Shop Local

shoplocal SUMMER 2016

A Special Supplement of Lee Central Coast Newspapers

Unique Ways to Shop Locally SANTA MARIA

Town Center

922-7931 . 371 TOWN CENTER EAST . Open 7 Days

MALL HOURS • MON-SAT 10AM-8PM • SUN 11AM-7PM

One Way Boardshop brings passion to shopping local

Brothers Dan, right, and Dave Pankratz own One Way Boardshop in the Oak Knolls Shopping Center in Orcutt.

Len Wood, Staff

Orcutt business has provided ‘rad’ atmosphere for 16 years Jennifer Best Contributing Writer

(Boardshop) to make a ton of money. We did it because we had a passion for ave and Dan Pankratz skateboarding, snowboarding were 22 years old when and surfing. We took a risk, and they opened a little instead of going down the board shop in an Orcutt normal road with a nine-toshopping center. The offered five job and a regular paycheck, skate, surf and snowboard we decided to do what we are equipment, accessories and passionate about. We were apparel, provided kids a safe lucky enough to be somewhat place to hang out with their successful at it,” Dan said. peers, and gave back to the At their peak, One Way community.

Boardshop had four locations Sixteen years in, the twin from Ventura to San Luis brothers have seen business Obispo, provided a skatepark in boom, survived the Great Santa Maria Town Center, Recession, returned to their offered concerts and barbecues Orcutt roots, and understand more than ever, the necessity of and demo days at their stores, shopping locally. and trucked up to 50 “We didn’t open One Way snowboarding enthusiasts at a 2 | Shop Local | Lee Central Coast Newspapers

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time to the mountains for adventures.

“When you shop at local businesses, you’re supporting not only local jobs, but businesses that give back to local schools, donate to nonprofits, the small business guy that puts more into the community than the big corporations ever do,” Dan said.

According to a report by the American Independent Business Alliance, on average, 48 percent of each purchase at locally owned independent businesses is recirculated locally, compared to less than 14 percent of purchases at chain stores. Online retailers contribute virtually nothing to

shoppers’ communities.

“If people want their local roads and towns to be better, their schools to be better, our community stronger, they need to realize that their buying decisions affect that. If you shop local, your money stays local. By shopping online, you’re throwing your money nowhere,” Dan said.

The first store opened in June 2000 just across Clark Avenue from its current location.

Within two years, they moved to a 6,000-square-foot location in Santa Maria.

“We were growing rapidly.

The economy was good. We’ve always been involved in the Continued on page 3

Continued from page 2

community, and we were very profitable, so we kept investing into the business,” Dan said.

In 2004, they opened a second store in Santa Maria Town Center and a shop in Ventura.

“The mall told us there was growth planned, a theatre was coming, stores opening, it sounded great,” Dan recalled.

In 2007, they opened their San Luis Obispo location.

“We never employed hundreds and hundreds of people like the big box stores do, but when we had four locations and 60 employees, our managers were making almost as much as the CEO. With a local company, there’s not this big disconnect that we see with corporate irresponsibility where they have billions of dollars in profit while their employees are on welfare,” Dan said.

That customers, even some friends, still don’t get it frustrates him.

“People don’t understand that a chain can afford, for awhile, to have a location that operates in the red because other stores carry that location.

They don’t understand that, sure, Walmart’s cheap, but you can’t complain and whine about people being on welfare when you’re contributing to

Orcutt Burger, Cielito Lindo, Six Degrees Coffee House & Eatery, Spencer’s Market.

“Starbucks doesn’t offer concerts in their coffee shop, but go across the street and Six Degrees has concerts, special events, a public forum,” Dan said.

But community service comes at a price, and when customers focus on saving a buck rather than supporting

“When the economy started to take a major dive, we’d been doing really good, but we’d built this thing with our own money. Ventura took the first hit,” Dan said.

In spite of a weakening economy, landlords at the store’s first Santa Maria location had tripled the rent, and refused to work with the store. Instead, the shop shut its doors and was replaced by a national chain restaurant.

