Pioneering Sustainable Tourism and Development in Armenia!
In a world grappling with rapid urbanization and environmental concerns, one country faces a unique challenge: how to preserve its rich cultural heritage while embracing economic growth. Armenia, a land of ancient monasteries and breathtaking landscapes, stands at this critical crossroads. Meet Varazdat Nersisyan, the visionary CEO of Green Rock Management Group, who is not just redefining the path forward, but also inspiring us with his unique ability to balance economic growth and cultural preservation.
Varazdat Nersisyan’s journey began on the bustling streets of Yerevan, where he first saw the untapped potential of his homeland. With his unique blend of territorial development and economics expertise, he saw Armenia not as it was, but as it could be an alarm for sustainable tourism and development.
Under Varazdat’s leadership, Green Rock Management Group has emerged as a transformative force in Armenia’s development. Their mission, far from being profit-centric, is to create inclusive spaces that nurture community engagement and economic prosperity. Their ambitious projects are not just reshaping regional infrastructure but also elevating community well-being, all while maintaining a delicate balance with the environment.
Varazdat’s approach is viewing each project as an opportunity to intertwine economic progress, social responsibility, and environmental stewardship. This strategy has not just positioned Green Rock Management Group at the forefront of sustainable development, but also reassured the communities it serves that their well-being is at the heart of the company’s mission.
The CEO’s vision extends to the workplace, where he champions diversity and cultivates an atmosphere ripe for innovation. By harnessing the power of varied perspectives, Nersisyan is driving his company—and, by extension, Armenia—toward a future that honors its past while acknowledging progress.
As Armenia faces the challenge of modernization, Varazdat, and Green Rock Management Group offer a compelling solution: a model of development that doesn’t just preserve culture but elevates it, creating spaces where both locals and tourists can experience the best of Armenia’s past, present, and future.
Let’s know more about his journey:
Pioneering Sustainable Development
Varazdat is the Chief Executive Officer of Green Rock Management Group, a role that he embraces with both responsibility and passion. His extensive professional background spans territorial development, economics, and tourism, equipping him with the expertise necessary to oversee large-scale projects aimed at nurturing regional growth.
His commitment to Armenia’s potential as a tourist destination drives his motivation in this sector. He recognizes the country’s rich cultural heritage and stunning natural landscapes, believing that while progress has been made, there remains significant room for development. Under his leadership, Green Rock Management Group is dedicated to implementing innovative projects that align with Armenia’s development goals.
He emphasizes the importance of collaboration, as he leads a team of skilled professionals, both local and international, who share his vision. Together, they aim to enhance Armenia’s appeal to global tourists while contributing to sustainable economic growth. His vision is clear: to see Armenia thrive and reach its full potential, transforming it into a captivating destination for visitors from around the world.
Green Rock Management Group
Green Rock Management Group stands as an international enterprise committed to executing large-scale business and social projects that foster regional development. Founded with a vision to create inclusive spaces that serve as vibrant centers of attraction, the company is dedicated to transforming perceptions of regional infrastructure.
The establishment of Green Rock was motivated by a strong commitment to social responsibility, with a focus on contributing to economic growth, social well-being, and environmental sustainability, particularly within Armenia. The choice of Armenia as a focal point arises from its rich cultural heritage, welcoming nature, and stunning landscapes, which the company aims to promote as an appealing destination for both living and tourism.
Among its flagship initiatives is a 43,000 square meter multifunctional complex in Dilijan, designed to seamlessly blend cultural enrichment with entertainment. This ambitious project will include a 180-room hotel, a shopping center, a cinema, a spa, and an observation deck accessible via a glass elevator. In addition, Green Rock is revitalizing the historic Khanjyan Villa and its surroundings to establish a unique entertainment hub.
The team at Green Rock is currently exploring the potential for developing Khanjyan Villa, originally built in 1936 for Aghasi Khanjian, in collaboration with a group of experts. Concurrently, they are renovating the adjacent brick house into an entertainment center. These initiatives are aimed at showcasing Armenia’s potential while also engaging in social projects with the Dilijan municipality to enhance the city’s image.
Through these endeavors, the company aims to elevate the image of Dilijan and highlight Armenia’s potential for growth and attractiveness. Green Rock Management Group, founded in 2023, is an international company dedicated to large-scale business and social projects that foster development.
Commitment to Sustainability and Environmental Responsibility
At Green Rock Management Group, sustainability is integral to the company’s mission and operations. Varazdat prioritizes environmental responsibility through various initiatives designed to promote sustainable practices in all projects.
