City of Lynchburg Office of Economic Development & Tourism - Year in Review 2020-2021

Year in Review

20 21

OFFICE OF ECONOMIC DEVELOPMENT & TOURISM CITY OF LYNCHBURG

T

he world changed with the arrival of the COVID-19 pandemic. Through it all, we have stood with you in commitment to the health and wellbeing of our City.

In January 2021, we released the Reset for Resilience, an update to the 2018-2023 Blueprint for Opportunity. More than 75 business and city leaders stepped up to help reset the economic development strategy for the City of Lynchburg.

You offered solutions to challenges and reiterated your priorities for our community.

LYH’s inclusive and prosperous future is built upon six values:

• O PPORTUNITY. We commit to economic opportunity for all residents and enterprises.

• I NNOVATION. We invest in the ideas and enterprises that create tomorrow’s solutions.

• C OLLABORATION. We build value-added collaborations among partners, businesses, and organizations.

• R ESILIENCY. We prepare for long-term economic health and sustainability.

• I NCLUSION. We promote a sense of belonging and connection for all residents.

• P UBLIC INVESTMENT. We invest in quality of place and community wellbeing to support job creation and attract investment.

2 | 2021 ANNUAL REPORT

GOAL ONE SUPPORT AND GROW LYH BUSINESSES AND DESTINATION ASSETS

Dear friends,

T

he past year in the City of Lynchburg was a tough one, as it was all over the world. It was a year of challenge but also a year of perseverance and growth. A year of working together to build a more inclusive, more prosperous and more resilient community for the future.

We have done this together.

You kept your doors open and opened doors for others. You educated thousands of young people and continued to welcome visitors from all over the globe. They kept coming and you did it safely.

GOAL TWO DRIVE LONG-TERM ECONOMIC GROWTH AND RESILIENCE

You took care of one another. You showed up and you figured it out. You kept the machines running and kept all of us moving forward. You got outside, you reconnected, and you got creative.

This is who we are. We are a small city with loads of ambition, industrial muscle and an even bigger heart. As we look the future in the eye, we will work with energy and pride, building upon the lessons of the past year to lift up this community. Together.

Marjette Upshur, Director Office of Economic Development & Tourism

GOAL THREE POSITION LYH AS THE BEST SMALL CITY IN AMERICA 2021 ANNUAL REPORT | 3

About the City

Median age is

28.3

POPULATION CHARACTERISTICS AGE

RACE/ORIGIN

years old

Source: JobsEQ

2020 population is

79,009

Under 18: 19.2% 18-34: 38.8% 35-54: 17.9% 55-74: 17.3% 75+: 6.7%

a 4.5% increase since 2010.

The City of Lynchburg is projected to grow 22% by 2040.

Caucasian: 62.3% African American: 28.6% Latino: 4.2% Asian: 2.4% Two or More: 2.5% Other Races: 0.3%

Source: Weldon Cooper Center for Public Service

SEASONALLY ADJUSTED UNEMPLOYMENT RATE FOR THE CITY OF LYNCHBURG

LYNCHBURG:

5.4%

* Source: JobsEQ. Data as of June 2021. * COVID-19 shutdown

EDUCATION Of individuals

25 to 64

in the City of Lynchburg, VA,

46.2% have an associates degree, bachelor’s degree or higher compared to the

43% nationwide.

Source: JobsEQ

4 | 2021 ANNUAL REPORT

71.6%

of the workforce in the City of Lynchburg commutes into the City each day. The average commute is 17 minutes.

Source: Virginia Employment Commission, Forbes

The cost of living is lower than the national average.

Source: JobsEQ

2,600

13.3%

More than degrees conferred last year by Lynchburg higher education institutions.

Economic Health

BUSINESSES BY SIZE Source: Virginia Employment Commission

50-249 employees

6%

250+ employees

1%

Average annual wages per worker increased in the City of Lynchburg in 2021, from 1.2% growth in 2019.

6.3% 10-49 employees

Source: JobsEQ

0-9 employees

24%

69%

$20,000,000

LARGEST EMPLOYMENT SECTORS Health Care & Social Assistance Retail Trade Manufacturing Accommodation & Food Services

$15,000,000

$10,000,000

Source: JobsEQ

$5,000,000

$0 FY 2019

FY 2020

FY 2021

SALES/MEALS/AMUSEMENT TAXES Sales

Meals

Lodging

Amusement

$182.2

2,512 49%

businesses licensed in the City of Lynchburg have been in business 10 years or more

Source: City of Lynchburg

million in commercial construction permits issued July 1, 2020 to June 30, 2021.