“So many of these shopping centers aren’t owned by local people. They don’t care about the community, and the only people who can afford the rent are other big chains that aren’t — Dan Pankratz based in and don’t care about that problem by shopping their own community, local the communities,” Dan said. there,” Dan said. shops are left out in the cold, And in spite of a 2012 deal He quickly ticks off a handful and donations fall off for with the mall that allowed the of local shops that give back programs people love. That shop to provide a skatepark, the not only in the form of jobs, but became abundantly clear to the brothers decided to cut their also by supporting their peers Pankratzes during the Great ties and move back to a locally Continued on page 4 and the community at large: Recession.

When I’m 98, I want to be able to say it was never about the money. I had a fun ride. We love people.”

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Lee Central Coast Newspapers | Shop Local |

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Continued from page 3

owned Orcutt shopping center a few months ago.

“It’s closer to our house. It’s a nicer atmosphere. It’s where we started and where we belong,” Dan said.

They’ve also created Exchange Collective’s “Save the Sale” App, a technological solution to one of local retailers’ biggest challenges: serving customers who want to buy products not available in stores. The software allows retailers to locate and order items their customers want, for delivery directly to the customer, while still capturing proceeds from the sale.

“Here we are, now 16 years later. We have kids. I’m not 22 years old anymore. We’re starting over, and in addition to the skate shop, we’re a startup out of Orcutt that’s getting a lot of interest from businesses wanting to compete with the big online and corporate big box stores,” Dan said.

The shop has already offered its first community event: a concert. Barbecues are likely to return as well as other special events, if the community continues to support it.

“You look around. What companies are really doing things for the community? It’s not the big corporate stores; it’s always the small business guys,” Dan said.

He’s also a realist.

“Corporations will always exist. Online exists. If people stop at local shops before they look anywhere else, buy one or two items for back to school, Christmas, birthdays, before they go online, that’ll change things. People need to realize that, if they don’t support their local business owners, pretty soon there will be no locally owned stores and the smaller things they enjoy in their 4

Luke Pankratz, 12, works on a skateboard deck in the One Way Boardshop in the Oak Knolls Shopping Center in Orcutt.

community will also go away,” Dan said.

Meanwhile, the brothers hang on, share their passion with a new generation of boarders, and take the long view.

“The past six years has been

| Shop Local | Lee Central Coast Newspapers

a struggle, but we’re not going to live our lives doing something just to make money.

We want to do something we’re passionate about. When I’m 98, I want to be able to say it was never about the money. I had a fun ride. We love people.

Len Wood, Staff

We have a rad atmosphere. It’s a personal experience when you come in. I want people to come in, and like it, and feel like this is a rad place. If we can set them on path to enjoy the lifestyle, we’ve done our job,” Dan said.

Down the Street

O

nce you look beyond the big box retailers, it can sometimes be amazing to discover the unique, local businesses that have been your neighbors for years.

From looking beyond the major coffee chain for the local place off Main Street to hitting the downtown boutiques instead of the major department stores, shopping local is a great way to support your community — and maybe even track down some unique deals.

But, where do you start?

Get to know the Chamber of Commerce Most communities — even small and midsize cities — have a Chamber of Commerce.

Take advantage of them. A good Chamber of Commerce should be at the heart of the local business climate in your community, and many publish directories and brochures designed to spotlight the local businesses in your area. Drop by one day when you’re in town, or just pull up a business directory online. Flip through the categories and see just how many businesses you don’t recognize — but might want to check out.

Keep up with the local news From local newspapers to social media, there are more than a few ways to stay plugged in to your community. Many local businesses advertise in local papers, so pick up a copy and see what stands out. Many local papers also provide coverage of unique businesses, so keeping an eye on the happenings in your hometown is an excellent way to discover some new, local businesses. Social media also is an excellent tool for discovery. Like or follow one local business and it stands to reason you’ll get recommendations to check out a few more. Also, see which businesses your friends follow.

