The Town continues to look for ways to assist local businesses during this unprecedented time and beyond.  The internal Communications Team (CT) met with the Town Manager to discuss ideas and options.  As a result of this meeting, the CT recommends the reactivation of the Shop Purcellville program, with modifications to fit the current circumstances associated with COVID-19.

When the Shop Purcellville initiative was originally launched in 2013, eighty businesses signed up to participate.  The goal was to promote a thriving, economically sustainable business community and to boost Town business.  In this time of crisis, with so many area businesses struggling, it is critical for the Town to continue efforts to bring attention to the local business community members.

The basic concept of the original program will remain the same with participating businesses offering specials to customers who either present a card or mention “Shop Purcellville” at time of order and/or purchase.  In addition to the previous parameters, the CT proposes the following modifications to the original program:

1. Include and highlight local non-profits, their needs and the services they provide.
2. To increase the speed of implementation, and ensure proper social distancing, the Shop Purcellville card would be available for residents to download rather than picking up at Town Hall or at participating businesses, and emailing businesses a Shop Purcellville flyer after their registration has been received.
3. Integrate the #Purcellville Strong virtual initiative, developed and introduced by the Parks and Recreation Division

a.       Establish a regular virtual feature of local businesses by posting a video they provide about their product or service (i.e.: exercise, yoga, food prep;, owner speaking; DIY; virtual tours; behind-the-scenes tours; etc.

b.      Work with participating businesses and organizations about offering a limited time special or discount to residents on the day that business or organization is featured virtually (i.e. $ off a gift certificate, free appetizer or dessert with purchase, etc.) to help draw in customers and bring more attention to their business.  This may be applied to both restaurants and businesses (both open and closed, gift cards could be redeemed at later date).

      4. Support efforts among local businesses to share ideas (one business may have an idea that
          would help multiple others), to boost business, be a conduit to link businesses and ideas
         (web-based ideas, sales via web, gift certificate sales ($100 for $90)

Last week, staff reached out to a number of the businesses that took part in the initial Shop Purcellville program to evaluate the interest in reactivating this initiative.  They also asked the businesses if they would be interested in being featured virtually on the Town and Purcellville Parks and Recreation Facebook pages.

Proposed Program Roll Out
The proposed plan to roll out the program:

·         Update the existing Shop Purcellville webpage

·         Create an online application for businesses and non-profits to register

·         Create a Shop Purcellville sign to be printed and displayed by the businesses and non-profits to indicate participation in the program.  Signs will be emailed upon registration, to be printed and displayed.

·         Share the Shop Purcellville logo with the businesses and non-profits to add to their social media, etc.

·         As applications are received, staff will enter the data into an online directory on the webpage

·         To announce the program, the Town will issue a press release, publish information on the Town Facebook page, and reach out directly to businesses that hold a business license in the Town of Purcellville

·         The Shop Purcellville card will be available for download from the program webpage

·         Once the initial push has gone out to the business community, a press release will be issued and Facebook posts will be published to let residents know about the program

·         Reminders about the program for both businesses and residents will be posted on the Town Facebook page

·         Post a sign on the community sign board at Main and Maple

·         Work with the participating businesses to link to videos of their products, services and other informational items.  For the participating non-profits, highlights and videos of services provided and needs from the community.

Program Management

Staff will manage the program by updating the information on the webpage directory and conducting outreach to the businesses on a regular basis to gauge program use and updates to the specials that businesses offer.

Reinstating the Shop Purcellville program will complement the other ways the Town is seeking to support area businesses.  This includes the recently developed directory for businesses offering special options for social distancing as well as weekly features on the Purcellville Parks and Recreation Facebook page. It is important to note, the reinstatement of the Shop Purcellville program would be intended to be a longer-term initiative, to continue to assist the businesses after this health crisis has passed and as they continue to rebuild their businesses.