WEHO LOVES LOCALS is a program sponsored by the City Council to promote local business. The Council allocated $300,000 to the implementation and marketing of the program.
Jeff Morris, Tom Kiely and the Visit West Hollywood team took on the responsibility of administering the program, and its outreach to local businesses and residents. You have probably seen some of the ads, one of them is on our top banner. We are running the ad above on our top leaderboard for free this month and until the end of the year to support the program and its outreach.
Despite the aggressive marketing budget, billboards, social media, and other avenues of outreach the program has had limited success. There were only 50 plus businesses participating and at our last meeting. I suggested stronger outreach from the board, direct to the businesses because the programs benefits are limited. At my shop BlockParty we have had a total of 1 person asking for the extra discount. Too many businesses do not participate, too many residents are not aware or are not taking advantage of the specials. Like many programs the cost goes to overhead and marketing.
Introducing a future way to love locals. A WehoCoin is a voucher that can be used at any business. Instead of paying $300,000 dollars for a program that is not generating revenue, or savings for the residents WehoCoin would have cash value and be DTC, direct-to-consumer. (direct-to-resident)
WehoCoin could be accepted at all participating West Hollywood businesses. The city would include the marketing in its mailings. It’s a bonus for residents the City can sponsor. The concept would put cash in the pockets of residents to spend locally. Each participating business could tailor the terms of use. So now what.. how does this ‘coin’ or ‘voucher’ turn into real money.
If you like the idea this far, – per say a 20 dollar voucher to each resident to spend at a local business.. then the only question is how the business exchanges those ‘coins’ for real tender. Trying to find a way to hit the goal is first, and we can back into the logistics. We can overcome the logistics if residents are utilizing these ‘coins’ and businesses are seeing the program work. Can you imagine our biggest problem is too many WehoCoin’s?
West Hollywood residents, first and foremost, deserve the opportunity to taste the many amazing new restaurants and businesses evolving in our city. Surcharges have taken the place of transparency. Many residents do not, or can not afford to shop in WeHo. The concept behind the Weho Loves Locals program is to engage the community. It has to be more than a billboard or a social media ad. We can kick this program into gear if we can figure out how to put cash in residents pockets to spend at our local buinesses.
The idea needs polish, all are welcome to put their ideas forward. How do we turn a campaign pitch, ‘im for small business’ into tangible benefits that support our residents, and our local business community.
In the age of NFT, bitcoin, and so many tokens the WehoCoin, is an idea to ponder for the future. But somebody else may have already ‘coined’ this concept. A search on Go Daddy for the domain ‘WEHOCOIN” is fetching over $10,000.
Perhaps you missed it, but the era of the NFT is long gone. ICOs have become the very definition of shady. There is still value to the premier coins, but the negative connotations persist. It would behoove the city and the program to avoid ANY association with this market.
They mean well but 10% on Tuesdays type deals are not “big deal” enough.
Good way to promote local businesses and involve the public. We have lots of expensive programs and events that have very limited impact and/or participation so a little outside the box thinking is in need.
I live close to La Brea and shop outside of Weho. It’s east to hollywood north to sunset or south to melrose or beverly for me. The prices in Weho food places are ridiculous.