Just start exploring Though all those routes are a great way to get primed on your local shopping landscape, nothing beats just getting out and strolling the streets to see what’s available. The best approach: Devote an afternoon to your own walking tour, paying attention to the businesses you probably drive by every day without a second thought. It’s amazing what you might find.

Lee Central Coast Newspapers | Shop Local |

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Family-owned Idler’s plans August opening in Santa Maria Bryan Idler, left, and Don Idler, right, pose with manager Julian Montes at the new Idler’s Home store on W. Betteravia Road in Santa Maria.

Len Wood, Staff

Appliance store has been in operation since the 1950’s GINA KIM gkim@leecentralcoastnews.com

brands like Whirlpool, Kitchen Aide washers, dryers, dishwashers and bedroom furniture from dler’s Home first opened in La-Z-Boy. 1954 as an appliance store in “The business was started by San Luis Obispo. Since then, my grandfather Bud in the 50s, the business has expanded, and it began with service work,” catering to the needs of said Bryan Idler, owner of Idler’s homemakers across the region Home. “Employees used to go out and helping to fill their living and work on fixing washing spaces with anything a machines, dryers and appliances functioning household needs. but soon, my grandfather jumped Bud Idler started the business, at the chance of breaking into the which is family owned and retail industry.” operated, and has seen it grow Idler added: “Service is our over the past 62 years while backbone — fixing appliances was keeping it local on the Central what we started with and still do Coast. today. We have both a retail floor The first store opened in San and full in-house service Luis Obispo, and Idler’s now has departments. Instead of going to three store locations with over 70 Home Depot and having someone employees. Showrooms are come to your home to fix located in San Luis Obispo and something, we can fix things for Paso Robles, and a Santa Maria you.” location is expected to open in late It’s all done by us right here at August.

Idler’s — we don’t reach out to Offering major appliances, other outside companies — we’re kitchen design and remodel here for you every step of the way. services, and outdoor living That’s where our store design products like barbecues atmosphere differs from other and spas, the store also sells name larger companies.”

I

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| Shop Local | Lee Central Coast Newspapers

The store’s positive reviews aren’t just about the quality appliances they carry, but the customer service the business prides itself on. After purchasing products from the store, customers can also request an in-home installment service that will be handled by Idler’s employees.

“So many customers tell us that they get so many referrals to Idler’s because of the superb customer service,” said Idler. “We focus on the service we are determined to provide rather than the money we can make.”

The focus of the company’s mission, said Idler, is to maintain a close relationship with all customers — returning or new — and ensure “that each one will know what they’re going to get, like what they got in the past, and like what they’ll get in the future.”

“I don’t see changing our business model any time soon,” said Idler. “We’ve been here for over 60 years — it’s one of those things we learned in the Idler family; this is what we’re all

about. We’re all a family.”

Idler said the opening of their new Santa Maria location is something the company had been more than a decade for. The new location will be at 1158 W. Betteravia Road.

“We’ve had our eye on Santa Maria for a long time,” said Idler.

“It’s a great area, and we’re so excited to finally open one up there, not to mention the healthy competition it’ll bring.”

The Santa Maria store will sell primarily appliances, with a majority coming from “the scratch and dent” side, meaning that the company will buy appliances that sustained some minor cosmetic damage either from shipping or from an assembly line, then sell them for up to 40 to 50 percent off retail price.

“After purchasing, the company tests out their functionality and sells them at a much cheaper price,” said Idler. “We do this at our other two locations, and it’s been working out really well.”

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Lee Central Coast Newspapers | Shop Local |

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Santa Maria Valley Chamber of Commerce CEO Glenn Morris.

A guide to all things local:

Daniel Dreifuss, Staff file photo

Chamber’s business directory has it covered GINA KIM gkim@leecentralcoastnews.com

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he Santa Maria Valley Chamber of Commerce has been zeroing in on social media and its online business directory over the last year in an effort to encourage the community to shop local.

The Chamber, which has been in existence since the 1890s, has done everything from helping budding entrepreneurs start their own small business, to facilitating ribbon-cutting ceremonies and encouraging business people from all over the region to transition to Santa Maria and open up franchises.

