2011 Annual Report for the Longview Chamber of Commerce

ANNUAL REPORT Leading Businesses.

Leading Communities.

2011

ANNUAL REPORT Our Vision

To be recognized as an effective resource, providing relevant, innovative, and impactful programming that ensures a healthy business climate and an enhanced quality of life for Longview and Gregg County.

Our Mission

To engage in and promote projects with a positive economic impact on the Longview Trade Area.

Our Core Values and Guiding Principles

Strengthen the Local Economy Promote the Community Provide Networking Opportunities Represent the Interests of Business with Government Build Community Leadership and Development Programs

Our Brand Promise

Longview offers an authentic East Texas experience for visitors, residents, and business. The people are friendly, possess a can-do attitude, and are hard working. Our healthy economic environment attracts businesses: job opportunities, strong/affordable workforce, retail, dining and manufacturing.

Dear Chamber Family: Together we rang in 2011 with many reasons to celebrate and count our blessings.

The strength of Longview’s business climate is evident when compared with other communities across the state and for this we are all thankful.

In a robust economy, the Chamber is there to promote your business. In lean

times, our Chamber rises to the challenge set before us and fills in the gaps such as

promoting entrepreneurialism and start-up businesses throughout the City, proposing alternate ways to communicate with potential clients, and providing cost effective networking workshops and on-line help centers.

The Chamber recently opened the new Visitors Center to welcome our out-of-town guests and educate our residents to all Longview has to offer.

The Chamber is now leading the charge for retail/commercial recruitment and

expansion and continues to work closely with LEDCO and the City of Longview to pursue new and innovative ways to attract new business and services to our beautiful home.

Through continued emphasis on strengthening our local economy, promoting

our community, and advocacy, the Chamber monitors movements in Austin and

Washington D.C. and brings relevant issues forward to the membership for review and action.

The Chamber is committed to the core value of taking care of business in Longview.

Thank you for allowing me to serve as your 2011 Chamber Chairman. Hang on as we fly into 2012 – don’t get left behind, become an active part of your Chamber.

Spirited, strong and committed, the Longview Chamber of Commerce offers so many ways to promote your business and your community.

Stay tuned.

Sincerely,

P. Anne Hugman

Real East Texas

You’ll Find it Right Here!

What does the Chamber Do? Strengthen

the local economy by researching and providing available resources to grow our local businesses.

Promote

the community by marketing Longview as a destination for new businesses, tourists, active older adults, and potential employees.

Provide

networking opportunities by organizing and hosting a myriad of seminars, events, etc. for our chamber members.

2011

A YEAR OF EXCELLENCE 2011 was a year of excellence for the Longview Chamber of Commerce. In August the Longview Chamber was the recipient of a 5 Star Accreditation through the U.S. Chamber of Commerce. This prestigious honor put the Longview Chamber among the top 1% of chambers nationwide.

The Longview Chamber of Commerce was also a finalist for Chamber of the Year as recognized by the American Association of Chamber Executives. A first time applicant, the award recognizes excellence in operations, member services, and community leadership.

Represent

the interests of business with government by building relationships with governmental agencies and effectively voicing the needs of area businesses.

Build

community-wide leadership by encouraging and developing a shared vision for the future of Longview and collectively influencing stakeholders to make it happen.

President/CEO Kelly Hall shared, “I am honored we were recognized as a 5 Star Chamber. The Accrediting Board highlighted several areas that were excellent. These are a few that really made me proud. YOUR Chamber will continue to strive for excellence and mold programming needs to meet the needs of our customers...

OUR MEMBER INVESTORS!�

Meeting the Needs of our Members Improved Communications and Access to Information Engaging members through the Chamber’s websites and social media platform continues to allow the Chamber to stay on the cutting edge of communications. The use of electronic newsletters, social media sites, LongviewVotes. com, MyChamberApp, and a new mobile messaging device, the Chamber serves as an example for using electronic means, in addition to the printed word, to keep its membership informed, educated and in the forefront of important issues and events that affect the business world on a daily basis. The Chamber Buzz and the Longview Progress Report continue to provide members and the community with important information on a weekly and bi-monthly basis respectively. In 2011 the Longview Chamber conducted a Communications Survey of its membership, gaining their input on how they would prefer to receive Chamber communications. A new membership marketing piece was also developed to continue the Chamber’s successes in gaining new members and informing current members of the numerous opportunities their membership affords.

Longview Main Street and the City of Longview partnered in the passage of Way Finding ordinances for our city in 2011.

