Return to Virginia Business - November 2002

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The spectacular colors that paint the Shenandoah Valley each fall are fading into the sleepy gray of winter. As nature takes a rest, the Valley continues building the framework for a rapidly growing technology-based economy. Business and industry leaders, local government, educators and training providers from the central Valley region have come together to implement a strategic plan for economic growth focusing on work force training and infrastructure development.

Leading the economic development efforts in the central Valley, the Shenandoah Valley Partnership (SVP) optimizes public and private sector resources to address key issues impacting the region's economy. The central Shenandoah Valley region covers 3,439 square miles and includes the counties of Augusta, Bath, Highland, Rockbridge, and Rockingham and the cities of Buena Vista, Harrisonburg, Lexington, Staunton, and Waynesboro. Sub-regional planning meetings jointly conducted by the Central Shenandoah Planning District Comm-ission and SVP identified 17 initiatives that form the region's strategic economic development plan. The SVP Board of Directors identified work force training and technology infrastructure development as priority initiatives to be addressed.

Academic and vocational training programs were begun to help strengthen the business climate. The SVP supported the Shenandoah Valley Workforce Investment Board's efforts to obtain a $2.4 million federal H-1B Department of Labor Technical Skills Training Grant. The grant provides training toward bachelor's degree level and above in selected health care occupations, precision advanced manufacturing, and IT/telecommunications skill sets. These skill sets were identified as "in demand" by area employers and support industry sectors targeted for continued development in the region.

"Just as businesses have to retool systems and processes to stay globally competitive, the work force needs to continually retool its skills to keep current and ahead of changing business needs," says Bob Satterwhite, executive director of the Shenandoah Valley Workforce Investment Board. "Thanks to proactive public-private partnerships, we have acquired and focused financial resources to help businesses address the challenge of ever-changing skill needs. Our work force reflects not only broad skill diversity and competence, but the enthusiasm and "can-do" spirit so critical to successful business start-up, growth, and development," Satterwhite adds.
Nine colleges and universities each make significant and unique contributions to the region's skilled labor force. At Blue Ridge Community College, the Certified Manufacturing / Engineering Technologist program lays the groundwork for an associate degree in technical studies with a concentration in high performance manufacturing/engineering technology. In the Spring of 2003, Blue Ridge will open the newly constructed Plecker Workforce Center. Home to the Center for Training and Development and the Small Business Development Center, the center will serve the region's non-credit and work force development needs.

James Madison University's College of Integrated Science and Technology (CISAT) is equipping students with specialized knowledge, analytical skills and the application of science and technology to address issues facing contemporary society. CISAT partners with business, industry, government, public and private agencies and professional organizations to stay abreast of real world issues and to apply newfound knowledge and techniques. Academic and research programs in information security and bioscience manufacturing are providing a competitive advantage for the development of information security and bioscience industry sectors.

Specialized training for industry sector development has proven successful in the Rockbridge area. The Rockbridge area Heating, Ventilation, Air Conditioning and Refrigeration (HAVC/R) Training Center supplies a skilled labor force for HVAC/R equipment manufacturers like Modine, Des Champs Technologies and Power Systems International, which recently relocated from New York to the area. "A primary factor in the relocation decision," cites David Kleppinger, executive director of the Rockbridge Partnership, "was the proven strength of the Rockbridge area HVAC/R Training Center to provide a skilled work force."

While educators and training providers are developing specialized academic and training programs, a Harrisonburg-based company is preparing to add another key element to the rapidly growing technology infrastructure. Wharton Aldhizer & Weaver PLC is set this month to begin offering a collection of intellectual property (I.P.) related legal services designed to help businesses maximize the opportunities of what some call the "knowledge economy." Wharton will help companies create revenue through licensing of I.P., strategically analyze their I.P. holdings and compliance with Internet privacy laws, and transfer technology out of universities and government into the private sector.

"Shenandoah Valley businesses are increasingly involved in national and international commerce through electronic transactions, and they are realizing —or should realize — that intellectual property is of central importance to them," says Jared Burden, a Wharton partner who leads the firm's I.P. practice. Burden came to the Valley earlier this year after spending several years working with high growth businesses in the I.P.-rich economy of Northern Virginia. "Wharton has invested in the necessary resources to bring the experience and depth to truly help businesses, nonprofits and universities get to the heart of the matter with I.P.," Burden says.

