2023 Annual Report
In the Partnership’s 40-year history, there hasn’t been a more successful year. Record high investment, job announcements, and business inquiries combined with increased net in-migration, new talent initiatives, a placemaking strategy that continues to pay dividends, and forward-thinking stakeholders, it’s easy to see why 2023 was our BIGGEST year yet.
Making History to the Tune of $387 Million
With 2023 marking 40 years for the Roanoke Regional Partnership, how does one celebrate a milestone anniversary? How about with $387 million in economic impact.
This business is about relationship building, and because of solid local partnerships with public and private investors and great rapport with site consultants and state agencies, we’ve continued to help grow business investment, create jobs, develop outdoor assets, and attract talent to the region.
Most Business Inquiries Ever
Aggressive travel schedules. Familiarization tours. Digital and place marketing. With these efforts and touchpoints combined, the word is officially out about the Roanoke Region.
The Partnership’s strategic marketing efforts have made this region a household name in the economic developer world. This year saw 476 business inquiries–a record number for the region.
Record Announced Employment
Thanks to expansions by Wells Fargo, Layman, Altec, Wabtec, and Eldor, and relocations by STS Group and New Belgium, the region experienced a new record for employment announcements in 2023.
This success is a testament to the region’s growing labor force as well as the the quality of life and quality of doing business here. Five of the seven announcements listed were expansions. That not only means that once here, businesses want to stay, but also that the Roanoke Region provides strong support for successful business expansion.
We’re extremely grateful for the trust these organizations have placed in the region and looking forward to continuing this upward trend.
Quality Brings Quantity
Despite economic uncertainty this past year, the Partnership continued to generate activity. In fact, projects were up 133 percent more than in 2022. Marketing the Roanoke Region is a large part of this success, but that’s half the battle–thanks to our abundant utilities, quality real estate, business-friendly climate, and partnerships with local governments, private-sector investors, higher education and state partners like VEDP, we’re confident this activity will continue.
Even More Eyes on Virginia’s Blue Ridge
It’s good to be back! The Partnership’s placemaking and brand-building events are getting back to (and even exceeding) pre-pandemic numbers.
We saw a 26 percent increase in event attendees, many of whom were from outside of the region (potential new residents and regional ambassadors). Conclusion: these events continue to elevate the region’s reputation, generate economic impact, and place more eyes on Virginia’s Blue Ridge.
Outdoor Recreation is an Economic Driver
It started with the Blue Ridge Marathon–the initial purpose of which was to bring awareness to the region. And with that awareness would come publicity, visitors, and heightened community pride. Little did we know the ripple effects this brand-building event would have.
We’ve added Down by Downtown, Go Cross, and GO Fest to our signature events resume, and they continue to boost community pride, create regional buzz, and attract folks locally and beyond. Not to mention these events poured an extra $3.6 million into the regional economy.
That money comes from nights in hotels, meals at local restaurants, and shopping at local businesses–all of which create a vibrant, healthy economy.
Competitive Spirits Can’t be Dampened
The 2023 Foot Levelers Blue Ridge Marathon was a memorable one for a few reasons. Runners came from 38 states and seven countries, and 51 percent were visitors from outside the region. The Anthem Star 10k saw a record 823 participants (up 12% from 2022), and the Full GOAT was launched!
Not to mention the community support for and during this race (despite unfavorable weather), plus $1.2 million in economic impact.
Riding on an International Stage
Visit Virginia’s Blue Ridge Go Cross continues to gain popularity as a premier race. As the kickoff to the USCX race series, it was live-streamed on Discovery Plus, Eurosport, and Global Cycling Network.
Go Cross saw an increase in racers, over $400K in economic impact, and a new partnership with New Belgium Brewing. And thanks to the livestream, 100K impressions per day put Roanoke on the international stage for viewers.
Highest Attendance on Record
Anthem GO Outside Festival continues to be a fan favorite. The three-day, free festival has settled into its new location and experienced record-setting attendance with 40K people.
We saw a major increase in partnerships between organizations and businesses like the Roanoke Mountain Adventures, Virginia Outside, and Wilderness Adventure collaboration on the “GOlympics”. And of course, the $2 million in economic impact is noteworthy!
Talent Strategies Pay Off in Net In-Migration
Get2KnowNoke was created to join other regional entities working to address the challenge of attracting and retaining top talent.
This year, Get2KnowNoke supported regional employers in recruitment efforts with a new Intern and Early Career fair where they connected 40 regional employers with 170 potential employees; developed customized recruitment resources for four regional employers; and joined six steering committees for the likes of Industry 4.0, Work-Based Learning Advisory Board, and Greater Roanoke Workforce Development Board Talent Consortium, to name a few.
All You Need, All in One Place
This region punches above its weight class in livability assets–weekly events and shows, great food and beverages, beautiful scenery and outdoor recreation options, plus good jobs and affordable living. Now, we just need to get the word out.
Get2KnowNoke developed 10 lifestyle guides to highlight the region’s unique sales proposition; is currently building a brand new website and talent network to better market the region and serve talent and employers; launched a new regional jobs board to make finding a great job easier; and created a new regional calendar to house all the must-do personal and professional events in the region.
Renewed Enthusiasm for the Roanoke Region
Attracting people to the Roanoke Region is only part of the battle; the other is providing support and connections to keep the talent here.
To address this, Get2KnowNoke hosted 507 people at its quarterly socials while highlighting local venues; launched Onboard|ROA for interns and early career professionals to get professional development training while making connections with peers and the region; and recruited 26 talent ambassadors (with over 50 applicants) to help support and attract regional talent.
Digital Reach Continues to Grow
Based on the region’s success in 2023, it’s clear the Roanoke Region is no longer a hidden gem but a known commodity. That’s due in part thanks to the digital branding and marketing efforts.
Web visitors, social media following, and email subscribers have all increased in 2023 thanks to targeted display ads, paid search, social media marketing, geo-targeted campaigns, video ads, event attendance, and email marketing. With a new website on the way and a revamped video and photo library, we expect even greater growth in the future.
A Game-Changing Experience
The Partnership hosted a Familiarization Tour for five nationally recognized site consultants. They toured the region, learned its advantages relative to site selection, learned about existing industry, spoke with business and thought leaders, and experienced the beautiful mountain-metro mix of the region.
This opportunity put the Roanoke Region in front of site-selection gatekeepers while educating regional economic development leaders on trends to help guide the region toward future success.
Historic. Biggest. Record-breaking. Banner. One for the Books.
No matter what qualifier you want to attach to 2023, it’s clear that it was the most successful year in the Roanoke Regional Partnership’s history. This is thanks to strong leadership, excellent agency partners, and strategic implementation of our Thrive 2027 plan.
Economic development is not one person or agency working in a vacuum–it is several people, agencies, and organizations working in concert to bring opportunity and prosperity to a region. In all the meetings we’ve attended and groups we’ve talked with, the resounding message is that economic development is a team sport. Luckily, the Roanoke Region is blessed with partners who understand that a win for one is a win for all, and THAT is why 2023 was… well, feel free to pick an adjective from the top.