Durango unchained
Saturday’s shop-local push focuses on economic benefits

SideStory: Be Local: Independent business alliance takes shape

A sign in a Main Avenue store front pushes the “buy local” message that will be the focus of Saturday’s “America Un chained” event. The annual, nationwide program encourages people to shop only at independent, locally owned businesses on that day. /Photo by David Halterman

by Missy Votel

With what is traditionally the biggest shopping day of the year around the corner, independent local merchants are getting a jump on the frenzy with an organized effort to promote buying locally.

“America Unchained,” an American Independent Business Alliance event, will land this Saturday on main streets throughout the country, including Durango’s. The annual event, which has taken place in Durango for the last few years, asks shoppers to do any business that day only at locally owned, independent establishments. Participating businesses will display the “America Unchained” logo in their windows.

The goal of the one-day event is to raise awareness about spending habits and how they can affect the local economy. According to organizers, independent, local businesses play a vital, if not often overlooked, role in community prosperity and sustainability.

“Supporting locally owned, independent businesses in investing in our future,” said Tim Wheeler, owner of the Durango Coffee Co. “You have to ask yourself, ‘Where do I get the most return on my investment?’ Independent businesses in our community reinvest dollars that the customer spends in the community.”

Wheeler said money spent at a locally owned business stays in the community longer than that spent at a corporate chain, something referred to as the “multiplier effect.” According to the American Independent Business Alliance, money spent on locally produced goods and services recirculates locally about 3.5 times longer than money spent at a chain. He said this is because locally owned businesses have more discretion on where and how to use their money, which is usually spent

at another local business or organization. “The local business owner has more decision-making power, for example, in choosing a graphic artist, bookkeeper, attorney, charitable donation or advertising medium,” he said. “They tend to make the decision to obtain those services locally, and in turn, that money goes to someone else who can use it or hopefully chooses to spend it locally as well.”

On the other hand, money spent at large corporations, other than wages and rent, often leaves the community, and even that state. “That’s just not as good as an investment,” he said. “There is a high price for low prices.”

Wheeler said although most residents already have a healthy consciousness about supporting local businesses, not all may be aware of these economic benefits. Aside from the multiplier effect, advantages can also take the form of increased sales tax revenue for parks, recreation and services. “The money is invested back into the community for parsk, services and the things we all enjoy.”

Kathy Wakeman, owner of Animas Trading Clothing Co., said shopping local businesses can also have advantages over chain or internet shopping through increased personalized service. Since buying the business, where she was a buyer for 14 years, in October, she said she has focused on increasing advertising and catering to what local shoppers want and need. “I am trying to buy more organic cotton, hemp and fair-trade clothes because I know local buyers like that,” she said. She also said she pays more attention to prices and styles in order to meet Durangoan’s

paired down budgets and laid-back tastes. “I try to shop for prices that are affordable for Durangoans. I know what it’s like to have to work three jobs,” she said. “And I try to get stuff that people really wear in town, staying away from evening gowns and sparkles. Number one for me is affordability and wearability.”

Aside from offering more personalized service, “Unchained” organizers also maintain that locally owned independent businesses lend a unique character to Durango, an important selling point for tourists and residents alike.

“I can’t tell you how many times someone who is visiting comes into the store and says, ‘Wow, this is such a beautiful town. Don’t screw it up,’” said Wheeler. “We export scenery, and the downtown and economic make-up is part of that. The mom and pops are important, especially when they’re unique. If that gets overrun by stuff that you can find on any street corner in a Big City, USA, then we lose that unique draw.”

Perhaps more than anything, though, local retailers say they would like to use the day to say thanks to their loyal supporters.

“The local community, that’s what keeps us going,” said Wakeman.

Wheeler agreed, adding that sometimes, shopping beyond Durango is inevitable. “If you’re getting poor service or what you want isn’t available, then you have to make that choice,” he said. “This isn’t about guilting people, but appreciating those who buy local and spreading the word.”

To that end, he will be serving up free coffee at Saturday’s Farmers Market – with a catch. “You need to answer a question about why shopping local is important,” he said. But, he noted that those who haven’t done their homework need not despair. “We’ll have a pretty generous grading curve.” •