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Rick and Sonya believe that it’s not enough to create a great product or service and just call it a day. We want The Vic brand to have longevity. We create longevity by building strong relationships with people—and that requires something more. It requires values.

A part of our hiring process is looking for people who also share our values. It’s important that everyone who works at The Vic internalizes and lives out these values because they are the fingerprint of our business.

The following is a list of our 12 values:


1. Adventure

journey on the edge of comfort

2. Appreciation

celebrate individual affinities

3. Belonging

all who enter find a connection

4. Clarity

clear is kind

5. Enrichment

make the world a little better

6. Exploration

question the status quo

7. Hospitality

treat guests like royalty

8. Improvement

progress is better than perfection

9. Instigation

lead by saying, “come on, let’s go”

10. Profitability

profits are essential to the mission

11. Nourishment

feed bodies, minds, spirits, hearts

  1. Cleanliness
  2. we’re clean freaks!