Bon Secours Virginia Health System's partnership agreement with the Washington Redskins offers strong prospects for big gains in medical services for central Virginia, primarily in underserved areas of Richmond, the system's leaders said.
Members of the Washington Redskins take the field at the Bon Secours Washington Redskins Training Center on opening day, July 25. Bon Secours Virginia Health System plans to leverage its sponsorship agreement with the Redskins and the athletic facility to reach medically underserved populations. (Photo: Doug Buerlein)
The health system sponsors the football team's new $10 million summer training camp in Richmond, which opened this summer. The multipronged deal which spawned the camp involves the state and city government. It allows Bon Secours to offer more programs in health and wellness, sports medicine, childhood obesity and other medical services, and to expand two of its hospitals in Virginia's capital city.
"This agreement will allow Bon Secours to significantly expand upon our effort to build healthier communities across Richmond," said Peter J. Bernard, executive vice president for business development for Bon Secours Health System and chief executive of Bon Secours Virginia Health System. "We take great pride in what we've accomplished with the city and the Washington Redskins, and the impact it will have, both economically and from a health perspective."
Bernard took part in the opening ceremony on July 8 with Richmond Mayor Dwight Jones, Virginia Gov. Bob McDonnell, former Redskins quarterback Joe Theismann and other dignitaries. Jones thanked Bon Secours "for joining us in this partnership that will generate millions of dollars to the city's economy."
The team's summer training began July 25 and extends through Aug. 16.
The facility is called the Bon Secours Washington Redskins Training Center. The state-owned, 15-acre site west of downtown Richmond includes two football fields, spectator areas, a training center, a sports-medicine clinic and space for Bon Secours programs in childhood obesity and men's health.
The training camp replaces one the Redskins have used since 2003 near Washington Dulles International Airport, in Sterling, Va.
The team gave the city of Richmond an eight-year commitment. Bon Secours will cover $6.3 million of the cost in lease and sponsorship payments over that time. Bon Secours got the naming rights for the facility as well as lease space for its health programs year-round.
"Being associated with the Redskins and their commitment to health and wellness is a great benefit to our health system and to the city of Richmond," said Charlotte Perkins, performance management officer for Bon Secours. "It ties in directly with our sports-medicine programs for people of all ages including local athletes. Kids love RG III (Redskins quarterback Robert Griffin), and that will help as we promote our health education and antiobesity programs for children.
"The training camp also is a big draw for men who, too often, aren't looking after their own health needs. So we will have programs aimed directly at their needs as well," Perkins said.
Perkins said the training camp center will serve women, too, especially in the sports-medicine clinics.
Jones said the partnership will promote economic development and improve health care in the Richmond area.
The partnership agreement allows for two Redskins players to partner with Bon Secours in promoting the health system's local health and wellness initiatives. As Catholic Health World went to press, the initial pair of players had not been named.
The pro-football presence is the headline-grabbing part of the deal, but Bon Secours also is expanding with long-sought improvements at two locations. Jones and the Richmond City Council approved making land available for both projects. Thus, Bon Secours' support for the training facility paves the way for:
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Building an $8.5 million wellness center next to Richmond Community Hospital, in the city's lower-income East End, on a street the city is closing for the project. The facility will house medical offices, including a wellness center, diabetes education and treatment center as well as doctors' offices.
- Renovating a former city school building near St. Mary's Hospital, west of the training camp, for a medical office building. The project will cost about $24 million, including lease payments to the city schools. Bon Secours will upgrade and maintain an athletic field on the four-acre site.
Perkins said the mayor had announced the plan to attract the Redskins before he approached Bon Secours about joining the effort. "It became an economic package that would allow us to provide the Greater Richmond community with needed medical services," she said.
But she said the deal is more than an opportunity to splash a popular sports trademark on a medical building. Perkins said the Redskins have enthusiastically promised to promote the health programs for children, young athletes and men.
"Why would a Catholic hospital system tie into the NFL, you might ask," Perkins said. "We have a lot in common with the Washington Redskins when it comes to values and mission. We are two organizations that make promoting health, particularly pertaining to children, men and the military, a priority. This has been an outstanding journey."
The annual Redskins training camp is expected to bring $8.5 million in economic activity to Richmond, according to the Redskins. The training camp and hospital expansions will create about 210 new jobs with an annual payroll of almost $20 million.
"This is an effort that will benefit our entire community," Perkins said.
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