ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Sunday, March 24, 1996 TAG: 9603220018
SECTION: BUSINESS PAGE: G-1 EDITION: METRO
SOURCE: MYLENE MANGALINDAN LANDMARK NEWS SERVICE
WHEN YOU TALK with Wayne Lee Sterling, listen to how the word ''we'' begins and dominates nearly every sentence.
''We have to go after what's out there,'' he'll say.
''If we live in a dream world and are only going to wait on those [jobs] that meet all of our infinite criteria, then we're going to be very disappointed people.''
Sterling, director of Virginia's Department of Economic Development, sometimes speaks for the state. But usually when he overuses the word "we," he's referring to his department, his team.
``Let me remind you again of what we do and how we do it ... ''
Creating job opportunities isn't just an occupation for the 58-year-old Mississippi native - it's a vocation.
His Southern cordiality masks a competitive marketer whose command of the details wins him corporate converts, his supporters said. If his boss, Secretary of Commerce and Trade Robert Skunda, is the ``big picture'' guy, then Sterling is the state's star salesman.
''It's clear Mr. Sterling is a bulldog when it comes to economic development projects,'' said Hugh Keogh, president of the Virginia Chamber of Commerce in Richmond.
Recruited from South Carolina, where he headed the State Development Board and Commerce Department, Sterling drew national attention for attracting a $500 million BMW automobile manufacturing plant that's under construction there.
''It's no secret Gov. [George] Allen said over and over again he was going to hire a Joe Montana to carry the flag for Virginia,'' said Jean Clary, past chairman of the Virginia Chamber of Commerce, likening Sterling to the pro football quarterback.
With Skunda and Allen, Sterling accomplished two defining victories last year: announcements of a $3 billion Motorola Inc. semiconductor factory and a $1.2 billion IBM/Toshiba computer chip plant.
Sterling describes the Motorola announcement as a ''watershed event.''
''It has not only led to the second [semiconductor wafer fabrication] location for us, but it has leveraged us into a much higher visibility in the electronics industry in general,'' he said. ''We are a household word, almost, in that industry now because of our success with Motorola and IBM/Toshiba. And I think that in the months and years to come, you will see us successful in other related companies.''
Unfailingly polite, Sterling declines to discuss prospects, even after their agreement is a done deal.
He fixes visitors with a steady, blue-eyed gaze, set against a silvery patch of hair, and keeps his thick hands folded in front of him. He doesn't even talk publicly about how cities in the state can improve their recruiting efforts.
Born and reared near Magnolia, Miss., Sterling earned his undergraduate degree at the University of Mississippi in 1965 and a law degree in 1969. After serving in the Army and practicing law for five years, he earned a master's degree in economics. Then he turned to academia as an economics professor at Southeastern Louisiana University.
It was after he gave a presentation on the region's economic health, that Sterling was asked to direct industrial development full time in Bogalusa, La. From there, he became economic development vice president of the Fort Worth Chamber of Commerce from 1985 to 1988, before taking the position with South Carolina.
Described as a consummate team player, Sterling shuns the spotlight. He always defers to Skunda or Allen, who make the big announcements, defining his role in less visible details.
''I'll tell you, the most important thing in economic development is research,'' he said. ''I guess the one thing that has separated my practice from maybe some of our competitors, or at least set us apart in this industry, is the quality of our written-proposal preparation.''
The statistics bear out his claim.
New and existing companies announced a total of $5.9 billion in capital investment in Virginia in 1995 , compared with $1.9 billion in 1994. Those investments also mean the potential for 30,810 jobs added to the state's work force.
Despite what seem impressive statistics, Sterling has not lost his fervor for the chase.
He ticks off the areas that need improvement in Virginia's effort to lure development: targeting foreign companies, being more industry-oriented, recruiting more regional and national headquarters.
And his list of target industries includes semiconductors, electronics, telecommunications, chemicals, pharmaceuticals, biotechnology research and services, electric vehicles technology, financial services and plastics.
''What we're going to be doing more than anything else is watching the market,'' Sterling said. ''Watch what's happening in the marketplace. And what is happening there, we will be flexible enough and fast enough to respond to.
''If we keep our eye on the market, we'll be all right. We promise you that no matter what our personal targets are, we will be dictated by the market in what we actually do.''
Following 1995's development pace will be hard, many economic development experts have said. What Virginia needs most will be even harder - the dispersal of projects in weaker economic areas, such as the agricultural southside corridor of the state. Plus, there's always the task of improving the labor force, another huge challenge.
Which brings up Sterling's steadfast philosophy on incentives.
Offering expanding companies cash, free rent, grants or other enticements has drawn loud outcry from residents worried about the use of their tax dollars. Proponents say these incentives, however, are government's way of directing some of that activity where it is most needed.
A perpetual champion of the state, he staunchly defends Virginia's use of incentives, such as the governor's Opportunity Virginia Fund, state money used to seal deals with prospective companies.
''Unless you have a perfect world where everything is already in place, nothing needs to be improved, certainly incentives are appropriate,'' Sterling said. ''Although Virginia is a wonderful product, we're not yet perfect.
''Training is the most requested and provided incentive that this state and many others have. But we're not giving that to the company,'' he said. ''We're training Virginians to make them better, to improve their skills, to improve their marketability, improve their productivity. And that's a good thing no matter where you are, or who you are. And I think Virginia's doing the right thing.''
LENGTH: Long : 119 lines ILLUSTRATION: PHOTO: Christopher Reddick/Landmark News Service. Virginiaby CNBDirector of the Department of Economic Development Wayne Lee
Sterling (left) and Virginia Secretary of Commerce and Trade Robert
T. Skunda. color.