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It showcases everything the city has to offer, attracts more traffic and gives people a chance to discover what Santa Maria’s commerce is all about.”

— Glenn Morris The Chamber also works with large business development projects in the city —the most recent being the Enos Ranchos development, which got the green light in March this year.

But promoting local business services is always at the top of

| Shop Local | Lee Central Coast Newspapers

the list, said Glenn Morris, Chamber executive director.

To market local businesses in the area, the Chamber has been utilizing social media sites like Facebook and Twitter along with a business directory to promote a retail establishment

or help customers find exactly what they need — from popular restaurants to homes to fashion, or even legal services.

“We start off by guiding people to our online directory,” said Morris. “We’ll encourage them to use the website, search by category and the types of businesses to meet their needs — anything from looking for a place to eat, shop and everything else.”

The Chamber also circulates local stories about retailers in the community and alerts the public to new grand openings or facilitates ribbon-cutting Continued on page 9

Continued from page 8

The new Santa Maria Valley visitor guide is designed to attract visitors from around the Central Coast and beyond.

Contributed, Santa Maria Valley Chamber of Commerce and Visitor & Convention Bureau

helps retailers earn their customers’ businesses and spike ceremonies for existing online traffic to the site. It’s a businesses that may be relocating to a new area in Santa good gateway between the public and the business owners.”

Maria.

Along with the online “If there’s new legislation directory, the Chamber focuses passed at the city or state level, on tourism and marketing to try we’ll do research and let the and bring people into the city — public know how it’ll affect us for leisure travel, business right here in Santa Maria,” said meetings and city events.

Morris. “Everything we do and “We think that really supports promote has to be relevant and our community businesses and woven back into our local promotes the idea of shopping businesses.”

The business directory acts as local,” said Morris. “It showcases a portal for local customers and everything the city has to offer, interested patrons from outside attracts more traffic and gives people a chance to discover what the region who may not be Santa Maria’s commerce is all familiar with the city, said about.”

Morris.

“Visitors new to the Central The Santa Maria Chamber has Coast can use the online about 800 members, and just directory for everything they’re about anyone who owns a looking for,” he said. “You can business in Santa Maria is always start there, and if you can invited to join. find the answer here in town, To look up local businesses in then everyone wins a little more the Santa Maria Valley, visit when you buy from the town.” santamaria.com/businessMorris added: “The directory directory/ to get started.

Vintage Veranda offers old, new antiques, collectibles ‘Shabby chic,’ reasonable prices keep customers coming back GINA KIM gkim@leecentralcoastnews.com

Shortly after, Feliz invited which primarily sold new re-purposed into a hardware store and then a real estate office furniture including couches, longtime associate Babe Evans sofas, dressers and dining tables. to seek out a new business before Merry Feliz and Babe ntiques have a rich venture — open up their own history — they come antique shop right where Bella’s from different time Consignment used to be. periods, are handed down Vintage Veranda was born. through generations or are “We then just cleared out the re-purposed from their original place and took over the lease in use as vintage collectibles.

October 2013,” said Feliz. “It And that’s exactly what seemed natural to bring back the happened to the building that name of my old store, because now houses popular antique — Merry Feliz people talked about how much store Vintage Veranda, located in they loved The Veranda back in Old Town Orcutt.

When the store closed in 2008, the day.”

Evans opened Vintage Veranda The building served as a Feliz worked at Bella’s in October 2013.

“So we decided to keep the Presbyterian community church Consignment at 255 Union Feliz, who owns the store, name so my loyal customers will in the 1900s, was then Continued on page 11 originally opened The Veranda, Avenue until its closure in 2013.

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A lot of people come in because it’s fun, we’re friendly and we keep stools close to our counters so they can hang out with us.”

Vintage Veranda Antique & Mall

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255 Union Ave., Old Orcutt, CA Open Everyday 10:30am -5pm • 805-937-6767 10 | Shop Local | Lee Central Coast Newspapers

Braxton Carroll, Staff

The Vintage Veranda building, located in Old Town Orcutt.

Feliz, who also works as a residential designer and has an know where to find me.”

