Commentary by Jack Wolcott

From where does a town's identity come? When you think of going to a particular city or neighborhood, what images come to mind? Do you first think of the overall physical layout and landscaping, the transportation, or general safety? How about friends to meet or new friends to make? Perhaps an experience you or your friends had on the last visit, maybe cultural options available? Or is shopping and price competition the first thing that comes to mind?

I would encourage you to pause a moment and consider what it is you are looking for if you answered that "shopping" determines your primary image of a town. Too often, people refer to what they value by the brand name or national retailer instead of the actual item. In a recent OSU survey, when asked what they would like to see in Corvallis, people named the store — not the item they wanted. For example, rather than "comfortable clothing" or "imported inexpensive furniture," they said (insert national retailer) or (insert another big box-style store).

I first became aware of this when I saw the cover of a Sunday magazine quoting a movie star about going to the "local" Starbucks. Do we really want to surrender the meaning of such words as "local" and "independent"? There is a wealth of significance to these words, and I do not think we should allow them to be used as a marketing ploy. We live here, and we should be the ones to decide which grocery, clothing store or restaurant deserves the honor of being "local."

One of the first things a local business does is to learn about the community and the unfilled needs of the marketplace. If the owners see a need they can fill, they invest their own money and time in opening their business. It is a personal investment in their community. Compare this to a national retailer that is "building out" and looking for demographic areas to place another store to meet their goal of XXX number of stores that year.

One of the next things a locally owned, independently operated business will do is to add product lines that are requested by its customers. When Gottschalks and The Emporium closed, The Clothes Tree added lingerie in response to customers' regular requests.

If you look around Corvallis and count the new and expanded businesses these past few years, you will find most of them are truly locally owned. Two new developments are under way on First Street — locally owned, using local engineering firms and contractors. The Toy Factory expanded and added children's furniture, strollers and car seats because of customers' requests. Philomath's La Fuente Mexican store recently expanded with a location in south Corvallis, and Francesco's Gelateria Caffe will open soon on Second Street.

The Corvallis Independent Business Alliance is proud of the hard work and personal investment that our citizens are putting in to keep Corvallis unique. Please do your part by talking with the candidates in local elections about their position on annexations, land use and budget priorities. If you have particular products or services you want to purchase in Corvallis, talk to your favorite local business. Communication is the key to a successful relationship between consumers and businesses.
lars, 9:15 PM [link]