Small businesses in Nixa form alliance

All for one and one for all that's the motto of 24 Nixa business owners who formed the Nixa Business Alliance of the Nixa Area Chamber of Commerce in March, said Larry Perney, chamber executive director.

The alliance now has 45 members and was formed to get Nixa business owners on the same page when it comes to promoting Nixa business, Perney said. Alliance members include owners of businesses of all kinds, such as restaurants, gift shops, a chiropractic clinic and a private investigation firm.

"In the past, for example, during Christmas time, Nixa businesses would host open houses all on different weekends. We wanted to coordinate so we could have open houses and events like that all on one day and market Nixa business collectively," Perney said.

Ron Shawgo, Nixa Business Alliance co-chair and owner of Ozark Mountain Stained Glass, said many Nixa area residents are unaware of the businesses at their disposal in Nixa.

"Nixa businesses are No. 1, pretty spread out," Shawgo said. "It's not like there's much of a central business district here. There are more than 700 businesses registered in Nixa, and an awful lot of Nixa residents don't even know they're here. We're trying to urge Nixa residents to patronize Nixa businesses."

Shawgo said Ozark Mountain Stained Glass and the other businesses in the alliance are seeing the results of the alliance's efforts.

"We're getting the word out that sometimes Nixa businesses offer the same things as businesses in Springfield, and sometimes more," Shawgo said.

Garden Shed restaurant owner Holly Budd said she joined the Nixa Business Alliance shortly after it was formed in the spring, and that her reason for becoming a member was to join in the efforts to urge Nixa residents to patronize Nixa businesses.

She said most Nixa residents patronize Springfield businesses because they have to travel to Springfield for other reasons and do their shopping and eating out in Springfield rather than their hometown.

"When I first opened the Garden Shed about a year ago, one gentleman came in and said I've prayed for a restaurant like this in Nixa.' I don't think I've ever seen him in here again," Budd said. "Nixa people still have a tendency to do business in Springfield."

Budd said the marketing efforts of the alliance are important because if Nixa residents don't support Nixa businesses, the businesses aren't around for long.

"If the people of Nixa don't support you in the first year, you don't have enough money to go on," she said.

"A lot of my business is starting to come from Springfield. I think more Springfield residents are beginning to support Nixa businesses because the communities are all starting to grow together," she added.

Membership in the Nixa Business Alliance is available to Nixa chamber members for $10 a year. Chamber dues are $95-$295 per year, depending on the size of the member company, Perney said. He said The Nixa chamber has about 325 members.

One of the primary goals of the Nixa Business Alliance is to allow small businesses to pool their resources for marketing, Perney said.

"Many small businesses can't afford advertising on their own. As a group, they're able to. We're planning cable TV ads, radio advertising and direct mail fliers to all the mailboxes in Nixa, which is about 10,000," Perney said.

Budd said she's already seen results of the alliance's direct mail campaign.

The cable television advertising campaign will start in October and last through December, with 200 commercials airing each month, Perney said.

Commercials will include an opening segment promoting the Nixa Business Alliance and segments showcasing five businesses.

Twenty to 30 Nixa businesses will participate in the ad campaign, Perney said. He said member participation in the different marketing efforts is voluntary.

Perney said the idea for the alliance is not a new one. Nixa Family Merchants, another Nixa small business alliance, existed in the past.

"The concept of Nixa Family Merchants was good, but the execution of it wasn't, so we brought the idea back in this new form. So far, it's been real successful," Perney said.

Another goal of the alliance is to participate in at least one community service project each year.

Perney said the alliance sponsored the Nixa Sky High Fourth of July celebration held at the Nixa High School football field. The alliance also plans to sponsor the Nixa Christmas Shopping Festival and a citywide sidewalk sale this year, he said.

"The feeling behind the involvement is to show the community that Nixa businesses are also part of their community, and that the businesses hope the community will turn to them for their needs," Perney said.