2015 Strategic Business Plan of the Longview Chamber of Commerce

Strategic Business Plan

2015 Leading Longview.

People. Place. Prosperity.

Advocacy & Le gislat ive Af fairs Promote and protect the interests of Longview area businesses.

Our Mission Statement

Leading Longview. People. Place. Prosperity.

Our initiative is to achieve a stronger, more sustainable and prosperous local economy and improved quality of life in Longview.

“Leading Longview. People. Place. Prosperity. is the Chamber’s 2014 - 2016 strategic plan – to support existing businesses while creating jobs and the high quality opportunities Longview has to offer. By leveraging our many strengths, we believe we can improve the local economy and further enhance quality of life for Longview residents.

Leading Longview gives our business leaders the framework for achieving these vital goals.”

— Brad Tidwell, CEO, Citizens National Bank.

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

Vision Statement 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 Core Ideology and Values CORE IDEOLOGY

We are proud to call Longview our home. A great community in which we live, work, and play. With its small town feel and proximity to larger metropolitan areas, Longview truly encompasses the best of both worlds.

We have made great strides in recent years to improve the business climate and promote the community to attract visitors, new residents and new employers. Our community is blessed with a group of dedicated leaders committed to improving Longview’s future.

There is still much to be done, however. We find ourselves today in an increasingly challenging global economy where competition is intensifying for talent and other resources. Communities around the country are working strategically to reinvent themselves. As Longview’s business leaders, we believe now is the time to aggressively leverage our assets and capabilities and become further united in our pursuit of a more prosperous community.

With this in mind, we are excited to announce Leading Longview. People. Place. Prosperity. to position our economy for business growth, attract and retain talent, and increase community opportunities. The goals, strategies, and objectives contained in this plan are achievable. Working together, we can move Longview aggressively forward.

Please join us in supporting this exciting and important Longview Chamber strategic plan. With your leadership and commitment, the Longview area will be stronger and more prosperous for generations to come.

Ken Cunningham,

Chairman of the Board

Kelly Hall,

President/CEO

We believe that together we can have a stronger voice and influence positive outcomes.

We believe Longview is a great place to live and work.

We believe that together we can develop leaders to shape Longview’s future.

CORE VALUES 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.

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.

LONGVIEW CHAMBER OF COMMERCE

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Longview Chamber of Commerce Staff

Longview Chamber of Commerce Board of Directors Ken Cunningham

Jim Barron

Tim Vaughn

Chairman of the Board

Board Member

Board Member

Good Shepherd Health System

J & J Barron Enterprises, LLC

TVaughn Builders, LLC

Kelly R. Hall, CCE IOM President/CEO

Paul Anderson, CDME Senior Vice President & Director of Communications

Wade Johnson

Jill Bayless

Chairman-Elect of the Board

Board Member

Suzanne Brown

Appointed Directors Joe Bob Joyce

Johnson & Pace, Inc.

Longview Economic Development Corporation

Advocacy & Communications Director

Amy Canton Leadership Longview Coordinator

Carrie Fisher Director of First Impressions

Roy Eon

Kara Bolster

Chairman of Finance

Board Member

Texas Bank and Trust

STEMCO

Courtney Gill YEA! Coordinator

Judge Becky Simpson

Lisa Monsivais Members Services Coordinator

Leska Parker, CMP Brad Tidwell

Pat Britton

Past Chairman of the Board

Board Member

Citizens National Bank

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Eastman Chemical Company, Texas Operations

Brett Lindig

David Hayes

Board Member

Board Member

SYSCO Food Services of East Texas, LLC

Hayes RV Center

Keith Honey

Dana Parr

Board Member

Board Member

AEP Southwestern Electric Power Company

Copeland Insurance Group

Kelly Hall

John Ray

President/CEO

Board Member

Longview Chamber of Commerce

Lively Cadillac GMC

LONGVIEW CHAMBER OF COMMERCE

Director of Development

Elaine Reynolds Councilman Richard Manley

Vice President of Event Operations

R. Manley Enterprises

Business Development and Special Events Director

Melissa Saunders Decedric Williams Program & Project Assistant

Ryan Polk Tourism Director

Our Strengths & Opportunities The Longview area has several strengths to capitalize upon and opportunities to pursue over the next few years. Leveraging our strengths and preparing for these opportunities will create business growth and prosperity for all who call Longview “home.”

