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Cavallo announces retirement

MullenLowe Global CEO Kristen Cavallo, formerly also CEO of Richmond-based marketing and advertising firm The Martin Agency, is retiring from her role to pursue political and social activism, MullenLowe and Martin parent Interpublic Group of Cos. (IPG) announced Monday.

Cavallo became CEO of MullenLowe Global in November 2022 and continued to lead Martin until January, when Danny Robinson was named CEO of the Richmond firm. Cavallo, who became Martin’s first female CEO in December 2017, remained in Richmond.

“One of my favorite things about advertising is how it satisfies your curiosity — I’ve worked across multiple industries and with brands of all sizes,” Cavallo said in a statement. “I’ve also learned how to stand firm in times of uncertainty and to look for what’s possible in the heart of a problem. I can’t think of a better launch pad for the rest of my life.”

Cavallo supports the Democratic Party, she told AdAge, adding that she supports “anyone that’s not trying to take away my rights or my daughter’s rights.”

Cavallo was the 2023 Virginia Business Person of the Year in recognition of her business strategy and successes at the helm of Martin, and then MullenLowe Global, as an international leader in advertising and marketing.

“Unless you’ve been living under an advertising rock,” Robinson said in a statement Monday, “you have a pretty good idea of the transformative acts that have helped define Kristen’s time as CEO at Martin. With her dedication to defending our value as an industry, she’s a great example of leadership. And Kristen wields her influence with a combination of passion and grace. She helped shape the trajectory of my career, and reinforced for all of us at Martin what it feels like to be fearless. Like so many of us, I’ve always been proud to call her my partner and my friend.”

As MullenLowe CEO, Cavallo is responsible for 4,500 employees, with offices in 55 markets worldwide. Alex Leikikh, chairman of MullenLowe Group and executive vice president of IPG, will return to the role of MullenLowe global CEO on March 31, when Cavallo’s retirement becomes effective. Cavallo will remain in an advisory capacity for MullenLowe and Martin until 2025.

Leikikh was part of the management team that hired Cavallo at Mullen in 2011, and one of her conditions for becoming Martin’s CEO was that she report directly to him. In November 2023, Leikikh told Virginia Business that Cavallo had a strong moral compass and was self-assured: “The thing I love about Kristen probably the most is … she asks neither for forgiveness nor permission. She just does what she thinks is right, and so far, she’s been pretty successful at it.”

In a statement Monday, Leikikh said, “I’ve worked with Kristen for over a dozen years, which has been a highlight of my career. She’s a brilliant strategist, insightful client whisperer, creative champion and people nurturer. Kristen is also an intrepid global explorer who ties her personal experiences and worldview to our work. We will miss that, but no doubt Kristen will have a notable impact on the world beyond advertising, and we’ll all stay tuned in to see what she can accomplish.”

Cavallo told AdAge she isn’t looking to run for any political office at the moment, but is hoping to volunteer on campaigns over the next two years. She said she also could see herself working with organizations that align with her ideals, like Planned Parenthood or the American Civil Liberties Union, but added she would need to do more research to find the right organization.

Cavallo first entered the advertising industry in 1994, when she joined Mullen as a strategic planner. A year later, she jumped to Boston-based ad agency Arnold Worldwide, where she served as a senior strategic planner. In 1998, she joined Martin as a senior vice president and group planning director, moving up to director of business development in 2005, before returning to Mullen in 2011 as chief strategy officer. In 2014, she was named president of Mullen’s Boston office. Following IPG’s 2015 merger of Lowe and Partners with Mullen, Cavallo became MullenLowe Group’s U.S. chief strategy and growth officer.

In December 2017, IPG named Cavallo as Martin’s first female CEO, replacing then-CEO Matt Williams. She took the helm at Martin in the wake of highly publicized sexual harassment allegations against Martin’s former chief creative officer, Joe Alexander, who left the ad agency less than two weeks before Cavallo was named CEO. Alexander has denied the allegations and any wrongdoing, and he filed a $50.4 million-plus lawsuit against Martin, alleging defamation, breach of contract and other claims, although only breach of contract had not been dismissed by 2024. In February, a Richmond Circuit judge nonsuited the case at Alexander’s request. His new attorney told Richmond BizSense he planned to refile at a later date.

“As I think about where I’ll direct my energies next,” Cavallo said in a statement, “I’ve been wondering if many of our nation’s problems are ultimately marketing and communications problems: how we connect with one another, how we unify, how we fulfill our promises. These questions have been really taking over my headspace. I want to apply what I’ve learned to the kinds of issues I care most about at this stage in my life.”

2023 Virginia Business Person of the Year: Kristen Cavallo

In 2017, Kristen Cavallo and her son, Matt, then a student on spring break from James Madison University, set out to climb Mount Kilimanjaro with a seven-day window to summit.

Statistics from Kilimanjaro National Park, last updated in the 2000s, show a correlation between a route’s duration and success rate: Climbers on seven-day routes have a 66% chance of successfully summiting Africa’s highest mountain, while those on eight-day routes have an 84% success rate.

Their guide was National Geographic photographer Jake Norton, and Cavallo says, “Listening to his stories every night kind of took you away from feeling like your face was bloated,” she said, noting that during the climb, “somehow the inside of my lips got sunburned, and the back of … [my] ears were blistered.”

Cavallo and her son pushed through, eventually summiting at sunrise, a moment that both recollect with awe.

“There’s a lot I don’t remember, but I do remember he turned around and he had tears in his eyes and he gave me a huge hug,” Cavallo recalls. “And he’s like, ‘We did it, Mom.’ And it’s one of those moments where I’m like, ‘OK, I’m never forgetting that moment.’”

While the mother of two’s dedication to climbing the 19,340-foot mountain reflects the tenacity she brings to her career, the accelerated climb mirrors her professional rise to the top.

In her roughly five-year tenure as its CEO, Richmond-based advertising firm The Martin Agency has added a slew of major accounts, including Fortune 500 used car retailer CarMax and Fortune 1000 food delivery platform DoorDash. And top trade publications have named Martin ad agency of the year multiple times during the past three years.

In November 2022, Cavallo became global CEO for international marketing communications network MullenLowe Group while retaining her position as CEO for Martin, which shares a parent holding company, Interpublic Group of Cos. (IPG), with MullenLowe. She now has oversight of nearly 5,000 employees across 20 offices in 13 countries, including more than 400 workers at Martin.

And at a time when many corporations are backing away from diversity, equity and inclusion initiatives, Cavallo has remained a visible industry champion for DEI.

In recognition of her business strategy and successes at the helm of Martin, and now MullenLowe Global, as an international leader in advertising and marketing, Virginia Business has named Cavallo its 2023 Business Person of the Year. 

Base camp

The middle child of a U.S. Army intelligence officer, Cavallo became accustomed to moving frequently, which, she says, prepared her for business leadership.

Cavallo and and her son, Matt, ascended Mount Kilimanjaro in Tanzania in 2017. Photo by Chris Plating

“I’m an Army brat,” says Cavallo, who has two brothers. “I’ve moved a lot in my life. I think fast on my feet. … I feel like the worst thing you can do for a company is be indecisive.”

She was fiercely competitive from a young age. While her father, the late Chuck Pflugrath, was stationed in Germany, Cavallo and her family would join volksmarches — noncompetitive fitness walks that often have awards or small prizes for finishers.

“It’s not a competitive walk, but to her, it was,” recalls Pete Pflugrath, her older brother by about 6 1/2 years. “She would be in front, basically shaming the rest of us about why we weren’t moving faster and making us realize there was a prize at the end, and we needed to get on with it.”

