he was responsible for leading Intel's corporate responsibility strategy with stakeholders across the company. He led an experienced team of experts in corporate social responsibility, strategic alliances, marketing and communications, stakeholder management, and reporting who are committed. To building upon Intel's performance as a leading corporate citizen. Michael managed Intel's corporate affairs team in California and Texas, where he was responsible for leading corporate responsibility programs, philanthropic investments, and public policy. Michael also worked in Intel's corporate real estate and site development group as a site selection manager.
02:50.474 Brandon Burton
In this capacity, Michael was responsible for evaluating locations across the globe for potential Intel investment. Jacobson came to Intel from the Fort Worth Chamber of Commerce, where he was a director of business development. During his four-year tenure with the chamber, Fort Worth ranked in the top 10 in the United States for business recruitment. Intel was one of the companies that he helped recruit to Fort Worth. Jacobson joined the Fort Worth Chamber after serving eight years in Washington, D.C., as a member of the Reagan and Bush administrations. He held positions as assistant to the Deputy Secretary for Management, Planning, and Operations for the U.S. Department of Housing and Urban Development, Special Assistant to the Commissioner for the Social Security Administration, and Special Assistant to the Administrator of the Urban Mass Transportation Administration. Michael received his Bachelor's degree in political science from Baylor University in 1984. I'm excited to have Michael with us today on Chamber Chat Podcast to touch on the highlights of the Arlington Chamber and what it is that's making them stand out to be considered as a Chamber of the Year finalist. And we'll get into that discussion as soon as we get back from hearing from our sponsor. Chambers are not considered for Chamber of the Year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program from Swypit. In partnership with Chamber Chat Podcast, Swypit is one of the best credit card processors in the business. With the Swypit Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit Chamberchatpodcast.com/slash CC for more information and to request your complimentary cost savings analysis from the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit Chamberchatpodcast.com
05:09.098 Brandon Burton
slash C C to start swiping with Swypit. All right, Michael, we are back. If you would take a moment to say hello to all the chamber champions out there listening and share something interesting about yourself so we can get to know you a little bit better.
05:25.71 Michael Jacobson
All right, well, hey, I I appreciate that, Brandon. And hello to everybody out there who's listening to all my colleagues out there in the in the chamber world. something interesting about myself. Well, I I'll I'll build off of the you know, you mentioned my bio and it it's somewhat unique, I guess, that that I spent eight years working for presidential administrations and I've now had eight years in chamber life. And in between those two things was nineteen years working for Intel Corporation. So I have a pretty unique experience. I'll tell you one though particular fact. So when President Reagan and Mikhail Gorbachev signed a nuclear arms reduction agreement, I actually was there at that sight. So I got to witness that historic signing. Back in nineteen eighty seven.
06:25.516 Brandon Burton
That is awesome. You were in the room with history. You're you're a part of history, you could say. Yeah.
06:31.36 Michael Jacobson
I was definitely in the room while this was being made.
06:35.49 Brandon Burton
That is neat. It's a a neat neat piece of you know fact about yourself. Well, d take a few minutes and and tell us a little bit more about the Arlington Chamber of Commerce, maybe the the size and location, budget, just to give listeners a better idea of the the perspective that you bring to our discussion today.
06:53.134 Michael Jacobson
Sure. And I I'm gonna make one correction right off the the the start, by the way, which is we are the greater Arlington Chamber of Commerce. that was a name change that happened for us a couple of years ago. it was an important name change because we recognize that Arlington, why it sits in between Dallas and Fort Worth, we are about the forty-sixth largest country, I mean city in the country. And we have an influence beyond the city, our city. And we had also gone through some significant changes and and we were excited about the value that we're generating for our members. as I say, it was a greater benefit, greater impact. So the name change to greater just made made a lot of sense. we're a chamber of roughly twelve hundred members. We've got just under a two million dollar two million dollar budget. Arlington, Texas is approximately four hundred thousand people. as I say, a a major city in our our country, maybe best known as home to AT&T Stadium where the Dallas Cowboys play, home to the Texas Rangers, home to the University of Texas at Arlington and home to the first six flags and six flags over Texas.
08:25.783 Brandon Burton
There's a lot going on in Arlington and a lot of reason to go visit and and to spend some money there. So now that that gives some some great perspective at to the the greater Arlington Chamber of Commerce. Thank you for that. so I know with the the Chamber of the Year application process that every applicant submits a a couple of programs that you feel are are doing well and you're in your synopsis that that gets submitted. Would you mind taking us through what what programs you guys submitted and kind of hit the highlights on that?
09:02.638 Michael Jacobson
Sure. We we submitted two programs which are related, related programs. So both of them and and and I'll say this our chamber, our mission is together we champion economic and community prosperity. We do that four ways. We help our members grow their business, we foster economic prosperity or economic growth, we're the voice of business, and we develop the future. Those are the the the the four pillars to the to the work that we do. That develop the future is really is really important. Our focus on that is in the education and workforce development space. So the two programs that we submitted are connected and they're in that that workforce and and education pillar that we that we call develop the future. So we have a program called Partners in Education. and we have a committee that administers that that program. And we work very closely with the Arlington Independent School District. The vast majority of students who live in the city of Arlington go to the Arlington Independent School District. They have approximately sixty two thousand students. And one of the things that is important to know as well is about seventy-four percent of those are at-risk students. so again, Arlington is a growing community and We are certainly not a suburban community and with that becomes opportunities and challenges that we have to address. So our education programs and developing the future of our city are are critically are critically important. You know, one of the things that I striving is I I want our chamber to be a a a beacon for the free enterprise system and helping people understand why an education matters and and how focusing on your career or college positions you for success maybe beyond the success that you or your family have had had to this point so our partners in education program we do you know things that I'm sure a lot of chambers do so we have a three-tiered approach for partnering with the Arlington Independent School District.
11:28.62 Michael Jacobson
First tier could be something just a simple, you know, one time, go to a school, plant trees, go do a day of reading, you know, it's just a simple sort of engagement. The second tier is slightly more engaged. So it could be doing working on career exploration with the district for a longer period of time or mentoring over a longer period of time. And then the the the third tier of the model is is also engaging in internships and and practicums and really helping develop the the future of our students. And we've been really fortunate that the internship and practicum part of the work that we do has been growing and I'm very excited about that. You know, just five years ago when we started the program. There were 50 seniors in 27 local businesses in that first year of the program in 2015. This year we have 175 students in 70 local businesses. we work really closely with the Dan Dipert Career Tech Center, which is an amazing career tech center in the Arlington Independent School District. It's still relatively new. Really proud that we had. over thirty kids come out of that career tech center after their senior year, earning over fifty thousand dollars a year. So they have thirty-four industry certifications and seventeen career pathways. So we work with them very closely trying to make sure that we're dialing the knobs correctly and that we're matching those sort of career needs or those industry needs with with the with the curriculum that's being that's being taught. So that was one program called the Partnership and Education Program. And the second one kind of
13:31.084 Brandon Burton
I do have a question for you on that. So you talked about the three tiered approach and first off you talked about going to a school. Is that the the committee itself that's kind of dividing and conquering?
13:43.086 Michael Jacobson
No, it's it's working with businesses and getting businesses to engage at school. So I I will tell you what we before we were really focused on one end of the spectrum, and that was you know, we we want we want internships, or here we call them practicums now, not internships. We wanted practicums. Well, the the the challenge with that is I felt like we we needed to sort of stair step into engagement. So there was an opportunity to do there was an opportunity to just do some simple things to get businesses engaged with the district. And if we could come up with a tiered process, we could move them along to full engagement. But if you're asking them to fully engage right off the start, that's a little bit more challenging. So that's why we came up with a sort of three-tiered model, is just to move people along that model. Now Some businesses don't need that. Some businesses are ready to to to jump in. we have a a a company, a high tech defense company, L3 that's located here. They jumped right in, so not an issue. Lockheed Martin jumped right in. but we also realize that for many of our small businesses they it was just creating a path for them that they felt comfortable with. Yeah. Where maybe starting with an internship right off the bat was not was not really what they what they felt was was best.
15:13.612 Brandon Burton
It'll be interesting to see the the success stories to be able to take them back to the schools and say, This is what one of our past I don't know if you call them graduates through the program or, you know, participants or whatnot, but to be able to see this is the outcome they were able to see and and be able to pull more people into the program is a
15:30.606 Michael Jacobson
Well, you know, we've already seen for example, five kids who have come out of the program, who have gone to college and were immediately offered jobs at Lockheed Martin.
15:47.63 Brandon Burton
That's fantastic. I mean that's that's a great opportunity right there. Yeah. Well yeah, let's let's move along to the the other program that you guys submitted.
15:57.646 Michael Jacobson
So also Connected is a is an entrepreneurship program that we do. It's called the What's Your Big Idea, what's your big idea contest. And and I say contest and it it it is a contest, but it's a curriculum associated with it as well. Again, we work with Arlington independent school independent school district. Very happy that ninety percent of the junior highs participate, seventy-five percent of the elementary schools participate. It is And this makes it a little bit unusual. It is a third through eighth grade entrepreneurship program. And we asked the students to come up with an idea that would, you know, to to start a business. And they can do that through essay, they can do it through art. There's so different paths for them. So we're touching all parts of the creative, creative way of thinking. And it's a program that has that's grown dramatically for us. we started out the first year with 272 entries. This was back in 2000. Actually, it's not the first year, but back in 2010, there were 272 entries. this this we just completed it. we had well over 5,000 entries. So it's had significant, significant growth. And from that, we had you know, thirteen hundred four actually this year would have been fourteen hundred finalist. so it's an exciting program and and you know, very excited with the ideas that that our students come up with. Again, it's third through eighth grade. initially the program provided scholarships. we just changed that because when I came aboard here at the chamber, I was you know, it didn't didn't seem quite right to me to providing a scholarship to a winner who's in third grade. it Yes, that's exactly right. And and the odds of them ever actually meeting the criteria was so slim. We could be holding money for a long time that's never used. And so we ended up creating a summer camp at the University of Texas at Arlington. So the winners get to go for a week to a summer camp.
17:59.724 Brandon Burton
Yeah.
18:21.358 Michael Jacobson
and and flesh out their their their big idea. And it it's really cool to watch these you know, a third grader end up at the end of this week doing a marketing pitch in front of venture capitalists. It's it's it's it's a fun program.
18:37.58 Brandon Burton
So I would I would love to hear maybe one or two of those big ideas that have kind of fleshed out throughout this process.
18:44.908 Michael Jacobson
Well, I'll give you I'll give you a couple of them and and and I can't tell you whether either one of these were were winners, but but but let me give you two of them that kind of stick in my stick in my head. We we had one person who came up with the the idea of a technology that would be put onto a city owned vehicle that would immediately alert the city to any sort any potholes that were discovered. So as this vehicle drove around, if it ran across a pothole, that would immediately go to to the city for the city to act on. Now while we haven't actually followed through on that on that particular technology solution that the that this student was suggesting, what the city did do was immediately put a hotline in place where if a if a pothole was discovered, they would fill that pothole within 24 hours. And so they took some portion of his I of his idea and and and turned it into a solution, even if it wasn't exactly what you know, again, what a fifth grader, and I don't remember what grade he is, but was in, but let's just say fifth, what a fifth grader came up with. And and the mayor is incredibly proud of that. The other one that I really liked was it was an idea for a an app. And as you pick up litter, you take a picture and it's stored on this app and when you reach a certain amount you qualify by you build points, you qualify for gift cards to local businesses. So it was a way of coming up for an incentive for For picking up trash. I again I think that was I want to say that also was a a fifth or sixth grader who came up with that idea. And I thought that was a that was a great idea. But as you can imagine, when you're asking young folks to come up, I mean it's it's it's a microwave that does just about anything. It's you know, it's a lot a lot of one stop, you know, if I just had this perfect machine that would do everything I need it to do.
21:06.944 Brandon Burton
That's right.
21:09.62 Michael Jacobson
No matter whether it's feasible or not, it's just getting getting students thinking about what a product would be and and then once you have that product, you know, w what customers are out there, how do you manufacture it? How do you go through the process of creating a business around it? it's it's just a great process to to go through. And particularly for us, You know, I I I think it's is our future is dependent on engaging our AISD students. As I say, I want to think of us as being a beacon for the free enterprise system and and and creating those sort of opportunities and not letting anybody think that there's not a path for them. there's a path for everybody. And by the way, the Career Tech Center as an example, they teach entrepreneurship and it's important to me because whether you're getting a certification on some sort of automotive manufacturing or a certification on media technology, there is always an opportunity for you to operate your own business.
22:20.686 Brandon Burton
Absolutely. You know, so with the the what's your big idea contest? Does that first get introduced in the classroom or is there like a a flyer that goes home with the students that they go home and talk to their parents about it? How does that get implemented?
22:37.366 Michael Jacobson
in the classroom. So we start in the you know, we're working with the district year round, but the the program is communicated in the October time frame. And then there's a curriculum that goes along with it that's taught within the classroom and then cultivates with the ultimately with them submitting. And then you can imagine it's not easy to review five thousand entries. And so there's almost a hundred and twenty five hours of review time. by all by our volunteers, our PIE committee members. And ultimately the winner is chosen by professors out of the University of Texas Arlington business school.
23:18.54 Brandon Burton
That's neat. Yeah, when you were talking about the the microwave that does everything, the machine, you know, if I just had the machine that would solve, you know, world peace. Yeah. Reminds me my six year old daughter this last Christmas. she was asking for a robot helper for Christmas. And my wife and I were just racking our brains, like, what in the heck is a robot helper? You know? So for Christmas, she got this little toy robot that talks to you and walks around or whatever. And She was really excited. She opened it up and then, you know, it it didn't take long before the disappointment set in and I asked her what was wrong and she's like, It won't make my bed and she wanted it to literally do all of her chores.
24:02.766 Michael Jacobson
You know, as long as we're being innovative and and I mean I think that's awesome and ought ought to be encouraged. And yeah, ultimately the realization may be that you know you can't get out of your chores. That's right. But it's it's great that she was thinking that way.
24:18.338 Brandon Burton
That's right. So I wanted to ask you as as you guys are being considered as a a finalist or are selected as a finalist for Chamber of the Year, what is it about the Greater Arlington Chamber that you feel is making you guys stand out? Maybe some things that you guys are doing that other chambers might not be doing.
24:37.282 Michael Jacobson
Yeah, you know, I think that's a it's a great question and and and I don't know that I have a a great answer, but but but I I'll tell you this. And and this is when when I came on here a a little over four years ago, for me it it was to get us back to to being a chamber and being mission driven and and understanding what the core strategies that that we have, putting our our our members first and and and revenue second. you know, so really focusing in and and understanding how we impact our members in in in in positive ways and building passion and energy, you know, I I am I think one thing that probably sets us apart is in the signature events and the the sort of monthly events we do, we have almost almost twenty thousand people in attendance at those if you if you add them all up in in in in attendance at those events. What's important about that is, you know, an event, it's great that we have convening power, but it's what do you do with convening with that convening power? So one of the things we do is we we measure ourselves and it's a subjective thing. But are we actually achieving something with that convening power? How do we bring that back to our mission? So to me, there's nothing about what we're doing that's that's rocket science. It's getting back to the basics of being a a chamber and trusting that and trusting our members, collaborating and staying laser focused on on our mission, not being distracted by other things. You know, the the the one thing that's interesting is as as your organization improves and and and you start getting some wins and and people recognize it, well, it you start getting a lot of people coming to you have who have great ideas of what else you could be doing. So one of the things I would say is is man, stay stay focused on your on your mission. Don't get distracted. you don't have to be all things to all people.
27:00.844 Brandon Burton
That's a a good piece of advice. And it you know, to be able to to say that you're not being distracted, you need you need you need to know what your track is, what your mission is, to say you're not distracted and taken off course. And that's a a great point. so as as everybody knows right now, the the country's going through a hard time with this COVID nineteen pandemic and and By now we're you know, hopefully much of the country is starting to get back onto the the road of recovery, if you will. do you mind sharing what your plans are there in the the Greater Arlington area to help lead your your business community through the recovery, specifically on the the economic front?
27:46.924 Michael Jacobson
Yeah, and and and I'm gonna step back a little bit and then I'll get to that. Yeah, COVID nineteen, obviously for all of us as chambers, and I know we've all been in meetings together through the ACCE or through the US chamber. You know, obviously we all had to do a significant pivot and and that was true for us. but there's good news to this is you know, we we were not as virtual as we should be. we are a great convener. But we weren't necessarily convening virtually. and so initially everything was focused on providing resources to our members as they were, you know, dealing with this new world that that we're in. So how do you get how do you get dollars to support you? What is it like to work from home? What are the tools that are out there to help you work virtually? you know, really focused on just helping people make sense of the new world that they were in. By the way, why the chamber was making sense of the world that we were in. We certainly now have focused on let's let's reopen and and what does that look like. So for the chamber it's being a re a a role model of of of what reopening should should look like and how do you take care of your employees and of and of your customers and what are the right steps to take and getting that information out to our members and sharing. We've started a business leaders series on Facebook. So three days before it started being five days a week, but now three days a week we do a live business leadership series on Facebook at one o'clock every day. Today, for example, we had three restaurants on who were talking about reopening and providing tips and suggestions from what they've gone through. Yesterday we had our our state Senator Hancock on. We had Ted Senator Ted Cruz on last week. So so now yeah we're focusing on the reopening and then we've with our city established a business recovery task force that will begin looking at how do we how do we grow our economy moving forward. How do we get things reignited.
30:09.17 Michael Jacobson
And so we're just sort of moving into that phase. and it's an important one for us, but we know we can't fail on that second phase. That means opening up the right way. So I I just can't tell you how opening up the right way, how critical that is, because if you don't do it the right way, chances are you're gonna struggle you know as you as you move to that. economic growth and business recovery phase. And so a lot of focus right now just on reopening. And just keeping in mind this week we had a national research firm which is located, international research firm, which is located here in Arlington called Decision Analyst. And they provided for our members their survey on consumer confidence. And what does that look like? And and right now consumer confidence is, as you can imagine, at an all-time low. And it's important that we create an environment that makes consumers feel comfortable. You know, it's pretty easy to sit at home and order things off of Amazon. It's pretty easy to stay at home and and either cook yourself or you know, have your favorite pizza delivered. So really focusing in on, and we've created an effort called Arlington Strong.
31:10.936 Brandon Burton
Mm.
31:36.31 Michael Jacobson
where we're trying to get people to feel comfortable about coming out and doing business again and supporting their local businesses. And there's little things that we've done along the way, like highlighting the restaurants. We had over 180 restaurants that were op that at least signed on to a website that we had that said when they were open and how they were, you know, what business they were doing. We did Mother's Day specials with some of our businesses to highlight them. So I can just tell you it's been an amazing effort. And I hope for all of us as chambers, you know, the one thing I know for sure that we have extended our reach, we've built more trust, we've had significant impact. And it's it's a blessing to know that you work for an organization that when something like a COVID nineteen crisis happens, You're not just sit back sitting back and watching it. You're actually doing something to to have impact. And so I've been really proud of our organization. And and I'll give you one example of this Facebook Live and the impact. In the past, we might have done a virtual not a virtual, we might have done a physical program with the SBA. And or I only do SBA because that's too easy. We may have done it with a professional development organization that was going to talk about, you know, winning customers. Well, we might have 40 people show up at the chamber and we would have been happy with that, you know, to to show up and to and to into our large conference room to see it. But after those 40 people would watch that, whatever was left in their head continued on. Otherwise it disappeared. Today we do something like that. We do it virtually. We might have forty to eighty people watch it live, but then over the next week we'll have six hundred people watch it. So that's that's a pretty powerful thing.
33:39.223 Brandon Burton
Yeah.
33:43.106 Brandon Burton
It is. In fact, as you were just giving that response, doing things virtually where people have to register and put in their email address, it also gives you an opportunity if you felt like there was a need or is appropriate to do a follow up, you know, to those people that attended or watched it offline, you know, after it was released live. If more information came out and you knew that was already a base that had interest in that topic, you could follow up and and continue that. Well
34:10.03 Michael Jacobson
For membership standpoint, everything we're doing is for the entire community. There's nothing that we're doing that's specific. I don't want to say nothing. There are things that we do specific to our members. But during this COVID nineteen crisis, we've really opened ourselves up to any business because we just want to have impact. And now the good news is is we hope that during that process we're converting people who who at some point in the future will turn around and join our chamber. And and We've grown over the last four years, you know, by forty percent. So we've been growing pretty significantly, but we've got room to go to get to the the the the market position that we'd like to be in, the market penetration position.
34:56.77 Brandon Burton
Yeah. Well, as we start to to wrap things up here, Michael, I wanted to to just ask you as a as a Chamber of the Year finalist, you're obviously an organization that others look up to, you guys are doing things well. what piece of advice or action item might you be able to share with those that are listening that they could do to help take their organization up to the next level? Well
35:21.706 Michael Jacobson
I I thought about this one and and I I think what what I would say and you know again I I came from the spent a lot of years in the private sector. I I haven't been to you know, unfortunately I I I don't have any accreditation from ACCE. Now our chamber, by the way, is five star accredited. Matter of fact, we found that out just right before COVID nineteen hit as well from the US chamber. But as a CEO, I really don't come from the chamber background. and You know, what what I would say is focus on impact. you know, understand your mission and and how through your mission you have impact. Don't let revenue determine the direction that you go. I I it seems to me I hear too often, and and believe me, I understand we all need revenue, we need revenue. But I hear so much discussion about how do I generate revenue. I would say, you know, your first your first inclination should be, how do I drive impact? And based on that impact, then what revenue can I expect? so that would be the major guidance. Don't don't let revenue drive your your your direction. revenue is a result of direction. It shouldn't be the driver of it.
36:46.382 Brandon Burton
I like that. Revenue is a a result. I I ask this next question to everybody that I have on Chamber Chat Podcast as as everyone is always trying to make sure that their chamber remains relevant, as we look to the future of chambers, how do you see their purpose going forward?
37:06.178 Michael Jacobson
You know, it it it's a great question because, you know, if you're a chamber CEO and and and again, this may extend beyond your or if you're a chamber employee, this may extend beyond your term. But if if you're not if you're not worried about the future of chambers, then I think you're you're not looking at at you're not looking at all the indicators. I I I think it's a great question because sort of like you know, if you look around at at
37:35.998 Michael Jacobson
at Rotaries or Lions Clubs and different service organizations, you know, the chamber could follow down that path. because there's new ways of doing things. you know, the younger generation isn't necessarily looking to come to a chamber, to the chamber for a meeting. They have other ways of doing things. They, you know, you've got shared workspaces and some of those things that are occurring that create a great opportunity for businesses to come together and brainstorm and and you know, th there there's enough going on out there that should create pause. You know, I think for chambers, the the the public policy side and being the voice of business is is is something that I think is is more important, more important than ever. But looking forward, we need to find solutions that make us competitive for the next generations of businesses. And for me, it it's one of the the positives, as I mentioned earlier, out of COVID 19. I I knew we needed to be more virtual. But it was stopping what we're doing that that that that was working really well. And as I say, we're bringing almost twenty thousand people together. you know, how do you stop doing that to start doing things virtually? You only have so many people. But we are going to have to have virtual solutions to the work that we do. And I think really thinking through how you bring people together to not only talk about their individual businesses, but to talk about their industries, to talk about the future, to really build commitment to the community. is is is gonna be is gonna be critical for us and we're just going to have to do it in in in flexible in flexible ways. So I I think the I think the future's bright for Chambers, but I but I think we're gonna look different than we do today.
39:43.049 Brandon Burton
That's right. What stood out to me was remain flexible. Really just flexible.
39:46.958 Michael Jacobson
I'm telling you that and I hate saying it 'cause it's it's such a you know, such a horrible crisis that's impacting people in in in just significant, sad ways. And so I so I hate to to give it credit for anything, but but I will say that it hopefully has opened all of our eyes to to the to the art of possible. and and that is is is really important. The the one thing I would share here and As I walked into Intel every day in our headquarters, I would see a quote from one of our founders, Robert Noyce, that said, don't don't be encumbered by history. Go off and do something wonderful. So I think for all of us, you know, thinking outside of the box and thinking of new ways to do what we do is is critically important. And if we do that, we're going to be stronger for it.
40:44.466 Brandon Burton
Absolutely. Well, Michael, I wanted to thank you for taking time out of your your schedule and and spending time with us today here on Chamber Chat Podcast and sharing your your leadership and your insights as to how things are are going there at the Greater Arlington Chamber. I wanted to give you an opportunity to maybe share your contact information for those listening that might want to reach out to you and continue to this discussion offline or just overall connect with you.
41:13.614 Michael Jacobson
Sure. Let me give you my email address. It's Jacobson, and that's J A C O B S O N at ArlingtonTX.com. So Jacobson at Arlington TX.com. And my telephone number to my office, and this is a direct line to my office, is 817-543. four two eight zero. Again that's eight one seven five three four eight zero.
41:50.658 Brandon Burton
That is perfect. We will be sure to get that updated in our show notes for this episode as well, which will be found at Chamberchatpodcast.com slash episode eighty-one. Again, Michael, thank you again for spending time with us today. And I wish you and the Greater Arlington Chamber the best of luck as Chamber of the Year. Thank you. Appreciate it. If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple Podcasts, Google Podcasts, or Spotify. When you subscribe to Chamberchat Podcast, new episodes will show up in your podcast app each week as they are released. If you're finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamberchat Podcast with your colleagues that are in the industry.