Strengths • Listed by Forbes Magazine as the 6th most booming city in area growth since 2000 (2014); Milken Institute as one of the Top 10 Best-Performing Small Cities (2012); rated in 6th place among U.S. cities.

• Diversified economy with comparable share of employment in education, health services, government, manufacturing, and retail.

• Wage increases have been accelerating over the last few years.

• The area’s economic base is diversified with manufacturing, professional services, oil & gas, construction, healthcare, education, and retail.

• Jobs in mining and supporting industries have expanded in Longview.

• Proximity to Dallas and Shreveport.

Opportunities • Attract and retain skilled workers and degreed individuals in the area to meet the workforce needs of businesses.

• Job growth in construction, while relatively flat the last couple of years, should be primed for a resurgence, which creates an up-tick in new housing development and growth in the area.

• Leverage existing high-tech companies to create an incubator or offer technical skills training through partnerships and expertise from the local colleges and university.

• Growth in the area will expand the tax base which could create more government services for Longview area residents.

• Collaborations on redevelopment and revitalization initiatives to revamp the downtown district will bring new businesses to Longview and increased activity by residents.

Overview After analyzing Longview’s economic environment, strengths and weaknesses, and the needs of the business community, we are proud to present our Strategic Plan for Leading Longview. People.

Place. Prosperity.

Longview needs to ensure the next wave of economic progress. We recognize that our local economy will need to rely on attracting new employers and enticing existing businesses to fuel growth. Businesses of all sizes will need to be bold and entrepreneurial to seize growth opportunities. The Longview Chamber is committed to being a driving force and reaching out to other partners in our region and state to develop an environment that cultivates business growth and increased economic opportunities.

Leading Longview.

People. Place. Prosperity.

The strategic plan for the Chamber was developed through the efforts of the Board of Directors as they embarked upon a new 3-year strategic plan. During the initial planning discussions, board members identified two “Big Questions” that they believe must be addressed in defining the roles and responsibilities of the Chamber.

Our “Big Questions:” 1. Why does the Chamber exist?

community development Develop leaders that help to enhance the quality of life in our community.

2. What is the Chamber’s role in shaping Longview’s future?

Other questions worth considering also included “How can the Chamber’s leadership initiatives assist in achieving the community’s goals?” and “What is the Chamber’s role in attracting, supporting, and retaining young families in Longview?”

Implementing this plan will require a long-term commitment, as building a strong entrepreneurial community will take time and patience. Success will not be easy to gauge or achieve. The plan is designed to provide a clear strategic direction for the organization.

It is not meant to be static. Instead, it is made to be flexible, responding to lessons learned and emerging issues. Each year the Chamber staff will develop a business plan with tactics to advance the strategies.

Leadership Longview attendees embrace the learning experiences with industry leaders.

There are also a number of strategic concerns that we, as a resource for community prosperity, must address to ensure accomplishment of our stated mission.

These strategic concerns include: • Developing quality of place • Promoting leaders that represent the community • Expanding leadership programs • Strengthening public/private partnerships • Diversifying membership – importance of diverse points of view • Determining the Chamber’s primary roles • Effectively executing ongoing advocacy • Sharing best practices between members Leading Longview. People. Place. Prosperity. is a three-year initiative to promote our assets, strengthen our existing businesses and business opportunities, and significantly improve the economic future for all who call the Longview Area home.

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LONGVIEW CHAMBER OF COMMERCE

ADVOCACY Represent the interests of the business community at the local, state, and federal levels by advocating for issues of importance to economic and business development.

BUSINESS ATTRACTION AND RETENTION Continue to target to fill retail and commercial gaps.

