Workforce Development at VA1: Bridging Gaps, Building Community, and Shaping the Future of Hospitality

The VA1 Conference Workforce Development panel brought together three extraordinary leaders—Dr. Jai Girard, Tamera Wilkins-Harris, and Chef Antwon Brinson—to address the most pressing challenges in the hospitality and tourism industry. Each speaker shared insights and strategies for reimagining workforce development, emphasizing education, community engagement, and cultural change as the cornerstones of progress.

This panel was more than a conversation; it was a blueprint for action. By combining personal experiences with data-driven insights, these leaders presented solutions that industry professionals, operators, and educators can use to build a sustainable workforce. Together, their messages highlight the opportunity to transform hospitality careers into pathways of pride, purpose, and possibility.

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The Education Gap: Dr. Jai Girard’s Vision for the Next Generation

Dr. Jai Girard , Director of Education & Workforce Development for VRLTA, began with a sobering reality: the hospitality industry struggles to attract young talent due to a lack of exposure and understanding. “If we want students to see hospitality as a viable career option, we have to meet them where they are—early, in schools, and with parents,” she emphasized.

Dr. Girard’s leadership in Virginia’s ProStart Program exemplifies her proactive approach. This nationwide two-year program introduces high school students to culinary arts and hospitality management through classroom instruction and hands-on training. By connecting education to industry needs, ProStart is a powerful example of how to build a talent pipeline.

In her presentation, Dr. Girard highlighted the need for transparency about hospitality careers, particularly around wages and career progression. “Tourism drives community growth,” she explained, “but if we don’t connect students’ efforts to the broader economy, we lose their interest before we’ve even begun.”

Key Issues and Solutions:

• Gaps in Education: Hospitality is often seen as an afterthought in schools, leaving students unaware of its potential. Solution: Expand programs like ProStart and create partnerships with schools and communities to integrate hospitality into curriculums.
• Transparency in Careers: Young professionals lack clarity about the long-term opportunities in hospitality. Solution: Build mentorship programs that showcase the potential for career growth.

Data-Driven Insights:

The National Restaurant Association’s 2024 State of the Industry Report predicts 200,000 new jobs in hospitality this year, yet these roles risk going unfilled without targeted education initiatives. Virginia’s hospitality and tourism workforce is a significant economic driver, but sustained growth requires a pipeline of skilled workers.

What This Means for Us:

At 1033Consulting , we recognize the importance of bridging the education gap. Our Fundamentals of Industry (FOI) courses are designed to complement initiatives like ProStart by equipping individuals with both technical and leadership skills. Through partnerships with schools and educators, we aim to inspire the next generation of hospitality professionals.

Building Awareness and Retention: Tamera Wilkins-Harris’s Blueprint for Community Engagement

Tamera Wilkins Harris , Director of Community Relations for Richmond Region Tourism, spoke passionately about the role of storytelling in reshaping perceptions of the hospitality industry. Her strategy goes beyond her region, working with other Destination Marketing Organizations (DMOs) to create a unified message that emphasizes both the personal and community benefits of hospitality careers.

“We need to share how hospitality can build a life, not just a paycheck,” she urged. Tamera’s focus on retention is rooted in creating environments where employees feel valued and connected to their communities. “When workers see themselves as part of something bigger—as representatives of their region’s culture and identity—they stay,” she explained.

Key Issues and Solutions:

• Retention Through Connection: Employees often leave the industry because they don’t feel valued. Solution: Tie hospitality careers to local culture and community pride to foster a sense of belonging.
• Changing Perceptions: Hospitality is often viewed as a fallback option rather than a legitimate career path. Solution: Use storytelling to highlight success stories and the industry’s long-term potential.

Data-Driven Insights:

The National Restaurant Association reports that 63% of adults have worked in hospitality, with 70% of Gen Z having similar experience. These numbers underscore the need to connect with younger generations and inspire pride in hospitality as a career.

What This Means for Us:

At 1033 Consulting, we celebrate Tamera’s emphasis on storytelling and community engagement. Through case studies and real-world success stories, we aim to inspire pride in hospitality careers and foster connections between employees and their communities. By aligning our strategies with DMOs, we contribute to a collective effort to attract and retain talent across regions.

Soft Skills Matter: Chef Antwon Brinson’s Call for Cultural Change

Chef Antwon Brinson , founder of Culinary Concepts AB, delivered a powerful message about the importance of soft skills and social responsibility in workforce development. His programs focus on preparing workers for success not just technically but personally, with a particular emphasis on reintegrating formerly incarcerated individuals into the workforce.

“We’ve spent decades perfecting hard skills, but how often do we train someone to lead, to listen, to engage?” he asked. Chef Brinson’s training programs emphasize communication, leadership, and engagement as essential tools for career advancement. “Soft skills are what drive careers forward,” he said. “They’re the difference between a job and a journey.”

