SHORELINE — It’s a good thing the phrase “shop in Shoreline” has a nice ring to it. Residents will be hearing it much more often in the next few months.
While construction continues on a one-mile stretch of Aurora Avenue North from 145th to 165th streets, city staff are working to help promote businesses on the stretch of highway, many of which have experienced a decrease in sales.
Funding in the amount of $50,000 has been identified in the Aurora Avenue North construction project budget for promotion purposes to help mitigate some losses for businesses in the area.
“This is the product of a large collaborative effort,” said economic development director Tom Boydell of the proposal, “It is only an initial plan; we welcome a lot of conversation with Council, staff and the business community.”
It is important to begin immediately, said city manager Bob Olander, who added that it is important to save some funding for the end of the roadway construction project, to help attract patrons back to Aurora Avenue North.
The 10-month promotion is slated to start this month. Boydell said the first steps will be to set a budget for newspaper ads in June and July and to buy a few months of radio advertising as well as initiate direct-mail coupon packets or flyers, which may be a partnership with the Shoreline Chamber of Commerce. The three action items have been identified with a budget of $10,000, he said.
In developing the proposal, Boydell explained what has been successful in past efforts, specifically the North City Business District Promotion. This effort included a “Walking Murals” art project, advertising in newspapers, a business directory and celebration events.
After visiting with business owners and attending “walkabouts” during which Council members and city staff visit businesses once a week, Boydell said most business owners feel it is important to encourage patience through positive messages and to provide tips to residents for how to access businesses. Business owners also indicated it is important to remind people what goods are available on Aurora Avenue North.
“In response to what we’ve heard and the various ideas that have come up we have some wonderful, very creative ideas,” Boydell said. “It is a real mix of everyone working together.”
There are two major objectives, he said, the first of which is to encourage visitors and shoppers. This can be achieved through radio and newspaper ads as well as direct mail to households. The second objective, he said, is to support a publicity campaign, which is an area that Forward Shoreline has ideas of how to implement. This can be achieved through direct conversation in the community, he said, about businesses helping businesses. Favorable publicity also can be spread through opinion pieces in newspapers and speeches at Rotary clubs. Perhaps a Web site and e-mail also can be utilized, Boydell said.
“The first effort can be implemented mainly through tools and the second is more of a grassroots effort,” he said.
Councilwoman Cindy Ryu encouraged the use of existing Shoreline organizations such as the Chamber of Commerce and suggested a partnership to produce a business directory.
Deputy mayor Maggie Fimia said it will be important to put faces on the businesses, so shoppers realize that owners are people, individuals and families. She also suggested establishing a Web site where people can find select items in Shoreline.
Mayor Bob Ransom said he is encouraged that the Chamber of Commerce and Forward Shoreline are included in promotional plans. He also requested that councilmembers have input during the planning process.
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