Welcome back!

Elevate

A summit for Roanoke area businesses and nonprofits

November 7-8, 2024

Freedom First Headquarters

207 Bullitt Ave SE, Roanoke, VA 24013

November 7-8, 2024 in Roanoke, VA

Are you a business owner looking to take your business to new heights or hoping to lay the groundwork for greater success?

Are you a nonprofit leader ready to double-down on your mission and connection with the community?

Elevate is a conference designed with the goal of providing local businesses and nonprofits with information, resources, and motivation to generate growth. We’re bringing you valuable content and engaging speakers. Learn new tactics to implement in your business or nonprofit and make valuable connections with other business owners and leaders in the community.

Elevate will offer general sessions for all and breakout sessions designed around Small Businesses, Nonprofits, and Women and Minority Owned Businesses.

Secure Your Seat Today

Schedule Overview

Thursday, November 7th

Time	Session	Location
8:00 - 8:45 AM	Registration & Breakfast from Schaals Catering	Elmwood Room (1st Floor)
8:45 - 9:00 AM	Introduction: Shon Aguero (Freedom First)	Elmwood Room (1st Floor)
9:00 - 9:45 AM	Keynote: Walter Virgil, Jr. (Walter Virgil & Associates LLC)	Elmwood Room (1st Floor)
10:00 - 10:45 AM	General Session: Future-Proof Your Business: People, Operations & Business Strategy with Michelle Dahl (Her Idea Collective)	Elmwood Room (1st Floor)
11:00 - 11:45 AM	Breakouts: Nonprofit: Finance & Operations for Nonprofits with Bonnie Chavez (Building Beloved Communities) Small Business: Driving Value in Your Business with Tommy Battle, CEPA, CFP® (Financial Designs) Minority & Women-Owned Business: Getting Your SWAM Designation with Amanda Forrester (Roanoke Regional SBDC)	Various
11:45 AM - 1:00 PM	Networking Lunch from Schaals Catering	Elmwood Room (1st Floor)
1:00 - 1:45 PM	Keynote: Kelli Lemon (Entrepreneur)	Elmwood Room (1st Floor)
2:00 - 2:45 PM	Breakouts: Nonprofit: Development & Fundraising for Nonprofits with Shannon Watts, CFRE (Key Fundraising) Small Business: Tax and Accounting Strategies for Your Business with Jeff Barbour, CPA (Brown Edwards CPAs) Minority & Women-Owned Business: Leadership in the MWOB Space with Annette Patterson (The Advancement Foundation)	Various
3:00 - 3:45 PM	General Session: Emerging Trends in Digital Marketing with Tony Pearman (Access Advertising & Public Relations)	Elmwood Room (1st Floor)
3:45 - 5:30 PM	Happy Hour + Heavy Hors D'oeuvres from Schaals Catering + Networking	Elmwood Room (1st Floor)

Friday, November 8th

Time	Session	Location
8:00 - 8:45 AM	Networking Breakfast from Schaals Catering	Elmwood Room (1st Floor)
8:45 - 9:00 AM	Introduction: Paul Phillips (Freedom First)	Elmwood Room (1st Floor)
9:00 - 9:45 AM	Keynote: Sheri Winesett (John Mattone Global)	Elmwood Room (1st Floor)
10:00 - 10:45 AM	Breakouts: Nonprofit: Recruit and Retain a Team that Reflects Your Community with Xavier Duckett (The Humble Hustle Company) Small Business: Leadership and Management with Michelle Dahl (Her Idea Collective) Minority & Women-Owned Business: Leveraging Your Resources as a Woman and/or Minority-Owned Business with Stephanie Keener (Lynchburg SBDC)	Various
11:00 - 11:45 AM	Panel Discussion: Bringing it all Together: The Intersection Between Economic Development and Local Business Moderator: Alisha Childress (Freedom First) Pete Eshelman (Roanoke Regional Partnership) Kevin Byrd, AICP (NRV Regional Commission) Alisha Meador (Lynchburg Economic Development Authority)	Elmwood Room (1st Floor)
11:45 AM - 1:00 PM	Boxed Lunch from Schaals Catering + Networking	Elmwood Room (1st Floor)

Click the images below for details.

Location Information

(Directions, Parking, etc.)

