A new “Check us out!” campaign billboard is up on U.S. 70 promoting shopping in downtown Kinston. It’s the second in a series to be installed along the southbound lanes around the La Grange area.
The first billboard, encouraging travelers to stop and dine downtown, was erected near the N.C. 903 overpass in November by the Pride of Kinston’s Economic Development and Property Committee.
The latest billboard was installed in mid-December near the Walnut Creek sub-development north of La Grange. Both signs totaled about $7,500 and were purchased by Pride, Adrian King, the Pride’s executive director, said.
In addition to the two signs on U.S. 70, there are five new folding sidewalk signs on Queen and Herritage streets. A third billboard promoting business investment is planned around spring, if the Pride’s budget — from private sources, city of Kinston and income from leases at the Enterprise Center — will allow it, King said.
“What it means to us,” he said, “is to build a customer base for the downtown businesses.”
While one Herritage Street business owner, who asked not to be named, said she had not seen any new traffic lately, others said they had.
“We’ve had one of the best Januaries in the last two to three years,” Alan Stadiem, manager of H Stadiem, said.
While the venerable Queen Street department store focuses on regional advertising, Stadiem said the billboards are the only different factor he could attribute to the increase of shoppers.
Matt Maroules, a third generation family member of the owners of Christopher’s Café on Queen Street, said he’s seen a change in the past few weeks.
“Our numbers are still about the same,” he said, “but I’ve seen a lot of new faces.”
The billboards direct potential customers to the Pride’s website at DowntownKinston.com, which features downtown amenities and promotions. King said there were about 250 hits to website in November.
“A month later, it jumped up to 450,” he said. “It nearly doubled the exposure we had on the website.”
King figures the holidays likely had some effect on the exposure, but not completely.
“I’m going to contend that it was at least partially due to our billboards,” he said.
While the Chamber of Commerce promotes all of Lenoir County businesses, the Pride focuses on the downtown. And competition outside the county is growing.
“We just can’t sit around on our hands and hope for the best,” he said.
With the impending closing of the Queen Street bridges and a new housing and shopping destination planned along U.S. 70 towards New Bern, King said there has to be more focus on attracting customers and businesses to Kinston.
A Pride subcommittee is looking at other counties to see what’s working elsewhere in the state.
“We just can’t be caught sleeping at the switch in 2014,” King said.
Margaret Fisher can be reached at 252-559-1089 or Margaret.Fisher@Kinston.com. Follow her on Twitter at MargaretFishr.
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For more information about downtown shopping and dining, visit DowntownKinston.com