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Brandon Burton 0:00
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.
Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.
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You’re joining us for a special episode in our 2025 ACCE Chamber of the Year Finalist Series. And our guest for this episode is Zeb Welborn. Zeb is the President of the Chino Valley Chamber of Commerce in California, and also the founder of well born social media. He’s passionate about empowering local businesses and driving community development through initiatives like upskill Chino Valley, named the 2023 Executive of the Year by W, A, C, E. Zeb brings award winning leadership and strong focus on connection, innovation and service to the chamber world. The Chino Valley Chamber was also a 2024, Chamber of the Year Finalist. So we’re excited to have Zeb back with us today here on chamber chat podcast. But Zeb, I wanted to give you a chance to say hello to everyone listening, and, as usual, share something interesting about yourself so we can all get to know you a little
Zeb Welborn 2:03
better. Yeah, hi everybody. My name is Zeb Welborn. I am President and CEO the Chino Valley Chamber of Commerce. So thank you for the great introduction. Something interesting about myself recently, because we did this last time. I don’t remember what I said last time, but let’s see. I do play soccer every Sunday, so I play adult League Soccer, so I’m playing against 18 year olds upwards, every Sunday. I do a lot of golfing. So I wrote a book about, it’s called the Social golf course, about how to do social media marketing for golf courses. And I do get a chance to play golf at least once a month or so.
Brandon Burton 2:37
That’s cool. The book is that’s something new, for sure. And even the soccer, it takes a lot to keep up physically, you know, as you get on with with years past that 18 year mark, I mean, you’re only like 21 so, you know, it’s only been a couple of years. So, yeah, yeah. But anyway, first of all, congratulations to you and your team being selected as a chamber of the year finalist again, definitely showing you guys are making an impact in the community. Tell us a little bit about the Chino Valley Chamber, just to give us an idea of size, staff, scope of work, budget, just to set the stage for our conversation.
Zeb Welborn 3:16
Yeah, we have about 400 members here at the Chino Valley Chamber of Commerce. So we are a population of about 200,000 so we cover two cities. We cover Chino and Chino Hills, located in Southern California. Our budget is about 1.2 million. We have eight staff members. When I started, our budget was significantly less than that, and we had about, we had three part time people. I was also part time. So we’ve grown a lot. I took over. It’s coming. I’m coming up on my seven year anniversary, so I took up about seven years ago. And yeah, so we’ve grown a lot. It’s been a lot of fun, very rewarding, and we’ve made it a good impact for our local businesses here in the Chino Valley.
Brandon Burton 4:00
Yeah, sounds like it sounds like a lot of growth, going from three part time to eight staff now, and growth in the budget as well. So hopefully we can hear about how some of that happened as we touch on the programs today in our in our discussion. So typically, with these chamber of the year episodes, what I like to do is focus on the two programs that were submitted on your chamber of the year application, and, you know, do a deep dive into the details of them and share with us you know what’s been working for you guys there at the Chino Valley Chamber. And we’ll dive into that as soon as we get back from this quick break.
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Brandon Burton 8:16
All right, then we’re back. As I mentioned before the break, we’re gonna we’re gonna dive into the two programs you guys submitted on your chamber of the year application. As I understand I mentioned in the bio, too upscale Chino Valley is one of those programs. Do you want to spend a few minutes telling us what that’s about? You know what the program is, the impact, the need that you guys are feeling in the community, and just kind of go from there. Yeah,
Zeb Welborn 8:44
absolutely. So we’re sorry I cut out for a second there. You’re talking about upskill Chino Valley. Yes, correct, yeah, yeah. So that is one that we did also submit last year. It came about out of COVID. So during COVID, obviously we did a lot to support our local businesses that was kind of recognized by a lot of different folks. And so when COVID hit, and shortly thereafter, what we started to realize was there is help wanted signs everywhere in our community. So every single building had a help wanted sign, and we’re trying to help solve that issue for our local businesses. So we implemented this thing that we called up skilled Chino Valley, which is kind of four different things. So it’s leadership development, it’s entrepreneurship development, it’s economic development, it’s workforce development. So we created an idea these different programs that we would implement in those four categories that would help move the needle for our businesses to try to help solve that workforce shortage, because at the same time that that was going on, where we’re identifying that there’s those issues, we were also attending US Chamber led courses that were just kind of talking about the challenges that workforce would be, that our businesses would be facing when it comes to their workforce for the foreseeable future. And so our thought was, well, let’s try to solve that for our region, and that’s the way. In collaboration with my board members, that we came up with those four different things that we identified, and each one of those four things we identified programs that fit into those categories that we could execute on as a chamber, as long as we had the resources to do so. So that’s what we pitched. We presented it to a bunch of our legislators, our county supervisor Curt Hagman, gave us some funds to help support that effort, and then our state legislators also gave us some funds to help support that effort. And so that really allowed us to start pursuing this work. So we’ve been doing it for about three years now, going on year four of our coming into our end of the three year term. So we’re going into our fourth and we’re we’ve done a lot of really positive things. We’ve checked out the economic impact of like, the work that this has done, and it’s substantial. So it’s something that we’re really excited about and proud of, that we were able to implement here in Chino and Chino Hills.