About Keynote Sessions

About General Sessions

About Nonprofit Breakout Sessions

About Small Business Breakout Sessions

About Minority & Women-Owned Business Breakout Sessions

Elevate: Minority and Women-Owned Business Breakouts

Jeff Barbour, CPA

Brown Edwards

White Freedom First star on gray background

Tommy Battle, CEPA, CFP®

Financial Designs

Kevin Byrd, AICP

NRV Regional Commission

Alisha Childress

Freedom First Credit Union

Bonnie Chavez

Building Beloved Communities

Michelle Dahl

Her Idea Collective

Xavier Duckett

The Humble Hustle Company

Pete Eshelman

Roanoke Regional Partnership

Amanda Forrester

Roanoke SBDC

Stephanie Keener

Lynchburg SBDC

Kelli Lemon

Entrepreneur

Alisha Meador

Lynchburg Econ. Dev. Authority

Annette Patterson

The Advancement Foundation

Tony Pearman

Access Advertising

Walter Virgil, Jr.

Walter Virgil and Associates LLC

Shannon Watts, CFRE

Key Fundraising

Sheri Winesett

John Mattone Global

Conference Pricing

Freedom First Business Banking Members:

$99.00

Attendees who are not Freedom First Business Banking Members:

$299.00

Secure Your Spot Today

Freedom First Business Member discounted price is only available to those who own or are associated with a Business Banking account that is in good standing at Freedom First Federal Credit Union. If you are unsure of whether you qualify for discounted pricing, contact our Business Banking Team at businessbanking@freedomfirst.com or 540-389-0244 for confirmation.

Questions about Elevate?

Contact & Help Center

We're available to our members day and night. Our Help Center is here to assist you with any questions you may have.

540-389-0244 866-389-0244 Routing #: 251483023

Freedom First Headquarters

207 Bullitt Ave SE

Roanoke, VA 24013

Directions

You can easily access our headquarters at 207 Bullitt Ave SE from I-581 (Elm Ave exit) or via Williamson Road (Route 11). Please note that you may experience delays at the train tracks due to passing trains.

Parking

We encourage you to use Freedom First's gated parking lot that surrounds our building (Lot A). We have an overflow lot available to you across Bullitt Ave next to Lloyd Electric as well (Lot B). Please enter the building from the front entrance under the large awning facing south (towards Elm Ave).

Aerial map showing how to access Freedom First headquarters building

There is also short-term street parking available on Bullitt Ave and 3rd St SE, but please be mindful of time limits. If there are no other free options available, the paid Elmwood lot and Elmwood Garage operated by the City of Roanoke are also nearby, across the train tracks.

11/7 at 9:00 AM

Walter Virgil, Jr.

11/7 at 1:00 PM

Kelli Lemon

11/8 at 9:00 AM

Sheri Winesett

Keynote Session Descriptions

11/7 at 9:00 AM

Walter Virgil, Jr.

Walter Virgil and Associates LLC

11/7 at 1:00 PM

Kelli Lemon

Entrepreneur

11/8 at 9:00 AM

Sheri Winesett

Business Accelerators LLC

11/7 at 10:00 AM

Future-Proof Your Business: People, Operations & Business Strategy

11/7 at 3:00 PM

Emerging Trends in Digital Marketing

11/8 at 11:00 AM

Bringing it All Together: The Intersection Between Economic Development and Local Business

General Session Descriptions

11/7 at 10:00 AM

Future-Proof Your Business: People, Operations & Business Strategy

Michelle Dahl

Her Idea Collective

11/7 at 3:00 PM

Emerging Trends in Digital Marketing

Tony Pearman

Access Advertising & Public Relations

11/8 at 11:00 AM

Bringing it All Together: The Intersection Between Economic Development and Local Business

Panelists:

Kevin Byrd, AICP, NRV Regional Commission
Pete Eshelman, Roanoke Regional Partnership
Alisha Meador, Lynchburg Economic Development Authority

