A Local First Treasure Map

It’s shocking to imagine that Elissa Sangalli Hillary, executive director of Local First West Michigan, ever has a moment to rest. From organizing the locally owned business alliance’s exceedingly popular street party and distributing the group’s trademark window clings to hundreds of member businesses, to promoting the gift certificate program and arranging monthly group meetings, the energetic young woman is poised to unite and focus positive attention on the city’s locally owned and operated businesses.

Local First has doubled its membership since Hillary took the reigns a year ago. A recent survey found a full 20 percent of Kent County residents were aware of the organization, and much of that growing name recognition, according to Hillary, is exponential — increased awareness of Local First spreads the message in the community and demonstrates the importance of keeping the local economy stimulated.

This fall, the group will be stepping up its efforts to position locally owned and operated businesses in the forefront of residents’ minds with a new promotion designed to deliver the ultimate item for savvy local shoppers: A book packed with coupons for thousands of dollars of savings at Local First member businesses.

“Often times people assume locally owned shops are more expensive,” says Hillary. “We’re going to contradict this myth and also educate and provide incentives for shopping locally.”

An initial run of 10,000 books will sell for $10 a piece. The books will feature savings coupons created exclusively for use at Local First businesses and also provide valuable information on “greening” your lifestyle. All members of Local First are invited to participate in the promotion and Hillary expects most of its 375 members to take advantage of the opportunity. Start-up costs for the program are funded by a $32,800 grant from the Grand Rapids Community Foundation's Social Venture Investors. was made possible

Hillary hopes consumers will see the books as a challenge to find new shopping experiences. She imagines the idea as a treasure hunt, the books treasure maps helping shoppers learn of local businesses they might otherwise have passed over in favor of national stores. “People can take these coupons and go explore.”

Selling A Shopping Shift

The campaign is based on a similar promotion in Bellingham, Wash., a city just slightly smaller than Grand Rapids, where a study revealed an 80 percent shift in people’s shopping behaviors — away from national stores and toward local shops — after the release of the coupon book. That’s a statistic that has Local First’s members buzzing.

Rachel Zylstra, owner of Hop Scotch Children’s Store in Grand Rapids’ East Hills neighborhood, is thrilled about what this newest Local First project means for her three-year-old shop: “Just the awareness of getting people to think local first is huge.”

Hop Scotch Children’s Store features unique items geared toward natural parenting. With handmade, organic, and fair trade children’s clothing and toys, Hop Scotch, like so many other local shops, faces big competition from huge chain stores that throw big dollars into their advertising budgets.

“The biggest challenge is really marketing,” Zylstra explains. “We rely a large part on word of mouth. Any way that a bunch of small businesses can double or triple the marketing power is great.”

Of their group’s trademark window clings, Zylstra said many shoppers do inquire as to what the Local First affiliation means for the business. “The window clings are a great way to let people know our values,” she explains, “As recognition is growing, so is the value in being a member.” Over the holiday season, many customers came armed with the Local First gift certificates.

Looking ahead to this holiday season, Zylstra is anticipating additional exposure from the Local First coupon book. “People can bring in their coupon and check it out,” she says, delighted with the prospect of new traffic and people wandering though her shop.

Spending for the Community

“A great part of this is to see people think of the impact of spending money locally,” said Zylstra, who relies on the Local First member directory for her own personal shopping.

Citing farmers’ markets, busy downtown thoroughfares, and revitalized pockets of hip Grand Rapids’ neighborhoods, Hillary sees the coupon book project as another great way to get people out for what could be considered a community event. “It’s not just shopping — it’s a social thing,” she explains, “There is a growing realization that if you support local business, you keep jobs in West Michigan.”

Hillary hopes the shoppers can also feel good about spending their money within the community. “As people are stretched a little more, the coupon book is a way to make things more affordable. And you can feel good about the choice you’re making as you support one of your neighbors.”  Number crunchers in Bellingham also suggested that if just 10 percent of the spending in their town shifted from national to local business, about 1,300 jobs would be created.

“A book like this is important because it’s a way to get the message out. Business owners can share what their role in the community is,” added Hillary, noting that shopping locally keeps 73 percent more money in the community.

“And really, who doesn’t like coupons?”

Sarah Kommer, a graduate of Aquinas College, lives and works in Grand Rapids.