After 5’s make a return to improve Elkader business connections, relationships
By Willis Patenaude, Times-Register
In a partnership between Main Street Elkader (MSE) and the Elkader Area Chamber of Commerce, the business networking events known as After 5’s are making a comeback after almost seven years since the last series.
The rekindled effort will help shop owners, entrepreneurs and business leads “build relationships with each other, bond over common struggles, share ideas and compare items they were selling to help compliment offerings in each shop,” according to MSE Director Samantha Baumgartner.
It was driven by the chamber and MSE Economic Vitality Committee, who heard fond memories and comments from businesses owners who were around the last time After 5’s happened.
However, it wasn’t just fond memories that made this a practical endeavor. It’s also the fact Elkader has added over 14 new businesses or business owners in the previous two years.
After 5’s will help support and grow the business culture so vital to the community and, in doing so, bring the business community together to promote and cultivate, not just a business culture, but a positive business culture that gives credence to the notion that “we’re truly all in this together.”
“Elkader has a long history of strong business support and a positive business culture. Our groups wanted to help create an event that helps strengthen this even more and encourage networking between our seasoned businesses and our new businesses. A culture of connectedness and support is a culture that breeds success and that’s MSE’s and the chamber’s mission with bringing the After 5’s back to life,” Baumgartner explained.
The first After 5 was recently held in late April, at the Elkader Floral Shop. Baumgartner stated they are booked with monthly hosts through November.
The first event was attended by roughly 15 to 20 people, and according to Baumgartner, the initial reaction has been fantastic. Organizers expect attendance to increase as the event gains traction through word of mouth and marketing, especially to those businesses outside the downtown district.
There is a laid back approach to the events, with no formal discussion structure. There’s also no set time for business members to stop by, allowing them to pop in when it’s convenient, at which point they can take a tour of the host business, learn more about what the business does and has to offer, enjoy free refreshments and, of course, engage in conversation with others.
The logic behind this—and the importance of these specific events—lies in the fact business owners are “very busy people,” explained Baumgartner. They are often confined to their own establishment, unable to venture out and chat, explore or even build relationships, which can prove essential during times like pandemics or compromising on street closures.
There is an element of “feeling isolated” Baumgartner said, and After 5’s break down those walls, giving the chance for connections between people “who are going through the same challenges, joys and barriers.”
Additionally, with all the new businesses and business owners, it’s difficult given the limited time, to get out and meet other business owners. In fact, there have been times when veteran business owners knew the name of a business but had no idea what the owner even looked like.
This makes it difficult to work together or even cross promote, so After 5’s put names and faces to businesses and help foster the idea of “business neighbors.” Something as simple as this is indispensable during times like flooding, when neighbors come out to support neighbors.
The After 5’s are closed to the public, and Baumgartner offered several reasons for why they were “intentionally designed” that way. One rests on the idea of the shared struggle of business owners, and this design allows them to support each other and connect in a truly relaxed way, where they can step outside the business owner role for an hour or so and “connect with others who understand both the joys and struggle of this line of work,” Baumgartner explained.
Second, there is the belief public participation might undermine this relaxed atmosphere, and business owners would revert back to their business roles and faces, which doesn’t allow them the full capacity to open up in what is otherwise a safe space for them among other business owners.
“There are very tough and, quite frankly, ugly parts of being a business owner or business manager that they need a space to talk through and get support in. We want business owners to be able to turn to each other, their ‘business neighbors’ or as close to colleagues as many get, and be able to talk through the hard parts of being in the business or talk through new ideas. This event gives them the opportunity to do just that while having a chance to step away temporarily to recharge,” Baumgartner said.
Furthermore, the lack of public participation could actually have a positive impact on the public in terms of service and experience, as a result of the exchange of ideas. As business owners grow, connect and become more familiar with one another, they can better serve their customers, such as limiting duplication of services or items, diversifying offerings or simply recommending another business in town that offers a service or good they don’t have.
“These events benefit our business owners by growing and sustaining a supportive business culture while also benefiting the experience the customer gets in return,” Baumgartner said. “Having this be business only allows businesses an opportunity to build those needed relationships while preserving their customer-business owner relationships which are essential for the quality of service both residents and guests to Elkader get.”
Any business can request to host an After 5 at their location. MSE and the chamber will coordinate event logistics by sending out email invitations and calendar invites, handling RSVPs and setting up the hosting schedule. The host is responsible for providing refreshments and the location.
