Business - Dave Gallagher

POSTED: Sunday, May. 03, 2009

Sunnyland merchants form association to market area

Having a marketable identity is important for businesses that want to connect with customers, and the same goes for shopping districts.

That's the thinking among some of the business owners in the Sunnyland area, who recently formed The Sunnyland Merchants Association. The new group will host a shop tour from 10 a.m. to 5 p.m. May 7-9, in an effort to raise awareness about the diversity of businesses in that area. Customers can visit participating businesses with tote bags and collect various goodies related to the businesses.

Julia Menkee, owner of Fourth Corner Quilts and the chairwoman of the association, said a group of Sunnyland business owners came to the realization that the neighborhood doesn't really have a business identity like other local shopping districts, including Fairhaven and downtown.

"Sunnyland is one of those practical, blue-collar shopping districts that also have quite a few artists," Menkee said. "To me, I also get the vibe that this area is a growing and changing district."

Establishing a merchant association is an important next step for the Sunnyland neighborhood. To some people, the place is known as a place to go through on the way to somewhere else. The main arterials of James and Alabama streets have people traveling into the area from other parts of Bellingham, but some of those drivers don't think about what's available in Sunnyland during the trip.

With the renovation of Sunnyland Square and Trader Joe's coming into the neighborhood more than a year ago, the area has become more of a destination district. As more people come into the neighborhood, it makes sense for other merchants to remind people what they have to offer as a group.

"Many people driving through the neighborhood are unaware of the small businesses in the area, and that's something we are working on," said Suzanne Blais, co-owner of Butterfly LIFE Fitness for Women. One unique aspect of the neighborhood she's noticed is the propensity of women-owned businesses and companies geared toward women.

Menkee said businesses working together through cross-marketing is important for a district. Her business regularly gets customers who are in the area getting a car repaired, while her regular customers have spouses who make the trip so they can visit Hardware Sales.

"This is a time where we need to be helping each other," Menkee said.

The merchant association is open to any business in the neighborhood, which roughly stretches from Stampadoodle and The Paper Café on Ohio Street to the businesses along the Alabama Street corridor. For details, call Menkee at 714-0070.