We work with our members, partners and investors to accomplish our mission-work. Together, we are the trusted source for growing our region's business, activating high-impact leaders, and building a strong community. Our mission-work builds a place where people want to visit, live, invest, work and play. That achieves prosperity for everybody. This issue reviews how each mission-work division is accomplishing that through the halfway point of 2021.

Economic Development

New job creation and business expansion impact businesses by creating meaningful opportunities to sell goods and services to new businesses and residents. Our Economic Development Division works with industries both large and small to increase job growth and business expansion. They also work with individuals to support and increase our growing small business community.

2021 Goals

Goal #1: Be a Business-friendly Community Focused on Business Growth and Commercial Development in Rogers and Lowell
Goal #2: Invigorate Commercial Development in Lowell through Business Expansion and New Retail Opportunities through $5 Million in New Capital Development
Goal #3: Create Workforce Development Opportunities in Our Community
Goal #4: Engage the Small Business Community
Goal #5: Engage Minority Communities within Northwest Arkansas with Programs and Offerings
Goal #6: Continue to Create Quality of Place Initiatives to Attract a Diverse, First-Class Workforce

2021 Outcome Highlights (through May)

-Currently over $75 million in active commercial construction projects going on in Rogers.
-Have hosted two LIC meetings, the first focused on employer rights regarding vaccines and the second was on new workforce development tools offered through the UA.
-Quarterly reports to the City of Rogers as part of our contract include the following data:
 • Job Creation: 1,230 jobs created from January-April 2021
 • Unemployment Rate: 3.1 in April, down from 3.4 in January
 • Labor Force: 1,147 (growth in labor force from January-April 2021)
 • Sales Tax: Rogers has collected $11.2 Million through June. This is 55% of the record setting tax collections in 2020.
 • Expansions: Five manufacturers in Rogers currently have expansion plans resulting in a combined $55 million in capital investment and 175 new high-wage jobs.
-Have responded to 14 total inquiries regarding expansion and relocations for industries in Rogers and Lowell.
-Current count is 51 completed surveys as of June and have 4 additional surveys already scheduled for July
-Hosted a K2J event in June focused on workforce development and help facilitate a factory tour of Glad with 12 CTE educators from across the region.
-Staff helped promote and recruit employers to participate in the Rogers New Tech Internship/Career fair in April. Nearly 50 businesses participated.
-Have hosted 3 Chamber Tutorials in 2021.
-Have hosted one virtual and one in-person Hustle in Heels luncheon. The in-person programs for August and November already have speakers and topics confirmed.
-Have had six discussions with developers related to affordable housing for our workforce. Plans are hopeful for a new multi-family option in Downtown Rogers.

Downtown Development

Our Downtown Development division is the primary point-of-contact for economic development in Downtown Rogers and provides resources and help implementing the Downtown Rogers Initiative Plan. They focus on increasing the number of businesses, employees, and residential properties in the downtown core. They also cultivate strong relations with existing businesses and government entities, identifying opportunities to activate underutilized properties, connecting potential partnerships and facilitating business relations to maximize resources for downtown and the surrounding community.

2021 Goals

Goal #1: Increase Multi-Family/Mixed-Use Residential Development Downtown Rogers
Goal #2: Attract Supplier, Professional Services and Light Manufacturing Employers and Jobs to Downtown Rogers
Goal #3: Establish the Rogers-Lowell Area Chamber of Commerce as the Primary Point-of-Contact for Doing Business in Downtown Rogers
Goal #4: Connect All Activities to the Mission of Economic Development and the Master Plan with at Least Six Public Announcements
Goal #5: Showcase Why Downtown Rogers is an Ideal Place to Conduct Business, Raise a Family and Enjoy Quality of Life Amenities and Activities
Goal #6: Develop and Promote Downtown Rogers as a Destination Location for Arts, Music and Other Interactive Experiences
Goal #7: Build Community Value through Effective Activation of Under-Utilized Properties

2021 Outcome Highlights (through May)

-18 multi-family units are in the development planning, this is a 20% increase over 2019 number.
-6 business owners that we made the first contact within NWA have established businesses/signed leases. Four in Downtown Rogers and two in other nearby cities.
-Participated in Monthly Stakeholder Meetings with DTR Inc., City of Rogers Community Development, RDP Merchants Association, Rogers Historical Museum and APT Theatre.
-Conducted site tours with three developers seeking to develop mixed use space.
-Conducted site tours with 4 business owners seeking to open light manufacturing, retail or restaurants.
-Facilitated site locations in and near downtown Rogers for four film production companies and two monthly magazines.
-The Chamber communicated the creative economy and highlighted businesses that offered interactive experiences through press releases, articles and social media promotions.
-Provided programs for more than 1,100 school children from Arkansas Arts Academy, Rogers Middle Schools, Pea Ridge Elementary School, Eureka Springs Elementary School, West Side Ballet students, and 3 non-profit organizations. (Ra-Ve Cultural Community, T.A.S.C. and a home school organization.)
-Serving on the City of Rogers Alleyway Activation committee.

