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
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