Cavallo’s father retired to Northern Virginia, where Cavallo finished high school before attending JMU. She graduated in 1991 with a degree in marketing. Cavallo was a role model, says Mike Pflugrath, her younger brother by a year: “She was confident enough in herself … that she didn’t have to be a follower with any type of [delinquent] behavior, but at the same time, she was popular and well-liked.”

That self-assurance and moral compass has stuck with Cavallo, according to Alex Leikikh, chairman of MullenLowe Group and executive vice president of IPG. Leikikh was part of the management team that hired Cavallo at Mullen in 2011, and one of her conditions for becoming Martin’s CEO was that she report directly to him.

“The thing I love about Kristen probably the most is … she asks neither for forgiveness nor permission. She just does what she thinks is right, and so far, she’s been pretty successful at it,” he says.

Ascent

Cavallo started her career building planograms — diagrams of product layouts on retail store shelves — for Bristol-Myers Squibb’s Clairol hair products, beginning in college. When she asked her boss if she could get a job in the Clairol marketing department based on her sales work, he answered she needed an MBA, so she went on to earn her MBA with a focus in statistics from George Mason University in 1993.

Cavallo says she “fell into advertising” in the ’90s while living in Boston and attending a networking event, which led to her getting an interview at what was then Mullen Advertising. When she stepped into its building, Cavallo recalls she “felt all the synapses in my brain just going off at once. It was fast-paced and fun and spontaneous. There was a sense of urgency to it that I loved.”

Cavallo joined Mullen in 1994 as a strategic planner. A year later, she jumped to Boston-based ad agency Arnold Worldwide, where she served as a senior strategic planner. In 1998, she joined Martin as a senior vice president and group planning director, moving up to director of business development in 2005, before returning to Mullen in 2011 as chief strategy officer. In 2014, she was named president of Mullen’s Boston office. Following IPG’s 2015 merger of Lowe and Partners with Mullen, Cavallo became MullenLowe Group’s U.S. chief strategy and growth officer.

On Dec. 12, 2017, IPG named Cavallo as Martin’s first female CEO, replacing then-CEO Matt Williams.

Cavallo and agency leaders celebrated the news that Adweek selected Martin as its 2021 Agency of the Year — the second year in a row Martin received the honor. Martin was also named Ad Age’s 2023 Agency of the Year. Photo by Sara Petras

“I was not interviewing to be the CEO. I was asked to be the CEO, and I had about 20 hours to prepare,” Cavallo says, describing herself as a reluctant, but not unqualified, chief executive.

Cavallo took over at Martin in the wake of highly publicized sexual harassment allegations against Martin’s former chief creative officer, Joe Alexander, who left the ad agency less than two weeks before Cavallo was named CEO. (Alexander, who has denied the allegations and any wrongdoing, filed a $50.4 million-plus lawsuit against Martin, alleging defamation, breach of contract and other claims. As of early November, a jury trial was scheduled for Feb. 20, 2024, in Richmond Circuit Court, although a hearing was set for mid-December over the defendants’ motion to dismiss the claims.)

“The agency was in crisis for various reasons,” says Martin Chief Strategy Officer Elizabeth Paul. “A lot of that was because of He Who Shall Not Be Named, but also the agency shrunk a lot in the years that she was gone.”

The morale at Martin, was “fear, anger, nervousness — that might have just been me,” minus the anger, Cavallo says.

Cavallo embarked on a series of significant policy changes.

“I definitely couldn’t hide,” she says. “Either I was there as a token, or I was there to make a difference. And I was determined I was not going to be a token.”

One of the most attention-grabbing moves made under her leadership was a commitment to pay equity that started with an audit of employee salaries, seeking pay discrepancies between men and women, although only a few raises resulted.

“It was before pay equity was cool. … She just did it. She said, ‘Take a look at it.’ We got it done in two weeks, which was insane,” says Martin Chief Culture Officer Carmina Ortiz Drummond.

Cavallo also promoted Karen Costello from executive creative director to chief creative officer, replacing Alexander with Martin’s first woman in the role, in January 2018. Costello returned to ad agency Deutsch LA in 2020.

Decisive steps

Under Cavallo’s leadership, Martin publicly declared a new mission: We Fight Invisibility. The phrase applies internally to having a diverse workforce, as well as externally to creating advertising that stands out.

Martin has continued to hold to that ethos, even as other corporations have pulled back support for DEI initiatives over the past year or two. “It’s not difficult,” Cavallo says. “I think we’re on the right side of history, and I think it’s the right decision.” 

Chief in her fight against invisibility at Martin was building a visibly diverse leadership team. In a 58-year-old agency historically led mostly by white men, women now comprise more than half of the top leadership, and more than a third of the top leaders are Black, Indigenous or other people of color.

“It’s important to me, because I believe it is the right thing to do, and it’s also important to me because it is the business-correct thing to do,” she says. “Every study ever done on diversity of leadership has shown that a diverse leadership team delivers higher margin, higher morale, higher team participation and higher revenue.”

In March 2018, Cavallo promoted Drummond to the newly created role of chief culture officer, a blend of chief talent officer and chief operating officer. Her responsibilities include talent resources and recruiting, operational budgets and agency technology. Drummond approached Cavallo about becoming Martin’s COO, but Cavallo told her that wasn’t the role she wanted.

“She said, ‘Just do me a favor. Everything you talk about is about people,’” Drummond recalls. “And she says, ‘Go write your job description. Here’s the title I was thinking about, but put any title you want at the top.’ … And [I] came back and she went, ‘Done.’”

Multiple members of Cavallo’s leadership team recount their own twists on the same story, including Martin’s first Black chief creative officer, Danny Robinson, whom Cavallo promoted from group creative director to the new role of chief client officer in May 2019.

Initially, Robinson was hesitant about the new job because it sounded “like I was going to be a suit. I was going to be the opposite side of the creative,” he says, but “she was right. It was probably the best thing for me at that time. The things that I learned in those two years were invaluable for the position I’m in now. … She put me in a position that forced me to learn new things, forced me to get out of my comfort zone.”

Current Martin Chief Client Officer Michael Chapman worked under Cavallo when she was a Martin group planning director, and when she became CEO, she promoted him from chief strategy officer to chief growth officer. “She’s got an incredible mind to be able to catalog people’s current capability and opportunity — what they can grow into,” he says.

Building momentum

In June, Cavallo (right) participated in a panel discussion at the Cannes Lions International Festival of Creativity in France with Patricia Corsi, chief marketing and information officer for Bayer consumer health (left), and Academy Award-winning actress Halle Berry. The three discussed the need to eliminate social taboos around discussing women’s health issues such as menopause. Photo by Ifnm Photo courtesy The Martin Agency

Cavallo was inspired by the 2018 documentary “This Changes Everything,” about gender disparity in the entertainment industry, and shared it with the firm’s executive committee. As a result, in October 2022, Martin announced its 50/50 Initiative, a commitment to hire at least half of its creative talent from underrepresented groups (in terms of gender, race, ethnicity, ability and sexual orientation) for video content production. During the first half of 2023, 75.5% of the agency’s video content production was handled by creative talent from underrepresented groups.

Cavallo’s changes have made a measurable difference. Before she took over in December 2017, 59.9% of Martin employees were women, but they comprised only 25% of the firm’s leadership committee. Six years later, 65.8% of Martin’s employees are female, with women comprising 57.1% of Martin’s executive committee. Before Cavallo, only 14% of Martin’s employees were BIPOC, and none were represented in the executive committee. As of Sept. 31, 27.9% of employees and 35.7% of committee members were BIPOC. 

Cavallo’s reasoning that diversity improves business seems to be holding true. According to Martin, the agency saw almost 30% growth in net new and organic revenue in 2022.