Moderator: Alisha Childress, Freedom First Credit Union

11/7 at 11:00 AM

Finance & Operations for Nonprofits

11/7 at 2:00 PM

Development & Fundraising for Nonprofits

11/8 at 10:00 AM

Recruit and Retain a Team that Reflects Your Community

Nonprofit Breakout Session Descriptions

11/7 at 11:00 AM

Finance & Operations for Nonprofits

Bonnie Chavez

Building Beloved Communities

11/7 at 2:00 PM

Development & Fundraising for Nonprofits

Shannon Watts, CFRE

Key Fundraising

11/8 at 10:00 AM

Recruit and Retain a Team that Reflects Your Community

Xavier Duckett

The Humble Hustle Company

11/7 at 11:00 AM

Driving Value in Your Business

11/7 at 2:00 PM

Tax & Accounting Strategies for Your Business

11/8 at 10:00 AM

Leadership and Management

Small Business Breakout Session Descriptions

11/7 at 11:00 AM

Driving Value in Your Business

Tommy Battle, CEPA, CFP®

Financial Designs

11/7 at 2:00 PM

Tax & Accounting Strategies for Your Business

Jeff Barbour, CPA

Brown Edwards Certified Public Accountants

11/8 at 10:00 AM

Leadership and Management

Michelle Dahl

Her Idea Collective

11/7 at 11:00 AM

Getting Your SWAM Designation

11/7 at 2:00 PM

Leadership in the MWOB Space

11/8 at 10:00 AM

Leveraging Your Resources as a Woman and/or Minority-Owned Business

Minority & Women-Owned Business Breakout Session Descriptions

11/7 at 11:00 AM

Getting Your SWAM Designation

Amanda Forrester & Tom Tanner

Roanoke Regional Small Business Development Center

11/7 at 2:00 PM

Leadership in the MWOB Space

Annette Patterson

The Advancement Foundation

11/8 at 10:00 AM

Leveraging Your Resources as a Woman and/or Minority-Owned Business

Stephanie Keener

Lynchburg Small Business Development Center

Small Business Breakout: Tax and Accounting Strategies for Your Business

11/7 (Thu) at 2:00 PM

Location TBD

Jeff Barbour, CPA

Partner

Brown Edwards Certified Public Accountants

Brown Edwards Website: becpas.com/team/jeffrey-barbour/

Find Jeff on LinkedIn: www.linkedin.com/in/jeff-barbour-87a10b37

Small Business Breakout: Driving Value in Your Business

11/7 (Thu) at 11:00 AM

Location TBD

Tommy Battle, CEPA, CFP®

President

Financial Designs

As an experienced professional, Tommy has spent the past three decades perfecting his skills and leadership. He enjoys digging in on complex issues or problems in order to find the simplest (not always the easiest!) path through to a shared solution. Tommy is energized to partner with the team at Financial Designs to work collaboratively with clients to meet their goals and dreams.

Tommy spent 15 years in wealth management, first as an Investments Product Manager in Richmond, VA, with Central Fidelity Bank and then as Senior Investment Management Consultant and Second Vice President at Morgan Stanley Smith Barney located in Winston-Salem, NC. Following a successful 15 year career in banking and wealth management, in 2010, Tommy followed a calling to serve as Headmaster at Virginia Episcopal School, his alma mater.

Financial Designs Website: www.financialdesigns.com/team/tommy-battle

Find Tommy on LinkedIn: www.linkedin.com/in/tommy-battle-1b132812/

Panel Discussion: Bringing it All Together: The Intersection Between Economic Development and Local Business

11/8 (Fri) at 11:00 AM

The Elmwood Room (1st Floor)

Kevin Byrd, AICP

Executive Director

New River Valley Regional Commission

Kevin began working for the Commission in 2005 as a Regional Planner and was appointed Executive Director in October 2009. He has close to 20 years of community development experience in the public sector at the town, county, and regional levels of government along with private sector consulting experience. He has a Masters degree in Urban and Regional Planning from Virginia Tech and a Bachelor of Science degree from Appalachian State University.

He is a past president of the National Association of Development Organizations (NADO), and currently serving as Secretary/Treasurer of the Virginia Association of Planning District Commissions, and is on the Board of Directors for Carilion Clinic-NRV; the Montgomery County Chamber of Commerce; Live, Work, Eat, Grow, Inc.; and the Southeast Regional Directors Institute. He has received the Distinguished Business Leader of the Year Award from the Montgomery County Chamber of Commerce along with the President’s Award from both the National Association of Development Organizations and the Virginia Association of Planning District Commissions. Through a collaborative leadership model, the New River Valley Regional Commission has been recognized as a Best Place to Work by the Montgomery County Chamber of Commerce.