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

Episode 80 — Ocala/Marion County Chamber & Economic Partnership 2020 Chamber of the Year Finalist with Kevin Sheilley
Clean Speaker-Labeled Transcript
Guest: Kevin Sheilley
Automated QA: Passed

00:00.2 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:29.794 Brandon Burton
He always listens to podcast when he's in the car. He's my Brandon Burton. Welcome to Chamber Chat Podcast. This is Brandon Burton, and you're joining us today for episode 80 of Chamber Chat Podcast, which also happens to be our ninth interview in our 2020 ACCE Chamber of the Year finalist series. And for those of you who may be new To listening to Chamber Chat Podcast, I'd invite you to check out our get started page, which is found at Chamberchat Podcast.comslash start. And there you can find some resources for some nondues revenue ideas, which I know is important right now, as well as our free chamber podcasting guide. So if you've ever considered producing a podcast for your own chamber, you can get that resource there. Again, that's all found at Chamberchat Podcast.com slash start. So, our guest today for this ninth interview in our Chamber of the Year finalist series for 2020 is Kevin Sheilley, who's the president and CEO of the Ocala Marion County Chamber and Economic Partnership, or CEP, in Florida. This is their community's primary chamber and economic development organization. He's a career chamber and economic development professional. And has spoken across the country on issues relating to economic and community development. He is the recipient of numerous awards, including the National Excellence in Economic Development Award from the U.S. Department of Commerce. The CEP was the 2019 Florida Chamber of the Year and is a finalist for the ACCE National Chamber of the Year for now the third time in four years. 2020 marks Kevin's twenty sixth year in the chambered economic development field. And prior to coming to Ocala, Kevin had worked in economic development in Kentucky and Tennessee. The CEP represents the fourth time he's successfully assisted communities in merging and creating new economic development entities. Kevin is originally from Louisville, Kentucky, and is a graduate of Union University in Jackson, Jackson, Tennessee.
02:49.24 Brandon Burton
He and his wife Lisa are the parents of three children. And in case you missed it, last year I had the opportunity to have Kevin on Chamber Chat Podcast. He's one of our first repeats on Chamber Chat Podcast. So if you wanted to go back and listen to his interview interview from last year, that's found at Chamberchat Podcast dot com slash episode twenty-nine. So we're excited to get into this discussion with Kevin today to see what's making the Ocala CEP stand out among other chambers this year, and we will get into that discussion as soon as we get back from hearing from our sponsor. Chambers are not considered for chamber of the year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program from Swypit. In partnership with Chamber Chat Podcast, Swypit is one of the best credit card processors in the business. With the Swypit Affinity program, You can save up to 40% on your credit card processing fees at the chamber and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit Chamberchatpodcast.com slash CC for more information and to request your complimentary cost savings analysis from the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit chamberchatpodcast.com slash CC to start swiping with Swypit. All right, Kevin, we are back. If you would take a moment to say hello to the chamber champions that are out there listening and share something interesting about yourself so we can all get to know you a little bit better.
04:44.29 Kevin Sheilley
Thank you, Brandon. And it's good to be on with you again. So I think this makes it fifty-one episodes between my last time. So that's a that's a good. That's makes almost a a year if you think about one a week. So I'll like that. you know, I I I'll tell you I was trying to think what's something interesting I can share and and I'll share this. I I am the inaugural winner of the very prestigious Ocala lip sync contest. So right next to our Chamber of the Year trophies downstairs, there is the Lip Sync Challenge Contest winning trophy. So
05:23.256 Brandon Burton
That that's some bragging rights right there.
05:25.592 Kevin Sheilley
Hey, listen, we take a lot of pride. we put right there together.
05:29.447 Brandon Burton
So what was the song that just put you over the top and and crowned you as champion?
05:34.467 Kevin Sheilley
There's video of it somewhere thing. It it involves a visual, but Whitney Houston's I'm Every Woman. Awesome.
05:43.692 Brandon Burton
That's what I thought. I totally pictured you singing that. That's awesome. Yep. that's great. Well, if you could just share with us a little bit about the Ocala C E P just to give everyone a little more perspective about where you're coming from with your background as far as maybe size, location, budget, staff, kind of your arrangement there at the C.
05:47.022 Kevin Sheilley
six foot six of me. Yes.
06:08.302 Kevin Sheilley
So the CEP, in our current configuration as a CEP, we are in year eight. later this fall, we'll celebrate eight years as the CEP. But the roots, this organization has existed continually for 133 years. we go all the way back to 1887 and the founding of the Ocala Board of Trade. We under this model as the CEP, we are the community's chamber and with the Economic Development Organization. We currently have around 1,500 members. We serve a community of around 365,000. that's here in the Ocala Metro, we're a one county metro in the heart of Florida. And we have a staff of twenty-one.
06:57.506 Brandon Burton
All right. That gives everyone a good idea. I know when we spoke last time and I guess fifty-one episodes ago, we talked about how Ocala is the horse capital of the world. I don't know if you'll shed some light on that, but I think as far as background and a little bit about Ocala, I found that to be very interesting.
07:21.998 Kevin Sheilley
I just quickly, we are the horse capital of the world. that's based on we have more horses here than any other county. In fact, the next more than the next two counties combined. we also have a greater variety of horses. We have over sixty breeds of horses, which can be documented in our area at any one point in time. and we know the economic impact of the equine industry just on our community is two point six billion dollars a year, and that's billion with a bee. And I encourage anyone, we we have an amazing new facility that will open in January. It's the World Equestrian Center of Ocala. it'll be the largest equine competition facility in the world. but that it you need to see it to understand it. So go, there's some great YouTube videos about it. Go take a look again, World Equestrian Center.
08:13.55 Brandon Burton
Awesome. So let's let's dive into the Chamber of the Year process, the the application, the synopsis that you submitted for Chamber of the Year, and maybe touch on the the highlights of those synopsis that were were submitted.
08:31.086 Kevin Sheilley
So of course, you know, our application, I guess, in many ways would be very similar to those of of everyone. and man, what great finalist this year. So very honored as I look all the way across from Category One through Category Four, seeing a lot of friends, a lot of organizations and communities we very much respect and and again very honored to be named with those communities. you know, this year, so a lot of our applications are very similar and There are some things we do here at the CEP which are unique, and we'll talk more about those, I'm sure, in a moment. But our two synopsis this year that we submitted, one is in regard to workforce. we call our workforce development program NEXTworks because the next generation works. and really a huge emphasis here the last several years on working with our school system, and we're very fortunate here in Florida you just have one. school district per county. And so we have one large school district with about 46,000 students with whom we have a fantastic relationship. But working with them, our state college, our technical college, on creating seamless career ladders and really looking at how they each support one another and looking up and down, especially in regards to career technical education. That's been a huge push for us. And in this last year, focusing on Our career planning guide. So that we're now working with starting in the seventh grade, working with students, using some tools that we have to allow them to identify where are their areas of interest, putting as much focus on career and technical education in our community as we do going to traditional university. And we talk about finding your E, starting with seventh graders about finding your E. And that is once you graduate from high school, are you going to enroll? Are you going to enlist? Are you going to seek employment? and really trying to celebrate and put full focus on each of those. and then begin to work, starting then to help them understand what are the tools that we have available, how they can take advantage of the incredible career technical education programs we have here. We have seven career choice academies along with 24 other individual career choice programs.
10:57.74 Kevin Sheilley
And really understand that they these are viable. This is not a, well, if you can't go to university, you can do this. We believe that the real focus needs to be on career technical education. That doesn't mean that they don't go to college, but it's probably very much focused on our state college and our technical college and the ability to come in and out of the system and continually look for new education and learning. And then really engaging the business community all the way throughout the process so that they are not only helping to ensure that the programs we have align with their needs, but also that they're helping them fund. And there's we have some great examples in the last year or two of where the business community has stepped up to the tune of hundreds of thousands of dollars to fund additional items for our school system, as well as really led the effort in 2018. to pass a special one mil for our school system that generates about twenty million dollars a year predominantly for career technical education.
12:03.0 Brandon Burton
That is awesome. I'm just blown away at the caliber of the youth today. I mean when you say that starting in seventh grade, they're starting to find these this career ladder, this career path, and finding their E. And I think when I was in seventh grade, you know, just trying to to look back retrospectively, I think my mind was focused on baseball and skateboarding.
12:25.078 Kevin Sheilley
Exactly. Listen, there's still a lot of that. Don't don't don't well let's not forget they're still seventh graders. but you know the fact that we can start having and they are incredibly enthusiastic. what we find and and so there's some great research that says that the typical seventh grader knows five careers. Yeah, all they know. Yeah. and and so part of a lot of what we're doing in that beginning is not only talking about aptitude and interest and skills, but also Just making them aware of what's available. And so one of the things we do is a youth career expo that exposes them. Okay, once they begin to get they've already done My Career Shines, they're starting to get an idea of what their interests are. Now, here's those jobs that you might have interest in that are in our community. And it's so exciting to see the middle schoolers and then hear from parents go, Wow, my kid is so excited. They didn't realize they could do that here. They thought they're only shot was, you know, like like every kid, it's green or someplace else, they'd have to go to Orlando. They'd have to go to Atlanta to be able to help understand, look, whatever it is you want to do, you can do it here. And here are the tools and the path to get there. And and that's really, really exciting.
13:38.226 Brandon Burton
That's right. I think the big E is exposure, you know, that you're talking about right there. Yeah. Yeah, that's so important. Just to broaden their bur their horizons and just seeing outside of the the professions maybe their parents are in, or maybe they're a couple of their friends' parents and really show them what is available in the community and
13:44.312 Kevin Sheilley
Hold on, I'm writing that down. We're gonna forgive to work that in. Yeah.
14:04.302 Brandon Burton
And even if it if they end up leaving the community, I mean it's helpful just to know what those opportunities are and help give them a course. But of course try to keep them in the community.
14:13.494 Kevin Sheilley
And we're really clear. We're for those students, for those young adults who leave our community, we're we're good with that. We're happy for them to go to again the Orlando, the Atlanta, some of those other places. Because we also know two things. One, as they get a little bit older, it's amazing how many of them we get back. they decide, man, sitting an hour and a half in traffic is not a lot of fun. I I want to go back. Man, Ocala really had everything I wanted. I just didn't realize it. and two, we're going to continue to attract people from around the country. So if if we can have good success in getting our own kids back after they've had a chance to find out the grass isn't greener, and we continue to attract you know, having continued to be a top 25 metro for growth, that that's a good combination for us.
15:04.15 Brandon Burton
Yeah. No, that is that is great. I think just being able to help them dip their toes in it is is wonderful. So what is the the second synopsis?
15:16.974 Kevin Sheilley
We have for several years really began thinking, and this podcast is a great example of how do we communicate in our communities? How do we make sure that that our public, our citizens, our target audiences, how do they know what's going on? And we've really began looking at it. And I think there was a project that really cemented it for us a couple years ago. We were helping assist on a major downtown redevelopment project. where there had to have been a dozen public meetings, newspaper article after newspaper article after newspaper, front page headlines, that went on for about 18 months, a tremendous amount of work and effort. And it wasn't until this project had a groundbreaking and it was posted on Facebook that we realized, looking at the Facebook comments, people were comments like, well. How can the city just do this? Shouldn't they have a meeting? Well, how come no one ever talked about that? These things just happened. Nobody asked. I mean, it was it was really not only disheartening, but astounding to find out, wait a minute, what are you talking about? There have been dozens of meetings and articles and whatnot. And that really seemed what we all know is nobody reads the newspaper. I hate to say it, but no one reads the newspaper. Where do they get their news?
16:40.686 Brandon Burton
As they scroll on their phone, right?
16:43.054 Kevin Sheilley
They scroll on their phone. So how do we better impact that? And so we made a a serious commitment to getting into video. And really, how do we expand our use of video? and part of that is we have been doing a weekly video cast called the Weekly Buzz. we drop it every Friday on Facebook and then it goes out on other channels and it gets a lot of shares. But but just it's a five-minute weekly video series. we've got some incredible staff who actually have a lot of television background highlighting some of the stories that we think are good stories that people need to know. really looking at what's going on with our larger employers, smaller businesses, what's going on in local government, the schools, all of that. And it has been an incredible tool for us to not only share this and get the information out, but to see a a huge impact. You know, our Facebook reach, which was pretty good to begin with, has increased 800% in the last year. And our engagement's more than doubled. I mean, that becomes a really powerful way for us to talk and to communicate. And as we think about, I know we'll talk more about it in a moment, but what's been going on here in the last 10 weeks, 12 weeks, That has become an ever more important tool that we have to to get information out and to share.
18:14.294 Brandon Burton
That's right. And I think it's important to see w how how can a chamber become a a communication hub for your community? And the Facebook videos are working well for you. I know for some it's a YouTube video, YouTube channel, and some it's podcasting and some do a combination where they have the videos and they repurpose it into a podcast or blog post or, you know, and they're they're using it on multiple levels. So they're getting more than just the the visual people, but also the auditory and the people that do still want to read. So
18:45.984 Kevin Sheilley
In and how do we you know, one of the cool things and we don't really go into the synopsis, we've recently had added a quarterly magazine and some other things, which has been the magazine has been really good. It's much more than a newsletter and we really take some some more in-depth but target issues, but being able to start marrying those together. so it just so happened that our our issue that came out in March was about cybersecurity. So we were able to take some of the forum that we did that we videoed and include that in the Weekly Buzz because as people started working from home, cybersecurity got awfully important. and to, you know, really begin to to work and coordinate and and to get more bang from that. And then how do we share that through other venues? And it it's it's been really cool to see how we've been able to.
19:34.014 Brandon Burton
Awesome. Well, I think those are two great examples, and I could see why you submitted those as your synopsis on the the application. And I wanted to ask just from your standpoint and just seeing how things are being done there at CEP and how other chambers across the country are doing things, what do you feel is making the CEP stand out and some things maybe that you guys are doing that other chambers across the country maybe are not doing?
20:02.54 Kevin Sheilley
know, I think it's our model, and we've talked about this fifty one episodes again ago, you know, our model is somewhat unique. you know, there we talk a lot within the chamber world and especially through ACCE about the horizon plan and what chambers should look like and changing the funding model. And with the creation of the C E P we really took that on and it was about how do we we don't have members, we have partners. And that's more than just semantics. when you're a partner in something, you're making an investment. And when you make that investment, you expect a return. I I think that whole idea that we've really been able to build here in our community through our organization is the idea that the the CEP is the voice of the business community. It's the one-stop shop for the business, no matter what you're good doing as a business. You need to check with the CP because they probably have that resource that you need. They can help with that connection that you want. And it's been really success for us, not only to grow our revenue, but really to keep that engagement so that in this time where we've had so much going on, it was very natural for businesses to want to look for us to us for information, for resources, because of our approach to partnerships. Local government. It there was no having to have a a a discussion about well, we need to have, you know, are you going to be the business contact? Local government assumed, and we assumed, of course, we're going to be the voice for the business community. We're going to help share out the information that needs to go to the business community. I I'm a little amazed at hearing other places where they had to go through some process. We that's who we are already. And so, you know, really being able to to to be on the forefront, knowing this is where you go for all things business. I I I think not only has it has it been key to our organization, but I think it's allowed us to really be significant here over the last ten to twelve weeks, and it's been a an a an exciting role to play, to really interact and and help find solutions and not only through the pandemic, but obviously, you know, we've been on reopening here in Florida for a couple of weeks and to really be a a a key voice in those discussions.
22:21.646 Brandon Burton
I love the distinction between a member and an investor. And especially right now, as you've kind of hinted towards with the the COVID pandemic going on, that I know a lot of chambers are struggling with their membership, but if your members are really seeing it as an investment and they're seeing a great value that they're getting out of the chamber and being that go to resource, I I think that's viewed differently when it comes time to renewal. If it's about renewing a membership or if it's about making that investment again to make sure that their business stays relevant and and having access to those resources. So I think that's a great point.
22:58.594 Kevin Sheilley
Absolutely. Great. I think it's key. And and part is, I think when it's viewed as as an investment in growing the business, then it becomes a marketing expense, not a charitable contribution. And and that really changes that mindset. for us, it's really about for the most part, our partners pay one fee. we're on a a tiered schedule. so depending on their tier, but many of our partners, they write us a check once a year and that covers everything they do with us. it's not that going back and forth and and I think that puts more value to them. you know, and I will say thus far, you know, it's still just late May, so we'll see where that comes out. our our what we consider traditional dues revenue, and I used air quotes there, is actually held up incredibly well. and so that's been really, really key for us as an organization.
23:52.13 Brandon Burton
That's awesome. so now that we've kind of opened the door on the COVID nineteen talk a little bit, would you mind sharing maybe what plans you have there at the at the C E P to lead your business community and your investors through the recovery, especially on the the economic impact that most of the businesses are facing?
24:14.05 Kevin Sheilley
Yeah, you know, I'm very excited. couple of things, an initiative that we are so very proud of, and and I am so glad I had a couple of business leaders who early on, as the CARES Act was being passed at the end of March, that weekend the president signed it on Friday, you know, the House passed it on Friday afternoon, the president signed it that night. And that weekend we started looking and learning about this portion of the program called the Paycheck Protection. So we started planning. I had a group of key leaders who reached out to me and said, We, you know, what are you gonna do with this? We think this is gonna be really key. and we need to come out hard and fast. And and that's exactly what we did. We rolled out that Monday morning, took the weekend, started pulling together, and that Monday morning we rolled out what we call Get Gather Go, which was an aggressive marketing campaign to all the businesses in our metro about the importance of the Paycheck Protection program. We wanted them to get informed, to gather information, and to go apply. started, I mean we had we did a huge Facebook push, social media broadly, we had digital billboards, we had radio spots, we had TV, print, you you name it, we were there, hit hit where we could, different venues for interviews, but really pushed out, hey, here's what this is, here's who needs to look at this, here's how you apply. A lot of online resources created a get gather go website, webinars to support, kept updating and and moving through our how to fill out the application webinar and our introduction to PPP each had over a thousand views, not not Facebook views, but a thousand views who watched the videos. recordings. so incredibly engaged. so that we know in the first round of Paycheck Protection program, which you know only lasted a couple weeks before it ran out of funds, you know, whereas nationally about one out of every nineteen business received a loan. Here in the state of Florida we didn't do quite as well as one out of every twenty five. But in our community, one out of every eight businesses received a PPP loan. Nice.
26:37.69 Kevin Sheilley
And that's huge. We had a great partnership with our lenders. We had 18 local lenders who were participating or 18 lenders in the market who were participating. And we did twice a week calls with them to, you know, hey, where do we need to change? Where do we need to pivot? Our word for the year. But you know, that we know that once we get through this second round, probably about somewhere between twenty and twenty-five percent of every business, not just eligible businesses, but every business, twenty to twenty-five percent in our community will have gotten a loan. And that's hundreds, probably about four hundred million dollars that came into our community. And I think that's why we're seeing, you know, someone said the other day when they came into town, wow, this this place looks like it's still going. There's I I I can't believe how much activity there is. and and I think it's because there's a lot of things here. we're less tourism dependent than one might think about Florida, but it's been really positive. And and so, you know, because we also do the Entrepreneurship business creation piece, we're able to activate that team to work actively with people to evaluate, to look at their cash flow analysis, to make determinations about when to stay open and when to close, and how to apply for different programs and how to evaluate those. So a lot of really, really key engagement on the front end so that as we're coming out on the back end, it's a little easier for us just to keep sharing out the news of. You know, as people were beginning to open a couple weeks ago, who was open, how to support those businesses. you know, most here in Florida of our essential businesses, a lot of our our employers stayed open, of course, with all the appropriate social distancing and mask and and what have you. But you know, those combinations of things really were key. And and the last piece I would mention is we ran a kind of kept an update on our website, created a page now hiring. which we already had, we just moved it to the home page. you know, we were able to to show, I think we ended up around 50 businesses who've been actively hiring through this process locally. so that people could know, hey, look, maybe I'm, you know, dislocated from this position, not sure if this employer is going to reopen, but here are 50 businesses who are hiring today. you know, that I think that's been really key to help keep that information out, to help share that, hey, this is not the end.
29:00.812 Kevin Sheilley
This is a hiccup. We're going to pivot. We as a community are going to learn from this. And we're going to keep doing good things and keep moving forward.
29:09.462 Brandon Burton
Yeah. I think for those businesses that are in a position to hire right now, they're gonna get some great talent that come on board.
29:16.622 Kevin Sheilley
Absolutely. And and be able to retain talent as well. Yeah.
29:20.78 Brandon Burton
Yep. And then I think there's another wave to look at when those businesses that are losing the talent go to reopen and then they're gonna need to hire and it's just it's a an evolving pivot.
29:31.936 Kevin Sheilley
Exactly. Again, pivot. That's our word. That's our word for twenty twenty. Yeah.
29:35.734 Brandon Burton
Right. That's right. Well, Kevin, as we start wrapping up here, you know, the whole purpose of of this podcast is for the I like to call them chamber champions that are listening to be able to be introduced to people and ideas so that they can better serve their chamber members or investors and their community. And I think being able to have this Chamber of the Year finalist series is really a great way to do that, to be able to look at you know, some of these chambers that are really shining examples across the country. But what might be one piece of advice that you would offer the the the champions out there listening that they could apply back to their chamber to to help take them up to the next level?
30:18.466 Kevin Sheilley
Yeah. Why not your chamber? Why not so many times I think we're waiting for permission. Well, that's not the chamber's area of responsibility. Well, that's probably should be someone else. Or or maybe, you know what, I I think we lead our communities by leading our communities. And I think the chamber plays in every community a key role. And so what I would encourage is don't be afraid to get out of that box. Don't be afraid to I I think often communities are waiting for someone to take a leadership role. And there's no organization better suited to do so than the Chamber.
30:58.252 Brandon Burton
Very well put. Why not your chamber? Step out and take the lead and you don't need to wait for pres for permission from anybody. Just go do it. Exactly. so I know I'd asked you this question back in episode twenty nine, but I like to ask everyone that I have on the show that as we look to the future of chambers, how do you see their purpose going forward?
31:22.36 Kevin Sheilley
You know, I I think being that of course I'm a little biased because it's part of our vision here, but but really being that voice for the business community. I think, you know, again to think about ACCE and the vision plan, not that community events aren't aren't good and there's not a role, but if if if if the chamber exists to do Fourth of July parades and and Christmas pageants. think we've missed. I I think the role of the chamber in the future is to really be a powerful voice for the business community, to be an organization that can have catalytic conversations that really impact and move our communities forward. I think sometimes if we look at growing communities versus those that aren't, the difference is someone's leading those catalytic conversations. And no one is better situated to do that than the chamber. And so to be able to be in that role, I think the the more chambers continue to evolve and grow towards that position, as being able to come alongside and help lead, I think that's really going to be key for not only the maintenance of of of our industry, but really for the growth of our community.
32:41.056 Brandon Burton
That's awesome. Well, Kevin, I wanted to to give you an opportunity for again for those that are listening, if they had any questions about wha how you're doing things there at the CEP or anything you've shared with us in this episode, if they wanted to reach out to you or continue this conversation offline, what would be the best way for them to reach out to you?
33:02.412 Kevin Sheilley
Hey, thanks. I would love to do so. probably email is the the best way to connect with me. And it's very simple. It's kevin at ocalacep.com. And that's CEP as in Chamber Economic Partnership.com. love email is great, and we can set up a time to talk if anyone wants to do that. They can also check out our website at ocalacep.com.
33:26.712 Brandon Burton
That's perfect. And as usual, we will get that updated in our show notes for this episode, which it will be found at Chamberchat Podcast dot com slash episode eighty. And Kevin, thank you so much for spending time with us today on Chamber Chat Podcast. I wish you and the CEP the best with the chamber of the year as things play out and and as well as in the the recovery in your community from COVID.
33:52.014 Kevin Sheilley
Brandon, thank you so much. And thank you for doing these. not just the the podcast, but in particular highlighting the finalists each year. I think that's a great tool for all of us. I know I enjoy in particular getting a chance to go back and find out what other people are doing and what I can learn from it. So thank you for for hosting those.
34:08.8 Brandon Burton
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This transcript has been lightly edited for readability and to correct obvious transcription errors while preserving the meaning of the original conversation.

Episode 79 — Greater Fort Wayne Inc. 2020 Chamber of the Year Finalist with John Urbahns
Clean Speaker-Labeled Transcript
Guest: John Urbahns
Automated QA: Passed