Martin also added an entertainment division in June, which works to get brands into entertainment media through original content or by forging partnerships with existing creators or products, like social media influencers or streaming TV shows.

Cavallo knew who she wanted to lead the division: Alanna Strauss, then senior vice president of creative and content at Fender Musical Instruments. Strauss had also headed creative and brand partnerships at Netflix, where she oversaw a partnership with Domino’s Pizza to promote the sci-fi show “Stranger Things” with a custom app to “order pizza with your mind.”

Cavallo and Strauss talked for 10 months before Strauss took the role, and Strauss says: “I got to know her more and more, and I always say to people, ‘Not working with her was not an option in my life.’ I absolutely knew I had to be in her orbit.”

The advertising industry and major clients have taken note of the new Martin under Cavallo’s leadership. Martin was named Adweek’s Agency of the Year in 2020 and 2021, as well as Ad Age’s Agency of the Year in 2023.

When Cavallo became CEO, she and CarMax Chief Innovation and Strategy Officer Jim Lyski met for drinks, he says, and he told her “something to the effect of, ‘We’re never going to do business with you guys until you fix your culture.’’’

Lyski saw a new culture demonstrated in Cavallo’s choices for her leadership team and through meetings with them, he says, which led to CarMax selecting Martin in 2019 as its creative agency of record.

Reaching the summit

In 2020, Martin won major accounts like Axe, Century 21, Old Navy and Twisted Tea. In 2022, Anheuser-Busch named Martin the agency of record for its Bud Light seltzer brand and Bud Light Next, a zero-calorie beer. That same year, without having to give pitches, Martin became the agency of record for Royal Caribbean, Santander and LegalShield, according to Adweek.

Among other attractive qualities in a business partner, Cavallo is “superhuman in the way that she makes herself available,” says Royal Caribbean Chief Marketing Officer Kara Wallace. “She’s responsible for businesses all over the world, but as a client, you’d never know it, because she’d jump on the phone with you in a heartbeat if you needed it.”

Recently, Martin has produced work for Royal Caribbean’s Icon of the Seas cruise ship, which is slated to make its maiden voyage on Jan. 27, 2024. Along with traditional advertising platforms like television, Martin listed the ship on Zillow in October 2022, allowing people to explore it virtually. In March, Martin recreated two sections of the ship, with accompanying games, within the world of the video game Fortnite.

In November, celebrity rapper Snoop Dogg announced he was “going smokeless,” revealing a few days later he was partnering with Texas-based smokeless fire pit maker Solo Stove, a campaign that Martin created.

Martin’s revenue grew 30% in 2020 and 15% in 2021, according to Adweek. In March 2022, Ad Age named it a “standout agency” on its Agency A-List, citing its 2021 growth and campaigns for Geico, Old Navy and Axe.

In November 2022, Cavallo added the title of MullenLowe Global CEO. In that role, she oversees 4,500 employees spread across 55 markets worldwide.

“She raised her hand and sort of said, ‘Look, my kids are out of the house now,’ so Kristen was what they call an empty nester and was ready to be away from Richmond more and do more work and travel outside her … sphere of influence,” Leikikh says.

At MullenLowe, Cavallo oversaw a rebranding, including a redesigned logo. During the time she had been at Martin, various MullenLowe offices developed different cultures. “I don’t think they were operating as a team well enough,” she says, so she made a strategic decision to restructure MullenLowe’s U.S. leadership. She created the roles of chief culture officer and MullenLowe West president, mirroring the company’s existing MullenLowe East president. Cavallo has also been searching for a MullenLowe U.S. CEO, and as of early October, had made an offer to an executive.

Cavallo (center) with Martin’s 2021 executive committee, from left to right: Carmina Drummond, chief culture officer; Janet White, chief financial officer; Jerry Hoak, executive creative director; Kristen Cavallo, chief executive officer; Danny Robinson, chief creative officer; Elizabeth Paul, chief brand officer; Chris Mumford, former president; Tasha Dean, chief revenue officer. Photo courtesy The Martin Agency

View from the top

As MullenLowe’s global CEO, Cavallo is constantly on the move, traveling every week, which seems to suit her. From Nov. 1 to Nov. 9, she was set to fly to Boston and back to Richmond, then to London, followed by New York, before returning home.

Her mind, too, covers miles in hours: “She’s really good [at brainstorming] organically and just on the fly,” says Leikikh. “That’s just how her brain works.”

Cavallo’s brother Pete Pflugrath puts it a little differently: “She really can talk faster than I can listen, and so I just tend to tune her out after a while. … Her brain is just on a different speed, which is awesome.”

Of herself, Cavallo reflects, “It’s funny — going throughout my career, I can look back at old performance reviews, and impatience is probably a thing I got dinged on for years, and I finally found a role where it’s an asset.”

Cavallo’s constantly plugged in. She’s forthright about her insomnia, and it’s not unusual for the Martin executive committee group chat to receive 3 a.m. texts from her.

Aside from her children, work is Cavallo’s major focus at this stage in her life. “I don’t think this is the season of my life for a lot of hobbies,” she says. Cavallo, who is divorced, has traveled to every continent with her son, Matt, and her 19-year-old daughter, Kate. She displays photos of Matt in Antarctica and Kate with a cheetah in South Africa on a side table in her office, which holds a table that can seat six and a sitting area but no desk. Tucked away in a corner behind a bookshelf, a cardboard cutout of Dwayne Johnson grins. Cavallo and Kate gave their family members “COVID buddies,” and The Rock was Cavallo’s.

Cavallo is quietly generous; her family members praise her good deeds. For instance, “she helps out with our kids in need” by donating to cover students’ lunch debts and to support a Saturday tutoring program, says her younger brother, Mike Pflugrath, principal of Osbourn High School in Manassas.

For the past 14 years, Cavallo also has been sponsoring four children through nonprofit New Hope Homes, which provided a home for 28 orphaned and abandoned children in Rwanda and now supports their education. In 2012, Cavallo and her children traveled to Rwanda to meet them, and in 2019, she and Kate returned to celebrate as two of the children graduated high school.

Cavallo’s hopes for her professional legacy align with the intentional, impactful generosity she shows in her personal life.

Summing up her goals, she says she aims to leverage her power and influence to help bust stereotypes. “My goal is to surpass ‘don’t fuck it up,’ and set the bar so high that the floodgates open for those who come next. I want to remind others of the importance of believing the future can be better than the past.”   


VIRGINIA BUSINESS PERSON OF THE YEAR PAST HONOREES

2022
Jim McGlothlin, Chairman
The United Co., Bristol

2021
Bruce Thompson, CEO
Gold Key | PHR, Virginia Beach

2020
Phebe Novakovic, Chairman and CEO
General Dynamics, Reston

2019
Stephen Moret, President and CEO
Virginia Economic Development Partnership, Richmond

2018
John R. Lawson II, Executive chairman
W.M. Jordan Co., Newport News

2017
Nancy Agee, President and CEO
Carilion Clinic, Roanoke

2016
John F. Reinhart, CEO and executive director
Port of
Virginia, Norfolk

2015
Knox Singleton, CEO
Inova Health System, Fairfax

2014
Christopher J. Nassetta, President and CEO
Hilton Worldwide, McLean

2013
Tonya Mallory, CEO
Health Diagnostic Laboratory, Richmond

2012
Philip A. Shucet, President
The Philip A. Shucet Co., Norfolk

2011
Michael J. Quillen
Chairman
Alpha Natural Resources, Bristol

2010
Gerald L. Gordon, President and CEO
Fairfax County Economic Development Authority, Tysons

2009
Shawn Boyer, Founder and CEO
SnagAJob.com, Richmond

2008
Nicholas Chabraja, Chairman and CEO
General Dynamics, Falls Church

2022 Virginia Business Person of the Year: Jim McGlothlin

Jim McGlothlin had never really thought much about paintings. He was more of a music guy, a fan of Elvis, whom he saw in concert six months before the King’s 1977 death.

