Commercial appeal

When Virginia Credit Union decided to produce television commercials featuring its members, among the stars who rose to the top in tryouts was Henrico resident Ronald Lanier.

Although he has long been active in the music ministry at Cedar Street Baptist Church, Lanier tends toward the sidelines and considers himself somewhat shy.

As director of the Virginia Department of the Deaf and Hard of Hearing (VDDHH), he keeps a low profile as well, helping to coordinate statewide services for the hearing-impaired.

But when the call went out from VACU for members to strut their stuff at an audition, Lanier couldn’t pass it up. “I fit the criteria, and the rehearsals fit my own schedule,” he recalls.

What’s more, Lanier just plain loves to sing.

“Singing has been a part of me,” he says, “from way back.”

Lanier (pictured) showed up at the studio audition fully prepared to sing the National Anthem – a number he is comfortable with after opening a baseball game at The Diamond. But he expected only to sing, having read that dancing was an optional part of tryouts.

After hearing him sing a few lines, however, the judges asked him to dance.

“That I was not prepared for,” he says. “So I put on an embarrassing display of the Electric Slide!”

Henrico residents featured
More than 80 VACU members tried out for the commercial, according to Glenn Birch, director of public and media relations at VACU. The tryouts were held “American-Idol-style,” with local celebrities as judges. “Everyone had fun,” Birch says, “even the people who didn’t make it [into the commercial].”

One dozen members participated in the first commercial that began airing in March, and another dozen (including Lanier) starred in the second commercial that launched this month.

Among other participants with Henrico connections are Stacy Barnett, who teaches English at Highland Springs H.S., and Robbie Cunningham, an Eastern Henrico resident and self-employed jazz musician; both joined Lanier in the second commercial. Justin Morris of Glen Allen, a long-time member of the gospel group The Soulsters, was in the first commercial.

Now that the 30-second spot has been seen locally, Lanier says he is constantly recognized and asked for his autograph.

While the fame and the positive feedback have been rewarding, Lanier says the highlight of the experience was a conversation he had with VACU Vice President of Marketing Deb Wreden, about the importance of providing closed captioning for the commercial.

“She was quick to assure me that it would be done,” says Lanier, “as they had not even thought of it before.” 

Captions for the grandkids
A native of Roanoke, Lanier was hit by a car as a child, and doctors discovered soon afterwards that he had suffered a hearing loss.

Between the hearing impairment and his shyness, it took some time for Lanier’s musical talents to come to light.

But, he says now, he always felt that he had something to offer vocally. In his senior year of high school he finally “took the big step” and joined the choir; before long, he was singing the occasional solo.

After moving to Richmond to attend Virginia Commonwealth University, he became a Henrico resident in the late 1970s, and has been a VACU member for 25 years.

Birch says that upon meeting Lanier, he was impressed not only by his efforts to advocate for closed captioning, but also by his commitment to “helping those with hearing difficulties navigate a culture that assumes everyone can hear.”

What’s more, says Birch, Lanier’s commitment to this goal extends beyond his professional interests to a family and personal level. Lanier and his wife adopted a deaf child, now 31; and their son has two children of his own, who are also deaf.

Lanier points out that lobbying for closed captioning does not just benefit those who are deaf and hard of hearing; it also makes sense from the advertiser standpoint.

“Seriously,” he says, “when television programs and commercials are captioned, you invite even more customers into the mix.”

But Lanier readily admits that captioning the VACU commercial benefits him personally as well, by allowing hearing-impaired family members to better appreciate the ad.

“I especially wanted my two grandkids,” he says, “to know what their grandfather is singing and dancing about!”

To view the VACU commercials, visit http://youtube.com/watch?v=sxv9WSKRCUY and http://youtube.com/VACreditUnion; or visit the Virginia Credit Union page on Facebook for photos and clips from the ads.
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Crime Stoppers’ Crime of the Week: Sept. 18, 2017


Crime Stoppers is seeking information about a shooting in Richmond that resulted in an injured child and the murder of an adult.

At approximately 10:21 p.m., Sept. 9, Richmond Police were called to the 3200 block of 5th Avenue for a report of a person shot. They quickly located two victims suffering from gunshot wounds, a 57-year-old male and a 9-year-old female. > Read more.

Business in brief


Commonwealth Senior Living at the West End, located at 2400 Gaskins Rd., will hold their grand opening on Oct. 3 from 4:30 p.m. to 6:30 p.m. The community recently underwent a multi-million-dollar renovation which included the addition of a new memory care neighborhood, new resident suites, an expanded dining room, and brand-new courtyards and additional outdoor spaces. Commonwealth Senior Living associates will be on site to provide tours of the newly renovated community. > Read more.

Wegmans to sponsor Turkey Trot 10K


Wegmans Food Markets Inc. will become title sponsor of the Richmond Road Runners Club’s annual Turkey Trot 10K, a Thanksgiving Day tradition for many Richmond area runners.

Wegmans and RRRC have signed a three-year agreement whereby the race, beginning in November 2017, will be known as the Wegmans Turkey Trot 10K. RRRC will continue to manage race operations. > Read more.

Publix to open at Virginia Center Marketplace Oct. 11


Publix will open its next Henrico location at 10150 Brook Road in the Virginia Center Marketplace shopping center in Glen Allen Oct. 11 at 7 a.m. The store will host a grand opening ceremony at that time.

The location will be the Florida chain's fifth in Henrico, joining those already open at Nuckols Place and The Shoppes at Crossridge in Glen Allen, The Shops at White Oak Village in Eastern Henrico and John Rolfe Commons in the Far West End. > Read more.

Statewide tax amnesty period underway


Delinquent individual and business taxpayers in Virginia can pay back taxes with no penalties and half the interest from now through Nov. 14, as part of the 2017 Virginia Tax Amnesty Program, which began Sept. 13.

Approved by the 2017 General Assembly, the program assumes collection of $89.5 million for the general fund to support education, health, and public safety, as well as to provide a cash reserve. > Read more.

Henrico Business Bulletin Board

September 2017
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