Eye on DP
Back in the Black Dana Point business community joins Small Business Saturday movement in an effort to encourage residents to shop locally By Andrea Swayne Dana Point Times
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lack Friday, the day after Thanksgiving, the traditionally biggest shopping day of the year, is here again. With current economic conditions, local businesses—and businesses in general—are feeling an urgent need for holiday sales to pull them out of the red and into the black. Then there’s Cyber Monday, the biggest online sales day of the year. But what is there in-between? What is there to encourage shopping local? Introducing the first-ever Small Business Saturday. Small Business Saturday was started by American Express OPEN and designed specifically to support the small business owner. With an eye on a great need for Americans to spend our money close to home near what Small Business Saturday refers to as, “the heartbeat of our communities and local economies,” American Express OPEN is asking shoppers to take a pledge in support of small businesses and join the movement. Both public and private advocacy groups have joined in this first-of-its-kind national effort that is using the new social media as the main avenue to “spread the word” and get us thinking about putting our money toward the hometown small businesses we love. Small Business Saturday has its own Facebook page, www. facebook.com/smallbusinesssaturday, where online users can “like” Small Business Saturday and share news about the day and spread the word about specials being offered by local businesses with their Facebook friends. For every “like” the Facebook page receives, American Express will donate $1—up to $500,000—to Girls Inc. to be put toward the education of young women as tomorrow’s entrepreneurs. Twitter is also a popular venue for sharing this information. So far, the effort seems to be working like a charm. Thousands have joined the Facebook page and more and more are being added every minute. And, people are “buying” into the program, realizing that Small Business Saturday is not something only for American Express customers, but is instead, a sort of “cyber-generated shot in the arm” with a real potential to help heal the economy from the bottom up—a grassroots effort on a homegrown playing field. American Express has also announced that it will give a $25 credit to its first 100,000 cardholders who shop at a locally owned businesses on Saturday. To redeem the $25 credit offer, cardmembers must enroll online at SmallBusinessSaturday.com/Enroll. They will also give $100 of free advertising on Facebook to the first 10,000 small businesses who sign up to promote the event. Business owners can also log on to download promotional materials and social media tools to promote their businesses on this inaugural Small Business Saturday. The Small Business Administration defines “small” as “any business with less than 500 employees.” That means that nearly every business in Dana Point is small. We all know them well, and quite frankly, the city wouldn’t be the same without them. The SBA says that over the last decade 60 to 80 percent of new jobs were generated by small businesses, represent 99.7 percent of all employer firms and employ half of all private sector employees. Small Business Saturday aims to remind us that as consumers we have the power to give our local economy a hand up by making one simple decision—the decision to make a concerted effort to do our holiday shopping within the city limits. Economic Development Manager Christy Teague has prepared a short, and very doable, list of three ways that Dana Point will benefit directly from its residents’ participation on Small Business Saturday. Here is what she had to say. 1. Buying local maintains and creates jobs. Half of all employees in the United States work for small businesses, and are currently the engine creating 60 percent of new jobs. By participating in Small Business Saturday, you foster job creation in a tangible way, by supporting Dana Point businesses and their employees. www.danapointtimes.com
Kathy McCool, owner of McCool’s Flowers says she’s “all in” when it comes to the Small Business Saturday movement. McCool Flowers is a 15-year staple in Dana Point. Photo by Jasmine Smith
2. Small business fosters a sense of community. If you walk through Town Center or the harbor, you will find a community of small business owners. Small businesses are the backbone of our economy, and hold our community together. By buying local and supporting your neighborhood small businesses, not only are you fostering a strong sense of community, but you are helping create a sense of place and destination. 3. Buying local boosts the local economy. According to Civic Economics, for every $100 spent at a local small business, $68 stays in the local economy through payroll, taxes and other purchases by the businesses. In Dana Point, most of our businesses are small businesses—which means when you shop local, more money stays local. The Dana Point Chamber of Commerce has joined in support of Small Business Saturday and is urging its members to also lend their support. The Chamber contacted Business Strategist Barbara Wold to get her take on the best reasons for local merchants and consumers to spend their holiday shopping budgets at home. Wold gave the following reasons as her Top 5 list: Buying local creates jobs. Small business fosters community. Buying local keeps the dream alive. Buying local boosts your local economy. And finally, buying local creates a ripple in society. That ripple is just what the doctor, or more appropriately, the economist ordered. American Express OPEN is hoping that a ripple effect will take hold with so many merchants and shoppers buying into the effort. McCool Flowers owner Kathy McCool says that local shoppers are the lifeblood of her business and without the support of Dana Point residents her business and many others wouldn’t be able to survive through these tough times. “I have a sign in my window right now that says ‘Now, More Than Ever, Shop Local’ to encourage people to shop small stores,” said McCool. “I am also wearing a button that says, ‘Shop Small Stores.’ It’s a play on words as in (s)mall stores, not mall stores. The sign and the button are conversation starters because people seem genuinely concerned with how we are doing and want us to stick around. I absolutely love Small Business Saturday. I think it is a brilliant effort and am happy that the idea has taken off so well.” McCool said she will join in by passing out coupons and offering discounts all day on Saturday. Marla Sherman Balmuth, owner of DaVine Food &Wine, says she will offer a 10 percent discount to any customers on Saturday, November 27 who mention Small Business Saturday while shopping at any of her three harbor area stores—Da Vine Food & Wine, Golden Galleon and the Upstairs Store. So, while doing your shopping on Saturday, think outside the box. As a tourist destination, Dana Point has many exciting adventures, activities, fine dining and weekend getaway
BLACK FRIDAY AND CYBER MONDAY STAYS LOCAL TOO After you get things going on Saturday, keep it local on Cyber Monday as well. Many local businesses are also offering online specials as well. The Ocean Institute has enhanced its online store to help support its educational programs. The online store is an extension of the Institute’s gift shop and will offer the following deals: On Friday, November 26, in-store guests will receive a 20 percent discount on all purchases and a free Ocean Institute canvas tote (limited quantity; available on a first-come, firstserved basis; discount cannot be combined with other offers). On Monday, November 29, online shoppers will receive a 10 percent discount and free shipping. Use coupon code “112910” at checkout. The online store can be found at www.ocean-institute.org. The online store will also offer free shipping through the end of November The St. Regis Monarch Beach is also getting in on the Cyber Monday sales. Beginning on Monday, November 29, their online sale runs for five days only and offers special rates starting at $279 per night, representing a savings of more than 55 percent off. “The Cyber Monday Sale at The St. Regis Monarch Beach is our holiday gift to travelers,” said General Manager Johnny So. “We invite guests to take advantage of this limited-time special to enjoy a beautiful Southern California experience at its most legendary.” Cyber Monday rates will be available for stays between January 1 and April 30, 2011. Reservations can be made at www. stregismb.com. opportunities. Whale watching and sportfishing adventures make great gifts as does dinner gift certificates, movie tickets and overnight stays at our beautiful resort hotels. Even something as simple as a gas or grocery gift card can make a great gift for the teens and college students in our lives. The harbor offers a bounty of interesting shopping opportunities. Have you ever stopped in at the Ocean Institute gift shop, the Laurena G. Chambers Gallery? You’ll be surprised at the variety of books, toys and decorative items you’ll find there. “Our store is a treasure trove of alluring items for all ages—things you typically won’t find elsewhere,” said store manager Debbie Franks. The point is, whatever you need, you can probably find it here... So get out and explore what Dana Point has to offer on Small Business Saturday. Get creative, have some fun and help the local community in the process. DP November 26–December 2, 2010 • Dana Point Times • Page 5