But the art of the deal — in this case, winning a valuable artwork at an auction — was a familiar feeling. 

“That’s what I do — make deals,” reflects the 82-year-old Bristol, Virginia-based businessman who built a fortune from a gamble on coal mines during the 20th century and then pivoted to hospitality as the coal business began to recede.

Along the way, he and his wife, Frances Gibson McGlothlin, became major American art collectors and philanthropists. And in his ninth decade, McGlothlin is arguably the person most responsible for Virginia’s legalization of commercial casinos, as well as a partner in the $400 million Hard Rock Hotel and Casino Bristol, which opened in a temporary space this summer as the state’s first casino.

In recognition of his lifelong achievements in business, his significant philanthropic support for the Virginia Museum of Fine Arts, and his impact on statewide economic development, Virginia Business has named Jim McGlothlin its 2022 Person of the Year.

The son of two Southwest Virginia natives, McGlothlin grew up in Buchanan County, in “a little place called Oakwood, which is about 15 miles from Grundy,” he says with a mountain lilt that conveys his origins. “We were in a little mining community, and I had two brothers, my mom and dad. School was wonderful. We played ball and [had] Boy Scouts, church activities. It’s just a wonderful place to grow up.”

His father was an accountant for a coal company and a graduate of Emory & Henry College, while McGlothlin’s mother was a Radford alumna who taught school before becoming a mother. 

McGlothlin was a football and basketball player at the former Garden High School and was a strong student, especially in math. Early in his teens, he set his sights on attending William & Mary and becoming a lawyer.

A cousin returned from military service during World War II, and then went to William & Mary’s law school. “He came to our house to visit for a weekend,” McGlothlin recalls. “He told all kinds of stories about law school and his fascination with it. From that day on — I remember it like yesterday — I wanted to be a lawyer. That was the dream.”

And like many goals McGlothlin has set for himself, that dream came true.

Striking a deal

McGlothlin and six partners purchased a Buchanan coal company at auction in 1970, a deal that started United Coal Co., which became a billion-dollar business by the time it was sold in 2009. Photo by Earl Neikirk

Clyde Stacy, who has been McGlothlin’s friendly competitor and occasional business partner for much of the two men’s careers, was in eighth grade when he met McGlothlin, who was then a high school senior.

“I will tell you this story — he probably won’t like it — but when I met him in eighth grade, the reason I noticed him [was] one guy grabbed something of Jim’s, and they were going at it, wrestling around,” Stacy recalls. “Jim grabs [the other guy’s] tennis shoes and ties them together and tells him, ‘You give that back, or I’m going to throw these on top of the gymnasium.’ Jim threw the shoes on top of the building, which was probably 40 feet high. I don’t know how [the guy] ever got them back. It was really funny.”

Stacy says his friendship with McGlothlin started in earnest after the two were young adults and businessmen, and continues today.

“Most people know Jim as a very serious businessperson, and that’s the way he comes across most of the time, but he’s fun to be around,” Stacy says.

At William & Mary, McGlothlin majored in psychology, while also working as a waiter at King’s Arms Tavern, one of Colonial Williamsburg’s restaurants still open today. “Then, when school started in the fall, I drove [a] school bus in the morning and the afternoon,” he recalls. “I also belonged to a fraternity, and that was probably very distracting [to] getting all my work done. I was a very mediocre student in undergraduate school. By the way, I got rejected for law school at William & Mary.”

When that happened — a consequence of below-average grades and a low LSAT score — McGlothlin went to see W&M Law School Dean Dudley Woodbridge, “and he just flatly told me, ‘There’s no hope you could get through law school. I’d love to have you, but I can’t.’”

But McGlothlin found a back door into law school — changing his major to jurisprudence, “which is really the first year of law school, at least at William & Mary,” he explains. “I marched over the next day and went to his office, and I said, ‘I just have changed my major to jurisprudence.’ He said, ‘Are you kidding me?’”

Eventually, the two came to an agreement: If McGlothlin made the dean’s list both semesters, Woodbridge said, he could enter law school upon graduation. “I made the grades,” recalls McGlothlin, “and the rest was history.”

A temporary casino opened in July at the Bristol Mall, making it the first casino to open in Virginia, which legalized casinos in 2020. Construction on the nearby permanent casino is expected to be finished in 2024. Photo by Earl Neikirk

Birth of a coal company

As a young attorney in Grundy during the 1960s, McGlothlin joined forces with two of his cousins, starting the law firm of Street, Street & McGlothlin, a general practice in which McGlothlin mainly handled litigation, both criminal and civil cases. He also trained to become a pilot, and the firm purchased a small plane to make travel easier to courts around the commonwealth.

In 1970, at age 30, McGlothlin “lucked in” to the coal business, purchasing a Buchanan County coal company at auction. “I walked across to the courthouse to do something,” he says. “Then this young lawyer about my age was selling a piece of property on auction. It was a coal company. As I walked by, there’s 15 or 20 people there, [but] nobody was bidding.”

The other lawyer asked McGlothlin to start the bidding at $25,000, and he considered it a moment.

“This is a no-brainer,” he recalls thinking. “I had $25,000. Fifteen minutes later, I owned the coal company.”

Now he had to tell his law partners, who were happy to jump onboard. Later, at a poker game, McGlothlin’s father and three of his accounting clients — all coal mine operators — expressed interest in investing in the new enterprise.

“We agreed to put up $1,000 each. There were seven of us, and we’d go to the bank, borrow the $25,000 from the bank and pay for the company, and $7,000 would be the working capital,” says McGlothlin, and that’s how United Coal Co. started. “I took a leave of absence for six months from the law firm [and] here we are 52 years later. I never went back.”

In the early 1970s, United acquired dozens of smaller coal companies and mines in Appalachia. Its main competitor was Richmond-based Massey Coal. But by the mid-’70s, coal was just one division of United Co., which expanded into buying, reselling and distributing mining equipment and owning and running steel mills following the $40 million purchase of Birmingham Steel Co. in Alabama in 1980.

It was a boom time, although not every decision struck gold.

In 1981, United drilled a gas well in Scott County, leading to a massive fire, “which you could see blowing 400, 500 feet there,” McGlothlin says. “We hired a guy to come out of Austin, Texas, to put it out, which he did in about five or six minutes after he got there.”

An ensuing conversation led McGlothlin to strike a deal for United to drill 25 oil wells in Texas. “That turned out really successful,” says McGlothin. Ultimately, United bought the 25 wells from a partner in Texas who was retiring, “and that’s how the oil and gas thing was born,” McGlothlin says.

In the 1980s, United acquired a large Canadian oil and gas company, vastly expanding its portfolio. Then came sand and gravel holdings and even a gold mine in Tanzania.

“As I got older and older and the company got bigger, I wanted something that was big enough to make some real difference,” McGlothlin says. “In other words, I didn’t want something to sell a million dollars’ worth of product a year, because if you make 50% on it, you [only] make $500,000.”

By the 1990s, the coal industry was starting to decline, and McGlothlin sold off some of United’s holdings, including the Dal-Tex mine in West Virginia, which represented about half of United’s coal business.

“We decided the times weren’t so good in the business, and [Massey] came along,” so McGlothlin and his partners sold United to Massey in 1997. But in 2004, McGlothlin and a small group of investors reacquired the company. “Our opportunity came along to buy [back] all of those properties that Massey had,” he says.