One of his flagship endeavors is a 43,000 m² multifunctional complex in Dilijan, which exemplifies his commitment to sustainable building methods. This project is designed by his international team adhering to world-class standards, even if it incurs higher costs. Notably, a team member holds EDGE certification, a global benchmark for green buildings, allowing Green Rock to incorporate advanced sustainable practices in Armenia.
To further its sustainability goals, he collaborates with the Sustainable Hospitality Alliance and other international entities, striving for Net Positive Hospitality standards. Addressing transport emissions, the company is launching the “GreenCabs” service in Dilijan, featuring eco-friendly Toyota Hybrid vehicles to enhance urban transportation.
Recognizing the importance of sustainability education, he is dedicated to hiring and training employees who understand these principles. Although sourcing suppliers aligned with his sustainability objectives poses challenges, the company remains committed to maintaining high standards throughout its supply chain, ensuring a comprehensive approach to environmental responsibility.
Championing Social Responsibility and Community Engagement
Green Rock Management Group has undertaken several initiatives to promote social responsibility and community engagement in Armenia. In December 2023, the company opened Dilijan’s only sports school after a comprehensive renovation, equipping it with state-of-the-art facilities.
His initiative aims to cultivate a culture of sports and healthy living, allowing around 500 children in the city to actively participate in various sports. Additionally, the company launched the “Green Cab” service, providing eco-friendly transportation options to enhance urban mobility.
Collaborating with the Dilijan municipality, Green Rock improved the conditions for local corn sellers by replacing outdated stalls with 25 branded wooden kiosks, creating a more appealing environment for both locals and visitors.
In Yerevan, the company is working on the “O4 Green Urban Hub” project, which focuses on renovating the fourth section of the Circular Park. This initiative emphasizes community involvement through gatherings and surveys to better understand residents’ needs and preferences.
By adopting a participatory approach, Green Rock aims to create urban developments that resonate with the community, cultivating a sense of ownership and pride among residents while enhancing the overall quality of life in the region.
Balancing Stakeholder Needs
Varazdat emphasizes a strategic approach to balancing the diverse needs of employees, customers, and investors in the company’s decision-making process. He advocates for a holistic perspective that considers the interests of all stakeholders.
To engage employees, he implements regular feedback sessions and open forums, ensuring their concerns are acknowledged and addressed. This fosters a supportive work environment, empowering the team to excel.
For customers, the focus is on delivering exceptional value through high-quality products and services. Continuous customer feedback and market research help the company adapt to evolving needs, ensuring that expectations are consistently met or exceeded.
When it comes to investors, he prioritizes transparency and communication, providing comprehensive updates on performance and strategic initiatives. This builds trust and demonstrates a commitment to sustainable growth.
The decision-making process at Green Rock integrates input from various departments, aligning with long-term goals. By maintaining open dialogue and considering diverse perspectives, Nersisyan ensures balanced value creation for all stakeholders, supporting the organization’s long-term success and sustainability.
The Future of Business
Environmental, Social, and Governance (ESG) practices are increasingly becoming essential in shaping the future of business.
Companies worldwide are adopting sustainable practices to address climate change and enhance their reputations. Social responsibility and strong governance are crucial for building consumer trust and ensuring ethical decision-making.
Investors are also prioritizing ESG factors, making these practices vital for attracting investment and ensuring regulatory compliance.
At Green Rock Management Group, he recognizes the importance of ESG practices and is committed to leading the way in this area. So, the company emphasizes environmental stewardship, social responsibility, and robust governance in all its operations.
A key initiative includes having employees pursue EDGE certification, which allows for internal audits that refine construction processes for greater efficiency and sustainability.
In addition to building practices, Green Rock is addressing transport emissions by introducing eco-friendly Toyota Hybrid vehicles for its “Green Cab” service in Dilijan. This initiative aims to reduce air pollution while enhancing transportation options for residents and visitors.
By integrating ESG principles into its core operations, he not only enhances its operational performance but also sets Green Rock Management Group as a benchmark for responsible business practices in Armenia and beyond, ensuring long-term success in an evolving business landscape.
Fostering Innovation and Creativity
At Green Rock Management Group, fostering a culture of innovation and creativity is a core value that permeates every aspect of the organization. CEO believes that cultivating an environment where talented individuals can thrive begins with the people they hire and how they support their growth.
To attract and nurture bright minds, he offers comprehensive training and development plans designed to enhance both technical skills and creative capabilities. The company is committed to creating a transparent and inclusive environment where everyone feels welcome to share their ideas, regardless of how unconventional they may be.
