Speaker Profiles
Charles Weathers to Keynote The 2016 UP Conference
Back by popular demand. Charles captivates audiences with contagious energy, insight and
humor. He is a nationally known speaker, author and consultant, he inspires individuals to face
sometimes challenging realities and take charge of transforming their lives from the inside out.
A recognized authority on leadership, organizational effectiveness and peak performance, he
has become known for his strategic intellect and engaging intensity.
Charles will take his opportunity as a returning Keynote Speaker to The UP Conference to bring
more of a workshop style to his presentation about #ConnectedConversations and wrap up the
day with a post conference recap.
Matt Charles will help you "Tell Your Story" @ UP 2016
Matt will lead this one-hour breakout session on how to most effectively tell your
organizations's story in a cost-efficient manner. The discussion will include how to develop and
strengthen relationships with media that could or do cover your organization's work, how to
integrate social media into pushing out the good news regarding your organization,
incorporating community relations into your work -- and for nonprofits participants -- methods
to use publicity to cultivate donors.
For an over decade, Matt has provided a suite of public and community/government relations services
for a number of nonprofits, government organizations, downtown and Main Street organizations, and
small businesses and startups. He teaches for the following top institutions: University of Virginia School
of Continuing and Professional Studies Public Relations program, American University Master's in
Strategic Communication program, Northeastern University Master of Corporate and Organizational
Communication program and Chautauqua Institution Special Studies program. He has served as director
of media relations for the U.Va. Darden School of Business and director of communications and public
relations for Danville (Va.) Regional Foundation.
Leveraging Technology to Grow your Business
By: Evan Pettrey @ UP 2016
Growing your business in the digital age does not have to be expensive. The key to success is
having a well-researched and defined plan for how you can effectively grow your business
through technology. This session will go beyond marketing buzzwords and teach attendees
specific actions you can take away from the conference to immediately make an impact on your
business growth. Learn more at The UP Conference.
Evan is the founder of Snuggin, an innovative toy for newborns and new parents, and has built a career
in technology leadership, innovation, and consulting over the past decade. After founding two chapters
(Baltimore & DC) of LOPSA, an international organization for IT professionals, Evan was elected to serve
as part of their Board of Directors, He has chaired two regional conferences in the NYC area and is a
graduate of West Virginia University.
"Growing Big and Giving Back!" Scott Simons to speak at UP 2016
Carter Myers Automotive (CMA) is a 4th generation family owned company that has over 90
years of experience in the industry. While the company takes great pride in their successful
dealerships and are thankful for their dedicated employees; they have also made philanthropy
a major part of their brand. Scott Simons, President and Managing Partner at Valley Honda,
VW, Subaru and Nissan (members of the CMA chain/family) will share how his company works
hard to achieve their goals and grow big, while giving back in big ways to the community. Learn
more at The UP Conference.
Scott Simons is the Managing Partner and General Manager of Valley Honda, Nissan, Subaru, VW
located in Staunton, VA and employs over 130 associates. Valley’s total sales was over $111,000,000
annually. The Valley dealerships sold over 6000 new and used cars in 2015. Scott resides in the
Shenandoah Valley with his wife Kelly, daughter Morgan, son Dawson, and dog Lilly. He received his
M.B.A. from Radford University in 2005 and graduated from the National Automobile Dealers
Association's Dealer Academy in 2012. In 2012 Automotive News named him as one of the Top 40 under
40 in the automotive industry. In 2015 Valley Honda, his flagship dealership, received the prestigious
President's Award for the 4th year in a row, based on their achievements and customer service. CMA is
proud supporters of many organizations and charities such as Toys for Tots, The Food Bank, Drive for
Life, Jerry'sKids Girl Scouts, United Way, The Boys and Girls Club, Hope on Wheels and much more.
Stick to your Strategic Plan in 2016. Learn how @ UP
Strategic plans shouldn't be static- if you are going to use one, it's got to be a living, organic and
dynamic document. The bane of any and all strategic plans is that after requiring such a great
deal of thoughtful organizing and creative problem solving, they sit on a shelf and collect dust,
entombed within a three-ring binder. Cynthia will go into ways you and you team can stick to
your strategic plan.
