Nov 19, 2009 6:10 am US/Eastern
N.J. Town Promoting Itself By Giving Away Cash
Caldwell Gets Proactive After Losing 15 Stores To Economy
CALDWELL, N.J. (CBS) ―
In the land of malls one New Jersey town is fighting to keep its small downtown alive -- by handing out thousands in cash.
Up and down Caldwell's Bloomfield Avenue there's a new sense of excitement in the air.
"I'm buying a belated birthday present, a hostess gift," one person said.
From Bari's Baubles to the Caldwell Diner to the local movie theatre, merchants here not only want to make money, they want to give it away.
"I think it's a great thing myself," Bari Butter said.
Newly elected Councilman Joseph Norton cooked up the money giveaway idea after watching 15 stores shut down.
"Small town USA I think across the board has been suffering," Norton said.
His answer: a gold rush. Shoppers fill out free raffle tickets for a chance at $10,000. For as little as $100 any of the 40 participating merchants in Caldwell could get in on the treasure chest action.
One local woman already won $500 in Merchant cash that she gets to spend on anything she wants here in town. The main drawing though is on New Year's Day when $5,000 worth of Merchant Bucks, $2,000 in cash will be given away.
"We think it's a great idea to bring people into the downtown when they wouldn't normally try us," said June Cowell, owner of Lovely Living Interiors.
Cowell said the idea to give away $8,000 that gets spent only in Caldwell brings some big excitement to their small town.
"I think it's a much more pleasurable experience than going to a crowded mall where you're bombarded with a thousand choices," said Anthony Calandra of Calandra's Restaurant.
"We try to keep everything local, help support our local community the best we can."
"I'd love to be able to win some money," one resident said.
It's Caldwell's version of some real holiday cheer.
For more information on the Caldwell Gold Rush, please click
here.
(© MMX, CBS Broadcasting Inc. All Rights Reserved.)
World's Most Useless Facts
Click to enlarge
Stumble It!
Reporting
Comments