The BIA’s Passport to Shop and Win Christmas promotion was generally regarded as a win for downtown retailers this past holiday season, with many retailers reporting positive — if unquantifiable — results.
The program, which started on November 1, had approximately 40 retailers participating, and ran seven weeks. It encourages shoppers through a card stamp program (one stamp per $10 purchase, or full card per $100) that then allows them to become eligible for a prize draw (up to $1000).
“I think it did pretty well,” said Nick Morgan, sales manager at Corsa Cycles. “I’ve already seen Downtown Dollars come into the shop. I think most locals were in on it. Morgan added that the holiday season was a busy one for his shop, and felt that was case for most downtown retailers this Christmas. “Seeing a lot of people shopping locally, which is always good to see, the downtown core was busy.” If he had any criticism it would be to see more promotion of the program. “Maybe it could use some more marketing, more signs.”
BIA president, Edward Archibald, said the BIA was, “Thrilled with the turnout for the 2017 Passport to Shop and Win program,” which the BIA have been running for the past ten years. It is part of the ‘Shop in Downtown Squamish,’ initiative and according to Archibald, “A right of passage for the Christmas shopping season in Squamish.” He added, “With the sheer volume of inquiries and number of shops that needed to be given more cards to cover demand, I think speaks volumes to the success of the initiative for 2017.”
Although not all retailers felt the BIA’s initiative was the best route to promoting downtown shopping.
“I haven’t taken part for the past four years,” said Sheila Clark, owner and proprietor of the Eclectic Circle. I just feel it’s more beneficial to my business to run my own lottery promotion, it’s also more fun.”
That said, the BIA is looking at expanding and encouraging the initiative further for 2018.
“Our board has a number of ideas, including bringing more digital and social media into the fray for 2018,” said Archibald. He noted that the BIA is currently in the process of hiring a new executive director, which he says, will ultimately breathe new life, new ideas, and new initiatives into the BIA’s programing for 2018, and presumably beyond. That role is expected to be filled by March.
