Candy Festival
Plans for the third annual Candy Festival on October 11^th, are moving along well.  The Promotions Committee of the FDA and the Arts & Community Events Division of Fairfield’s Community Services Department are working together to bring about an enhanced (bigger & better) festival.  Corporate sponsors to date include Jelly Belly, Thompson Candy Company, Solano Athletic Club, Solano Garbage, Sam’s Club, KUIC Radio, Platinum Luxury Limousine, Sierra Springs Water, the Daily Republic, Anheuser Busch and CC Yin McDonald's franchises.

The festival will kick off on Friday, October 10^th, at 8pm, with a concert by 70’s singing legend David Cassidy.  The concert will be held at Fairfield Center for Creative Arts.  Fans from as far away as Denver, Colorado have called for ticket and hotel information!  Call City Hall at the Mall for more concert information- 428-7714.

The candy tents and all other events will be open from 10am to 5pm on Saturday the 11^th.  For the first time ever, Downtown merchants in every block of Texas Street will be able to participate.  Due to increased vendor participation, the festival will stretch all the way from Pennsylvania Avenue to Jefferson Street, and will use the side streets north and south of Texas Street to the alleys.  Based on current registrations, we are on target for thirty candy-related companies and over 120 crafter and commercial booths.  A small contingent of food vendors will be included this year to add to the terrific mix of restaurants we already offer downtown.  These vendors are carefully chosen to enhance with what our own restaurants offer.  We will offer three stages of entertainment- one at each end of the festival- and one at midpoint with covered seating and refreshments available near each of the main stages.

Entertainment will include the Whippersnappers Barbershoppers from Napa Valley, local school musical groups, Owen Baker Flynn from Pier 39 in San Francisco, “Elvis”, Sam Rudin and many more!

FDA members are entitled to free booth space.  However, you need to call Sue as soon as possible to reserve it before all spaces are taken.

  Pepper Belly’s Comedy and Variety Club will sponsor continuous showings of “Willy Wonka and the Chocolate Factory” and “Chitty Chitty Bang Bang.”  The Fairfield High School Grad Nite Committee will sponsor a penny arcade, and Fairfield High School Aquatics will host a root beer float booth. 

Advertising for the festival includes thirty-second commercials on Cable TV, featuring spots on Nickelodeon, Animal Planet, Food Network, MTV, Discovery, ESPN and other networks as well as spots on Channel 26.  Print advertising includes the community calendar in VIA Magazine (the seasonal publication from California State Automobile Association), the Weekender, the Breeze, The Daily Republic, the Napa Register, the Vacaville Reporter, TV Chismes and the Vallejo Times Herald.  Radio advertising on KUIC is underwritten in part by a grant from Sam’s Club and will feature spots through the day and evening as well as postings on the community calendar, Hometown Happenings.  Community calendar announcements will also appear on the KFRC (San Francisco 99.7fm) website, and plans are in the works to feature an on-air interview with David Cassidy to discuss the concert and festival.  KOVR and KCRA television stations in Sacramento will include the festival in their community calendar spots.

5,000 trick or treat bags featuring advertisements from downtown merchants will be distributed to visitors in the Candy Tents.  Business card-sized ads are available for $50 on a first-come-first-served basis.  Call Sue to reserve your spot.

* IMPORTANT NOTE *

In preparation for the Candy Festival, Texas Street will be closed on the following schedule:

Friday, October 10^th- Texas between Great Jones Street and Madison Street will be closed at 2pm for placement and set-up of the main stage and the 140-foot candy tent.  At 7pm, after the retail stores have closed for the night, the remainder of Texas Street to Jefferson will be closed for set-up of the remaining tents, marking of the booth areas and limited vendor set-up.  Signage directing shoppers and those attending the David Cassidy concert around the closure will be posted.

Kitchen Tune Up is an independently owned franchise and a division of KTU Worldwide.  Stu and his staff have frequently received awards for sales and customer satisfaction from the KTU organization.  Many happy returns!

Chamber Mixer Downtown
On Monday, September 22^nd, from 5:30 to 7:30pm, the Fairfield Downtown Association hosted the Fairfield- Suisun Chamber of Commerce Mixer in the courtyard at Fairfield Center for Creative Arts.

Cathi Jasso (Pac Cal Realty) is organizing a fashion show featuring clothing from the shops downtown.  FDA- member restaurants are asked to provide “finger food” for 50 people as refreshments.  The Chamber Ambassadors will provide the liquid refreshments. 