Five years later, United divested its coal mine holdings to Ukrainian billionaire Rinat Akhmetov, whose mining and steel company, Metinvest Group, bought United Coal Co. for an undisclosed price, although news reports from that time pegged the deal at between $800 million and $1.4 billion. Metinvest still owns United Coal, which is now based in Johnson City, Tennessee.

McGlothlin remains chairman and sole owner of the remaining business, The United Co., which today has diversified into a hospitality and wealth management company, with other activities including real estate development and coal, oil and gas exploration services. Its holdings include golf courses, RV parks and a stake in the Bristol casino.

Frances and Jim McGlothlin split their time between Virginia and Florida, and have become influential donors in education, health care and the arts. Photo by Earl Neikirk

Roll of the dice

The Bristol casino came up in a similar way to McGlothlin’s other big deals. In 2018, Stacy bought the shuttered Bristol Mall, which McGlothlin also had considered buying but couldn’t think of anything to put there. “He said, ‘I’m going to put in a casino,’” McGlothlin says. “I said, ‘You do know that it’s not legal to have a casino?’”

But Stacy suggested that the two work together on legalizing casinos in the commonwealth, and McGlothlin called an old friend, Alan Diamonstein, the late Newport News lawyer and delegate. He briefed Stacy and McGlothlin on state Sen. Louise Lucas’ quixotic 18-year effort to legalize casinos. “There’s almost no chance, 15% at the most,” McGlothlin recalls Diamonstein saying.

But after talking to Lucas — who, like McGlothlin, wanted a casino to help improve the economy and job opportunities in her hometown, Portsmouth — McGlothlin, Stacy and some of United Co.’s executives began formulating a plan to garner legislative support. Bristol and its surrounding localities needed a new major employer and an industry to replace the coal jobs that had virtually disappeared.

“It just made so much sense, because first of all, [Southwest Virginia] was really in need of something,” McGlothlin says. “We called it ‘the moonshot,’ and it had to be big. It couldn’t just be another place to employ 40 people [because] we were going downhill — anybody could testify our debt was just escalating. The political people were difficult, but as time went on, they began to see this could have a big effect on investment in tourism.”

A political coalition — bringing together everyone from liberal Democrats like Lucas to conservative Republicans like former
Sen. Bill Carrico from Marion — began to form in late 2018. Two years later, the General Assembly passed a law allowing local voters in five economically challenged cities — Bristol, Danville, Norfolk, Portsmouth and Richmond — to approve commercial casinos in their localities via referendum. In 2020, referendums passed in all of the cities except Richmond, where voters rejected a casino in 2021. Four casinos are now under construction or close to
starting, and there’s a legislative battle underway between Richmond and Petersburg over the opportunity to build a fifth.

“It did take a lot of work, a lot more work than we thought,” Stacy says. “There were so many people who had oppositions to anything other than what had always been done.”

Lucas, in particular, has nothing but praise for McGlothlin — whose politics trend considerably to the right of hers. “Everything he does, he does with other people in mind. I just absolutely fell in love with the man.”

United Co. CEO Martin Kent, who joined the company as its president in 2014, was an integral player in building the political coalition for casino legalization. Formerly chief of staff to Gov. Bob McDonnell, Kent considers McGlothlin an important business mentor.

“Jim is very intuitive,” he says, “and Jim can sit down and listen to the financials verbally and can calculate a statement in his head quicker than most people can do in Excel. We rely on the calculator, but Jim has an innate ability. But at the end of the day, Jim is the relationship guy. He’s very intuitive as it comes to meeting with people. That’s just his nature.”

As the prospect of legal casinos became more likely, McGlothlin worked to find a corporate partner for Bristol’s resort casino. At first, he held discussions with Caesars Entertainment Inc., but a friend introduced him to a representative of Hard Rock, and within 24 hours, a deal was signed.

More than 25,000 people from 49 states visited the Bristol Hard Rock casino during its first two months, and casino President Allie Evangelista has hired about 600 people. Ultimately, the casino — expected to open in its permanent space on the Bristol Mall property in 2024 — is anticipated to employ 1,200 to 1,500 people by summer 2024.

Evangelista, a Brazilian native who has worked in the U.S. gaming business for decades, moved to Bristol in January.

“I knew Hard Rock was a company I wanted to work for,” she says, “but I wanted to make sure it was the right project. And so, I had an opportunity to meet with Jim and Clyde, and we went for dinner. It was one of those feelings where you know it’s the right move. You see their passion and what they went through to get this approved in the state, and I felt like I can be this person to make this dream successful.”

Personal lives

Outside of business, Jim and Fran McGlothlin have their own charitable foundation, which makes donations to higher education, the arts and health care institutions. They’re also involved with The United Company Foundation, the company’s philanthropic arm. Focused more on the Bristol community, the foundation runs a soup kitchen and a food-box program and provides grants to local nonprofits.

One of McGlothlin’s dearest charitable endeavors is the Mountain Mission School, an institute founded in 1921 in Grundy to house and educate children in need, who receive college scholarships funded by The United Company Foundation.

“I really didn’t know much about it till I got out of law school, and I went up there,” McGlothlin says. “Well, they asked me to come up and think about coaching or helping with starting a basketball team. If you go there and see these kids, you immediately fall in love with them. That was in ’66, I think. I’ve had a love affair with Mountain Mission for all those long years.”

In 2018, The Olde Farm golf course, a course designed by Bobby Weed and founded by McGlothlin, hosted a celebrity tournament featuring golf legends Jack Nicklaus and Gary Player, as well as NFL stars Peyton Manning and Dan Marino. It raised $56.6 million for the school, the largest single-day charitable gift in PGA Tour history. 

Fran McGlothlin, too, has become deeply involved with Mountain Mission, which just dedicated a girls’ residence hall in her name.

“I thought it was a really good thing,” she says, “but I wanted to change the direction of the school. I thought that the board [was] thinking too small. Even though our company was providing the [college] scholarships, I learned it was mostly local colleges. I said, ‘I think we should think bigger than this. If they can get into U.Va. or William & Mary or Stanford, let’s give them a chance to do that.’”

Her work with the school has been part of her acclimation to life in Southwest Virginia, where she felt a bit like a fish out of water at first.

A Leesburg native, Fran McGlothlin graduated from William & Mary in the 1960s. She and Jim met in 1991 at a small dinner party in Williamsburg, when he was on W&M’s board of visitors and she was the wife of the college’s then-president.

“Well, I was trying to be a good dinner partner and talking to people on both sides,” she says. “When I spoke to him, I said — and I’m told you’re never supposed to ask this question at a dinner party, but I was just trying to find a hook — ‘What do you do?’ He said, ‘A little of this and a little of that.’ We just started talking and became friends first, and then eventually got married.” They wed in 1996.

Jim recalls that first meeting fondly, remembering her as a “very attractive, intelligent lady who it was exciting to carry on a conversation with.” As they got to know each other — and the high-end art world — the two spent time in Naples, Florida, where they now live much of the year in a waterfront condo.

“Jim’s world was a whole different world from mine,” Fran says. “I think in a way, that’s how we got into collecting art, because I said to myself, ‘If I’m going to be with this guy, we’ve got to find something in common that we can both do — because I don’t know anything about coal mines and I don’t play golf.”

In her wine cellar — a deal she made with Jim, in which he agreed she could spend the same amount of money on wine that he spends on golfing — Fran displays bottles of wine they served at their wedding reception, with custom labels featuring their first art purchase, “Listening Boy,” by Robert Henri.

Ultimately, the McGlothlins would give the Virginia Museum of Fine Arts nearly 90 pieces of artwork worth more than $250 million — largely 19th- and early 20th-century American paintings, including works by John Singer Sargent, Childe Hassam, Andrew Wyeth and the museum’s first Norman Rockwell painting. In 2005, the couple promised to bequeath their art collection to the museum and donated $30 million to the VMFA’s 2010 expansion, which included a wing named for the McGlothlins. In 2015, the McGlothlins donated 73 American artworks worth approximately $200 million to the VMFA, and in 2022, they gave 15 more pieces to the museum.

