North Carolina Restaurant & Lodging Association

What North Carolina Restaurant & Lodging Association does

The North Carolina Restaurant & Lodging Association (NCRLA) is a 501(c)-style nonprofit trade association founded in 1947 and headquartered at 222 North Person Street, Suite 210, Raleigh, NC. It represents more than 25,000 member businesses across North Carolina's restaurant, lodging, tavern, and allied supplier sectors — an industry that employs roughly 9% of the state's workforce (~459,925 jobs) and generates more than $36.7 billion in annual sales. NCRLA's core function is legislative and regulatory advocacy at the state and federal level, delivered through a dedicated government affairs team and a contract lobbyist (Frank Gray of Jordan Price), complemented by training, certification, workforce development, and networking programs. It is not a technology company; its "platform" is an association member portal (portal.ncrla.org) that delivers legislative bill tracking, the Guide to NC Hospitality Law, weekly newsletters, and member directory access.

NCRLA monetizes through a tiered annual membership model: restaurant/bar/tavern dues scale from $385 to $6,655+ based on annual F&B sales; hotel/lodging dues are flat $325 for properties under 51 rooms and $6.30–$9.75 per room above that, with up to 30% multi-property discounts; allied/supplier membership ranges from $550 (Basic) to $2,850 (Benefactor). A second revenue stream is a five-tier corporate partnership program (Diamond, Titanium, Platinum, Gold, Silver) featuring 18+ named partners including US Foods, Ecolab, Sysco, Duke Energy, Victra, DoorDash, Toast, Pepsi Bottling Ventures, and Global Payments. Supplemental revenue comes from event registrations (ServSafe certification at $149–$199, Chef Showdown, Stars of the Industry Awards, Hospitality Summit Series), and pass-through public funding such as the $5 million American Rescue Plan grant underwriting the Serving Careers workforce campaign.

The association operates with approximately 11–12 staff led by President & CEO Allen M. Thomas, plus a Strategic Advisor (Lynn D. Minges), four VPs covering communications, government affairs, and finance/operations, and directors for membership and the NCRLA Foundation. The NCRLA Foundation is the wholly-owned philanthropic subsidiary administering scholarships (over $43,000 awarded in 2026), the ProStart high school culinary program (222,000+ students nationally), the Registered Apprenticeship Program with ApprenticeshipNC, and the NC Hospitality Workers Relief Fund ($1.9M+ distributed across 460 grants, including Hurricane Helene relief). NCRLA holds core strategic affiliations with the National Restaurant Association and American Hotel & Lodging Association for federal-level representation, giving members dual-tier (state + federal) coverage.

Name

North Carolina Restaurant & Lodging Association

Legal name

North Carolina Restaurant & Lodging Association

Website

https://ncrla.org

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1–10 employees

Short description

The North Carolina Restaurant & Lodging Association is a nonprofit trade association founded in 1947 that represents 25,000+ restaurant, lodging, and supplier businesses across North Carolina, delivering legislative advocacy, regulatory guidance, workforce development, training certifications, and networking events to the state's hospitality industry.

Ownership category

akta.pro rank

Product category

Hospitality Trade Association Services

NAICS

Professional and Management Development Training (611430), Apprenticeship Training (611513)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Construction, Engineering & Skilled Trades Licensure Prep (EDAAANAL)

akta.pro secondary industry

Construction & Trades Licensure (Contractor, Electrician, Plumber, HVAC CE) (EDAAALAH)

Keywords

• Hospitality trade association
• Restaurant industry advocacy
• Lodging industry association
• ServSafe certification training
• Hospitality workforce development

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership Dues: Primary revenue stream from annual membership dues paid by restaurants, hotels, lodging establishments, taverns, and allied/supplier members. Dues are calculated based on annual food and beverage sales for restaurants, number of rooms for hotels, or tiered annual fees for allied members.
2. Corporate Partnerships & Sponsorships: Corporate partner program with tiered Diamond, Titanium, Platinum, Gold, and Silver levels providing advertising, sponsorship, and branding opportunities at events and in communications.
3. Event Revenue: Revenue from event registrations for conferences, summits, certification courses, and competitions including ServSafe training courses, hospitality summits, and culinary events.
4. Foundation Donations: Tax-deductible donations to the NCRLA Foundation supporting scholarships, ProStart program, and hospitality worker relief efforts.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

NCRLA is a nonprofit trade association providing legislative and regulatory advocacy, training and certification programs (ServSafe, apprenticeship, human trafficking prevention), workforce development (ProStart), scholarships and relief funds, networking events, industry research, and exclusive member benefits including partner discounts for restaurants, hotels, and lodging establishments across North Carolina.

Product overview

NCRLA is a professional trade association serving the North Carolina hospitality industry, not a technology product company. The organization provides advocacy representation, training and certification programs (including ServSafe courses), workforce development initiatives (ProStart program, Registered Apprenticeship Program), educational scholarships, emergency financial assistance (NC Hospitality Workers Relief Fund), networking events, economic research, and a members-only portal. The association organizes major industry events including the Hospitality AI Summit, Chef Showdown, Stars of the Industry Awards, and the Hospitality Summit Series. NCRLA represents over 25,000 member businesses that employ 9% of the state's workforce and generate over $36.7 billion in annual sales.

