After years of hand wringing, businesses in and around Broadway Avenue in Tacoma will see construction begin for the Broadway Local Improvement District project. The project will include streetscape improvements along portions of Market Street and St. Helens Avenue between South Ninth and South Seventh Street, and portions of Broadway from South Ninth Street to North Second Street. Improvements will include utility upgrades, lighting upgrades, sidewalk repair and upgrades, and a number of other cosmetic improvements. If that sounds like a good deal, consider that some businesses will not survive construction and street closures long enough to enjoy the benefits of all that sprucing up. Rather than bemoan their fate, downtown business owners are advised to start planning now. A little strategy, say experts, will make the difference between survival and demise.



The City of Tacoma’s Small Business Construction Survival Guide is a good place to look if the whole thing has you feeling overwhelmed. Several pages of recommendations gathered last year from local experts and business owners add up to one message: plan or suffer. That means opening mail and updates from the city, which will be sent regularly to each affected business owner. That also requires a willingness to work with public officials and contractors, who are prepared to offer advice and information if requested. If you have a pressing issue, call city officials and ask for help. And don’t wait until it’s a crisis to reach out.



Beyond staying in touch with city officials, let your customers know what is happening and make signs to let the public know that your doors are still open. Some of your best allies are your fellow business owners, who can offer advice, help to work on a regional marketing effort, and develop events and promotional activities that will help draw customers. City officials also suggest that business owners reach out to customers — be open and honest with customers about upcoming difficulties before they begin, rather than waiting for them to discover it themselves. It’s also important to let customers know why the inconvenience is coming, and that it will result in positive impacts, such as sidewalks without holes and cracks.



Community development professor Patrick Nehring suggests developing promotional campaigns with construction themes in “Surviving Road Construction.” Events should occur on evenings and on weekends to avoid getting tangled with construction efforts, and the message should be sent loud and clear “This will all be over soon, and when it’s done, it’s going to be really pretty.”  Business owners can conduct tours to share what kind of improvements are on the way. Any kind of marketing helps, says Nehring, and businesses are advised to step up marketing efforts of all sorts, especially to regular customers, who generally supply the bulk of most companies’ income. Construction crews also make great marketing targets. They have to eat, and might even be inclined to shop or suggest destinations to family members if someone were to reach out to them. Offer discounts to anyone covered in concrete dust or an orange vest. Construction crews take breaks like clockwork. Restaurants and bars can offer special meal deals or happy hours that coincide with break times.



Finally, don’t let construction get you down. If despair sets in, or you feel inclined to start yelling at city officials, stop. Ask questions, start planning, and reach out for help. It’s takes a village, or whatever.

Resources

Download a copy of Tacoma’s Small Business Construction Survival Guide at www.cityoftacoma.org.



Les Barnett of Bates Technical College offers free business coaching courtesy of the City of Tacoma at 253.680.7184.



Call LID representatives Ralph Rodriguez at 253.591.5522 or Dave Wurzbach at 253.591.5523.