LAWTON – Expanding sales and developing new customers for area businesses is the focus of the Grow the 580 program initiated by the Lawton-Fort Sill Chamber of Commerce.
Grow the 580, which was named for the 580 area code and the many businesses within those geographical boundaries, centers on the purchase of gift cards that can be used at participating merchants. Residents can buy as many gift cards or certificates as they want in increments of $5, $10, $20 and $25. Shoppers can redeem the cards at the participating businesses, which later receive cash payments from the chamber office.
“It’s all about keeping the local shopping dollars in this area code, especially as the holiday shopping season begins,” said Krista Ratliff, the chamber’s president and chief executive officer.
Ratliff emphasized the chamber will pay the participation fee that businesses normally do when gift cards are used.
“With the pandemic hitting, buying gift cards has exploded,” she said. “Small businesses have been hit hard by this because all of the bigger retailers are getting this type of business. These (Grow the 580) cards can only be used at small businesses.”
More than 1,100 gift cards were purchased from Nov. 9-13, Ratliff said, and more than 10 businesses have signed up for the program.
“It’s been a crazy whirlwind,” she said. “It takes a little longer with the businesses because we have to get them signed up and that requires some personal visits.”
Mike O’Malley, the new owner of Cache Road Liquor, said he hopes to gain new customers and support other small businesses with the campaign.
“I believe strongly in shop local, especially when wine was allowed to be sold in grocery and convenience stores.
We want to get more exposure with this and turn it into a way to grow our customer base,” he said.
O’Malley, who was manager of Cache Road Liquor for 15 years before buying it, said he’d be happy to receive $200 a week in Grow the 580 gift certificates.
“That would be great,” he said. “But the more the merrier.”
The gift certificates are for one-time use only and can’t be spread over multiple stores, Ratliff said. The dollar amount on the certificates can be increased by calling the chamber office if a shopper wants to purchase a high-ticket item like car tires or a television set.
“We’re hoping it’s well received, and people will use it as a gift choice for the long term,” the chamber president said.
The gift certificates are also designed to be used as thank you gifts for an employee’s birthday or as work anniversary rewards.
“Our large employers spend 2-3% of their payroll on holiday gifts, sales incentives, and employee recognition. That is approximately $3,000,000 per year in Lawton. Our goal is to make Grow the 580 a reward that our community and employers will use instead of national brand gift cards that have minimal benefit to our members or community,” Ratliff wrote in an email.
Businesses will not face upfront costs with special software/credit card machines. The program will return 90% face value of the gift cards used in stores. The chamber will send a check or direct deposit to businesses every two weeks for the redeemed certificates.
“This is a win-win-win for our community,” Ratliff wrote in the email. “We are committed to making Grow the 580 a huge success. We will market this program to our area employers as well as all our residents. Our goal is to make Grow the 580 the gift of choice in our communities to help our businesses grow.”
Some of the merchants already involved in the pro-business campaign include Atlanta Bread Company, Cinnabon, Silver Spoon, Hilton Garden Inn Bar & Restaurant, Charley’s Philly Steaks, Red Dirt Reloaded, Salas Urban Cantina, 1010 Mercantile, Past Perfect Too, Diamondback Harley-Davidson, Mike’s Sports Grille, Brims & Accessories and Ross Donuts.
Merchant chamber members can go to the chamber website, select Become Merchant and enter code Lawtonfs to join the program.