Virginia Tech partners with Averett University for hospitality and tourism summit

Through the Future of Hospitality and Tourism Workforce Summit, Averett University and Virginia Tech’s Pamplin College of Business brought together nearly 75 industry leaders, policymakers, community representatives, related stakeholders, and academia to gather perspectives on topics such as workforce, education, and destination development as well as exchange ideas about ways to continue building upon the regional progress already made in this sector.

“The revitalization of Danville, Bristol, and Portsmouth has created growth opportunities, especially within the hospitality and tourism sector. Addressing the labor – and related housing and support service needs – of this emerging sector while ensuring that the existing hospitality businesses are not negatively impacted, will require industry, public sector, educational, and non-profit stakeholders’ collaboration,” said Starlette Johnson ’85, vice president of the Pamplin Advisory Council and trustee with Averett University, who served as emcee for the event.

The five-hour summit, held at Danville’s Institute for Advanced Learning and Research, featured experts in academia, industry, and government from across the commonwealth in various presentations, panel discussions, and breakout groups.

The goal of the symposium was to bring together academics, policymakers, industry leaders, community representatives, and related stakeholders to attempt to address some of the pressing issues facing the hospitality and tourism sectors currently as well as opportunities such as new gaming, entertainment, and lodging establishments are developed in southern Virginia.

Collaboration in education

“Collaboration and shared commitment are the cornerstones of progress in the hospitality and tourism sectors,” said Phil Xiang, department head for the Howard Feiertag Department of Hospitality and Tourism Management. “Workforce development, destination management, and economic development are challenges for our sector that require a multifaceted approach. Partnering with Averett University, with their outstanding commitment to the region, we embrace our role in advancing solutions for the region, for educational excellence and community growth.”

Collaboration was key to the realization of the joint summit. Leaders from the hospitality management and tourism academic programs from both Virginia Tech and Averett worked to assemble almost 20 thought leaders to present on varying topics throughout the day.

“It is important for Virginia Tech, Pamplin, and our own department to raise the awareness of our capabilities to support socio-economic development in southern Virginia among the communities,” said Xiang. “We believe this is just the beginning. Through this partnership, there are many avenues to pursue in terms of program development, student learning experience, faculty research, and community outreach.”

When Averett University, a private university in Danville, announced that it would be launching a hospitality management and tourism concentration and minor, faculty from the Feiertag Department of Hospitality and Tourism Management were quick to lend their support.

“As one of the largest and longest-standing programs in the commonwealth, I think it is important for Virginia Tech to be a leader in this space for our region,” said Kristin Lamoureux, director of Pamplin’s Master of Science in business administration and a concentration in hospitality and tourism management graduate program.

“As a land-grant university, we're committed to supporting the region that we're located in.”

Land-grant mission

Inspired by Virginia Tech motto, Ut Prosim (That I May Serve) and the college’s land-grant identity, Virginia Tech is dedicated to improving the quality of life and the human condition within the commonwealth and throughout the world.

Echoing that mission was Saonee Sarker, the Richard E. Sorenson Dean of Pamplin College of Business, and one of the featured speakers at the symposium. During her Q&A with Johnson, Sarker revealed that she is a tourism and hospitality person at heart, as one of her first jobs was working for South Africa Airlines, an experience she called “foundational.”

Sarker went on to explain why she felt it was important for Pamplin to embark on cooperative ventures, such as the workforce summit, with other universities.

“Programs and partnerships with Averett, such as this workshop, can help raise awareness of the overall value proposition for industry to do business here and throughout the Commonwealth,” she said. “Collectively we can combine forces to use our respective strengths in a way that can maximize the benefits of tourism while minimizing the challenges. We can each use our respective strengths and areas of specialization to provide a variety of talented graduates.”

The Howard Feiertag Department of Hospitality and Tourism Management is one of Virginia Tech’s highest-ranked departments globally. According to QS World University Rankings, the department is ranked 25th internationally and fifth in the United States. Because of the department’s strength and reputation, according to Sarker, it has a responsibility to the region.

“We have a duty to support economic enterprises relevant to the commonwealth including hospitality and tourism workforce development,” she said. “We live here too. We see firsthand the potential for tourism and hospitality development in this gorgeous and culturally vibrant part of the world. Southwest Virginia is beautiful and has a wonderful warm culture.

“As a business school, we can assist in addressing all manner of challenges and opportunities in a multifaceted way that considers a wide variety of stakeholders and their needs.”