Cynthia is Executive Director of the United Way of Greater Augusta and an adjunct instructor at Blue
Ridge Community College. Cynthia has over 40 years of philanthropic engagement as a community
volunteer in roles to include but not limited to Board of Directors leadership, Black tie event Chair,
Capital Campaign Chair, and politically appointed advisor.
She was selected for Who's Who for Business Professional in 1998 and was selected the Outstanding
Young Women under 36 in Pennsylvania by the DAR. During her tenure at the United Way, she has
established the Greater Augusta Volunteer Center to meet the needs of non-profits and volunteers in the
community and the regional Financial Stability Initiative.
"Read All About It!" Sarah Elkins to speak at UP about writing great press releases and getting
them published!
Does your business send out multiple press releases a year? Do you ever wonder if there are
ways to build more excitement about your announcements and get the area press to report on
your happenings?
In this breakout session learn what the makeup of a great press release entails via Sarah Elkins,
published writer and ask the panel, made up of local press representatives, how your business
can be more "news worthy."
Sarah Elkins is a freelance writer and marketing professional with experience in business and creative
writing environments. Her clients have relied on her for public and private grants, speeches, promotional
and journalistic pieces for diverse audiences.
Her poetry has won the West Virginia Writer's contest twice, and she garnered an honorable mention for
the Pearl S. Buck Award for Writing for Social Change.
In 2013, Sarah taught creative writing in a men's Federal Prison in Beckley, WV through a grant of the
National Endowment for the Arts. Her blogs about that experience led to an invitation to give a TEDx
Talk.
You can watch it here: https://youtu.be/ygGK1YU8-oQ .
Learn more about Sarah's work at www.sarahelkins.com .
Avoiding the 7 Deadly IT Sins! Learn how @ UP
Today most of our business is done on a mobile device or tablet. Do you have a security plan for
those devices? Do you protect your company's and client's information? In this session learn
how you can take steps to make sure your mobile office is secure and avoid the 7 Deadly IT
Sins.
Bill Lenherr is president and CEO of Greenbrier Technologies. He founded the company in the late 90s
with the goal of providing the Greenbrier Valley with a much-needed local option for Internet service. In
2001, Lenherr incorporated the business, redirecting the focus on PCs and network support. Since then
the company has grown to serve the entire state of West Virginia, the Alleghenies and Shenandoah
Valley. Today, Lenherr's company has diversified to become a comprehensive provider of technology and
electric solutions.
"Buying Local" is not just for Farmers Markets. Learn more at The 2016 UP Conference!
In this panel discussion session you will learn how when you buy local, not only do more of your
spending dollars stay in our community, but it's a win-win for both. Small business owners are
vested in making the most of their communities and doing what they can to give back. They
take on the pressure and pride of being the one in control of offering quality products and
services. Their customers and staff have the opportunity to tell them what they would like to
see in a store or product. Local entrepreneurs like to think that they are able to make a
difference in the look, feel and character of our local down towns and surrounding areas.
*(This session will include Jennifer Ledford, Initial Inspiration owner and Courtney Cranor, Waynesboro's
A.D for Economic Development and Tourism and will be moderated by Christina Cain, with The Staunton
Creative Community Fund.)
After growing up in Waynesboro and leaving for college, Jennifer returned to the area 19 years ago. This
is where her husband Danny and her decided to start their family. She has four children, with her oldest
starting college in the fall. Jennifer started her business as "Kids & Sew On" in her home almost 15 years
ago and in 2007 opened a store front on Wayne Avenue in Waynesboro. Just 5 short years ago her
business "grew up" as the name changed to "Initial Inspiration" and moved to Main Street in
Waynesboro. Today she has locations in Waynesboro and Lexington.
Courtney became the Assistant Director in September 2015. Prior to joining the City of Waynesboro, she
was the Director of Business Development for the Staunton Creative Community Fund. Courtney has a
background in real estate, renovations, the Virginia Main Street Program, hospitality, and the arts. Part
of local economic development is understanding that $0.63 of every $1 spent locally stays in your
community. Courtney will help us understand why that is so important to everyone who lives here. She
also serves on the Economy Steering Committee and the Staunton Food Policy Council.
