THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Sunday, March 3, 1996 TAG: 9603020192
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY MYLENE MANGALINDAN, STAFF WRITER
LENGTH: Long : 143 lines
When you listen to Wayne Lee Sterling for the first time, the word ``we'' begins and dominates nearly all of his sentences.
``We have to go after what's out there. . . .''
``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, the director of the Virginia Department of Economic Development, sometimes speaks for the state. But usually 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, relentless marketer whose command of the details wins him corporate converts. 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.
Recruited from South Carolina, where he headed the State Development Board and Commerce Department, Sterling drew national attention for winning a $500 million BMW automobile manufacturing plant. His defection to Virginia from South Carolina nearly had the same sting as Deion Sanders' move from the San Francisco 49ers to their National Football Conference rivals, the Dallas Cowboys.
``It's no secret Gov. 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.
And like those football superstars, Sterling quickly made his mark.
With Skunda and Allen, Sterling masterminded two defining victories last year: the announcement of a $3 billion Motorola Inc. semiconductor factory and a $1.2 billion IBM/Toshiba computer chip plant.
``I don't believe there's ever been a blockbuster year to compare to 1995,'' said Keogh, who also served as former Gov. Gerald L. Baliles' economic development director.
Sterling himself 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.''
Unfailing polite, Sterling declines to discuss prospects, even after they're a fait accompli.
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 raised near Magnolia, Miss., Sterling served in the U.S. Army and then as a deacon for a while. He earned his undergraduate degree at the University of Mississippi in 1965 and a law degree in 1969. After 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.
After giving a presentation on the region's economic health, he was asked to direct industrial development full-time in Bogalusa, La. From there, he moved to 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.
``He brought in a cadre of individuals he's worked with over the last several years in South Carolina with support in economic development or finance,'' said Greg Wingfield, president of the Greater Richmond Partnership. ``He brought in key lieutenants with him. That helped. The other thing that helped was, upon coming here, he was successful in recruiting several companies. Success begat success.''
For Sterling, the devil is in the 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 compared with $1.9 billion in 1994. That translates into 30,810 new jobs. Hampton Roads got its share, landing record numbers in new investment and jobs as companies like Avis, TWA, MCI Communications, Gateway 2000 and others joined the region's business fold.
Although these achievements have come early in his 20-month tenure, Sterling has not lost his fervor for the chase.
He ticks off the areas that need improvement: targeting foreign companies, being more industry-oriented, recruiting more regional and national headquarters.
His list of prospects reads like an encyclopedia of industries: semiconductors, electronics, telecommunications; fine chemicals, pharmaceuticals and biotechnology firms; electric vehicles; financial companies; plastics.
``What we're going to be doing more than anything else is watching the market,'' Sterling said, sipping from his Coca-Cola can. ``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 banner year will be hard, say many economic development experts. What Virginia needs most will be even harder - the dispersal of projects in weaker economic areas like the southside corridor of the state. Plus, there's always the task of improving the labor force, another huge challenge.
Enter Sterling's steadfast philosophy on incentives.
Offering expanding companies cash, free rent, grants or other enticements has drawn loud outcry from citizens worried about the use of their tax dollars. Proponents say these incentives, however, are government's way of directing some of that market activity.
A perpetual champion of the state, he staunchly defends Virginia's use of incentives, such as the governor's Opportunity Virginia Fund, to close deals.
``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.''
So do many legislators and others.
``Yes, I think that's good,'' said state Sen. Stanley Walker. ``I think it's being managed very well. In due course, they'll pay dividends.'' ILLUSTRATION: Color photo
CHRISTOPHER REDDICK/The Virginian-Pilot
Graphic
Wayne Lee Sterling
[For complete graphic, please see microfilm]
KEYWORDS: PROFILE BIOGRAPHY VIRGINIA ECONOMIC
DEVELOPMENT by CNB