Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: WEDNESDAY, November 24, 1993 TAG: 9311250361
SECTION: CURRENT PAGE: NRV-2 EDITION: NEW RIVER VALLEY
SOURCE: By PAUL DELLINGER STAFF WRITER
DATELINE: PULASKI LENGTH: Medium
The Pulaski Business Alliance also discussed its relationship with Pulaski Main Street Inc. and decided to continue with the alliance as a committee of the organization. This allows the alliance to take advantage of Main Street's tax-exempt status.
Some of the merchants in the alliance had expressed concerns over whether they or Pulaski Main Street had control over money they raised to promote downtown Pulaski. Alliance Vice President Paul Etzel said the alliance controls any funds it raises.
In fact, Etzel said, ``the majority of the PMI board is made up of alliance members.'' So the alliance can control, in effect, spending for the Main Street program as well as its own.
``We have not utilized our power or our clout,'' said Etzel, who is one of the Pulaski Main Street board members with downtown businesses. ``But in order to do that, we have to be solid as a group. We have to pre-plan.''
He suggested re-directing some of the money advertising downtown businesses toward local and area residents rather than concentrating on the tourist trade.
Pulaski Town Council voted 4-3 last week to provide $37,862 in additional funding for the Main Street program.
``The PMI board is going to have to decide how it's going to be spent,'' Councilman Nick Glenn told those at the alliance meeting, adding that it could be redirected toward a more local customer base.
``I'm hearing that from more and more merchants,'' he said.
Councilman J.R. Schrader, who also attended the meeting,
said arrangements already have been made for advertising in some of the regional and national publications aimed at visitors.
``The funds going to PMI is not a forever thing,'' Etzel said. It will eventually be up to the merchants themselves to sustain their advertising, he said, which could be difficult ``unless we can develop a reputation in the surrounding area.''
Sonny Gibson said Main Street Executive Director Roscoe Cox should continue recruiting new business for Pulaski as he has done successfully since taking the job more than a year ago. But, Gibson said, advertising decisions are the role of the alliance. ``We need to have that clear in our minds if we're going to stay a part of PMI.''
Marlys Flynn was elected as the new alliance president, succeeding Janette Stephens who has been unable to attend meetings for several months. Etzel, who has been chairing meetings, did not want to be considered for the post but said he was willing to stay on as vice president.
Etzel said there are other businesses, like his Renaissance Restaurant, that depend more on local advertising. He said the alliance members on the Main Street board would have to decide on the advertising mix rather than having Cox decide independently.
It also is necessary to consider the return on the larger investing that tourism advertising requires, he said. ``If it costs you $10 to get a customer into your store and the customer spends $5, your advertising dollars have gone down the drain.''
Larry Thomas was unsure the alliance could get together on a spending plan when its members have been unable to decide on joint operating hours for the holiday shopping season. ``We have tabled shopping hours four or five times,'' he said.
``In that case, as a group, we have to start acting a little more professionally,'' Etzel agreed. ``We should think now of what we're going to do in January and February.''
Alliance Secretary Debbie Jonas suggested a discount program of perhaps five percent to attract customers. Discount certificates will be available at the Renaissance and merchants displaying discount participant signs in their windows will offer discounts of five percent or more on merchandise.
Gibson noted that another alliance initiative that has not been followed up is expanding membership beyond the downtown area.
Etzel said these and other initiatives will be followed up now that the alliance leadership issue is settled.
Etzel reminded members that they had pledged support for the Pulaski Jaycees' Winterfest parade held downtown Saturday but had not provided much of it yet.
Jaycees President Terri Fitzwater said the parade ended up costing the Jaycees $1,072 but only $75 in merchant donations has been received. If no more comes in, she said, the Jaycees will have to cut about $1,800 from their children's Christmas shopping tour.
``On a positive note, the parade was great. But on a negative note, we aren't going to be able to do it next year if we don't get the support,'' she said.
Parade contributions which will now go to the Jaycees' Christmas program for children can be sent to the Pulaski Jaycees at P.O. Box 1617, Pulaski, Va. 24301.
by CNB