00:00.2 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:33.686 Brandon Burton
My dad, Brandon Burton. Welcome to Chamber Chat Podcast. This is Brandon Burton, and it is my goal to help introduce you to people and ideas so you can better serve your Chamber members and your community. This is episode 79 of Chamber Chat Podcast, and it's also our eighth interview for our 2020 ACCE Chamber of the Year finalist series. If you are new to listening to Chamber Chat Podcast, I'd invite you to check out our Get Started page at Chamberchatpodcast.comslash start, where you can get some nondues revenue ideas as well as our free chamber podcasting guide if you ever have any interest in starting your own podcast for your chamber. Again, those can both be found at Chamber Chat Podcast.com slash start. So our guest today as we continue on with our Chamber of the Year finalist series. is John Urbahns, who's the president and CEO of the Greater Fort Wayne Inc. in Indiana. John joined Greater Fort Wayne Inc. in 2014. Prior to his appointment as CEO in 2019, he served as executive vice president of economic development. In that role, he led an economic development team that assisted with 132 business expansions and relocations in Allen County. resulting in more than seventy eight hundred new jobs and three hundred and thirty-five million dollars in new annual payroll. John has managed and negotiated aspects of transformational downtown investments. He co-led the Road to One Million, the Regional Cities Initiative Plan, which resulted in a $42 million award from the state of Indiana for quality of quality of place improvement projects throughout the region. Under his leadership, the GFW Inc. team has provided counsel to community leaders throughout northeast Indiana and Northwest Ohio, coaching them on setting a community vision, historic preservation, real estate finance, and private sector investment strategies. Prior to joining GFW Inc.,
02:51.628 Brandon Burton
John served as a director of community development for the city of Fort Wayne, where he managed the city's strategic planning, land use, redevelopment, housing, and economic development, among other responsibilities. He led and assisted with multiple high-profile projects at the direction of the mayor and has facilitated comprehensive downtown and neighborhood planning processes. John has spent much of his career engaging with local residents. neighborhood groups, elected officials, and business leaders to cast a visionary future for Allen County's communities. Over the course of his career, John has served on numerous community boards. He was a founding board member of the Fort Wayne Downtown Development Trust, the Fort Wayne New Markets Revitalization Fund, and Fort4Fitness. John graduated from Ball State University with degrees in urban planning and environmental design. and is an AICP certified urban planner. He is a proud dad to three great kids and a lifelong Hoosier. I'm excited to get into my discussion with John today as we talk about what is making Greater Fort Wayne Inc. stand out to be considered as a Chamber of the Year finalist here in 2020. And we will get into that discussion as soon as we get back from hearing from our sponsor. Chambers are not considered for Chamber of the Year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program from Swypit. In partnership with Chamber Chat Podcast, Swypit is one of the best credit card processors in the business. With the Swypit Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit Chamberchatpodcast.com/slash CC for more information and to request your complimentary cost savings analysis from the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit Chamberchatpodcast.com
05:14.634 Brandon Burton
slash C C to start swiping with Swypit. All right, John, we are back. If you would take a moment and say hello to all the chamber champions out there listening and share something interesting about yourself so we can all get to know you a little bit better.
05:33.262 John Urbahns
well, hello. Thanks for having me on here today. it's a it's a great pleasure to be representing Greater Fort Wayne Inc. and our community in in the process. you know, a little something interesting about me. I I think it's a lot of people found it interesting. I'm for a very small town here in Indiana. that and I went off to study urban planning and city planning in college and everybody kind of wondered, you know, what what's this what's this guy doing from a town of less than two thousand people going off to studying urban issues and and urban and city planning. So but I found my home here in Fort Wayne after college and have really used that experience and and my years at the city and here at Greater Fort Wayne to to really help make an impact in our community.
06:18.946 Brandon Burton
So now you are a city slicker, right?
06:22.33 John Urbahns
Now I'm a city slicker. But you know, I'll be honest, it's it's really helped in the region that we work in, to be able to understand what what's going on in a lot of our smaller communities as well and to help them out, make them as as the best places that they can be.
06:37.312 Brandon Burton
Absolutely. I think it brings a great perspective because a lot of that what you're focusing on on the bigger cities, it it does have that ripple effect into those smaller communities as well. And being able to see how that affects them is it's an important aspect to bring. So let's let's have you share a little bit more about Greater Fort Wayne Fort Wayne Inc., just so we can all get an idea of your organization, maybe size, location, budget, just so we have a a better idea of the perspective that you bring to this discussion.
07:06.39 John Urbahns
So we're located in Fort Wayne, Indiana, which is in the the northeast corner of Indiana, second largest city in the state, about two hundred and seventy thousand people in the city, about three hundred and seventy in Allen County, which is which which is our area of influence. So we we represent all of Allen County. we have about a three point one million dollar budget and twenty staff members. You know, you may think that we've been around a long time, but we haven't. We've been around since two thousand fourteen when we when we actually merged our hundred plus year old Chamber of Commerce, our twenty-year-old public private partnership or our Economic Development Alliance, and our leadership development program, which was about thirty-five years old. we merged all those together back in two thousand fourteen, really with the idea of having one voice of business within the community. trying to bring those together and make them all stronger. And I think we've been very successful in in how we've done that.
08:08.396 Brandon Burton
That's great. I know in some cities you see that being divided up. And I always I'm always more of an advocate of seeing them come together. So you have that synergy working together and and a little bit less red tape to get things done. So as we kind of move along to the the topic of of chamber of the year and the application process and and the the programs that you guys submitted on your your synopsis. Can you take us through those highlights on on what those programs are?
08:41.452 John Urbahns
Yeah, you know, we one of the things that we've really established through our organizational strategic plan last year when I came in as CEO was really focusing on the core values of the organization and really focusing those around inclusion, collaboration and results. But I think inclusion really is the leading value in what we've what we focused on. And that's that's a big part of the two programs that we submitted. you know, we we don't want to be your grandfather's chamber. We want to be a very inclusive environment. and that's that's an area that we have been obviously focused on and the two programs. One is it's called the GFW Inc. Bridge program. Back in 2017, we had Techstars come in and do an assessment of the entrepreneurial community within Fort Wayne and Allen County. And one of the things that we we saw was that there was there was a need to help to continue to build relationships, continue to build that culture of entrepreneurship in the community. You know, Fort Wayne's a community that was founded on entrepreneurship. When you think about electric lighting, when you think about refrigeration and washing machines, the calculator, all things that were invented here. So, you know, we have a long history of entrepreneurs. But one of the things we found was that while we had a number of What we call ESOs or economic or entrepreneurial service organ support organizations, one of the challenges we saw was we had a great entrepreneurial community and we had a great corporate community, but it was kind of never the two shall meet. So we were trying to bridge that gap between startup and success for our entrepreneurs, and doing so in a way that connected them with established corporations, at the same time helping to build. chamber membership and and support for for the organization. We ultimately in working with the kind of finding that gap in the support organizations, developed this program and we we ended up wanting to do a pilot. We ended up getting we targeted 15 corporations to sponsor an entrepreneur for a five-year period. So not just a you know kind of simple coaching for a year or so, but really sponsor them to be
11:04.654 John Urbahns
part of the organization. So we ended up we we got all 15 corporations on board to do that. the next question was would we have the entrepreneurs be interested in signing up to be part of the program? And some of the feedback we heard was that, you know, at the time there was some some questions of whether they would want to be part of the chamber or what was seen as the old guard at the time. So we ended up putting out an open call for entrepreneurs. Ended up with 98 applications for people to be in the program. we ended up working to kind of down select those to what we felt were the the most viable entrepreneurs, and then put those out to those 30 entrepreneurs out to the 15 corporations that were interested in sponsoring them and let them choose who they wanted to sponsor. We ended up with with fourteen of the fifteen ended up with their first choice on the on the on the pair-ups. So it wasn't like they were all fighting over the same entrepreneur. so we had a lot of great involvement there. It's it's really turned out to be a great opportunity for these entrepreneurs f to learn from people that have been involved, you know, in business for for 30 years, 25 years as as CEOs or high level folks in in organizations to really help coach them. and it's not only been good for the entrepreneurs, but we've got a lot of feedback from the from the business leaders that it's been good for them, that it's it's been good for them to give back to the community in a different way, get back to kind of the heart of building building a business and helping somebody that has a passion and figuring out how to fulfill their dreams. So we've been very very proud of the work that's gone on here. We're getting we're gonna be launching a second cohort of entrepreneurs and and sponsors later this summer. So it's a program that we look to continue to grow. since there's a five year kind of a five year commitment from both the entrepreneur and the corporation, it it kind of gives us the ability to bring on a new subset every year and just to continue to build that.
13:20.494 Brandon Burton
So are there certain requirements that you look for in the entrepreneur side when they're doing their application that maybe been in business for so long or so many employees or a certain type of industry or any any parameters like that that you're looking for?
13:36.906 John Urbahns
You know, we wanted to help kind of all entrepreneurs. So there was they couldn't have been established for more than I I think about a five year period. They had to they had to have they couldn't have kind of already made it as far as revenue. So there were some parameters there. but there's you know, it ranges from restaurateurs to social media experts to some folks that are starting a nonprofit. So it's not just your traditional business. and and we've had some great pair-ups and already leading to some great some great momentum. You know, we've been at this now for just over a year. We've already had a couple that have have gone into bricks and mortar facilities now that have really accelerated their business. And what it what it's what it's been able to do is kind of take out that struggle period. where they maybe are struggling to figure out their way or fig struggling to figure things out and they can they can kind of jump through some of the hoops quicker. They have somebody to lean on and help them make those decisions to help push them forward a little bit a little bit faster.
14:52.91 Brandon Burton
So I'm curious when you put the call out for entrepreneurs to apply, what kind of messaging did you put out there? I I ask because I see a lot of entrepreneurs kind of have that mindset of they want to do it on on their own or they don't want to ask for help. They don't want to share their idea with somebody, you know. So to be able to to message that in a way that just like you were saying, to be able to get over those hurdles, get over those struggles faster, I think is perfect. And and I'm sure somehow that was implemented. But I'd love to to hear from you how that was that messaging came across.
15:22.69 John Urbahns
That's that's where we were trying to play the that's where the inclusion comes in. We were really just trying to get them into the mix and into the conversation so that their voice was heard and they weren't just out, you know, working in their living room or their basement on their own, but they were now part of the conversation and now out into the community. You know, a number of these entrepreneurs we hadn't even heard of before, didn't know that they were they were working. You know, we we worked through the the different organizations that were helping entrepreneurs. to get that message out. But the idea was that we didn't we weren't looking to obviously we weren't looking to take over their business. We weren't looking for them to partner in a financial perspective with with the corporation. It was really about this is an opportunity to now get involved, be included, have the have the door opened to attending our networking events and our our other events throughout the year. for them to just get more engaged in the community and then also start to develop a relationship. I think they all felt that they they understood that they needed some assistance in in getting out there.
16:34.77 Brandon Burton
You had mentioned that you're getting ready to ramp up kind of round two of it this summer. Are you targeting different corporate sponsors for it? Or are some of the same fifteen gonna be a part of that group or is it a whole new group?
16:48.206 John Urbahns
So once we once we launched it with those 15, we had a number of people come out of the woodwork of, hey, I want to help an entrepreneur, I want to be involved, how can I how can I how can I get an entrepreneur or a bridge partner to to help? so it we're gonna be having new new sponsors come on board. the the the ones that were already paired up last year will be working through the next still the next four years with their partner. Now there may be some that say we want another we want to take on an additional bridge sponsor bridge entrepreneur and we'd be happy to have that, but it's gonna be mostly new new corporations, new business leaders that are interested in taking taking these on.
17:30.476 Brandon Burton
That's awesome. Sounds like a terrific program. should we move on to the the other program that you guys submitted?
17:38.764 John Urbahns
Yeah, so the other program we've been working at for about a year and a half now, maybe maybe wrapping up the second year by this point, but we identified a real challenge in the community, again on the inclusion side, is working with disabilities. So we started a program called Employing People with Disabilities Initiative, with the idea being that our unemployment rate, like a lot of areas in the country, we're was extremely low. you know, three percent. so our our biggest struggle for for growth of a lot of our industries was was sheer workforce. but at the same time we were looking at the fact that if you have a disability, your unemployment rate is significantly higher. so we worked with we have a local foundation that's very involved in in the disability and inclusion community here in Fort Wayne and we worked with them to to fund a three year pilot. so like I said, we're we're pretty much wrapping up year two, we're going into year three of of this pilot program where we actually brought somebody on staff that is their sole focus is to work with businesses every day on helping them understand the opportunities for employing people with disabilities. And we're not operating a we're not operating a kind of a placement service. We're in the business of help spreading the word about Opportunities for employment for all individuals in the community, but especially those with some form of disability. So we brought an individual on, Kevin Morse has been leading this program. he has a strong background in human resources and in hiring folks with disabilities out in the workforce. So he's been working with companies helping them understand maybe the challenges that they have internally. to bring somebody on that has a different skill set, maybe requires a different a different environment to work in. But we've had a a great deal of success. Last year we had 32 businesses hire 51 individuals with with a disability. So we have we have a lot of different programs out in the community that are helping people with disabilities and we're connecting those the businesses with the
20:04.714 John Urbahns
with the folks that are are helping people with disabilities. So but you know, to give you an example, we had a a local bank that was that was very interested in the program. We worked very closely with them, got them helped them understand kind of even some of the interviewing processes that maybe they needed to look at differently for people with different types of disabilities. They ultimately ended up wanting to hire one of the individuals and it took several months just to figure out kind of some of the work changing their work rules and some of their procedures to get the person on board. now our team helped them through that process and and the great thing is now they can they can go on and do it again. And that's what we've seen with a lot of folks that have hired somebody through this program is they don't just hire one individual. They ultimately end up hiring additional individuals because they see the work ethic you know they people show up, they are very dedicated, and it's just opened the eyes of a of a number of folks in our community to a different workforce that that wasn't that wasn't there in their traditional interviewing process and and different traditional hiring processes.
21:18.648 Brandon Burton
So I I love the the spirit behind this whole the employing people with disabilities. as you went about working with the employers, I mean when you when you say people with disabilities, there's obviously a wide range. you know, it could be somebody with a physical handicap, it could be a mental thing, it could be, you know, Down syndrome or autism or you know, d a wide spectrum of different different disabilities. So when you talk about Changing the interviewing process and and things like that. I mean, would they I I'm just trying to maybe digest this for myself. Would they look for one type of disability first to try to branch there? Or is it more of a broad spectrum and try to make their system work depending on who's coming in for the interviews?
22:08.29 John Urbahns
So it's it's it's broad at the start, but then as as you narrow it down as they start to see maybe who's interested, Kevin can work with them on the different, you know, if if it's a physical hand if it's a physical disability, it's different than if it's a mental disability. Or, you know, if if they're on the spectrum. So you know, things like maybe the interview isn't sitting down at a desk talking with somebody, maybe it's walking around the facility, having a conversation. Maybe it's it's looking at different ways you do the training. those are all things that that the team will work with them on and really kind of tailor it to the the different types of of disabilities that are out there.
22:53.528 Brandon Burton
So these employers were they trying to create positions to be able to purposely hire people with disabilities or were they saying this is a position we have and it could work with somebody with the disability?
23:06.466 John Urbahns
That's a great question. So, you know, what we what we try to do is, you know, one of the things just from a traditional business retention and expansion process, our team's going in and meeting with 500 plus businesses a year. So this isn't just about one person running this program. We've worked it into our all of our different programming. So it could you know, it could be just a staff person going out and having a conversation and understanding the challenges that maybe they're having and hiring different positions and then Starting the conversation, have you considered how a person with a disability could fill that position? And a lot of times the answer is no. And that's when we can open it up and say, you know, how about if we have somebody come in and talk with you about specifically these types of positions? And the great thing is that the you know, Kevin knows a type of positions that are are are good fits for people with different types of disabilities. whether it be a a physical or a mental or cognitive, he can work with those individuals, work with their HR departments to then connect them with with organizations that are maybe working with someone with a physical challenge or somebody with a with a mental challenge and then provide that connection and then help them, help coach them through some of the the things that they need to look at.
24:28.706 Brandon Burton
That is great. So d I wanted to ask you, as as you guys are obviously being considered as a a chamber of the year chamber, what what is your organization doing to stand out that maybe other chambers are not doing?
24:46.626 John Urbahns
I think one of the things that obviously as an organization is focused not just on traditional chamber activities, but also being the economic development organization and also the leadership development programming organization. We've got a wide spectrum of of what we do and how we impact the community, the types of businesses we interact with and how we interact with them. It's not it's not just in one in in one way. It's it's very holistic in the things that we are doing to really achieve our mission, which is to build a nationally recognized economy here in Allen County. That that is our focus, is to be nationally recognized as an economy that that folks want to mimic or be like. I I think the inclusion is an area that has really set us sets us apart from a number of other chambers. You know, we I I mentioned earlier we don't want to be your grandfather's chamber. We want to be inclusive of the community. We see ourselves representing the community. You know it it it's You see it in our programming. You see it in, you know, whether it be the disability initiative or the bridge program. You know, if it we're involved in conversations that we're involved in the uncom in the uncomfortable conversations that that communities need to have. You know, last year we focused one of the things we do is an intercity visit every year to to look at other communities that are doing things right. you know, and that's really helped us in regards to our downtown. our riverfront, things that we have looked at in the past in communities like Greenville and Chattanooga and Providence, Des Moines. You know, last year we really said we want to focus on this inclusion in a very intentional way and really wanted to focus on race relations and inner city development. so we ended up taking a group of 42 individuals down to Louisville, Kentucky last year to look and see what they were doing in their community in regards to neighborhood development. and tackling some of the the race issues that that they have within their neighborhoods. Not traditional conversations that chambers of commerce have. But we wanted to be very intentional about that. And you know we we we went down to Louisville, had it had a a great look at the community and you know is I was struck by we met with the mayor one evening, he came and spoke to us and and the mayor said, you know, we've had a lot of groups come in and look at our riverfront, look at our downtown
27:11.438 John Urbahns
You know, nobody's ever come to look at our neighborhoods, our and especially our inner city neighborhoods. and and just kind of applauded us for really taking a specific and intentional look at that. we're we're very involved in those conversations here in our community, working in parts of the community that that have seen a lack of investment or disinvestment over several years, and are a little bit are are more challenged in some of the the community issues. And we we've kind of jumped feet first in or head first into those and really are part of those conversations. So getting outside the norm, getting into those, like I say, those uncomfortable conversations within the community to really include everybody and and tackle those big issues.
27:56.022 Brandon Burton
So I'm catching a theme here. It seems like inclusion's pretty important to you guys.
28:01.418 John Urbahns
Inclusion is very much very much important. And that you know, that I mentioned like dealing with race issues or or inner city development. We've got inclusion fr from with you know, our county is very while we have a very urban core in Fort Wayne, we also have a very rural part of our c part of our county. you know, with a large Amish population. you know, it's it's a very agriculturally centered county, very large geographically. So We've got a lot of different we've got a lot of different diversity and inclusion that we're trying to work through. and it's not all it's not all one thing. And that's why we try to that's why we see it as one of our core values to be inclusive. You know, we we really do value the contributions of all aspects of our community and try to incorporate those into the work that we are doing.
28:53.95 Brandon Burton
Absolutely. And I think Louisville is a great place for you guys doing your your visit and being able to see their their inner workings in their their communities. I know there's a a wide mix of different different races there. I had Kent Euler from GLI on last year as they were a finalist on the
29:12.942 John Urbahns
Yeah, it was kinda nice that we went there we went there just probably within a month of when they had received when they'd won Chamber of the Year last year. So they were come they had just come off that and it was a great time for us to visit and really see what was going on down in their community.
29:29.206 Brandon Burton
Absolutely. Well, I wanted to maybe shift gears a little bit here. I know as as chambers across the country and and even throughout the world are kind of trying to figure out how to navigate their way through the the financial impact that everyone's seeing from from the COVID nineteen pandemic. would you share what your plans are of how you plan to lead your business community through specifically the economic recovery?
29:59.5 John Urbahns
Yeah, so we have been very we like all chambers, like all businesses, you know, had to quickly pivot what was going on with some of our work. You know, the gr the great thing is we we really stuck we really held true to our mission, and and the things that we needed to be focused on, just shifting the way we were doing it. So, you know, all of our programming that was going on, like our women's network, our leadership development programs, Those have all just switched to a virtual world. you know, running them through platforms like Zoom, continuing to have those meetings. Our you know, our our leadership classes haven't missed a date. They just start taking place in a different different different world. you know, we really focused what as soon as things started to kind of come down here locally, you know, first thing we did was we we took the team and said, Hey, we need to call every member in the next week. So we We took a week and called all roughly fourteen hundred members trying to figure out how they were being affected, the things that were challenging them, and quickly you know, kind of figured out what we needed to be doing was providing them good information, information they didn't have to dig through. So rather than them reading eight hundred pages of the CARES Act, we needed to become experts and be able to help them. started running webinars with on you know the paycheck protection program and the EIDL loan process. And as we started getting businesses through all of that, we started having the conversation and and during this time we were very engaged with our local health department and our local elected officials. So the local health department was really looking at us to be to connect them with the business. so we were playing that role and really shifted quickly to you know, how do we start to reopen our businesses? And in Indiana, we've had a I think Governor Holcomb and Indiana has had a great response to the pandemic. we have figured out we're in stage three of a five-stage back-on-track Indiana plan. As we started that process, what we ended up doing was partnering with a local health organization, Parkview Health, and our local health department to really focus on a healthy reopening. so we are wrapping up actually today after this call, we'll be wrapping up our 15th webinar with different industries.
32:21.416 John Urbahns
on different items that they really need to be looking at and be focused on, on getting reopened and how to get open reopened safely and in a healthy fashion. So we we've really taken that charge and and led the way, trying to connect the business community with the health professionals to get the right information out so that they aren't just hearing random information, but they're getting it actually from health professionals. At the same time, we're we're working locally with the state, with our the city and county and with the state on local local programs that can help businesses as they look to recover and reopen. So we're we're continuing those conversations and getting those programs started so that we can help them help them get reopened. we were in the we were just in the final stages of identifying someone to help us develop a five-year economic development strategy for the community. and I think we're it's a perfect time now. I I'm I'm I'm glad we're in the position of starting that rather than you know wrapping up an economic development strategy that doesn't take into account a pandemic and and working remotely and all of that. So I think we are well positioned to to keep moving forward. I think Indiana as a whole is very well positioned. You know, one of the things that work for force was a big challenge for us. obviously the pandemic's gonna change things, but I think we had already started to we had turned a corner on our domestic migration, you know, going from decades of negative domestic migration to now now years of positive and growing domestic migration. So the things that we have done to invest in our community and attract people to our community, I think that I think mid sized communities like ours and economies like ours that are very well diversified are ripe for growth coming out of coming out of the pandemic.
34:20.353 Brandon Burton
That's great. I love how early on how you guys reached out and made phone calls and and contacted all fourteen hundred so members to find out what their needs were and become that source of information. I think that's so important to to see what what is it that's on their mind and and how can you be an answer to their concerns? That's so important. So as we start to kind of wrap things up here, I wanted to to ask is Maybe if there's one piece of advice or an action item that you can share to the the chamber professionals that are listening today that they could do and implement back at their chamber to to take their organization up to the next level.
35:01.048 John Urbahns
You know, I think of things that we all need to do is is take the lead in helping to set the vision for the community. the business community needs to step up and and be a part of that vision setting for the community. And being, you know, I I mentioned it earlier, but being present for the uncomfortable conversations. You know, it's it's easy to just be part of the part of those comfortable conversations that you know where they're gonna go, you know how you're gonna react, the feel-good conversations. You need to and I think this is where we have we're trying to set the bar in having those uncomforta uncomfortable conversations that really help push us forward. you know, if I had advice for anybody, you know, that's starting out in this profession, it's it's it's it's be present for those uncomfortable conversations and be part of the solution and and help figure out how to move forward with issues that maybe nobody else has been able to figure out.
36:00.8 Brandon Burton
I love that answer. This this final question I I asked everybody that I have on the podcast is as we look to the future of chambers of commerce, how do you see their purpose moving forward?
36:15.192 John Urbahns
I I think the purpose of the of the of the chamber is to keep businesses together, to keep the business keep the business influence out there, but also to to again to lead in ways that they haven't seen in the past. I think for chambers to continue to be re relevant, you're gonna have to take part in those conversations. You're gonna have to really help push that community forward. You know, I I mentioned collaboration was a one of our our core values that c keeping the public sector and the private sector aligned are gonna help move your community forward. If if you're out of alignment, one can't push the other around. You have to keep them aligned and moving together in in a forward in forward movement. So you know, I I think chambers play a key role in that. And keeping the businesses aligned, but also keeping them aligned with our public sector partners to help advance our communities.
37:18.166 Brandon Burton
Great great words of wisdom. I appreciate you sharing that. John, as as we get ready to to wrap up this interview, I wanted to give you an opportunity to maybe share the best ways for listeners to reach out and connect with you if they have any questions about what you've discussed or they wanted to continue this conversation offline.
37:40.162 John Urbahns
Yeah, if if you want to reach out to me, I'm happy to have a conversation. Our website is greaterfortwayneinc dot com. my email is J Urbahns. That's U-R-B-A-H-N s at gfwinc.com. I am happy to have any conversation. Our team is is is happy to have any conversation. You know, while I say we're focused on on Fort Wayne, Allen County, New Haven, you are communities here in Allen County. we're willing to help anybody, you know, and and we've been helping people across the line in Ohio and elsewhere in our region and and trying to play a role in helping people across the state. So we're here to help anybody that wants to have conversation with us.
38:24.322 Brandon Burton
Very inclusive of you. I appreciate that.
38:27.374 John Urbahns
Thanks for working that in.
38:29.262 Brandon Burton
We'll get your your contact information updated on our show notes page, which will be found at chamberchatpodcast dot com slash episode seventy nine. But again, John, thank you so much for taking time out of your day and I wish you and Greater Fort Wayne Inc. the best of luck with Chamber of the Year.
38:46.722 John Urbahns
Brandon, I appreciate it. Thanks for having me on today.
38:51.126 Brandon Burton
If you are a Chamber Professional, please subscribe to Chamber Chat Podcast in Apple Podcasts, Google Podcasts, or Spotify. When you subscribe to Chamber Chat Podcast, new episodes will show up in your podcast app each week as they are released. If you're finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamberchat Podcast with your colleagues that are in the industry.

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Episode 78 — Chamber of Commerce of Fargo Moorhead West Fargo 2020 Chamber of the Year Finalist with Jim Parsons
Clean Speaker-Labeled Transcript
Guest: Jim Parsons
Automated QA: Passed

