by Mike Sharkey
Staff Writer
If the National Football League can realign itself for the 2002-03 season, why can’t the Chamber of Commerce? Starting next year, the Chamber will divide into three separate, internal entities, all with their own vice president.
Chamber executive vice president Jerry Mallot will still handle the Cornerstone effort and its business initiatives. Linda Wilson will oversee marketing and member development and Anna Scheu will oversee Chamber events and member benefits.
“The major shift within Cornerstone is we are including the small business function within Cornerstone,” said Mallot. “The reason for that is when we looked at our small business division and the way it is structured, it really is an economic function for small businesses and it fits with Cornerstone.”
The combination will allow what was once two divisions within the Chamber — the small business division goes by the name of CHASE — to act as one with a common staff and a common goal. Because Cornerstone and small business development are so closely related, the union made sense from a work force and economic development goal standpoint.
Bob Baldwin will continue to oversee the small business division, but he will report directly to Mallot and the Cornerstone staff.
“The functions of each will change, just expand,” said Mallot, who will now have 25 people in his division.
Mallot said the decision to combine the membership and communications divisions under the same umbrella followed the same logic as the Cornerstone decision.
“It’s important in order to better communicate the message and information of the Chamber to our members,” said Mallot. “Information came mainly out of our membership division. And we’ll be able to take advantage of Linda’s and others’ skills.” Wilson will become a senior vice president as a result of the shift and work with a staff of 12.
Considering the Chamber has over 4,000 members, organizing Chamber events can be an overwhelming undertaking. In the coming years, that job will go to Scheu and her staff of eight.
“They will handle all major events of the Chamber, including our Cornerstone meetings, the Martin Luther King event and the annual leadership trip,” said Mallot. “They will also handle government affairs, the Beaches Chamber and the chairman’s initiative and strategic planning session.”
The decision to reorganize was made last summer by consulting with current Chamber chair Carol Thompson.
“We’ve been working on a strategic direction and plan for the Chamber for the past six months under Chairman Carol Thompson,” said Mallot. “Walt Bussells [of the JEA] and Elaine Johnson of Right Associates [Right Management Consultants] also helped us.”
The main purpose of the realignment, Mallot said, is to better decide what opportunities are available for both Jacksonville and businesses interested in relocating or branching into Jacksonville.
“We are looking at opportunities, our efficiency and strategic issues and how they align to meet the needs of the future,” said Mallot.
Sometime in January the Chamber will launch its new marketing platform for Jacksonville and the surrounding region. Mallot said the new approach will focus on marketing through websites and e-commerce. With the help of Whittaker associates in Michigan, the Chamber has created a new marketing strategy that picks up where the last one ended.
“It dovetails into our marketing plan,” said Mallot, adding they have been working on the plan for several months. “The last plan was created about five years ago.”
In the coming year, Mallot said he expects the economy to rebound. Rather than target any specific industries in 2002, Mallot said the Chamber is more interested in companies who would like to establish or move their headquarters to Jacksonville. Such a corporate decision is a reflection of that company’s commitment to the area.
“The focus next year is first and foremost on headquarters,” said Mallot. “Some moved here this year and we are expecting more next year. The exact type of industry is less important than what it brings to the area. Headquarters show commitment and an investment to the community.”
Mallot also expects the economy to slowly take a turn for the better as 2002 progresses.
“I think business will improve over the first six months and get more aggressive over the next six months,” said Mallot. “[Business] Prospects have actually picked up and I think that’s a good sign. That’s an indication that is business is expected to pick up.”