His commitment to reintegration is a standout example of workforce innovation. By providing training and opportunities for individuals transitioning out of incarceration, Chef Brinson is helping to solve workforce gaps while giving people a second chance. His work exemplifies how doing what’s right can also be a strategic solution for the industry.

Key Issues and Solutions:

• Soft Skills Development: The industry often prioritizes technical training over interpersonal skills, limiting career advancement. Solution: Implement programs that emphasize communication, leadership, and engagement alongside technical skills.
• Cultural Change: A history of poor treatment and workplace culture has tarnished hospitality’s reputation. Solution: Showcase improvements in employee treatment and foster a culture of respect and growth.

Data-Driven Insights:

The National Restaurant Association reports that 45% of operators need more employees to meet customer demand, highlighting the urgency of addressing workforce gaps. Developing soft skills can improve retention and performance, helping fill these critical roles.

In addition, innovations like Cnect are providing data-driven solutions to help operators stay competitive. By leveraging its advanced tools, CNECT allows businesses to match open positions with qualified candidates quickly and effectively, integrating recruitment seamlessly into broader workforce management strategies. Its platform also supports ongoing engagement, fostering a sense of connection and alignment between employers and employees.

What This Means for Us

At 1033 Consulting, we echo Chef Brinson’s call for cultural change. Through our Engage, Empower, Elevate (EEE) framework, we prioritize leadership and engagement training to equip professionals with the soft skills necessary to thrive in a modern, guest-centered industry. Additionally, we advocate for second-chance hiring initiatives, recognizing their value for both communities and operators.

The integration of technology into workforce development is a natural next step. Platforms like CNECT complement our efforts by providing innovative solutions to recruitment challenges. By bridging the gap between job seekers and operators, CNECT not only solves immediate hiring needs but also lays the groundwork for a more connected, engaged, and sustainable workforce. We believe in amplifying these tools to further our mission of empowering hospitality teams and ensuring their long-term success.

Innovating Culinary Design: Efficiency and the Future

The future of hospitality is not just about filling workforce gaps—it’s about rethinking how the industry operates altogether. A project recently spearheaded by 1033 Consulting partner Paul Kirschbaum in Las Vegas highlights how innovation in culinary design can drive efficiency while advancing the industry as a whole.

The project involved implementing a gas-less kitchen, completely eliminating the need for traditional pots and pans. Instead, modern equipment and technology took center stage, transforming the space into a sleek, highly efficient operation. This design reduced the need for labor while creating a kitchen environment that operates faster, cleaner, and with greater precision.

While this approach addressed immediate labor shortages, its true impact lies in what it demands from the industry moving forward:

• New Skills: Operators must train their teams to master advanced equipment and technologies, moving beyond antiquated methods.
• Subject Matter Expertise: The shift to modern kitchens creates a need for a new type of workforce—individuals who are not only skilled in culinary arts but also adept at managing and maintaining cutting-edge systems.
• Industry Advancement: This model pushes hospitality forward, ensuring it remains innovative and competitive.

As Paul noted during the VA1 panel, “This transformation does require an investment in training and your people. You’re not hiring individuals who can ‘hit the ground running,’ but you are creating an operation that gets up and running far more efficiently in the long run.”

Reimagining Investment in People

This kind of innovation underscores the importance of seeing workforce development as more than just hiring. Operators must think beyond the immediate need for labor and invest in their teams’ growth and development. Training programs, partnerships with technology providers, and a commitment to modernizing operations are critical to making these advances successful.

At 1033 Consulting, we believe that innovation and education must go hand in hand. Whether it’s implementing state-of-the-art technology, redesigning kitchens, or equipping teams with the skills they need to thrive, our focus is always on creating a future where hospitality isn’t just reactive but proactive. Through collaboration with operators and partners like CNECT, we are redefining what it means to lead in this evolving industry.

Takeaways for the Industry

The VA1 Workforce Development panel left attendees with actionable insights and a clear path forward:

1. Invest in Education: Expand programs like ProStart to ensure students have access to hands-on learning and mentorship opportunities.
2. Leverage Storytelling: Use personal success stories to inspire pride in hospitality careers and reshape public perceptions.
3. Foster Community Connection: Tie hospitality careers to local culture and community identity, helping workers see the value of their contributions.
4. Prioritize Soft Skills: Develop training programs that focus on communication, leadership, and engagement, equipping workers for long-term success.
5. Showcase Progress: Promote the strides the industry has made in improving workplace culture and employee treatment.

A Shared Commitment to the Future

The VA1 Workforce Development panel demonstrated that the future of hospitality lies in collaboration, creativity, and a commitment to doing what’s right. Dr. Girard, Tamera Wilkins-Harris, and Chef Brinson provided a roadmap for addressing the industry’s challenges while inspiring attendees to take action.

At 1033 Consulting, we are proud to align with their vision and amplify their message. Together, we can transform hospitality into an industry where careers are more than jobs—they are journeys filled with purpose, pride, and opportunity.