Close Up: Debra Keefer
Deb Keefer, Mon Valley Regional Chamber of Commerce chamber director, and administrative assistant Kristine Hall are ready for this year’s Hoodie Hoo Day in Charleroi on Feb. 20.
Debra Keefer, executive director of the Charleroi-based Mon Valley Regional Chamber of Commerce, celebrates her 20th year as the leader of the civic business organization in April.
Of all the promotions and events Keefer has implemented or overseen during those two decades, the one that has generated the most enthusiasm arguably has been Hoodie Hoo Day, a winter celebration that represents a break from the monotony of winter and draws people to downtown Charleroi to chase away winter – and, as importantly, to shop and dine at local businesses.
That’s just fine with Keefer.
“All I did was bring Hoodie Hoo Day to the attention of the Mon Valley,” Keefer says, laughing as she recalls hearing about the holiday on Feb. 20 four years ago while watching a weather report. “I thought it was so cute.”
During a board meeting that morning, Keefer suggested board members venture outside at noon, throw up their arms and shout “Hoodie Hoo!” three times, as per Hoodie Hoo tradition.
They did, and Hoodie Hoo Day was born.
“You just have to lighten up and have fun once in a while. In all of my community development training, we’re always taught that a signature event that nobody else does is good for the community. I just kept thinking of Punxsutawney Phil and all the enthusiasm Groundog Day generates, and it’s a massive gathering of people for nothing more than a groundhog. So why not something like this?”
Keefer, a graduate of Belle Vernon Area High School and Robert Morris University – as well as a lifelong Mon Valley resident – started her career with administrative jobs for Mon Valley manufacturing and construction companies and a civil engineering firm before she took the helm at the chamber of commerce.
It hasn’t been easy – Keefer notes the drastic decline in businesses in Charleroi, including the closing of Montgomery Ward in the early 2000s – but it has been rewarding.
“It was economics. It was very frustrating to watch that happen,” Keefer says. “But I think one of the most rewarding things has been to see the pride this community has. They never say, ‘We’re defeated, we’re done.’ The people in this town are wonderful. They have just such an affinity for their community, and that’s been a lot of my motivation, because they’re just good people.”
During her tenure, the chamber has worked to promote the independently owned small retail and service businesses and restaurants, as well as the Mon Valley’s larger companies, and to improve networking opportunities for members.
Keefer pointed to the facade improvement program, funded with Local Share Account money, competitive rent for storefronts, free training and counseling provided by the Small Business Association as enticements for businesses to move to Charleroi.
“I think we have our small little victories along the way, such as when someone decides to locate a business here,” Keefer says. “We treat every one of those occurrences like a big deal – because it is.”
Keefer is passionate about the Mon Valley, but she also has another cause that is meaningful: organ donation.
Keefer’s husband, Robert Keefer, died in November 2015 after spending a lifetime battling disease.
He underwent three kidney transplants and an open heart surgery.
Despite Bob’s health issues, the couple, who were high school sweethearts and were married for 42 years, enjoyed the outdoors, spending much of their time at a cabin near the Clarion River, where they kayaked and hiked.
Keefer is completing a communications degree at California University of Pennsylvania under the college’s 60+ College Advantage program, she said, to improve her communication skills to write a book and speak about their experiences.
“There are so many myths and misunderstandings about organ donation, and that bothers me. Organ donation saves lives,” Keefer says.
She’s also is working to make the Charleroi and Mon Valley business community greener.
She says one of her goals is to organize a Green Day to celebrate all things green and good for the environment.
“People think I’m a real pain. I like to recycle, and it can sometimes make me crazy,” she laughs. “I’ll go somewhere and I’ll get a grocery bag and take cans and bottles home with me to recycle.”