franchise success story born from a passion for cars GREATER RICHMOND CONVENTION CENTER BRINGING PEOPLE TOGETHER IN THE HEART OF VIRGINIA Nathanael Harris, General Manager WWW.RICHMONDCENTER.COM
GREATER RICHMOND CONVENTION CENTER BRINGING PEOPL THE HEART OF VI AT A GLANCE GREATER RICHMOND CONVENTION CENTER WHAT: A 700,000 square foot multi purpose event facility WHERE: Richmond, Virginia WEBSITE: www.richmondcenter.com 1 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02
LE TOGETHER IN IRGINIA A community hub at heart with the very best events on offer The Greater Richmond Convention Center (GRCC) has been hosting events and welcoming visitors to the beautiful city of Richmond for over two decades. Conveniently located within a 500mile radius of more than half the U.S. population, GRCC is Virginia’s largest event and meeting venue, serving as a central hub for conventions and events across the Commonwealth. “Our unique and versatile space, with our ballroom, 2 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02
exhibition hall and meeting spaces allows us to be able to accommodate pretty much any type of event that wants to come to the region,” boasts General Manager, Nate Harris. A FACILITY BUILT FOR SUCCESS Spanning two city blocks, the GRCC boasts a 258-seat auditorium, 33 breakout rooms, a 30,000-squarefoot ballroom, and an exhibition hall capable of accommodating 21,000 attendees during peak events. “In one span weekend, we have a boxing tournament and college graduations going on at the same time,” depicts Director of Sales and Marketing, Tom Uphold. “That shows the versatility of the building itself.”The facility is also able to host a diverse range of events, from boat, auto and wedding shows, to conventions and commencement ceremonies. “We do a ComiCon type event called GalaxyCon, it’s a big consumer show,” Uphold adds. “We truly can host just about any event type situation and have multiple events going on inside the building without them really interfering with each other.” Sports is a rapidly expanding sector for the Greater Richmond Convention Center, driven by strong partnerships with Richmond Region Tourism, local teams such as the Richmond Fencing Club, and elite groups like Team USA. “Of the seven sectors of business that we have here, sports is growing each and every year, and we are finding new events, clients and promoters to work with to bring those athletes to our region and to help book the facility,” says Bryan Panhorst,Assistant GM. Recent and upcoming sporting events include a Team USA Boxing Tournament, volleyball, field hockey, and summer basketball. ADAPTING AND THRIVING POST-COVID COVID brought its share of challenges for the event industry, but GRCC has bounced back stronger than ever.“When everything essentially stopped, there was a lot of uncertainty in our world, in our industry, about where we were headed, where we were going, how quickly we could come back, and what that would look like,” recalls Panhorst. “We are having our best 3 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02 GREATER RICHMOND CONVENTION CENTER
years since the pandemic now. And actually, if you look at a sliding scale on how we were doing before and afterwards, we are having our best financial performances so far.” Although the venue continues to average its pre-COVID range of 230 events annually, Uphold says GRCC is seeing higher revenue streams post pandemic. He expands, “We are having the same number of events, but we’re generating more revenue throughout the building with our partnerships and also with the organizations themselves.” GRCC’s recovery was assisted by investments in infrastructure and technology, including achieving GBAC STAR facility accreditation.“That is for facilities that have good practices in terms of helping to stop or eliminate the spread of infectious diseases,” explains Panhorst. The process of achieving this designation educated staff about traffic flow, best cleaning practices, and led to the purchase of a sprayer that can disinfect a room in minutes. “A lot of our event clientele felt much safer meeting here, even well beyond when the effects were really being felt, knowing that that was in our tool belt,” he maintains. Technological upgrades include hand sanitizer stations and new monitors for health messaging and internal advertising, as well as a recently implemented cashless system by the venue’s food service providers. TOURISM AND COMMUNITY By partnering with Richmond Region Tourism, GRCC attracts visitors from across the nation, creating economic benefits for local businesses and communities.“Uniquely enough, they are part of our booking structure, and they work with us directly to bring events to the region,” notes Harris. “They are also developing our community partners to create an experience, so that when folks visit Richmond, they’re visiting not just the city of Richmond, but the greater region as a whole.” GRCC is also deeply committed to community engagement. Harris highlights, “Our convention center is uniquely positioned where we are actually supported through our local jurisdictions in the community. So not only here in Richmond City, but 4 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02
