WASHINGTON: Across the nation, communities are struggling with slumping retail sales and struggling businesses. Big-box stores and online shopping have changed the landscape, causing community leaders and small businesses to scramble to find ways to compete. As the lead economic development organization in Columbia County, the Port of Columbia is working to address this issue. Last year, the Port worked closely with the Dayton Chamber of Commerce to do just that. The first step for us was to gather information. I worked with a regional economist to determine the amount of retail leakage (money being spent outside of our county). No surprises there: At $3,167 per capita retail spending, we are 45 percent lower than Walla Walla County and 67 percent lower than Benton County.
The Chamber Director, Andrew Holt, then spearheaded a tourism survey designed and evaluated by a third-party company. Among the extensive data gathered were the demographics of our tourists, as well the products and services they desire. We also executed and evaluated an informal online survey to determine the spending habits of our residents. Again, no surprise that 75 percent of those surveyed shopped for groceries in Walla Walla and 47 percent shopped online for gifts and collectibles. Tourists and residents were concerned about the lack of variety available and with the days and hours of operation.
The Port and Chamber worked to get information out to communicate the importance of shopping local. Holt organized a public presentation of the results of the tourism survey; news releases were sent to several regional newspapers; presentations were made to local organizations; informational fliers were mailed to every Columbia County home; a social media campaign was launched; and “Choose Columbia County” window decals and shopping bags were distributed to businesses on Shop Small Saturday in November. The Chamber and I continue to “make the rounds,” addressing the topic at community and business meetings and with service organizations. Our community needs to understand that when we spend locally, we create more local jobs, increase our city’s income from sales tax and encourage the uniqueness of our community by retaining our one-of-a-kind businesses. In addition, we reduce environmental impact, encourage more consumer choices and keep dollars in our community.
In fact, according to the “Multiplier Effect,” 48 percent of each purchase at local, independent businesses is recirculated locally, compared to less than 14 percent of purchases at a chain store. To me, the most important benefit of shopping locally is that we support the business owners, their families and employees, who then invest back into the community. The most valuable thing we can do is to highlight our small businesses, so customers know who they are supporting.
