Henrico County VA

Lakeside store prepares for ‘mob’ bombardment

Chocolate Cravings owner Cathy Churcher displays some of the unique chocolate treats she sells in her Lakeside store, which will be the target of a “cash mob” later this month.
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
Bail Bondsman Henrico VA Richmond VA
Community

Short Pump Rotary volunteers help with rebuild, repair


On June 13, the Short Pump Rotary Club partnered with Schnabel Engineering for a day of volunteer work with Rebuilding Together Richmond. Team members (among them [from left] Chris Rufe, Melissa Abraham, Rick Naschold, and Micky Ogburn) completed a variety of repairs and home improvements ranging from painting and landscaping to cabinet installation and fence building.

“It was a privilege to be involved in this project," said club president Melissa Abraham. "The homeowner kept thanking the volunteers, but I think all of us would agree we are the ones who actually benefited. It was an opportunity to help a community member, fellowship with great people and improve our handyman skills." > Read more.

‘Proof of Heaven’ coming to Glen Allen


Dr. Even Alexander, a New York Times best-selling author who has been featured on Oprah and Dr. Oz, was in town last week to promote his June 27 talk, "Proof of Heaven," at Glen Allen High School.

Alexander (pictured, at right, while Unity of Bon Air church member Harry Simmons interviews him) has written about what he considers to be his journey through the afterlife.

Tickets to this month's event are $25 and will support the new Bon Secours Hospice House being built later this year. > Read more.
Entertainment

Weekend Top 10


For our Top 10 calendar events this weekend, click here! > Read more.






 

Reader Survey | Advertising | Email updates

Classifieds

Highspeed Internet EVERYWHERE By Satellite! Speeds up to 12mbps! (200x faster than dial-up.) Starting at $49.95/mo. CALL NOW & GO FAST! 1-888-685-2016
Full text

Place an Ad | More Classifieds

Calendar

Visit HopeTree Foster Care at 6 p.m. at the Baptist General Association of Virginia, 2828 Emerywood Pkwy., to learn about how your family can become a foster family. For details,… Full text

Your weather just got better.

Henricopedia

Henrico's Top Teachers