Source: City of Lynchburg

2021 ANNUAL REPORT | 5

SUPPORT AND GROW LYH BUSINESSES AND DESTINATION ASSETS

“COVID has affected the hotel business tremendously. Thankfully with the help of CARES funding we were able to maintain all our employee base and keep the business running. Unlike many hotels, we did not have to issue any layoffs during these hard times. As locally owned property we greatly appreciated the CARES funding.”

64%

CARES Act Support to 336 Businesses

C

In the summer of 2020, the City of Lynchburg received funding from the Coronavirus Aid, Relief and Economic Security (CARES) Act to assist in the relief and recovery efforts related to the COVID-19 pandemic and Lynchburg City Council allocated $4 million of these funds for a business recovery grant program to be administered by the Economic Development Authority.

Economic Development & Tourism staff developed a one-time fund that offered financial assistance, ranging from $2,500 to $20,000 based on employment, to businesses and nonprofit 6 | 2021 ANNUAL REPORT

- Jason Patel, Quality Inn

Museums, performing arts and gallery spaces were the first to close and often the last to fully reopen during the pandemic. In 2020, the James River Arts & Cultural District program supported these organizations with operating support to assist with the delivery of programs, community outreach and education.

of CARES grant recipients were women, veteran and/or minority owned businesses

losed doors, shuttered windows, uncertain futures. And then?

Creativity. Determination. Resourcefulness. Our business community did the ultimate pivot, and banded together to help each other figure out how to navigate this new world, where online orders were the new “table for three,” and personalized shopping required a FaceTime call.

organizations whose operations were either closed or restricted by the Commonwealth of Virginia in response to the novel coronavirus.

76%

were small businesses with 10 full-timeequivalent employees or less

In November 2020, we launched the Restaurant Winterization Program for eligible businesses to receive patio heaters or reimbursement grants for winterization expenses. This program distributed $15,565 in reimbursement grants and 75 outdoor heaters to restaurants.

We also worked with community partners to provide wraparound services and support. The Small Business Development Center provided business consultation and counseling, and HealthWorks, Centra and Piedmont Community Health Plan provided health and safety consultations and town hall opportunities.

336 Businesses

38 Businesses

$3.2 MILLION

BUSINESS RECOVERY PROGRAM

WINTERIZATION PROGRAM

TO LYH BUSINESSES

I

n July 2019, Liberty began construction on a three-year redevelopment of Central Virginia’s largest shopping center: River Ridge. Phase I of the multi-million-dollar redevelopment included a state-of-the-art renovation of the interior and exterior of the property. By year-end 2022, River Ridge will have transformed into a vibrant shopping, dining, and entertainment destination.

“Our redevelopment has had a positive impact on job creation and we are proud of the progress we’ve made, bringing new life to our community and solidifying Lynchburg as a destination for shopping, dining, and entertainment in Central Virginia.”

SPORTS

– Craig Pettitt, Vice President, Real Estate, Liberty University

This is Lynchburg.

S P O R T S FA C I L I T I E S G U I D E

VISIT LYNCHBURG, VIRGINIA SPORTS TOURISM OFFICE OF ECONOMIC DEVELOPMENT & TOURISM CITY OF LYNCHBURG

Maintaining Momentum During a Pandemic Sales efforts to meeting planners, events rights holders and the tour/travel market continued during the pandemic. In January, we released a series of videos to showcase meeting spaces, hotels and entertainment and dining experiences to support virtual sales efforts. Additionally, we launched the Meet LYH meeting planner incentive program to encourage future bookings at local hotels.

$6.4 Million

12,164

38

ESTIMATED ECONOMIC IMPACT

REQUESTED ROOM NIGHTS

LEADS AND ASSISTS

1

The Sports Facility Guide, published in March 2021, promotes venues, fields and facilities to drive sports tourism in partnership with legacy events, colleges and universities and other sports tourism partners.

