Road construction. Even more than “big box,” those two words strike fear into the hearts, and wallets, of small businesses throughout our area. Ironically, even with mid-Michigan’s economy in the doldrums, MDOT seems to have an endless supply of projects affecting downtown businesses throughout mid-Michigan. In Williamston, three business owners shared their tales and offered words of encouragement and advice for those staring down the double barrel that is “road construction.”

In one corner, a road widening and city/sidewalk beautification project lasting--on and off--two years through the heart of Williamston. In the other, Barrett’s Men’s Wear, True Value Hardware, and The Fabric Gallery, three hometown favorites. But when bulldozers, road-pavers and orange barrels set up shop immediately outside of yours, what’s a store owner to do to keep foot traffic coming in when the path to the door looks more like an obstacle course than a sidewalk? Let the match begin.

Barrett’s has been in business since 1928; current owner Tom Mitchell has worked there since 1969 when his parents bought the business from the Barretts. A meat and potatoes kind of store, Barrett’s sells men’s shoes and clothing. Like Mitchell himself, there’s nothing pretentious or flashy about the products on the shelf or the business; what you see--high quality at a reasonable price--is what you get. “It’s a pretty basic business. Casual wear: jeans, work shoes, casual shoes, some sandals.” What’s not basic is what they went through in 2002 and 2003 when MDOT came to town. “There are four ways into town, and they had three of them blocked off,” Mitchell said. “We knew two or three years in advance” that construction was coming, and “some people decided to not stick around and stick it out.”

Mitchell's first approach was promotion. “We had… a bunch of signs around town saying we appreciated [people’s] business, and reminding people we’re still here and still open.

We used to have sidewalk sales in June,” he continued, but “with the streets being such a mess, and the sidewalks actually being gone one year, the sidewalk sales lost their sizzle, and we haven’t been able to gain that back.”

Barb VanDenberg, member of Williamston’s Downtown Development Association, along with her husband, owner of the True Value Hardware since 1997, admitted that they were a bit naïve when the project first began. “Because construction wasn’t happening right outside our doors, we’re thinking it should be okay here. But it wasn’t, because people totally go around [us], bypass--they don’t want to get anywhere near a construction area.” She said what saved them was something as relatively simple as having a back entrance. Several of the other stores didn’t. The result? “Several other businesses closed because they couldn’t make it. It had a huge impact.”

The Fabric Gallery in Williamston is a specialty fabric retailer that’s been in business since 1982. Owner Messee Wilson said that there’s only one other store like it in the state. They are a destination store that sells to figure skaters, dancers, people involved with horse and dog shows, and also stocks ecclesiastical fabric for churches.

Wilson said that early on, “as a group of merchants, we got together and formed a merchant’s committee.” One of the things they did was to keep constant contact with MDOT. And it paid off. “They were extremely helpful with signage,” Wilson continued, along with letting the committee know well in advance what to expect next. The group also helped the city coordinate a newsletter, initially called Orange Barrel Special that kept all business updated on the construction.

When construction began, Wilson and Mitchell had similar experiences with a portion of their customer bases. “We have customers that come from all over,” Mitchell said, including Fowlerville, Portland, Howell, Jackson, St. Johns. “So if they get here, and find out they have to walk another block or two to get to us after they’ve driven 50 miles, that’s not going to deter them.”

Because the majority of The Fabric Gallery’s clients come from out of town, Wilson said that her business was not affected as much as were businesses that depend on local walk-up-and-in traffic. “When people come from 100 miles away“ two blocks of road construction isn’t going to stop them.

Down at True Value, VanDenberg had a very different experience. “It’s not a fun thing,” she began. Even though everyone in town agreed that the improvements were needed, when you “get behind a gravel truck for a half hour or 45 minutes,” you don’t exactly feel like buying nuts and bolts, or the ten thousand other items that VanDenberg’s store stocks. So what did they do?

“We changed our buying habits. Knowing construction is going on, we [didn’t] buy as much of product A because we know there’s construction, so we don’t need all that inventory.” And even though the hardware store is blessed with parking out back--something they reminded shoppers of in every radio spot and newspaper ad--their business suffered measurably. “With the timing of the construction, and the economy, it’s been kind of tough,” she said. “And after being forced to go somewhere else for a couple of years, people change their [buying] habits.”

Mitchell said he increased his direct mailings to three times over a year’s period, but it didn’t seem to have much impact. He, too, trimmed back his purchases, and advises business owners facing construction to “watch your expenses real tight. [You] may have to lay off some people [and] do some more of the work yourself. "And from VanDenberg: “You have to be creative on what you need to do just to keep the people coming back. Get the information out earlier rather than waiting.” She added, “During construction, think about having your employees wear hardhats.”

Wilson said that, “Working with MDOT was really important,” and all the local business owners were good about patronizing other local businesses during construction. “I probably drank more coffee than I needed to,” she chuckled.

Independent of the merchant committee, Wilson said she and her employees kept busy coming up with creative ways to keep customers in the know. “One of the gals that worked with me grabbed a chunk of fabric,” then they all went outside and had pictures taken in front of the orange barrels. They send out reams of postcards with the message “We at the Fabric Gallery know that a fabriholic won’t let a little road construction stand in the way. Come see our exciting fabric collection.” She also set up an 800 number that customers could call to get construction updates and directions to her store.

For in-town people, Wilson said the merchants established their own version of “Where’s Waldo?” inviting customers to search store windows in town for a little character hidden somewhere new each week. People who submitted slips of paper with the location into a miniature orange barrel container became eligible for a weekly drawing of gift certificates for local businesses.

VanDenberg concluded by saying that it’s important not to “go along with the doom and gloom. When the construction first started, I said [to my employees], ‘Do not be negative along with them. Be positive. Tell [the customers] it’s going to be nice.’ And then [after the construction’s finished] they see it and it is beautiful.”

Mitchell's final comment: “If anybody facing the same situation wants to give me a call, I’d be glad to talk.”