In the City of Emporia, economic development is about more than attracting businesses: It’s building community.
And driving that vision is local native Shanetta Beck, who has spent the past two years cultivating growth by leading with both heart and strategy.
“I care,” the city’s economic development director said.
From housing to hospitality to hope, Beck’s approach centers on visibility and connectivity, which are essential for generating community pride. Whether she’s knocking on business doors herself or supporting city festivals such as the upcoming Jazz on the Hill in late August, Beck brings a grassroots sensibility to her work that reflects Emporia’s identity: small-town charm with big potential.
Beck’s day-to-day work ranges from helping local food trucks set up point-of-sale systems to promoting new restaurant developments like Chick-fil-A, Twisted Crab, and Waffle House. Beyond serving as economic wins, they bolster emotional investments.
“The Chick-fil-A grand opening brought out the high school band, CTE students and a real sense of community pride,” she recalls. “It showed us what a business investment can mean when it’s done the right way.”
Beck also calls out revitalization projects, such as the recent transformation of a lot once filled with trailers to now host four modern modular homes. The project, led by the Southside Community Development and Housing Corp., has already helped multiple residents achieve first-time homeownership.
Marketing Emporia from the Inside Out
In a town without a newspaper, marketing becomes more creative. Beck uses local radio, regional television and social media to spread the word. She even partners with community podcasters – a win-win for supporting local entrepreneurs – and works closely with the Chamber of Commerce to keep Emporia’s story visible.
“Economic development is not just ribbon-cuttings,” she says. “It’s building relationships and showing the world what we have to offer.”
By regularly walking through town and dropping in on local retailers, service providers and restaurateurs, Beck maintains strong ties with business owners and ensures their needs don’t go unnoticed. That personal touch adds to her efficacy.
Joining Virginia’s Gateway Region on July 1 was an important milestone for Emporia, not to mention a signal of what’s next.
“Joining VGR is giving Emporia more exposure,” Beck said. “We’re getting more attention from beyond our borders. The VGR team is hands-on and innovative, and their energy matches where we’re going.”
She’s already joined the VGR team on an informational tour and is helping to plan another. She’s hopeful that with VGR’s support, more manufacturers and industries will see what Emporia has to offer: a strategic location at the intersection of I-95, US 58 and US 301, just over an hour from the Port of Virginia.
“Emporia is truly a crossroads,” Beck said. “You can get anywhere from here.”
While Beck keeps one foot rooted in community needs, she’s also eyeing growth areas, including light manufacturing and more housing. She understands that a thriving local economy depends on workforce development, prompting close engagement with local public schools and Southside Virginia Community College to support CTE programs and internships that align with industry needs.
“This work takes a formula – strong schools, housing, skilled workers – and a lot of collaboration,” she said.
The Emporia Experience
Ask her what a perfect day in Emporia looks like, and Beck doesn’t hesitate before painting a picture: A morning walk on the city’s trail system. A stop by the Kaboom playground. A meal at local favorite Fo Sho Sports Bar & Grille. A visit to the historic Main Street or a spin through the annual Virginia Peanut Festival, which will celebrate its 63rd year this fall.
Or maybe it’s attending one of the city’s expanding cultural celebrations, from Cinco de Mayo to Juneteenth to Jazz on the Hill. Beck sees those activities as key to creating new traditions, drawing in new families and attracting new visitors.
“Emporia is building something fresh, something vibrant,” she said. “We’re ready for business, and we’re inviting you to lunch.”