Differentiator

Problem solved

Functional benefit

Brands

• NCRLA Foundation: The philanthropic arm of NCRLA that provides scholarships, educational support, training to aspiring hospitality professionals, and financial assistance to hospitality workers facing hardships.
• Serving Careers
• ProStart

Products and services

• ServSafe Certification Courses Food safety certification program offering courses for managers, food handlers, alcohol service, allergens, and workplace harassment. NCRLA members receive a 20% discount on ServSafe trainings and certifications. Class options range from $149-$199 depending on materials included.
• ProStart Program Industry-backed culinary arts and restaurant management curriculum for high school students, reaching 222,000+ students in 2,200 schools nationally. Includes classroom instruction, work experience, and mentorship components.
• Registered Apprenticeship Program Certified apprenticeship program in partnership with the National Restaurant Association Educational Foundation and ApprenticeshipNC, offering pathways for Certified Line Cook, Certified Assistant Kitchen Manager, Certified Kitchen Manager, Certified Assistant Restaurant Manager, and Certified Restaurant Manager.
• NC Hospitality Workers Relief Fund Relief fund administered by the NCRLA Foundation to provide financial assistance to hospitality workers facing extraordinary hardship, including those affected by Hurricane Helene in Western North Carolina.
• Human Trafficking Prevention Training North Carolina law-compliant human trafficking awareness training for lodging employees, with resources provided through the North Carolina Department of Labor, including training logs and reporting procedures.
• Hospitality AI Summit Annual full-day summit bringing together industry experts and hospitality leaders to explore AI technology applications in the hospitality sector, held at the McKimmon Center at NC State University.
• Chef Showdown North Carolina's premier culinary competition event celebrating culinary excellence across the state's hospitality industry, featuring professional chefs competing in various categories.
• Stars of the Industry Awards Annual awards gala recognizing outstanding hospitality professionals across multiple categories including Restaurateurs of the Year, Lodging Operators of the Year, Hospitality Champions, and frontline employee awards.
• NCRLA Foundation The philanthropic foundation of NCRLA focused on enhancing the hospitality industry's service to the community through scholarships, educational support, training, grants, and financial assistance to hospitality workers and their families facing hardships.
• Hospitality Summit Series Statewide regionally hosted meeting platform bringing restaurant and lodging leaders together for timely dialogue, policy insight, and industry connection, with summits held in locations including Outer Banks, Greensboro, Charlotte, Asheville, and Raleigh.

Quantifiable outcome

• 80% apprentice retention rate nationally
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core, flagship and supporting.

• National Restaurant AssociationcoreStrategic or Co-development PartnerNational partnership providing federal representation, ServSafe certification program, industry research, educational resources, and national advocacy coordination. Restaurant membership includes National Restaurant Association membership benefits.
• American Hotel & Lodging Association (AHLA)coreStrategic or Co-development PartnerFederal advocacy partnership providing representation on hotel and lodging industry issues at the national level alongside NCRLA's state-level work.
• US FoodsflagshipGTM or Marketing PartnerDiamond-level corporate partner providing foodservice distribution, marketing sponsorship at events, and support for ProStart program and culinary competitions.
• EcolabflagshipGTM or Marketing PartnerDiamond-level corporate partner providing cleaning and sanitation products and services to foodservice and hospitality members, with event sponsorship.
• SyscoflagshipGTM or Marketing PartnerDiamond-level corporate partner providing food product distribution, marketing support, and event sponsorship for NCRLA programs.
• VictraflagshipGTM or Marketing PartnerDiamond-level corporate partner providing communications and technology solutions to NCRLA members. Sponsors Rally in Raleigh advocacy event.
• GTBNC AG (Got to Be NC)flagshipGTM or Marketing PartnerDiamond-level corporate partner connecting chefs and restaurants to local North Carolina products to strengthen the state's food and agriculture businesses.
• Duke EnergycoreGTM or Marketing PartnerPlatinum-level corporate partner providing energy solutions for hospitality businesses with member discounts and program sponsorship.
• Global PaymentscoreGTM or Marketing PartnerTitanium-level corporate partner providing credit card processing services to hospitality members with preferred pricing.
• United HealthcarecoreGTM or Marketing PartnerTitanium-level corporate partner providing health insurance plans tailored for hospitality businesses with member access through Health & Wellness Center.
• Pepsi Bottling VenturescoreGTM or Marketing PartnerTitanium-level corporate partner providing beverage products and services to hospitality members with event sponsorship.
• Marsh McLennan AgencycoreGTM or Marketing PartnerGold-level corporate partner providing business insurance, employee benefits, retirement, and private client solutions to hospitality members.
• Performance FoodservicecoreGTM or Marketing PartnerGold-level corporate partner providing foodservice distribution to restaurants and resorts with innovative services and tools.
• DoorDashsupportingGTM or Marketing PartnerSilver-level corporate partner providing delivery and operations technology solutions for restaurant members.
• ToastsupportingGTM or Marketing PartnerSilver-level corporate partner providing cloud-based restaurant management platform with POS, online ordering, payroll, and team management.
• BMI (Broadcast Music Inc.)coreGTM or Marketing PartnerPlatinum-level partner providing music licensing for bars, restaurants, and breweries with up to 20% member savings.
• RestaurantOwner.comcoreGTM or Marketing PartnerPlatinum-level partner providing restaurant business insights, tools, and training with member savings.
• ApprenticeshipNCcoreStrategic or Co-development PartnerState agency partnership for certified apprenticeship program providing earn-while-you-learn training for restaurant and hotel employees, approved by U.S. Department of Labor.
• NC Department of CommercecoreOthersPartnership providing employment data, economic statistics, and workforce development support for NC hospitality industry.
• NC Department of RevenuesupportingOthersData partnership providing monthly taxable sales and use tax statistics for NC hospitality industry analysis.
• Smith Travel Research (STR)supportingOthersData partnership providing lodging economic benchmarking, analytics, and marketplace insights including occupancy rate, ADR, and RevPAR data for NC hotels.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xx.com/NCRLA
• Facebookfacebook.com/NCRLA
• LinkedInlinkedin.com/company/ncrla
• Instagraminstagram.com/ncrla

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about North Carolina Restaurant & Lodging Association