By fostering an inclusive environment, all employees are encouraged to share unconventional ideas. As a member of the UN Women’s Empowerment Principles program, the company promotes gender equality and diversity.
The establishment of a ‘Creative Board’ facilitates collaboration across departments, allowing for bold ideas to flourish. Embracing failure as a learning opportunity, he inspires continuous innovation.
Effective Communication and Collaboration
He believes that effective business leadership is anchored in robust communication and transparency. To encourage clear dialogue, the organization holds regular all-staff meetings to share updates and address employee concerns, promoting unity and shared purpose.
Additionally, one-on-one meetings and coaching sessions are encouraged, allowing for personalized feedback and the exchange of ideas, which enhances both personal and professional growth.
The company utilizes various communication platforms that facilitate real-time collaboration, ensuring all team members have access to necessary information. By emphasizing these strategies, he cultivates an environment where communication and collaboration are fundamental, driving the organization’s success and innovation.
Resolving Conflicts and Disagreements
At Green Rock Management Group, Varazdat emphasizes that disagreements are a natural part of a diverse workplace and growth opportunities. To manage conflicts effectively, the company focuses on active listening, constructive discussion, and evidence-based decision-making.
Disagreements are approached with professionalism and respect, focusing on the issues at hand rather than personal characteristics. His dedication to data and analytics underscores a commitment to evidence-based decision-making, ensuring that solutions are firmly rooted in information rather than emotions or personal biases.
He is proactive in observing potential issues and managing them before they escalate. Open communication channels encourage team members to voice concerns early, enabling prompt resolution. The organizational culture promotes mutual respect and understanding, which are key to amicably resolving disagreements.
By transforming conflicts into opportunities for innovation and improved teamwork, Green Rock Management Group fosters a positive and productive work environment. His commitment to data-driven decision-making, open communication, and mutual respect ensures that disagreements are resolved constructively, contributing to the overall success of the organization.
Leadership Lessons from Varazdat’s Journey
Varazdat has learned invaluable leadership lessons throughout his career. Actively listening to team members and stakeholders fosters collaboration and motivates employees. Leading by example with integrity, accountability, and commitment builds trust and inspires excellence.
Working across diverse countries and mentalities has taught him the importance of adaptability in navigating challenges and seizing growth opportunities. These lessons inform his leadership approach at Green Rock Management Group, where he empowers employees, promotes transparency, and drives innovation to achieve sustainable development goals.
Measuring Success
He emphasizes that the organization evaluates the success of its initiatives through a comprehensive analysis of economic, social, and environmental impacts. Economically, the organization assesses financial performance, job creation, and local economic growth.
Socially, metrics include community engagement and improvements in quality of life, exemplified by the renovated sports school in Dilijan that serves around 500 children. Environmentally, he tracks energy efficiency and resource consumption, aiming for certifications like EDGE.
For instance, their multifunctional complex in Dilijan aims to create 300 new jobs while their “GreenCabs” service utilizes eco-friendly hybrid cars to reduce air pollution. Specific goals and benchmarks guide each project, such as enhancing visitor experiences by replacing traditional corn seller kiosks with branded wooden kiosks.
His balanced approach allows Green Rock Management Group to ensure that its projects contribute positively to economic growth, social well-being, and environmental sustainability, enabling continuous strategy adjustments and improved impact over time.
Advice for Aspiring Corporate Leaders
Varazdat advises aspiring leaders starting their corporate management careers to focus on continuous learning, building strong relationships, and developing emotional intelligence. Taking initiative, adapting to changes, and upholding integrity are essential.
Effective communication, goal-setting, and seeking feedback are crucial for growth. Embracing resilience and viewing setbacks as learning opportunities lays a solid foundation for a successful corporate management career.
By embodying these principles, aspiring leaders can confidently and with integrity navigate the challenges and opportunities of the corporate world.
The Future of Corporate Governance and Leadership
Verazdat envisions a future where corporate governance and leadership prioritize sustainability and social responsibility. He believes that enhancing transparency, integrating ESG considerations, and fostering diverse leadership are crucial steps toward achieving these goals. Engaging stakeholders and adapting to global challenges will also be essential.
Effective communication skills and an understanding of psychology will empower leaders to convey the importance of sustainability initiatives and motivate their teams. By embedding ethical standards and leveraging psychological insights, companies can drive positive societal impact.
He emphasizes that these changes are necessary not only for compliance but also for creating a resilient and responsible business environment that aligns with the values of modern consumers and investors.
Through his efforts, organizations can ensure that sustainability becomes a core principle in their operations, ultimately contributing to a better future for all stakeholders involved.
