When Charlottesville Leveled Up

A Program Reset Built to Deliver

For chambers navigating leadership transition or membership fatigue, Charlottesville’s recent program reset offers a practical blueprint for strengthening value without starting from scratch.

After serving as Interim CEO, Charlottesville Regional Chamber of Commerce’s (Va.) Andrea Copeland took the role permanently in June 2025 with a clear-eyed view of what needed attention. Programs had been neglected during years of transition, benefits were not being fulfilled consistently and volunteer infrastructure needed a reset.

Her approach is a playbook for any chamber looking to strengthen value without reinventing everything at once. Copeland’s strategy was simple and disciplined: build the right team, tighten the promise and deliver benefits members can feel.

Visionaries in Partnership (VIP)

Charlottesville’s top investment program used to be called Partners in Trust. Copeland renamed it Visionaries in Partnership, a move that did more than refresh a title. The acronym, VIP, gave the chamber a stronger way to talk about top investors as “Chamber VIPs,” signaling value and exclusivity without changing the chamber’s mission.

The bigger change was operational. The chamber enhanced benefits to match what top-tier investors are paying. Copeland noticed gaps in basics, including event access. “Our partners are paying $15,000 to $25,000,” she said. “And what I noticed is we weren’t providing tickets to events.”

Charlottesville responded by strengthening the package with benefits that create repeat touchpoints and clearer return on investment, including:

• Full tables at major events for top-tier partners
• Leadership program seats or discounts
• Discounts for Chamber Day at the Capitol and other programs
• A new chamber board chair and CEO reception focused on appreciation and a results recap
• Exclusive behind-the-scenes tours of major local assets, creating “golden ticket” access and peer networking
• Thought leadership articles in the chamber newsletter, starting quarterly for top-tier investors, with plans to scale as the program grows

The results were immediate and measurable. Copeland shared that previous partners renewed, one upgraded and the chamber brought on a new investor for 2026. In one case, a partner increased its commitment by $10,000 after benefits were enhanced.

The lesson is not to rebrand everything. It is to deliver consistently and package the value so members can see it.

Reviving Ambassadors

Charlottesville’s ambassador program faded during the pandemic and the lean staffing period that followed. Copeland wanted it back, but she did not want a casual reboot. The chamber rebuilt the program with structure and commitment, creating an application process and  fee.

Why charge volunteers? Copland said the fee creates accountability, and the program returns value to ambassadors through visibility and connections. As a former ambassador herself, she credits the role with elevating her professional profile and expanding her network.

The relaunch began with an inaugural cohort of eight ambassadors, supported by membership coordinator Zach Hall and Copeland as staff liaisons. To keep the program sustainable for a small team, the chamber will also have an ambassador chair and mentorship from an experienced former ambassador.

Charlottesville is also taking a smart approach to expectations. Instead of assigning a long list of quotas, Copeland and her team plan to set benchmarks with the cohort, focusing on goals that are achievable and impactful. That balance matters. Chambers need ambassadors to support retention, recruitment and engagement, but volunteers should not feel like they signed up for a second job.

Chamber-to-Chamber Learning that Scales Leadership

Charlottesville is also formalizing a “chamber-to-chamber” trip as a recurring program, rather than a one-off. This year’s destination is Chapel Hill, with plans to travel in May 2026. Copeland emphasized that the trip is designed for learning and relationship-building, with room for fun and community experience.

A key operational twist is how the chamber staffed it. A chamber member, David Newsome of Tapestry, stepped in as travel partner and took on much of the logistics. In return, he joined the VIP program at the $5,000 level, structured as a trade that reduces staff workload while expanding program capacity.

As one board member put it, “The magic happens on the bus.” The learning is not limited to meetings. It is the conversations, the bonding and the shared perspective members bring home.

Transition Without Losing Momentum

Leadership transitions can present challenges, but Copeland leveraged the moment to strengthen the chamber by stabilizing the team, sharpening the value proposition and investing in program design that people can experience. As a result, the Charlottesville Chamber executed a major move at the end of 2024, recruited 85 new members and posted 92% retention in 2025.