Photo Credit: Wiki Commons, Theekogauhl
Too many downtowns, or at least the decision makers who represent downtowns, think that the one thing that will bring them back from vacancy and neglect is an H&M.
Let that sink in a sec.
People think that only a national, generic, chain retailer, that looks the same in every single place it lands, will be the heart and soul to bring back downtown.
The same big retailers that are closing shops all over the country.
The same retailers that only pay minimum wage for their part-time jobs with no benefits.
The same stores where you see the same product in Michigan, Texas, and Nevada (pending seasons of course!).
But here’s the thing.
They are not interested in your downtown with lots of vacancies, no foot traffic, and tons of service businesses with the blinds down filling your storefronts.
And you shouldn’t want them either.
I’m not here to tell you that national retailers are bad. They are fine. They are vanilla. We fill in the gaps with them when necessary (we can talk about this another day).
But equally important to remember, is that these chain retailers will not be interested in your downtown unless you are taking care of the place.
These multi-national businesses research household incomes, street traffic, pedestrian traffic, spending patterns - all sorts of stuff - before they decide to invest in a new store.
And in an era where these businesses are mostly shrinking their bricks and mortar footprint, every one of these national chains is honing in on prime retail locations only. Locations that will immediately drive people into their shop.
So guess what?
If you have a downtown with little to no activity, you are not at the top of their list.
Or on their list at all.
Your downtown is too high risk. It is not a proven market.
But here’s the thing - that is all good news.
Because what this means is that you need to take care of your own front porch first. Your downtown. Your main street.
Photo Credit: Wiki Commons, Wikipedian1234
You probably already know what you want it to feel like. You can picture it - people from all over your city strolling down the street, looking into store windows, dropping in to pick up something and spend money. A place people want to linger. A place people want to meet up with friends or family. A place where people come together. A place where your storefronts are full of interesting things. A place that feels like your town - like no where else.
If you don’t have it in your downtown right now, you’ve probably visited it somewhere.
We love the places that stand out. We see the storefronts and the buildings and know that this downtown is unique. It has interesting spots to stop and experience something - a local store that is different from everywhere else.
And amazingly - these same unique places hold their value (there is no where else like it), are more resilient (people believe in the place), and contribute more to the local economy (local businesses reinvest in their hometown more than chains).
This is how we get back to a thriving downtown.
We find those unique businesses that are special to our community. And yes, especially ones like small-scale manufacturing because no one else makes that product just like your local owner. Oh, and that business is selling in store AND online so they weather the quiet foot traffic at the start of your downtown regroup while also bringing revenue into your community from online sales.
Moral of the story:
Invest in your downtown and do some care taking to become a place that stands out. Find those awesome businesses that no one else has. Create a place that draws people back together.
Then, if you still want the H&M, they may give you a second look.
If you still want it.
I’ve found most cities and towns, most downtown and main street leaders, want to create a thriving place for everyone. And their willing to try something different if they truly believe in their community. If you’re curious about how to get started, take the free training on how to create a thriving places with thriving businesses which will help you get started.