Artists from the Metropolitan Museum of Art painted copies of the donated works, some of which now hang in the McGlothlins’ high-ceilinged, Italianate home on the edge of Olde Farm golf course.

In a hallway near the kitchen, there’s a small, sepia-toned photo of Fran and Jim McGlothlin cuddling on a sofa, taken by the legendary portraitist Annie Leibovitz. For her 60th birthday, Fran asked for the portrait by Leibovitz, who has taken iconic photos of subjects ranging from Queen Elizabeth II to John Lennon and Yoko Ono.

These days, the couple travels to see their children across the United States, and Jim golfs regularly at Olde Farm and in Florida and occasionally in Scotland, but he no longer pilots planes, after experiencing a few health issues.

In 2015, he was diagnosed with pancreatic cancer — his doctors spotted it early during a CAT scan and took immediate action, removing the tumor.

“I took chemo for six months,” McGlothlin says. “I couldn’t eat anything, couldn’t drink anything. That bottle of water would taste like tin. I just couldn’t get it down. I lost 65 pounds.”

Two months after finishing chemotherapy, McGlothlin suffered a stroke while at a restaurant with Fran, his daughter and her husband. Fortunately, they’d flown there in a helicopter, which was able to deliver him to a hospital in less than 20 minutes, and McGlothlin fully recovered — enough to fly with Fran in 2018 to a few baseball games around the country in a farewell to piloting.

In January, McGlothlin stepped down as United’s CEO, ceding the position to Kent, though McGlothlin remains the company’s chairman. They still talk daily, but Kent says that McGlothlin wanted to pass on some of the day-to-day operations and responsibilities.

The McGlothlins took their children and grandchildren to Bermuda this past summer, and while he acknowledges his love of making deals, McGlothlin says, “I’m more about family in my life than I am about business. … That’s important.”   

 


VIRGINIA BUSINESS PERSON OF THE YEAR PAST HONOREES

2021
Bruce Thompson
CEO
Gold Key | PHR, Virginia Beach

2020
Phebe Novakovic
Chairman and CEO
General Dynamics Corp., Reston

2019
Stephen Moret
President and CEO
Virginia Economic Development Partnership, Richmond

2018
John R. Lawson II
Executive chairman
W.M. Jordan Co., Newport News

2017
Nancy Howell Agee
President and CEO
Carilion Clinic, Roanoke

2016
John F. Reinhart
CEO and executive director
Virginia Port Authority, Norfolk

2015
Knox Singleton
CEO
Inova Health System, Fairfax

2014
Christopher J. Nassetta President and CEO
Hilton Worldwide, McLean

2013
Tonya Mallory
CEO
Health Diagnostic Laboratory, Richmond

2012
Philip A. Shucet
President
The Philip A. Shucet Co., Norfolk

2011
Michael J. Quillen
Chairman
Alpha Natural Resources Inc., Bristol

2010
Gerald L. Gordon
President and CEO
Fairfax County Economic Development Authority, Tysons

2009
Shawn Boyer
Founder and CEO
SnagAJob.com, Richmond

2008
Nicholas Chabraja
Chairman and CEO
General Dynamics Corp., Falls Church

2021 Virginia Business Person of the Year: Bruce Thompson

Standing on a hill overlooking the Atlantic Ocean, the Cavalier Hotel is a callback to a time when Virginia Beach was a sleepy little resort town inside Princess Anne County.

Opened in 1927 as the largest brick building in the state, the Cavalier was a product of the Jazz Age. Over the years, the Y-shaped building hosted seven presidents and a long list of luminaries, including F. Scott Fitzgerald, Frank Sinatra, Elizabeth Taylor, Ella Fitzgerald and Bob Hope. President Richard Nixon stayed at the hotel during the height of Watergate, and — according to legend — torched either a stack of documents or audiotape in the fireplace of the Cavalier’s Hunt Room.

Yet this historic structure likely wouldn’t still be standing if it weren’t for Bruce Thompson, one of Hampton Roads’ most prominent developers and hoteliers. Once destined for the wrecking ball, the hotel is now the centerpiece of the Cavalier Resort, a $435 million effort to reshape 21 acres of the Virginia Beach Oceanfront into a tourism-fueled development with three hotels, seven restaurants, homes, condos and an exclusive beach club. With the third hotel, an Embassy Suites, anticipated for a January 2023 opening, Thompson’s resort vision is nearing completion.

The Cavalier Resort is the culmination of nearly four decades of work by Thompson to reposition Virginia Beach and Hampton Roads. Once unflatteringly referred to as the “Redneck Riviera,” the Oceanfront now boasts high-end hotels and amenities that Thompson played a role in establishing. During the past 15 years, Thompson’s Virginia Beach-based hospitality company Gold Key | PHR has carried out more than $1 billion in investment in Hampton Roads and the Outer Banks. The company employs 1,700 people and owns 20 properties worth more than $500 million combined.

“He’s a visionary,” says Will Sessoms, mayor of Virginia Beach from 2008 to 2018 and past president and CEO of Towne Financial Services Group, a division of Suffolk-based TowneBank. “We ought to have a statue at the Oceanfront of him, and I’m not exaggerating.”

Even amid the swirling headwinds of the pandemic — which have been particularly unkind to the hospitality industry — Thompson and Gold Key | PHR have come through the other end in good shape, with 2021 revenues anticipated at $160 million, compared with 2019’s $120 million, primarily due to the opening of the Oceanfront Marriott.

Because of Thompson’s continuing efforts to propel the Hampton Roads region beyond the status quo, Virginia Business has named Thompson its 2021 Business Person of the Year.

With construction of the Cavalier Resort’s final hotel underway, a new $200 million mixed-use project in the planning stages for Virginia Beach, and a proposal on the table to convert Norfolk’s old Military Circle Mall property into a $663 million development with an amphitheater, Thompson continues to burnish a legacy of transforming Hampton Roads.

As a young man, Thompson worked as a night watchman and mowed the lawn at the Cavalier Hotel. Following a five-year, $85 million renovation completed in 2018, the hotel is now the centerpiece of his Cavalier Resort development. Photo by James Lee
As a young man, Thompson worked as a night watchman and mowed the lawn at the Cavalier Hotel. Following a five-year, $85 million renovation completed in 2018, the hotel is now the centerpiece of his Cavalier Resort development. Photo by James Lee

Priesthood, foosball, football

Wearing a fashionable blue suit, Thompson sits in a booth at Orion’s Roof, the 23rd-floor Asian fusion restaurant at his $125 million Oceanfront Marriott, which opened last year. Surrounding him are panoramic views of the Atlantic Ocean that include both the Eastern Shore and the Outer Banks in their sweep.

That’s apropos, as it was the water that first sparked the entrepreneurial spirit in Thompson. Growing up without much money on a creek in Norfolk, Thompson caught minnows and crabs to sell. Later, as a head altar boy at Norfolk’s St. Pius X Church, Thompson would trade funeral and wedding assignments with other boys for better paper routes.

“At that point in my life, I just knew I was destined to figure out how to make a buck,” says Thompson, with an old-school Hampton Roads twang.

For a time, though, the priesthood was also a consideration. After completing ninth grade, Thompson left Norfolk for a high school seminary — something like a prep school for aspiring priests — in Richmond. He didn’t last a month.

“In very short order, the priests realized, as did I, that I really didn’t have a calling. I really was too sweet on a girl in Norfolk,” recalls Thompson, who turns 70 this month.

