Merchants devise a plan to keep business flowing during construction.
It often feels like Christmas in July for mountain town businesses when refreshing high country temperatures lure locals and tourists to Flagstaff’s historic downtown.
“There’s a reason summer seems so vibrant and hectic,” said Lisa Lamberson, owner of Mountain Sports Flagstaff and Bright Side Bookshop, both on North San Francisco Street downtown. “We see sales that rival the busy holiday season, and it’s a crucial period for the survival and success of any independent business in Flagstaff.”
However, this summer, circumstances have threatened to put a damper on that holiday vibe for downtown merchants and restaurateurs. The City of Flagstaff began a construction project, running from July 22 through Sept. 20, along Aspen Avenue, a main downtown thoroughfare.
“The Aspen Avenue overlay project and associated sidewalk and corner ramp repairs, is very needed and the resulting improvements will be a great enhancement to the downtown area,” said Flagstaff City Manager Greg Clifton. “While construction is now happening, please know that our downtown community is indeed open for business.”
The work on Aspen Avenue “is part of the city’s annual Road Repair and Street Safety (RRSS) program,” said Public Affairs Director Sarah Langley. The program was approved by Flagstaff voters in 2014, with Proposition 406, and paid for with a $100 million, 20-year dedicated sales tax.
“We, the downtown businesses, were caught off guard without notice of any construction and closures on Aspen Avenue,” said photographer Shane Knight, owner of Shane Knight Gallery on East Aspen Avenue. “I learned from a friend who watched the news coverage airing on TV in Phoenix. I received the official start from the project manager two hours after it started with them cutting concrete in front of my store.”
With a rallying cry of, “Keep the Heart of Flagstaff Beating: Shop Downtown During Construction,” and led by Knight, a collective of business owners met July 25 at his gallery to come up with creative solutions. Their goal: to launch a collaborative advertising and promotion campaign.
Participating businesses are Mountain Sports Flagstaff, Bright Side Bookshop, Mozelle’s Bakery, Flagstaff General Store, Shane Knight Gallery, Petit Marché, Shoes & Such, Weatherford Hotel, Incahoots and the Old Town Shops, which include Mix, Sage Brush, Basement Marketplace and Black Hound Gallery.
Natasha Greenhalgh, owner of Petit Marché on East Aspen, spoke about the challenges for her bakery, coffee shop and grocery store. “We are a grab-and-go concept with patio seating only, so the sidewalk and road construction will definitely have an impact with people having limited access to our business. And on days that our block is specifically affected, our guests will have nowhere to sit and eat or enjoy their coffee.”
Also attending the meeting was Hunter Hebert, the new executive director of the Downtown Business Alliance (DBA), the nonprofit organization dedicated to the promotion of historic downtown Flagstaff.
Hebert, who has specialized in revitalizing downtown areas, said it is “truly inspiring” to see the business collective come together with “strong camaraderie” to address “the unique challenges of a walkable urban environment.”
Hebert detailed the planned marketing strategy: utilizing traditional advertising through local media channels like Flagstaff Business News, KAFF News, Flag Live and Arizona Daily Sun; boosting engagement through cross-promotional social media posts; and leveraging the DBA’s digital marketing capabilities for targeted email blasts and social media updates to keep the community informed.
Other ideas brainstormed by the group include the use of sandwich boards and balloons to draw attention to shops, a creative scavenger hunt or coupon grab, and possibly a block party, which might prove daunting as heaving sidewalks are replaced and the street is taken down to dirt level for resurfacing.
A few of the merchants will also be offering $1 off each purchase, which would help defray costs associated with parking. “Visitors simply need to ask about the $1 off when they come in,” Lamberson said. “If patrons take advantage of multiple store offers, visitors will be able to spend multiple hours downtown enjoying free parking.”
Shoppers will also be encouraged to use routes other than Aspen Avenue to enter the downtown area, such as San Francisco and Leroux streets and Cherry Avenue.
Should there be any temporary disruptions to access, shop owners are considering using cheerful “Pardon Our Dust” signage, to clearly send the message that shops are still open.
“The Department of Public Works has assured business owners that any access issues will be promptly addressed and will not impact planned events like First Friday Art Walk or NAU Parents Day,” Hebert explained.
The main focus of the merchant campaign is to highlight the unique goods and services that each business offers and encourage locals and tourists alike to brave the dust and disruption and continue to shop and dine downtown.
City of Flagstaff representatives plan to meet with the downtown business community regularly to provide project updates and hear feedback from businesses.
Hebert said the DBA will hold a stakeholder meeting at 8:30 a.m., Aug. 28, at the Drinking Horn, 108 E. Route 66.
Lamberson is optimistic about August and September. “We’d love the community’s support and awareness during this construction period. We encourage everyone to continue visiting downtown and not avoid our businesses.”
“We appreciate the city’s work to beautify downtown and make it safer for all, but it will be a challenge to keep business strong during that time,” said Greenhalgh. “We appreciate the business community on Aspen and are excited to offer specials, free parking and other perks to guests if they are willing to help us all keep downtown’s heart beating during this time!” FBN
By Betsey Bruner, FBN
Courtesy Photo: Sidewalk and road construction work during the busy tourist season has downtown businesses offering incentives like $1 off parking for shoppers and diners.