Confessions of a Hypocrite

I am a hypocrite. I don't mean in general, although I am certain that my human frailties have led to an occasional bout of unintended hypocrisy. No, in this particular case of self-examination, I hypocritically find myself repeatedly driving the winding Highway 67 to shop in Poway with a "Shop Ramona" sticker emblazoned on my car's bumper. I often wonder if fellow shoppers chuckle as I pull into Home Depot, Costco or Wal-Mart while chastising my neighbors, some of whom may be coyly parked alongside me, to shop in Ramona. Sometimes I have even glanced fleetingly at people I recognize in these shopping meccas, and we each avert our eyes in knowing shame, or just because we don't like each other (I can never tell which one). I have even been known to wear a hoodie like Mark Zuckerberg so no one will recognize me.    

So I have asked myself with perplexed inquisitiveness, "Why am I abandoning my neighbors and friends and not shopping in my town," especially since the "Shop Ramona" cry has reached feverish and almost patriotic pitch, almost like "Remember the Alamo" (no, not the one that rents cars).    

Perception is sometimes reality and my perception, supported in many cases by reality, is that shopping in Ramona is more expensive than shopping "down the hill" (illogically neglecting to consider the $4.00/gallon price of gas to get there) and the selection of products is limited. Is this a common perception? Is this perception the general reality?    

Obviously, local "mom and pop" retail outlets cannot compete with the big box stores in terms of selection or price. The big box stores purchase volume goods cheaper and pass this reduced cost and greater selection to the consumer. I can do all my shopping in a two-mile radius in Poway just at four "big box" stores and get everything I need and many things I don't need!    

This is the age-old dilemma. How do local retailers compete with those evil big box stores that have the unmitigated gall to sell more goods cheaper! Simple answer. Sell what they do not sell, provide value and, most important, make the customers want to come back through exceptional service.    

So who, in the end, is to blame for Ramona's depressed business climate? Of course, the general downturn in the economy. When families have no money, they will not spend it.  Second, the retailers who do not provide unique services and goods nor advertise the availability of these unique goods and services. And third, me. I think first of the convenience and cost and second about supporting the local retail community.    

A global issue which needs to be considered is what Ramona wants to be when it grows up?  The answer to this question will play a part in the types of businesses which light up the darkened recesses of abandoned storefronts in Ramona. Many believe the future is in antiques, wineries, restaurants and similar "tourist destination" outlets (this author amongst them). Others believe big box stores need to blossom in our town. Still others believe in blindness, that there is nothing wrong.    

The answer to Ramona's retail future is a Gordian Knot which cannot be cut but must be painstakingly untied with the cooperation of residents, retailers and town planners. If we are destined to be a "destination town," let's promote and develop this segment of the local economy and encourage business people in these endeavors. If big box store anchors could support satellite businesses in and around them, this should be promoted. If retailers have unique or competitively priced products or services, let us know and we shall come.      

Ramona has a Realtor's Association, a Bar Association, a Vintner's Association but no Restaurant Association or Antique Association. Why not? Collective promotion always yields a positive result.    

Our Chamber of Commerce does a fine job through the Economic Development Committee of brainstorming issues to assist Ramona businesses but they must focus not necessarily on running events to support the Chamber but developing industry segments which will thrive in Ramona and then promoting the heck out of them both internally and externally.    

Understanding the psyche of the people is very important. Soon, the Committee For A Better Ramona will be posting a "Shop In Ramona" poll which will delve into the local mentality regarding local retailers and local business. I hope you all will visit the website www.BetterRamona.net to participate in the poll and all our other polls. The pulse of the town is very important, as we all live collectively with that beat.    

I, for one, have vowed to make every effort to support Ramona businesses. But I warn retailers, you better have what I need at a price I am willing to pay and present it with a smile and commitment to service. This, after all, is what keeps us coming back!