Gift card program helps keep businesses afloat

Bigfork businesses have been some of the hardest-hit enterprises in the Flathead Valley as a result of the COVID-19 outbreak. The town’s heavy dependence on tourism, particularly in the summer, has put a serious strain on many members of Bigfork’s service community as bookings have dropped, trips have been canceled and public spaces have been designated off-limits.

To help local business leaders weather these difficult times, the Bigfork Chamber of Commerce debuted an online gift card program, where customers can now purchase gift cards for later use at restaurants, bars, salons and other Bigfork area attractions.

“When things were changing so quickly, I was really trying to come up with a way to help the businesses,” recalled Chamber Executive Director Rebekah King. “It was really a way to step up and provide a service for our members when they needed it.”

The Chamber’s website, Bigfork.org, is now a one-stop-shop with all of the participating businesses’ gift cards available for online purchase. The businesses — all Chamber members — are broken into three categories on the site: dining, retail and outdoor, and salons, fitness and health.

Normally, businesses have to pay merchant fees to provide gift cards, but now the Chamber is drawing on membership dues to absorb those fees.

“One hundred percent of what you’re buying actually goes to the business,” King explained.

In its first two weeks, the website had already added 25 businesses and generated $7,000 in purchases. King said customers from California, Washington, Nevada and Iowa have all purchased gift cards for Bigfork businesses, whether to spend when they eventually visit the town or for their local friends to use.

“I was kind of surprised,” King admitted, remarking about the enthusiastic response to the initiative.

She said the program has a range of benefits. While some restaurants have been able to keep up a portion of their business with to-go orders, others, such as salons, have been completely shut down under Governor Steve Bullock’s stay-at-home order. For these entrepreneurs, gift card purchases are the only current source of revenue.

For others, online retail and even credit cards are unfamiliar territory, so the online gift card shop helps them stay active without in-person commerce. Even those that are more tech-savvy can take advantage of the centralized site, which generates considerable traffic and allows visitors to easily share information about each business.

Over the past thirty days, King reported their website had seen almost a 20% increase in web traffic, which she largely attributed to locals hoping to find Bigfork-specific information.

In general, the gift card program helps business owners “infuse the bottom line” now to sustain their businesses through this extraordinarily slow time.

Plus, King added the gift cards are also a simple way for Bigfork customers to remind their favorite businesses of their support and appreciation.

“It just really brightens their day to know that people really do care,” she noted.

“The support for a small biz person is extremely valuable,” said David May at Riley’s Pub, which had sold a few gift cards in their first week of being included on the website. “It’s so appreciated,” he added.

He reported Riley’s Pub is seeing about 25% of their usual business for the season. The gift card program has been a small boost—psychologically and financially—to the restaurant. “That’s been what’s been nice is the community to at least offer us a little bit of cash flow in these uncertain times,” May remarked.

He said “in and of itself” he didn’t foresee the gift card program singlehandedly sustaining his business, but he said, “coupled with other things, yes, the potential is there.”

Gabriele Massie at Grateful Bread Café and Bakery agreed with May’s outlook.

“It’s not a whole lot, but very little bit helps,” she said.

She explained Grateful Bread is determined to stay open in order to support their employees, and the community’s ongoing support has helped them achieve that goal so far. “The community has been supportive. We really appreciate that,” she said.

“This community is so supportive. It really looks out for each other,” added Robin Gough Cashin, a Bigfork massage therapist who had to temporarily close her salon because of the pandemic.

Gough Cashin has been offering massage treatments for 31 years, but she said the online gift card program was something she had never considered before the virus disrupted her business. “I had never even thought of anything like that,” she admitted.

She called the gift card program a “fantastic idea” to support “non-essential” businesses like hers through a time when it seemed impossible to generate any revenue.

King said these kinds of initiatives evidence to chamber members the value of their membership in the organization, and she said she hopes to be able to keep it going even when businesses return to normal operations.

“I think this would be a great program to continue even after things normalize,” she commented. “So many people do love Bigfork.”

In the meantime, she said she believes Bigfork business owners have what it takes to get through this tough time, and she offered her services to anyone having difficulty making that happen.

“I think the Bigfork business owners are very driven people,” she said. “They have that strength, that perseverance already.”

“But any business that is teetering or questioning whether to stay in business, reach out to me, whether you’re member or not,” she insisted. “I’m here for them.”

Chamber members should contact King at 406-837-5888 to be included on the gift card site. ■

Reporter Bret Anne Serbin may be reached at (406)-758-4459 or bserbin@dailyinterlake.com.