In the interim, his family moved to a farm in Virginia Beach. Tensions between Thompson and his father escalated, so he left home at 17 and managed garage bands. During this period, Thompson met Ed Ruffin, co-founder of Virginia Beach nightclub Peabody’s.

“Bruce will outwork you. He’ll read and self-educate himself,” says Ruffin, who became a longtime business partner. “When you meet up with Bruce, you’re dancing with a bear. He ain’t going to let up until he’s finished with you.”

Thompson promoted a roster of bands including Grand Funk Railroad and the Allman Brothers Band. After some financially disastrous shows, though, he pivoted to foosball sales in the early ’70s, just as the craze was taking off in America. Thompson opened foosball parlors in Virginia, North Carolina and South Carolina.

At 21, Thompson ran into financial difficulties at a foosball parlor in Blacksburg and had to start over again. It was around this time that Thompson’s girlfriend became pregnant and, being “a good Catholic boy,” he married her and found a job working on a hog farm back in Virginia Beach. Part of the job entailed getting the hogs to mate.

“You go there at four in the morning. You introduce Bubba to all the ladies. It was horrible,” he says, recalling one low point: “It is snowing, it’s cold, Christmas Eve, and I’m repairing a fence, and I’m praying like I’ve never prayed. I’m praying, ‘Dear Lord, don’t make me do this for the rest of my life. This is not my destiny.’”

At night, Thompson tended bar at Virginia Beach haunt The Raven, owned by twin brothers Ricky and Bobby Dunnington. When the Dunningtons opened a sail and ski shop, they asked Thompson if he could help with the ski side of the business. Soon, Thompson’s full-time job was promoting and organizing ski trips just as the skiing craze hit Virginia in the mid-’70s. Thompson became the largest ski travel wholesaler on the East Coast, and at the height of his business, his company annually taught 12,000 people how to ski.

Because Thompson needed buses to get people to the slopes and back, he got deeper into the travel business. His Great Atlantic Travel became the largest seasonal ticket holder for the Washington Football Team just as it was hitting its 1980s stride. During one particularly disastrous trip, the planes he chartered for a return trip from Super Bowl XVII in Los Angeles were delayed for days. Thompson made up T-shirts for his clients that read, “We won the game, but we lost the plane.”

Seeking more stability and tangible assets, Thompson began to pivot toward the hospitality industry. Around 1982, he and some business partners opened the Ocean House Hotel at 31st Street and Atlantic Avenue, his first hotel.

In 2017, Thompson opened The Main, his $77.5 million, 300-room Hilton hotel in Norfolk. Photo by James Lee
In 2017, Thompson opened The Main, his $77.5 million, 300-room Hilton hotel in Norfolk. Photo by James Lee

‘A true visionary’

Under the name Professional Hospitality Resources, Thompson’s hotel empire grew. Thompson also founded Gold Key, a timeshare company, as well as his own marketing and finance companies to assist with timeshare sales. During a 10-year period, Gold Key sold vacation ownership interests to 35,000 people.

At its peak, between the hotels and timeshares, Thompson says, his companies owned 60% of the commercial bedrooms on the actual oceanfront in Virginia Beach, totaling 3,000 sleeping rooms.

Thompson also got into the restaurant business. At one point, his portfolio included 21 restaurants; Catch 31 at the Virginia Beach Hilton alone brought in $18 million annually, he says.

After Thompson and his wife, Kathy, divorced in 1983, he gave her their retail and local travel skiing business. Thompson would eventually sell off his travel, marketing, finance and timeshare companies, merging the remainder of his business to form Gold Key | PHR in 1999.

In 2003, Thompson opened the Hilton Virginia Beach Oceanfront at 31st Street, a controversial 21-story hotel constructed in a public-private partnership with the city for nearly $80 million. In a nonbinding 2000 ballot referendum, 58% of city voters said they wanted the land to become a park. Virginia Beach City Council’s decision to undertake a public-private partnership with Thompson to create the hotel, a park and a parking garage made him a lightning rod for controversy.

“That was one of the best things that ever happened to our oceanfront,” says Sessoms, the former Virginia Beach mayor, noting that the hotel generates $5 million in direct tax revenue annually for the city, helping keep other taxes low. “It really raised the bar. It was extremely controversial to make it happen.”

Vinod Agarwal, deputy director of the Dragas Center for Economic Analysis and Policy at Old Dominion University, says the Hilton was far from a sure thing when it was pitched.

“He’s very forward-looking, and he is a risk-taker,” Agarwal says of Thompson. “A lot of people thought he was crazy to go with high-end hotels. Obviously, he’s done quite well.”

Gold Key | PHR sold the Hilton and its Oceanfront Hilton Garden Inn to Richmond-based Shamin Hotels in 2018.

“Bruce is a true visionary,” says Neil Amin, CEO of Shamin, one of the nation’s largest independent hoteliers. “He foresaw that there is tremendous demand for high-quality lodging at the Virginia Beach Oceanfront, and by coupling hotels with unique [food and beverage] outlets, he has been able to generate above-market hotel rates to support his first-class developments.”

The Oceanfront Hilton whetted Thompson’s appetite for bigger projects, leading him to create the 21-story The Main in downtown Norfolk. The $77.5 million, 300-room Hilton hotel opened in April 2017, offering three restaurants and one of Virginia’s largest ballrooms.

Kurt Krause, president and CEO of destination marketing organization VisitNorfolk, served as managing director for the Cavalier Hotel, The Main and the Oceanfront Hilton. Krause, who previously spent more than two decades with Marriott International Inc., says Thompson stands apart from his peers for his “relentless pursuit of excellence,” and that traditional hoteliers “never would have put more than one restaurant” at a property. “Bruce wants the local community to fill his restaurants, and then they’ll spend the night. That model works, and it has continued to work at The Main especially well.”

Interviews with longtime associates and colleagues describe Thompson as a workaholic with an eye for detail. When touring his properties, he’s known to adjust the lighting or music to fit a space’s mood. When traveling, he takes photos of spaces and ideas that he wants to emulate, down to a hotel’s doorknobs. For employees, receiving 4 a.m. emails of what he expects of you that day is not an uncommon experience.

Bob Howard, Gold Key | PHR’s chief investment officer, says that Thompson is the best boss he’s ever had: “He challenges you to do better than you think you can do. [He’s] certainly very thoughtful and proactive in addressing issues.”

Thompson’s involvement in remaking the Cavalier — where he worked as a night watchman and grass cutter in his early 20s — began in 2013. It’s likely the Cavalier would have been demolished if Thompson and his associates hadn’t bought the hotel and surrounding properties for $35.1 million; its restoration cost $85 million.

The large part of the decision to turn the Cavalier property into a resort was an economic one. With the real estate being so valuable, it would have been more profitable to tear down the Cavalier and build denser hotels or housing on the property. Because Thompson and his partners wanted to save the Cavalier, they had to add hotels, housing, condos and other amenities to make the math work.

“The challenge was to be dense, because we were so heavily invested in the restoration of the hotel, yet preserve the integrity, the vistas and the spirit of what the Cavalier … meant to the community in the past and what it should represent in the future,” Thompson says.

Not all of Thompson’s endeavors have been successful. His pitch to create a $200 million arena in Virginia Beach went to another developer, who later sued the city when the local government backed out. Thompson also once proposed an Oceanfront fishing pier at 15th Street that ultimately didn’t get off the ground.

Still, Thompson has cemented a legacy in the region.

“He’s become one of the leading developers, certainly of Hampton Roads, if not the commonwealth. He’s done it with grit and determination, and also a concern for his community,” says Bryan K. Stephens, president and CEO of the Hampton Roads Chamber. “He’s got a passion for turning Hampton Roads into a well-known tourism industry location.”

