Importance of community
Competition isn’t what it used to be. These days for many businesses it’s not just how to get ahead but how to survive.
Small business owners have come to understand that in the age of monolithic retailers such as Amazon and Walmart. And the COVID-19 pandemic only accelerated the dominance of click-and-buy-anything operations.
Many mid-sized businesses, including this one, have partnered with others to maintain a strong product during challenging times.
Restaurants, too, have found magic in the COVID-era outdoor dining rage, such as Arlington Alfresco. Having outdoor dining along the streets of downtown Arlington Heights creates a festival atmosphere that draws plenty of diners.
Privately-owned businesses of all stripes have come to appreciate the value of shared marketing and cross promotion.
In her report this week, writer Elena Ferrarin looked at how it’s not just business associations such as chambers of commerce, downtown business associations and convention and visitors bureaus that create a kind of business community but business people themselves.
“I am seeing a lot of collaboration in trying to attract new customers,” Jennifer Johnson, executive director of Main Street Libertyville, told Ferrarin. “I think the more ‘out of the box’ you go, the more opportunities there are.”
Christine Fenne, managing director of AlphaGraphics in Wheaton, has noticed small businesses and are getting together (sometimes with nonprofits) to expand their individual reach to build exposure and new audience.
You’ll see that at Christmastime in downtown Woodstock, where businesses that surrounding the town square are happy to make recommendations for other shops.
Libertyville’s Johnson said small businesses are creating “experiences” to draw more patrons in.
Rich Wagner, owner of Rediscover Records in downtown Elgin, understands the importance of the business “community.” During Record Store Day on April 20, Wagner had pastries on hand that he purchased from a nearby coffee shop. The coffee shop, in turn, promoted his store and Record Store Day.
“We’re all here to help each other,” Wagner said.
Lisa Gilbert, the executive director of the Schaumburg Business Association noted that organizations like hers can help businesses come together, find grant money and more.
“Anything you can do to help business owners save on time and get the results they need by making the connections and the introductions is crucial,” she told Ferrarin. “Having an invigorating community to bounce ideas off and to grow creates a lot of opportunity.”
No man is an island, and in that vein businesses that work together create something greater than themselves.