Lakeside store prepares for ‘mob’ bombardment
By Patty Kruszewski, Citizen Managing Editor 04/12/12
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 03/27/2017 Public Safety
MAR. 27, 11 A.M. – No one was injured by a townhouse fire that occurred early Monday morning in the 200 block of Knightsmanor Court, near the intersection of Azalea Avenue and Richmond-Henrico Turnpike.
The first Henrico Fire officials were on scene in less than four minutes and found heavy smoke and flames coming from the two-story townhouse. Firefighters from the first-arriving fire engine and ladder truck made their way to the townhome involved in fire and searched for victims through high heat and reduced visibility. > Read more.
Citizen Staff Reports 03/27/2017 Government
In observance of National Crime Victims' Rights Week (April 2-8), and to honor victims of crime in Henrico County and raise awareness about crime victims' rights and issues, Henrico County Victim/Witness will hold a commemorative ceremony and informative walk April 5. > Read more.
Richmond OB-GYN, an obstetrics and gynecology provider of Bon Secours Richmond Health System, will open a new office at Bon Secours Heart and Vascular Institute building in Henrico County. The building, which serves as an extension of Bon Secours St. Mary’s Hospital, is located in Reynolds Crossing at Forest and Glenside Avenues. The practice opened for patients March 21.
Alice Hirata, M.D., joined the Bon Secours Medical Group and is now part of the physician team at Richmond OB-GYN, where she will help to establish a midwifery practice at St. Mary’s Hospital. > Read more.
Sports Backers announced recently a new three-year partnership with Markel, making the Innsbrook-based insurance provider the new title sponsor of the Markel Richmond Half Marathon. The race, now in its 10th year, is part of the Anthem Richmond Marathon weekend Nov. 11, which also features the VCU Health 8k.
Known as 'American's Friendliest Marathon' and celebrating its 40th anniversary in 2017, the Anthem Richmond Marathon and companion races annually draw participants from all 50 states and dozens of countries around the world. > Read more.
Citizen Staff Reports 03/24/2017 Government
Candidates for several local and state races are emerging, as both the Henrico Republican and Democratic parties finalize their nominating processes.
In Henrico, a number of candidates are expected to pursue the Brookland District seat on the Board of Supervisors during a special election in November. (The seat opened when longtime Republican board member Dick Glover died at 82 in February). The winner of that election will serve the remainder of Glover's term, which expires at the end of 2019. > Read more.
St. Joseph's Villa’s Flagler Housing & Homeless Services was one of three entities to earn the National Alliance to End Homelessness' Champion of Change Award. The awards were presented Nov. 17 during a ceremony at the Newseum in Washington, D.C.
NAEH annually recognizes proven programs and significant achievements in ending child and family homelessness.
Flagler completed its transition from an on-campus shelter to the community-based model of rapid rehousing in 2013, and it was one of the nation's first rapid re-housing service providers to be certified by NAEH. > Read more.
Richmond International Raceway's 13th annual Community Christmas tree lighting has been rescheduled from Dec. 6 to Monday, Dec. 12, at 6:30 p.m., due to inclement weather expected on the original date.
Entertainment Dec. 12 will be provided by the Laburnum Elementary School choir and the Henrico High School Mighty Marching Warriors band. Tree decorations crafted by students from Laburnum Elementary School and L. Douglas Wilder Middle School will be on display. Hot chocolate and cookies will be supplied by the Henrico High School football boosters. > Read more.
CAT Theatre and When There’s A Will director Ann Davis recently announced the cast for the dark comedy which will be performed May 26 through June 3.
The play centers around a family gathering commanded by the matriarch, Dolores, to address their unhappiness with Grandmother’s hold on the clan’s inheritance and her unreasonable demands on her family.
Pat Walker will play the part of Dolores Whitmore, with Graham and Florine Whitmore played by Brent Deekens and Brandy Samberg, respectively. > Read more.
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CalendarAmerican Legion Post 125, located at 1401 Hilliard Rd., will hold a dance with a live band every Friday and Saturday from 8 p.m. to 10:30 p.m. Snacks and coffee are provided; drinks are available for purchase. All dances are open to the public. Cost is $7 on Fridays and $8 on Saturdays and benefits American Legion Post 125, a nonprofit veterans organization. For details, call 716-0800. Full text