Influence and Access At a New High The Longview Chamber provides the avenue to access local and national leadership through its State of the City Address, Elected Officials Reception, and Gregg County Days in Austin. In 2011 the East Texas Coalition was formed as a regional effort of local chambers including Tyler, Gladewater, Longview and Kilgore to serve as a collective voice in Austin with over 100 local leaders representing our area in the spring of 2011. The Longview Chamber of Commerce continues to be The Voice of Business for our Chamber members.

Transportation priorities, healthcare, tort reform, legislative advocacy, and employment relations are just a few of the issues your Chamber works on to represent your interests.

Business Education Boosts Bottom Lines Created in 2005, the Business Education Series has provided more than one thousand business people with valuable insight, education, and tools of the trade to help them increase productivity and profits. Some of the most popular seminars were in the areas of customer service, social media, and home-based basics.

Increased Awareness and Understanding The Longview Chamber of Commerce, Main Street Longview, and the Convention and Visitors Bureau continues the community-wide branding initiative which has provided Longview with an understanding of who we are, what we value, what we offer to others, and how to promote the uniqueness of Longview.

From our Urban Main Street designation to the national recognition and official seal of “Retirement Certification,” Longview truly is Real East Texas Living – a great place to live, work, play and retire. Longview’s downtown Main Street District has been recognized as a 2011 National Main Street City for achievement of excellence as well as being recognized by the National Trust for Historic Preservation.

The BES expanded to include Behind the Scenes retail assessment, customer services seminars, marketing, and advertising events. The Longview Convention and Visitors Hospitality Training Program expanded this year to become a much sought after bus tour highlighting the many great things to do in our area. The Chamber also launched a new online tool for business start-up or expansion – Tools for Business Success. The Chamber continues to provide local businesses with topical, relevant information that aids their day-to-day operations.

Community Pride and Beautification Efforts Beginning in 2006 and continuing today, the Longview Chamber has been a strong advocate for Keeping Longview Beautiful. As recently as 2008, the Chamber was a strong partner in supporting the request and receipt of the One Hundred Acres of Heritage Main Street’s $30,000 for its Façade Improvement Grant Program. Maintaining the character and beauty of Longview remains a high priority for the Longview Chamber.

Leadership Identification and Development The Chamber’s support of Leadership Longview (now in its 30th year) and its Alumni Group has been an important part of nurturing and empowering community leaders in the area. This year, Leadership Longview completed a healing garden for clients of The Arc of Gregg County. The Leadership Alumni Network hosted three events in 2011.

KEY STRATEGIC ISSUES UPDATE As identified in the Business Plan for 2010, these issues provided general direction for the Chamber for the next three to five years and addressed every major area of the Chamber’s mission and core value statements and business environment.

Progress has been significant in the past year. As a reminder, the four Key Strategic Issues were deemed to be: • Membership Development • Business Development • Community Development • Business Advocacy

2011 PROGRESS REPORT ON KEY STRATEGIC ISSUES Membership Development

FOUNDATIONS FOR THE FUTURE Key Indicators of Strategic Advancements A road map for the next three to five years was developed by current and past board members, focus groups, interviews and using the results of feedback from Vision 2010 and 2015 community surveys.

Every aspect of the Chamber was examined and key performance standards as well as benchmark measurements were developed. This solid foundation provides the Chamber with the pathway for guiding the organization, our strategic partners, and future leaders in the continued success of Longview as a great destination, home or place of business.

2011 Top Ten Reasons Why Longview is the Best in Texas and the Nation!

• Chamber of the Year Finalist • 5 Star Accreditation through U.S. Chamber • Wayfinding Project in partnership with the City of Longview • Created Meeting Planner’s Guide • Mobile Site for Chamber • New Membership Brochure • New Visitors Center • Contracted with LEDCO for Retail/Commercial Recruitment and Expansion • Total Resource Campaign – 1st annual Campaign, which exceeded its goal • Expanded hospitality training into bus tour

• Total Resource Campaign – 1st annual campaign which exceeded its goal of $250,000.

• The Chamber sustained ongoing, consistent membership recruitment year-round and added 120 new members in 2011, utilizing staff, volunteers and commissioned sales representatives.

• The Chamber continued to enhance consistency and impact of the Longview Progress Report and the Chamber Buzz, as well as sustain other member communications through utilization of technology and online capabilities. This created broader awareness of the Chamber’s goals and results, increased participation in programs, and added value to the membership.