“The name was perfect — not interior design degree from the only do we carry new items but Fashion Institute of Design and we now focus on old collectible Merchandising (FIDM) in Los Angeles, said her experience antiques,” said Feliz. “We sell inspired her to open Vintage anything from old furniture, Veranda to share her knowledge pictures, lamps, tablecloths and about home decor with the jewelry.” public.

Vintage Veranda also sells new The store is chock full of products for those who may be vintage home decor, said Feliz, unfamiliar with antiquing so it helps customers figure out trends, but for the most part the how to bring their home designs items are old or re-purposed up to to date with the latest into what Feliz refers to as antiques brought in by vendors. “shabby-chic.”

“Customers often bring in

Continued from page 10

photos of their homes to us, and we give decorating advice,” said Feliz. “It’s a big part of what we do — and we help them pick out whatever they may need from the store.”

The store’s layout is always carefully planned out and staged as well.

“We keep our store neatly organized and staged in unique ways, which customers enjoy,” said Feliz. “A lot of people come in because it’s fun, we’re friendly and we keep stools close to our counters so they can hang out with us.”

Vintage Veranda’s loyal customer following also comes for the store’s reasonable prices, said Feliz. The store is always up to date on inventory, and staffers go out to thrift stores and garage sales constantly, hunting for items to fulfill their motto: buy low, sell low.

“Customers always tell me how happy they are with the service and how much they save when buying items here,” said Feliz. “People find us all the time —once we get them in the door, they’re ours for life.”

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DVD/Blu-Ray REntals “Family Owned for 27 years” Lee Central Coast Newspapers | Shop Local |

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Unique

Local Finds T

he big box retailers might have more stuff, but you can made locally that might not be available elsewhere. They make the almost guarantee they won’t have everything you’ll find at example: “Buy a dress by a fledgling designer and there is little a local shop. chance of turning up to the office Christmas party wearing the

The best place to find local stuff

As The Guardian notes, independent shops often stock items

YoUr Chamber

Working For YoU!

same as someone else.”

Along with clothing, the report also notes local business can be the best place to find one-of-a-kind items, such as toys and jewelry. Local entrepreneurs often team up with local stores to show off their wares, and it could make for an exciting and unique find.

Keep an eye out for local books and art Since local bookstores and shops are less beholden to corporate stocking issues, they often branch out and carry everything from books by local artists to the new album from a local band. It might be below the surface, but many communities have their own burgeoning art communities. Local businesses are typically where they shine through. These are things directly connected to your local area, with its own unique flavors and charms — things you won’t find anywhere else, other than your local community.

Supporting those things can keep you plugged in to the world around you.

Come by and pick up your Business and Relocation Guide or view at https://issuu.com/solvangbrg16-17/docs/sbrg_flipbook

You can even meet new friends All kinds of groups are almost certainly already meeting up weekly and monthly at your local cafes and coffee houses — and your new best friend could be there waiting for you. Local restaurants often host local groups and clubs, so make a point to check out your local newspaper’s event listings, or the bulletin board (or Facebook page) at the coffee house, to see what they have coming up. Most shops host meet-ups for everything from book clubs to cycling enthusiasts. If it matches up with your

Photo by Tenley Fohl Photography

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| Shop Local | Lee Central Coast Newspapers

hobbies (or if you’re looking for a new one) local businesses are the perfect conduit to getting plugged in.

Wildflower Women: fashion that ‘will never go out of style’

Len Wood, Staff

Amber Lease shows one of the garments sold at her Wildflower Women boutique at the Town Center Mall in Santa Maria.

GINA KIM gkim@leecentralcoastnews.com

the Santa Maria Towne Center, which she fondly refers to as a “store within a store” that aims imelessness — that’s the to be the children’s fashion word Amber Lease, destination for the Central owner of Wildflower Coast.

Women, wanted to emulate “As time went on, I noticed when she opened the store in the changes here on the coast, November 2009. and how much people were She wanted to avoid the buying every day,” said Lease. pitfalls of “recyclable fashion,” “That’s when I decided to add a and supply customers with women’s collection in 2012, and clothes that will never go out of that’s how Wildflower Women style. came to be.”