Work with existing businesses to ensure they continue to thrive in the Longview Area and provide employment opportunities for the county’s citizens.

IMPROVE PERCEPTIONS Collaborate with other organizations to attract and retain a skilled workforce by leveraging Longview’s assets.

ENHANCE VALUE FOR SMALL BUSINESS AND ENTREPRENEURS Promote innovative practices, new business formation, and opportunities for business growth.

MEMBER SERVICES Provide membership benefits and services that give our members an operational and financial competitive advantage.

SKILLED WORKFORCE Lead, coordinate, and support activities that produce a globally competitive, educated, and skilled labor force and that provide quality employment opportunities.

How We’re Going to Get There Our Priority Areas 1 Advocacy/Legislative Affairs 2 Community Development 3 Economic Development 4 Tourism Development 5 Organizational Sustainability

PRIORITY 1: Advocacy “Advocating the business perspective on key issues is a basic and vital function of the Longview Chamber of Commerce. The voice of business is much louder when amplified through the combined voice of over 1,100 members and 45,000 employees. With the new LBPAC in place, we are moving to an even higher and more focused and concentrated level of advocacy on behalf of our members.”

Keith Honey External Affairs Manager AEP-Southwestern Electric Company Overall Goal: Promote and protect the interests of our Longview area businesses.

Strategy 1: Advocate support for the City of Longview’s Comprehensive Plan.

Objectives: • Create a plan to help educate the membership on the importance of implementing and supporting funding initiatives.

• Foster support and facilitate two-way conversations among stakeholders.

• Create a task force for legacy development and to identify corporate and individual benefactors to sponsor initiatives throughout the City.

Strategy 2: Influence public policy on specific local issues through the LBPAC. Objectives: • Create an understanding of the purpose of the LBPAC. • Define key issues to be advocated by the LBPAC. • Create and execute on the deliverables of the LBPAC. • Create a sustainable funding mechanism for the LBPAC. Strategy 3: Influence public policy at all levels of government.

Objectives: • Stay abreast of rules, regulations and ordinances that impact business.

• Collect input from members on issues that impacts them.

• Educate, and inform members to create and act on well considered public policy.

• Foster partnerships with other entities (Government, LEDCO, SBDC, etc.) to protect interests of business.

• Serve as the voice of business with local, state and federal policymakers.

• Develop and implement a legislative scorecard.

• Continue to support the City with code enforcement businesses to upgrade and maintain an attractive environment in the downtown area.

2014 InterCity Visit to Greenville, South Carolina

LONGVIEW CHAMBER OF COMMERCE

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PRIORITY 2: community development “Longview is a community of hospitable people located in the most beautiful region of Texas, the nation’s center of economic opportunity. What a solid foundation on which to build a unique quality of life! The business community through the Chamber can lead the way in crafting a vision for the future of Longview.”

Dr. Dale Lunsford President

eco n o m i c development Create a stronger, more sustainable and prosperous local economy.

LeTourneau University

Overall Goal: Develop leaders that help to enhance the quality of life in our community.

Strategy 1: Continue to provide exceptional Leadership Training.

Objectives: • Form a 501 (c) 3 foundation to generate additional revenue opportunities for training opportunities for programs like Leadership Longview and YEA!.

• Change Leadership Longview into a year-long introductory program that allows graduates to be inducted into a more prestigious working group of leaders.

• Develop advanced opportunities for the Leadership Longview Alumni Program.

• Leverage the Winter Summit to support the City of Longview’s Comprehensive Plan and to develop Leadership Longview graduates as ambassadors of support.

• Continue to promote and enhance Leadership Longview and YEA! programs.

• Explore other opportunities to enhance leadership engagement.

Strategy 2: Lead the revitalization, development and promotion of downtown Longview.

Objectives: • Execute on the Urban Main Street Contract which focuses on the four points: promotion, economic restructuring, design, and organization.

• Support the development and implementation of the City’s master plan to transition downtown Longview into a vibrant, pedestrian-friendly urban village offering products, services, arts and entertainment that better reflects our community’s rich and diverse heritage.