When not working, you can often find Kevin running the roads and trails around the region or wetting a line in search of fish.

NRVRC Website: nrvrc.org/commission/staff/1-kevin-byrd

Find Kevin on LinkedIn: www.linkedin.com/in/kevin-byrd-1299785

Panel Discussion: Bringing it All Together: The Intersection Between Economic Development and Local Business

11/8 (Fri) at 11:00 AM

The Elmwood Room (1st Floor)

Alisha Childress

Community Development Coordinator

Freedom First Credit Union

Find Alisha on LinkedIn: www.linkedin.com/in/alishachildress/

Nonprofit Breakout: Finance & Operations for Nonprofits

11/7 (Thu) at 11:00 AM

Elmwood Room (1st Floor)

Bonnie Chavez

CEO & Founder

Building Beloved Communities

Bonnie Chavez, the CEO and founder of Building Beloved Communities, worked in corporate America in the healthcare industry for ten years and finally “made it.” She was a high-level Director at a Fortune 10 company and had a lovely paycheck but an achy conscience. When that organization underwent a merger, she was laid off and did some real soul-searching to determine what was next. Bonnie knew she wanted to help the most vulnerable people in her community. Her education, experiences, and skill sets are in business. “How could I help?” was her driving question.

Bonnie spent the last four years dreaming up and operating this consulting business. She has a bachelor’s degree in Business Administration with a minor in marketing and a master’s degree in Business Administration with a minor in economics. Bonnie is a proud lesbian Mexican-American woman who values her family, roots, heritage, and culture. Her passion is to serve her community through training & educational workshops.

Building Beloved Communities Website: www.buildingbelovedcommunities.com

Find Bonnie on LinkedIn: www.linkedin.com/in/bonnie-chavez-33070542/

General Session: Future-Proof Your Business: People, Operations, and Business Strategy

11/7 (Thu) at 10:00 AM

Elmwood Room (1st Floor)

Small Business Breakout: Leadership & Management

11/8 (Fri) at 10:00 AM

Location TBD

Michelle Dahl

Founder/Creator

Her Idea Collective

Her Idea Collective Website: www.herideacollective.com

Find Michelle on LinkedIn: www.linkedin.com/in/michellesdahl/

Nonprofit Breakout: Recruit and Retain a Team that Reflects Your Community

11/8 (Fri) at 10:00 AM

Location TBD

Xavier Duckett

Founder/CEO

The Humble Hustle Company

The Humble Hustle Website: www.thehumblehustle.org

Find Xavier on LinkedIn: www.linkedin.com/in/xaviertramaine

Panel Discussion: Bringing it All Together: The Intersection Between Economic Development and Local Business

11/8 (Fri) at 11:00 AM

The Elmwood Room (1st Floor)

Pete Eshelman

Senior Director of Creative Strategies

Roanoke Regional Partnership

Pete Eshelman is an outdoors guy. He is the director of the Roanoke Regional Partnership's non-profit Roanoke Outside, founded the Blue Ridge Marathon – America’s Toughest Road Marathon, and the GO Outside Festival to help build brand recognition for outdoor recreation and increase recognition of the region as a place to live, work, and invest. His work has changed the region’s community narrative to one that places a high value on the outdoors. Pete also oversees the Partnership's Get2knowNoke talent strategies program.

Roanoke Regional Partnership: roanoke.org

Find Pete on LinkedIn: www.linkedin.com/in/peteeshelman/

MWOB Breakout: Getting Your SWAM Designation

11/7 (Thu) at 11:00 AM

Location TBD

Amanda Forrester

Executive Director

Roanoke Regional Small Business Development Center

The many hats (preferably a green one, she says) Amanda wears have led her to work with exciting cross-functional teams and adapt to various roles as situations arise. She likes to get her hands dirty (but keeps her nails short), looks every new challenge in the eye, and gives it a wink. She is a changemaker with extensive ideation and can relate to and engage even the most skeptical.