• The Chamber continued to publish the annual Chamber Resource Guide & Directory with Uniquely Longview as well as maintaining an effective membership-based website.

• The Chamber continued to utilize a member-feedback system to monitor needs, results and interests of members, including customer surveys, member testimonial forms, and use of the Chamber Ambassadors and Board of Directors.

• The Ambassadors grew this year from a participation of 40 to 49. The Ambassadors volunteered in a total of 85 Chamber events in 2011.

• The Chamber created a new membership brochure highlighting our core values and featuring some of our key Chamber volunteers in the promotion and marketing of the Longview Chamber.

Business Development

• Obtained Retail Development Contract from Longview Economic Development Corporation.

• Continued to assist existing business by providing connections to resources that will help businesses thrive in a challenging economic environment.

• Coordinated the Business EXPO and recognized our member businesses in the following categories: Small Business of the Year, Entrepreneur of the Year, Minority Business of the Year, Family-Owned Business of the Year, Spirit of Entrepreneurs, and Tourism Partner of the Year.

• Partnered with LEDCO for Spring ICSC Trade Show.

Business Advocacy The Chamber’s advocacy efforts and policy positions resulted in: • The Chamber’s President now serves on the U.S. Chamber’s Committee of 100 as a representative of our area, providing a local voice in national planning meetings.

• The East Texas Corridor Council now has the Chamber’s President as an active member as it considers issues related to rail in our region.

• LongviewVotes.com website has been enhanced to allow for broader dissemination of surveys, messaging, and information regarding current legislation at the state and national levels.

• Multiple participants from the Chamber staff and membership attended the U.S. Chamber Regional Governmental Conference.

• The Chamber had a presence at Texas Association of Business Annual Conference, with the President serving on the TAB Board of Directors and the Strategic Planning Committee for Advocacy.

• The Chamber hosted approximately 100 participants at the Elected Official Reception.

• East Texas Coalition was formed as a regional effort of local chambers including Tyler, Gladewater, Longview and Kilgore to serve as a collective voice in Austin with over 100 local leaders representing our area in the spring of 2011.

Redevelopment

Community Development

• Maintained, coordinated and managed the annual Leadership Longview program.

• Continued to increase participation and support of the Leadership Longview Alumni Network.

• Continued to provide staff support for Keep Longview Beautiful.

• Secured signage for Texas Department of Transportation project.

Chamber led efforts to help businesses in the central business district: • Longview Main Street Façade Improvement Grant Program provided matching grant assistance to four downtown buildings. The projects encompassed Methvin, North Center, East Tyler, and Fredonia Streets.

The total grants awarded for 2011 were $30,000. The total amount of façade grants awarded year-to-date is $105,000.

• Increased Downtown Market vendors from 29 to 34.

• Increased Art vendors at AlleyFest from 108 to 110.

• Increased Christmas Parade entries from 102 to 110.

OPERATIONAL GOALS ACHIEVED IN 2011

• Worked with Uniquely Longview to develop a

geocaching experience in Longview to help promote our attractions and the family-friendly activity of geocaching.

• Created and opened an on-line store so that locals and visitors could purchase various items with the

The Board of Directors and membership identified a variety of goals for streamlining and re-appropriation of resources within the organization itself during the 2011 fiscal year.

The following are the indices of success in this area:

Longview logo.

traffic on I-20 near Canton, Texas.

• The Longview Chamber of Commerce achieved a 5 Star Accreditation through the U.S. Chamber.

• The Longview Chamber was selected as a Finalist of the Year through the American Association of Chamber Executives.

• The Chamber reorganized staff to more effectively serve its membership and align its resources with operational goals.

A YEAR OF GROWTH AND ACCOMPLISHMENTS

• The Chamber added 120 new members during 2011, held 85 ribbon cuttings, and hosted four Membership Luncheons with hundreds of attendees.

• Conducted 12 Member2Member orientation sessions with over 100 participating.

• Hosted 15 Business Development Programs to benefit members.

• The organization secured contracts for operations of the CVB and Community Development, and a HUD grant with the City to administer BCDG façade grants as well as a Retail Development contract from Longview Economic Development Corporation.

• Events continue to grow and be successful for the Chamber. From the PARBUSTERS Golf Tournament to the East Texas Outdoor Expo (formerly the East Texas Boat, RV and Camping EXPO), these events shine a strong and favorable light on Longview and are reasons to celebrate.