Strategy 3: Continue to practice economic inclusion by encouraging participation from Longview’s diverse business community.

Objectives: • Continue to benchmark best practices from other communities.

• Plan for the Chamber’s 100th birthday celebration in 2016.

• Continue to organize and promote participation in annual InterCity Visits.

PRIORITY 3: economic Development “The Longview Chamber of Commerce understands that a community is only as strong as its ability to support the well-being of its residents. We believe the most critical part of our mission is to help facilitate and support the growth of our local and regional economy.

With economic growth comes more jobs, a growing and diverse tax base, commercial and retail development and an improving education system and quality of life for our residents.”

Brad Tidwell CEO Citizens National Bank

Overall Goal: Create a stronger, more sustainable and prosperous local economy.

PRIORITY 4: TOUriSM Development

Strategy 1: Remain a key partner for entrepreneurial activity.

“Tourism brings vitality and dynamism to cities and is a key economic driver to many. Numerous cities have shown it can play an important role in terms of employment, income and maintenance of urban infrastructure and public services. Longview, situated in beautiful East Texas, has a lot to offer and the Chamber’s focus on tourism development is an important ongoing initiative.”

Objectives: • Continue to provide signature events to celebrate Longview entrepreneurs.

• Continue to provide education and support for existing enterprises.

• Enhance Chamber University to meet the emerging needs of entrepreneurs.

• Continue to provide professional development courses in a class setting and through the E Learning Center.

• Continue to collaborate with LEDCO, LETU, and SBDC. • Promote entrepreneurship as a career option by providing middle and high schools with speakers from the business community through YEA!.

Strategy 2: Support continued development in Longview.

Objectives: • Increase the Longview/Gregg County tax base.

• Enhance and expand “Save Local Now.” • Continue to foster relationships with realtors, property owners, and economic development partners.

Strategy 3: Market Longview as a destination to live, work and play.

Objectives: • Continue to identify cutting-edge opportunities to support workforce development initiatives.

• Continue to engage the workforce in two-way conversations on key community issues.

• Continue to provide in-house and online workforce development training.

• Partner when opportunities arise with other organizations to provide training to existing companies.

• Continue with Business Retention outreach calls to member companies.

Roy Eon Texas Bank & Trust

Overall Goal: Establish the Longview area as the desired destination for visitors.

Strategy 1: Market Longview as a destination.

Southern Traveler Magazine Ad

Objectives: • Execute on the Convention and Visitors Bureau contract.

• Continue to participate in state and regional CVB meetings.

• Foster relationships with other tourism groups/agencies.

• Create a marketing plan to promote the Longview area and attract visitors.

• Develop and distribute marketing materials.

• Attend travel shows to promote Longview.

• Manage the community calendar.

• Fulfill visitors’ requests about Longview attractions and activities.

• Bring in SMERF group meetings.

• Service conventions.

Strategy 2: Demonstrate the value of marketing initiatives.

Objectives: • Conduct economic impact studies/reports.

• Collect feedback from tourism groups, agencies, and SMERF coordinators.

LONGVIEW CHAMBER OF COMMERCE

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Overall Goal: Create a stronger, more sustainable and prosperous local economy.

PRIORITY 4: TOUriSM Development

Strategy 1: Remain a key partner for entrepreneurial activity.

“Tourism brings vitality and dynamism to cities and is a key economic driver to many. Numerous cities have shown it can play an important role in terms of employment, income and maintenance of urban infrastructure and public services. Longview, situated in beautiful East Texas, has a lot to offer and the Chamber’s focus on tourism development is an important ongoing initiative.”

Objectives: • Continue to provide signature events to celebrate Longview entrepreneurs.

• Continue to provide education and support for existing enterprises.

• Enhance Chamber University to meet the emerging needs of entrepreneurs.

• Continue to provide professional development courses in a class setting and through the E Learning Center.

• Continue to collaborate with LEDCO, LETU, and SBDC. • Promote entrepreneurship as a career option by providing middle and high schools with speakers from the business community through YEA!.

