Small Town Main Street conducts business survey

by Vicki Randolph

West Jefferson, N.C. is officially on the "Small Town Main Street" list. It is a special designation, but what does it mean?

Through the N.C. Department of Commerce, the North Carolina Main Street Center promotes downtown revitalization based on economic development within the context of historic preservation. This is a concept developed by the National Trust for Historic Preservation that has proven successful in more than a thousand smaller communities across the country.

The North Carolina Main Street program helps small towns to recognize and preserve their historic fabric, and, using local resources, build on their unique characteristics to create vibrant central business districts that meet the needs of today's communities.

The North Carolina Main Street Center provides technical assistance for selected towns across the state. Since the program began in 1980, North Carolina Main Street downtowns have reportedly experienced a gain of $1.1 billion in new investments, a net gain of 12,400 jobs, renovation of 2,900 buildings, and a net gain of 3,000 businesses.
Nationally, Main Street communities have had more than $41.6 billion of new public and private investment in their downtowns. (Information provided by www.nccommerce.com.)

The Main Street program uses a four point approach for a comprehensive revitalization process designed to improve all aspects of downtown, producing both intangible and tangible benefits, creating a well-balanced program.

The four elements are as follows:

Organization-Building partnerships to create a consistent revitalization program and develop effective management and leadership downtown.

Promotion-Reestablishing downtown as a compelling place for shoppers, investors and visitors. This means not only improving sales but also rekindling community excitement and involvement.
Design-Enhancing the visual quality of the downtown. Attention is given to the downtown environment elements, not just buildings and storefronts, but also public improvements, rear entries, signs, landscaping, window displays and graphic materials.

Economic Restructuring-Strengthening the existing economic assets of the business district while diversifying its economic base. Activities include conducting market analysis to understand the changing market place and adapting vacant buildings to use as entertainment or cultural facilities.

The N.C. Main Street Center provides program guidance, technical assistance, training, networking, advocacy and leadership. Members of the NCMSC staff are available at all of the town meetings to guide business owners and committed citizens.
Next week, downtown businesses will begin conducting a customer zip code survey. Business owners and their employees are strongly encouraged to participate. And of course out of town visitors are asked to participate as well.

It is also very important that local folks complete the surveys too, since it will help to gather information on how many faithful locals frequent West Jefferson businesses.

The survey will be passed out at all businesses-not just retail stores. This includes financial institutions, restaurants, hair salons, medical services, professional services, galleries, real estate offices, and anywhere else business is conducted.

The Small Town Main Street staffers and the West Jefferson Business Association would like everyone to participate for three weeks, but they understand if that is too inconvenient for some businesses. Therefore, they are asking for a minimum of two weeks participation, with the third week being optional.

The survey dates will be July 14-27 for the two week survey, and July 14-August 2 for the three week survey.

Some business owners, employees, visitors and locals alike may be asking, "Why should I do this?"
The information gathered from the survey will be analyzed to help Downtown West Jefferson.

This survey will determine where customers travel from to visit West Jefferson. It will help determine where to do targeted advertising. It will help to learn about what businesses and services are in the customer's home areas and which are missing. It may also help determine new markets for West Jefferson.

Additionally, businesses that participate will receive survey results for their individual business and results from all participating businesses.

The survey will be easy to conduct, with very minimal time investment--just a few seconds. The surveys will either be placed next to cash registers and be conducted during transactions or simply set up in a prominent location for people to fill out on their own, even if they are not completing a transaction.

The forms will be delivered to businesses by STMS volunteers at the beginning of the survey and picked up by them at the end of the survey period.

There will be extra survey forms available at Town Hall throughout the three-week period. Or participants can simply contact one of the volunteers to bring them more.

To receive additional survey forms, or to contact someone with any questions regarding the surveys, call Wanda Huester at (336) 246-7770 or Kim Hadley at (336) 977-8405.