The Challenge: How do we get people to spend more money in Hoquiam?
This question was proposed about a year ago. It has lead to several interesting solutions. It is still an open ended project.
The issue is “not enough folks spend money locally to sustain small businesses”.
The consequence is “actual cash leaves the community and does not return”.
The cure results in “a build up of wealth in a community as the currency circulates bringing prosperity to local citizens and city budgets.”
Brainstorming came up with several explanations for the challenge:
- Perception of saving money by going outside of the area.
- Tourists would not leave traffic to shop.
- Lack of information on goods and services available locally.
- Under utilization of services offered locally.
- Habit.
- Lack of diversity of choices.
- Lack of name brand products.
- On-line is easier and cheaper.
- Lack of parking.
We then looked at each of the reasons and proposed counter measures to them.
1. Saving money by going outside of the area.
- Do you really save when gas is so expensive?
- Is your time worth anything driving for hours?
- What is the risk of an accident due to crazy traffic on the freeways?
- Are you willing to pay the toll road charges?
2. Tourists would not leave traffic to shop.
- What about parking?
- What about signage?
- Do they know where they can go when they leave traffic to get what they need?
- Do they know that services are available?
3. Lack of diversity of choices.
- Only one store for groceries.
- Only one furniture store.
- No liquor store.
- No real estate office.
- Only one hardware store.
- Only one lumber yard.
- No book store.
- No “nice” hotel.
4. They can get it cheaper on-line!
- Have you checked the cost of shipping and handling?
- What about returns?
- What about service?
Remember, there are no wrong answers and you can see the discussion turned negative.
As a group we tackled several of the issues and turned negatives into opportunities.
So what did we do?
Provide tourists more.
1. Invited in new businesses.
- Added a liquor store.
- Added a pastry shop.
- Added a State licensing department.
- Added a discount shopping outlet.
- Added an art gallery.
- Re-opened the 7th Street theatre.
- Added more professional services.
2. Getting the information out.
- Radio advertising.
- Standardized sandwich boards in front of shops.
- Roadside services signs.
- Free walking guide map of downtown area with others in the works.
3. Citywide coupon called Hoquiam Saw Bucks.
4. Smile. Local business employees and shop owns greet customers with a warm smile.
5. Change store hours to be open on weekends and after 5pm.
6. Paved a vacant lot down town for parking.
7. Got merchants to shop other merchants in town.
8. Cleaned up sidewalks and storefronts.
9. Changed zoning to open more areas for development and recreation.
10. Got merchants to refer to other local shops for where customers could go for their needs.
11. Got merchants to get involved and attending development meetings.
12. Sponsored new events to get people to stop and look around.
13. Geared specials to match events.
14. Diversified to have specialty shops that only have unique items.
15. Stocked name brand items in hardware and clothing.
16. Encouraged and supported local farmers markets.
17. Where several shops are similar, have them specialize in one specific area.
- Eateries (be ethnic!).
- Flower shops (specific floral arrangement styles).
- Taverns (different food, beer, entertainment).
- Gas stations (services, food, brand).
18. Tell folks every day that things are getting better because they are!
Success for a community is a series of small successes built on top of each other. To keep money inside a community it requires a multi-pronged approach that needs to be dynamic with changes in weather, seasons, road construction, and success. We always need to look at getting folks interested in “What is happening in town this week, today, next month”.