Strategy 2: Support continued development in Longview.

Objectives: • Increase the Longview/Gregg County tax base.

• Enhance and expand “Save Local Now.” • Continue to foster relationships with realtors, property owners, and economic development partners.

Strategy 3: Market Longview as a destination to live, work and play.

Objectives: • Continue to identify cutting-edge opportunities to support workforce development initiatives.

• Continue to engage the workforce in two-way conversations on key community issues.

• Continue to provide in-house and online workforce development training.

• Partner when opportunities arise with other organizations to provide training to existing companies.

• Continue with Business Retention outreach calls to member companies.

Roy Eon Texas Bank & Trust

Overall Goal: Establish the Longview area as the desired destination for visitors.

Strategy 1: Market Longview as a destination.

Southern Traveler Magazine Ad

Objectives: • Execute on the Convention and Visitors Bureau contract.

• Continue to participate in state and regional CVB meetings.

• Foster relationships with other tourism groups/agencies.

• Create a marketing plan to promote the Longview area and attract visitors.

• Develop and distribute marketing materials.

• Attend travel shows to promote Longview.

• Manage the community calendar.

• Fulfill visitors’ requests about Longview attractions and activities.

• Bring in SMERF group meetings.

• Service conventions.

Strategy 2: Demonstrate the value of marketing initiatives.

Objectives: • Conduct economic impact studies/reports.

• Collect feedback from tourism groups, agencies, and SMERF coordinators.

LONGVIEW CHAMBER OF COMMERCE

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PRIORITY 5: ORGANIZATIONAL SUSTAINABILITY “The Longview Chamber of Commerce has made organizational sustainability a top priority in its Strategic Plan. We are working in the present, using evaluation and innovation, to be certain that the Chamber’s future is strong, allowing us to be the solution leader for Longview area businesses for years to come.”

Dana Parr Copeland Insurance Group

Overall Goal: Position the organization and the staff for long-term success.

Strategy 1: Strive for Operational Excellence.

touris m d ev elopme nt Establish the Longview area as the desired destination for visitors.

Objectives: • Provide cutting-edge technology to achieve increased productivity, efficiency and effectiveness.

• Protect and improve the Chamber facilities to create a safe and efficient work environment and provide a warm and welcoming environment for visitors.

• Attract and retain executive level Chamber professionals and support team members.

• Continue to invest in professional development opportunities to enhance staff skills.

• Begin preparation for the renewal of the Chamber’s 5 Star Accreditation with the U.S. Chamber of Commerce.

Strategy 2: Remain the lead in convening key stakeholders to drive Longview’s future.

Objectives: • Maintain the Board’s role and effectiveness in developing a strong vision for the Chamber’s long-term sustainability.

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LONGVIEW CHAMBER OF COMMERCE

• Elevate our Board’s leadership role in representing members through civic discussions and community engagement.

• Grow the organization’s effectiveness, influence and sustainability through collaboration and partnerships.

Strategy 3: Remain the number one choice as THE SOLUTION LEADER for access and resources for Longview area businesses.

Objectives: • Determine best practices in Chamber membership investment levels and benefits.

• Continue to engage a new generation of business leaders.

• Continue to strengthen relationships with key stakeholder organizations.

Summary To be successful, we need leadership as well as involvement from a broad base of community leaders.

The Longview Chamber of Commerce will provide the staffing and overall management of this plan, but the execution of these priority goals and the opportunity to succeed rests with leaders who will be the ambassadors of Longview.

This plan is distinguished by its aggressiveness, transparency and commitment to evaluating its progress by established benchmarks. This plan will be achieved through strong leadership, dedication, and broad collaboration. We will know which goals we are achieving and which need more attention, but we need your leadership to make it happen.

Leading Longview. People. Place. Prosperity.

Join our efforts to Lead Longview.

O R G A NIZATION AL SUSTAIN ABILITY Position the Chamber and staff for long-term success.

410 North Center Street Longview, TX 75601 903.237.4000 Fax 903.237.4049 www.longviewchamber.com