Lakeside store prepares for ‘mob’ bombardment
On April 14, the owner of Chocolate Cravings in Lakeside will be the target of a mob hit.
And she is thrilled about it.
The latest in a series of "cash mobs" to hit local businesses, tomorrow's flood of customers – organized and energized via social media and word of mouth – is designed to boost both revenue and awareness for local retailers.
For Cathy Churcher, whose business at Chocolate Cravings is generated mostly through farmers markets and wholesale accounts, the mob visit represents a chance to get traffic flowing through her lesser-known retail store.
"I could use a mob!" she said excitedly as she prepared dozens of chocolate bunnies for Easter. "Especially one that loves good chocolate – and then returns, and returns, and returns."
The term – a take-off on the "flash mobs" that have become a trend in recent years – was popularized in small towns in northern and western states, where residents wanted to show their support for family stores over big box retailers.
A recent item in The Week, for instance, described a cash mob staged by the residents of Chagrin Falls, Ohio, at a neighborhood, family-run hardware store. "[Customers were] buying up everything from light bulbs to fireplace grates," the item noted. "A chain email had encouraged Chagrin Falls residents to support the store, which opened in 1857, by spending $20 during the event. But many spent lots more than that."
'Now people know we're in Henrico!'
After reading an article about a cash mob that struck a similar mom-and-pop store in Wisconsin, Chesterfield resident Rainey Niklawski decided to try rounding up a crowd in the Richmond area.
Forming the RVA Local Patronage Mob, she picked a local business, posted a notice on Facebook and told her followers, "Let's give them an extraordinary day of patronage!"
Farm to Family, an organic market on Mechanicsville Turnpike, was the target of the first strike on February 4. More than 200 customers took the tiny market by storm, snapping up fresh produce, milk, and eggs and generating a week's worth of income in a single day, said co-owner Suzi Lilly after the onslaught.
"Vendors came, friends came – three minivans full of moms and kids came!" she said, noting that the children especially enjoyed the rabbits in the kids' area.
One of the best things about the cash mob, said Suzi Lilly, was that it brought in lots of first-time customers. Many visitors told her, "Oh, I've been meaning to come" – but it took the mob event to get them motivated and into the market.
Another benefit of the cash mob for Farm to Family, said Suzi's husband and co-owner, Mark Lilly, was the visibility it brought.
Because of the market's location on Mechanicsville Turnpike, he explained, potential patrons often assume the site is in Mechanicsville and think it is too far to drive. The Turnpike address also appears to befuddle GPS devices, leading to mistakes in directions and customers-to-be getting lost.
Many first-time visitors at the cash mob event were pleasantly surprised, said Mark Lilly, to find the market only a short distance off Interstate 64 across from The Showplace.
"Now people know we're in Henrico," he exulted. "Not Hanover!"
Supporting their own
At the community level, added Lilly, the cash mobs also make people more aware of other small, grass-roots businesses and new start-ups.
Since each mob target is allowed to nominate the next site, the Lillys selected another small business, Bombolini Pasta on West Main Street.
Posting the news of their Bombolini choice for their thousands of Facebook followers, the Farm to Family owners were able to help the event notice go viral. After Bombolini was mobbed, the next hit took place at Lucille's Bakery, and the bakery owners passed the mob to Chocolate Cravings.
"It's something that keeps feeding itself," said Lilly, who also celebrated his birthday at the mob event.
As Niklawski states on her Facebook page, "The idea isn't to mob every store in Richmond, but rather to highlight different businesses and get everyone talking and thinking local." Although it might be easier to stop by a big-box store and have everything in one place, says Niklawski, patronizing small businesses keep the money in the Richmond area and is simply the neighborly thing to do.
On Feb. 4, Suzi Lilly surveyed the busy market, savoring the sound of the cash register chiming non-stop, and heartily echoed the sentiment.
"It's amazing," she said appreciatively, "to see the community come together and support their own.
"It blows my mind!"
The RVA Local Patronage cash mob will visit Chocolate Cravings at 6929 Lakeside Avenue (in The Hub Shopping Center) from 10 a.m. to 5:30 p.m. April 14. For details, visit http://www.facebook.com/RVALocalPatronageMob
Citizen Staff Reports 04/16/2015
Last summer, hundreds of Anthem LemonAid stands dotted Central Virginia and raised more than $100,000 in support of cancer treatment and research at Children’s Hospital of Richmond at VCU (CHoR). This July 17-19, Anthem is inviting community members to host an Anthem LemonAid stand in support of the children who are battling the disease. During the past 13 summers, Anthem LemonAid has raised more than $1 million. All funds raised support the Hematology and Oncology Clinic at the Children's Hospital of Richmond at VCU.
Anthem LemonAid is Children’s Miracle Network Hospitals’ signature summer event. It’s free to participate and is designed for children, families, community groups and businesses alike. > Read more.
Citizen Staff Reports 03/30/2015
The Henricopolis Soil & Water Conservation District will sponsor a tree seedling giveaway on April 2 at Dorey Park Shelter 1 from 2:30 p.m. to 6:30 p.m. and on April 3 at Hermitage High School parking lot from 8:30 a.m. to 1:30 p.m. Bare-root tree seedlings are available to Henrico County residents free of charge for the spring planting season.
The following seedling species will be available: apple, kousa dogwood, red maple, river birch, red osier dogwood, loblolly pine, sycamore, bald cypress, white dogwood and redbud. Quantities are limited and trees are available on a first-come, first-served basis. Each participant is allowed up to 10 trees total, not to include more than five of the same species. > Read more.
Citizen Staff Reports 03/30/2015
Wondering where to go to play Bingo? Wonder no more.
The Virginia Department of Agriculture and Consumer Services (VDACS) recently launched an online directory of permitted bingo games played in Virginia. Listed by locality, more than 400 regular games are available across the state. The directory will be updated monthly and can be found on VDACS’ website at http://www.vdacs.virginia.gov/gaming/index.shtml.
“Many Virginia charities, including volunteer rescue squads, booster clubs and programs to feed the homeless, use proceeds from charitable gaming as a tool to support their missions, said Michael Menefee, program manager for VDACS’ Office of Charitable and Regulatory Programs. > Read more.
There are several fun events this weekend taking place outside including the third annual Virginia Firefighter Games at Short Pump Town Center; Twin Hickory Park’s “April Showers: A Celebration of Spring” event; the Young Life Richmond West 5k in Innsbrook; and the Gold Festival on Broad which benefits Prevent Child Abuse Virginia. Fingers crossed for no rain! For all our top picks this weekend, click here! > Read more.
The University of Richmond will host its annual Global Family Concert this weekend – a free, family friendly concert featuring Japanese, Indonesian, West African, Indian, and Brazilian music and dance performances. Country music fans can head to The Cultural Arts Center at Glen Allen for “An Evening of Country” featuring The Honky Tonk Experience. Enjoy the spring weather at Meadow Farm for “Sheep to Shawl” or join the Henrico Hiking Club at James River Park. For all our top picks this weekend, click here! > Read more.
Find out how your favorite dining establishments fared during their most recent inspections by the Virginia Department of Health. > Read more.
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CalendarHenrico County Public Schools’ Special Education Advisory Committee will meet at 6:30 p.m. in the library at Brookland Middle School. Although this is a planning session, parents are welcome to… Full text