00:00.2 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:31.33 Brandon Burton
He loves to meet chamber professionals from all he's my Welcome to Chamber Chat Podcast. This is Brandon Burton, your host, and it is my goal to introduce you to people and ideas so you can better serve your chamber members and your community. This is episode seventy-eight of Chamber Chat.
00:54.222 Brandon Burton
podcast and it also is our seventh interview in our 2020 ACCE Chamber of the Year finalist series. If you are new to listening to Chamber Chat Podcast, I would encourage you to check out our Get Started page, which is found at Chamberchat Podcast.com slash start. And there you can find some resources for some nondues revenue ideas, as well as our free chamber podcasting guide. If you've ever thought of creating a podcast for your own chamber, you can check out that resource there as well. Again, that's found at Chamberchatpodcast.com/slash start. So our guest for today is Jim Parsons. And Jim is the vice president of finance and operations and the interim CEO for the Fargo Moorhead West Fargo Chamber of Commerce in North Dakota. It's an organization of more than 2,100 public and private and nonprofit entities throughout North Dakota, Minnesota, and beyond. Parsons has been with the chamber for almost 20 years, starting his career in 2000 as a business service coordinator. Previous to that, he'd worked in banking and transportation. Jim has a Bachelors of Arts degree in accounting from Moorhead State University. He completed his IOM certification, graduating. From the U.S. Chambers Institute for Organiza Organizational Management in 2012. Jim and his wife Michelle are both natives of North Dakota. They live in West Fargo and have five adult children, ten grandchildren, and two dogs. In our conversation today, of course, this being in our Chamber of the Year finalist series, we'll be highlighting what makes the Chamber of Commerce of Fargo Moorhead West Fargo. Stand out to be recognized as a chamber of the year. And I'm excited to get into this discussion with Jim as soon as we get back from hearing from our sponsor. Chambers are not considered for chamber of the year without having great programs and steady streams of non-duce revenue. I want to introduce you to a great affinity program from Swypit. In partnership with ChamberChat Podcast, Swypit is one of the best credit card processors in the business.
03:14.124 Brandon Burton
With the Swypit Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit Chamberchatpodcast.com/slash CC for more information and to request your complimentary cost savings analysis. From the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit chamberchatpodcast.com slash CC to start swiping with Swypit. All right, Jim, we are back. If you would take a moment and say hello to all the chamber champions out there listening and share something interesting about yourself so we can all get to know you a little bit better.
04:12.024 Jim Parsons
Well thank you, Brandon. yeah, and I wanna say hi to everybody out there in the chamber world and hope things are going well for you all through all this stuff. interesting. I'm probably not the most interesting person, but I as w you had indicated, Brandon, I have been with the chamber twenty years, actually this year and served under three different CEOs. One of the things that I think most people are it's interesting or not, would say that I can't say no. And I don't know if that's a fault or a credit, but the one thing that they did give me one day was a little sign that said, please let me stop what everything I'm doing and work on your problem. And then probably fitting is I showed up on my desk one day and it's kind of where I've been in life is and that's probably why I fit well in the chamber world is I want to help people, help members succeed.
05:15.394 Brandon Burton
That must be why you were so easy to get on the podcast too. It's like I I just can't say no. that's great. No, that's definitely that servant heart that puts you in the right spot in the chamber world. So you belong there. why don't you share with us a little bit more about your chamber, your organization, the size, location, budget, staff, just give us all a better idea.
05:42.422 Brandon Burton
Of kind of this per the perspective that you'll be bringing to our conversation today.
05:47.01 Jim Parsons
Well as the as the name says Fargo Moorhead West Fargo Chamber of Commerce. We're we're a combination of actually three chambers that have merged over the last twenty-five years. First being Fargo and Moorhead in nineteen ninety-eight, and then in two thousand and ten another chamber, West Fargo, joined the group. So we've become that regional chamber. So now there's only one chamber in our in our region. As said we serve more than twenty one hundred members in a population of about a little over two hundred thousand in our region as far as individuals, people. We have a staff of fifteen currently with an annual operating budget of two point nine million dollars. So hopefully we do a good well impact. The one thing that we do sit is we have, you know You said that we're in North Dakota, but we're actually Minnesota. We represent both Minnesota and North Dakota with Moorhead, Minnesota, and Fargo and West Fargo, North Dakota. So it it does provide some interesting dynamics in what we do, but that's kind of where we're at with our chamber.
07:05.524 Brandon Burton
All right. Minnesota. Should have done better better background on that, but
07:11.654 Jim Parsons
No, that that's okay 'cause and that's one of the the things that we work with is, you know, a lot of people know Fargo, North Dakota from the movie and different things. but we we or sit right on that border as some other cities in
07:28.598 Brandon Burton
And now you're saying that, I remember checking it out and seeing that you guys were right on the border there and and I just had an oversight there, but thank you for that. So as a lot of the listeners know when you submit the application for chamber of the year, you include a couple synopsis about your chamber, some of the programs that that you guys are doing. could you take us through and highlight you know what what you guys submitted on your Your synopsis with your application.
07:59.746 Jim Parsons
Right. And with the application, it there was two synops synopsis that were asked for. One of them, first one that I kind of mentioned is a program that we started in collaboration with the our the Fargo Moorhead, the Greater Fargo Moorhead Economic Development Corporation. it's called Fueling Our Future, which is a joint venture that was spearheaded spearheaded by our previous CEO who passed away in December of n two thousand nineteen. So I do have to give great credit to him for his leadership. he was chamber president here for ten years and had very many great ideas. But this was one idea that was born from him. and it was probably three years in the making. originally we're gonna do this by ourselves, but finding that collaboration is sometimes the best way on a regional basis to to work within our business community. So we we collaborated with the Fargo or with the greater Fargo Morhe at Economic. The premise of this was that there's a lot of efforts that take place to to to help the region as far as in the business community and they're all done individually. The premise for this was to take it into one location for to to for ideas to be born out of and and make our community better and the premise the pillars that that were decided with this were people prosperity and place people meaning the our workforce and our human capital prosperity being the business development in our communities and place is like infrastructure, what needs to take place to make our community better, whether it's convention center or performing arts center or something related to that. So the the it started with a campaign and we our goal was to raise four million dollars. Two thirds or three fourths of it were pri and it was gonna be a private public effort where we were looking at three quarters of it as
10:29.958 Jim Parsons
public money or excuse me private don't contributions and one quarter of it public contributions. And it was a lofty goal for a first campaign and we actually did raise four million dollars and it fell within those three quarters and one quarter. So identifying the approach to tackling the communities we we hired a consultant to do this. And what we found in this first segment of this was that our needs are critical issues that we had in our community, as everybody else has in their communities or had in their communities, I should say, pre our pandemic, was workforce and career readiness and the skills gap. So that was one of the areas that we've worked and looked at. The other, which has been a long time objective of ours for the last at least nine years was flood protection because we've been prone to flooding and we've been working on a flood flood project for a long time. and then so one of the efforts that that a couple of the projects that have come out of there is we we were looking at working putting together or assisting one of the local universities put together what's called career workforce academy. And so we've been behind that effort. now being in North Dakota, Minnesota, Minnesota the Career Workforce Academy was started in Fargo, North Dakota, but Moorhead, Minnesota also had the opportunity. So we've been working on both sides of that because we are a regional chamber to to help that that effort on both sides to to have a career workforce academy. The other thing, one of the other projects that we've we've really focused on is called sh a certified shovel ready program with and this is the Greater Fargo Moorhead Economic Development Corporation it's kind of brought forth is so that as businesses are looking to work with our area and and start their businesses here, we have certified locations that they're ready they don't have all everything access as far as water, sewer or gas or whatever.
12:53.25 Jim Parsons
But all the documentation has been taken care of so that they can, so to speak, shovel ready. So in essence it's document ready, but businesses are ready to come here. And we're also looking at what's called campus FM, which is which is an offshoot of what Philadelphia with it campus Philly, where to try to retain college students as they're graduating. The one vr interesting thing with Fargo Moorhead is we do have three primary universities and two secondary universities within our community. So there are probably roughly forty thousand students in our in our community that we'd like to retain as as jobs go. So that
13:42.958 Brandon Burton
I I wanted to ask you maybe a follow up about around the workforce career readiness and and v filling that skills gap. Being that you guys kinda straddle the border there between Minnesota and North Dakota, are you getting involved with the with the public schools or are you focusing primarily on the secondary educations, the universities?
14:06.774 Jim Parsons
Yeah, yeah, we are getting this the career workforce academies is tailored toward the K twel well as far as to bring them in and and fill those skills gaps and get them prepared. so whether it's a career with welding or HVAC or something, so that career w kind of works hand in hand on both that, the the secondary and the high school.
14:37.39 Brandon Burton
So is that multiple school districts then that you have to work with?
14:41.376 Jim Parsons
Yep, there is multiple school districts because we're not only looking at Fargo Moorhead's school district, we're also looking outside. We have some some communities outside of our area, their school districts, like smaller schools. So we want to be able to bring them into our community. again, it's a it's a regional approach and not just Fargo Moorhead. So there are there are schools that are out in our outlying area that even thirty to forty miles out that would participate in this.
15:09.966 Brandon Burton
Okay. So if I understand right, the fueling our future program or you know, that part of the synopsis was it's about the the capital raising with the public public and private capital. You've got the workforce element, you've got the flood protection, you have the shovel ready or the infrastructure almost is what I'm seeing that as. and with the the career workforce academy all all being able to to better your community for for a better future is Is how I'm saying that.
15:40.874 Jim Parsons
You are correct on that one. Very correct. Now I'll go on to the second synopsis, which is a program that it's it's call we have a program called Women Connect, which was started in 2014 actually, where it is is born out of community needs. So then we had several members approach us. to start a professional women's program to connect our area women's with networking support and tools. We've you know there's you know there's a lot of probably our networking events that are maybe geared toward male but we've we've had a lot of we had a lot of interest on we need something for the women in our community. So this was started it originally had started as something that we were gonna have a small group of probably ninety women to pr to promote their professional development training and connections. And it started w off with a an a big celebration that we were gonna kick it off with. and we ended up with five hundred women attend that event. So the the demand was so great that It's a monthly training and inspirational topics. that our our second event we had three hundred women, so I think our average every month is two hundred two hundred women that attend these these events. So with that there was there was another thing that was started was called push, which is a group there there are smaller groups to mentor women amongst themselves and that that actually started in twenty sixteen and push stands for preserve dreams, unite women, shatter barriers, and have heart. So we that that was started back in twenty sixteen very very successful but the programs themselves
18:07.004 Jim Parsons
when we talk about for for Women Connect. They feature local speakers to address personal and professional challenges of today's working women, recognize and celebrate the impact of women leaders have in our region, connect women of all career levels, strengthen their professional networks and engage them in the business community. We also provide women with a safe place to develop their skills and to positively impact the work and personal life and embrace their goals and pursue their dreams. This the Women Connect has been consistently one of our highest performing programs. Part of the reason that that we looked at this as being part of the synopsis was 2019, where we we typically have an annual celebration and bring in a keynote speaker. in 2019 we brought in Rachel Hollis and with our typical event you know that inspires women. We're looking at six, seven hundred ladies in in the room, but found that it quickly grew to nine hundred. So we had to figure out how to accommodate that nine hundred females. Well, when we go a step further that the interest even got further, we ended up with over four thousand women.
19:34.774 Brandon Burton
Are you serious?
19:36.334 Jim Parsons
Right. So now it's not it's going from a hotel ballroom to filling up one of our basketball stadiums on our universities.
19:46.207 Brandon Burton
That is awesome.
19:47.948 Jim Parsons
But the high energy that was brought, and this is no different than a lot of the even the smaller monthly events, it was it was just great to see now as a male how and we have four males in our room that helped work these events. It was a little daunting to us. I'll just perspective of I was asked to try to pull back a section of ladies together. 'cause we had our keynote coming through there. And I did for a little bit, but to hold back three thousand women say, No, you can't go to the bathroom was kind of I said, you're on your way. But the other thing that Yeah but the feedback and the that that we got from received from holding that particular event, you know
20:31.854 Brandon Burton
Yeah.
20:45.802 Jim Parsons
was second in that now to to better that. we'll see how this year goes. We do have somebody planned for two thousand twenty twenty two thousand twenty one. and we'll see how that goes. so the other thing that that women connect also brings is every month we pick a charity as far as donations to
20:55.566 Brandon Burton
Cross our fingers, right?
21:14.604 Jim Parsons
you know, whether it's the YWC, the WM YMCA, rape and abuse or some other charity that has needs. that's something we also in 2019 there was over two thousand I 2,000 items collected for 13 organizations. So that's that's you know another purpose for this was is to for the community need. Going back to the push groups that I had mentioned earlier what we have is four hundred and two women that belong to fifty eight groups and there's six hundred and forty eight individuals on our Facebook group. So this this he program has been very successful for the last five years and we can't see that it not continuing on. So
22:06.326 Brandon Burton
You know, I I think there is such I mean, obviously there's such a need for these a group of women to be able to support each other and mentor each other and be able to further their career and and I know a lot of them are returning to the workforce after taking time off, maybe as as mothers and things like that. So there's definitely a need kind of flipping flipping it on its head, I guess. I I have a hard time seeing a group of men, you know, a a men's connect group. having that kind of turnout. And I I I don't know. I I think it it just goes to show what that that great need is there. And it doesn't hurt, you know, having somebody like Rachel Hollis come as a the speaker for the annual event. And I know my wife would have loved to have been there as well. So that would definitely draw a crowd.
22:54.924 Jim Parsons
Yep. And you know, right after, you know, we she was at this event, her and she just started building her following and but she's got a great message and that's and that's the important piece that we're providing that kind of level of personal training or personal inspiration to women in our community. So
23:23.032 Brandon Burton
So what do you think it is about the Women Connect group that really got feet under it and got it to to gain so much traction?
23:31.978 Jim Parsons
I I I'm gonna give credit to our staff. We have two staff people in our on the event side of it. Tracy Powell is our director of programs and events, and Bobbi Rehder is our event and coordinator who works with these programs. So they did a lot of research to in the beginning to just to to work with us and as anything else you need good volunteers. We have a We have a committee and it I'm gonna be wrong when I say this probably, but committee of ten that that help guide this every year. And you know, yeah, with a committee you have they're wholeheartedly into this and believe in what this this committee stands for or the this pro this programming stands for. So that's that's where I I'll give credit to.
24:27.83 Brandon Burton
That's awesome. So as your chamber is being considered as a a chamber of the year finalist, what what would you say makes your chamber stand out among others and and maybe some things that you guys are doing that other chambers might not be doing?
24:47.048 Jim Parsons
Well, you know, as we talked about that we're both North Dakota and Minnesota, which has its challenges. so we're very we have to be very mindful of the two different political arenas. as we talk about Minnesota and North Dakota. the Minnesota's probably a little bit more liberal state and North Dakota's more conservatives. but it's I would say that we we we navigate that very well because we we are bipartisan and so we have to take into consideration the and be an advocate on both sides of the river because we have business on both sides of the river. So I think that's part of the thing that we do very well is navigate that that that piece of that. It's it's also I don't need to give credit to our past president and CEO Craig Whitney who ramped us up from not well being somewhat advocate an advocacy chamber to a extremely extremely advocate. and that's where we ramp ourselves up quite a bit. so I would I would say that is with that we we also navigate the three communities that the chambers merged from and some kind and we have to be very conscientious of those communities to make sure we're fairly you know distributing events in there and and working with those those different businesses. I think our staff is very conscientious and caring on that side of it. Customer centric. Member centric.
26:40.014 Brandon Burton
So right now, as we record this, we're in late May and kind of well, I'm hoping we're entering more of the recovery phase from the COVID nineteen pandemic. But would you share some of your plans on on how you and and your chamber plan to lead your business community through the recovery, especially from the economic impact from COVID nineteen?
27:05.208 Jim Parsons
Well, as a as I mentioned earlier, we'd we've we transitioned ourselves into a more of an advocacy chamber. So right now we are working well, we're along with the Economic Development Corporation and probably twenty other organizations, there was the business COVID task force that was that was created, which is a collaboration of these businesses. working on this. The the first phase of that was the fa the financial impact and how are businesses working through that. Are they gonna survive? what what programs are available, whether it's federal which we we worked with in our the financial institutions to help with that and get the word out, the state there are several on both sides of the river that have sp special programming. as you know the the The restaurant and hotel industries were hit hard, so we're working on how to work through that with this group to whether it's educate them about information or find them the best solution to this. The next phase of this, and we the way that the economy is gonna recover is consumer confidence. So that is our next phase with this group and with our chamber. To make sure that we're communicating out whether it's best practices of chambers or excuse me, of businesses that you know how to open their business, you know, whether it's masks and disinfectants and all this stuff, we're we're looking to help them and then navigate that through the the states as far as finding those and North Dakota it's smart restart. that that's not the right word for it. And but it's it's how to you know get basically restart your business and get the economy going. So we're educating on that side of it. And again until consumer confidence comes back and and is when when that'll that'll happen. So we're we're staying on top of that. One of the things that we we did do was collaborate with the C B B and DCP on
29:33.012 Jim Parsons
on a appreciation effort for our healthcare and first line workers with called hospitality for healthcare workers where we gathered some financial donations to help offset the cost of meals which then actually help the restaurants. So we we'll continue to do some of those efforts going forward until until we're through this. Yeah.
30:00.726 Brandon Burton
Yeah, that all all sounds great. sounds like you're f you guys are filling the needs and and constantly keeping a pulse on on what those needs are. Jim, as as we start to kind of wrap things up here, I wanted to ask you if you could share maybe one tip or one action item that a chamber that's listening can do to help take their chamber up to the next level.
30:26.69 Jim Parsons
Well, I believe and it's probably not w what I do, but is develop excellent communications with staff, with community, being able to have excellent communications. The other thing that I would think is kind of think outside the box box and take risks. You you know, at this time you're gonna need to transition, possibly transition yourself, into something different. one of things that where we were at, is we're at about sixty percent revenue for events, forty percent on the membership dues side of it. Well, as we we're going through this process, the events kind of
31:14.241 Brandon Burton
And it dried up, huh?
31:16.162 Jim Parsons
Changed a little bit. Well, so so we have to transition ourselves. and it things have been so kind of thinking outside of the box, transitioning yourself as needed to help your membership and businesses and your communities.
31:32.898 Brandon Burton
Very good. I'd like to ask this question to everyone that I have on the show, but how do you see the future of chambers of commerce and their purpose going forward?
31:46.764 Jim Parsons
Well, I I think you know, there's always been this concern of relevance, w between chambers as far as as the different generations we go through the different generational aspect. I do think going forward and is we have this opportunity to basically reinvent ourselves, especially during this crisis that we've been, because they're gonna chambers are gonna our businesses are gonna need us more than ever. So it's kind of that I I do see us being that that leader in the community again. And maybe people have kind of lost sight of us, you know, because there is so much technology. But I think going forward we that relevance we're gonna be seen as organizations that are working for our community and our businesses. So I I think there's good opportunity.
32:44.342 Brandon Burton
I think you're absolutely right. I think when times are really good, it's hard for a business to see themselves needing an advocate. And then all of a sudden when when the world takes a turn and you know z ziggs the other way, all of a sudden these businesses are saying, Hey, where's somebody there that can fight for me and that can keep me educated and informed and and be a good advocate for me? So you're absolutely right. Right now is the time for chambers to really make their mark and and prove the relevancy.
33:11.385 Jim Parsons
Exactly.
33:12.664 Brandon Burton
Well, Jim, I appreciate you sharing these insights with us and you know with the with the audience. If you would please maybe share some contact information or best ways if somebody wanted to reach out to you and and continue this conversation online or just follow up with any of these things you presented today, what would be the the best ways for for listeners to get in con in contact with you?
33:36.802 Jim Parsons
Right, my and my contact information, my email is J Parsons at FmWF Chamber dot com. would always love to talk with anybody if they want. Our number is two one eight two three three eleven hundred if if you want to call directly. otherwise you know people can visit our website at fmwfchamber dot com or on all of our social media at fmwf chamber. Look forward to talking with anybody they'd like to visit about stuff.
34:10.254 Brandon Burton
Good deal. And I will get all that updated in our show notes for this episode, which will be found at Chamberchat Podcast dot com slash episode seventy eight. But again, Jim, again, just thanks for spending the time with us today and I wish you and your chamber the best of luck with Chamber of the Year.
34:27.886 Jim Parsons
Appreciate everything, Brandon.
34:30.336 Brandon Burton
If you are a Chamber Professional, please subscribe to Chamber Chat Podcast in Apple Podcasts, Google Podcasts, or Spotify. When you subscribe to Chamber Chat Podcast, new episodes will show up in your podcast app each week as they are released. If you're finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

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

Episode 77 — Vail Valley Partnership 2020 Chamber of the Year Finalist with Chris Romer
Clean Speaker-Labeled Transcript
Guest: Chris Romer
Automated QA: Passed

00:00.2 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:29.218 Intro Voice
And I your host, after twenty years,
00:31.554 Intro Voice
He now owns his high school car again, a nineteen sixty eight Mustang. My dad, Brandon Burton.
00:35.224 Brandon Burton
He's my welcome to Chamber Chat Podcast. This is Brandon Burton, and it is my goal to help introduce you to people and ideas so you can better serve your chamber members and your community. This is episode 77 of Chamber Chat Podcast. And this is also the sixth interview in our 2020 ACCE Chamber of the Year finalist series. And if you're new to listening to Chamber Chat Podcast, I'd invite you to check out our get started page at Chamber Chat Podcast.com/slash start, where you can get some ideas for some nondues revenue ideas as well as our free chamber podcasting guide. If you'd like to check out how you can get started with your own chamber podcast. Again, that's chamberchatpodcast.com/start. So our guest for this episode, as we Continue on this Chamber of the Year finalist series for 2020 is Chris Romer, who serves as the president and CEO of the Vail Valley Partnership in Colorado. The Vail Valley Partnership is a regional chamber of commerce, a destination sales and marketing organization and economic development organization representing Vail Valley, Colorado. The VVP plays a leadership role in the In the continuing process of building trust between the various sectors, geographic and economic, and provides community leadership and vision to enhance commerce and economic vitality of the Vail Valley and was named Chamber of the Year by ACCE in 2016. In his role, Romer leads the partnership team to help positively impact the community in various programming and tourist tourism endeavors. VVP has received several recognitions during Romer's tenure, which include Chamber of the Year winner in 2016 as well as a finalist in 2015 by ACCE. Chris is also the first, just a fun fact, he's the first repeat guest on Chamber Chat Podcast. So we're excited to have him back on the show. But Chris dedicates time to a variety of industry boards and committees as
02:53.952 Brandon Burton
many chamber executives do. he's a resident of EagleVail, Colorado, with his wife Stacy and daughter Kayla and their golden retriever Cayman. If you are interested in seeing what Chris had to share with us in his previous episode, that can be found at episode 21, so chamberchatpodcast dot com slash episode 21, where he talked about forming member needed programs. But In today's episode, we will talk about some of the highlights that are making the Vail Valley Partnership stand out to be considered as a Chamber of the Year finalist again. And we will get into this conversation with Chris as soon as we get back from hearing from our sponsor. Chambers are not considered for Chamber of the Year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program from Swypit. In partnership with Chamber Chat Podcast, Swypit is one of the best credit card processors in the business. With the Swypit Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit Chamberchatpodcast.com slash CC for more information and to request your complimentary cost savings analysis from the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit Chamberchatpodcast.com slash CC to start swiping with Swypit. Alright, Chris, we are back. If you would take a moment to say hello to all the chamber champions out there listening and share something interesting about yourself so we can all get to know Chris Romer a little bit better.
04:54.508 Chris Romer
Yeah, thanks, Brandon. It's an it's an honor to be with you. It's an honor to be the first guest to be a repeat guest. so that that's quite a a fun little tidbit. And I appreciate the opportunity to share a little bit about the partnership and and the work we're doing here in Eagle County, Colorado, and how we how our focus at Vail Valley Partnership is really focused on on building relationships and building bridges and building program member member centric programming to support our business community and support our organization and look forward to diving into all of that. It's quite an honor again to be a finalist for ACCE Chamber of the Year for the third time. And we congratulate everybody who is a finalist because I know everyone is doing great work in their communities. As for me, you know, it's I'm in the in the relationship business and you know, just like many chamber executives out there really like to and enjoy giving back to the industry and giving back to our communities, I serve as a trustee on our local college board and have been involved in a variety of different economic development tourism and chamber roles and committees on a on a local state and national level the last pit bit I'll add maybe because it's timely with with COVID I am on one of the governor's economic recovery task forces so probably many chamber execs are as well but Just that that that level of commitment to community and helping recovery during this time is that little tidbit that I think you asked for.
06:53.234 Brandon Burton
Absolutely. And I'm sure we'll we'll have an opportunity to hear a little bit more about that further in this discussion today. But if you could just maybe share a little bit about the partnership there and to give us a little bit better idea of the perspective that you're coming from as you present kind of about your chamber to the the listeners today, maybe size, location, budget, staff, things like that, just to give us a a better idea of where you're coming from.
07:20.726 Chris Romer
Yeah, so we are located in Eagle County, Colorado, home to Vale and Beaver Creek Ski Resorts, probably best known for the ski resorts, of course. And we have about 914 members. We average a 92 to 93 percent retention rates, about 35% market penetration of of membership. Our budget is about $1.5 million a year. We have 10 staff between full-time and part-time. And focus our efforts on really being a value-oriented organization focused on building communities to which residents, visitors, and investors are attracted, promoting our communities. We have nine different communities in our in our county. Again, we're a regional organization. We really work to ensure future prosperity via a pro-business climate and representing a unified voice of the employer community to reduce transactional friction between government, business, nonprofits, special districts, et cetera, really working to be that convener and catalyst organization. To ensure that our community functions at the highest level that it can.
08:47.864 Brandon Burton
That's great. I love your ballpark estimate of members. You know, about nine hundred and fourteen. Yeah.
08:52.846 Chris Romer
It changed you know, it changes it changes pretty often. So yeah. It's it's hard to commit. By the time, you know, we record this today and then it errors, it could be a couple more or it could be a few less, but right around that ballpark.
09:06.114 Brandon Burton
Yeah. Yeah, that's great. So let's let's talk a little bit about the the application for chamber of the year. And I know as as you submit the application, kinda you hit a couple highlight synopsis on there, if you wouldn't mind taking us through those and maybe spend a little bit of time hitting those highlights.
09:26.318 Chris Romer
Sure thing. And the Chamber of the Year application for those who have not completed it before, it's it's a it's a project, right? You need to put a lot of thought and effort into number one, is your organization doing work that is deserving of consideration? And then if you determine that it is, there's quite a bit to put together and to package in a way that can be absorbed by the by the judges who are past chamber of the year winners of course and can be meaningful so showing the the impact not only within your community but how can that be scaled and duplicated in other communities. So the the two synopsises synopses synopsises that that we did one was around our workforce housing coalition And that is a group that we built a number of years ago, a few years ago, about about three or four years ago, in regards to one of the biggest community challenges that we have here in our rural resort community around workforce housing. So we crowdsourced, built a variety of different public meetings, brought in experts, averaged between 80 and 100 people at each of those community meetings. And spun that off to a grassroots advocacy network and a working task force that meets on a monthly basis, looking at different workforce housing projects, advocating for workforce housing projects, really keeping that within our nine towns and our county, keeping that top issue for our business community at the forefront. So we we were able to build white papers and work with our our planning community, work with our developer community, and work with our elected officials to really help move the momentum forward around working workforce housing. I would note that in the five years prior to us building the workforce housing coalition, we had zero projects approved, zero projects with workforce housing approved in our in our region. And in the time we built
11:46.036 Chris Romer
and implemented the Workforce Housing Coalition. Again, those public meetings, that grassroots network, those relationships between public and private and and bridging the developer needs and the government processes and government needs, we're able to help get 16 projects approved in the past four years. So part of that's certainly the economics and the economy, but a big part of it due to our grassroots advocacy and building those coalitions and bringing government to the table with industry and finding middle ground and finding finding ways to make things happen and and finding a way to get to yes, whereas before it was completely polarized. So that was a that's a fun project. That's an ongoing effort. We continue that working task force as we move forward.
12:35.988 Brandon Burton
With the workforce housing coalition, is that mainly in the segment of tourism workforce or is there other segments that are included with that? Or is it is it particular to a certain segment?
12:47.63 Chris Romer
It's not necessarily particular to a specific segment. Now, of course, about 60% of our economy is focused on tourism. So there is a tourism seasonal focus to that, but our primary focus has not been around the seasonal tourism worker. Our primary focus has been on year-round residents and building those communities where people can stay. leading to a retention of employees and a retention of businesses. So our focus has been been around helping build deed restricted occupied units, both on the rental and ownership side, where folks need to live and work in Eagle County, work a minimum of 30 hours a week, and have a deed restricted deed restriction tied tied to their ownership occupied or rental occupied unit. So it's been a little bit less on the tourism seasonal focus and a little more on the year round community building aspect.
13:51.99 Brandon Burton
Okay. That that makes a lot of sense. And it's good just to have that stability too, instead of trying to figure out the seasonal, you know, every year or every season to have that shift. So so what is your other
14:06.062 Chris Romer
Yeah, our second our second synopsis was a program that we are very fortunate to be involved in that is called CareerWise Youth Apprenticeships. And the CareerWise Youth Apprenticeship Program is an apprenticeship program that is a statewide effort and localized to individual communities. So we we helped build a localized youth apprenticeship program. in partnership with our school district, our community college system, and a number of other business stakeholders, where we have scaled this commu this youth apprenticeship program into a pretty significant effort with it's a three year youth apprenticeship program. We target kids in their at the end of their sophomore year. They go through an interview process. The businesses select their their intern or their apprentices rather for the for the upcoming year. And they are part of a work apprenticeship program for three years: their junior year, senior year, and their 13th year of of high school. So the program is a d in partnership with our with a dual enrollment where they're earning college credit at the same time. Their junior year, they are working two days a week and going to school three days a week. Their senior year, they're working three days a week, going to school two days a week. And then their their bonus year, their 13th year, kids are working essentially full time with some work study and and college credit. involved as well. So 32 to 40 hours of work, the balance there being, courses or certifications they might be interested in. The unique thing about this apprenticeship program is that these are quote unquote white collar jobs. This is not a traditional apprenticeship from the standpoint of vocational learning and because many of those already exist, electricians and stonemasons and
16:24.35 Chris Romer
and plumbers and things like that already have established apprenticeship programs. What we've built is an apprenticeship program for information technology, for business operations, for finance. So we have we have kids going through the program to become bank managers, to work in our in our medical fields. And during the COVID situation, many of our apprentices are on the front lines, remaining employed, working Earning paychecks to help support their families and move forward. And the the last piece of this of this program that I think is really interesting and unique is that the goal of the program is to have a full-time job available for the three years that is at or above our area median income. So these are this is training kids. It is building a future pipeline for our businesses and really helping us with retention of of individuals within our community so the kids don't have to move away. And it's an options multiplier because again, at the same time, they're earning college credits and could conceivably graduate with their associate's degree at the end of the apprenticeship as well, and have the option to transfer into a four year system to go to work full time for the employer or to move on and do something different. But the college education component is completely paid for by the employer as well. So there's no out of pocket cost for the kids and they're earning a paycheck at the same time. So it's really a win-win-win, a win for the kids, a win for the community and a win for the businesses.
18:13.954 Brandon Burton
That is awesome. Now you mentioned something about thirteenth year bonus year. Can you explain that that's something new to me?
18:20.854 Chris Romer
Yeah. So kids have the opportunity to defer their high school graduation by that extra year. And as part of the apprenticeship program, they can defer their graduation for a year and then i earn their college credits at the same time. so they can still walk, they can still do the graduation ceremonies, but they actually will stay enrolled and that helps with some state funding and allowing the the i college system and the school system to retain their funding for the for the student during that extra bonus year.
19:00.034 Brandon Burton
So is that a a Colorado thing or is that a
19:03.198 Chris Romer
It's a Colorado thing and I'm not sure if it's available in other states. but it it very well could be. It's a it's a pretty unique program that gives i again that options multiplier idea where kids have they just have the ability by being part of this CareerWise youth apprenticeship program, they have the ability to just expand their opportunities in a pretty significant way.
19:28.558 Brandon Burton
That's great. So many more options now for these youth in in high school and even some as early as middle school than you know, when I was in their situation. I mean, I had these blinders on and you knew it was like military or college, or what are you gonna do? You know, once you graduate, where are you going?
19:45.942 Chris Romer
Yeah, and that's really what what our program again because this is this is not a traditional vocational apprenticeship and those those programs exist and they're very good. this is really mm gives kids the opportunity to get up to two years of school paid for, to expand their their future horizons, expose them to work. And we also are involved in apprenticeship pro or internship programs. We're involved through our workforce programming in job shadowing. So we're really doing what we can to ensure that kids have career pathways and ensure our businesses have the ability to build that pipeline. It's it's a very real challenge in our community as a rural rural resort environment with a very high cost of living. How do we help retain kids and give kids the options to grow their career here instead of feeling like they need to move away for career advancement opportunities. Yeah.
20:49.538 Brandon Burton
Yeah, great point. So in your humble opinion, what what makes the Vail Valley partnership stand out amongst other chambers and maybe it has something to do with programs that you offer or just the way that you do things that maybe a traditional chamber wouldn't necessarily do?
21:10.36 Chris Romer
Yeah, it's a great question and I appreciate the opportunity to to talk a little bit about our focus and our our organization. And and we we are pr every chamber is a little bit different. we are we're probably more focused on programming than many chambers. We don't do any public consumer events. We do events Aimed at business education and leadership programming and and things like that. But we are not an event chamber. We are very focused on providing meaningful programs. So I think what probably separates us from many chambers is the fact that we are program centric. We are in the business of problem solving. And all of our programs that we have developed, we have Eight or nine signature programs that we do, ranging from the Workforce Housing Coalition and CareerWise Youth Apprenticeship Program that I talked about, but also healthcare programs, also lodging rating system programs, and many other things that we do, air service development programs, all designed around solving problems that face our business community. So we you mentioned in the introduction that we won the Chamber of the Year in 2016. And again, that's quite an honor. And we appreciate ACCE and the judges recognizing us as a finalist again this year. But we really used the 2016 opportunity of of being a winner to completely really use it as a springboard to transform our organization in an even bigger way around the problem solving. So I think that's our focus. Every single thing that we do is around how do we solve a community problem. And if we cannot frame our programming and our events and our efforts around solving a community problem, we don't do it. So I think that's the probably the difference is we're not we're not chasing dollars on events. We're not chasing dollars on sponsorships. We're chasing dollars, if you will, through programming and having a direct, tangible
23:33.796 Chris Romer
community benefit and ROI to the businesses that are investing in our programming.
23:39.106 Brandon Burton
That's right. And it also mentioned earlier in this episode the reference of you being on Chamber Chat Podcast before in episode twenty-one, where you talked all about forming those member needed programs. And if anybody wants to hear, I think we went through you know a handful, probably I think three different programs in that episode that you highlighted. So encourage people to go back and listen to that and and see what Chris is talking about, about figuring out what those needs are in the community and then creating programs. to fill that need. It's a a great example that you guys are doing there in the Vail Valley Partnership.
24:14.85 Chris Romer
Yeah, thank you. I appreciate it.
24:16.566 Brandon Burton
Yeah. Now as the country, the world is trying to get through this COVID pandemic, I know it hits every every community a little bit differently. you had mentioned how in Vail, you know, such a high percentage of your economy is driven on tourism. Do you mind sharing what some of your plans would be to to lead your business community through the economic recovery from the impact of the the COVID COVID pandemic?
24:52.6 Chris Romer
Course, I'm happy to. And I would suggest that this is the opportunity, this is an opportunity and probably the opportunity for most people to be the to be what chambers were built to be. Right. It's it's the opportunity for chambers to step up and really shine as community problem solvers and non non involvement value. The opportunity for chambers to have non-involvement value for their members is a big is a big deal. And I would encourage everybody to embrace what that means. So for us specifically, we were one of the first, we were probably the first in Colorado and one of the first chambers to begin economic recovery efforts. We started our economic recovery Task force led by the chamber in partnership with our county on March 13th. Our first meeting was on March 13th. That was that was pretty early in the process. It was before Colorado was designated an emergency area, before most states were our ski resorts were closed on the 15th. So we were a couple days ahead of our ski effort, our ski mountains being closed, which obviously is our driver of the community. And we've really focused on four efforts. Number one was relief. How do we get how do we get moving forward? How do we get the initial efforts and the initial advocacy at a federal level, at a state level, et cetera, out to our business community, things like the PPP and the EIDL loans, et cetera. the second component of the economic recovery is the reopening. How do we how do we reboot our economy? How do we help? our businesses with guidelines and with information. We've built a variety of industry task forces to again the the chamber being the bridge between government and industry, but letting industry develop those guidelines and develop those operating procedures and share them up to government so that public health and government entities can sign off on those rather than government telling business what they need to do. That's been very successful for us on a on a countywide
27:15.53 Chris Romer
level. Number three is the recovery and reinvention. How do we how do we build and give people the the programming that will be needed during the recovery effort? How do we support businesses through the reinventing and the changes that they're going to need in their operational components? And the last part of the economic recovery that I think will be an ongoing effort for communities and for chambers is around the idea of resilience. How do we help build resilience? So we've done a number of things. We've built business toolkits. We've partnered with our local newspaper on an open for business component for businesses to go in and list their all of their operating hours and promotions. Our newspapers running daily ads with what business hours are open and business spotlights for our members. We've done two different business impact surveys and really partnering with our SBDC and our college and numerous others around webinars and insight series, just like a lot of chambers have. I think what we're probably unique with is our task force efforts. and the fact that we've modeled out a complete two-year recovery program with objective objectives, actions, and tools for for each step along that process and keeping in mind that a lot of our inherent community problems and challenges that we've had for a long time, if it's housing that I mentioned, or if it's healthcare, transportation, etc., all of those things are part of our resilience plan because we don't want our elected officials and our government leaders to forget about the community challenges that existed pre-COVID while they're so focused on the short-term recovery efforts. We're we're working really hard To ensure that our long-term efforts that we've been focused on for so long remain at the on the radar and at the forefront. So we continue to be active with things like housing and healthcare and transportation and workforce, now more than ever encouraging them to really double down and use this economic ice age, as I call it, in this economic recession. We have over 20% unemployment in our county.
29:39.48 Chris Romer
So the need for workforce focus and the need for business resiliency is has never been more important as it is today.
29:49.004 Brandon Burton
Yeah, so just a a quick summari summarization of those four points again. They're they're all ours. Chambers.
29:56.59 Chris Romer
I know. I we're we're so predictable in in regards to that. And for so for us, the four components of our recovery plan, number one is relief, number two is reopening, number three is recovery slash reinvention, and number four is resilience.
30:21.344 Brandon Burton
And I'm gonna make sure that gets in the show notes as well, because I think that provides a template for other chambers to kind of work with and they may choose different words, but you know, the overall message and and the the meaning behind that recovery effort I think is there. And they can see the best way to to implement some version of that back in their community. But Chris, what would be Maybe one action item or one tip that you could share with the the chamber champions that are listening that they could take back to their chamber to to really help them you know, take their chamber up to the next level.
30:57.762 Chris Romer
I think that the one tip I would give to people, I think chambers across the board do a really, really good job of listening to their members and listening to the needs of their community. I think every chamber exec that's listening to this, every chamber exec across the board does a good job of listening. I think the thing that the chambers that I look up to and the chambers that I admire, the thing that they do differently is that they take action on those things. I think that would be the takeaway that I have is don't just listen to your members and to your community. Listen with the intent to act. How do you act on and how do you develop programs around? How do you make the connections for? How do you act on listening? I think we do as an industry, like I said, a great job of listening. I don't know that we do a great job of acting. on that. So that would be my takeaway is really consider how you can act on what you're hearing, be it and again, specifically to the chamber industry. How do you build programs around those things and monetize it and support your organization? I think there's a huge opportunity for chambers right now in the midst of of COVID to build those kind of programs and have a meaningful impact on your organizational sustainability as well as on your community.
32:25.432 Brandon Burton
I l I love that answer to take action. I think like you said, a lot of chamber executives, chamber professionals out there are very good at listening. And then it kind of falls into that paralysis by analysis and not having that courage or the direction to just take that action. And once you can see what that need is, just go for it. Take the action and run with it. Great.
32:47.576 Chris Romer
Yeah, and it's it yeah, thank you. I appreciate it. It's it's a huge opportunity for chambers, like I said.
32:54.518 Brandon Burton
So I know I had asked you this question when when I had you on the show before, but as we look to the future, how do you see the future of chambers of commerce and their purpose going forward?
33:06.286 Chris Romer
I'm really bullish on on Chambers as we move forward. I think that the opportunity for Chambers to be that community problem solver and the need for Chambers to be that catalyst and convener and champion for for business interest has never been more important than it is today. And it's our time to shine. It's the time for for Chambers to really provide that non-involvement. value where where members don't need to say to you anymore, I don't have time to participate in your in your programs or in your events. because the value of the chamber is not around your programs and events. It's around the impact you make in your community. And I think that the the time is now for us to do that. So it's it's it's a stressful time. It's a financially challenging time for many. I understand that completely. We're not immune to the potential challenges as we move forward around membership retention and businesses going out of business and and all the rest of it. But I really do think that the chambers that figure out how to be action oriented and build those, that advocacy network and build their voice around value without involvement are going to come out of this even stronger than they've ever been.
34:29.186 Brandon Burton
I and I think it it takes some creativity to provide that value without involvement, but it's there. You know, just explore those options, listen and and take the action. So Chris, for those that are listening that would like to maybe follow up with you on things that you've presented here today in our discussion or about how you're doing things at the Vail Valley Partnership, what are the best ways for them to reach out and connect with you?
34:57.406 Chris Romer
The all of my contact information is listed on our website at Vail ValleyPartnership.com. Vail ValleyPartnership.com. and feel free to connect with me on email, phone, social, LinkedIn, any of those. I'm I'm more than happy to engage, to answer questions, to have a little talk or whatever the case. So Vail ValleyPartnership.com under our staff list has all my contact information.
35:25.08 Brandon Burton
That is perfect. And we will update that in the show notes. At again, that'll be found at Chamber Chat Podcast, Chamberchat Podcast dot com slash episode seventy-seven. So all the all your contact information will be there. And I will say just a little bit on a a personal side, you mentioned the social. If anyone's looking for a good laugh, see what Chris puts up on Facebook.
35:50.858 Chris Romer
I try to have some fun with it. Thanks, Brandon. I appreciate it.
35:53.794 Brandon Burton
That's right. Well, Chris, thank you again for spending time with us today. I really do appreciate it and I wish you and Vail Valley Partnership the best of luck with Chamber of the Year.
36:03.426 Chris Romer
Thanks so much. I really appreciate it.
36:06.432 Brandon Burton
If you are a Chamber professional, please subscribe to Chamber Chat Podcast in Apple Podcasts, Google Podcasts, or Spotify. When you subscribe to Chamber Chat Podcast, new episodes will show up in your podcast app each week as they are released. If you're finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

