Editor's Note:This article was paid for and written by the Roanoke Regional Partnership and approved by Area Development.
Roanoke, Virginia, a pivotal historic railroad town in the American Southeast, is now experiencing a resurgence as a vibrant manufacturing hub. The city of Roanoke was born when the railroad was built through the region, and the area grew to boomtown status when Norfolk & Western Railway built its corporate headquarters in the city. After more than 130 years, the city began a process of reinvention when the railway relocated.
When faced with a loss experienced by many cities throughout the country, Roanoke embraced the change and opportunity. Since then, the Roanoke region has grown to the largest metro area west of Richmond, with 330,000 residents in the metro area and 600,000 within an hour’s radius. The secret to that growth and reinvention has companies like Wabtec Graham-White, Mack Trucks, Altec and New Belgium landing and growing in and around the Star City.
Key changemakers say the linchpin is transformation fueled by partnerships focusing on communication and creating high-speed solutions that benefit everyone on board.
The Ticket to Ride
Roanoke accounts for half of Virginia’s manufacturing growth in the last five years, with a labor force that is at its highest level in nine years and is continuing to grow thanks to the bounty of benefits the area offers. Advanced manufacturing, life sciences, and technology are just a few of the industries that contribute to growth and stability in the region.
Businesses and residents alike celebrate the outdoor amenities available in the region, including an array of trails, greenways, rivers, and acres of national forest. These amenities are located minutes away from the City’s bustling downtown, making it easy for workers to transition from work to play. Capitalizing on these natural elements and celebrating a low cost of living makes Roanoke more enticing than ever.
Full Steam Ahead
John Hull, executive director of the Roanoke Regional Partnership, emphasizes that collaboration is what fires up the engine of economic development, along with proactive development practices.
“Localities and businesses alike are committed to success in our region,” said Hull. “Each group is committed to helping a new or expanding business find the right fit in our region. Our role is to bring the right partners to the table to ensure all of a business’s needs are met – from location to utilities.”
Supporting this growth are tailored educational initiatives provided by the local community college, Virginia Western Community College (VWCC). VWCC works with local businesses to determine their needs to create courses and curriculum that correspond. Because of the adaptability inherent in the community college model, VWCC can pivot quickly to deliver quality training efficiently and at an accelerated pace.
Amy White, dean of the VWCC School of Science, Technology, Engineering, and Mathematics, and Workforce Solutions says customized training is crucial. Assertively, she notes the college’s role in preparing workers for emerging sectors such as, 3D printing, agriculture technology, and autonomous vehicle technology—some of the fastest-growing segments in US industrial manufacturing.
We like to think we are not only supporting a workforce, but a thought force.
“Mack Trucks is a great case study for this,” said White. “Mack found they could attract young workers to the plant because of its brand value, but its labor force didn’t have the skills to ramp up production. They reached out for our insight, and we came into the plant just to get a feel and listen to leadership to better understand their challenges.”
Virginia Western then created 10 custom training modules they implemented on-site at Mack’s factory. The speed at crafting a curriculum and providing training at the factory for employees on the job is a rarity and a huge differentiator in the higher education realm.
Initiatives like this save employers and employees time, money, and resources by making hiring and training processes more efficient.
“It’s not about filling a worker gap; we know they’re out there. It’s about filling an information gap so developers can create a vibrant business environment with a plan in mind to set people up to succeed,” said White. “We like to think we are not only supporting a workforce, but a thought force”.
Next Stop: Roanoke
Doug Agner, vice president and general manager at Graham-White Manufacturing Company (a division of Wabtec), notes that manufacturing in this century requires evolving skills and employees who can speak the language and be fast learners.
"We're advancing into technology 4.0," Agner explains, emphasizing the shift towards hybrid skills combining traditional trades with advanced technologies like robotics and AI.
In 2022, Wabtec decided to close a large facility in Pennsylvania. Graham-White was competing with other Wabtec facilities worldwide and domestically to bring that business to Salem.
600,000
“The Roanoke Regional Partnership helped us to put together an excellent business case on why Wabtec should invest in the valley, aligning with various suppliers in the area, with a plan for the resources and for the skilled trades to be able to fulfill the staffing challenge that we'd have,” recalls Agner.
To get approved to move forward with Wabtec, RRP helped Agner’s team promote the expansion to get winning candidates to come on board. It also coordinated brainstorming sessions with a variety of suppliers to create specialized training programs, and researched incentives to aid in funding them.
“The workforce development piece and connections and all the different suppliers we networked with help us build a robust, comprehensive plan for the project,” said Agner.
For many workers, Agner has found it’s not just the job opportunities but also the area’s livability that sells itself.
“Roanoke is a great little city to live and work,” adds Agner. “RRP’s collaboration helped us share all the amenities our valley has to offer, and the amazing quality of life we have here. All the parks, trails, close location to lakes and the beach; it’s really a well-kept secret.”
All Aboard
Roanoke's resurgence as a manufacturing powerhouse is a testament to the synergy between industry, educational institutions like VWCC, and the community support from RRP facilitating conversations that come with meaningful routes to success. As manufacturing trends evolve, Roanoke stands poised with a framework to continue its trajectory, offering a blueprint for other communities looking to foster economic growth through collaborative efforts and improved communication that results in innovative solutions.
“When it comes to talent and workforce solutions, the way we work is constantly changing,” adds Hull. “It is important to maintain flexibility to provide the most nimble solutions in a dynamic environment. It’s an ongoing process of predicting the changes and then iterating on solutions. To keep this momentum going, a region’s leaders must work with local industry and colleges to listen, learn and to keep moving.”