Convention & Visitors Bureau Accomplishments

• Real East Texas Friendly Hospitality Training Program was changed to incorporate a luxury motor coach tour of our local attractions. Two programs have been conducted using this new format, and the success and response have been overwhelming. The last program held October 21, 2011 sold out two weeks prior to the training.

• Remodeled and enlarged the Visitors Center to better enhance a visitor’s experience along with adding the TV screens to promote and display videos of our events.

• Placed advertisements in nine annual publications and 18 monthly/quarterly publications.

• Redesigned and published new Visitor’s Guide.

• Continued outdoor advertising reaching eastbound • Renewed presence at trade shows and travel expos,

including the Texas Agriculture Expo and the State Fair

of Texas.

• Implemented new monthly email marketing campaign with Exact Target.

• Expanded on-line promotions through partnership and click-through banner ads on Texas Highways,

Texas Monthly, AAA publications, and other travel information resource websites.

• Worked cooperatively and in support of the City of Longview’s campaign toward the retirement age market.

• Assisted Longview Main Street with increased

promotion of Downtown Longview and new shops and eating establishments.

• Continued to promote the arts in Longview by

highlighting already existing visual and performance art.

• Focused efforts to promote the public schedule of

events at LeTourneau University’s S.E. Belcher Chapel & Performance Center.

• Continued services to all visitors and meeting delegates and attendees.

• Expanded the use of video on YouTube and on CVB and Chamber websites.

• Advertised with Texas Country Reporter television show

with commercials airing a minimum of 12-15 times in a six-month period.

• Mailed 5,121 visitor brochures via individual

request; 7,649 ebrochures were also downloaded.

• Provided services to over 61 groups, including 3,532 welcome bags.

• Distributed visitor brochures to other chambers and travel centers:

- Downtown brochures

- Balloon Race rack cards - Historic Oil Field

1,600

3,100 75

- Visitors Guide

8,445

- NETTC Festival Guide

3,345

- NETTC Map - Visitors Map

- 10 Things to Do

3,600 400 500

Highlights of Accomplishments 2006

2007

2008

2009

2010

2011

Launched Branding Campaign

Recertified as a Main Street Community

Launched downtown façade grant program

Sensible Solutions: Non-subscriber Insurance

ChamberChoice United Healthcare

5 Star Accreditation from U.S. Chamber

Completed $150,000 in building improvements

Real East Texas Brand Comes Alive

Formed Leadership Alumni

Membership Drive: 287 new members

Partnered and completed organizational review with LEDCO

Chamber Finalist of the Year

Developed sales plan to attract small meeting planners to bring conferences to Longview

Facilitated groups that organized the successful City Bond election

Supported the City of Longview’s bid to become a Certified Retirement Community

Launched and hosted Hospitality Series

Launched MyChamberApp to promote Chamber members

1st Total Resource Campaign – exceeded goal

Formed alliance with Keep Longview Beautiful and City of Longview to provide staff support

Hosted 1st Candidates Academy

Completed $75,000 in draining and parking repairs

Partnered with City of Longview to develop Way Finding Signage Program

Launched new Mobile Messaging Service to promote Longview

Way Finding Program implementation began Visitors Center

Longview Chamber of Commerce Awards of Excellence American Chamber of Commerce Executives

– 1st Place Marketing Award for Best Event Invitation 2010

– 1st Place Communications Award Branding 2007

– Chamber Finalist of the Year 2011

– 1st Place Marketing Award for Best Event Program 2010

– 1st Place Marketing Brochure Award Uniquely Longview 2007

– 1st Place Marketing Award for Best TV Promotion 2010

– 3rd Place Marketing Awards AlleyFest 2007

– 1st Place Best T-Shirt Design 2007

– 3rd Place Communications Award Newsletter 2007

– Honorable Mention for Branding Campaign 2010

Texas Festival & Events Association – Best Single Newspaper Display Ad 2011

– 1st Place Marketing Award Best Newspaper Insert/Supplement 2006

– Best Printed Materials 2011

– National Main Street City 2011

– Best Outdoor Billboard 2011

Texas Chamber of Commerce Executives

– Best Hat 2011

– 1st Place Newsletter Award 2011

– National Main Street City 2009

– Best Magazine Display Ad Under $75,000

– 2nd Place Social Media Award 2011

– National Urban Main Street City 2008

– Best Event Program Under $75,000

– 1st Place Marketing Award 2010

– Best Newspaper Insert/Supplement Under $75,000

– 2nd Place Marketing Award 2009

– Best Miscellaneous Printed Materials Bond/Multiple-Page Entry Under $75,000

– 3rd Place Website 2011

– 2nd Place Newsletter Award 2009 – 1st Place Website Award 2008 – 1st Place Newsletter Award 2008

