What Holly wants

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Janet Leslie

It doesn’t sound like a very controversial statement, but when Village Manager Marsha Powers was quoted on this site as saying regarding the village offices adaptability study, “We talked about entertainment that we would offer, and we made it clear to them that we don’t want to have what Fenton has – we don’t want a big box-type restaurant downtown. We want something unique that would draw people to Holly,” it unleashed a flurry of comments debating what it is that we in Holly “want.” I love that residents have reacted so passionately to that statement, because it illustrates exactly why the time is right to gather hard data on the actual habits and attitudes of Holly area residents.

For example, is it true as Goodman says that, “Holly residents go to Fenton all the time for its restaurants, since we don't have diddly squat?” Until a statistically valid sample of the Holly area market is surveyed, that is no more than an opinion or an impression. What exactly are the dining habits of Hollyites? Do we eat out more or less than the American average of five times per week? Where do we go when we eat out? Do we stay in Holly? Do we eat near where we work? Do we really go to Fenton? What types of restaurants are we seeking out when we do eat in another town? What price range appeals to us? Is whether or not the restaurant serves liquor important to our decision-making? Do we prefer a familiar brand, or are we more likely to choose some place unique?

The answers to all of those questions can be useful to the formation of a long-term vision of the Holly community. More importantly, they can be useful to an investor considering locating a restaurant in Holly, or to the owner of an existing restaurant in Holly looking for ways to increase business. While I enjoy Goodman’s characterization of our dining choices as “diddly squat,” that’s a little too vague an assessment upon which to make a business decision. We need to offer potential investors quantitative data, as well as our qualitative input.

Ryan says, "’not wanting to be Fenton’ has been a frequently expressed sentiment,” and Darrin says, “I strongly believe the ‘not wanting to be Fenton’ sentiment is an opinion held by a vocal minority.” This debate is easily settled. Ask enough people to find out what the majority wants. It is also necessary to ask enough questions to determine what it is that people do and do not want with regards to what they believe Fenton is. In other words, do we love Lucky’s but hate Applebee’s? Would we like to see more shopping options, but no more strip malls? What is desirable and what is not? Is traffic congestion our number one must to avoid? Is it true that what we all love most about Holly is its “small town atmosphere” and “rural character?”  If so, what do those terms mean to us? Only an in-depth examination of the responses of a statistically valid number of residents of our primary market will give us useful answers.

The adaptability study being conducted on the village offices will directly benefit the sale of only one building. If the building is sold and a successful restaurant is located there, the indirect benefits to the community will be great. The downtown surely needs an ”anchor” to help generate more foot traffic. And putting that building on the village tax rolls will ease the village budget. But if the building is not sold any time soon, a tremendous amount of public funds will have been invested without offering any gain to the rest of the properties in the community. Remember, the village taxpayers and the properties contributing to the DDA are contributing $9,500 to this study, county taxpayers are contributing $5,500 through Main Street Oakland County, and state taxpayers are contributing the remaining $15,000 through MDEC.

On the other hand, a market research survey, such as the one developed for the Holly Area Economic Development Task Force by Great Lakes Creative Marketing & Communications, can be put to use the minute the results are published. Existing businesses can use it to look for opportunities to increase sales, those with property to sell can use the results to position their properties for specific desirable uses, anyone who advertises in the area may use it to discover ways of reaching customers, the DDA can use the information to inform their decisions regarding grants and other assistance they provide to downtown businesses, festival planners can look for community interests that could be incorporated into events to increase attendance, many local organizations can use the information to look for characteristics that may qualify them for grants, any organization seeking to recruit business can use the information to focus their efforts, all the local boards, councils, and commissions can use the data to deliberate decisions regarding development, the EDTF can use the information to begin writing a community vision, and all of us can use the information to settle the issue  of “what we want.”

Putting all of this information in the public’s hands can also solve one other problem that concerns Goodman and others. Goodman says, “In the end, I won’t hold my breath for economic development, since power is controlled by a small handful of folks who live in the past and choose to sacrifice the best interests of the community to protect a select few.” If you think there are those in power who live in the past, show them the present, and demand that they plan for the future. Information is power, and when information is shared, power is shared. When you know what your leaders know and vice versa, the only option is to act together for the public good.  
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