June 2004

Medicine Hat as Community

Can you believe that City Cite has been in print for over a year now! My thanks go out to all who continue to read and support this column. As many of you might already know, I like to write about my interest in culture, particularly the culture of the arts in the Hat. This month I wish to focus on a different aspect of culture, the culture of small business.

Imagine if you would, what Medicine Hat would look like if we removed all the small businesses, as though we were removing pieces of Lego from an elaborate creation. Which pieces would we be removing? The decorative pieces? The functional pieces? No, we would be removing the foundational blocks, the ones that support the creation. And what would happen if we removed the supporting blocks? Our creation would fall apart.

Small businesses are fundamental to the culture, nay the existence, of Medicine Hat as distinct. The fact is that this existence is symbiotic with the community and successful businesses recognize this. Derek Winiarki, owner of ACC Autosound Installations, says that through providing employment, service and product and supporting the economy, by using other businesses, such as advertising, utlilties, and couriers, the business community itself contributes to the local economy. Also, Winiarki adds, "the busier you get you're hiring people, students and training young people out of school, you might be a stepping stone to their next career." Eric Springman, owner of Labels for Men, recognizes this relationship with the community. Springman feels that, as the owner of a business supported by the local community, he is obligated to return that support. He and many other small businesses do this through contributions to events, prizes, and donations to community projects and charities.

Yet small businesses are not without competition for community support. Take, for example, the area of town that I like to refer to as 'little Calgary', the Southeast. You know where I mean. This area seems like an anomaly for our city. Here is the only place where one might manage the misconception that we could actually get away with removing the foundational blocks of small business. Big business abounds in this area. One needs only stand on the corner of Dunmore Rd. and Carry Dr. to see the many familiar names: Zellers, Safeway, Future Shop, Wal Mart, only to name a few. These stores, these superstores, fill a consumer need to be sure, hence their existence, but they are not what make Medicine Hat, Medicine Hat. They are generic could-be-any-city stores. No, if we were to remove the foundational blocks of small business from even this overgrown commercial area we would loose the sense of who we are.

However make no mistake, the presence of big business does present a challenge to small locally owned businesses. The key for survival, says Springman, "is to be in an area that doesn't compete with big business. We have to find our little niche in the market. The big box stores are all about price point. We are about service and community." Corinna Crawford, a small business owner, agrees, "[big businesses] offer to sell the product, but they don't usually have the skills to repair or do any service for their products. That's where we come in." Crawford notes that she is often given reference by the bigger companies so the customer doesn't have to send their product outof town for repairs, which may result in a wait of weeks or even months. This only emphasizes the importance of specialization. The best way to compete with the big box stores is, in fact, to not compete with them, but instead offer what they cannot offer; specialization.

Small businesses can be very flexible because of their immediacy between the consumer and the producer. They can adjust to the demands of the customer very quickly. Springman says that, "when the Wal Mart's of the world order something down in the States, they order it and then it gets distributed throughout the stores. Where as us here, because I have such a close relationship with my customers, if I find, just for example, that they never buy blue shirts then I know my customers don't like blue shirts. Because I have developed this relationship, I can adjust accordingly." This makes small businesses ideal in addressing the specific needs of Hatters.

Crawford's business benefits from customers who have been disappointed by the after-service of big business. She feels that these customers would have benefited more if they had come to them for their initial purchase. The staff will work to individualize the product for the customer's specific needs and will provide the technical support to ensure the customer has sufficient knowledge of their product. They will follow the purchase with knowledgeable and local support. Winiarki says that paying the premium price to the smaller business, rather than saving a dollar or two, is invaluable for the service and the expertise knowledge received. "You get the right product and the right advice that you need."

Springman's customers enter his store knowing they will leave with a product especially suited for them. Springman attends to his customers personally, he gets to know them. The majority of his customers are repeat customers. They are people who value quality and the individual attention that Springman is able to provide for them. The community has been very supportive of Labels for Men. Springman has been around for 15 years and has developed friendships with his customers. Crawford has also had a similar positive experience. Winiarki has had more struggles for survival, due in part to big businesses that were selling the same products and the newer models of cars being more computerized. He contributes ACC Autosound Installation's current success to their technical expertise and installations.

Individualism, people as person, not as mass consumer, there in lies the strength of small businesses. People who live in this community, who support this community and who know this community directly are your small business owners. They are your neighbours, your friends, and team coaches. They are worth supporting because supporting small businesses not only supports that business, but, and more importantly, you are giving back to your community and supporting your distinct Medicine Hat identity.

Questions for me? Please e-mail BeKean@telusplanet.net.