Bringing People Together in the Heart of Virginia

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 500-mile 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, 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-square-foot 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 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 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 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 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 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.

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-to-date 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 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.

At a Glance

What: A 700,000 square foot multi-purpose event facility
Where: Richmond, Virginia
Website: www.richmondcenter.com