After living in El Salvador briefly to adopt her son, Kevin, she returned to her hometown. She built a fitness brand through storytelling, community-building, and empowering a strong staff to carry out her vision. Seven years and two building expansions later, she negotiated and managed the sale of her affiliate for 80% goodwill. Amanda is a George Washington University graduate. She is married to her best friend, mother to a son studying at the University of Lynchburg, and giddy-eyed for her pups, Duke and Holly. She currently lives in Roanoke but remains a nomad at heart.

Roanoke SBDC Website: roanokesmallbusiness.org

Find Amanda on LinkedIn: www.linkedin.com/in/amandamforrester

MWOB Breakout: Leveraging Your Resources as a Woman and/or Minority-Owned Business

11/8 (Fri) at 10:00 AM

Location TBD

Stephanie Keener

Executive Director

Lynchburg Small Business Development Center

Lynchburg SBDC Website: sbdclynchburgregion.org

Find Stephanie on LinkedIn: www.linkedin.com/in/stephaniekeener

Keynote: TBD

11/7 (Thu) at 1:00 PM

Elmwood Room (1st Floor)

Kelli Lemon

Entrepreneur

Kelli Lemon is passionate about how people "LIVE" Virginia and is a social connector via food, sports, arts, and education. Kelli brings community news to life through video content as Director of Digital Programming for Virginia Video Network and the Richmond Times Dispatch. Kelli also owns social cafe and coffee shop, Urban Hang Suite, located in the historic Jackson Ward and Arts districts of Richmond. On the weekends, Kelli is making Virginia residents a little richer while supporting public schools K-12 as the daytime Draw Show Host for the Virginia Lottery. Kelli is also helping Black-owned culinary and hospitality businesses and brands as a co-owner of Virginia Black Restaurant Experience; and she also co-founded the Jackson Ward Collective which is now The JWC Foundation.

Kelli passionately serves on the Board of Directors for Studio Two Three, Richmond Sports Backers and Unlocking Richmond. She is also rolling off of the Virginia Tourism Corporation board and moving on to the Fort Monroe Authority Board of Trustees. Kelli has a sociology degree from UVA and a Master's in sports management and leadership from VCU.

Find Kelli on Instagram: www.instagram.com/likethefruit/

Panel Discussion: Bringing it All Together: The Intersection Between Economic Development and Local Business

11/8 (Fri) at 11:00 AM

The Elmwood Room (1st Floor)

Alisha Meador

Economic Development Manager

Lynchburg Economic Development Authority

Alisha brings years of experience in workforce development at local, regional, and state levels to her position as Economic Development Manager. With a degree in special education and graduate education in job placement and training from George Washington University, she brings a unique blend of social work, non-profit, and government experience to her position. She is passionate about equity for all citizens, enjoys a challenge, and loves bringing people together to invest in creative solutions. When not at work, Alisha enjoys gardening, cooking, reading, watching British television, and traveling with her two sons.

Lynchburg EDA Website: www.opportunitylynchburg.com

Find Alisha on LinkedIn: www.linkedin.com/in/alisha-meador-45985662

MWOB Breakout: Leadership in the MWOB Space

11/7 (Thu) at 2:00 PM

Location TBD

Annette Patterson

President

The Advancement Foundation

Annette Patterson is founder and president of The Advancement Foundation. Prior to establishing The Advancement Foundation, Annette served as Chief Development Officer for Stetson University during a $200 Million Campaign and as Vice President for Institutional Advancement for Salem Academy and College where she led a $75 million campaign. Annette has served as consultant for The Diocese of Richmond and trained over 30 primary and secondary schools in strategic planning and fundraising.

The Advancement Foundation Website: theadvancementfoundation.org

Find Annette on LinkedIn: www.linkedin.com/in/annette-patterson-30625b35/

General Session: Emerging Trends in Digital Marketing

11/7 (Thu) at 3:00 PM

Elmwood Room (1st Floor)

Tony Pearman

President & CEO

Access Advertising & Public Relations

Tony began his advertising career with his first graphic design job before he even graduated from Virginia Commonwealth University (VCU) and has worked since then to refine his craft and learn from amazing mentors and clients. Founding AccessU in 1996, he built an award-winning agency that delivers exceptional client service, strategy, and creative work while striving to help our clients live their mission.