Continued….
Christina has been on the front lines empowering people to open businesses by educating them on
business planning, navigating the process of getting a business loan, and lending an ear of support and
empathy. Upon understanding the impact she could make, Christina earned a Masters of Science in
Community Economic Development with a specialization in Nonprofit Management from Southern New
Hampshire University.
Most recently, Christina was the Director for the Center for Asset Building at New Visions, New Ventures,
a Women's Business Center in Richmond, VA. Her passion for economic development was recognized
when her clients nominated her for Style Weekly's 2010 Top 40 Under 40 as an emerging leader.
In addition to her small business development work, Christina was a credit analyst for Capital One,
implemented anti-poverty strategies for a community development credit union and coordinated
community outreach for a domestic violence shelter.
Zero to WOW….The Customer Service Scale by Lynn Breeden
“Customer Service”, the key to success. Where does your business rate on the Customer
Service Scale? We will discuss ways that larger companies, with national brand identity, treat
their customers and how a small business, like LTD 7, can ensure this same level of satisfaction
and success with their customers.
Lynne Breeden grew up in Staunton and returned to her hometown in 1999 after she and her husband
adopted their daughter, Erika. Lynne’s retail career began over 35 years ago working for US Shoe
Corporation, The Limited and Lord and Taylor in Atlanta. Her love of Retail naturally grew into a passion
for entrepreneurship and small business. In 2002, she opened her first Dance apparel and shoe store and
eventually expanded into a local mall, opening “You’re a Star!”, a children’s specialty boutique. Selling
her business in 2008, she took a break from retail and founded The MaDee Project, a non-profit assisting
local families with a pediatric cancer diagnosis.
In 2013, Lynne returned to her retailing roots with the opening of LTD 7, a local boutique featuring gifts,
home décor & fashion. In 2015 she opened her second location of LTD 7 and just this month, purchased
her third store, Grandma’s Bait, a local children’s store.
She has been recognized by the Augusta Chamber of Commerce as Entrepreneur of the year in 2013 and
the past two years her store was one of three receiving the Virginia Living Magazine’s award for Best gift
shop and Best independent home décor shop in the Shenandoah Valley.
Google It! - Google for Business Tips and Tricks by Andrew Royer
Andrew and his team will be presenting information on Google for Work and how this cloud
based platform can change the way you work and interact with your teams and customers.
Please join us for an information session about Google for Work and come learn how this
platform can benefit your business.
Andrew Royer is Vice President of ValleyApps, a Premier Google for Work Partner. ValleyApps provides IT
SERVICES for the 21st Century. ‘The Cloud’ is their specialty. They are a Preferred Premier Google Partner.
While working with CLOUD TECHNOLOGIES for 6+ years and hardware for many years before that
Andrew gained the knowledge necessary to help YOURBUSINESS improve its internal workflow. He also
focuses on data retention and recovery, keeping your information backed up but easily accessible as well.
To Blog or Not to Blog? 5 Steps to Generating New Leads Through Content Marketing
Are you interested in blogging and online marketing but don't know where to start? In this
workshop, you'll learn how blogging can actually drive new business for your company and
you'll leave with the tools you need to get started. This is an interactive session - attendee
participation is encouraged!
Winston Chenery is Inbound Marketing Manager for Whittington Consulting, a digital marketing and
design firm based in Richmond. Winston and his team work with organizations to develop and execute
innovative online marketing campaigns that generate new business.
Thinking outside the bottle!
Engage in a discussion about why we don't expand our line of thinking and why we should,
including some different approaches to making sure your business is always in the lead.
Adam Shifflett is the managing member at Brothers Craft Brewing since it opened in late 2012. After
spending 11 years in the US Navy as a submarine officer, Adam moved back to the western side of the
state to open Brothers Craft Brewing in 2012 with his brothers Jason and Tyler. Since opening Brothers
Craft Brewing has grown an average of 83% per year and is currently working towards a large expansion.
Adam Shifflett lives in the Port Republic area with his wife Elizabeth and two children Gabriel and Olivia.