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

Episode 76 — Greenville-Pitt County Chamber of Commerce 2020 Chamber of the Year Finalist with Kate Teel
Clean Speaker-Labeled Transcript
Guest: Kate Teel
Automated QA: Passed

00:00.2 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:38.39 Brandon Burton
Welcome to Chamber Chat Podcast. This is Brandon Burton, and you're joining us today for episode 76, which is also our fifth interview in our ACCE 2020 Chamber of the Year finalist series. And of course, with this podcast, it is my goal to introduce you to people and ideas so you can better serve your chamber members and your community. And if you happen to be new to listening to Chamber Chat Podcast, I would invite you to check out our Get Started page, which would be found at Chamberchatpodcast.com slash start. And from there you can find a resource for some non-dues revenue ideas, as well as our free chamber podcasting guide if you've ever considered starting a podcast for your own chamber. So again, that's chamberchatpodcast.com slash start. So our guest today. is Kate Teel. And Kate is the president and CEO of the Greenville Pitt County Chamber of Commerce in North Carolina. Kate was born and raised in North Carolina. And after graduating from East Carolina University with a Bachelor's of Arts in Exercise and Sports Science and Communications Major, or minor rather, communications minor, Kate went on to hold jobs in the private sector related to health and fitness. After working in this field for a couple of years, she transitioned to the city of Greenville, where she became experienced in local govern in the local government sector, as well as volunteering within the city of Greenville's nonprofit committees. Following her five years at the city, Kate was hired as the director of membership relations and programs for the Greenville Pitt County Chamber of Commerce in 2016. Where she was promoted to vice president in 2017. In her role, the chamber grew financially and overall in membership growth and participation. On March 1st, 2019, Kate began as the president and CEO of the Greenville-Pitt County Chamber of Commerce, which is also the only five-star accredited chamber in the state of North Carolina. Under her leadership, the chamber has grown to a record number of members.
03:03.394 Brandon Burton
Has experienced strong fiscal growth and become more active in governmental affairs and public policy work, and has been influential in the development of a public private partnership for economic development countywide. In Kate's first year as president and CEO, the chamber was named Chamber of the Year by the Carolinas Association of Chamber of Commerce Executives and re accredited as a five star Chamber of Commerce by the U.S. Chamber. Kate and her husband Graham have two daughters and are incredibly proud to call Greenville their home. I am excited to have Kate hit some of the highlights about the Greenville Pitt County Chamber and what's making them stand out to be recognized as a Chamber of the Year finalist. And we will get into this discussion as soon as we get back from hearing from our sponsor. Chambers are not considered for Chamber of the Year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program from Swypit. In partnership with Chamber Chat Podcast, Swypit is one of the best credit card processors in the business. With the Swypit Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit Chamberchatpodcast.com/slash CC for more information and to request your complimentary cost savings analysis from the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit Chamberchatpodcast.com slash C C to start swiping with Swypit. All right, Kate, we are back. If you would take a moment and say hello to all the chamber champions out there and share something interesting about yourself so we can all get to know you a little bit better.
05:12.942 Kate Teel
All right, first, thank you, Brandon, for having me in for this opportunity to share with our chamber peers across the country. Hello to all of you. I hope everything is well with you in your chambers and look forward to connecting soon. Something interesting about me, as you can tell from my bio, health and fitness have always been a part of my life. From the time that I was old enough for sports. Again, from my bio that led to a major in college, I have exercised in sports science. And later down a path of entrepreneurship, owning my own franchise of a fitness training company. I was a brand new mom, balancing a full-time job, learning the ins and outs of becoming a mom and taking care of my family and starting my own small franchise really taught me a lot about myself, my passions, and my drive. And then after our second child was born, I took a step back, gave up my part-time entrepreneur life and focused on family and my career. And I'm sure glad I did because about that time is when the door opened to the Chamber of Commerce. And so I I had a short bout with the the entrepreneur excuse me, entrepreneur life and really feel that that gave me the opportunity to connect in a different way as a leader of a chamber.
06:29.622 Brandon Burton
Yeah, that is a neat perspective to be able to come to on the chamber level to be able to have that entrepreneurial background and be able to really relate to a lot of those businesses you're helping to advocate for. So I can see that that coming in handy. why don't you share with us a little bit about the Greenville Pitt County Chamber, just maybe size, location, budget, so give us all a little better per idea of the perspective that you're coming with as we have our discussion today.
06:58.734 Kate Teel
Absolutely. Greenville, North Carolina, believe it or not, is one of 34 Greenville in the United States. And I'm certainly biased in saying that I'm fortunate to live in the best Greenville there is. There's Greenville, North Carolina, and Greenville, South Carolina, and have some great friends at the Greenville, South Carolina Chamber. We get phone calls from their members quite often, and I'm sure they do the same. So there's lots of Greenvilles. across the United States, and I'm honored to work as the chamber president here in Greenville, North Carolina, alongside my incredible team and our nine hundred and forty-seven members. We have an annual operating budget of just over $800,000. And as you mentioned in our bio, I'm incredibly proud to share that we are a five-star accredited chamber by the US Chamber of Commerce and have been for three consecutive accreditation cycles. We do remain the only five-star chamber in the state of North Carolina. And in 2019, again, proud of our chamber as we were named to the Chamber of Commerce, excuse me, the Chamber of the Year by the Chamber of Commerce Associations of the Carolinas. We live in a community of approximately 180,000 with a large community college, and we are home to East Carolina University, the fourth largest university in the UNC system, and many of you might know. the East Carolina Pirates as we play on TV and our sports, as well as our various medical schools that that the university does house here in our community. So we are a growing community with lots of opportunity. it's a unique place to live, work, and play in a college town that has a very vibrant business community.
08:38.018 Brandon Burton
That is awesome. Yeah. So just a few weeks ago, it's funny you mentioned all the different Greenvilles. We had Liz Horton on the show from Greenville, South Carolina. Yeah. So people will be familiar after hearing her episode. They'll they'll be well aware that there's Greenville North and South Carolina. So so let's let's talk a little bit about the your Chamber of the Year application, the synopsis that was submitted along with that. And if you could
08:55.726 Kate Teel
Right. Yeah.
09:07.596 Brandon Burton
kind of take us through the highlights of that and kind of what what you're proud of about those the highlights in that synopsis.
09:15.854 Kate Teel
Absolutely. timing is funny, right? There's you never know what life is gonna come at you with. And March 13th was the deadline for the Chamber of the Year application, which if you all think a little bit back on March, the beginning of March for us here, March 13th happened to be the deadline of this application as well as the day that North Carolina shut down d due to COVID-19. And you know, we we submitted this application knowing that we were on the heels of a global pandemic and what that looked like we did not know. so this application came at a a challenging time where we were balancing work, leading a chamber of commerce as well as submitting the highlights of our previous year. so it was certainly a challenge by all means to get this application done and submitted while knowing that there was so much uncertainty coming around the corner. as a highlight a little bit more about our synopsis, our chamber in 2019 launched a workforce development initiative called Grow Local, and actually had seen a similar concept from the greater Omaha Chamber of Commerce at an ACCE convention. And as we saw, every year our chairman, we have a one-year chairmanship, and the chairmen really like to hang their hat on an initiative or a program to lead the chamber forward in that year. Our chairman at the time is in higher education. And as we talked a lot about workforce development, the scarcity and abundance initiative through the Horizons campaign, you know, we talked about we have manufacturing facilities that are here. We have small businesses, a growing entrepreneurial system locally. And we're blessed to live in a place that has a strong public school system, a community college, and a large university. And so how do we make that connection between our youth and the future that they have here. Frankly, we have a population, and I'm one of them, who said once I left East Carolina University, I did not want to stick around here. I was ready to take the flight and go somewhere else. I tried that and two months later I found myself right back here. And so making the connection at an early age to educate our middle and high school students about the opportunities for their careers locally was a highlight of our work.
11:40.522 Kate Teel
So Grow Local, it took us a year to plan. We knew that we wanted to introduce middle and high school students to local careers, and it had to be something more than a video to watch. I'll just use our public utility as an example. You have to do something more than to show them a video. You really have to connect these students and give them an idea of all of the different careers that are housed in one company here locally. and so we said we don't want to take them into a convention center where they could do a a career expo, for example. You know, they're gonna go from table to table to table, and there's not gonna be that, most likely there won't be a spark or a connection with these students and the various careers that they have. So, how do we make this impactful and really show them just because you think of a utility company does not mean that you have to run the water lines or you have to climb the telephone poles to fix, but they have an attorney on. on staff, they have communications on staff, they have administration. there's a whole host of careers that happen inside of one company, organization, or a business. And so how do we highlight that? and that took us into planning Grow Local. The idea of that is to introduce, involve, inspire, and invest in our youth while highlighting careers in our own community and the education that's needed for those careers. We were incredibly blown away. We did not know what year one would look like, obviously starting something from scratch. We set out a goal of a hundred students, excuse me, 800 to 1,000 students with 100 businesses signing up in year one and were completely blown away when we had 2,734 students sign up for this work in in over a hundred businesses. And so we worked to match a s a class. The teacher will go in and sign up their class for this work. and I'll use a chemistry class for example. It would not make sense to send a chemistry class into the newspaper facility. The curriculum is not the same. it's important for us to match curriculum relevant to what they're learning to real life experiences in the business. And so we we take that essentially six months of a process through the year to match the classes.
13:58.636 Kate Teel
With a local business. They match up. We pair the business. The students go off site to learn more. And the business is challenged with giving the students a hands-on experience. So really to feel it, to experience it, to understand what a day in the life of that company looks like. And then really t hopefully sparking an interest in their future as a career. Or on the other side. If the student does say, you know, I want to be a nurse and they go into the hospital to learn more about this, to get hands-on experience, and they find out that they're absolutely terrified of blood or needles or hospital facility, then we've done something early instead of them wasting time and money in their education path to show them that, you know, maybe I need to look at something else. This was not it for me.
14:45.366 Brandon Burton
That is a very good thing to know early on. Absolutely.
14:48.406 Kate Teel
Right. Yes. so first year, two thousand seven hundred thirty-four students. It happens in a matter of five days and it's pure chaos. It is terrifying to know that you've got these students going all over the community. School buses are everywhere, but at the same time it's incredibly exciting to watch it happen. And then on the flip side, we we know that students have already landed jobs with these companies that they went in to work with. just from that one day we had the first year, one student that was hired for a a local car company doing mechan mechanical work within the company, and another student that was hired for a part-time summer job with an interior decorator. And so we've been able to to show success in the first year of that. In year two, we had over 4,200 students sign up for this work and we said we cannot guarantee everybody we're gonna put a cap and a limit at 3,500. and unfortunately, this grow local work was scheduled to happen the week that COVID-19 hit North Carolina. And so we've had to put that on hold right now while we look at obviously what that looks like moving forward and relaunching once the time comes back. we've been incredibly blessed to work with our school system who has taken this on from the very start. And saying yes to basically everything that the chamber comes up with, which sometimes I'm like, I can't believe they said yes to this. you know, the school day, it's it's a straight five days of chaos with their students leaving campus. But at the same time, they know that education is changing, it's it's it's evolving constantly. And in order for the students of Pitt County schools to be successful in their future. They know that partnering with the chamber has been incredibly important to ensure that these students have an opportunity to see what we have for local experiences here within our business community. So that was our Grow Local program.
16:51.608 Brandon Burton
So I'm always curious on on programs like this where you have high school students involved, do you have a way and any kind of mechanisms to be able to track their success? Like y you know, to look at a student and say four or five years down the road, did they end up going that direction with the major? Did they end up in that field? I don't know if there's mechanisms that you could put into place or not, but I'm always curious to to know what that looks like for you.
17:17.25 Kate Teel
That is a work in progress for us as we develop and and grow this program into the future. we don't track the the students that participate by name, but they go with their teachers. the school system is able to keep up with it. And we are seeing a lot of our employers who are starting to talk about adding on their application, have you participated or did you participate in the Grow Local program? so if they check that box, then we 100% know that these students. they grew up here, they want to stay here, and they experienced the company or a local company through this grow local program. So tracking it is a high priority for us and being able to quantify the students that we put through and turn that into some metrics to report out over the long term is something that we are really working to develop through this program.
18:08.17 Brandon Burton
Sounds great. So what is your your other synopsis that was submitted?
18:13.888 Kate Teel
Our second synopsis was under the catalytic leadership as we discussed a lot more about our our own local economy. for years and years and years, we have been successful at business retention. we've got a lot of industry that's here in addition to our education sector. we boast the top one of the top community colleges in the state, a number of manufacturing facilities. large medical facilities, but unfortunately we have not experienced economic prosperity or growth that could be on par with counties around us or even within our own state. And so our economic development has been housed with our county and by no fault of anyone's, you know, we we have companies that look to come here and for whatever reason are were just not successful in landing a new company. here locally. And so to address this, our chamber, along with some community leaders and businesses, began discussions around the creation of a public-private partnership around economic development. So that those conversations happened around 2017. And just like all good conversations, they're met with questions, conflicting emotions, you know, the what ifs. So to answer that the questions and the what ifs, we here at the chamber said, Why don't we help you paint a clear picture of what if we do this? So we we spearheaded an intercity visit, which many chambers host intercity visits on an annual basis for members of our community to go and see a successful work in action, which in turn shifted our work here in our own community. So we took 32 of our community leaders who were either fully supportive of a public-private partnership or on the fence. And so we wanted both both to see it. You can read about this, you can talk about it, but unless you actually go and experience this and see it firsthand for yourself, you don't truly understand and grasp the work in and in an effort to bring it back locally. So we traveled down to ironically Greenville, South Carolina and Spartanburg, South Carolina.
20:33.492 Kate Teel
as an aspirational city, Spartanburg, South Carolina has done a tremendous job on their public-private partnership and aligning organizations to move their community forward for economic development purposes, for community engagement. And frankly, they've seen tremendous success in bringing local companies, expanding companies, and just really moving the needle forward for their own community. So we took these leaders. From Greenville, North Carolina down to Greenville, Spartanburg, South Carolina for a four-day fully immersed experience to go and see, you know, how did you create this? What adversity was there to creating your own public-private partnership? How did you overcome that? Give us the numbers. Frankly, I'm a data-driven person. Numbers do not lie. You cannot argue the numbers. And they had a tremendous presentation to our community about. The way things were prior to their public-private partnership and the way they are on a trajectory towards their third year now, I think it is, for their public-private partnership. As soon as we got on the bus from our first day, you could see the the passion in our community's face that you know what, we we might have questioned this, we might have had a little bit of emotion and conflict with this. but you know what, the numbers don't lie. We have a community that's ready to move forward with a public private partnership. So we continued our intercity visit, came back, and as any great chamber would do, said, let's not just put this work on the shelf, let's continue the conversation and work towards the creation of our own public private partnership. so that happened, the intercity visit happened in 2018. A short year later, and I'm blown away to say that. In one year from when we took our intercity visit, we had successfully launched our own public-private partnership around economic development in eastern North Carolina. We had the chamber housed the Committee of 100, which many communities do have a committee of 100. We housed that here as an umbrella of the chamber and utilized the Committee of 100 to transition into the public-private partnership along with our public utilities and our city.
22:56.712 Kate Teel
unfortunately, there's still a little hesitation from a countywide level. and so the creation of this, it's now called the Greenville ENC Alliance, the creation of this alliance has really aligned our chamber through the catalytic leadership to have a voice for business. our community, there was a survey, 78% of the survey participants strongly, strongly supported the public-private partnership, with only 5% not supportive. So we our chamber has taken a stand and advocate for the public-private partnership. It was clear to us that our community noticed this work is needed and worth moving forward in economic development across our community. We have advocated on behalf of the partnership to our Pitt County commissioners who are holding up the votes for the countywide to join the alliance. And really have seen stronger support than what we had ever envisioned for the public-private partnership. So through the leadership of the chamber, you know, you can go and see a city and say, we want to talk about arts and culture. How can how can we benchmark against another community that's great in arts and culture? How can we bring talent and workforce development? And sometimes you go and you see another community and it doesn't quite resonate. But we were very targeted in the reason that we went to Spartanburg, who went with us and brought that back to immediate action on a local level. Our chamber still houses the records of the Alliance. We are still working in partnership with them. And so it's been a critical part of the involvement of the chamber and the alliance to continue getting this up off the ground. And it's something that the collaboration between our organization. And the new organization will continue for the future and has the credibility of the chamber has gone a long way in getting this his this alliance off the ground and running. I'm also proud to say that just last week the the alliance was a part of the announcement of a new job creation grant from our city, bringing 200 new jobs to our community. And so for a community that sat stagnant for quite some time.
25:18.52 Kate Teel
To take a trip in 2018, start a public-private partnership from that trip in 2019, and then halfway through 2020 already have a job announcement of 200 new jobs. You know, two two years doesn't sound like a lot of time, but for that work to come up, it really it it speaks volumes to the need in our community. And I'm proud that the chamber has been able to spearhead that that visit and be a a voice for business as we move forward towards positive economic growth.
25:50.38 Brandon Burton
That is awesome. I think that intercity trip really paid off to be able to get those fence sitters, you know, on the right side or on the side for for progress and growth with that public private partnership. And it sounds like there in in Greenville, Eastern North Carolina, you guys have really positioned yourself well with not only economic development, but also keeping that workforce there local with your your grow local campaign. So I think good things are are in the near future for you guys. That's awesome.
26:21.646 Kate Teel
It's exciting time to be here and I'm honored to have the position.
26:25.068 Brandon Burton
That's right. So what are some things maybe that you guys are doing there at the Greenville Pitt County Chamber that you feel like make you stand out and that maybe other chambers aren't doing, but that you're you're proud of your chamber for doing and and that may be maybe stand out above the others.
26:42.456 Kate Teel
Sure. that kind of summarize I'll summarize that in my synopsis stories is we I feel like our chamber is an ever evolving, not a duplication of prior years kind of organization. community leadership is a top priority for myself. it as advocacy, the leadership of our within our community and a vow to never, ever, ever give up. I'll share a brief story on how our chamber got here and just Goes to show the importance of not just our chamber, but any chamber of commerce and make what makes us stand out. I'm actually sitting in a historic home that was built in the early 1900s, the Fleming House. and it was the home to one of North Carolina's state senators, Mr. Fleming. He There was a commute there is a community about 30 miles away from here. And once they were talking about developing the college at the time, which which which we now call East Carolina University, one community, Kinston, North Carolina, was going to get a hospital and the other community was going to get the college. And Mr. Fleming said, Greenville has got to be the home of this college. How can we make sure that Greenville gets it? And so the lo and behold, the Chamber of Commerce was developed to advocate on behalf of Greenville and not Kinston, 30 miles away. So he was the brainchild behind the Greenville Pitt County Chamber of Commerce. The chamber was developed and started in 1907 to advocate on behalf of the city of Greenville to get what we now call East Carolina University here. as opposed to the Caswell Center, which is a hospital in Kinston, North Carolina. And so just knowing that from day one, our chamber was the voice for business to advocate on what honestly has been a game changer in this community. I cannot imagine living here without East Carolina University. Kinston is a great town, it's a small town, and by no means is Greenville Kinston. so from an early start, the chamber was developed to
28:50.622 Kate Teel
To fight on behalf of our business community to get what we now have here. And we continue to do so. Obviously, we have advocated for a public-private partnership and proved successful with that advocacy. Years ago, our chamber was advocating for a dental school as a part of East Carolina University and the School of Medicine. It was it was reached at the state level with a little bit of hesitation. In our chamber community, we Took leaders within our community up to Raleigh to advocate on behalf of East Carolina University to get the dental school here. Lo and behold, I'm proud to say that East Carolina does have a school of dentistry here in our community. So we really pride ourselves on looking at the needs of our future while we create a vehicle to lead our community into that future and being out front of the needs. before others frankly even realize that that need exists. The development of the local campaign, we know that workforce and the need for talent exists, but do does our community at large know? So I'm I'm really proud to say that ambition, ever evolving, never giving up and having that stick to it, determination to make things happen within our local community really sets our chamber apart from others.
30:07.662 Brandon Burton
That is awesome. I love the background that you gave and the the whole, you know, story of Mr. Fleming and now having the chamber housed in in his house. It's very fitting. so this next question that I have for you, I think is it's obviously very timely and pertinent for chambers across the country. But as we record this, we're towards the end of May 2020. And as you've referenced a coup a couple of times, Yeah, we're kind of in the midst of the the COVID nineteen pandemic. would you mind sharing maybe what some of your thoughts and plans would be about how you plan on leading your business community there, through the recovery from the economic impact that has affected the majority of the businesses across the country, but specifically in your community, what your what your plans are like.
30:59.31 Kate Teel
Absolutely. In the initial, you know, very beginning of March, our our chamber staff set forward to contact every single member within our organization. And while that took us about two and a half, almost three weeks to complete, we knew that our support in initial work was in a triage mode, right? There's so many questions, there's so much uncertainty in every business response was help. and we didn't know what help was, they didn't know what help was, but darn if we weren't gonna make sure that we fought to find out the answers, to connect them to the resources and the information to help. So initially we really looked at our work as more as more of a triage. if nothing else, then to lend an ear. A lot of these businesses were frustrated, they were scared. and while we were also, you you put that aside and make sure that you are lending an ear and just let them talk to let them vent because they will do that. And that's important for them to do exactly that, just to have somebody to talk to. And so now we are looking more at a recovery mode as we come back on the other side of this. We are working with both the public and private sectors to lead recovery efforts and to ensure that every business has a fighting chance. As we come out on the other side. And timing, unfortunately, is not something that any of us has an idea on how long, what this looks like, you know, where do we go into the future? And so that's really been the work of our chamber. There is an incredible need for the business community to come together as well as our government sector. And so how we can lead and answer the questions to connect them, as well as building a recovery task force and being a voice for business. Every time I'm on a call with anyone from our city or county government, they look to the chamber to share information about what the businesses are saying, what are the needs of the businesses, and then that in turn really develops the work of our city and county government as they move forward at a local level. and then obviously working across the state with our peers through North Carolina as we look to rebuild North Carolina as a part of the business community here.
33:11.81 Kate Teel
In addition, I'm also taking time right now, frankly, to work on our chamber. chambers don't look the same as we did three months ago. And three months from now, we aren't going to look the same as we do right now. And so while it's incredibly important to lead our community to support our businesses, it's equally important to lead our own organizations. and so as I take time away from recovery with a within our own community, a tremendous amount of my my downtime, if you will, whatever that time is in the world, is spent around, you know, what does the chamber look like in the future? What how are we going to come out of this as strong as we were going into it? And so equal time at the business level of of our recovery as a community as there is recovery as a chamber of commerce and making sure that our work remains relevant, our work remains important. And you know, frankly, making sure that We're here for hundreds of years in the future.
34:13.336 Brandon Burton
I'm glad that you're putting in the time at your chamber to focus on the chamber. And as you're giving that that response, I was thinking of the whole the airplane scenario, the oxygen mask, and you you have to put on your own mask to be able to help others and make sure that your your organization is strong and healthy and is able to to be there for the long term to be that support. So great, great advice. So Kate, what might be one action item that you could suggest a a tip maybe if you will for those that are listening to apply at their chamber to to help take their chamber up to the next level.
34:52.064 Kate Teel
Absolutely. When someone gives you a challenge, see to it. I was told by a good friend in my first year as president at the chamber, just move into the position and keep things going for a while. And I kind of sat there and looked at the person like, Are you kidding me? there he this person said, There's a lot that you are going to inherit that you're going to want to change immediately at an early level. but do not look at things, see it first, and then down the road, then look to begin to change. as a leader, you have to lead the change. If someone else was meant for this work, they'd be in this seat and not you. you lead the change, you change you face it straight on. Your organizations, your team, your members, and your community will be better off in the long run. It's not easy. and in fact, it's exact opposite. most importantly, I say just face the challenge. Do not ever give up. Don't let someone tell you to come in and just keep things going. Rise to the challenge. Know that there are better things that you can accomplish and be proud of the leadership that you have within your your chamber and your organization. Don't ever give up and just continue to challenge yourself every day. No day is the same, certainly right now more than ever. No day is ever the same when you work for a chamber of commerce. And that's the beauty of it. And you have the opportunity to change your community one business at a time.
36:23.914 Brandon Burton
That's awesome. the question I'd like to ask to everyone that I have on Chamber Chat Podcast is as we look to the future, specifically the future of chambers of commerce, how do you see their purpose going forward?
36:40.216 Kate Teel
Future is a funny thing to to even talk about right now. And I really think about our chamber and your chamber, any chamber was born to lead a business community in the fight for survival. everything that our chamber has done since 1907, as I have mentioned earlier, and what got us to where we are today, has honestly been getting us ready for the very moment that we're in right now. We often talk about our mission and our vision for the future as our organization, leading our members and our community. And again, right now the future is Tuesday or Wednesday or next week. often we are talking about the future as next year, and it's hard to even think about in in midst of a COVID pandemic, as a global pandemic, what the future looks like because there's just so much uncertainty. So so think of it as right now, future is next week. There's no blueprint for this work. And that's what makes it hard. It's what makes what makes it challenging. And we fall back on what we know about ourselves, our businesses, and our people. As long as there's a business and a chamber willing to fight, adapt, and pull together, be proud that the chamber is right there through it all. And while we might not be able to predict the future, this is our time to create a better one. So think forward, give yourself a challenge. Rise to the occasion and know that no matter what the future looks like, if it's tomorrow, if it's next week, if it's next year, this is our time to create a better one. And what a better time it is to be in a chamber of commerce and to lead an organization to create a better future.
38:18.092 Brandon Burton
That's right. Chambers have never been more relevant. And I love how you said that. Lead your business community in a fight for survival. That's that's where we're at. So Kate, as we wrap things up here, I wanted to give you an opportunity for those that are listening, if they wanted to reach out with you, reach out to you or if they had questions about anything that you presented in our discussion today, what would be the best way for them to reach out and connect with you?
38:25.998 Kate Teel
So
38:42.51 Kate Teel
Absolutely. I'm happy to connect with anybody. My email is Kate K A T E at greenville nc.org. Please feel free to email me anytime or connect with me via phone. Our office number here is 252-752-4101, extension two two two two two two eight. Our chamber website is greenvillenc.org, and I encourage you to take a look around if there's something that you have questions on. We've got a lot of work. around our Grow Local campaign on our website as well as our YouTube page dedicated to the work of the chamber. And just thank you again, Brandon, for this time and thank you all to the chamber leaders across the country for the great work that you do representing every community.
39:24.744 Brandon Burton
Absolutely. And I will be sure to update your contact information in the show notes for this episode, which will be found at chamberchatpodcast dot com slash episode seventy-six. And again, Kate, thank you so much for spending time with us today and sharing all the great things that you and your team are doing there at the Greenville Pitt County Chamber of Commerce and wish you the best with the Chamber of the Year.
39:47.448 Kate Teel
Thank you very much, Brandon.
39:50.528 Brandon Burton
If you are a Chamber professional, please subscribe to Chamber Chat Podcast in Apple Podcasts, Google Podcasts, or Spotify. When you subscribe to Chamber Chat Podcast, new episodes will show up in your podcast app each week as they are released. If you're finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