Government Affairs

Our Government Affairs division serves as the link between members and local, state and federal government by advocating for pro-business and quality of life issues that are important to Northwest Arkansas. They also engage in activities that produce long-term positive impacts including voter registration and education, engagement of members in the political process and continuously improved outreach efforts.

2021 Goals

Goal #1: Serve as the Regional Link Between Business and Government by Defining Legislative Priorities that Help Our Local Economy Grow
Goal #2: Ensure the Voice of Business is Heard and Represented On Local, State, and National Legislative Policy Issues
Goal #3: Advocate For Business-Driven Policy that Impacts Businesses of All Sizes (Taxation, Regulation, infrastructure, Etc.)
Goal #4: Engage the Community in the Political Process Including Registering to Vote, Contacting Legislators, Hosting Educational Forums, and Organizing Calls to Action
Goal #5: influence Long-Term Prosperity and Quality of Life For Our Region

2021 Outcome Highlights (through May)

-The Division worked with the NWA Council to develop the NWA Regional Legislative Agenda. The top priority of the legislative agenda was to work with the Governor to pass a meaningful Hate Crimes Bill. The Hate Crimes Bill passed both Houses of the General Assembly and was signed by the Governor into law. The RLACC Government Affairs Staff coordinated the strategy to secure passage of the legislation through the NWA Council and the Arkansas State Chamber of Commerce.
-Production for the legislator spotlight program “In the District” is in planning and will debut this Fall.
-State Legislative Forums were adapted for Zoom and received higher than average participation than the live forums conducted in the past.
-RLACC Staff met with the Bentonville Chamber, Mayor Ormand, and an outside consultant to develop a strategy for the bond election. The campaign plan we suggested was implemented and the measure passed with overwhelming support in a low-turnout election, which was the goal.
-The Reverse Washington Fly-In is currently planned for September 1st in Rogers.
-Staff has worked diligently to establish the Northwest Arkansas Civic and Community Leadership Program.
-Worked with the NWA Council and the Arkansas General Assembly to advance the healthcare destination initiative. The Legislative Council approved the funding for an additional 92 residency slots for Washington Regional in Northwest Arkansas.

Community Development

Programs in our Community Development Division impact and enhance the quality of life in Rogers, Lowell and the region. They are committed to expanding our diversity, equity and inclusion (DEI) initiatives to better welcome the growing number of residents, workers, and visitors from all backgrounds. They also support educational programs and help develop our leaders for the future.

2021 Goals

Goal #1: Positively Impact Future Leaders
Goal #2: Ensure Leaders Represent the Entire Community
Goal #3: Increase and Activate Next Gen Leaders with Programming through Northwest Arkansas Emerging Leaders (NWAEL)
Goal #4: Monetize Chamber’s Spanish Seminar Series Quarterly Educational Opportunities
Goal #5: Increase Minority Small Business Membership
Goal #6: Improve Graduation Rates for Minority Students
Goal #7: Serve as the Welcoming Coordinator for the City of Rogers

2021 Outcome Highlights (through May)

-Worked with Greater Bentonville Area Chamber to form 2021 LBC cohort, with a total of 32 participants.
-Worked with Greater Bentonville Area Chamber to form the sessions and provide relevant content around DEI, State and Local Government, Healthcare, Education, and Economy.
-Continued the relationship with Arkansas NOP Alliance and Arkansas Community Foundation to learn of current Board Openings to inform participants of openings.
-Partnered with EngageNWA, University of Arkansas IDEALS Institute, and other local Chambers to host and participate in DEI Regional Cohort.
-15 small to mid-size businesses to participate in the DEI Regional Cohort.
-Provided six trainings for Chamber Members on DEI issues, problems, and solutions topics will include Diversity in the Workplace, Diversity in NWA; Creating Cross-Cultural Dialogue, Building Inclusive Teams, Unconscious Bias, Creating More Effective & Diverse Boards and Councils, Choosing Respect in the Workplace.
-Year to date we have signed up 18 new minority owned businesses.
-We had 60 entrepreneurs attend our first two quarterly Spanish Seminar programs on how to start a business.
-We have provided 8 minority business entrepreneurs with mentors and connected them to professional services and assistance year to date.
-We have two staff members serving on the Board of the NWA Food Bank. We participated in the TRAIN cohort DEI training for our Region.
-Participated in a mentor capacity for the Hispanic Leadership Council’s LatinX on the Rise mentorship cohort reaching out to 15 students through this program.