2021 ANNUAL REPORT | 7

DRIVE LONG-TERM ECONOMIC GROWTH AND RESILIENCE

V

irginia Metal Treating purchased 111 Lynchpin Lane from the Economic Development Authority in 2019 and recently completed a new $5.7 million facility specializing in heat treating for more customers throughout the Mid-Atlantic, doubling their employment.

Flowers Bakery completed their expansion in 2020 investing $10 million for building expansion and renovation, $19 million in new machinery & tools and the creation of 15 new jobs. Now an all-organic facility, the Lynchburg operation exclusively makes Dave’s Killer Bread products and distributes throughout the East Coast.

“We are proud to be investing in the growth of our operations in Lynchburg, and we are thankful for the crucial support received from our team members, fellow citizens, and City employees.”

- Jamie Ramm, President, Virginia Metal Treating

WOMEN IN MACHINING The second cohort of the Women in Machining program, in partnership with Vector Space, had 3 graduates: one will begin an internship at Wegmann USA, one is applying for positions with Belvac (who provided job mentoring throughout the program), and the third is enrolling at Central Virginia Community College. The Women in Machining program was also a featured program for the National Day of Making in May 2021.

EWI IS DEEPENING THE BENCH FOR LYH MANUFACTURERS

Women in Machining at Vector Space

8 | 2021 ANNUAL REPORT

The unique partnership with Edison Welding Institute is the only one of its kind in the country and is generating great energy and excitement in companies seeking continuous improvement, the application of new technologies and streamlined operations. By providing EWI memberships and audits to local manufacturers over the last year, we are deepening the bench for our companies to innovate. Companies in the program include NovaTech, an engineering services company primarily supporting the nuclear industry; AMG, a contract manufacturer of machined components and fabrications; and American Hofmann, who provides development, production and assembly of universal balancing machines, vibration measuring instruments and field balancing devices and consulting services.

All Hands on Deck for Vaccination Effort

O

n March 4, 2021, the City of Lynchburg announced the opening of a Regional COVID-19 Vaccination Center. The first and only one in the area, this center became the hub for the region and led the way for vaccination efforts across the Commonwealth.

Manufacturing and healthcare were some of the first industry groups to be eligible for a vaccine, and the Office of Economic Development & Tourism was laser focused on assisting our business community in getting their employees vaccinated. We contacted qualified employers directly – by phone, email and in person – and assisted them in arranging days and times for any employee who wanted a vaccination.

Vaccination clinics ran smoothly thanks to a host of volunteers and City employees; by the end of the vaccination center efforts, 34,000 shots had been administered. The local vaccination efforts continue, with mobile units going on site to employers and the Office of Economic Development & Tourism continuing to assist in arranging these clinics.

W

e advanced our participation in the Commonwealth’s Business Ready Sites Program, investing in identification, improvement and master planning efforts for key commercial and industrial property for new development.

$1,391,871

in Enterprise Zone Real Property Improvement Grants

CloudFit Software was named among the Inc. 5000, the most prestigious ranking of the nation’s fastest-growing private companies. CloudFit made the list with three-year revenue growth of 450%.

BWX Technologies, Inc. was named to the top spot in IndustryWeek’s annual list of 50 best U.S. manufacturers in 2021. Its 2020 revenue set a company record at more than $2.1 billion.

• To 14 Companies & Organizations • Leveraging $43.6 million in capital investment

$240,000 in Local Redevelopment Grants

• To 15 Small Businesses • Leveraging $16.3 million in improvements • Supporting 81 jobs

42 commercial properties active in the Real Estate Rehabilitation Program

• More than $53 million in improvements to the City’s tax base

Phillips Wheel Alignment, recipients of the Local Redevelopment Program

2021 ANNUAL REPORT | 9

Skilled in the Future We support and celebrate our entrepreneurs and startups, our curious and ambitious young people, making work rewarding and exciting.

We’re going one way, and it’s forward, and we’re bringing everyone with us; we’re committed to building a better city and a better home for the dreams of the future.

O

ur new brand campaign offers a bold message of inclusivity that leverages the state’s iconic messaging and works to instill pride in a city leaning into the future.

The concept behind LYH Loves You revolves around the citizens, businesses and organizations of Lynchburg— and their stories. Our campaign will showcase Lynchburg’s brightest, kindest and most creative communities, revealing the character of the city, the inclusive nature of its people and its outsized ambitions to residents, visitors, businesses and talent.

