October 28, 2020 | 2020 Great American Main Street Award Semifinalist Spotlight: Kendall Whittier Main Street |
Kendall Whittier Mercado is a multi-cultural artisan market where shoppers can find unique handmade jewelry, clothing, shoes, blankets, baskets, original art & crafts, and much more. Credit Kendall Whittier Main Street
On Oct. 30, we’ll announce the three winners of the 2020 Great American Main Street Award (GAMSA). In anticipation of the big reveal, we’re highlighting one GAMSA semifinalist per day on our blog, Facebook, Instagram, and Twitter from Oct. 20 -29. We’ll not only spotlight their impressive efforts from previous years, but we’ve also checked in with each community to hear about how their downtowns have been impacted by the pandemic, how their programs have responded, and advice they’d give to other Main Street communities.
Kendall Whittier Main Street • Tulsa, OK
Year Founded: 2010 | Population: 400,699 | Square Blocks in Commercial District: 8
With lively restaurants, breweries, art galleries, and retail lining the streets of Kendall Whittier, it’s hard to believe this district had a 65 percent vacancy rate just 10 years ago. After an eight-lane highway bisected Kendall Whitter in the 1960s, this once-thriving shopping district hit hard times. But since 2013, 36 new businesses have opened, and 292 jobs have been created. With people-centered transportation projects, affordable housing initiatives, and events that reflect the diversity of the community, Kendall Whittier has seen progress without marginalization. Their revitalization has made a it a model for other Tulsa neighborhoods and sparked a citywide Main Street program.
Keep reading to hear from Kendall Whittier Main Street’s Executive Director, Jessica Jackson Seay, about how the Main Street program has pivoted since the pandemic.
How has COVID-19 affected your district?
It's been hard, but we're pulling through. From Day 1, we set a goal to ensure no business shuttered for good due to the pandemic. Our focus this year has been to assist survival. (So far, our goal is intact. Two have sold their business to new owners, but the business itself is still around. We've also had new businesses open!)
Immediately, we started shifting gears to help communicate what individuals businesses were doing to protect customers, but within a few days, the city shut down. Then, we began sharing information on best practices, building e-commerce, and federal and city relief opportunities. We also did an #ilubkdub campaign where we highlighted a different business every day for three weeks. We posted about them and how folks could support them THAT DAY even though they were closed (buy a gift card, order online, write a review, like them on social media) and then asked people to share their favorite thing about the business. We then shared those responses on our Instagram and Facebook stories. Communication was at an all-time high as the Executive Director gathered, condensed and disseminated key information to businesses.
Some businesses have fared better than others. Many pivoted to stay on top of things - such as a local restaurant and deli beginning to sell more and more grocery items for curbside or a bookstore creating an e-commerce website and starting virtual book clubs.
Describe one of the ways your program has responded to those effects.
The most proactive way we responded, however, was the Rent Relief Program. As we learned more and more about federal relief and programs, it really wasn't always helpful for our businesses. "Small business" relief was designed for businesses with hundreds of employees, not necessarily locally-owned and operated businesses with no employees. Loans were not ideal for businesses who were still in debt from opening, even if they seemed sure to be forgivable. Property owners (also local!) started losing income as they gave breaks to business owners in April. Our Rent Relief Program was our solution to support the local businesses and ensure property owners were taken care of as well. For three months (May, June and July), we ran the Program. Raising $31,050 from the Grills Fund for Main Street Revitalization, local foundations & grants, and private donations, KWMS was able to give out $36,200 in rent relief. The program paid for rent up to $1,500 for businesses who applied, paid directly to the property owner. This offered relief to business owners, who could focus their energy and finances on other aspects of the business, such as web development, social media campaigns, new merchandise, sanitizing supplies and PPE or paying other bills. In the first round, all 14 businesses were supported in full. The next month, 13 businesses received aid, either full (for new applicants) or half (for previous recipients). The third round, four businesses (new applicants) received full aid.
What is one piece of advice you would give to Main Streets struggling to pivot in the time of COVID-19?
Remember: Without your business and property owners, you don't have partners...and you don't have a product. Find out what they need and then find a way to give it to them. Make them your priority (as long as you can pay your bills, too!) and things will fall into place. They'll remember you when the time comes.
I'll also say that I struggled emotionally several times during the pandemic, saddened and concerned about the businesses. I had to start working from home because being in the district when no one else was was too depressing. I was concerned businesses would close for good, that I was helpless to stop it. Those feelings are normal. Feel it, and then lean into the parts of that concern you aren't helpless to fix and get it work.
Follow Kendall Whittier Main Street on social media to keep up with their efforts:
Facebook: @VisitKendallWhittier
Instagram: @VisitKendallWhittier
Join us as we announce the GAMSA winners on Oct. 30 at 12pm EST during a special Main Street plenary at PastForward, the National Trust for Historic Preservation’s digital conference. The plenary is free to attend but registration is required! Tune in to the awards ceremony by registering for the session via Zoom or the PastForward site. We will also be streaming the ceremony via Facebook Live.