Lease grew up in a family Wildflower Women caters to business, Johnsons for women from their early 30s to Children, which specialized in those who are senior citizens — youth fashion and served the and from mothers to daughters Central Coast for almost 50 and grandmothers. years. It was where she became The store’s goal, said Lease, is familiar with the ins and outs of to sell quality merchandise that the retail industry as she is stylish all year round. watched her parents operate the “You can wear it now, next company from the time she was season, next year and still look a little girl. and feel great,” she said.

In 2009 after her parents’ “Everything is timeless.” retirement, Lease decided to Quality premium denim is take on her own retail venture, also a major focus of the and opened up Sandbox Kids at Wildflower Women brand, and

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the store has a fit for every occasion—from weekend wear to cool and casual, to dressier work attires.

“We pretty much have everything for any woman for any need,” said Lease. “We have things for any mom as well — for the stay-at-home mom, running-after-kids-all-day mom, the business mom, you name it.”

The business also carries the Frye shoe line, which specializes in classic leather shoes. Best known for their boots, Lease said she fell in love with the brand because it emulated the type of timeless fashion she envisioned for Wildflower Women.

“When you believe in a product yourself, it’s so much easier to want to sell and share with the public,” she said. “I was a big fan of Frye’s for a long time, and knew it was a good fit with the store’s goals.”

Along with clothes,

Wildflower Women carries a wide range of accessories such as scarves, handbags, wallets, jewelry, hats and also dabbles in apothecary items like candles, lotions, soaps, oils and more.

“It’s been an amazing venture,” said Lease. “I created these two stores because I had a passion for fashion and retail — running a business was second nature to me, and it was everything I enjoyed and loved doing all at the same time.”

Customer service is key for staying in business, Lease said, and the close relationships she maintains with her returning customers are the backbone of Wildflower Women.

“When you walk in here, we’re here with you all the way through,” she said. “You are our priority — it’s our job to know you, remember your style and fashion taste and everything else to help you pick out exactly what you need.”

Lee Central Coast Newspapers | Shop Local | 13

Save Time N

done in your own hometown.

ot only can shopping local help keep your community vibrant

Even if it involves a few extra stops, you could still cut down

and ensure more varied

your driving time quite a bit.

shopping options for the future,

Plus, that money stays in your

but, it can also save you time.

local community.

Travel time increasing

It all goes around

As an article in U.S. News and

Milchen also noted how local

World Report notes, you must

businesses tend to source and

account for energy costs

support other local businesses,

associated with shopping at

meaning your patronage at one

major retail complexes or big

typically goes a whole lot

box stores. Jeff Milchen,

further than you might think.

co-founder and outreach

In the report, Milchen said he

director at the American Independent Business Alliance, road can certainly help save you you’d almost certainly make up noted Americans have been that difference in gas and time some time. From a corner “increasing our driving hardware store to a boutique in once it all evens out. Taking the

prefers to look at it this way: “Shopping at locally owned establishments can leverage community funds times three,

significantly over the past

downtown, local shopping

time to learn a bit more about

several decades, and it’s due

options can often help fill the

the business community in

almost entirely to shopping.

gap that could be pushing you

your own town can save you a

Plus, time is money.”

to drive outside your

lot of time in the future.

community to shop. Perhaps the item you’re looking for at a

You might be able to get most supporting a local attorney, tax preparer and printer. Local of your shopping done at a

big box store in another town

specific big box store in a

businesses tend to source small

could be found locally? Even if

neighboring city, but look into

manufacturing and banking

how much of that you could get

needs closer to home, as well.”

Consider the local options before heading out of town Each community is different,

but finding out what’s down the it costs a few dollars more,

on average. For example, by supporting a local clothing boutique, a consumer is also

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Eat Local, Too

he phrase “Shop Local” typically evokes images of strolling down Main Street with boxes and bags in hand.

