Page 5 - 2015 Small Shops of Sonoma County Holiday Guide

LOCAL cont’d from page 4
NON-COMMERCIAL establishments (includes educational institutions, post offices, government agencies and nonprofit organizations), make up the balance at 2,200. In Sonoma County, nearly 9 out of 10 RESIDENT establishments sell goods and services primarily to customers in the local area, while the rest primarily sell to customers outside the area. As employment goes, 84% of all workers in Sonoma County are employed with RESIDENT establishments.
By and large, our economy is predominantly made up of local activity— locals working for local establishments serving local customers.
Our 495,000 Sonoma County residents drive nearly $17.5 billion in purchasing of goods and services with near absolute freedom in where to spend it. That’s power to change economic outcomes.
It matters where you spend your money, and that we have a significant proportion of locally owned businesses. Greater wealth is created and more job opportunities arise when your purchasing dollars flow through locally owned businesses for more spending cycles.
Local Economic Return of Indies vs. Chains
Chain Retailers
Independents
25.2%*
5.7%** 14.3%***
Local Recirculation of Revenue:
13.6%
Local Recirculation of Revenue:
48%
* Profit & Labor ** Procurement for Internal Use *** Procurement for Resale
Compiled from nine studies by Civic Economics, 2012: www.civiceconomics.com. Graph by American Independent Vusiness Alliance: AMIBA.net
GO LOCAL doesn’t advocate isolationism. Sonoma County benefits tremendously from trade throughout the world for the things we export and the things we need to import, simply because we can’t make everything here.
Our PART of the WHOLE
Balance is key, and reaching an optimum level of self-reliance is better than reaching the maximum level.
Over the past few years GO LOCAL has emphasized kicking up our
food system value in the local economy, because we have abundant natural agricultural resources and a rich legacy of agricultural experience. In other words, we’re good at growing and producing food and drink. We have a solid infrastructure and knowledge base to leverage.
Sonoma County is home to incredible food and beverage innovators and entrepreneurs. Hip Chick Farms, makers of frozen chicken nuggets, has ascended to national markets. I’m amazed at the simple yet poignant strength of CropMobster in tackling food waste and converting it into an economic development opportunity. Revive Kombucha combines a wonderfully healthy beverage with dedication to sustainability in its processing.
Charitable Giving
Online Purchases hurt the MOST!
This holiday season and throughout the year remember our local retailers, personal services, home and business services and local makers. Think of our local nonprofits and support them.
BUILDING COMMUNITY
VOLUME 12, NUMBER 12, December 2015
And the biggest difference consumers can make in purchasing is to shift from online buying. In the past year approximately 174,000 (44%) of us made
Publisher: Vesta Copestakes
online personal purchases and 47,000 (12%) of us made business purchases.
707-887-0253
Sonomans are 12% more likely to buy online than the national average. When you shop online, the entire purchase amount leaves the county. Buh-bye $120 million from Sonoma County, and that’s to Amazon alone (estimated).
vesta@sonic.net
GO LOCAL staff, board and members are grateful for the amazing number of folks who have supported the movement to local first over the past seven years. Sonoma County is number one in the USA for local retail market share in our
Sonoma County Gazette
6490 Front St #300, Forestville, CA 95436
© 2015 VESTA Publishing LLC/Sonoma County Gazette/West County Gazette/Forestville Gazette
population class. Let’s keep it local.
SS-12/15 - www.sonomacountygazette.com - 5