– Best Ad Series Under $75,000

– 2nd Place Marketing Award 2008

– Best Event Invitation Under $75,000

– 1st Place Campaign Award 2007

National Trust – National Main Street City 2010

– United States Chamber of Commerce 5 Star Accreditation

Awards

Entrepreneur of the Year – Sam Smead Photocreative Manufacturer of the Year – Bates Container

Minority Small Business Champion of the Year – Edible Art Speciality Cakes & Cookies, LLC

Health Care Professional – Dr. Lynn Fitzgerald Chairman’s Award – Gregg County Judge Bill Stoudt

Family-Owned Business of the Year – The Ward Agency Small Business of the Year – Johnson & Pace Incorporated

Dr. Sam Mack Lifetime Achievement Award – Dr. Oscar Chastain and Dr. David Sadler

Spirit of Entrepreneurs – Magan Tyler, Paul Henry, Alaxic Smith, Spencer Smith Ambassador of the Year – Anne Rush

Health Care Volunteer of the Year – Glen Brown

Committee Chairperson of the Year – Kim Droege

Large Business of the Year – Wal-Mart

Tourism Partner of the Year – Dr. Bill Bussey

officers

2011 LONGVIEW CHAMBER OF COMMERCE

Anne Hugman

Keith Honey

Hugman Architecture & Construction, Inc.

AEP Southwestern Electric Power Company

Jim Kendrick

Darrell Rachels

Chairman of the Board

Immediate Past Chairman of the Board Longview Regional Medical Center

Dr. Dale Lunsford Chairman Elect of the Board

Divisional Chair

Divisional Chair

Eastman Chemical Company

David McWhorter Divisional Chair

LeTourneau University

Gans & Smith Insurance Agency

Shane Best

Kelly Hall

Chairman of Finance

President

Texas Bank and Trust

Longview Chamber of Commerce

directors Richard Andrews

John Cox

Dianne Swank

STEMCO, LP

Wellness Pointe

Jon Ray

Tim Vaughn

Director

Director

Good Shepherd Medical Center

Lively Cadillac GMC

TVaughn Properties, LLC

Cathy Cace

Dave Spurrier

Director

Ed Banos Director

Director

Cace’s Seafood and Steak House

Director

Director

Wells Fargo Advisors, LLC

Director

appointed directors Shelby Snell

Appointed Director

Judge Bill Stoudt Appointed Director

Oleum Operating Co, LC

Gregg County

Kelly Hall

Lisa Null

903-237-4004 president@longviewtx.com

903.237.4013 membership@longviewtx.com

Paul Anderson

Margie Harris

staff President

Senior Vice President 903-753-3281 lcvb@longviewtx.com

Leska Parker

Chief Operating Officer 903-237-4010 bmanager@longviewtx.com

Membership Services Clerk

Tourism Services Coordinator

903-753-3281 info@longviewtx.com

Amy Tatum

Membership & Public Affairs Director 903-237-4029 community@longviewtx.com

Mary Whitton

Elena Guilbeau

903-237-4003 programs@longviewtx.com

903-753-3281 meetings@longviewtx.com

Elaine Reynolds

Carrie Fisher

Program Coordinator

Vice President Downtown Development 903-237-4040 downtown@longviewtx.com

Mitzi Barnes

Special Projects Coordinator 903-237-4021 projects@longviewtx.com

Convention Sales Manager

Director of First Impressions 903-237-4000 info1@longviewtx.com

Mayor Jay Dean Appointed Director City of Longview

The Chamber Twitters and Other Social Networking

The Chamber of Commerce continues to embrace technology to remain relevant to Chamber members, community leaders, and volunteers.

In addition to regularly updating the website, the Chamber is also engaged in the social media networking sites Facebook, Word Press, LinkedIn, Twitter and YouTube.

Staying Connected

LinkedIn Join the Longview Chamber of Commerce Company Page and Group

Facebook Fan Pages www.facebook.com/longviewchamber www.facebook.com/downtownlongview www.facebook.com/visitlongviewtx

Twitter www.twitter.com/LongviewChamber www.twitter.com/longviewtexas

www.twitter.com/visitlongviewtx

YouTube www.youtube.com/LongviewChamber

WORD PRESS www.businessinlongview.com

410 N. Center St. • Longview, TX 75601 • 903-237-4000 • Fax 903-237-4049 www.longviewchamber.com