Business retention and expansion visits

What’s harder than explaining what I do as an economic development professional? Explaining how important business retention and expansion (BRE) visits are to the whole effort.

So what is a BRE visit exactly? To answer that, it helps to start with something more familiar in the world of business: Voice of the Customer research.

Voice of the Customer: lessons from manufacturing
Since the phrase was first coined in 1993, Voice of the Customer research has become a gold standard for manufacturers seeking to improve processes, products, and customer satisfaction. The concept is simple but powerful—listen directly to customers, capture their words in structured ways, and use that information to shape future operations.

Manufacturers value these discussions because they cut through assumptions and provide real-world insights into what buyers actually need. When done right, this feedback loop not only prevents costly mistakes but also sparks innovation, efficiency, and stronger customer loyalty.

Given that Rockford’s economy is deeply rooted in manufacturing, it’s fitting that the most important tool we use in economic development is modeled after this very idea. We sit down with business leaders through BRE visits to hear their perspective on the local business climate, workforce, and future plans.

What is a BRE visit?
A BRE visit is a one-on-one, confidential meeting between local economic development representatives—in this case, the Greater Rockford Chamber of Commerce—and a business. The purpose is to build strong relationships, understand company needs, and identify opportunities or challenges that could impact business growth, retention, or expansion in the community.

BRE visits provide:

• A listening ear to better understand business operations, concerns, and goals.
• A direct connection to resources, programs, and partners.
• Early identification of risks or opportunities that may affect jobs and investment.
• A demonstration of community support for businesses as valued partners.
• A method for identifying and supporting business expansion projects.

BRE referrals
You can play a role in supporting our local economy by knowing when a company might benefit from a BRE visit. Consider making a referral if you hear about:

Growth opportunities

• Plans to hire a significant number of employees.
• Expansion of facilities, new equipment, or land needs.
• Considering new products, markets, or export activity.

Challenges or risks

• Difficulty hiring or retaining workers.
• Workforce training or skills gaps.
• Infrastructure concerns (utilities, broadband, transportation, zoning).
• Supply chain disruptions or cost pressures.
• Indications the business is at risk of downsizing or relocating.

Strategic changes

• Change in ownership, leadership, or corporate strategy.
• Merger, acquisition, or restructuring.
• New regulations or policy issues impacting operations.

Engagement needs
Interest in community partnerships or visibility.
Desire to connect with local schools, training providers, or workforce boards.
Questions about incentives, grants, or state/federal programs.

Why It matters
Every visit helps GRCC’s BRE team support businesses before issues escalate or opportunities are lost. Together, we can ensure companies have the resources, confidence, and community support they need to stay, grow, and thrive here.

If you are interested in taking part in a BRE visit or making a referral, please contact Terrance at thall@rockfordchamber.com or 815-316-4310.