Lombard promotes shopping at downtown 'hidden gems'
Lombard's downtown promotion organization is jumping on the bandwagon of a national effort to support independently owned businesses with an event Saturday designed to introduce shoppers to the area's “hidden gems.”
During the first Hidden Gems of Downtown event, shoppers who visit any of four downtown businesses — Bricks Wood-fired Pizza and Cafe, Morning Star Books and Gifts, Park Avenue Cleaners or T's ‘n' Taps Smiley Dyes — will be rewarded with a raffle ticket for possible prizes from Lombard Town Centre.
The downtown organization is modeling the event on the 3/50 Project, which encourages people to support three favorite local businesses by spending $50 a month at each shop.
“We need to keep this idea of making your dollars work locally in the public eye as much as possible,” Karen Stonehouse, Lombard Town Centre's executive director, said.
Such local spending keeps more money in the community — $68 out of $100, compared with $43 out of $100 from spending at national chains, according to the 3/50 Project.
“We're trying to get people aware that when they buy local or spend in small mom and pop stores that they're actually putting money back into their own pocket,” said Kim Cotton, a Lombard Town Centre member who owns Feel Good Hair downtown. “Somehow or some way the money goes back into the community.”
While the 3/50 Project encourages shoppers to choose three local businesses to support each month, Lombard's Hidden Gems of Downtown series will highlight four shops during three events this year leading up to Small Business Saturday.
The village's downtown can be divided into quadrants around the intersection of Park Avenue and St. Charles Road, so one restaurant, salon or other retail store from each quadrant is likely to be featured each time.
“When you highlight one of these small businesses, it just puts the focus on it and lets people get to know that one,” Stonehouse said. “Pinpointing one can pique the interest of different people depending on what they're into.”
Chris Regan, owner of Morning Star Books and Gifts, a shop selling Catholic jewelry, art and sacramental gifts, said the store will offer a 10 percent discount to shoppers who have visited the other three highlighted stores, and will dole out a second raffle ticket to anyone who makes a purchase. She'll also set out coffee and refreshments for hungry shoppers.
While four shops will be the center of attention at each Hidden Gems event, Belinda Mahon, a Lombard Town Centre board member who owns Sweet Street Candies and Goodies, said the activity also offers a chance for area residents to get acquainted with the entire downtown area, including several new shops opening this spring.
“We're hoping people that maybe haven't been downtown in a while will take a look and see some of the stores we're featuring,” Mahon said. “People can talk about how to make Lombard better, but this is a very small way for them to actually make it better — come and shop.”