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

Episode 75 — Forsyth County Chamber of Commerce 2020 Chamber of the Year Finalist with James McCoy
Clean Speaker-Labeled Transcript
Guest: James McCoy
Automated QA: Passed

00:00.178 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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. And now your host. He was born in Sacramento, California. He's my dad, Brandon Burton. Welcome to the Chamber Chat Podcast. This is episode 75, and this is our fourth interview in our 2020 Chamber of the Year finalist series. And for any of you who might be new to listening to Chamber Chat Podcast, I'd invite you to check out our Get Started page, which would be found at Chamberchatpodcast.com. com slash start and on that page you can get access to some nondues revenue ideas for your chamber which I know are important right now as well as access to our free chamber podcasting guide so if you've ever considered doing a podcast for your own chamber it's a free guide to get you started there but again that's chamberchatpodcast dot com slash start. So our guest for today is James McCoy and James is the president and CEO of the Forsyth County Chamber of Commerce in Georgia. Over the last 15 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. That have announced the creation of over 20,000 new jobs and over $2 billion worth of capital investment in Forsyth County. Born in Franklin, North Carolina, James received his BA from Wake Forest University and his MBA from the Mike Cottrell College of Business at the University of North Georgia. James is a past president of the Rotary Club of Lanier Forsyth and is a Paul Harris Fellow and District Six Nine.
02:24.202 Brandon Burton
6910 Chairman of the Trustees for the Georgia Rotary Student Program. He's a member of the Board of Directors and Treasurer for the Georgia Budget and Policy Institute, and is the past chairman of the board for the Bald Ridge Boys Lodge, past president of the board for the Forsyth County Arts Alliance, past chairman of the board of North Georgia Community Foundation, and founding chairman of the board. For Mentor Me North Georgia. He's also volunteered for that organization as a mentor for 15 years. James is an avid fly fisherman and he loves chasing trout in the North Georgia Mountains as well as in his native western North Carolina. We will get into our discussion with James about what's making the Forsyth County Chamber stand out to be recognized as a Chamber of the Year finalist. As soon as we get back from hearing from our sponsor. Chambers are not considered for Chamber of the Year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program from Swypit. In partnership with Chamber Chat Podcast, Swypit is one of the best credit card processors in the business. With the Swypit Affinity program, you can save up to 40% on your credit card processing fees at the Chamber. and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit ChamberchatPodcast.com slash cc for more information and to request your complimentary cost savings analysis from the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit chamberchatpodcast.com slash C C to start swiping with Swypit. All right, James, we are back. If you would take just a moment and say hello to all the chamber champions out there that are listening and share something interesting about yourself so we can all get to know you a little bit better.
04:42.402 James McCoy
Well, hello everyone. Thank you, Brandon, for for inviting me on and and hosting this. it's a great opportunity and and thank you for for doing what you do to to help support our our profession and our industry. It's it's really resources like this are really important and and I know I I I value it a great deal and and I know my colleagues do too. And so thank you for for doing that. You know, I I I think for for me a l an awful lot of my life, I think probably much like my mi many of you, my life does center around the the chamber and my work with the chamber. and probably I think the most interesting thing that a lot of people do not know about me really is is is not so much me, it's my wife. she is her entire career has been built around the the arts and specifically wig and makeup design largely for opera companies. she toured with the Lion King for a couple of years. She has lived all over the world really, and was also a really a a childhood sweetheart of mine. We we we graduated from high school. She went her way. I went went mine. We both had very different lives, but we reconnected a few years ago and her mother had actually been my eighth grade school teacher. So we we we reconnected a little bit later in life and and have had a a a great time w with with with our our our marriage and our our life together and and are having a great time.
06:35.148 Brandon Burton
You must have been a good student or else that would have never flown.
06:41.134 James McCoy
I was I was I was a mediocre student, but a great student.
06:44.59 Brandon Burton
That's good. Well it's nice you can ride your your wife's coattails with her her wig design and and opera career. That is that's pretty neat. That is very interesting and not many people can say that they toured with the Lion King. Yeah, that that's pretty neat. so why don't you take a little a few minutes and just t tell us a little bit about your chamber, the Forsyth County Chamber, maybe the size, location, budget. that way the listeners can kind of get a better perspective from where you're coming from as you talk about what's making your chamber stand out and and some of those programs that that you're putting on right now.
07:25.378 James McCoy
Forsyth County, Georgia is just north of the city of Atlanta. in fact, the city of Atlanta falls into Fulton County. We share a southern border with with Fulton County. we are have experienced a a a great deal, particularly in the last twenty to twenty-five years, double digit growth through those years of as as as Atlanta has grown, our community has grown. much of that has been residential growth. and the the chamber's role in that has been really primarily to focus on working with our school systems to ensure that those are absolutely top notch and and leading the the nation in quality. And and and really getting an economic development program up and running. our chamber it largely up until about twenty five years ago worked the way a a merchants association might work and really changed as the community began to change. Forsyth County is about a community of about two hundred and fifty thousand people. our chamber we have about a thousand members. we have a budget that is is just shy of two and a half million dollars at the moment. although as we're enduring COVID nineteen, that may change a bit as the year continues, but but we are also the economic development entity for the community, the sole economic development for the community, as well as the sole tourism development entity for the the community. we do not have a separate convention and visitors bureau that is housed within us as well. And we have a staff of of ten. we have a couple of positions that are unfilled, so normally we would we would be at about twelve. and you know our our service area really we we see as the the the main corridor that that moves through Forsyth County to our south and north is called Georgia four hundred. And we really see our service area is the the the four hundred corridor.
09:45.358 James McCoy
and there are other chambers, of course, great chambers, along the corridor as well, and we do partner with them but but we really do see our service areas being larger than than just our community boundaries. but we are also the the economic development entity and that that really is a big driver in in our focus of of service delivery for for the community. we operate in a similar capacity that a of an outsourced vendor would for for our city and county government executing both economic development and and tourism.
10:21.312 Brandon Burton
Right. So you guys are kind of that one stop shop with Chamber and Economic Development and Tourism and really have a lot of hats to wear there and
10:31.074 James McCoy
We are. We and I and I will tell you it's it's been you know, I I know I've talked to a a great deal of my colleagues and I'm sure some of you are listening to this thinking, my gosh, how you know, how do they make that work? But really it it truly does. It works incredibly well for us. We have aligned the the interests of of the Chamber of Economic Development and and Tourism nicely and and the community has continued to be very supportive of it, as as has our our membership and and elected leadership.
11:00.694 Brandon Burton
Yeah. It it is nice to have it all under one roof too, instead of dealing with other organizations. I think there's I mean, there's pros and cons to it, but I can see the the benefit for sure. So why don't you take us through some of the highlights of the I know all the the chambers that apply for the chamber of the year, submit the a synopsis about your chamber and kind of some of those highlights. If you could just maybe briefly take us through those highlights. I imagine there's some economic development attention in there, but I'm I'm just taking a stab at it. But why don't you guide us through that?
11:40.61 James McCoy
Well we probably the thing that I would want to mention first is is is our work in in in economic development. We expanded our partnership with our strategic partners in economic development, our schools, county government development authority, and universities and technical college system. We expanded that i enormously. really that's been over the last several years, but particularly in the past year. and for the first time we we led with the development authority and county government the development of a new economic development plan for our community focused on growing the commercial tax digest, increasing job opportunities within the community, and increasing visitor spending and and investment in the chamber as well in investment in economic development. So that really changed the nature of how we operated in in and did business. you know, and and and when you are are are in an organization that is doing tourism, that's doing economic development, and that is doing the work of of a chamber, aligning the interests of those are are really important. And so another facet of our proposal and and application was was highlighting how we align those. and we actually borrowed something from the manufacturing world that that is a a strategic obje objective matrix that makes sure that we are through through all of the work that we do that it's it's interwoven together so that we're maximizing the benefit to the the community, to the the businesses, and to the to to our investors and and maximizing the opportunity for business growth and job growth in the community. And and that that was something that I I was very pleased that the board readily adopted and and adapted to, the staff I think really readily adapted to. But more than anything it really gives us a framework to how we can look at the the the this broad work of of the organization. and and I will tell you for
14:07.48 James McCoy
th those of us who have been in the chamber business a little while it seems a little wonky to be borrowing something from manufacturing and and and something that is called an objective strategic matrix may not sound a a lot of fun but but it was an incredibly valuable tool and exercise and and we highlighted that the that work in in in our our application. The
14:34.784 Brandon Burton
Yeah. Can you tell us just a little bit more about the objective strategic matrix and kind of what that looks like and kind of from the outsider looking in?
14:43.902 James McCoy
Sure. Well it it it it looks like a a a we use an i Excel really. It's just a giant Excel spreadsheet. and it's it's built around a a square in the center of the sheet that is your mission statement. and and without going into the architecture of it, and of course I'm happy to share this with with everybody, it it's it's worked for us. I I suspect it would work for many. other organizations, particularly if you're you have a diverse service offering. but what we what it does is it it asks you to what are what are your biggest objectives as an organization? Forget about the service areas, forget about the you know tourism, economic development, but what what are your big objectives, multi-year, you know, where are we going to be five years from now, ten years from now, whatever timeframe you're working on? and it really forces you to limit those to to those three big, big goals. and then the the the the matrix then walks you through how to take a look then at what are what are our goals for this year through each department and through each service area and how do they align to those longer term goals and then what are the tasks we're going to be doing for the year that contribute. to the annual goals that in turn contribute to the the the the the longer term goals. there are elements in it that of course assign responsibility and timelines and budgets and all all the fun stuff that comes along with that. But but but essentially it looks like a a a big square and you kind of go in in counterclockwise position around it. It it does take a little time. We we broke our staff meeting when we first did this we we did the exercise with our staff and we broke that over two or three afternoon staff retreats but but the outcome of it was very positive and then when we engaged our executive committee and and board of the the chamber in that discussion it it it it really I think resonated and made a lot of sense to to to folks and it really has held us in good stead. I mean we I can tell you it is
17:07.19 James McCoy
It is a different kind of organization. It is a much more focused organization and much more focused work that we've been doing as a result of of of just that one change.
17:18.432 Brandon Burton
It just it helps you digest your goals to where you can do it one bite at a time instead of trying to take on that whole elephant, it sounds like.
17:25.304 James McCoy
Well th th that's absolutely correct. And and the other part of that too is, you know, often in organizations where chambers where where y you you have some diverse service areas, those service areas get really siloed. You know, the economic development folks are not sure what they have, you know, in terms of goals in common with the tourism folks, the you know, the the the chamber membership folks don't r really see, you know, in terms of the programming and services what everybody else's is doing as it relates to them. And what it does is it provides one piece of paper or one one platform that everyone can sit down and look at okay, well this this may be primarily a departmental objective for economic development, but there's some benefits for tourism here too. Let's align some of those tasks from tourism to economic development or vice versa. And what we found is it's really helped us from a a membership retention and investment standpoint. and it's helped us really from a a team development standpoint. I mean we're we're we're working together as a team better as a result of that because the the the silos are are largely gone.
18:46.112 Brandon Burton
Mm-hmm. More synergy.
18:48.344 James McCoy
That's right. That's right.
18:49.932 Brandon Burton
Good. so what are what are some of those other areas to that were covered in the synopsis?
18:57.25 James McCoy
Sure. the the the other areas that we we highlight our organization after about thirty five years we we changed our name. and that was no small undertaking. folks felt felt very strongly about our name, but we had been the Cumming-Forsyth County chamber of commerce for about thirty five years and and that was largely to representative of of the city. Cumming that's that's the county seat for for Forsyth County changed our name as well as our brand and logo but we also as a result of that we're we're able to to develop a new brand and logo for our economic development efforts as as it relates to the partnership so that it was something separate from the chamber. It's all housed within the chamber. but the partnership itself needed its own identity. And and that has been more than just a brand. It has been it has really become a way of life and a way of working for us and and we we highlight that that work as well. we also it was a a a a many, many year in fact almost a decade long initiative, but w from from the very, very beginning to end. But we also Georgia has an economic development tool called Community Improvement Districts. they our commercial property owners are able to to tax themselves to create infrastructure that they decide upon. And so we work very hard in the the the the primarily the business part of our community or the heart and soul of our the the business part of our community to create a new CID. And now that's been almost a year old and they are outdoing some remarkable, remarkable work that that is really changing that that area and that community to support further growth of business and the infrastructure that supports business.
21:03.95 Brandon Burton
Awesome. Is there maybe a couple of examples, yeah, one or two examples of that have come from the the new CID that or maybe things that are in the works that you can share with?
21:16.248 James McCoy
So you know I I I think we have all had the ex the the experience of being on a an interstate highway and taking an exit and and that that exit is is not a great example of of what we would want our community guests to see as a representative of the rest of our community. And that's exactly right. That's exactly right. I think we we've all had that experience.
21:38.774 Brandon Burton
Not a few of those.
21:44.206 James McCoy
And whether it's in our community or or in another community. And so that that's been a challenge for for us as the community has grown and and honestly and candidly as both local government and state government investment in the aesthetics of roads and highways and corridors has been depleted. And so and and there is that does have an impact on property values, it has an impact on your community brand. And so what the CID has done is is develop an a a a private maintenance agreement with our state government to be able to do some some landscaping improvements and maintenance improvements and where the state was picking up trash and and mowing and and and and and and that really being it and and them doing that maybe once a month through the summer. now they'll be using a private landscape company who'll be mowing once a week and picking up trash twice a week. and that isn't to mention the hardscape improvements that really improve the overall aesthetics, so that it sets the the right tone for for that quarter. That that's a small project, but it has a huge, huge impact. there's some safety tra traffic safety issues that they're they're also resolving. There's some intersections that need some improvement that have been on the books for a long time but not been funded that they'll be able to fund. longer term, they're they're building an they'll be the leader of building a new interchange on in the very south part of of the county along the county line that will help alleviate a lot of congestion in in the area and because of because of there being such a high concentration of businesses along this one exit. rush hour for us is a is a serious issue not just at that exit but at but all of the exits, but it will it will provide a great deal of relief for the employees coming and going and and re reduce drive time for most of those companies' employees by as much as twenty to thirty minutes a day. And that's that's meaningful and and that there that that means dollars. And so we're the the C I D is very focused on on on on that and I I suspect
24:10.754 James McCoy
You the many of those are gonna be long term projects but but those are some
24:15.53 Brandon Burton
Yeah. Now that those are great examples. Yeah, what I love about doing this podcast is my whole goal is to introduce the listeners, I call them chamber champions, to people and ideas that can help them better serve their chamber and their community. And being able to do this Chamber of the Year finalist series, we're really looking at some of the best chambers that we can kind of model after. So with that in mind, what about the Forsyth County Chamber, do you think makes you stand out? Maybe what are you most proud of and what makes you stand out that a lot of other chambers might not be doing?
24:56.746 James McCoy
I think f for for me it's the alignment of the well first of all the the the the the idea that that economic development and and you know in our county we're the only economic development entity, we're the only tourism development entity. Those are housed within our organization, within the chamber. and that by itself is is has become has become over time pretty unique. and it it certainly is in our region. the other part of of that though that I think's really important is the the alignment of of goals and the alignment of the work. and and a great example of that is for us a central feature of our tourism initiative is hosting national and increasingly international sporting events. we we have a great example of this is we have a one of the the the the nation's largest cricket fields. And and and and it's it has a an enormous, enormous following and they are the the the folks that that manage the the facility are bringing folks from truly all over the world to play cricket. And and of course these go on for days. and and it's been a tremendous had a tremendous impact.
26:00.75 Brandon Burton
Right.
26:22.04 James McCoy
W so our economic development team has actually been now working with folks that are very interested in that the the audience for for cricket and people that are making cricket bats and cricket equipment and are in fact we there's a a facility now completely separate from from the cricket fields themselves that we're working with and opening that work with professional. cricket players from a around the world as a training facility. And so those are two departments working closely together around and I'm I'm using the cricket fields as one example, but you could repeat that in in in across the board. film is also commercial film projects are also centrally important and so our economic development department and and tourism development department, which oversees the film development work of the organization, work together to to do things like get a new studio space out of the ground. And so we work very closely with them to to try to get those those two departments to to work together and they have and and and I think that's really from what when I talk to my colleagues often there's some competition there among the chamber in tourism and economic development and and we just I think have have identified a path at least that works for our community and for us of aligning those interests.
28:01.784 Brandon Burton
That's awesome. Now we just need to get into a couple more phases down the road of recovery after COVID nineteen so we can get the cricket crowds back to your area.
28:10.03 James McCoy
That's that that's right. Although I I will tell you I think that we're probably gonna see those those folks come back pretty early in in that it's it's a hundred percent outdoor. they have a small clubhouse, but I think I think they're gonna be back pretty pretty soon.
28:22.648 Brandon Burton
Back at it here. Well, I hope so. I hope so. that kind of seg segues into the next question I have for you. I'd like for you to share maybe some of your plans, some of your thoughts about how you plan on leading your business community through the the recovery of from the economic impact from COVID 19 that almost every business is facing.
28:49.388 James McCoy
That's that's right. I well I I I am I am extremely, extremely proud of our our team in that w we had a a call I called a staff meeting over the weekend on on March fourteenth and you know we talked about what what we needed to do right out of the gate. We didn't have of course any real information about what the SBA was doing, what we you know, what we what guidelines there would be, anything along those lines. We just knew that there was the shutdown was coming and and and we we needed to take some some immediate action. within 48 hours we had a a named branded and initiative that that had a standalone website call called Together 4 FOCO. And so for for us a a nickname for our community is FOCO. And so we we we used that and and it it began really as a support your local business and buy local through this difficult time initiative, but very, very quickly, e even I I think a good bit before people were really looking at a specific recovery plan initiative, it became the recovery initiative. so we we we button that up a bit by by creating a plan around that and that plan was to focus on continued efforts to get business people operating capital to get them through what we we believe to be the the to the other to bridge it to the other side of the recovery what we hope to be a relatively speaking short period of of time that they would need that that working capital. and by that that was us providing direct support to companies, coaching them through the process of everything from what is an EIDL loan, what is a PPP loan. and in some cases one member of of our team really became a a a recognized expert in the area and was coaching through people through how to fill out those applications. and so so access to capital was was one side of it. And there was
31:17.838 James McCoy
there continues to be a a strong effort in in that initiative. Employment was the next. and so we obviously, you know, every community had some employers, grocery stores and places like Walmart and and for us Amazon. they they couldn't hire enough people. And we had a lot of other folks that were temporarily out of work. And so we created a platform to connect those those folks through social media and and through the website. and and that continues. We rolled out a virtual job fair. We were the first in our region to do so and and we're doing them every Friday focusing on a different industry as part of of the recovery.
32:02.902 Brandon Burton
How does that look? Your virtual job pairs it like a Zoom meeting or
32:06.582 James McCoy
Yeah, essentially it's well we we actually use the BlueJeans platform. There's a a lot of reasons for that. Main mainly BlueJeans has a great tool for larger events that that we use that's really reliable and you know you're not having to mute everybody's microphone. A lot of those things are built into it, but we use BlueJeans and but it has the same breakout feature, breakout room feature. So we try to keep each group relatively small. We'll have three to four local employers. And that's the other thing is we try to make sure that it's folks that are providing local jobs, and and and something that we also need them to be able to be able to hire somebody pretty quickly. but we'll have three to four employers, it's all industry focused, and then folks sign up while while they're on the call. that they, you know, for which employer they want to be in the breakout room with, then they go into the breakout rooms. So there's a an overall introduction to everybody. we break them out into the breakout rooms. and if folks want to switch around their time so each breakout room will last twenty minutes or so, it gives the employer a chance to get some interpersonal communication and information. We have everybody post their their resumes through the chat feature so that they're the companies can download that information quickly and if and and in most cases the employers are posting information that the candidates can can download. So w we have actually been doing some coaching sessions for a few other chambers who have been doing the who wanted to do this. I will tell you we learned it all the hard way and I'm happy for us to share that. but but we have a remarkable team two team members Laura Stewart and Beth Beth Harris on our team who I really said we've just got to figure this out. and and really the only other platforms that were out there for job fairs, the entry point on those were $45,000 and $50,000. And I said, well, that's you know, we're that's obviously not something we're gonna be able to bite off, at least right now. And they f figured out a way to make it work, and and it has been very successful. and and you know it's it's not
34:26.274 James McCoy
hundreds and hundreds of people, but the people who are engaged in it, the people who are on are finding jobs and the employers that are hiring are getting good employees. A great example from last week. We had a a person who had in the engineering, industrial engineering background, he had two employers competing for him on the call. and so you know, it's it's it's really, you know, the the i i i in some ways it's held together with duct tape and baling twine, because we we took a platform that was not intended for a job fare and made it one. but but that's also I think how we're you know, have been operating for a couple of months now and and making it work and and it it has is re it's also been successful.
35:12.59 Brandon Burton
Well and it right now is a great time for a business to hire. I mean, if if they're in a position where they can hire, there's a lot of great talent out there. So they should take advantage of it.
35:23.566 James McCoy
Absolutely right. Well, and the other part of that too is well that we're we we we are working on with our education partners is there's also a lot of folks out there who have an opportunity to do some online learning and and retool their skill set. and we're we're fortunate that the state of Georgia has rolled out some some free open access classes for everything from computer programming, website construction, marketing and project management, that sort thing, where you can pursue a a certificate. We're we're working with our university and and community college at the moment to to roll out some some more industry specific and and community focused programming to help folks who you know they may have been in the restaurant industry for a few years and are looking to do something different and we're really encouraging folks to spend the time they have now to to get that skill set so that they they can go do something different with with their career.
36:34.006 Brandon Burton
That's right. Great examples. Hopefully, you know, some of those chamber champions listening could take that back home and and apply some of those to recovery in their communities as well. So James, as we get towards the end of this interview here, I wanted to ask you to maybe share one action item that a chamber professional is listening could could do to help take their chamber up to the next level.
37:03.16 James McCoy
Well, well first of all I feel somewhat inadequate in being able to answer that that that question. but but but I I can tell you for me, what what really changed and I at least I felt like I was moving into a new level. I mean I'd pursued a the in and and got my MBA and and certainly that that was was helpful. you know working on securing a great team was was helpful and and that included develop board development as well to get leaders who really saw the the power of the the the organization and and really pushed me to to to do more and and ask tough great questions. But really for me to to be very candid the thing that that I think truly has just changed my life is is and my professional life, well my personal life too, is is really continuing on a lifelong path of figuring out who in the world I am, and and knowing you know things that I once thought were strengths. as particularly as I've gotten a little more experienced and older, I realize I have been fooling myself. They were not strengths. they were particular weak weaknesses, but they were not particular strengths. things that I saw as weaknesses, I was wrong about some of those too. I mean there were some things that I was right about. but but really you know I I I I think there's everybody finds their or I hope everyone finds their own path to really knowing themselves and and you know I I read and listen to a lot of of Brené Brown and and really viewing what your vulnerability as your greatest strength. And once I and she, you know, loves the term, lean into it, once once I really adopted that as and and believed it and lived it, things really changed. Really. I mean, professionally things changed for me enormously. and that isn't to say we I haven't a lot left to learn. I boy, I do.
39:27.956 James McCoy
and and and every day this whole you know experience with COVID nineteen has been a great example of that. but but really you know I I I I I I've I know that I handled the the this professionally and personally this the the what we've endured as a as a country over the last nine to to ten weeks or so. I I handled that very differently professionally than I did the Great Recession. the Great Recession really I I I I was a lot of the action that I took was misplaced or out of fear. and and this has not been that that way. i it is and and I know that that really the the the basis of that is knowing myself, knowing my own vulnerability and knowing some of my strengths and and many of my weaknesses. So it's it it's it's an overly simplified thing to say because it's an incredibly complicated process and in many cases it can be a very painful process. a very painful one. It you know we're we're we're we're all carrying around the this baggage of our lives and some of us and well all of us have some baggage we do not want to have to to look at consider and confront. And so I think it's the more that we do that, the more we know ourselves, the better stewards we are of our organizations, our communities, and the better family members and friends and and colleagues we are.
41:08.002 Brandon Burton
I think it's good advice and it's a important perspective to have as you look at any situation. so this next question I I look forward to the answer that I get from everybody that I ask. But as we look to the future of chambers of commerce, how do you see their purpose going forward?
41:27.374 James McCoy
You know, I I I think for for as much as as gets said about, you know, the the whole world changing and certainly recently th those conversations. I really look, you know, at least at at the the the chambers of commerce around the the country that that I have experience with. and and they really have been d most of them have been very dedicated to improving the communities that they are in and and that they serve. that basis is one that I I just do not I I I think is timeless. you know, whether we do that with a membership based model as compared to an investment based model where, you know, w membership means probably not as much as it it used to, I suspect that is the case. we certainly are heading in in in that direction. But the idea that that that a chamber of commerce is in my view, and I think really the future of the organizations across the country rests in it is still the greatest tool to create community change that lasts and has a a broad impact. that's the greatest tool that exists in in the country and and maybe the world. and and and you know, those thing it it's timeless. It it ex it it it they transcend political changes, they transcend political leadership, they transcend even oftentimes community leadership. And I I I think that's that that is where I see our organization continuing to head and broaden that the tools that we use to accomplish that are very different and will continue to be very different. And and I think we we if if anything, the only really I think truly meaningful change is is how we adapt to that change.