Brandon Burton 10:52
So is upscale Chino Valley? Is it a program that people apply to be a part of? Or do you guys address a need in the community and you go targeted? Or how does that has the format set up?
Zeb Welborn 11:03
Yeah, so it’s those four things. So really it was like capacity building, right? So we wanted to do a leadership program. Our community never had a leadership program, so we developed and implemented a leadership program. We developed and implemented what we call a round table program. So we were doing two round tables a month. So we’re bringing in businesses from different sectors or different challenges and discussing those needs of those businesses. We were doing entrepreneurial training, so we’re doing at least one a week. So we’re doing an entrepreneurial workshop at least once every other week. And then then the workforce front, we’ve been we’ve placed over 500 people in local jobs over the last couple of years. So that’s and we do that in a variety of different ways, but I’ll say that it’s mostly through job fairs, but there’s a whole bunch of other things that we do on that front, like one on one placements and stuff like that. So that was kind of the gist of what our upscale Chino Valley program was, or is, there? Is
Brandon Burton 12:01
Yeah, yeah. And as Have you seen it evolve at all from when you first started, as you address more of the needs that are, you know, pertinent to the community, obviously, coming out of COVID, things looked a little different than they do today. There’s a lot of similarities, still, but, but it is a different landscape. What? What have you seen as far as where you needed to make some adjustments and evolve the program.
Zeb Welborn 12:24
Yeah, I think when we started, we’re really ambitious about the scope and scale of all of the work that we’re doing. So we were, you know, like I mentioned, one a week for the entrepreneurship stuff, once a month for the round tables, the job fairs we do once every other month. We’d have a lot of different programs and a bunch of different areas. So that created a lot of logistical challenges to execute, also like the amount of time our members or their committee was willing to vote towards those kind of efforts. So we’ve kind of from the start to finish. I guess the thing is, is, how do we pair some of those things together so that we’re not doing more programmatic content than what is needed. So that’s probably the one learning curve, or a thing that’s changed since we first started, is making sure that we’re kind of putting those programs together so that it has more impact for the people that we’re serving.
Brandon Burton 13:13
Yeah. So I’m curious with these leadership roundtables and the entrepreneurship trainings, are these being done in person? Are they virtually? Are they a hybrid of sorts? Or what have you learned as you do these trainings around tables? Yeah,
Zeb Welborn 13:27
we’re kind of flexible on how we operate, because essentially what we’ve been what we’ve been doing, is you’re partnering with different entities and organizations. So a lot of the times it is in person, a lot of times it’s virtual, and a lot of times it’s hybrid. So we do a good, healthy mix of all of those things, we’re just trying to make sure that it’s as accessible as possible for the people that need it. And sometimes you want to have those intimate discussions where they’re kind of private and together here on site, at a chamber, at a different location. And sometimes it’s, it’s, it makes more sense to do it virtually, to actually execute on that work. So it’s a variety of different ways that we go about doing it.
Brandon Burton 14:02
Yeah, I can see people attending, you know, when it’s maybe they prefer in person, or maybe their schedule only allows for the virtual just maybe where they’re located or what their schedule looks like. So being able to have that flexibility, I think, is, is great. It’s great that you guys offer that. Is there anything else about upscale Chino Valley that is worth mentioning or that we need to know about before we move on to your other program?
Zeb Welborn 14:27
Well, I’ll just share that we put together an economic or an impact report every year, so we kind of analyze it. We keep all the data. We keep all the information about all the stuff that we’ve accomplished for it. And so, you know, we basically got a little bit over a million dollars of funds to start and execute these programs, and the economic impact that we provided is substantially larger when you factor in the, you know, the more than 500 people that have gotten jobs with local businesses here locally, the growth of the businesses that we’ve been able to facilitate some of the resources and programs we’ve directly, I. Given or connected our businesses with has been substantial, and so that’s kind of the thing that I like to harp on is, is this was a vision as a plan. We didn’t know exactly where it’s going to go, but as we’ve executed on it, it’s paid off way more than what was invested in us in the first place. Yeah.
