Going the Distance

The other day I got a call from a woman asking if we were Down on Main Street Gift Shop.

I answered, cheerfully, "No, but we are a really great gift shop, Wishing Well, and we're also on Church Hill Road."

The lady asked, hopefully, "Oh, really? Where?"

"We're in Sandy Hook, right next to Figs Restaurant," I said.

"Ohhhh," she moaned, "that's really far. Thanks anyway," and then she hung up the phone.

Far? Really?!?!? Down on Main Street is located at 14 Church Hill Road, and Wishing Well is at 107 Church Hill Road--they're both on the same street! What's more, they are only 1.2 miles apart! I must be missing something--if you are willing to drive to Down on Main Street, is it really that much more out of the way to drive to Wishing Well? The answer is, as the crow flies, it's not. However, there is a BIG distinction to where Wishing Well is on Church Hill Road and Where Down on Main Street is located. At the top of Church Hill Road where Down on Main Street operates, they have the zip code 06470--making them a Newtown business. Where Wishing Well is located on Church Hill Road addresses have the Sandy Hook zip code of 06482. Despite their proximity, the fact that Wishing Well is in Sandy Hook, means it may as well be in a different universe. For whatever reason, crossing that bridge is a big deal...

Now I'm not trying to say that Newtown businesses don't suffer during difficult economies, and I'm not bitter about my location--in fact, I LOVE Sandy Hook. Our little village is adorable, and I have the BEST support from my business neighbors--especially since I am part of S.H.O.P. (Sandy Hook Organization for Prosperity). What I am saying, however, is that we are perceived as being remotely located as opposed to an easily-accessible part of Newtown.

This perception gives Sandy Hook businesses a unique challenge in advertising and marketing their establishments. S.H.O.P. has been fantastic in this regard by organizing and promoting our area with events such as Passport to Sandy Hook, and the upcoming Halloween Walk. At Passport especially, so many people said to me "WOW! I never knew there was so much in Sandy Hook!" As great as it is to get this kind of exposure, however, the effect of these events soon fades, and when every day life returns, these same people that we "wowed" during the events forget all about us again.

So, yes, our challenge is to keep reminding everyone that we are here, that Sandy Hook really isn't that far, and that our businesses really are worth patronizing by going that little bit of extra distance. When you do come, I, for one, promise to be absolutely delirious and offer you a discount coupon. If you don't want to shop, come have a cup of tea and visit anyway--I'd love to see you!