Shockoe Slip retailers offer discount incentive program

Local retailers in Shockoe Slip are trying to ward off the negative effects of a slow economy by offering various incentives to customers during the next couple of months.

During February and March -- months that typically produce the lowest sales figures of the year -- shoppers who spend $100 will receive two free River District Canal Cruises and two $5 lunch vouchers at local restaurants. Shoppers who spend $200 will get two free tours from Segway of Richmond and two $5 lunch vouchers.

Customers can save their receipts from any of the shops in the Slip during the two-month period and turn them in once they've reached their spending goal. Once shoppers have accumulated $100 or $200 in receipts, they can take those receipts to These Four Walls at 1401 E. Cary St. to receive their prize packet.

Angie Heyming, owner of These Four Walls, came up with the idea for the incentive program after being inspired by a similar program in Smith Mountain Lake, where shoppers were offered free movie tickets for shopping in the area. Getting Richmonders to travel downtown has been difficult, Heyming said, despite the short travel time.

"As a store owner," Heyming said, "I find that the vast majority of our customers are out-of-towners. We don't see as many Richmonders as we'd like."

Heyming didn't have any trouble persuading other retailers in the Slip to participate in the incentive program.

"With the recession, everybody saw a drop in sales," Heyming said. "The merchants were absolutely on board for the program."

Although the retailers were all in agreement, some of the restaurants in the Slip weren't as willing to participate. But the ones who agreed to participate did so quickly and with enthusiasm, Heyming said.

Heyming first came up with the idea for a free Canal Cruise and approached Erika Gay, program manager at Venture Richmond, to see whether she could get them on board.

Gay agreed, and they came up with the rest of the program.

"Not only is it going to stimulate the retail business," Gay said, "but it will also stimulate the restaurant business."

Although the program was originally geared toward Richmond families, Heyming hopes it will attract young couples and students as well and get them to think about downtown as a fun and safe place to go for an alternate activity. Students can also think about earning the vouchers for their parents, who may come and visit them at school.

The Segway of Richmond tours, which last 2.5 hours and are valued at $65 each, may particularly interest students. People always say they've wanted to try them, Heyming said, so this is a great opportunity.

"Riding Segways has always been a dream of mine," said senior Margaret Burpee. "So this is definitely something I would want to do."

The participating Shockoe Slip retailers are located downtown on a stretch of East Cary Street between 12th and 14th Streets. The lunch vouchers are available for Cha Cha's Cantina, the Lucky Buddha, A Moveable Feast, Sam Miller's Restaurant and Sine Irish Pub & Restaurant.

Although Heyming has not had anyone come in to the store yet to claim their vouchers, she is not discouraged, especially because it's still early on in the program. The program's restricted funds have limited the amount of advertising being done, but a lot of media have picked up on it and store owners are posting signs in their windows in hopes of attracting new customers.

"It's a wonderful area that we have here in Richmond," Heyming said, "but local people don't realize it and don't use it."

Participating Retailers:

• Antique Boutique & Collectibles
• Dransfield Jewelers
• The Fountain Bookstore
• Very Richmond Gallery & Gifts
• Grandiflora
• LaDifference
• Razors
• Segway of Richmond
• Spa 1205
• Sweat
• These Four Walls

Contact reporter Sharon Tully at sharon.tully@richmond.edu