Boulevard Merchants Ask for Simplified Campaign and Frequent Construction Updates

Several Castro Valley Boulevard merchants expressed their concern over the lack of customer participation with the during a meeting with the Alameda County Redevelopment Agency on Friday.

Despite the 8,000 Boulevard Bucks that were passed out in recent months, merchants said they are not redeeming many.

Christine Clement of said she has only received two since the program started.

"It wasn't a big hit at my shop," she said.

Merchants suggested the Boulevard Bucks' gift certificate drawing be made weekly instead of monthly to possibly spark more interest among consumers.

Jasmine Clemmons of said her customers still do not fully understand the concept of how the Boulevard Bucks are used as discounts and potential raffle tickets.

However, the Chamber of Commerce claimed that 200 were collected for the first raffle drawing held this month. Bill Lambert, Assistant Director of Economic Development for the county's redevelopment agency said that number should be higher. He urged .

Overall, the group concluded that the Boulevard Bucks program had too many elements — from the raffle drawing to the varying deals and discounts offered by individual merchants. In addition, the campaign also includes the companion program, Thursday Dine Out, where Castro Valley schools receive a donation if Boulevard Bucks are used at participating restaurants on Thursdays.

"We need to make it simple," Lambert said. "The trouble is, [the discounts are] flexible."

One suggestion was to hang fliers at participating merchants' shops saying what daily, weekly or monthly discounts are being offered.

Lambert brought up the ShopCVBlvd Facebook page and said merchants can also update their information on the site or their own Facebook pages.

He stressed the importance and instantaneous advantage social media provides businesses.

"It's one of the most successful marketing methods that you can do for your business," he told the merchants.

Lambert suggested merchants sign up for free social media classes at the on one of two days (Dec. 1 from 6 to 7:30 p.m. and Dec. 9 from 8 to 9:30 p.m.) He said merchants will soon be able to register online.

Construction Update

With the holiday season in full swing, the merchants seemed most upset about the construction work still in place along the south side of the boulevard. They said they rely on holiday shopping and Small Business Saturday more than ever this year to stay afloat.

Lambert suggested throwing a street party to celebrate either 80 percent or 100 percent completion of downtown's "hardscape" improvements. However, merchants didn't seem eager to put on their party hats just yet.

Despite being told earlier in the year that the south side construction would be completed before Thanksgiving, Lambert said there is still another four to five weeks to go. Construction on the north side of the boulevard is expected to begin in March starting at Redwood Road.

The merchants also demanded more frequently posted updates on the "Shop the Boulevard" website. The last was posted on Nov. 9.

"We miss deadlines, we get it," one merchant said, "but let us know so we can plan around it."