11 StateWays ■ www.stateways.com ■ January/February 2015
GETTING THE WORD OUT
T
he Virginia ABC celebrated its 80th anniversary
in 2014, and the department used that opportu-
nity to raise awareness for its wide array of functions
whenever possible.
"Certain groups are aware of some of our functions,
but I think it varies with each audience," says Chief
Operating Offi cer Travis Hill. "Legislators know about
$140 million we contribute in profi ts, but they may not
be aware of our education and public safety efforts. Go
to a college campus, and they're aware of the resources
we offer on alcohol education and responsible con-
sumption but probably not much else. We truly run the
gamut here."
Commissioner Henry L. Marsh III puts it another
way: "A lot of people tell me we're like a secret agency,"
he says. "People don't know how much we contribute to
the state."
The department celebrated store openings with ex-
tra emphasis in 2014, making the most of the ceremonial
opportunities to spread the word. Enforcement offi cials
did a series of radio interviews to mark the event, and the
education team built the 80th anniversary into many of
its initiatives.
Beyond just ceremony, the department stressed the
importance of its relationships throughout the year. Key
among those are the relationships with its licensees and
with the lawmakers at the state capitol in Richmond.
VA ABC
Standing, from left: Kayla Laitinen, Sales Associate,
Store 169; Shawn Allen, Sales Associate, Store
169; Hans Hoffer, Store Manager 169; William
Selden, Store Manager 187. Seated, from left:
Laura Sheehan, Regional Manager 11; and
Raymond Dilello, Lead Sales Associate, Store 169.
