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Northlake approves $150,000 gift-card pilot to aid businesses along SH-114
Summary
After staff presented data showing declines at businesses on State Highway 114, the NorthlakeTown Council approved a $150,000 pilot to mail $25 vouchers to town households for use at participating 114 businesses; the program excludes alcohol, tobacco/vapes and gasoline and passed after two readings (4–2) and a budget amendment (4–3).
Northlake’s town council voted to approve a $150,000 pilot program to distribute $25 vouchers to households for use at participating businesses along State Highway 114, citing declines in visits and sales-tax receipts tied to road construction.
Nathan, the town staff presenter, described the mechanics: "It would be $25 value gift cards distributed to every Northlake household," and said participating businesses on 114 would collect the cards and be reimbursed $25 each. Staff estimated printing and postage at about $7,000 and proposed the $150,000 total be split between the EDC and CDC. He said the program had been noticed and that public hearings at the EDC and CDC had already been held in July.
Council members debated scope and safeguards. The council adopted the pilot with constraints Mayor Bethany Rentz summarized in the motion: vouchers would exclude alcohol, nicotine products/vapes, and gasoline; there would be no cashback. The item required two readings under Type B project rules; the first reading passed 4–2 and the second reading also carried 4–2. The related budget amendment to allot $75,000 from each board (total $150,000) passed 4–3.
Supporters framed the pilot as a low-cost test to encourage residents to try corridor businesses and to measure impact: "We can plan on 4–07, but it needs to be a different month, a different cycle," one board member said in discussing future phases. Opponents questioned using taxpayer funds to subsidize private businesses and whether a narrow geographic pilot would unfairly benefit some proprietors.
The council directed staff to track redemption counts, reimbursements, and sales-tax data so the program’s outcomes can be analyzed if the town deploys a similar effort for the 407 corridor later. If funds remain unspent, staff said they will carry forward on the fund balance.