Each downtown merchant is invited to participate with a table to display brochures, menus, samples, etc.  Reserve your table space by calling Sue or Emily, or by sending an email to mail@fairfielddowntown.com.

Approximately 150 Chamber members attend each mixer, so this is an excellent opportunity to network with other businesspeople in a social atmosphere.  Be sure to bring lots of business cards and MIX!

A Grand Opening celebration is scheduled for Friday, October 17^th from 4pm until 7pm.  Refreshments will be served.

The Safe Trick or Treat event has been cancelled in response to concerns expressed by several downtown merchants.

Free admission!  New and used items.  Something for everyone.  Call Volunteer Services at 428-7767 for more information.

FDA Meeting Schedule
The FDA Board meets the third Thursday of each month.  Meetings start at 8:30 AM at Pepper Belly’s (849 Texas St) and adjourn no later than 10:00 AM.

The meetings are not limited to Board members.  All FDA members are encouraged to attend and make their opinions, wants and needs known to the Board. 

The Promotions Committee meets the second and fourth Thursdays from 8:30am to 10am in the FDA conference room.  Please participate in this committee and help plan the promotional events that bring visitors to your stores and businesses.

The agenda for Board meetings is distributed to every Board member the week prior to the regular meeting, and is posted at the FDA office.  Provide office manager Sharon Trujillo with your email address and she will send you a copy as well.

Financial institutions, insurance and investment agencies were exempt from the 1971 assessment district.  Associate Memberships now allow those businesses to join the association and take an active role in the operations of the organization.  Businesses pay $125 per year, while individuals and families pay $35 per year.  This is a way for us to increase active participation from the community and add to the FDA operating funds.  If your business falls into one of these categories and you would like a voice in the decisions made by the organization, contact a Board member or the FDA office about becoming an associate member.

1001 Texas Street, formerly occupied by Salvation Army, is undergoing a facelift.  Recently, the entire exterior was pressure washed, and painting of the building will be completed by September 15^th.  A proposal will be presented to City Council for a real estate company to lease the space for office use.  It has the potential to bring 12 - 15 jobs into the downtown.

Board Resignation
The following letter was received on September 9^th, from Board Member Gary Dyas:

" Due to a family illness, I will no longer be able to fulfill my duties in serving on the Board.  I have arranged my schedule to work primarily in the Sacramento region.  It has been a pleasure working with Emily, Sue and Sharon, as well as all the Board, and I will surely miss it."

Gary's term of office will expire on June 30, 2005.  The Board will act on Gary's resignation at the regular Board of Directors meeting on Thursday, September 18^th, and will appoint a replacement as soon as possible.

Gary also served as chairperson of the organization committee, so a replacement for that position is also needed.

Beautification
is responsible for the overall look and maintenance of the district.  Promotions oversees coordination of our special events through the year.

Business Development
focuses on recruiting and retaining businesses in the district.  If you are interested in serving on any of these important committee please contact a board member or the office staff.

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Looking Ahead Coming Events

Veterans Day-
Tuesday, November 11^th (federal holiday).
FDA will assist Community Services and local veterans’ groups to stage the third Veterans Day Parade.  The day will begin with a concert at 10am, and a solemn ceremony of remembrance at 11am (the exact time of the armistice ending World War I).  These events will take place at Fairfield Center for Creative Arts (1035 Texas Street).  At noon, the parade will begin.  It will follow our traditional route from Webster/ Kentucky to Great Jones, to Texas St, to Jefferson St and back to the start at Webster/ Kentucky.

Surrounding streets will be closed from approximately 8am, and will be reopened as soon after the parade as possible.

Veterans of the Korean War are invited as special guests at the concert and ceremony.  Limited seating near the reviewing stand will be available for veterans.

Selling Strategies
Focus on your customers above all else, striving to meet their needs.  Listen to them.  Go the extra mile for them.  If you don't, someone else surely will.
Employ only friendly, energetic people
who care about your customers and the store.  Reward those who do an especially good job.
Define the store's niche and stick to it.
Make the store a fun place to shop.
 Create excitement in an enticing atmosphere and entertain customers, because that is something you can do that a Web site can't.
Offer something unique in your marketplace.
Whether it's from a local artist, a special vendor or an item you develop yourself, offer something that can't be found down the street or across town.
Have at least one special event
this year to show appreciation to your regular customers and bring in new ones.
Keep your store clean
and well merchandised at all times.
Explore the Internet
as a way to boost exposure for your store.
Visit other retailers and businesses to explore new ideas that you can incorporate into your store.
Gain exposure; build new business
through fun and creative marketing ideas.