Thompson gazes down at the JT Walk bracelet that belonged to his late son, Josh, who died from ALS in October 2020. Named for Josh, the annual Virginia Beach fundraising event has contributed millions toward ALS research and assisting patients and families. Photo by James Lee
Thompson gazes down at the JT Walk bracelet that belonged to his late son, Josh, who died from ALS in October 2020. Named for Josh, the annual
Virginia Beach fundraising event has contributed millions toward ALS research and assisting patients and families. Photo by James Lee

Politics and philanthropy

As Thompson began breaking into the hospitality market, he also became involved in politics.

Seeing the need in the 1970s for Virginia Beach to create a separate funding stream for economic development and tourism-related endeavors, Thompson was part of the city’s inaugural Resort Area Advisory Commission, which created and managed the Tourism and Growth Investment Fund. This fund used a separate tax from the resort district’s tourism amenities to create some of Virginia Beach’s largest endeavors, including the Virginia Aquarium & Marine Science Center, the Virginia Beach Convention Center, the Veterans United Home Loans Amphitheater and a major overhaul of the Oceanfront boardwalk.

Thompson also chaired inaugural functions for Democratic Govs. Chuck Robb and Gerald Baliles and served on their finance committees.

Thompson’s close association with Robb would get him into trouble. As Robb and then-Democratic Lt. Gov. Douglas Wilder were political rivals, Thompson’s friend Bobby Dunnington approached Thompson with a recording of a cell phone conversation of Wilder saying Robb had no political future. Thompson passed the tape onto the Robb campaign and became embroiled in a scandal. Thompson pled guilty to two misdemeanor charges of wiretapping and witness tampering. He was fined $7,500 and placed on probation for a year.

Thompson says he thought he was doing the right thing at the time — even consulting a criminal lawyer on the issue — and believes there was a political bent to the scandal. “I really felt like I was a pawn,” he says.

Still, that experience wasn’t enough to deter Thompson from politics. Twice, Thompson has stood in for Democratic gubernatorial candidates in local debates, acting as a surrogate for future Democratic Govs. Terry McAuliffe and Ralph Northam.

Eight years ago, Thompson served as McAuliffe’s Hampton Roads regional finance chair; this year, though, he served as state finance chair for Republican Gov.-elect Glenn Youngkin, who defeated McAuliffe in November’s election. Asked about switching his allegiances, Thompson says he doesn’t like the extremes of either party and is against one-party rule in state government.

Over the years, Thompson has served on numerous boards and commissions, including the Virginia Travel Advisory Commission, GO Virginia Region 5 Council, the commonwealth’s COVID-19 Business Task Force and the board of visitors for the Eastern Virginia Medical School.

He’s also been involved with charitable causes, particularly related to ALS, or amyotrophic lateral sclerosis. Fourteen years ago, Thompson’s eldest son, Josh, was diagnosed with the progressive nervous system disease, also known as Lou Gehrig’s disease. Josh, who died in October 2020, was the “heir apparent” to his business empire, Thompson says.

“He and I were tied at the hip,” Thompson says. “He was a John Kennedy Jr. kind of guy. He just had a lot of personality. He was very politically involved.”

Thompson, his sons Josh and Chris, and a nonprofit founded by Chris and his friends, championed ALS-related causes, creating the annual JT Walk to raise money for stem cell research and created a kid-friendly pediatric ICU on wheels for the Children’s Hospital of The King’s Daughters. Josh Thompson also designed Grommet Island Park, a Virginia Beach playground accessible for children with disabilities. The Thompsons’ efforts raised more than $20 million for ALS-related causes.

“It’s a horrible situation,” Thompson says of losing his son to ALS. “It’s the worst diagnosis a parent can have, because you don’t know where it came from and there’s nothing you can do.”

Michael Levinson, Thompson’s longtime friend and personal lawyer, says Josh’s diagnosis and death took a toll on Thompson.

“He’s just been through a lot,” Levinson says. “He once said to me privately, ‘Mike, at this point you can’t cut me and not hit scar tissue, because somebody’s already been there.’ That which doesn’t kill you makes you stronger, and he’s pretty strong.”

‘Sleepy little beach’ no more

Never one to sit still for long, Thompson is working on new projects to add luster to Hampton Roads, including the redevelopment of Norfolk’s Military Circle Mall. Thompson is a partner in one of three bids that Norfolk City Council is considering; council is aiming to make a decision by early 2022.

Norfolk MC Associates — which includes Thompson, Charlottesville-based music industry executive and developer Coran Capshaw and Virginia Beach developer The Franklin Johnson Group — has proposed The Well, a $663 million mixed-use development that would include a 200-room hotel, 864 housing units, 77,000 square feet of office space and at least 159,000 square feet of retail and entertainment space, all with a net-zero carbon footprint.

Unlike the competing Military Circle redevelopment proposals, The Well eschews an arena for a 5,000-seat amphitheater with lawn seating for more than 3,000 spectators, along with a 9-acre lake with an island in the center. Norfolk MC Associates projects its plan would create 2,200 jobs and generate $17.7 million in annual city tax revenue. It would also, if Thompson has his way, become the home of the Thompson School of Hospitality, an expansion of Norfolk State University’s entrepreneurship school. If the city ultimately chooses his proposal, Thompson says, “it will be my legacy project.”

The two other proposals in competition for Military Circle are backed by NFL Hall of Famer Emmitt Smith and famed pop musician and philanthropist Pharrell Williams, a Virginia Beach native. In October, Williams and Thompson had a public dustup after Thompson denied Williams the use of the Cavalier’s iconic front lawn for an 800-person party where controversial comedian Dave Chappelle would have performed. Thompson says there were logistical issues related to having that many people on the lawn, and he is also critical of recent comments made by Chappelle related to transgender people and Catholicism.

When Williams came out weeks later and said he was pulling his Something in the Water music festival from Virginia Beach, citing the city’s “toxic energy” for its handling of his cousin’s shooting death by police, some also perceived a veiled dig at Thompson.

Thompson is also working on a $200 million mixed-use project in Virginia Beach’s Dam Neck area. Currently in its planning stages, “The Farm” is envisioned as a 78-acre project with apartments, office and retail centered around holistic living.

Looking back at a career that started with selling crabs and slinging newspapers, Thompson says he’s driven to create a better future for Hampton Roads.

“We live within a seven-and-a-half-hours drive of two-thirds of the population of the United States,” he says. “I wanted to make this a better destination, instead of being a sleepy little beach.” 

 


VIRGINIA BUSINESS PERSON OF THE YEAR PAST HONOREES

2020
Phebe Novakovic
Chairman and CEO
General Dynamics Corp., Reston

2019
Stephen Moret
President and CEO
Virginia Economic Development Partnership, Richmond

2018
John R. Lawson II
Executive chairman
W.M. Jordan Co., Newport News

2017
Nancy Agee
President and CEO
Carilion Clinic, Roanoke

2016
John F. Reinhart
CEO and executive director
Port of Virginia, Norfolk

2015
Knox Singleton
CEO
Inova Health System, Fairfax

2014
Christopher J. Nassetta President and CEO
Hilton Worldwide, McLean

2013
Tonya Mallory
CEO
Health Diagnostic Laboratory, Richmond

2012
Philip A. Shucet
President
The Philip A. Shucet Co., Norfolk

2011
Michael J. Quillen
Chairman
Alpha Natural Resources Inc., Bristol

2010
Gerald L. Gordon
President and CEO
Fairfax County Economic Development Authority, Tysons

2009
Shawn Boyer
Founder and CEO
SnagAJob.com, Richmond

2008
Nicholas Chabraja
Chairman and CEO
General Dynamics, Falls Church