Brandon Burton 15:19
So is that funding long term? Is there? Do you redress it each year to go back for the funding? Or how’s that?
Zeb Welborn 15:28
No, it’s kind of a one year allocation. So, I mean, I shouldn’t say that it was, it was given to us with a three year window, actually, when he wrote the proposal, because I had never done this before. We wrote for seven years. So it was supposed to be for seven years, is what we planned it out. And then once we, like, went through the whole process, and I was under the impression that this was, like, good to go and ready, but that wasn’t the case. It wasn’t until we actually got the the check in the bank account and stuff so and then went to the they’d give us that contract. They said, Oh, it’s not seven years, it’s three years. So we had to expend all of those things in three years. And so that’s what we’ve been working on and doing it, and our goal is to kind of create these sustainable programs. All of the stuff that we’re doing is getting invested by our community or businesses or community leaders to help make these things happen. So that’s what we were that’s what we’re counting on, and I think that that’s we’re well on our way to make that happen.
Brandon Burton 16:21
Awesome. Sounds great. So the other program that you guys submitted, CVCC future ready is, first of all, I’m guessing CV stands for Chino Valley, but tell us what it is and what the whole program is about,
Zeb Welborn 16:36
yeah. So we’re calling this CVCC future ready as a result of that upskilled Chino Valley program. You know, one of our goals is to create sustainability with this. And so we’ve developed lots of partnerships along the way, and one of those partnerships with Chaffey College, so they’re our local community college, but also with our local school districts, some of our private schools that are here locally, and so essentially, these are youth programs, so very similar to the upskilled Chino Valley work, in that we’re connecting local students with businesses and real world opportunities. So the way that this kind of lays out is is we’re doing it with internships. We’re doing it with career days. We’re partnering with Chaffey College to develop round tables so that they have access to experts like business insiders and experts to at their community college. And so basically, I’m kind of relating as anything that we do. A couple other things we do on that front is we do an entrepreneurship fair for junior high and under so these are elementary and junior high school students. We do it twice a year, and we have about 300 kids that participate in this thing. They set up their kids booths. They sell their products and services in our downtown area. Another thing we do is a pitch competition. So we do a high school like Shark Tank like petition for high school students. So they pitch their entrepreneur ideas, and we give out some funds for them to either, you know, pursue college or pursue their idea. And that’s the kind of a culmination of everything they’re doing. So the the short answer is we’re CVCC future ready is connecting our local students with real world opportunities in our business community.
Brandon Burton 18:22
I love that starting early with elementary and middle school, with these entrepreneur affairs, in the creativity that these kids will have with things, you know, to solve problems. I remember when my son was was little, his elementary school age, and he had this vision for creating this cancer curing pill. You know that had robots like Nano robots, that would go and it’s like, it seems far fetched as a kid, and now you see the development of technologies like, man, he wasn’t too far off. So how do you guys get in there with the schools and make this happen with elementary middle school, to get them on board, create the vision is there? How’s that communicated, how’s that developed at the schools?
