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Friday, Mar 29, 2024

Political Advocacy Mission Critical for Chambers

What is the role of a chamber of commerce in 2017? If you ask Nancy Hoffman Vanyek, chief executive of the Greater San Fernando Valley Chamber of Commerce, the mission of a chamber has changed little in the past 25 years. The Greater San Fernando Valley Chamber is No. 10 on the Business Journal’s list Chambers of Commerce, ranked by budget.“When you see one chamber, you’ve seen one chamber, but we share the traditional opportunities for business: Networking, representing business to government and community programs,” Vanyek said. The organizations also share a common struggle: Keeping up with the changing times. “(We have to prove) why we are better or more appealing than a leads group, for instance,” she added. Business owners have less free time than they did in the past – and more options for how to spend it, Vanyek explained. Yet a shifting business climate has made chamber membership more valuable than it was even 10 years ago, said Jill Lederer, chief executive of the Greater Conejo Valley Chamber of Commerce, the top organization on the list. While the type of services offered by her chamber has changed since she first became a member, the organization remains the most cost-effective and time-efficient way to advance one’s brand. “Chambers of commerce have become more relevant than ever,” Lederer said. “The Great Recession changed the way all businesses do business, I think for the better.” Adding value Striking a balance between work, family and the rest of life’s obligations leaves little time for business owners to advocate on their own behalf. That’s where chambers come in, explained longtime nonprofit leader Jan Sobel. During her 18 years heading chambers of commerce in Encino and Carlsbad, she actively engaged policy-makers in support of business interests. Membership at the Encino Chamber of Commerce increased from 250 to 700 members during her tenure as chief executive. “The idea, at least for us, was really to rep the business community to elected officials,” Sobel recalled. “I think that’s what made us grow over the years. We really became (businesses’) voice.” For many Valley chambers, advocating on members’ behalf remains a top priority. No. 13 Sherman Oaks Chamber of Commerce has involved itself in the regulation of street vending, while the Greater San Fernando Valley Chamber has worked closely with local leaders to reform “one-size-fits-all” permitting policies. As business owners become increasingly time-impoverished, Vanyek has frequently found herself communicating one-on-one with policymakers rather than passing along their contact information to business owners and leaving it to them to initiate conversations. “That’s something great about chambers: We’re connected, we have knowledge and information,” Vanyek explained. “Now we take it a step further – just giving the connection and phone number isn’t enough.” Nonprofit chambers face the same troubles as member businesses, including money woes. In March, the Santa Clarita Chamber of Commerce, No. 3 on the list, was forced to eliminate its chief executive position – then held by Lois Bauccio – after an expensive lease left it in dire financial straits. As the chamber prepares to move into its new headquarters on Oct. 12 following more than a year of renting space at Santa Clarita city hall, President John Musella is looking forward to regaining the confidence of the local business community. “We won’t just exist because we’ve always existed – we will have a strong, clear purpose and mission,” Musella said. After a strategic plan for its future is finalized, the organization will launch a new member drive with the goal of growing the group by 10 percent in the first six months of 2018, he added. Digital benefits While advocacy and business growth remain fundamental values for chambers, the way they disseminate information to members and attract new ones has shifted dramatically. The Greater San Fernando Valley Chamber has embraced platforms like Facebook Inc.’s Instagram in order to engage a younger audience. While some organizations are hesitant to jump on digital initiatives, Vanyek thinks it’s essential to appeal to the “millennial mindset,” she explained. “Whether its an e-blast or a Facebook post or Instagram, social media attracts a completely different, younger generation,” Vanyek said. “Most of our outreach now is done through social media.” Utilizing social media has boosted attendance at events, Vanyek attested. The Greater Conejo Valley Chamber has seen success in digital marketing as well, particularly through its online directory. Many business owners view the search engine ranking boost that comes with a directory listing as more than enough to justify membership, Lederer said. “If you got nothing else from your chamber membership – which is of course not the case – that would be worth it right there,” she said. The chamber has devoted an increasing portion of its $2.2 million budget to building out internet resources for its members, including a revitalized website that is slated to launch in the next few weeks. “We love being able to bring that kind of technology to our businesses, some of whom may not be able to do it on their own or can’t do it as well,” Lederer added. “Few of them have the reach that we do.”

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