Tony is the recipient of numerous awards and recognition, including the AAF Silver Medal for Lifetime Contributions, serving as the former National ADDY Committee chair, and being named Outstanding Alumni of the Year by Virginia Western Community College and VCU. With a Bachelor of Fine Arts in Communication Arts and Design from VCU, Tony’s expertise spans client service, brand strategy, advertising, communications, video storytelling, graphic and web design, and digital media.

Tony comes from two generations of educators and spent time as an adjunct faculty member at Virginia Tech. He now focuses his love of education on his clients which include the Virginia Board of Workforce Development, Virginia Community College System, Virginia Tech, Roanoke College, the Accelerated Training in Defense Manufacturing (ATDM), and dozens of other schools.

AccessU Website: accessu.com

Find Tony on LinkedIn: www.linkedin.com/in/tony-pearman-685b176/

Keynote: TBD

11/7 (Thu) at 9:00 AM

Elmwood Room (1st Floor)

Walter Virgil, Jr.

CEO

Walter Virgil and Associates LLC

Walter Virgil, Jr., is husband to Kristal Virgil and Dad to Dj (8), Joya Diana (3), and Judah Daniel (8 months). As a former standout Collegiate Football Captain and Quarterback at Saint Paul’s College, he now serves as CEO of Walter Virgil and Associates LLC, specializing in Executive coaching consultation for over 7 years. His impressive client list includes esteemed organizations like Howard University, Lynchburg Department of Social Services, UMFS, Virginia Department of Education, One Way Churches International, and various State Operated programs. Walter’s commitment to an asset-based leadership style shines through his work, always emphasizing a healthy perspective and ethical guidance.

In addition to his professional endeavors, Walter is actively involved in community service, currently sitting on the Board of Directors at Rush Homes and the community benefits committee at Centra. He balances his role as a Rotarian with his commitments as the Associate Director of Strategic Projects and Alliances in the division of LU ONE at Liberty University, where his social entrepreneurial spirit thrives. Walter’s passion for building bridges between service organizations and communities stems from his experiences in the James Crossing community, driving him to create meaningful connections that uplift those in need.

Find Walter on LinkedIn: www.linkedin.com/in/waltervirgiljr/

Nonprofit Breakout: Development & Fundraising for Nonprofits

11/7 (Thu) at 2:00 PM

Location TBD

Shannon Watts, CFRE

President

Key Fundraising

Shannon works personally with every Key Fundraising client to help achieve their fundraising goals. Born and raised in Lynchburg, Virginia, Shannon is a Magna Cum Laude graduate of the University of South Carolina, where she received a B.A. in Journalism and Mass Communications.

Shannon began her career in fundraising with the Louisiana Association for the Blind. Upon returning to Virginia, Shannon worked as Development Manager for Lynchburg Community Action Group and Executive Director of The Gateway. She earned her Certified Fund Raising Executive (CFRE) designation in 2004, and became a fundraising consultant in 2005. Shannon enjoys reading, writing, gardening, traveling, and spending time with her family and Great Danes.

Key Fundraising Website: keyfundraising.com

Find Shannon on LinkedIn: www.linkedin.com/in/shannon-l-watts-cfre-186b459/

Keynote Session: TBD

11/8 (Fri) at 9:00 AM

The Elmwood Room (1st Floor)

Sheri Winesett

Chief Operating Officer

John Mattone Global

Renowned for her engaging and thought-provoking speaking and coaching style, Sheri has left a lasting impact on leaders worldwide. From startups to multinational corporations, non-profits to government departments, companies seek Sheri's expertise to uncover organizational challenges and chart a transformative course for business and leadership success. Prior to her current position tackling business strategy and leadership coaching with John Mattone Global, Sheri established herself as an international lobbyist and franchise executive.

For nearly 20 years, Sheri has coached over 1000 entrepreneurs, CEOs, executives, and their teams to become the best version of themselves and become leaders that others want to follow while building cultures that attract and retain team members. Her friends and colleagues describe her as driven, fun, intelligent and loyal. Leading executives and their teams to their highest potential is her personal and professional mission. She empowers her clients to achieve personal growth, ongoing professional development business and organizational success.

Sheri's Website: sheriwinesett.com

Find Sheri on LinkedIn: www.linkedin.com/in/sheriwinesett