As local business associations seek to attract more shoppers and revenues to their communities, they have big plans for the future including continuing to host large community events and, in the case of La Grange, hoping to update its website and debut a phone app.
The La Grange Area Business Association, which in April 2011 hired a full-time director, is asking the village to increase its financial support over the $37,000 a year currently provided. The LGBA is asking for a one-time $20,000 contribution to update its website and for an additional $30,000 for enhancing marketing and promotional events.
Meanwhile, the Western Springs Business Association will continue to rely on the $10,000 a year it receives from the village of Western Springs and will remain run mostly by volunteers, even as it plans for one of its largest events, the Gathering on the Green, in June.
Philip Fornaro, president of the LGBA, said the association needs $20,000 to help it better connect with people using new digital formats.
“This is a one-time expenditure for technological improvements to enhance the experience for a next generation of consumers who are mobile and whose primary means of accessing information is on line and through social media,” wrote Fornaro in his request to the La Grange Village Board.
The LGBA, which organizes events throughout the year including Restaurant Week, the Pet Parade, the La Grange Farmer’s Market and the Art and Craft Fair, also wants to do more promotional events. In addition to the $20,000 it is seeking for technological updates, it is asking the village for $67,000 to support and advertising and marketing campaign to brand La Grange as a destination for shopping, dining and business. It also wants to attract more foot traffic by broadening the reach and appeal of the Farmer’s Market.
If the Village Board approves the funding, it also plans to use the money to help retain businesses by bringing in trainers to educate business owners about pitfalls that can lead to business failure. It wants to improve the functionality of the LGBA office by turning it into more of a visitor information center.
Fornaro suggested that the association and the village might reduce the cost of improving their websites if the village also would improve its website.
The association also has a goal in 2016 of launching a La Grange app that would link all La Grange businesses and market them in a digital format for mobile devices.
“We need to get even more involved in social media and apps. This will pay dividends for the LGBA and residents,” Fornaro said.
Fornaro said the business association has increased membership by 25 percent over the last two years and wants to increase it by another 10 percent this year.
He said the association appreciates its partnership with the village, but needs to do more with the village’s financial input.
“I emphasize that in order to move forward in a very competitive business climate we will have to rely on the village for more financial support,” he said.
In Western Springs, Mark Ptacek, president of the business association, said his association has no plan to ask the village for additional funding. The Gathering on the Green will continue to be run by volunteers.
“When it comes down to putting on events — that’s member driven,” he said.
The Gathering on the Green, which will be held on June 10, will showcase local businesses.
“The restaurants, it’s big for them because they’re selling food. For nonfood-related businesses, they’ll have tables, too,” he said.
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