Minding your business in Key West or else?
Starting a business on Duval Street is not the hard part. Operating and maintaining the business, even in the best of times, can be the most challenging. So this is my attempt to give you free advice, “ THINK AND BE DIFFERENT”! Businesses on Duval street and Key West in general are all competing for the same tourists dollars. If you are lucky enough to secure a position, retail or food & beverage on the iconic 200 block of Duval, you are in a real good position to attract the needed customers. With Sloppy Joes, The Bull & Whistle, Irish Kevins and Ricks, all in that block, assures most visitors at some point will walk by 217. Whether arriving by car, plane or cruise ship, it is a “guaranteed area” visitors do the “Duval Krawl”. Key West and it’s “anything goes” atmosphere is like a magnet that attracts the best and the craziest stories and people. Ernest Hemingway and his favorite bar in KW, The Dr. who’s wife died and he kept her in house for 7 years. Right after he left KW, her tomb blew up! Capt.Tony and his quirky but fun past.
And not to forget the rumors of “Square Grouper” bales that washed ashore, only to be discussed at 4:20pm in the afternoon.
Some of our current day businesses that have arrived with unusual and different ideas are successful and patronized. Hog’s Breath Saloon, with its “Hogs Breath is better than no breath at all’ We have seen people in the UK wearing these shirts. Sloppy Joes with their Hemingway Days and EH look alike contest. Kermits Key West Key Lime Shop with everything key lime. Schooner Wharf Bar, with great music and sailing races! Too many others on the list!
Most visitors are strolling and taking in the sites and sounds of the busy block. In the maze of activity in the 200 block what is your idea to grab the attention of those who are walking by your establishment? You need to figure out how to stand out and to have them stop, eat, drink, and shop.
Start before they even reach KW, have a good social media presence.
So you are on their “must see list” when they come into town.
The beauty of a tourist community is that it changes by the day, weekend, month or season, all different times of the year.
I recommend you think and be creative, do something to exaggerate from the norm in the crowd. One good thing about KW is you can be as bizarre and crazy as you like. With your business concepts, service, your name, logo, or color ideas.
Key West is the soul of creativeness, so let her rip. Look for promo opportunities, and tie ins.
Don’t overlook the visiting guest houses and offer incentives.
If you choose to be a copy cat by stealing somebody else’s success, the money will run out and one will be faced with tough choices on a bad day. This is a rerun movie that never stops. Statements like “My Fish Tacos” will be the best.
If that is true, you better find a way to promote that, just saying it won’t help!
It doesn’t costs you or your employees any extra to greet the visitors with consideration and courtesy along with being nice to your potential patron. One of the easiest ways is to ask “Where are you from”? people love talking about their home town areas. “Is this your first visit to KW”? Can I help you with directions or recommendations? So easy to do and you have a good chance they will remember to make a return visit to you, and comment on social media, just be sincere.
Join different events and contests (the events never stop) on Duval and off.
Parades and contests for every lifestyle, bathtub races, bike parades of many kinds and we can’t forget the fantasy of them all at the end of October, “Fantasy Fest”. This builds your brand , while having maybe the most fun in a business you have ever experienced!
Do specials and promotions everyday keep them simple in the brand and people will become habitually participating.
Think about how you would like to be treated on vacation, and treat your guest accordingly.
Someone on Duval once said to me as we were watching the strolling tourists, it’s like Salmon swimming up stream. Have monthly contests for free T- Shirts or a Key Lime pie sent to you. By getting their email you can keep in contact with your new patrons even after they have gone home. I’ve been surprised how many people return to KW year after year and look for their favorite business or person.
