Raleigh, NC – April 5, 2023 – As many restaurants, hotels, bars and attractions continue to be impacted by labor shortages and workforce issues, NCRLA’s Workforce Recruitment Taskforce has been hard at work to find a marketing and communications partner to collaborate with the staff to create a hospitality workforce recruitment campaign. Members of the task force reviewed 18 proposals in response to their request from marketing agencies across the state.
According to Steve Thanhauser, owner/operator of the Angus Barn and the Chair of the Workforce Recruitment Task Force, “Pace Communications’ proposal rose above the rest as they highlighted their ability to pair strategic initiatives and hiring platforms like Indeed, with creative and branding designed to attract more people to consider working in the hospitality industry.”
The hospitality industry was decimated by the pandemic and continues to face workforce issues. The NC legislature allocated $5 million of the state’s portion of the American Rescue Plan to NCRLA last year to support a recruitment campaign to help rebuild the NC hospitality workforce in the aftermath of COVID-19.
Pace Communications will take the NC Hospitality Workforce Recommendations and develop a recruitment and retention campaign that will highlight authentic North Carolina hospitality employees and the positive attributes of the hospitality industry.
“The hospitality industry is still struggling to recover to full capacity and hiring and retaining workers is harder than it’s ever been,” said Lynn Minges, President & CEO of NCRLA. “We need to highlight that the hospitality industry is a great place to learn day-to-day business activities and customer service skills that you will need in any career. It’s an industry where you can advance from the dish-room to the boardroom more quickly in your career than others.”
Pace Communications is a woman-owned, national full-service marketing agency that specializes in integrated brand storytelling based in Greensboro, North Carolina, with offices in New York City and San Antonio.
NCRLA is the driving force behind the state’s $30 billion hospitality industry. Our mission is to Protect, Educate, and Promote the North Carolina hospitality industry.