Walking into the Western Boulevard Kmart the other day, I was convinced the rapture had occurred and my unrepentant soul had been left behind. It was either that, or there was a really fantastic rock concert, football game or open bar somewhere that everyone else in Raleigh knew about but me. It was the only logical explanation I could find as to why the store seemed so soul-crushingly empty.
I wish it weren’t so, but I feel this way every time I enter this Kmart, wondering when Sam Walton’s ghost is going to come and put them out of their misery. The truth is, stores like the Western Boulevard Kmart live and die based on the college student buck. And right now, it seems as if Kmart is limping to a slow and painful demise.
I decided to do some research into the impact N.C. State students have on local businesses and their marketing strategies. For the purposes of this column, I chose a few eating establishments to conduct my research, ones which I considered to be The Best Restaurants You’re Not Eating At.
The Carvel ice cream store on Avent Ferry Road is a relatively new addition to NCSU’s collection of nearby restaurants, opened only last June. But in that time, Carvel has done much for our community including sponsoring last year’s Habitat for Humanity Shack-A-Thon, supporting our women’s tennis team, and offering fresh and delicious ice cream treats at competitive prices.
I spoke with manager Jeanette Marshall and inquired how Carvel supports our University and how students, in turn, support the store. Marshall, a former secretary at the bookstore, estimated that over 50 percent of her customers are NCSU students. Because of this, Carvel markets to our University through coupons (some in this very paper) and student discounts at the register.
She also described an atmosphere where regular customers will come in for a treat and to see Marshall specifically. Like a small town barber who knows everyone by name, Marshall spoke about just shooting the breeze with her student customers, something that one would feel hard-pressed to find at ice cream shops outside our zip code.
Another candidate I chose for Best Restaurants You’re Not Eating At is the Hardee’s on Gorman Street. As a large-scale chain establishment whose advertising is controlled by a corporate agency, it’s hard for specific Hardee’s stores to target their own niche markets. But as the manager Nissy explained to me, the Gorman Street Hardee’s tries hard enough: the interior is decked out with NCSU paraphernalia to show enthusiasm for our school, as well as offering an unbeatable student discount. (Free fries AND drink with Thickburger purchase? Oh no they didn’t.)
Nissy was even more confident of the amount of students who frequent the store. “I would say a 100 percent of our customers are State students,” Nissy told me as two toddlers ran up to the front register with their dad. She may have been exaggerating some, but there is no denying the impact student dollars have.
It is through the power of our pennies that we can change the atmosphere in our local community. Students often complain about the inferiority of Hillsborough Street to other college hangouts such as Franklin Street. Perhaps a large part of that inferiority is a lack of support from students of businesses on the street, especially after the sun goes down.
I propose that if we are going to spend our money out anyway, we should support the businesses that support our school. Instead of heading to Crossroads or Briar Creek to find dinner or shop, check out some of the familiar locals who furnish their stores in our favorite shade of red.
In addition, consider trying a location that may be overshadowed by some of the more popular local hangouts. Instead of going to crowd favorite I Love New York Pizza, give Sylvia’s or Amore’s a try. Don’t give your last buck to the corporate commies at Wallie World; give the guy at the Kmart register something to do.
With more student patronage of local businesses, we can have a more thriving commercial community that will draw students and newcomers in instead of driving us out.
And I won’t have to worry about missing out on an open bar night.
Tell A.J. your favorite local business at [email protected]