Zeb Welborn 19:05
So it’s different for each one, and we have different relationships with each one, so it’s kind of like a culmination of relationships. One of the ladies that we brought on board, her name is Nicole Tabitha by so she’s kind of our youth program director, so she does facilitate a lot of those relationships, and that was a challenge when I started. I have a lot of high school students who would come to the chamber say, Hey, I’m looking for an internship, or I’m looking for a thing. And I was like, that’s great. I’m happy to help you. And I was excited about helping them, and I’d connect them with our local businesses. And then what would happen is, is that cycle would kind of get buried every single time there’s a new semester, we’d kind of have to start all over from scratch, and so by having somebody on staff that manages that relationship and making sure that there’s a steady cycle of of interns, but also opportunities connecting businesses with others, that’s kind of what I feel like is needed for. Yeah, especially today, where the world is changing at such a fast pace, with AI and social media and the ability to communicate with each other so quickly, and the world and the world of work is going to change so much more quickly that there needs to be a much stronger tie between businesses and our educational institutions. But the challenge is, our businesses are way too busy as our educational institutions, and so there’s no way, I think the way that the current structure looks, what I’m looking at from the outside in, is that they’re trying to do it on their own, where the educational institutions are like begging the businesses to participate into it, versus coming to us, who can play that kind of middle row and saying, We can speak on behalf of business number one. But we can also connect you with businesses, because we’re trying to solve their issues holistically and not just in that one, one case. So that’s one of the things I’m trying to get more awareness for, I guess, in our chamber industry, building that relationship between education and and local businesses. Yeah,
Brandon Burton 20:58
and I, I’ve often seen that communication going the other way too, from the businesses you know, trying to get the attention of the educators, saying, We need employees that have these skill sets. Please teach them to this. And to your point, with the changing workforce environment, things are developing very quickly with things like AI and when you’ve got a school and education system that has curriculum that has to get approved. And, you know, there’s all these steps for things to happen, and things are moving so quickly that if we can get some of these kids into the workforce as an intern to learn firsthand and see, you know, is this something that I enjoy doing, and then dive in deeper to learn about that profession, I think is the key to be that matchmaker. And sounds like you guys are doing that. Well, is there anything else, as far as the internships, or even just in general, with the CVCC, Future Ready highlights or things that have stood out to you, maybe from the career fairs or or the round tables you guys do,
Zeb Welborn 22:02
well, I think probably the most. We have lots of really good success stories. So you know, hearing from kids about how they gotta sell out of their products at those career fairs when we do those round tables like I think typically when they so, so the colleges or the community colleges will have to do these roundtables in order to approve their curriculum, or to say that they’re taking his advisory advice from these councils. And normally they’ll get a handful of people that were participating, if that so when we ever, whenever we do a roundtable, we have a healthy group of people that are showing up to those roundtables, depending on the industry. So we, we did a manufacturing roundtable not that long ago, where maybe they would get a couple of people that would show up. We had like 30 manufacturers that were present for that. So that’s a success story. We have a lot of the interns that have participated in it that are just talking about how that experience has set them up for their future careers. So that’s been exciting. We had, oh, the last thing is we, because of the work that we’re doing at Chaffey College, and also with the US Chamber, we’ve gone through the talent pipeline management program, through the US Chamber. So I’ve been trying to, like, pitch that to our community, and it hasn’t made it slowly gaining traction, but it’s one of those things you have to do a lot of seed planting and chat with different folks over time. So I think we’re going to get started implementing that this year. So that’s a whole nother level that we’re going to try to take our programming to here at the cheetah Valley Chamber.
Brandon Burton 23:28
Very cool. So I have to ask, with these entrepreneur fairs and the pitch competitions you have, what are maybe a couple of the most creative ideas that you’ve seen these kids present or sell.
Zeb Welborn 23:42
So I’ll just tell you, I mean, so a lot of kids are doing like the printing, yeah, so there’s a lot of 3d printing products and stuff that they’ll share. I did buy, I don’t think I have it anymore, but I did buy like, artwork, you know. So like, a little fourth grader was putting together artwork, and she was displaying all of her artwork, and it was adorable. So I know I’ve got it somewhere, and I used to be right here, but it’s not there anymore. And then what else I think what I see a lot of other folks like, they’re, they’re kind of taking a product that they that they were like, reselling products, basically. But that still requires a lot of ingenuity, just to be able to identify those, to bring them to the space and do it. There was one my son took a video to hold a snake. So they were selling holding onto a snake at the fair, okay, and to have a snake around his neck. And there’s, Oh, there’s one kid who I think has built a pretty successful business already. He sells candles, like homemade candles, so he’s been doing that since the first one that we started, and he’s gotten some recognition here locally. And so I think he’s done really pretty well for himself so far from what I added,
Brandon Burton 24:59
yeah. That’s cool. I love hearing those stories and and even those that are reselling products. I mean, hopefully these kids are learning how to do the market research and see what products sell and what’s worth investing into to resell. And there’s, there’s a lot of value in doing that. That’s really cool, absolutely. So I like to ask, especially as a chamber of the year finalist for listeners who are wanting to take their organization up to the next level. What kind of tip or action item would you share for those listening to try to accomplish that goal?
