Business Retention and Expansion Visitation programs (BREV) are (and should be) the cornerstone of local economic development. It has two main shortcomings in many communities that have implemented them.
First, it starts with a fanfare, then quickly gets pushed to the side by the crush of other shiny objects or the day to day demands of the job. We all do it. We all have many things that force their attention on us that must be dealt with right now.
Second, the focus is often wrong. Too many economic developers see it as a way to “get” something, such as a new project, or a donor, or even just to show “I’m doing something”. No one wants to spend time with you if all your doing is asking for something.
Stop that. The single most important thing you can do with BREV is thank business owners for being in your community. To show your communities’ appreciation for them. To give something to the business owner/manager. Not to ask for things.
Back to the Basics - what is BREV?
While all of us know what it is, this is my definition so you understand what I mean when I use the term. BREV is an organized activity by which a local community, through an individual or group, meet with local business owners or managers to show appreciation to the business, help them solve problems, assist with information to address needs, help develop plans for growth, and even to build the local community capacity (assuming you are involving others in your community in doing the BREV.)
These are all good things that belong in a BREV. But the issue I see is we push past the first item too fast - that it gets lip service, then we move on to what is in it for us. New Jobs! New Buildings! A Donation!. Stop that. Step back.
The Tyranny of the Urgent
In 1967 Charles Hummel published a pamphlet he called Tyranny of the Urgent, which outlines how by spending our time on the demands of life, we don’t get around to doing the important things.
When I say, “I don’t have time for this project,” I really mean, “I don’t consider it as important as something else I want or need to do.” For whatever reason, I have decided to use the hours another way-on a task I am pressured to do or on one that I enjoy. It may be planned or impulsive. Either way, the issue is not simply lack of time but a choice I make. (emphasis mine)
BREV is widely acknowledged as the most important thing for local economic developers to engage in. Don’t let the urgent push out the most important. Make time, stick to it, and don't let go.
Keep your Focus on the Most Important
When I became Administrator in the City of Lancaster (Wisconsin), my first step was to get to know the community. We (my wife and I) shopped in the local stores and I was sure to introduce myself to anyone that was there - from the checkout person to the store manager. We attended many of the local churches to visit. We ate at all the local restaurants and participated in every fundraiser (still do).
At work, I made appointments and visited as many businesses owners and managers as would give me 15 minutes. I always start by thanking them. Thanking them for investing in our community. Thanking them for their personal contributions to organizations in the community. Thanking them for choosing Lancaster to run their business.
An almost universal thing happened. They were startled by my thanking them, and some even said that no one from the City had ever done that.
Step back for a minute. I was meeting with businesses that in some cases were on their third generation of ownership in the same family. Businesses that employed hundreds. Owners that had donated hundreds of thousands of dollars to City and community organizations.
Yet somehow, in a community where previous Administrators had run BREV programs, no one thanked them for running their business in my community. Sure, they were thanked when they wrote the check for the library addition. Thanked for serving on a committee. But not for doing the single biggest thing they do - employing the residents of our City. Every day risking their fortunes by growing their business, paying wages, paying taxes. Paying my salary! How can you not thank them?
A good friend of mine Brad Hentschel, director of Planning and Economic Development in the City of Chippewa Falls shared a similar story with me.
One of my first BREV started by saying 'thank you', then asked them about business, gaps or shortfalls/pain points - what's keeping them up at night - and what can 'we' as the City do better to help. That's it. When we were done, we were beginning the art of departing - and this particular manager stopped me before leaving the room by saying, "Wait, what is it that you (i.e., the City) needed today?" (insert long, awkward but hugely excited pause here).
Nothing!!! I need nothing today - I want you to know your investments are appreciated, and that we as a community support your efforts and want to continue providing an environment that is sustainable for your businesses needs..
From that start - just a simple acknowledgement of their contribution, became many friendships, projects, expansions. But not from me looking to get what I want - from me focusing on them with my thanks.
Conclusion
Business Retention and Visitation Programs are the most important thing that we do as a local economic developer. Keep at it, don’t let the urgent sink the important.
And when you do that, remember the most important aspect of BREV - Saying Thank You!
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