Townsman, 1991-04, Page 8blue jeans, showed Seaforth precisely
in the middle in the overall cost of 25
items.
Shoppers told researchers they went
out of town looking for more variety
than they could get at home. Most of
those who were going out of town
were doing it on Fridays and Satur-
days. On the positive side, the
researchers discovered that one mil-
lion cars travel through the main cor-
ner of Seaforth every year, providing
a huge potential clientele for the town.
Once the information was gathered
the first step for Tom Lemon was to
get the people and resources of the
community organized to attack thc
problems. The usual way a small
town main street functions is for
everyone to be busy promoting his or
her own business but for the commu-
nity as a whole to sit back and wait
for things to happen. As part of their
training, main street co-ordinators
were taught people must be convinced
they can make a difference if they get
involved.
The second in the four-step Her-
itage Canada plan is marketing, mak-
ing use of the information gathered by
the resource team. The Main Street
programmmc tries to focus the atten-
tion of the core -arca business commu-
nity on the need to be more
competitive. The main competition
for main street businesses in any town
is thc city shopping mall but it's an
unfair competition. Large malls have
managers to promote the mall and ten-
ants must sign leases that commit
them to take part in joint promotions.
Main streets arc populated with indi-
viduals operating on their own who
may or may not be willing to co-oper-
atc in joint promotions. Even if thcy
do, there is no one to carry out the
work. The Main Street Co-ordinator
provides the resource to be able to
pull it all together.
Catherine Vida's office is far from
glamorous, tucked away in a back cor-
ncr upstairs at the Scaforth town hall
but it's an important part of the
changes that have come to Scaforth.
It's the the centre of efforts to keep the
momcntum going'in Scaforth after the
Main Street programme officially
ended in the fall of 1989. "The bottom
6 TOWNSMAN/APRIL-MAY 1991
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