Alliance Head Looks for Partnerships, Better Marketing

Taking the helm of an organization whose mission some believe is unclear to many in the business community, Ron Wood says building better partnerships with other groups and adding a heavy dose of marketing will help strengthen the Valley Economic Alliance’s connections to the area. Wood took the helm of the Alliance as president and CEO on Jan. 18, replacing the group’s long-time leader Bruce Ackerman who died of cancer Aug. 26. Wood, the former president and CEO of the San Gabriel Economic Partnership from 2007 through 2009, is also a 37-year veteran of the newspaper industry. He was publisher of the San Gabriel Valley Newspaper Group for nine years, and has worked at the Daily News and other newspapers. “We want to strengthen our investor relations, because after all, it’s our investors that help us achieve our core mission. And we want to improve the alliances and partnerships with our strategic partners — VICA (Valley Industry & Commerce Association), for example, and the VEDC (Valley Economic Development Center).” Some ideas for achieving those goals include adding a full-time investor relations position, which is currently only a part-time position, and collaborating more with other local economic groups through events, programs and resources. “Our short-term goal is to improve our Web sites and to improve the recognition of the Alliance as a community partner,” Wood said. “We (also) hope to partner with the media on some additional Web sites and bring the organization out in the sunshine, so to speak.” While at the San Gabriel Valley Economic Partnership, Wood helped grow the group by 40 percent. In addition to being the top executive at that organization, he was on the group’s board of directors for nine years as well as on other boards of other organizations, such as the Los Angeles County Economic Development Corporation. As a resident of Pasadena who has also lived in Glendale, he is familiar with the San Fernando Valley. Those involved in the Alliance are looking to Wood to strengthen the organization and he said he can do that. “What we hope to do is take what’s been done here and build onto that,” Wood said. Reaching out VICA Chairman Daymond Rice said his group and the Alliance have worked together in the past and have goals that mesh well together. “I think there’s an opportunity to work more effectively together, and we’re excited that Ron is enthusiastic about that,” Rice said. “It is always helpful when different organizations collaborate to support a common goal. I think the Alliance is well-positioned to talk about the state of the economy in the Valley, (and) I think VICA is well-positioned to pursue legislative solutions to those challenges,” he said. Another area Wood is determined to improve is the organization’s marketing efforts. Wood said he is hoping the organization can produce stories for media outlets that highlight growth spots in the economy and the work of the Alliance. He would also like to hire someone to serve as a director of communications and Web master. As for defining the role of the organization, Wood said it should be thought of as a three-legged stool that needs all three legs to stand. First, the organization markets itself and the San Fernando Valley’s business community; second, it assists businesses with services such as its layoff aversion program; and third, it educates businesses about issues related to the economy. Richard Leyner, the director of fundraising and marketing for the United Chambers of Commerce of the San Fernando Valley, said improving marketing is a step in the right direction for the Alliance. The United Chambers serves as a member of the board of directors of the Alliance. “I think their events are terrific, but I don’t think they reach out enough outside of their circle,” Leyner said. “Bruce has been phenomenal at getting the Economic Alliance to where it is, but now that Ron’s here, his job is to get that to the next stage. That should be done through marketing.” He said he is pleased about Wood’s appointment because of his level of experience. He added the organization’s strong point had been its role in helping people get jobs, though he would also like to see the group increase its marketing of the local tourism and entertainment industries. Teamwork Those who have worked with Wood describe him as a go-getter who knows how to be collaborative. “He’s a team player,” said Mike Shay, vice president of investor relations at the San Gabriel Valley Economic Partnership. “He’s a leader, but he understands the concept of working as a team. He knows how to delegate, and he’s also… a master at holding people accountable.” Shay, who has worked for the partnership for six years, said Wood’s previous experience as a publisher was also a major asset to the organization. “He just knew so many people, and it was easy to connect,” Shay said. “I’m sure he’ll bring some of that to the table when he goes out there.” Tracy Rafter, a vice chair for the Alliance and the CEO of BizFed, also interacted with Wood when she worked as the publisher of the Daily News. “He works with people through their talents, and then he expects them to achieve great things on their own,” Rafter said. “He’s always been good at bringing a lot of diverse people with different skills and backgrounds together to work on a common cause or purpose.” Rafter added that as a former newspaper publisher, Wood also brings strong communication skills to his new leadership role. She said she would like to see him connect with key shareholders early on and at a greater level than past efforts. Harvey Berg, a vice chair and management committee member for the Alliance, said Wood was chosen largely because of his previous experience. He also said he expects Wood will bring his own leadership style. “One of Bruce’s major strengths was his managerial and administrative organization,” Berg said. “Ron’s probably got a little bit more external focus, more toward the outreach side. The organization will change to some degree to reflect that personality change.” With the help of a search firm, the Alliance spent months narrowing down the key candidates for the leadership position. Wood was selected by the Alliance’s search committee, which was made up of the organization’s management committee members and co-chairs of the group’s committees. The final decision to hire Wood was finalized by the organization’s board of directors.