Season of Green

By doing the unexpected, Karen Stoeckley can expect great things.
Stoeckley owns The Eagle’s Nest, a restaurant, winery and bed and breakfast in Louisiana. She’s also president of the Louisiana Chamber of Commerce.
Like many merchants in smaller communities, Stoeckley has searched for ways to encourage shoppers to spend more dollars at home.
She and others have found that rebuilding the connections that once tied people to their communities is essential in building a relationship between businesses and customers.
“Smaller communities need to get their local populace to recognize the overall value of buying locally,” Stoeckley said. “In some communities, that’s not possible. But if people would take a good hard look at their local merchants, they’d be surprised what they could find.”
A contributing factor to the renewed interest has been high gasoline prices. While the cost is now dropping, the impact has forced many families to reconsider their shopping patterns.
“I think people are saying ‘Let’s think about our local community,’” said Vanessa Forrest, executive director of the Paris Area Chamber of Commerce. “People are thinking ‘If I do have any extra money, let’s spend it here.’”

Santa cause
The holiday arrival of Santa Claus gives many communities a chance to showcase local businesses.
The Palmyra Chamber of Commerce holds special promotions, a lighting ceremony and offers gift certificates to be spent in town.
“We know there’s the pull of the shopping centers in other towns,” said Mark Cheffey, chamber president. “We want to keep people here as much as possible. We try to make people aware of things they can shop for here.”
Many times, Stoeckley said, buyers aren’t aware of the variety businesses offer. She points to a local auto parts dealer that also stocks tools and an office products firm that has art supplies.
Paris is spreading the word about its retailers with the first-ever “Christmas on Main Street” on Dec. 6.
The event includes a parade, special store hours, a breakfast with Santa and a soup luncheon. Previously, activities were spread out on the calendar.
“We’re trying something new,” Forrest said. “We need to be more pro-active on attracting new businesses and helping our existing businesses.”
Friday’s Winter Wonderland festivities in Louisiana will attract hundreds of spectators to the downtown area. The community also recently revived its Buy Local Committee.

Shared burden
The responsibility to shop locally isn’t just on customers.
Stoeckley said retailers must price items “fairly,” offer superior customer service and “be as diverse as they can” in their merchandise selection.
“You must give the customer more than they expect,” she said. “If you’re just giving them what they expect, you’re done. They can get that elsewhere.”
Cheffey admits keeping ahead of the curve is tough, but says it can be done.
“You have to be an entrepreneur and come up with an idea,” Cheffey said. “Those don’t grow on trees.”
One innovation Stoeckley tried has met with success. A month ago, her restaurant started offering a “bottomless pasta bowl” promotion from 4:30 to 7:30 p.m. Sundays.
“It has gone so well,” Stoeckley said. “People are loving it.”
Stoeckley also makes sure her wine shop offers lots of accessories or gifts, and keeps her ears open.
“We don’t try to do all things for all people, but we are listening to our customers,” she said.

Level playing field
In many ways, technology has equalized things.
Businesses that used to sell products more cheaply have found that customers have other options, including the Internet.
The trend has given smaller retailers a big advantage, because they can often offer better customer service.
“What the local merchants have that the big box stores don’t have is personalized service,” Stoeckley said. “You can wait in line a half-hour at a big box store.”
Some like the convenience of catalog or Internet shopping, but many say they still enjoy the store experience.
“I don’t like posting information over the Internet,” said Randy McNeal.
“I’m more the instant-gratification type,” said Lisa Ellis. “I want to get it and go.”
Forrest says the hard work is paying off.
“We are getting some new businesses in, so we’re positive about the future,” she said.