Zeb Welborn 25:35
I think one of the things just so I’m on the Western Association, Western Association of chamber executives board. So I’ve been doing that for a couple years, and just prior to serving on the board, you know, just like being involved in the industry in general, and I get the sense that there’s a lot of people that I always treat this like as a business, but not just a business, but like the leaders of our business or business community. So So when, when you say that, it means, like, being compensated that way. It means growing in that way. It means thinking in that way. And I think when I have some chats with like, we’re providing a service for a value, and we should receive that value for the services that we’re providing. And I think a lot of chamber executives are uncomfortable doing that, I think, and I don’t know if it’s just kind of like we’re just, we all want to be of service and help support and just do good things for people, but I think treating it like a business is, is the number one thing, and then number two is, is, I feel like setting goals for your organization that kind of hit on those metrics where you’re trying to grow revenue and grow your organization and grow your business. So when I started, I implemented, you know, this goal setting program that I think has worked really well for a chamber to help it move in a positive direction. So if there’s a book called measure what matters, which is the guys at Google how they did their goal setting for their organization, and so I’ve implemented that every year, and we’ve kind of gone through that flow. And it’s, it’s a it’s our chamber has grown every single year since I started, and I, I don’t anticipate it slowing down anytime soon.
Brandon Burton 27:17
Yeah. So aside from winning the title of chamber of the year, what are, what are? What’s a big goal that the Chino Valley Chamber is working towards right now?
Zeb Welborn 27:28
Well, right now we, we got some funding approved by our Congresswoman to build an entrepreneurship center in our community. That was, it was federally funded, so it was going through the whole process. It was good. So when the change of administration happened, that kind of got put on hold. So we’re not sure if that’s coming through or not. We think it will, but we’re still not positive. We had to resubmit everything. So everything’s been resubmitted. It’s going through the process again. They seem likely that it’ll go through, but that is something that we’re working on, is we’re operating out of a space. It’s like an old school house building. So we have eight people in this open air space. There isn’t any room for meetings or that kind of thing on site, anyways, and so that would really be something that I think would level up our chamber, is having the ability to have spaces, space for our team, but then also space to bring in our members in the community to promote their business and promote entrepreneurship and grow our business community. Yeah,
Brandon Burton 28:27
so I like asking, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?
Zeb Welborn 28:36
Well, I do really like reading like that horizons report, I think is very insightful. I think when, when we went through the process last year and kind of applying, and that was kind of when I was exposed to it for the first time, and it was 10 years it was made 10 years ago for the time that we had last year. And I mean, it was pretty spot on. And I get the sense that it’s pretty spot on. I think the one thing is, is going to be huge for every industry, not just chamber industry. So I would imagine encourage folks to get acclimated and adopted the AI, just because it makes everything so much more efficient and you can accomplish things so much more quickly. But it has a variety of other uses to it, so that’s going to change the world for every industry, I think, in in the chamber space, I do see a lot of opportunities connecting our educational institutions with our businesses, and being the mediator between those two. I think our businesses are so busy, our educational institutions don’t have the resources to do it, and so there needs to be some way to fill that void between the two. And like when, whenever we are asked to do that outreach to business, and we can bring a whole bunch of people, and it’s not it’s because we’re not just serving them for one thing. We’re serving them for everything. And then I think our educational. Institutions or government, or some ways, is being able to support that effort, because it’s going to be critical as we move forward in our in our professional careers.
Brandon Burton 30:14
Yeah, I would agree. I like that, and especially the the focus with with AI, and just recognizing it will affect every industry, and I think as chamber leaders being able to understand some of the applications and know how you can best help the businesses in your community to adapt, to adopt AI and to really lean into it, to help with some of those workforce shortages and to make things more efficient and cost efficient, and you know, all the things that you touched on, but that is a the Chamber’s role, to be that connector with the the education and the employers, to bridge those gaps and be that convener. So I appreciate that. Well, Zeb, I wanted to give you a chance to share any contact information for listeners who may want to reach out and connect with you and learn how you guys are doing things there in Chino Valley, or even learn more about the programs you guys submitted. What would be the best way for someone to reach out and connect with you?
Zeb Welborn 31:21
Yeah. So my name is really easy to find. I’m on all the socials at Zeb Welborn, so Z, E, B, it’s my first name. Well born is my last name, W, E, L, B, O, R, N. I am on all the social channels. So you can feel free to reach out to me in one of those spots, if you want to reach out via email. It my chamber email is zwelborn@chinovalleychamber.com and then our website is ChinoValleyChamber.com and you can follow us there and on all of our socials.
Brandon Burton 31:50
All right, I’ll, I’ll get that in our show notes and with your socials. I’ll, at least, you know, tag your your LinkedIn in there, so make it easy to find and connect with you, but Zeb, this has been great having you back on the show and and highlighting these programs you guys submitted, and looks like you guys are making a real difference there in the Chino Valley community. And I wish you and your team best of luck. Is 2025
Zeb Welborn 32:17
chamber of the year. Awesome. Thank you so much. Brandon appreciate
Brandon Burton 32:21
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