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

Episode 74 — Effingham County Chamber 2020 Chamber of the Year Finalist with Norma Lansing
Clean Speaker-Labeled Transcript
Guest: Norma Lansing
Automated QA: Passed

00:00.2 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:29.162 Intro Voice
And now, your host. He enjoys spending his crazy weekends with his family. He's my dad bird.
00:35.31 Brandon Burton
Brandon Burton. Welcome to Chamber Chat Podcast. This is Brandon Burton, and it is my goal to introduce you to people and ideas so you can better serve your Chamber members and your community. This is episode 74 of Chamber Chat Podcast. It's also our third interview in our 2020 ACCE Chamber of the Year finalist series. If you are new to listening to Chamber Chat Podcast, I would suggest you check out our Get Started page at Chamberchatpodcast.com slash start, where you can find some nondues revenue ideas as well as our free chamber podcasting guide in case you've ever considered creating a podcast for your own chamber. Again, those resources are found at Chamberchatpodcast.com slash start. Our guest for this episode is Norma Lansing, and Norma is the president and CEO of the Effingham County Chamber of Commerce in Illinois. Norma is a 45 year chamber veteran and she is actively involved in the community serving on the executive board of the Effingham Regional Career Academy and is on the boards of the Effingham Regional Growth Alliance and Effingham Regional Incubator Network. As a member of the Effingham Noon Rotary Club, Lansing has served as president, is a Paul Harris Fellow, received Rotary's Vocational Excellence Award. She is past chairman of the board for the Illinois Association of Chamber of Commerce Executives and recipient of the association's highest award for achievement, the Lester W. Brand Distinguished Chamber Executive Award. Lansing is also the recipient of the Outstanding Leadership and Community and Economic Development Award. From East Central Illinois Development Corporation and the Illinois Workforce Partnership Leadership Award. The Effingham County Chamber was also an ACCE Chamber of the Year finalist in twenty nineteen. I had the pleasure of having Norma on the podcast back on episode thirty four last year when they were a finalist for Chamber of the Year.
02:53.186 Brandon Burton
But Norma and her husband Ken have three children, seven grandchildren, and one great-grandchild, and live at Lake Sarah. Chambers are not considered for Chamber of the Year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program from Swypit. In partnership with Chamber Chat Podcast, Swypit is one of the best credit card processors in the business. With the Swypit Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swypit Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit ChamberChatPodcast.com/cc for more information and to request your complimentary cost savings analysis. From the experts at Swypit. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit Chamberchatpodcast.com slash CC to start swiping with Swypit. All right, Norma, let's if you would, just take a moment to say hello to all the chamber champions out there and share something interesting about yourself so we can all get to know you a little bit better.
04:19.136 Norma Lansing
Okay. Well good afternoon everyone. I'm happy to be on this podcast with Brandon and talk about our chamber and certainly so excited to be part of this elite group of chambers who are in the the hunt for chamber of the year designation. So you know, I think uniqueness about me is probably just how long I've been with the chamber. I've you know, my chamber career is forty five years this year. And you know, I started as a very part time second job. e well even before that I started as a volunteer and then I got a you know part time job and just you know just grew through the ranks to be become the president CEO and I've actually been the president of the chamber for just over thirty years now. So you know long time in the chamber world. I love it, love chamber work. It's a career like no other. I think I think I think it takes a special personality to deal with deal with the everyday issues that come up, but overall it's you know just a re very rewarding opportunity to support your businesses and your community.
05:37.844 Brandon Burton
I know a lot of chamber professionals get into the industry on accident, but it really takes a special person to stick at it for forty five years. So
05:47.202 Norma Lansing
Well that I I doubt that anybody I doubt that many people will be spending that much time in in this career in the future, but it's been very enjoyable.
05:56.802 Brandon Burton
Yeah. Well, share with us a little bit about the Effingham County Chamber, just so we all get a a a little better perspective of maybe the size, location, budget, staff, things like that, so we can all kind of know where you're coming from. Sure.
06:11.156 Norma Lansing
so the Effingham County Chamber is located in East Central Illinois. it's you know, it's a very unique situation that we're in, position that we're in. you know, our county is a county of thirty five thousand people. And but Effingham sits at the intersection of two major interstates, if the interstates fifty seven and seventy, so our daytime population triples every day as people come in, to work for services, we're a regional hub for a lot of government services, healthcare, manufacturing, and things like that. So we we live much bigger than than our commun our county size. So so that's very it makes makes a very interesting combination and and unique combination for our chamber to be a part of a lot of different things and a lot of very progressive ideas in our community. and the chamber is celebrated our centennial in 2017, so we're 103 years old now. so very well established organization, although you know we try very hard to be current in our thinking and in our approach to how to support the businesses in our area. We have about 575 members shooting toward a 600-member goal this year, which kind of got I that probably not gonna happen this year. Probably have to make that a goal again for next year. We actually put it into our strategic goals this year to say, you know, if this is our our goal to get to this number, then it needs to be in our strategic plan. and so we we really focus focusing on that. staffing, we have typically have four full-time staff members right now. we don't have four full-time per people but we're slowly bringing people back to work more hours in the starting next week. So it's myself. we have a membership director who is, you know, twenty-five years with the chamber, so very very good at at working w with the members, supporting the members, retaining members. I think one of our reasons, benchmarks for
08:34.272 Norma Lansing
being a chamber of the year nominee is the fact that, you know, very regularly we have a ninety plus ninety percent retention rate. so that's that's to her credit. We last fall we created and hired a marketing communications person and that has been a home run for us. I would say that, you know, bringing that marketing into the office, having that person very knowledgeable about the chamber, has really made a difference in the the materials that we're putting out and the information that we're putting out. Then we have an office manager who just kind of runs the day-to-day and and's that takes care of all the ins and outs of the the business of the chamber. Our budget is about $365,000 dollars, which the next thing I have to do in the next couple of weeks is you know reevaluate the budget and see what it's really gonna look like for this year, since we've had to cancel a number of things that we had planned to do to support the you know, projects to support the budget. So, you know, as I'm sure n I'm no different we're no different than any other chamber out there, any other organization or business who's really having to reevaluate our our yearly plan and our budget situation. So
09:58.538 Brandon Burton
That's right. In fact, a few weeks ago I had Michael Gellman on the podcast and he was talking just exactly about that, about how chambers need to kind of reevaluate their budgets and see those things that are you know, rock solid that are gonna be there, some things that are kind of wishy washy and then those things that are gone and be able to see what you can expect for your budget going forward and then trying to find ways to answer some of those budget shortfalls to to get back on track and make sure your chamber's there for the long term and and be there for another hundred and three years. So anyway, the so with the Chamber of the Year application, I know every every chamber submits a couple of the the programs and their synopsis with their application that they're they're proud of or that are working well for their chamber. Would you take a few minutes and kind of walk us through the the highlights of the Your program synopsis?
10:58.072 Norma Lansing
Sure. the one that first one that we did is on our regional incubator network and just last fall we opened the first shared workspace in in our county and actually in the area. So you know the the incubator network is a is a little bit different than most incubators that we're actually a regional we're regional in nature that it's not just one community, it's multiple communities with multiple sites around the area that were all working together with shared rent rent structure, shared rules, shared policies, things like that. what we saw and the reason we we created the regional the network was that we saw, you know, individual communities nearby, you know, trying to set up these incubators and then, you know, trying to set pricing that you know so they were lower than then than the other one and trying to, you know, track things of this way. We're working collaboratively. I mean that's one of our strength I strengths I think as a chamber is that we're very collaborative in nature. We want to work together to for the common good rather than each, you know, in silos or just kind of doing their own thing. So the shared workspace, just actually got off of a conference call on that, you know, again with the shutdown of everything we've we've kept it open on a limited basis. We have, you know, people working from home who have you know maybe content connectivity issues that they don't have good service at their home, so they're able to come into our facility and use it to access have internet access and the services there. It's right in our downtown We did a lot of research to what we wanted to have as a as a shared workspace. We visited a lot of different shared workspaces around the area. And so very proud of what we've developed. And, you know, struggling as as any new venture hit by COVID-19, you know, trying to get that off the ground in a more positive way. But great collaboration again with our city government.
13:23.602 Norma Lansing
our economic development organization, our community foundation, the chamber, a lot of different entities, a lot of private businesses have come together to support that shared workspace.
13:37.588 Brandon Burton
So I think you guys are on to something with the shared workspace. I know it was in the works, you know, before this happened with COVID nineteen, but just this morning I was talking to a realtor friend of mine and he was talking about how the the pandemic is gonna really hit the commercial real estate environment. And you have a lot of businesses that are recognizing that their employees can be just as effective or even more effective. from working at home. And he was sharing with me a a about a business that had a couple of towers, you know, office building towers. And they were backing out of their their lease. You know, it's a a million dollar lease that they're walking away from because everybody's working from home. But having a shared workspace like this where you can come and rent out a conference room for when you have those meetings, you have to be face to face. I think that's going to be the way of the future. across the country where those shared workspaces are kind of the place where people gravitate towards.
14:42.838 Norma Lansing
Well, and we talked, you know, in our meeting today about people who are working from home and have small children, you know, they may be looking for some place they can go, you know, for a day and just to get a different atmosphere and you know, we we have day passes available so people can come in just and use it for the day just to get a you know, to live to work in a different atmosphere perhaps, or have a meeting that they have to have, a conference call or something like that. So, So yeah, we're we're excited about what that can become for us. The other project that we submitted was our manufacturing day, which we've been doing now for seven years. And again, you know, being a small rural area, rural area, and manufacturing being, you know, 17% of our workforce is in manufacturing. so we work with high school thirteen different high schools within a fifty mile radius of us bring kids, bring students together for a day, to visit two manufacturers. Each one gets to visit two. We kind of flipped the s the the script on it last last year, last fall, and it was probably very successful. So what we did was we we kept the students together so they all gather, they all come from different places and meet in one one location and so we kept them in that location longer at the front end of the day. and and did some team building with them. Because like I said, we've got students coming, you know, three or four hundred students coming from thirteen different schools. So they don't know each other very well, you know, unless they're with their classmates. And we try very hard to get to to mix up, even when they go out on tours, they're not going, you know, one school's not going here, another school's there. We we we mixed the students up. So they're meeting new other students from other school districts. we did team building activity and you know the response we got from that I think made all the difference for the rest of the day. The industries that were part of the tours said the students were more engaged, asking more questions because they they spent that time getting to know each other at the front end.
17:05.432 Norma Lansing
So it you know, we're we're proud of that event. We're one of the first ones in our region to really put it put together a manufacturing day program, continue and that pro you know getting bringing students from all those different areas together. the other benefit from that is we have a a CEO, high school CEO class program that we offer. So students from all these different school districts have learned. that they can come together and they may be competitors on the basketball court or the baseball field or football or whatever, and be competitors on Friday night, but during the week they can be friends and classmates and and learn and be and develop friendships. So that's been I think a real side benefit to all of these types of programs where we're bringing students together. And we again start on the path of looking at Manufacturing Day be as a one day activity, but how do we grow that relationship with our students and our businesses in a bigger way? And so we're starting down that path of using manufacturing as kind of a launching point for us to engage students more closely with businesses through internships, apprenticeships, job shadowing, and just and and just really how do we get them to come back here if they grad when they graduate from high school and they go away to college, you know, when we connect them more personally with businesses and they build those relationships, it's it's a easier way of bringing them back after college to to go into the workforce and to build new businesses. So we're seeing the benefit of that. we still I see we've kinda laid the groundwork for some other program, the program that we're trying to develop. so that was that's a launching point For us now to some other programs.
19:08.152 Brandon Burton
So is manufacturing day targeted mainly towards the high school seniors or is it juniors and seniors? And do they sign up to participate or is it all of the students?
19:19.464 Norma Lansing
no. It it's typically seniors, some juniors, they have to sign up. It's not, you know, every school district ha we don't want you know, we don't necessarily want the best student in the school. We want we want those that are gonna go that wanna go into the workforce. maybe their career path is not a college degree, but it might be trade school or something else and so you know, we rely heavily on our s principals, do school leadership, principals, guidance counselors to really identify the right students to come.
20:02.68 Brandon Burton
That makes a lot of sense. so as you guys are are selected as a a finalist for Chamber of the Year, in in your opinion, what do you think it is that is making the Effingham County Chamber stand out to be selected as a finalist and even for a a second year in a row? What are you guys doing that maybe other chambers might not be doing?
20:27.402 Norma Lansing
Well, you know, the the benchmarking for Chamber of the Year is based on results of the AC ACCE operation survey and you have to re you know, meet three of the five benchmarks before you can even apply to be Chamber of the Year. So to me that is the the biggest thing, the strongest benchmarks I think for us are our retention rates. You know, we're regularly over ninety percent retention with existing members and with first year members. So to me that's probably one of the main reasons that we are continue to be recognized in the upper level of chambers around the country is just strong retention policies in p in place and just service to customer or service I think member satisfaction is another big issue and reason why we've managed to continue to be at that level.
21:37.655 Brandon Burton
So yeah, I was gonna say, what are you what are you doing to retain ninety percent? That is awesome. How are you keeping your members so satisfied?
21:46.286 Norma Lansing
Well, part of it is that we have a what we call a member care program. So from the onboarding first year of a of a membership, you know, we have a very specific plan of how they're contacted, when they're contacted, who makes that contact. we do every other month we hold what we used to call new member organizations. That's a little bit broader than that now, but you know, we we br we invite people who are new to their companies, even new businesses that in town that may not be chamber members yet. And for a long time, very long time, we we asked the same three questions at all of these events is you know, why is it important for your business to be a chamber member? What is an issue or challenge that you have the chamber can help you with, and then the broader picture of you know, what is one thing the chamber can do to support the business community as a whole. And those answers to those questions are key for us to develop new programming, new services and things like that. So I think that just just really close we you know, like I said our membership development person is really does a good job of of maintaining contact with our members on a regular basis at the end of Each year we also take a look we through our chamber master software and run a report of those members that are considered to be at risk and we pick the I guess the lowest 100 of those and make her personal contact with them. We call them up, we just it's just a check-in call. We're not trying to sell them anything, just checking in, see what their needs are, what we can help them with. we try to provide very personalized. service to our members. And I think that that's a key. Becky's built a lot of our membership director has built a lot of great relationships. And so the members know that they can rely on us to give them the feedback and the information that they need. And that we've, you know, we've set ourself up even through this whole last couple of months as being a very trusted resource of information.
24:10.424 Norma Lansing
You know, we're not gonna tell them on what we think as much as tell them what we know are facts facts and have are backed up by reliable sources.
24:23.532 Brandon Burton
That's awesome. I love the idea of that member care program and the way you guys go about your onboarding and and like you said, following up with those you feel like are at risk as far as renewals go and really showing them how much you care. And there's that old saying of they don't know they don't care how much you know until they know how much you care and you're really making that evident and showing the value that the chamber has to offer to them. So I think that's a great example.
24:47.554 Norma Lansing
Yeah, the member care program also goes into the second and third year. So it's a three year contact program with th for a a new member.
24:58.892 Brandon Burton
That is awesome. So I wanted to maybe shift gears a little bit here and ask you with the the change going on in our environment right now with the results from the the COVID nineteen pandemic, what plans do you have to lead your business community through the recovery, through the the economic impact of the the pandemic?
25:22.956 Norma Lansing
Well, we start and a couple of things that we started that we'll continue to do, and I think that the most important thing that we've done is just to make sure that we are a trusted source of information. I think that's the most critical thing anybody can do right now is is to be sure that when the business comes to the chamber and asks a question that what you're telling them is true and backed up. so we have, you know, as most chambers have a resource page on their website with all of that information. We up you know that's updated multiple times a week and refer people to that all the time. Now that their focus is on reopening, we're really you know, trying to help them with signage or anything they need, you know, forms that they need, things like that. other thing that we've done is as I mentioned early on is, you know, converting, you know, to a more virtual environment, we start a weekly re webinar series. Right now they are complimentary to our members and of course we're not paying any speakers to do that. But we've had you know sometimes some webinars are over a hundred people participating in them. so I think I know that that will continue. We won't stop those. We're gonna you know I'm sure at some point in time we're gonna have to figure out how to make some money off of those. But for now, you know, if we can continue to do it in a format that that we can offer it and give them information. They're recorded, they're made available every you know we all month have them on Thursday mornings. Friday we send out our weekly e blast. There's a link to the recording. The recordings are posted on our YouTube channel so they're always available for people if they you know so they can go back and listen to those. And we'll like I said we'll continue to do that. The other thing that we did early on that right away was start an email program that goes out not just to the business community but any anybody in the community, any resident of the area can sign up for those and they go out on Friday afternoons. really just, you know, and we're getting such great feedback from businesses who are, you know, until I mean for another month we're offering free coupons. If any business that wants to put a free coupon out, they can
27:44.416 Norma Lansing
they can let us know we'll put out a coupon. We have a section that talks about, you know, well right now with who's who's opening what they're open, you know, what their hours are gonna be. If you have to make you know some business you have to make an appointment to go in. And so we're we're gathering all that on out. you know eventually we hope to be able to talk about this is the you know this is what's coming up this weekend in the community. These are specials that a business, a restaurant might have. this weekend that you want to check out. There's entertainment. You know, our goal is for that to be looked at as a, you know, this is what's going on in the weekend and the the following week. So that's been a big success. And then we did start, we did create a small business grant program through our foundation that we just opened up for applications last week. So We haven't had as many applications as I expected, which is a good thing. I think I don't wanna you know, I don't wanna disappoint anybody that we can't support f financially, so
28:52.908 Brandon Burton
That's right.
28:55.384 Norma Lansing
So I like said I just think that just looking at how do you deliver things in a different way. I mean, we do a reverse raffle and we've show we've decided to do that virtually this year. Quite frankly, I think it'll financially do better than the in person event because when it's virtual, anybody anywhere can buy a ticket, you know, and have the same chance of of winning our grant. We didn't we we're still giving away five thousand dollars even though we've cut our ticket price in half, but because we don't have those other expenses.
29:32.886 Brandon Burton
Yeah. And hopefully you can sell more tickets now too. Yeah.
29:36.162 Norma Lansing
Yeah, so you know, it's just learning those new ways of doing things. Not great at it yet, but getting there. I know and I and we're like we're not doing things differently than anybody else, but I don't think but it works for our area. I think the biggest thing is just knowing that when people come and ask us a question they're gonna get a truthful, honest answer that's backed up by By the people out there who who know more than we do.
30:09.73 Brandon Burton
Yeah. so Norma, I wanted to ask you as we start wrapping things up here, what might be one action item, one piece of advice that you would give to the the chamber champions out there listening that they can do to help take their chamber up to the next level? Yeah.
30:30.488 Norma Lansing
Well, I'm I'm gonna give you two actually. One I I think it's most important that chambers are or the the chamber executive is affiliated with their state professional development organization. I think that's critical. you know, the Illinois Association of Chamber of Commerce executives, we have two conference calls every week. One's just a general update. You know, we've brought in legislators and
30:32.908 Brandon Burton
We'll take it. It's about
31:00.89 Norma Lansing
you know, our state chamber and and just and attorneys and labor attorneys and things like that and just get some real good information. And then the next one is on how we're transitioning events, you know, virtually and and programming virtually. So those are for me very important. So you know, just being a part of your state professional development association is critical, I think. I know that, you know, for smaller chambers it's a a financial outlay that maybe their board doesn't want to pay, but I it I think it's up to the executive to to sell that to their board if they have to because it's so critical for support, for ideas, I mean for ways that you can use what somebody else is doing. You know, I always look at chambers that are bigger than than ours is. I really look at what they're doing, that that is where I benchmark myself against not somebody my same size, but somebody that's that's got a bigger chamber and bigger city. so I can see what they're doing and there's always a way to take those ideas or those programs and and get them down to a a level that works for your organization. So, you know, that's one. The other one I for me is following those chamber folks out there that are doing things like Frank Kenny and Cathi Hight, Shari Pash and Kyle Sexton are ones that I follow. and they're just so they've been so helpful this past few months. just incredibly helpful and providing all kinds of resources. So and you know, your podcast would be another one that gives people all kinds of up of of learning opportunities. I think I think right now sometimes we're overwhelmed with webinars. I sign up for ones all the time and you know, still trying to go back and and reuse some of them and by now some of them are even irrelevant, but just having those those types of professionals that you can, you know, develop a relationship with, reach out to. they're super great about answering questions and providing op sh you know, providing information, resources. So those are two
33:25.44 Brandon Burton
I agree. Just being connected with others in the industry is is so vital for sure. That's that's the whole purpose of this podcast is to to make those connections and to learn from each other. But Norma, I know I had asked you this last year when I had you on the show, but I ask everyone I have on the show and and things may look a little different now too, but as we look to the future of chambers of commerce, how do you see their purpose going forward?
33:56.012 Norma Lansing
You know, that's a big topic. And of course ACCE spent a lot of time creating the Horizon Initiative a few years ago and and that's a great document to take a look at and and look at the future. I, you know, I personally think it's that just that relevance factor that we all talk about. That being relevant to your to the businesses, to the community. we, you know, we're we're as much engaged with the whole community as we are with the business community. And I think that's important, especially at time like this. You know, if you don't have a great relationship with your city government or your county government or your schools or whatever, it makes it very difficult then to try to build a a coalition of people and and really you know find ways to to build up the community again because we we all have a part of that. you know, individual businesses are worried about, you know, their own needs. but they need to know that we've got their back and that we're we're doing the outreach that needs to be done to make sure that the community itself is strong and can continue to attract new businesses, new residents, you know, just just those things that are needed for community growth and development.
35:24.222 Brandon Burton
Absolutely. I totally agree. I wanted to give you a a chance if if for those that are out there listening, if they'd like to reach out and connect with you about how you're doing things at the Effingham County Chamber or or continue this discussion that we've been having today, maybe offline, what would be the best ways for for people to reach out and connect with you?
35:47.212 Norma Lansing
Well my my email address is N as in Norma, N Lansing, L A N S I N G at Effingham County Chamber dot com. phone number here at the office is two one seven three four two four one four seven. So happy to to to talk to anybody that that that I can help.
36:08.878 Brandon Burton
Perfect. And we will get that in the show notes for this episode, which will be found at Chamberchat Podcast dot com slash episode seventy four. But again, Norma, thank you so much for spending time with us today on Chamber Chat Podcast. And I wish you and the Effingham County Chamber best of luck with Chamber of the Year.
36:26.328 Norma Lansing
Well, thank you so much. I'm I'm sure we all wanna know that we're gonna be the chamber of the year. So
36:34.294 Brandon Burton
If you are a Chamber Professional, please subscribe to Chamber Chat Podcast in Apple Podcasts, Google Podcasts, or Spotify. When you subscribe to Chamber Chat Podcast, new episodes will show up in your podcast app each week as they are released. If you're finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamberchat Podcast with your colleagues that are in the industry.

