Local First Draws Consumers a Picture of Life Without Independents

As big box retail continues its onslaught on towns throughout the USA -- often dominating the local retail landscape in many cities and towns -- one local business alliance in Utah is helping its citizens envision what their communities and towns would look like if they were made up entirely of chain retail outlets by drawing them a picture. Literally.

In an educational customer brochure created by Local First Utah, a nonprofit organization launched by Salt Lake City's Vest Pocket Business Coalition that encourages consumers to patronize locally owned businesses, a cartoon by Pat Bagley takes the homogenization of Main Street USA to its satirical extreme, drawing a imaginary town where its all chains, all the time. (To download the cartoon in PDF format, click here.)

The cartoon drives a powerful message home: Anytown USA really is just "any town" without the unique charm and character of independent businesses.

The customer brochure with the cartoon "encapsulates the issue" for consumers, said Betsy Burton, owner of The King's English, in Salt Lake City, who, as a member of the city's Vest Pocket Business Coalition, helped launch Local First Utah in 2004.

The customer brochure will be an important part of Local First's "Buy Local First Week," which will run November 12 through November 20. During the week, consumers are urged to shop at locally owned business in their communities, learn why supporting locally owned businesses is so important, and earn rewards for their loyalty. Consumers will be able to find Local First businesses by looking for a special cream-colored window decal at each business.

The weeklong campaign is a statewide event, Burton noted. "We spent quite a bit of time formulating this. We have 300 businesses signed up [as Local First Utah members], and we expect to have 500 by the end of the year." By the end of 2006, she is predicting Local First will have about 1,000 members.

"Right now, the 'Buy Local First Week' is our first big public event," Burton explained. "Participating businesses have all agreed to offer some sort of discount." For example, all the locally owned, independent businesses at 15th & 15th in Salt Lake City are offering 15 percent off retail goods and food throughout the event. Local First offers a complete list of businesses offering special discounts on its website, www.LocalFirst.org.

Also during the week, Local First businesses will be handing out the brochures as well as bumper stickers to their customers, emphasizing why and how locally owned businesses add great character and economic value to their community.

On Thursday, November 17, the group will host a "Celebration of Local Ownership" at the Broadway Theatre in Salt Lake, which will include a screening of the new documentary "Independent America," a short educational presentation, and a prize giveaway from participating businesses.

The group launched the event with a press conference on Wednesday, November 2, at which Salt Lake Mayor Rocky Anderson officially proclaimed November 12 - 20 "Buy Local First Week."

Overall, Burton said that Vest Pocket's decision to launch Local First Utah was a very smart one. "I'm thrilled at the response we've had," she said. "I was one of the original Vest Pocket members, and it was easy to get businesses to join. But it wasn't easy to get the community involved."

As for what's different about Local First, Burton surmised it's just that consumers are better educated now about the economic value of locally owned businesses today than they were back in 1999, when Vest Pocket first formed. "There's been a real sea change," she said. "People used to think bigger is better, but I really do think people value community.... We're on the threshold of a very powerful movement." --David Grogan