It was an indication of just how loyal local business leaders were to Think Local First that the crowd was as big as it was for its annual general meeting Wednesday night.
It was the start of the NHL playoffs, after all, and the Vancouver Canucks were about to face off against the Calgary Flames while the speeches and schmoozing at the Atriuim were still in progress.
“I’ve got the PVR going. It’s being recorded,” laughed Brian Lowen, a self-described “playoffs slut” there on behalf of his new local “bikes for business” firm The Transit Cycle Co.
Dozens of local merchants heard more about a loyalty-card program being launched by the organization that was founded in 2012 as Shop Local Victoria to encourage locals to support community businesses.
Think Local First president Gayle Robinson, wearing an elegant black and white dress that would never be mistaken for the outdoor clothing sold at her Robinson’s Outdoor Store, was beside herself with excitement.
“It’s so great that Island Savings has stepped up to be our financial partner,” she said. “We’ve grown to 200 members now so to handle that growth means we need more financial support to do it efficiently.”
Twelve businesses are already onboard for the consumer rewards program, and Robinson said she hoped at least 50 would be participating when it’s officially launched in June.
The loyalty program is being administered by Portland, Ore.-based Supportland.com, and is a perfect fit for Greater Victoria, said Supportland co-founder Katrina Scotto di Carlo.
“It deepens the sense of community we all feel, and we get to act on it,” she said. “This is why it’s working so well in Portland [where there are 80,000 loyalty cards]. Instead of thinking of these places as cities, think of them as neighbourhoods.”
While Calgary has expressed interest in the program Victoria businesses such as Hemp and Co., Spinnakers Gastro Brew Pub and Ocean River Sports have signed onto, its launch here will be a first for Canada.
Buddies Toys owner Jane Powell said she was pleased with the non-profit society’s name change from Shop Local Victoria.
“It doesn’t build a guilt concept,” said Powell.
“Ten per cent is something everyone can do today,” added Robinson, referring to attempts to encourage shoppers to spend 10 per cent locally. “No program will be successful if it’s guilt-driven or a mercy buy.”
Dig This owner Elizabeth Cull is living proof of how the society can prompt local businesses to patronize each other.
“I found one of the surprise benefits was not just that I get more customers coming because they want to shop locally, but I get business-to-business activity,” said Cull, who refers customers seeking a florist to Poppy’s Floral Art, and vice-versa, for instance, and now buys her office supplies from Monk’s.
Victoria Mayor Lisa Helps, who joked she was going to outlaw the “Her Worship” term when introduced as such, told the crowd she was thrilled her presence this time out was as mayor. “This is awesome,” Helps said. “This is the future of the city. It represents the best of small business and the community coming together.”
Mary Desprez said the significance of Think Local First is “really huge” for someone like herself, a clothing designer.
“If you want to build community, hire your neighbour,” says Desprez, who was Belfry Theatre’s general manager for 24 years before launching High Road Clothing, her line of “high-style, high-performance” clothing made from merino wool sourced from Australia.
Kari McLay, owner of Tulipe Noire clothing, became her “agent,” laughs Desprez, who got to know her as a fellow Dance Victoria board member.
“Everybody’s asking me every day to look at lines but this line is amazing,” said McLay, whose decision to carry Desprez’s and represent it to independent stores across Canada typifies the Think Local philosophy.
“It’s about partnerships,” says Desprez. “ It’s about bringing quality products made on the Island to local stores, rather than bringing everything in from so far away.”
