Premier Event · InnovateLocal 2026
Culture by Design: Building the Business You Actually Want to Run.
A half-day workshop for Richmond business owners ready to make culture a deliberate advantage – not something that just happens to them. Keynote, a local business panel, and a room full of people building the same kind of thing you are.
Members and nonmembers both welcome – see pricing for each below.
What this workshop is actually about.
Culture isn’t a poster on the wall – it’s the thing that decides whether your best people stay, whether your customers come back, and whether your business can grow without losing what makes it yours. This year’s InnovateLocal is built around one idea: culture works better when you design it on purpose, instead of letting it happen by default.
Dr. Bob Kelley of VCU opens with a keynote on how intentional culture becomes a real competitive advantage – not a soft add-on, but a business decision with a bottom line. From there, a panel of local business owners gets specific about what culture actually looks like day-to-day, and what it costs a business when it’s left to chance.
You’ll walk away with:
• A clearer read on the culture you actually have, not just the one you intend to have
• Real examples from other local business owners, not textbook theory
• Practical starting points you can put to work the next day
On the agenda
Guided discussion across the topics that actually shape culture in a small business:
• Values – not the ones on the wall, the ones you actually reward
• Leadership behaviors – what your team learns from watching you
• Employee experience – what it’s like to work for you, honestly
• Accountability – how your business handles it when something goes wrong
• Customer expectations – how culture shows up on the other side of the counter
How the afternoon flows
The high-level shape of the day – exact session timing inside the 1:00–4:00 PM window will be confirmed closer to the date.
Check-In
Doors open at 12:45 PM – arrive, get settled, and meet fellow attendees before the program begins.
Keynote: Culture by Design
Dr. Bob Kelley on how intentional culture becomes a real, measurable competitive advantage.
Local Business Panel
Richmond business owners get specific about what building culture on purpose actually looks like. Panelists to be announced.
Guided Discussion
Work through values, leadership behaviors, employee experience, accountability, and customer expectations.
Happy Hour & Networking
Wrap up with drinks and conversation with fellow local business owners before the program closes at 4:00 PM.
Speakers
Confirmed so far – more to be announced as we get closer to September.
Dr. Bob Kelley
Assistant Professor of Management & Entrepreneurship, VCU School of Business & VCU Brand Center · Founder, Pure Culture Consulting
Bob spent most of his career as the senior operating leader for Ukrop’s Super Markets, a regional grocer known nationally for customer service, social responsibility, and food innovation – then brought that real-world operating experience into the classroom. He now teaches strategic management, brand management, and culture at VCU, and runs Pure Culture Consulting, helping business owners build organizational culture on purpose instead of leaving it to chance.
Doctorate in education, William & Mary · Master’s in human resource development, VCU · BA in psychology, Florida State.
Local Business Panel
Panelists to be announced – check back closer to the event, or watch InUnison’s Circle community for the announcement.
Event snapshot
Thu, Sep 24, 2026 · 1:00–4:00 PM ET (doors open 12:45 PM)
Lost Office Collaborative – 5000 Old Main St, Henrico, VA 23231 · Free parking
Hosted by InUnison · Refunds available up to 7 days before the event
Register for InnovateLocal 2026.
Members and nonmembers register in different places – pick the option that’s you. Early bird pricing on both ends August 21, 2026.
What InUnison members say
“Honestly, InUnison is all about the people. To be in a room where so many Richmond businesses and organizations are represented – all who care deeply about the Richmond community – is invaluable.”
Meg Irvin, APRVP, Earned Strategy, Hodges Partnership
“The insights we gained have continued to influence our development strategy and foster a culture of innovation within our company.”
Steve RosserGelati Celesti Ice Cream
“Being part of InUnison means being part of a group of local business owners who genuinely want to see each other succeed – that kind of community is hard to find anywhere else.”
Jason St. PeterThink
Questions, answered
Independent business owners and their teams in the Greater Richmond region – whether you’re a founder, manager, or team member, you’ll leave with practical ways to think about culture on purpose.
The keynote, the local business panel, guided discussion, and a closing happy hour with drinks and networking – free parking is included at Lost Office Collaborative.
InUnison members register through Circle: $75 with early bird code EARLYBIRD (ends Aug 21, 2026), $95 after. Nonmembers register through Eventbrite: $125.62 early bird, $145 after Aug 21. Space is limited – register early.
InUnison members register through Circle: $95. Nonmembers register through Eventbrite: $145. Space is limited – register early.
Not at all – this workshop is for everyday businesses at any stage. You don’t need an HR department or a formal culture program, just an openness to look honestly at how your business actually runs day-to-day.
Refunds are available up to 7 days before the event.
From the Learning Lab
Why Local Businesses Can Lead Innovation in Their Communities
Deep customer relationships and nimble operations put local businesses in a real position to lead, not follow.
Read the article →Why Curiosity Is Your Most Underrated Innovation Tool
How to cultivate the habit that quietly drives most real innovation.
Read the article →3 Quick Ways to Spot Ideas Already Working Around You
Innovation doesn’t always mean starting from scratch.
Read the article →