About 130 go to conference examining how imagination and problem-solving mesh

BY BOB RAYNER
TIMES-DISPATCH STAFF WRITER
November 12, 2005

Behind the narrow frames of his eyeglasses, Andy Stefanovich stood wide-eyed.

"This is an amazing crowd for 9:30 on a Friday morning in Richmond, Virginia," said Stefanovich, founder of Play, the local creative consulting firm.

He was surrounded by about 130 people -- standing-room only -- on the third floor of an old warehouse in Shockoe Bottom.

Innovation has found its audience in Richmond.

"What's the Big Idea?" explored the business link between creativity and problem-solving during an all-day conference.

Under a brilliant blue sky, folks sporting white name tags wandered among seven spots in the Bottom, popping in on sessions that examined everything from hiring creative workers to professional writing tips.

The event was anchored at the Creative Change Center, better known as C3, in the former warehouse on East Cary Street.

"Richmond can be a not-always-so-positive town," Stefanovich said. "We're here to change that."

In the opening session, Rick Boyko, director of the VCU Adcenter, warned about the dangers of allowing analysis to overwhelm instinct.

"To really create something different and distinct means taking risks and trusting your gut."

The mood of the conference was relentlessly upbeat.

"Every once in a while you need some rejuvenation," said Robin Harrison Campbell, president of expatriate operations for Strategia International Inc. Her company helps businesses pick and prepare employees for overseas assignments.

"You can get stuck in the comfortable. When you decide you can't take risks anymore, that's when you fail," she said after listening to the opening session.

Leo Caldas owns Trim, a graphic-design business here that offers services in Spanish and English.

He senses opportunity in Richmond's small but expanding Hispanic population -- opportunity for his business and the whole community.

"Richmond is growing, but it's still not all the way there yet," Caldas said. "I want to bring the bilingual aspect to the forefront. Diversity is definitely a strength."

He went to the conference because he saw it as a chance to bounce ideas off other creative pros.

In an afternoon session on entrepreneurship at Bottom Billiards & Grill, the pool tables were quiet. But not the conversation, which veered from tax issues to venture capital to intellectual-property protection.

Michele Stuchell, executive director of C3, said the turnout exceeded her expectations.

"People want to talk about creativity. They want help," she said. "It speaks to the hunger and how much promise we have as a region."

C3, a nonprofit group, sponsored the conference, along with Play, Palari Publishing and the Greater Richmond Partnership.

Lots of business cards and brochures changed hands as engineers mingled with writers, Web designers with interior designers. Small-business owners were everywhere.

Nearly seven hours after the opening comments, nearly 90 people settled in for a final presentation.

Stefanovich, back in front, urged the crowd to spread the word.

"We all believe in this stuff, so now be the catalyst by talking about it in a very passionate way."