There is something to be said about the small town charm in Grand Junction and small towns like it across Colorado. The small businesses are often unique to each place, nevertheless, these businesses struggle to compete in an ever-growing global marketplace. With economies of scale and every commodity available, it can often be impossible to compete for small business.
This dilemma is what DCI, our volunteer consultants, and the Grand Junction BID tried to address in our Downtown Institute on August 27th. The first presentation from Brian Corrigan of Oh Heck Yeah described design interventions that attendees could implement immediately in their stores. He emphasize the importance of refining a store’s “story” or “the why” to attract people. People want to connect with a place in a way they cannot online, as a consequence, brick and mortar stores have an advantage of connecting with people- old style in reimagined ways. The goal of this presentation was to help the businesses create an environment for creativity in their stores.
Brian then spoke about the reasons for optimism in the face of the Amazon age. These reasons come from an article from a Forbes article stating that Millenials and Generation Z prefer real stores and that many people have an interest in experiences (i.e. being downtown). The emphasis is about providing more of an experience than simply providing goods. This includes partnering with local creatives and being flexible. Examples of flexibility could include an eye-glass retailer can also sell books and coffee or an auto-parts store could sell water.
The participants were also given the opportunity to learn about local resources, online outreach, and succession strategies for their business through three idea stations. The stations were facilitated by Elaine Brett, organizational development consultant, Rachel Trigano, Communications Consultant, and Rachel Hanson, Mesa County libraries.
The library is an especially important institution in many communities particularly in an online world. The library has physical space and resources for the community to take advantage of such as: meeting rooms, A/V equipment, and access to high quality business resources. Online outreach is also important for businesses to communicate with their customers and increase traction and loyalty. Participants also thought about the future of their business including if they would sell it once they retired or if they would consider selling it to their employees as part of an employee owned co-op.
Western Slope Now in Grand Junction did a story on the event! Check out the video and article.
If you are a small business interested about learning more about these topics and creating a better experience for your customers, please join us in Castle Rock on October 23 for a business bootcamp. Click here for more information!