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

Episode 73 — Wooster Area Chamber 2020 Chamber of the Year Finalist with Justin Starlin
Clean Speaker-Labeled Transcript
Guest: Justin Starlin
Automated QA: Passed

00:00.242 Brandon Burton
This special episode is part of our 2020 Chamber of the Year Finalist series, where you get to hear from some of the top chambers across the country. I hope you find great value in this series, but first, the intro. 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.
00:29.76 Intro Voice
And now your host, who once turned a triple play in a little league championship game. He's my dad, Brandon Burton.
00:36.386 Brandon Burton
Welcome to Chamber Chat Podcast. This is Brandon Burton, and it is my goal to help introduce you to people and ideas so you can better serve your chamber members and your community. You're joining us today for episode 73 of Chamber Chat Podcast, which is this is also our second interview in our 2020 ACCE Chamber of the Year finalist series. If you're new to listening to Chamber Chat Podcast, I'd suggest you check out our get started page at chamberchatpodcast.com slash start where you can get some ideas for some nondues revenue as well as our our free chamber podcasting guide if you've ever considered doing a podcast for your own chamber. Again both of those resources are found at chamberchatpodcast dot com slash start. Our guest for this episode this this second interview of the Chamber of the Year Finalist series is Justin Starlin. Who's the president and CEO of the Wooster Area Chamber in Ohio? Justin has more than 15 years of experience in economic and community development, city administration, and chamber executive leadership, in which he's grown professionally by assuming positions such as economic development coordinator, community development director, co-city manager, and most recently president of the Wooster Chamber of Commerce. Through his career, he's assumed a leadership role in projects and initiatives ranging from large development projects such as LEED for the Daisy Brand establishment, a manufacturing facility in Wooster, to small projects such as the development of the state of Ohio's initial downtown D5L liquor license language and implementation. Beginning his career as a recognized economic development professional in the city of Wooster for nearly 10 years. Justin transitioned to a leadership role at the Wooster Area Chamber of Commerce. Throughout his career, Justin has been recognized as an innovator and collaborator as he focuses on results opposed to discussion and bridges rather than walls. Justin was named the prestigious 2018 Professional of the Year by the Chamber of Commerce Executives of Ohio. He and the Wooster Area Chamber were also 2019 ACCE Chamber of the Year finalists.
02:58.53 Brandon Burton
Which I was privileged to have Justin on the show last year. And if you're interested in hearing that, that's in episode 31. But Justin's a faithful supporter of community organizations and projects, not only in his professional life, but in his personal life as well, where he sits on various committees, community and and regional boards related to economic development, chamber leadership, and service club activities. I'm excited to get into this discussion with Justin today to see what it is about the Wooster Area Chamber that is making them stand out to be selected for a second year in a row as a finalist for the Chamber of the Year. And we will get into that discussion as soon as we get back from hearing from our sponsor. Chambers are not considered for Chamber of the Year without having great programs and steady streams of non-dues revenue. I want to introduce you to a great affinity program. From Swipe It. In partnership with Chamber Chat Podcast, Swipe It is one of the best credit card processors in the business. With the Swipe It Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swipe It Affinity program can add thousands of dollars to their non-dues revenue annually. Please visit Chamberchatpodcast.com slash CC for more information and to request your complimentary cost savings analysis from the experts at Swipe It. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit ChamberchatPodcast.com slash CC to start swiping with Swipe It. Alright, Justin, we are back. If you would take a moment to say hello to the chamber champions out there that are listening and share something interesting about yourself so we can all get to know you a little bit better.
05:01.472 Justin Starlin
Yeah, Brandon, hey, thank you so much for having me on today and for all the people listening, appreciate your time as far as just listening on what's happening in Wooster, Ohio. So you might ask, well, what is where is Wooster, Ohio? Just kind of give you a reference. it is about an hour due south of Cleveland, Ohio, a small rural community. we service about fifty thousand people roughly. Our municipality is about twenty seven thousand people. and a county of just about a hundred and fifteen. So pretty small rural community, but this organization has a very rich h history, Brandon, that boasts seven hundred members, a budget of around four hundred and fifty thousand dollars, and we have four full time employees just on on the chamber end here in Wooster.
05:53.934 Brandon Burton
Right. That gives us a good little snapshot about your chamber there and maybe some of that perspective that you bring to our discussion today as you talk about what it is that that's making Wooster stand out. so I know in the the application process every every chamber submits their application with and they highlight a couple of programs, synopsis. do you mind taking us through what the those programs are that that you submitted for the Wooster chamber?
06:24.458 Justin Starlin
Absolutely. And this is our second time that you mentioned Brandon being a finalist and we're extremely honored. you know, I I think for the our synopsis there was two pieces. These are things that stand out for us is number one, we highlighted a countywide manufacturing day, which last year this is this will this fall will be our seventh year of doing that. It's hard to believe. But we boast s boast seven hundred students throughout our entire county. That visited 18 manufacturing facilities. And not just a field trip, but we've we've really ramped up our manufacturers for this to be a recruitment opportunity for them for all area students. So a very interesting day and very strongly supported throughout Wayne County here in the great state of Ohio. And then our second one, while it may not be exciting, Brandon, We do a large newsletter production. And so digital age, we're all really into that, especially with COVID coming on and kind of speeding that process up. but we still produce a paper newsletter that looks like a little newspaper that is delivered to 2100 of our membership contacts, but then also It goes to all of our community members, so roughly around twenty three thousand people in our community. So if you're a s a citizen in Wooster, Ohio, you receive the Chamber newsletter that talks about not only what our organization is doing, but what's happening in the community. And we we really have seen that pay off in dividends as far as the goodwill that the chamber has amongst citizens, knowing that we're active and making a difference here in Wooster.
08:19.424 Brandon Burton
So I think that's definitely something different than what most chambers do. And I'd I'd love for you to share maybe a little bit more about the newsletter production. And I think when you're one of those twenty three thousand people in the community and you're getting this this regular newsletter, it would be hard to say, I didn't know that the chamber does XYZ. So do you mind just expanding a little bit on that?
08:43.309 Justin Starlin
Yeah. Yeah, Brandon. you know, I think in each respective community, there is a point of, you know, we're all competing for limited or you know, finite resources as far as sponsorship money, philanthropic money, and just support from our membership. So the point I bring reason me bringing that up is this newsletter has turned into a large brand brand and marketing awareness component for our organization. We highlight again what is happening with our members. We allow members to advertise in that newsletter and every month we have a waiting list for that. So if someone is having a you know a certain anniversary or there's a recognition within a company, they can come to the chamber. And again, it's like kind of like a little mini newspaper. But also we're writing pieces and articles about what is maybe on the horizon in the community or what recently has happened. And that has become a a really important piece, we think, for the citizens, because as as you know or everybody listening today, newsprint media is slowly dying, right? So we have a local newspaper that While they physically will print this this newsletter for us, less local reporters to cover what's happening in community. And I think we've s began to fill some of that void and our brand has grown exponentially because of
10:24.3 Brandon Burton
That is awesome. So did I hear you correctly when you said there's a waiting list for the advertising in it?
10:30.124 Justin Starlin
Yeah, so I and you know, w w I like to be extremely straightforward. I mean, we will roughly spend forty to forty five thousand dollars a year on our newsletter, but we sell advertisements to our members. those members are obviously able to highlight what they're doing, and then we sell spots in the newsletter as well at a very discounted rate in comparison to what they would find just on the regular market. So it's a a way for us to bring revenue back. But every year when we're budgeting, you know, all the sponsorships and advertisements do not pay for the entire newsletter, but we look at it as a investment into our organization, into our brand, and really just a almost a public service to get that information out as to what's happening in the community. and then lastly, I think that it has led to more community engagement. people wanting to be a part of our organization and wanting to be a part of what's happening in the community, which members who are supporting us, they see that. And sponsorships or membership renewals, that I believe that that's had a direct direct correlation to that being a lot easier for us as an organization.
11:51.432 Brandon Burton
I know there's been a lot of discussion in over the last couple of years even about chambers being storytellers. And I think doing this the newsletter production is an option. That's a an an outlet for you to be able to tell the story of the chamber, what you guys are doing and and how you you serve the community. So I think that's neat. I think it's neat to get out of the the rut of of traditional it's funny. Yeah, print used to be traditional. Now you traditional is more digital, right?
12:20.014 Justin Starlin
Sure, absolutely.
12:21.16 Brandon Burton
Getting out of what what traditional is today and maybe taking a step back to to a a way some people would prefer to get their mess.
12:29.39 Justin Starlin
And it's interesting, well, this was before COVID, but you know, if you went to the dentist's office, you know, our newsprint newsletter, those as an example, my dentist who is obviously in town, you can always find a couple months of the chamber newsletter sitting out just like on a magazine. So you know, again, it we're buying into building up our brand and building up our identity and and what we see as a ever growing competitive. field for non profits, but also also bringing a service to our members as well. So it's a unique project.
13:06.52 Brandon Burton
That's awesome. Now let's take a step back and look at the the countywide manufacturing day that you guys highlight. And you'd mentioned seven hundred students visiting eighteen manufacturing facilities. what kind of results do you see out of this as far as making that introduction of the students to the manufacturing in the community? And are you able to follow through with some of that or from the employer side from the manufacturing facilities, seeing you know, how those needs are being met as far as Filling those the gaps with employment.
13:39.21 Justin Starlin
Absolutely. So let's if we can maybe just some hard numbers and and this has developed as the years have gone by, there's been some educational components to the manufacturers saying, hey, rather than just a field trip, because field trips are great. And while there's value in just getting the students into the facility, we've really worked hard with the manufacturers and their HR departments say, hey, turn this into recruitment. These there are going to be students from all over the county coming in. This is an opportunity to to you know to make an impression with them. So we've we've done that, we've grown that. I think what is probably unique out of I would challenge anybody in the in the nation to see this model is that we have 13 different school districts throughout Wayne County. They all kind of how the day works. I'm gonna cover this, Brandon. They all come to one central location in the middle of the county. each student in the school is assigned to a manufacturer of their choosing based on the information that they have learned about the manufacturing facility. We at the chamber assign 700 students. they all wear name tags where they're going in the morning, where they're going in the afternoon, and those students then have an individualized customized look at the manufacturing facilities that are of interest to them. That has resulted in we have surveys that after each stop branded where we asked the students if they would be interested in a career at the at the facility. Out of just around 700 students last year, there were 385 That responded back saying that they wanted to be connected with that facility or manufacturer rather, that they had interest in a career there. So for us to boast that we were able to connect manufacturers throughout our county, again, a smaller county, with 385 students that had interest in work at their facility, that's a great selling point for us and really shows that we're being active in.
15:57.29 Justin Starlin
One of the sexiest things going out there in the chamber and throughout the nation is workforce development. So we are we're leading that in the county and it's it's very recognized.
16:08.782 Brandon Burton
That's great. So that the other forty percent roughly of the students, did they was it a hard no? I don't want to do that and their eyes were opened, or is it they were still undecided?
16:19.894 Justin Starlin
Yeah, it wasn't a hard no. but we what we did is we would mark them down when we're running our stats as a no if they were not willing to give us an email address. So we received 385 emails. And then what's great is we broke those down into each facility and we told or we sent those to our point of contacts at each each manufacturing saying, Here's the girl or guy's name, here is their email, here's their school. and go ahead and make contact with them. So r it's really been positive and the manufacturers I can tell you this is the seventh this will be the seventh year and we have not lost one manufacturer as far as participation wise. So they're they see the value.
17:04.697 Brandon Burton
yeah. It seems like a no brainer from the manufacturer side. That's awesome. so I wanted to ask I mean, you you've highlighted some things that you guys are doing there at the Wooster Area Chamber that other chambers maybe aren't doing, but I wanted to just ask more of a an open question in your opinion, as especially as you guys are being considered as finalists for Chamber of the Year for the second year in a row. What do you feel sets Wooster apart? And what are some things that you guys are doing there at your chamber that others might not be doing?
17:42.274 Justin Starlin
Yeah, so the one thing that first off we have a very dynamic and supportive board, okay? and they're they've always said this is the first chair that I had when I came on to the chamber, he said, you know, I I don't care what we do on a daily as far as, you know, operations or what we're looking to do getting into the community development component or economic development, the one thing we always need to do is lead. Don't stand there, don't be a buy a you know a a watcher of what's happening. lead. And I think that's what we have done. So we don't shy away from taking a position, which I think many chambers do because they're worried about you know upsetting a member or losing a a member to on taking a position. And we're not against you know. going against our our local government if we feel as if our members are not being supported, you know, like they should. That has caused some gray hairs for me and also you know, stronger conversations with the board. But collectively, we know where we're headed, and we aren't we don't shy away from taking a position and being a leader. To that end, you know we've really ramped up our social media efforts, Brandon. And we're able to again through our brand, through the newsletter and through being active and being always having a seat at the table, we're able to boast we have right at it's almost 14,000 followers on a fa our on our Facebook account as an example of the size of the social media outreach that we have in this small community.
19:36.556 Brandon Burton
That is awesome. But going back to something you said about taking a position, I was thinking as a a chamber, if you truly are gonna be an advocate and a champion for your members, you do you have to take a position. You have to stand up for their rights and and for what what their interests are.
19:54.304 Justin Starlin
Yes, we we had a number of nonprofits that are in the economic development space here locally. we've ha we have multiple ch chambers in the county. A number of our larger businesses said, Hey, the state of Ohio, Governor DeWine is not you know, speeding things up, at least in their minds, to reopening the state of Ohio with COVID. And the question was posed to many of our organizations, are you communicating or what is your position in reopening the state. And that's the one thing with this with the COVID situation, Brandon, this is so polarizing. there are many people that are don't feel as if they want to leave the house, period. And there's others that will you know w want to be free and and and go as as as they may. We made a decision that we were gonna back our members and push for the reopening for businesses in the state of Ohio. We sent communications to the Ohio Chamber articulating that. We also sent a letter to our governor saying we encourage you to support business, support commerce. We need to reopen, we need to reopen now. The reason I bring that up is, you know, it's not it wasn't popular with everybody. and we took a lot of flack from citizens who felt as if we were endangering the citizens by pushing for it or being irresponsible. But I can tell you overall, I know that our members are confident that we're here if if they call or they have a question or if they need an advocate, we're here.
21:32.066 Brandon Burton
Yeah, that's a great example you just shared. You know, I thought when I asked you the question about what you guys are doing that other chambers might not be doing, I'd I kind of expected you to talk about your wiener dog races. But yeah. That's a reference back to last year's interview in episode thirty one.
21:44.226 Justin Starlin
Yeah.
21:48.62 Justin Starlin
And we're getting close. We are we actually dri we go around the state of Ohio and scout wiener dog races. Like we discussed yeah last year. We have a fall festival with a wiener dog race and this year we have we had eighty five wiener dogs in downtown Wooster. So we will have the best in the state of Ohio, it's just gonna take us a little bit.
22:08.93 Brandon Burton
That's right. So maybe shifting gears to a little bit more of a serious topic is you know, we've mentioned a couple of times already through the the COVID pandemic right now. And you guys are are are making some strides as far as being the advocate for the businesses in your community. But do you mind sharing what what other plans you have to to lead your business community through the recovery specifically over the the economic impact that so many of the businesses are facing.
22:40.93 Justin Starlin
Yes, a good example. First off, I think it's it has been very important for us to be present. And I know that that while those members who maybe didn't interact with us, our doors were open the the day that the governor's orders said, you know, office professional folks can be back back to work. We were here. And the point of that is if our members were working By God, we felt as if we should be here as well. So just that has gone a long way. but w throughout the the COVID nineteen pandemic, obviously all chambers share much information has been shared with our members. And I think we've been a good gatekeeper of information. For executives that are listening, I bet you you've been inundated with emails and webinars and you know, this guideline and that guideline. We've I think we've done a really good job of being gatekeepers and feeding relevant and timely information to our members. So that's one thing we did initially, but what we're doing now as far as we talk about recovery, a good example is in downtown Wooster. the number one draw, which our our downtown is very b vibrant, is restaurants. and so eateries, restaurants, bars. and that's really important not only for them but then also the retailers. We need, you know, we need bodies downtown. So we are physically working on legislation which will go to our city go up to City Hall, which I I previously worked, supporting the closure of roads and the closure of sidewalks and the expansion of alcoholic beverages on the sidewalks in the streets to support not not That's not a you know a a big bar crawl, but the the point is supporting those those main businesses that draw people downtown. We're trying to build you know, an atmosphere that will support them to the utmost so that they have the ability to to make it through this. That's one example. And it's it's probably not gonna be the most popular thing in a conservative community, but we feel as if if we can
25:01.826 Justin Starlin
you know, make a difference in that that way to to, you know, save some of those restaurants, we should be doing it and you know, we should be pretty aggressive about it. And we are. So
25:12.382 Brandon Burton
That's right. I think as long as we're on the topic of of COVID, I think it's it's appropriate for you to share a little bit. you have the GOJO manufacturing there in Wooster and and they're literally being lifesavers to a lot of people right now. And and I I bring it up just as a reminder that although most businesses in the country are suffering, there are some that are really doing well. And I don't know if you want to to share just a little bit about what's going on there in Wooster right now, how that's affecting your your community and and just take a stab at that.
25:49.006 Justin Starlin
Sure, absolutely. And some of the you know, I can tell you that so if you look at Wooster, Ohio, while throughout the nation manufacturing has been dying in in Wooster, we consider it king. So it's continued to grow. We have a lot of jobs, three thousand plus jobs in the automotive manufacturing sector. and then most recently, Wooster was the world headquarters if Rubbermaid Incorporated was founded here in in Wooster. And they don't have a footprint here anymore. And when they left in 2003, I'd like to tell this story. The one thing that they couldn't take from this community was a building that boasts 1.4 million square foot, the former Rubbermaid facility. And about five years ago, GOJO Industries acquired that property and have slowly been putting in hand sanitiz hand sanitizer operations and machinery. here in Wooster. They make PURELL. So talk about timely. there are expansion plans at at GOJO that really could set Wooster up to you know housing the largest hand sanitizing operation in in the world, believe it or not. And for a small community of 27,000, that makes one heck of a difference. So we've seen companies that are absolutely going gangbusters and we've seen some industries being held back just by the economic downturn that COVID has created. I think what's what we have been trying to do though is not lose focus of making sure that our community is progressive and that is continuing to look to grow and be responsive to industry when things back up. And real quick if you don't mind Brandon one thing that we are doing in that is in the midst of this pandemic, the Wooster Chamber is leading the discussion and pushing quite a bit for residential development to occur. So right now with uncertainty, we are getting flack on that saying we don't need more housing and you know, it people are pulling back. We know the writing on the wall that this community is going to recover, recover strong and the need is going to be there. So we're trying to
28:15.938 Justin Starlin
get ahead of the curve if that makes sense and be leaders in in community and economic development in that in that effort.
28:22.742 Brandon Burton
Absolutely. That seems like a smart move. Absolutely. So and Justin, as we start to to wrap things up here, I wanted to ask, yeah, as as chambers across the country kind of look up to these chamber of the year finalists as as examples, what might be one action item that you would share for the the chamber professionals listening that they could do to help take them up to the next level?
28:47.554 Justin Starlin
Yeah, good question. And this is a this is definitely my personal advice. You know, we're all embedded in the community. We love our communities that we work in. Truly periodically take a step back and and see where your community is at and what it needs. Maybe not what it needs just in the immediate moment, because we do get caught up in our schedules of I need to go to this social event. Well. in the past, I should say, right? Or I need emails or these Zoom meetings, right? but take a step back and look at what are your community, where you truly think you need it to be in the next five to seven years. Work on some larger projects that take collaboration from multiple entities and multiple individuals. And as the chamber, lead, pull them together, pull the resources, and make a difference. And I think that those are In my experience here being almost eight years, the most rewarding projects are those that didn't happen overnight, but br but involved a lot of stakeholders, involved a lot of steps, but at the end of the day we're an absolute home run. So that's what I would say is you know, challenge chamber executives throughout the nation, Brandon, to take a step back and evaluate how you can make a big difference. Because the truth is if you're working hard every day, you are making A small difference, you can make a big difference if you look back and say, Where where can we plug in?
30:21.088 Brandon Burton
That's right. fact as you were given that answer, I I love it. I I couldn't agree more, but it reminded me there a book that I was reading recently. And in the book you the author talks about looking yeah, five years into the future. It's like he says, Imagine yourself you're sitting in an airport and an old friend from high school comes up to you that you haven't seen for twenty, thirty years, however long it's been. And you know, just you're excited to see each other and and your your old buddy asks you. How are you? You know, how how's your life? And you say it's great, but you really mean it. And he says, now take a pause and think about those different areas in your life. What what makes you really mean that your life is great? And then you know, kind of going on from there to make your life be that. So I I think that applies to to what you're just saying about taking that broader, that five to seven year scope and to really make a big difference.
31:15.947 Justin Starlin
Absolutely.
31:17.942 Brandon Burton
So Justin, I know I I had asked you this question last time I had you on the show, but I'm gonna ask it again and and maybe things have changed, but as we look to the future, how do you see chambers of commerce and their purpose going forward?
31:31.81 Justin Starlin
Yeah, I think that the there's going to be those chambers that have the ability to thrive and are gonna be leaders in their community. And there are going to be chambers that don't adapt to being out front and will struggle mightily. so I think that again, just a little repetitive, Brandon, but being active, being visible, and being always pushing to make sure that you have a seat at the table. And just because just if you're at the table making sure that you're active, I think those tenements, those th those can really lead to chambers that have the ability to to really you know advance in the future. So those who are out front and being advocates for their members through you know, through social media and through getting information out what's happening in the community, I think those will be the ones that strive.
32:30.05 Brandon Burton
Well, thank you for for sharing your value and leadership with us today in this discussion. And I wanted to give you an opportunity for people that are listening, if they wanted to reach out and connect with you and maybe follow up on things that you talked about here or continue this discussion offline, what would be the best ways for them to to reach out and connect?
32:50.22 Justin Starlin
Yeah, the best way to reach out to me is email J Starlin S T A R L I N at woosterchamber dot com. And that's not that's not Worcester, Massachusetts. That's Wooster, Ohio, baby. That's W O O S T E R Ohio. no, just reach out to me and I would love to communicate with anybody who has questions on what they heard today. And Brandon, thank you for your time. Appreciate ya.
33:14.174 Brandon Burton
Absolutely. We'll we'll get that updated, your email address in the show notes for this episode, which will be found at chamberchatpodcast dot com slash episode seventy three. But again, Justin, thank you so much for being with us today and best of luck to you in the Wooster area chamber.
33:30.348 Justin Starlin
Thank you, sir.
33:33.152 Brandon Burton
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