In this episode of Capital Rivers Connect: California Edition, Capital Rivers CEO Greg Aguirre sits down with Alyce Brown, founder of Backing Small Consulting. With nearly two decades of experience in hospitality, tourism, and economic development, Alyce brings a refreshingly human and future-focused lens to the challenges communities face today.
From building tourism economies in Central America to leading an EDA-designated district in Washington State and helping launch the largest offshore wind farm in the U.S., Alyce has done it all. Her superpower? Blending big-picture vision with grassroots connection.
Hospitality to Economic Development: The People-First Approach
Alyce’s roots in hospitality shape how she views economic development today—not as bureaucracy, but as a service experience.
“People want to be heard. They don’t want to be talked to; they want to be talked with.”
That mindset has helped her cut through red tape, build trust in rural communities, and guide projects that might have stalled under more traditional leadership. She’s a firm believer that listening and responsiveness—hallmarks of great customer service—belong at the heart of local government and development work.
The 3 Ps: People, Places, Projects
Alyce’s framework for sustainable growth centers on what she calls the “3 Ps”:
- People: Happy residents create a solid foundation.
- Places: Healthy, thriving communities retain talent and investment.
- Projects: Successful developments grow naturally from the first two.
“If your people are happy, they’ll support the places they live. If the places are thriving, your projects will be successful.”
Her approach emphasizes proactive, long-term thinking rather than short-term political wins.
Skill Banks & Micro-Credentialing: The Next Frontier
One of Alyce’s big focus areas is micro-credentialing—short, targeted training programs that help people quickly gain employable skills. She’s also helping communities build skill banks, where local talent can be matched to emerging economic needs.
“We have people on unemployment. We have people with incredible skills who’ve been laid off. How do we get them back to work in ways that benefit our communities?”
This approach is especially valuable in areas struggling to staff local businesses or attract new employers due to perceived labor shortages.
Beyond the Big Box
Rather than chasing big-box retail or relying on outside developers, Alyce encourages cities to support the entrepreneurs already in their communities.
“Stop asking how to attract national brands, and start asking who in your town is ready to open a shop. How do you make it easy for them?”
By focusing on accessibility, clear permitting, and realistic expectations, cities can organically revitalize corridors and boost local economies from the inside out.
A Consultant Who Gets It
Whether she’s helping with downtown revitalization, workforce strategy, or community engagement, Alyce is passionate about meeting communities where they are and challenging outdated systems.
“You don’t need someone who knows your town inside out. You need someone who can see it with fresh eyes—and isn’t afraid to challenge the status quo.”
Listen to the full episode of Capital Rivers Connect to hear how Alyce Brown is helping communities pivot, grow, and build economic strategies that actually work.
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