Jamaica Plain Business Districts Band Together

By Abe Scherzer

With its wide doors revealing a crowd of customers sifting through Halloween leftovers and the new Christmas stock, Boing! JP’s Toy Shop immediately catches the eye of passerby. But, Boing!, like other businesses in Jamaica Plain, is looking to expand its customer base.

“We want to connect with real estate companies [in Jamaica Plain] to know when people buy property,” says Elaine Hackney, the owner of Boing! “[Jamaica Plain] businesses would then put together a gift basket with gifts from different businesses to welcome them to the community and attract them to our stores.”

About 45 Jamaica Plain business leaders met on Oct. 16 to discuss promoting its three business districts.
As the economy threatens small businesses, local stores plan to combine marketing strategies to increase recognition and customers.

Carole Downs, co-owner of Bella Luna Restaurant and Milky Way Lounge and Lanes, emphasizes the importance of so many businesses meeting together.

“It was a historic business meeting with the three business districts invited to come together as a whole,” says Downs, 42.

The Jamaica Plain business districts are along Centre and South streets, Hyde and Jackson Square, and Egleston Square.

Downs says the Main Streets organizations for the business districts should prod customers to walk to Jamaica Plain stores instead of drive to malls. The organizations promote their own district.

Betsy Cowan, the executive director of Egleston Square Main Streets, cited a “Taste of J.P.” scheduled for Nov. 20 and a holiday event still being planned as events that could help unite the districts. “Our area has a very different identity than the rest of Jamaica Plain,” says Cowan, 26. “Ours is a predominantly Latino and African-American community. Promoting the history and unique products it has to offer is very important.”

Downs says the businesses need to familiarize themselves with modern marketing techniques. “There’s been a huge technological wave of change to help get customers to come back,” says Downs. “We all need to get in on e-mail marketing.” Downs also praised the host of the meeting, the Jamaica Plain Neighborhood and Development Corporation, for inviting both English and Spanish-speaking business leaders and providing translators.

Juan Gonzalez, the director of community organizing for the corporation, also calls for upgrades in business technology. “We need more technical assistance and software to help companies,” Gonzalez says. He adds the districts should increase parking restrictions to bring more customers in and out of Jamaica Plain, but should be aware that the restrictions may alienate residents.

Gonzalez called the meeting a first step in attempting to solve Jamaica Plain’s businesses’ problems.

“There will be another meeting next week, which will again be a brainstorm, and then we are going to meet again to rank priorities.”