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Thrive 2027 Campaign is a Success: Private Sector Makes Commitment to Support Future Prosperity

Several men holding plants smiling at the camera in a conference room
John Hull, Roanoke Regional Partnership executive director, with the Thrive 2027 Campaign Leadership team.

Thanks to the support and commitment of 122 businesses and organizations who made the decision to invest in the Roanoke Regional Partnership.  The Partnership’s Thrive 2027 Campaign surpassed its $3.6 million fundraising goal and brought in more than $4 million, demonstrating the Partnership’s strength and value as the leader in regional economic development, business attraction, talent, and placemaking.

These funds will accelerate the local economy and enhance the region’s competitiveness for business and talent attraction.

John Hull, executive director with the Roanoke Regional Partnership, said, “More than 122 businesses and organizations including 31 new investors across all sectors representing the diverse geography of the Roanoke Region of Virginia have made the commitment to invest in future growth for our great region. The economic progress that we have seen and will continue to enjoy is made possible by the leadership and investment of both the public and the private sectors working together.”

The Thrive 2027 Campaign is a five-year plan with four focus areas: economic growth and innovation; talent attraction and workforce development; commercial real estate and infrastructure; and place making and livability. Simply put, these are the Partnership’s marching orders for the next five years. Success measurements for these initiatives are the creation of 3,000 new jobs, $350 million in capital investments, a 10-percent increase in the number of in-migrants, a 15-percent increase in per capita income, and a 300-percent increase in inventory of certified sites by 2027.

While there are four different areas of focus for the plan, each is connected and builds upon the other. By highlighting the livability of the region and marketing the outdoor assets current residents enjoy, we’re attracting a talented workforce. By ensuring we’re ahead of the game with marketing intelligence for the regional economy, we can help local governments and the private sector make sound decisions as related to real estate and workforce development. The beauty of this plan is that by focusing on one aspect, they should all improve.

Although the fundraising campaign officially ended in May, the Partnership continues to recruit new investors. Our partners are already witnessing successes with theexpansion of local businesses like Wurth Revcar and Lowe’s and adoption of new degree programs by higher education institutions to support the region’s current and future workforce. Additionally, the volume of interest in our market from outside prospects remains steadily high.

The private sector investments match the investment of eight local governments who have been longstanding supporters and daily working partners of the Roanoke Regional Partnership in making a regional economic impact– Alleghany County, Botetourt County, Franklin County, Roanoke County, the cities of Covington, Roanoke, and Salem, and the town of Vinton.

The Roanoke Regional Partnership has built an impressive record of generating significant economic wins and building a strong, diverse economy. With the continued support of regional businesses and government, the Partnership is poised to produce economic wins and contribute to the prosperity of the Roanoke Region of Virginia.

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Thrive 2027 Update: Partnership Mission Focuses on Four Priority Areas

The Roanoke Regional Partnership commissioned Ernst & Young Economic Development Advisory Services on a strategic planning process that will direct the organization’s body of work through 2027. The consultant team and Partnership staff have conducted a public survey, engaged stakeholders in interviews and focus groups, and launched a detailed competitive assessment of the regional market and its opportunities. Four major priority areas have emerged during this process.

Four major priority areas that emerged during the Thrive 2027 strategic planning process.

The Partnership plans to roll out the five-year strategy at an investor update meeting to be scheduled in August 2021. 

The information below outlines the goals within each priority area. The consultant team is currently formulating an implementation plan which will focus on measurable outcomes and tactics to support each of the four priority areas.

ECONOMIC GROWTH AND INNOVATION

Goal 1: Grow the Roanoke regional economy by amplifying business recruitment and expansion efforts, strengthening technology and innovation, and generating more high-paying jobs.

1.1 Elevate business recruitment, expansion and retention activities.

Enhance business investment cultivation through strengthened partnerships, increased marketing and media relations, and a coordinated business retention and expansion initiative.

1.2 Boost the region’s reputation as a technology and innovation hub.

Create a compelling narrative and communications strategy with input from education leaders and researchers, business executives and entrepreneurs, and public sector leaders.
1.3 Contribute to the success and retention of entrepreneurial companies.

Support start-ups and high-growth firms with relevant market intelligence, business-to-business introductions, site availability insights, and more.

TALENT ATTRACTION AND WORKFORCE DEVELOPMENT

Goal 2: Expand efforts to attract and retain in-demand talent.

2.1 Lead talent attraction marketing efforts for a young, diverse and skilled workforce.

Leverage the Partnership’s marketing expertise and established image in outdoor recreation in a larger program promoting the region’s livability and career opportunities to out-of-market talent.

2.2 Collaborate with education and workforce development partners to better align talent programs with employer needs.

Serve as a strategic partner and connector to help businesses engage more seamlessly with education and training initiatives.

2.3 Foster opportunities for greater diversity in the region’s workforce and leadership.

Ensure diversity is reflected in communications and all efforts of the Roanoke Regional Partnership. Identify ways to foster growth of diverse leadership.

COMMERCIAL REAL ESTATE AND INFRASTRUCTURE

Goal 3: Advocate for the acceleration of commercial and industrial real estate development and support advocacy for infrastructure improvement and funding.

3.1 Expand and strengthen the role of the Western Virginia Regional Industrial Facility Authority as the authoritative resource on real estate supply, trends, needs, and potential.

Be the voice in proactively identifying and addressing needs for business in commercial real estate and work to develop an inventory necessary for economic development.

3.2 Serve as a thought leader on issues and infrastructure affecting economic competitiveness.

Provide data and information to shed light on needs in areas such as transportation, broadband, workforce, and other infrastructure.

PLACE MAKING AND LIVABILITY

Goal 4: Reinforce the region’s identity and competitive advantage as an outdoor destination, while highlighting other prominent lifestyle features and amenities, and supporting quality-of-life efforts.

4.1 Build on the success of Roanoke Outside with continued marketing and the development of sustainable funding for outdoors preservation and enhancement.

Sustain the region’s outdoors brand for business recruitment and talent attraction.

4.2 Continue to build the Get2KnowNoke brand to promote the diverse character and amenities of the region to appeal to a wider audience.

Amp up the Partnership’s livability story to include a message that appeals to a wider audience while maintaining the central core of outdoor lifestyle.

4.3 Monitor emerging quality of life concerns and serve as a regional thought leader in regards to placemaking and quality of life.

Utilize the Partnership’s research and data analytics capability to track and report on issues that can have an adverse impact on economic competitiveness and livability. The research can help inform efforts to mitigate problems, such as housing availability and affordability, and access to quality childcare, while expanding the Partnership’s reach in the broader community.

Questions? Email John Hull, Executive Director