Results of 'Shop Simi First' survey released
By Eliav Appelbaum eliav@theacorn.com

Results of the "Shop Simi Valley First" campaign survey are in, and there's plenty for business leaders to smile about. At the same time, some of the findings may be cause for concern.

Davis Research LLC of Calabasas conducted a survey of 250 Simi residents in September to help the Small Business Advisory Committee (SBAC), led by chairman and City Councilmember Steven Sojka and Mayor Pro Tem Michelle Foster, gain a better understanding of the buying habits of local citizens. The survey also revealed the level of public awareness of the Shop First campaign and the approximate number of people who visit or buy vehicles from local dealerships.

Fifty one percent of respondents said they purchased goods or services outside Simi Valley that could have been purchased within city limits

Of the 36 percent of people who said they had purchased a car in the past five years, only 39 percent indicated they were either extremely likely or somewhat likely to buy a car from a Simi Valley dealership. However, 52 percent said they were somewhat or extremely unlikely to acquire a vehicle in the city.

Although 46 percent knew about the Shop Simi Valley First campaign, only one-third of them said it affected their shopping habits.

"I think it was great information we received," said Brian Gabler, assistant city manager and director of economic development. "It will help us better target our branding and advertising as we go forward in the campaign."

Bill Davis of Davis Research discussed the results of the survey and outlined recommendations to the SBAC members who attended last Thursday's meeting at city hall.

A total of 39 business owners took part in the survey. Of this group, 87 percent indicated they were unaware of the Shop First campaign. Five said they knew about the campaign but have not signed up.

About 700 out of close to 5,000 Simi Valley businesses have joined the Shop First campaign, which is free of charge for anyone with a Simi Valley business license. Businesses that have signed up are listed on the website at www.shopsimivalleyfirst.com.

According to the survey, few people are aware of the campaign's website.

"It's frustrating that we're not driving people to the website like we thought we would," Sojka said.

After reviewing its results, Sojka said the survey had produced valuable information.

"People know of the campaign, they know the benefits," Sojka said. "By shopping locally, sales tax goes back to the city, which allows us to get more police officers and pave more roads. They also understood that what makes the business community stronger makes the community stronger. It's not self-serving."

In addition to trying to get more people to shop locally, Shop Simi Valley First also hopes more businesses will sign up and buy products or services from other businesses in the city.

"Not only are residents shopping here," Gabler said, "businesses are shopping here."

Simi Valley receives $13.7 million in local sales tax per year, which amounts to 26 percent of the city's general fund. Sales tax revenues help pay for essential city services, such as police and fire protection and street maintenance.