If you own or operate a business in Valley East, or if
you live in Valley East, what I am about to tell you may not be anything
you did not know or realize. Nevertheless, now that we have celebrated our 100th
Anniversary as a community, this may be the turning point we have been
waiting for. It is now up to us all to take action.
Business Owners State That Lack Of Support From Local
Residents Is Frustrating
Recent interviews revealed that there is growing
frustration among Valley East business owners about the lack of support
they are receiving from local residents. Sure, there are many residents
who shop locally, but with over 18,000 vehicles per day driving along
Highway 69N into Sudbury, an enormous amount of money is being spent on
goods and services in the "City". Business owners state that
they offer competitive pricing and excellent service, but residents still
prefer to shop at the Sudbury establishments.
Lack of Awareness Is Frustrating Local Shoppers
Upon interviewing a large number of local shoppers, it
was discovered that one of the main reasons they prefer to shop at Sudbury
stores is that they feel there is more variety and better prices in
"town". They also admit that they are often frustrated to find
that, after battling the crowds and traffic in the city, they could have
purchased the same products in Valley East in a fraction of the time and
at similar prices. Many of the shoppers indicated that if the business
owners would advertise more often, they would attract more local shoppers.
There Is Nothing Going On In Valley East
When asked about how people feel about Valley East, the
main comment was that there is nothing going on in the community. Yet,
when they are given a list of all of the groups and organizations as well
as all of the events and projects in which these groups and organizations
are involved, most people are amazed at the variety of things that are
happening in the community. The comment that follows is usually about the
frustration that is felt when they find out that an event of interest to
them has come and gone. They wonder why organizations don’t publicize
their events.
Valley East Is Filled With A Lot Of Frustrated People
Based on the results of the interviews I have
conducted, it would appear as if Valley East is a community that is filled
with a lot of frustrated people. And yet, there is really no need for this
level of frustration.
Communication Is The Key
The common cause of frustration among business owners
and residents is simply a lack of communication. In order for local
shoppers to provide more support of local businesses, the businesses must
communicate with the shoppers to tell them about the goods and services
they have available. Local residents must communicate more effectively
with each other in order to let everyone know about all of the wonderful
things that are happening in Valley East. This will create a renewed sense
of community spirit which will make people proud to call Valley East home
and they will, in turn, go out of their way to support local businesses
who are sponsoring their activities.
Valley East Has All The Communication Vehicles Needed
For A Stronger Community
My personal frustration in all of this is that Valley
East, as a community, has the best communication network in the entire
Greater Sudbury Area, and yet people have been reluctant to use it to
their full advantage.
The Vision Paper, for example, is mailed to each
residence and business in Valley East and Capreol every Wednesday. It is
an excellent way for people to get out their message quickly to everyone
in the area. The cost of advertising in this medium is relatively
inexpensive when you consider the results. As well, the more advertising
support that The Vision Paper receives, the more space there is for
stories and articles of interest to residents.
Valley East Today, a community web site which has been
established to help with the centennial celebrations, is a perfect place
for groups and organizations to promote their activities. It is a place
where full colour photos and general editorials can be posted and kept
forever. Located at it can be accessed by all residents and is also a way
of showing people from outside the community what Valley East is all
about.
LOCAL RESIDENTS AND BUSINESS OWNERS CONCLUDE THAT
EFFECTIVE COMMUNICATION IS THE KEY TO THE FUTURE OF VALLEY EAST