Visit Rogers

Visit Rogers creates economic opportunity for our community by attracting meetings, conventions, tournaments, events and leisure visitors to the city of Rogers and Northwest Arkansas. Overseen by the Rogers Advertising and Promotion Commission, Visit Rogers is our Destination Marketing Organization responsible for marketing the city to visitors.

2021 Goals

Goal #1: Promote Rogers as a World Class Destination, generating tourism revenue that funds investment in building the destination’s strength and quality of place
Goal #2: Build Awareness of Rogers as a World-Class Destination through Digital, Print, and Social Media Marketing Strategies
Goal #3: Align the Rogers Community Around a Shared Value Vision for Tourism
Goal #4: Champion Destination Leadership Principles and Practices in Rogers
Goal #5: Support Rogers-Lowell Area Chamber of Commerce Goals and Objectives with Visit Rogers Destination Leadership

2021 Outcome Highlights (through May)

-Sourced 32,841 future room nights, generated 67 leads to partners and produced 3,060 definite room nights through all Visit Rogers sales efforts
-73,250 users, 99% of them new, have visited visitrogersarkansas.com YTD 2021, resulting in 166,360 pageviews, visiting landing pages highlighting the outdoors, downtown developments, and local entertainment and things to do.
-173 Facebook posts reached 293,984 users with 308,764 impressions. 322 Twitter posts generated 129,339 impressions: Instagram posts reached 252,519 users with 274,299 impressions; 1,150 Instagram stories have YTD reached 195,683 users generating 197,540 impressions, gaining 10,765 new followers to Visit Rogers Instagram account. Google posts YTD 2021 total 175,282 views and 4,723 engagements.
-New sales collateral produced for meetings and sports markets, digital and print versions represent most current Rogers product and amenities.
-Destination Rogers NEXT Advisory Task Force assembled to examine critical factors influencing community tourism alignment and evolution of the destination Rogers brand. Results and recommendations are being coalesced for presentation to the group late summer.
-Personal visits to local businesses engaged by Visit Rogers staff, encouraging marketing participation and sharing of resources. Current and ongoing.
-Presented 2021 Tourism Talk event at the Walmart AMP during National Travel & Tourism week. Joint event with Northwest Arkansas Travel & Meetings Professionals group gathered over 100 regional hospitality stakeholders together for content focused on destination recovery, market developments and placemaking branding.
-Visit Rogers staff plays key roles in development of digital “The Good Life” magazine, small business spotlights, membership engagement, Staff Food Days, front desk coverage and building operations.

Downtown Rogers, Inc.

Downtown Rogers (DTR), Inc. creates experiences designed to bring our community together in the downtown district to celebrate the past and embrace the future. They work hard to make downtown a destination where people can explore
our historic brick streets and buildings and enjoy fun, recreational activities. It’s all about uniting the downtown area’s unique mix of creatives, artisans, cuisine, and entertainment.

2021 Goals

Goal #1: Bring the Community Back Together Again in Our Newly Renovated Spaces
Goal #2: Relaunch DTR Farmers Market with Base for Continued Growth
Goal #3: Strong Community Support for Program Funding

2021 Outcome Highlights (through May)

-Events and marketing that represents the varied cultural interests of the citizens of Rogers has created a more diverse attendance to downtown our scheduled activities.
-Continue to have a dense downtown calendar on our website and our newsletter maintains a vast audience every week with continual gains in interest.
-Two videos were produced for the DTR Market. One for Vendor Recruitment and another for promoting the market season. Another video is currently in production for promoting the upcoming Frisco Festival.
-The DTR Market was moved to the new plaza so we no longer have access to the building. As a result we had to drop the brunch program.
-Started a vendor resource page on our website. We send weekly emails to the vendors and speak to them individually at every market. This is very important for getting know them and their needs.
-DTR market has nearly 50 vendors, averaging about 30 in attendance each Saturday, May-October. Many vendors have stated that their sales have been twice to even three times what they have been at the old location.
-On track for exceeding our goal of tripling the number of sponsors and partners we work with this year. Right now, we have more than double the organizations and businesses than last year.
-Surpassed our goal of doubling last year’s sponsor and partner value with over $120K in monetary and in-kind support so far.

View the full version of each division's report HERE.

2021 Strategic Goals | Program of Work