Carroll Moon, Co-Founder and CTO of CloudFit Software, building a company where servant leadership is front and center.

Makers of History We’re writing the next chapter of life in LYH, one written by all its citizens, long-standing and brand new.

We’re showing new faces of LYH, building on our identity, enriching our culture, bringing history and the future to life.

Theo Coates, Dancer and Educator, supporting wellness and building community through dance.

City of Belonging

Museum Reopens!

In June 2021, the Lynchburg Museum reopened to the public, co-located with Visitor Services.

Visitors can now start an LYH adventure at the Museum, where friendly staff will assist with all there is to see and do, whether that is soaking up the City’s rich history or spending a day brewery hopping or hitting the trails.

10 | 2021 ANNUAL REPORT

LYH has the energy and determination of a city that’s repurposing, revitalizing, refinding and redefining itself, moving purposefully and mindfully into the future. We’re yearning to build an inclusive and dynamic future and doing the work to make it happen.

Amy Corbett, Founder of All Belong Co., creating unique spaces where anyone can belong.

POSITION LYH AS THE BEST SMALL CITY IN AMERICA

990 Users

• Shift local perception and positioning to drive spending in local businesses and attractions • Attract visitors from outside LYH • Deliver digital value through original content and engaging experiences on lynchburgvirginia.org

QR Code Campaigns We tested the deployment of 6 QR Code Campaigns in locations throughout the City and in ad placements to build digital engagement.

OL Newsletter 34%

Open Rate

• Grow opportunitylynchburg.com as a resource for economic development for both local businesses and those making location decisions

We focused on improving our newsletters, measuring success with user engagement stats like Open Rate and Click Rate. In FY21, open rates increased from an average of 28% to an average of 34%, and the click rate increased from 4% to 7%

Outbound Referrals +26%

In the last year, we sent 57.9k website visitors to local business and event websites from lynchburgvirginia.org, an increase of more than 25% from the previous year.

Content Improvement +95%

517k

total reach

Our team reworked our blog with the goal of creating engaging, authentic content to draw visitors in, increasing blog traffic 95% year over year.

Social In FY 2021, our social reach surged to over +500k, with an increase in Post Engagement of +115%.

Digital Engagement 4,735 Sessions

With a rise in interest of remote workers moving to communities like ours, we refreshed our relocation content. This resulted in a 66% increase in blog traffic - with an 8x increase to our "Top Reasons People Move to Lynchburg" post.

Special events build community pride, drive visitation and showcase the cultural diversity of our City. Community events, from the 47th running of the Virginia 10 Miler to the Soul Food & Funk Festival in Riverfront Park, help show the world who we are. Our office not only permits and coordinates logistics for more than fifty special events in the City each year, we work closely with event organizers to grow, engage and promote.

2021 ANNUAL REPORT | 11

OUR STAFF

THE ECONOMIC DEVELOPMENT AUTHORITY

Marjette Upshur

Ted Delaney

Director

Museum Director

Anna Bentson

Emily Kubota

Assistant Director

Curator

Alisha Meador

Christian Crouch

Economic Development Manager

Assistant Curator

Emelyn Gwynn Light

Tanya Anderson

Communications Manager

Administrative Associate

Lisa Meriwether

Museum Experience + Visitor Services Leaders

Tourism Sales Manager

Andrew Marks Tourism Sales Coordinator

Clayton Copper Event Operations Coordinator

The Economic Development Authority of the City of Lynchburg is a political subdivision of the Commonwealth of Virginia and serves as the incentive arm of the City. The Authority takes an active role in economic development efforts, pursuing investment and development opportunities, and elevating the economic profile of the City.

Mark Strosnider Chair

John M. Stone

Georgeann Snead Pat Mosby

Vice Chair

Richard Tugman

William T. Lovern

Kim Soerensen

Secretary-Treasurer

Cathy Dalton Hannah Kintzel Rebecca Pickard Melissa Vandiver Angelica Walker Austin Gaebe

Melissa Dismond Administrative Associate

OFFICE OF ECONOMIC DEVELOPMENT & TOURISM CITY OF LYNCHBURG lyhlovesyou.com 12 | 2021 ANNUAL REPORT

The EDA gathered at the end of Louise Mitchell's term to recognize her twelve years of service.