But shopping local doesn’t just mean hitting the local boutiques and antique shops; it also means eating local.

nutrient value has decreased. Food imported from far-away states and countries is often older from having traveled a great distance and sits in a distribution center before it gets to your store.

Some of the best restaurants, right under your nose Sure, most people like the comfort and stability of major restaurant chains. You know the menu, you know what to expect, and they’re typically easily accessible right off the highway. Look a bit closer and you could have a whole lot more variety in your own backyard than you’d ever dreamed. The easiest way to eat local is to be adventurous and pop into new and different restaurants around your hometown. From the mom-and-pop diner to the downtown bistro, you will rarely go wrong by taking a few chances. Supporting new restaurants can be a great way to expand your palate, while also helping sustain local jobs.

Hit up the farmer’s market This is arguably one of the biggest, and often most forgotten, ways to eat local. Definitely try out the cuisine at local restaurants, but, when it comes to fruits and veggies (and even honey and canned goods), it’s hard to beat the freshness of the stuff from your own county and state.

Local farmers fill up farmers markets every week, selling goods grown right in your hometown. Sure, it might cost a bit more, but it’s almost guaranteed to be fresher than what you might pick up at the grocery store — and that purchase will help ensure there are local veggies available in the years to come.

Local food is better for you According to a Michigan state report, local food has a shorter time between harvest and your table, and it is less likely that the

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S

Spurring Growth

hopping local can help retain jobs and keep local businesses open. It’s also an investment. Without community support, the local business landscape could be drastically altered — and smaller — in the decades to come.

Shopping local keeps that money working

percent for chain eateries.

Why the drastic difference?

The report notes independent businesses spend more on local labor, goods procured locally for resale and services from local providers. This means a much larger share of the money spent at a locally owned store stays in the local economy, supporting a variety of other businesses and jobs.

A Civic Economics study Keep Your analyzed data from 15 independent retailers and seven community unique independent restaurants in the Entrepreneur Magazine notes Salt Lake City area, and that local businesses give a compared their local economic community its flavor. impact with four national retail “Towns across America have chains and three national similar chain restaurants, restaurant chains. grocery and department stores The study found that local but that diner down the street retailers return a total of 52 where you have breakfast every Saturday morning is one-of-apercent of their revenue to the kind,” the magazine notes. “The local economy, compared to just 14 percent for the national combined presence of your town’s many local businesses chain retailers. Similarly, local makes it different from every restaurants recirculate an other city in the world. By average of 79 percent of their revenue locally, compared to 30 supporting those businesses 16 | Shop Local | Lee Central Coast Newspapers

instead of chains, you ensure that uniqueness is preserved as a part of your community.”

local ties

Plenty of major chains make a true effort to immerse themselves in their local communities, supporting charities and local schools — but so do local businesses, and many of them have been doing it for decades.

The American Independent

Business Alliance notes local owners, typically having invested much of their life savings in their businesses, have a natural interest in the community’s long-term health.

The Alliance adds that community-based businesses are essential to charitable endeavors. One example is that their owners frequently serve on local boards and support local causes.

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Local vs. Online, Big Box B

ig box and online retailers may seem convenient, but it’s important to see the impact these shopping methods have on your local community.

stay close to home Though statistics show locally owned businesses typically reinvest more in the local community, shopping at big box retailers in your hometown still keeps those tax dollars flowing back into the area. When you shop in different towns, those taxes go to pave roads and operate parks in those communities. When you shop at home, no matter the type of store, that tax money stays local.

Those funds are vital to keeping your town up and running.

convenience vs. community It’s hard to argue against the utter convenience of online shopping. Services such as Amazon Prime can have just about anything delivered to you in two days or less (often with free shipping). In many cases, that can be a great way to go, but it’s important to realize the detrimental effect online shopping

is having on local retailers.

Online sales are only getting stronger by the year, with ComScore reporting year-to-year increases of around 10 percent in online spending during the holiday shopping season. Many retailers are reporting strong growth on their sites, according to Forbes.

are the savings worth it?

Online retailers are able to keep prices low because they cut out much of the brick-and-mortar overhead required for a storefront.

