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City proposes $100,000 support program to help Wharf businesses through construction disruptions
Summary
City staff proposed a $100,000 marketing and support program to help Wharf‑area businesses during a 15‑month tunnel and street repairs construction period; the plan includes direct compensation, coordinated messaging, and workshops and would prioritize storefront businesses in a defined impact zone.
City staff presented a proposed $100,000 support program to aid Wharf‑area businesses during planned tunnel and street repairs, saying the program is a proactive response to three recurring threats identified by business stakeholders: loss of parking, reduced customer visibility and confusion about access during construction.
Jessica Blythe and Amanda Deo described a three‑pillar program combining (1) targeted financial assistance to eligible storefront businesses, (2) coordinated city messaging and wayfinding (working with tourism and economic development staff), and (3) business workshops delivered with partners such as SECF and the JMU Small Business Development Center. The proposal would aim to reach roughly 20 businesses and, as presented, would not require a matching contribution from recipients.
Eligible services would include signage and wayfinding, digital advertising and social media content, professional photography/video, promotional materials and targeted direct outreach to customers. Blythe said program criteria would prioritize businesses located in a designated impact zone and those reliant on foot traffic.
Blythe and Deo said the program was well received by Wharf stakeholders at recent meetings and staff plan to place the proposal on the next council agenda for formal approval and appropriation. Council members praised the proactive approach and asked staff to return with formal application language and accountability measures.