The region has been proactive in developing infrastructure at strategic locations. The city of Harrisonburg is targeting technology development at the Harrisonburg Technology Park. The park is located in a designated "technology zone," one of a handful in the state, and is home to Shenandoah Engineering Services, Jenzabar and the Virginia Technology Incubator. In Augusta County, business incubator NewBiz Virginia is providing a wide range of services critical to technology business growth. Augusta County's Mill Place Commerce Park, a premier 360-acre industrial park adjacent to Interstate 81, is fully equipped with essential infrastructure and ready for development. Rockingham County, the Rockbridge area and the cities of Staunton and Waynesboro also have industry and technology parks at various stages of development in proximity to major transportation routes.

To increase the exposure of available sites, the SVP works with the Virginia Economic Development Partnership through regional tours and state marketing efforts. SVP Executive Director Robin Sullenberger attributes the current increase in economic development activity in the region to a coordinated marketing plan, coupled with cooperation among jurisdictions to market the region's available sites and buildings.

Regional exposure will soon be heightened as the city of Harrisonburg and portions of Rockingham County, including the towns of Bridgewater and Dayton, are given an "urban area" designation by the U. S. Census Bureau. Under that designation, the localities will form a Metropolitan Planning Organization (MPO). MPO data will appear on "radar screens" often researched by companies seeking development opportunities.

The Shenandoah Valley has long been a bright spot on another "radar screen." Cited by Money Magazine in 2001 as one of the 12 Best Places to vacation in North America, tourism plays an important part in the Valley's economy. Even as the Valley embraces cutting edge technology, it still holds treasures of the past. A highlight in the area is the famous Shenandoah Valley Music Festival, now in its 41st season which brings symphonic, jazz, folk and big band music to the area in a beautiful mountain setting in Orkney Springs. From Winchester to Roanoke, visitors come to the Valley to enjoy historic battlefields, festivals and fairs, museums, caverns and parks offering a wide variety of four-season recreation. Whether hiking the Appalachian Trail on the scenic Skyline Drive and Blue Ridge Parkway, antiquing along historic Route 11, or taking a drive through pristine farming communities to glimpse the lifestyle of "days gone by," the Valley's rich heritage and geographic features provide unlimited tourist opportunities.

The city of Staunton has taken advantage of the Valley's tourism popularity to implement a diversified economic development strategy that is paying real dividends for the city. The world's only authentic recreation of Shakespeare's original playhouse, the Blackfriars, opened in Staunton's historic downtown last year. Named by the National Trust for Historic Preservation in 2001 as one of the nation's "Dozen Distinctive Destinations," the city was also recognized by the National Town Center this year as one of five "Great American Main Street Communities," the first Virginia community ever so honored. With these awards and its remarkable historic and cultural assets, Staunton's tourism future is bright. The city continues to develop major cultural projects to reinforce its nationally recognized quality of life and attract new businesses from all sectors: industrial, service and retail.

Adding to the Valley's unique tourism destinations are Virginia's Western Highlands, where eco-tourism is a mainstay of the economy. Here birding and wildflower trails draw visitors to the vast untouched ranges and secluded valleys of the Allegheny Mountains. In Bath County business development takes a homegrown approach as cottage industries feed the supply-chain to industry and business supporting tourism.

Eco-tourism could take a new twist in Highland County, where wind studies have revealed an untouched resource for green energy. All eyes are on Highland County as wind energy companies from as far away as Germany conduct studies to determine the feasibility of building wind turbines to generate electricity to feed the country's power grid. Wind energy is one of the world's fastest growing energy sources. In August 2002, the American Wind Energy Association projected that well over 2,000 megawatts of new wind capacity will be installed in the U.S. in 2003*. While still in the early research stage, Highland County could have the wind to boost its economic climate through the production of a clean, renewable energy source. Ultimately, as with each opportunity introduced through the SVP, the decision will rest with local leaders.

Opportunities abound in the Shenandoah Valley. Armed with a solid plan for economic growth, the central Valley region is ready to embrace the technology-driven 21st Century. "The region's economy has shown remarkable stability, primarily due to its diversity," said Robin Sullenberger. "We intend to approach the technology-driven era as an opportunity to enhance the existing business community, while targeting sectors that emphasize our many assets and lead to high quality job creation."

(*Source: American Wind Energy Association web site www.awea.com.)

Return to Virginia Business - November 2002