Plus, some online sellers aren’t required to add taxes to your purchase in some states, which also can help keep prices low. But like most things, finding balance between what you buy online and locally could be the best approach.

The Retail Alliance notes: “This situation is stifling local business growth and threatening small businesses nationwide. While public opinion continues to move in favor of equity through sales tax collection, some in Congress continue to fight against sound policy based on simple fairness, good economics and common decency.”

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Family and Community Effort Locally Owned & Operated Facebook.com/cliqueinsolvangusa Instagram @ Clique144 Thank You for shopping Brick & Mortar!

T

he act of shopping local is not one to be enjoyed by a select few. In other words, the more the merrier.

Local business owners are ready to welcome you with open arms. You should do the same for them by bringing along your friends, family members and neighbors on your next local shopping trip.

expertise to a small business in need of some brand improvement.

Small business owners are busy and can run out of time at the end of the day to launch an email marketing campaign or create clever social media content.

Helping small businesses with activities like this is not only a sign of solidarity from a veteran businessman or woman, but also Like Father, Like Son a great way to gain free, internIt’s never too early to pass on like experience for college the values that drive you to shop students. local and support your neighbors.

Build your clips now by The children in your life are offering to handle all social media impressionable.Make a good accounts for a local business impression by explaining the owner who agrees to put you in importance of shopping locally. charge. You’ll be gaining valuable They may be future hands-on experience that will entrepreneurs, and it’s never too look strong on a resume. early to plant that business Make it a Contest acumen. Teach them the basics This year, make shopping a of starting a business, and contest with your closest friends. introduce them to shop owners.

Start now by tallying up how Prompt them to ask questions much money you spend in local about being a business owner businesses. You can even start a and then keep discussions going blog or spreadsheet to track even after you’ve left the store. spending.

Give Businesses Ideas

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| Shop Local | Lee Central Coast Newspapers

Do you have a business degree or some kind of training in marketing? Why not lend your

At the end of the year, see who spent more locally. The winner gets treated to a $20 gift card to her favorite small business.

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The Farmers Market Len Wood, Staff

Kevin Hall of Finley Family Farm puts out a new bunch of organic carrots at the Solvang Farmers Market.

O

ne of the staple small Catalyzing some of this businesses in America is growth has been the USDA’s the farmers work to make the markets market. From the California accessible to people of all grape to the Georgia peach, income levels, including by produce just tastes better making many of them eligible when it’s eaten right where it’s to accept payments from the grown.

Supplemental Nutrition As demand for locally grown Assistance Program, formerly known as food stamps. fruits and vegetables has increased, so too has the Popular Options number of farmers markets in Fresh fruits and vegetables both rural and urban areas. drive traffic to farmers markets, The U.S. Department of but other popular items include Agriculture announced that the meats, artisan cheeses, number of direct-sales markets homemade jellies, crafts and increased 9.6 percent in 2012, live entertainment. You have with California and New York probably noticed the steady leading the charge. growth of the farmers market in USDA-registered farmers your area. Many across the markets topped 7,800 in 2012. nation are adding vendors, taking up larger parking lots In 1994, there were 1,744.

20 | Shop Local | Lee Central Coast Newspapers

and drawing more consumers than in years past.

Some markets are so popular that there are long waiting lists for farmers to even sell their products. From your average American shopper to your top chef, farmers markets draw a wide range of visitors.

An Education Farmers markets empower consumers to become active supporters of their communities. They also can teach you about cooking techniques and the sustainable practices being used by farmers in your area.

Many markets feature instructional seminars and hands-on presentations to educate consumers about

unique varieties of produce and how to prepare them at home.

Top Markets So where are most people shelling out cash for the quality products of a farmers market?

Where else than the country’s top agricultural producing state, California? The USDA reports that the state boasts more than 800 markets, with New York (650) and Massachusetts (300) rounding out the top three.

The mid-Atlantic, Northeast and Southeast claimed the largest percentage growth in markets, reporting 15.8, 14.4 and 13.1 percent jumps in participation, according to the USDA.