Get ready to experience the Richmond Region like never before! Named one of CNN’s must-visit destinations for 2024, Richmond shines as a hub of creativity, culture, and connection. With the Allianz Amphitheater opening in summer 2025 and CarMax Park debuting in 2026, the future is bright. Picture live performances against the James River skyline or unforgettable experiences at the Richmond Flying Squirrels’ new stadium, just minutes from downtown. The Richmond Region’s history is as dynamic as its future. Discover centuries of stories at the Virginia Museum of History & Culture or dive into literary treasures at The Poe Museum. Reflect on legacy in Jackson Ward, the birthplace of Black entrepreneurship, celebrating resilience and progress. Meet in the Greater Richmond Convention Center’s world-class facilities, while attendees enjoy a region with over 20,000 hotel rooms and seven unique jurisdictions to explore. Events here aren’t just gatherings—they’re experiences. From state-of-the-art venues to rich cultural heritage, the Richmond Region promises unforgettable adventures. Whether you’re planning a meeting, hosting a convention, or just visiting, there’s never been a better time to discover the excitement and energy of the Richmond Region! Meet the Richmond Region Centrally located in the heart of the mid-Atlantic, the Richmond Region offers everything you need for your next meeting, convention, tour or event. From our versatile convention packages to a community rich in authentic charm, we have it all. But don’t just take our word for it— experience the Richmond Region for yourself. Visit Richmond, VA, and explore the ways that our destination speaks to you! Learn more about our incentives for small meetings & citywide events LET’S CONNECT! GREATER RICHMOND CONVENTION CENTER
lot of community engagement and serving in our communities. We are actively engaged in supporting our community and are looking to continue to do more,” Harris adds. GROWTH AND COLLABORATION Noting that partnerships are “essential to success,” Harris points out how GRCC collaborates with local jurisdictions, businesses, and national organizations in Henrico County, Chesterfield County, Hanover County, as well as other surrounding localities. So, we are incredibly deliberate on creating connections throughout our community, not just here in the city of Richmond, but in surrounding areas.” To give back, GRCC participates in local initiatives and hosts events like a Thanksgiving meal for those in need, the Valor Awards honoring first responders, and a regional teen summit. “Our team here does a 6 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02
to extend its reach. “We have the city of Richmond. We have our surrounding counties, as well as downtown improvement coalitions and different small businesses and large corporations who all have a vested interest in our region and have a passion about seeing our region thrive.” Uphold stresses the importance of leveraging long-standing relationships with event organizers while pursuing new opportunities, especially in the growing area of sports tourism. “We do have some great partners,” he underscores. “We’ve had great events that have been partners for 20 plus years, events that keep coming back. Like with any business, your foundation is where you grow. And once you have that solid foundation, then you’re able to go out and try to get new business.” To secure future opportunities, GRCC also takes part in trade shows such as the national sports trade 7 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02 GREATER RICHMOND CONVENTION CENTER
show TEAMS, as well as major meeting planner events like ASAE and IMEX.Additionally, a dedicated marketing manager has been hired to enhance social media outreach, ensuring that GRCC remains visible and relevant in a competitive market. SHOWCASING A PASSION FOR HOSPITALITY Harris’s personal leadership approach embodies a philosophy of balancing efficiency and quality in the fast-paced industry. Offering some advice that has guided his career, he imparts,“Don’t let perfection get in the way of completion. In our space where we move very, very quickly to support a whole lot of different events, sometimes we can get held up by getting everything exactly right.” This mindset is paired with a deep commitment to service, emphasizing passion and heart in creating memorable experiences for every event hosted at the GRCC. 8 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02
As for the most rewarding aspect of his work, Harris says it lies in the unifying power of events. Drawing from his experience in both convention centers and arenas, he reflects,“Events are one of the few times where people get to come together, regardless of background, economic status and all the things that you bring as an individual,” he conveys. “I find great joy in the fact that we’ve created an environment and a space that allows people to do just that.” SHAPING THE FUTURE OF RICHMOND’S EVENT SCENE Looking to the future, Greater Richmond Convention Center is committed to keeping the facility up-todate with the changing world, from technology and accessibility improvements to making sure staff have the resources they need to thrive. By working closely with local partners and using a strategic marketing approach, GRCC hopes to promote Richmond as a top destination for major events.“We are really trying to General Manager, Nate Harris 9 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02 GREATER RICHMOND CONVENTION CENTER
PREFERRED VENDOR/PARTNER n Visit Richmond, VA www.visitrichmondva.com Visit Richmond, VA is the official tourism organization for the Richmond Region, showcasing its vibrant arts, history, and culture. From world-class event venues to iconic attractions, we connect visitors and planners with unforgettable experiences. Explore seven unique jurisdictions where creativity thrives, history inspires, and innovation fuels exciting opportunities year-round. create a competitive advantage as we seek to bring large, city wide events to the region,” Harris describes. “We are using my marketing background and working with the team to really elevate and tell our story, so that we’re able to amplify Richmond as the destination of choice.” With a strong foundation, dedicated leadership and staff, and a clear vision, GRCC is certain to continue its legacy as the epicenter of Richmond’s cultural and event landscape. 10 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 02
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