FY 26 Budget Q&A #039: What programs currently support small independently owned retailers? Do any of these programs support marketing and promotion? If so, how much funding has been committed over the past 5 years?

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Question: What programs currently support small independently owned retailers? Do any of these programs support marketing and promotion? If so, how much funding has been committed over the past 5 years? What is the Visit Alexandria budget for retail marketing for regional visitors (within the DMV)? (Mayor Gaskins)

Response: 

What programs currently support small independently owned retailers? 

  1. Visit Alexandria: Regularly promotes individual businesses, neighborhoods and events. As part of that work, it has provided in-kind marketing support through marketing plans for Plaid Friday and Small Business Saturday, and execution of Summer & Winter Restaurant Weeks and Sidewalk Sale.
    1. Alexandria Economic Development Partnership (AEDP): Free website creation and hosting program- two of eight recipients were independently owned retailers.
    2. In Fall 2023, AEDP launched a new small business team-4 staff people, as well as small business counselors, all of whom provide direct assistance to small business, including independently owned retailers. Services offered include one-on-one counseling and workshops, connections with the local community and guidance on access to capital.

Do any of these programs support marketing and promotion? 

Yes

If so, how much funding has been committed over the past 5 years? 

It is impossible to segment out the retail portion because Visit Alexandria markets the overall destination experience collectively. Visit Alexandria’s marketing collectively promotes the entire mix of sectors that make up the overall destination experience—retail, restaurants, attractions, lodging. Visit Alexandria reported it does not market sectors separately. With that said, it has spent over $30,000 on several retail promotions including: Holiday retail (“Shop Small”, Plaid Friday, Small Business Saturday, etc.), King Street Shopping Guide, promoted shopping reel, Sidewalk Sale, and paid search related to shopping terms.

 What is the Visit Alexandria budget for retail marketing for regional visitors (within the DMV)?

FY26_039_Attachment_1

Footnote: Regional Marketing as submitted by Visit Alexandria is exclusive of the $250,000 supplemental.

 

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