Company: Durham Marketplace
Headquarters: Durham, New Hampshire
Industry: Supermarket
Company Size: Small (annual revenues of less than $50 million)

"We support the arts because it pays us back in customer loyalty and, as a small business, it sets us apart from all the larger supermarkets with which we compete."
                – Chuck Cressy, Owner

Objectives
To enhance customer loyalty, to increase foot traffic in its stores and to increase an appreciation for the arts in the community.

Process

• Durham Marketplace supports the Portsmouth Women’s Chorus (PWC) by selling performance tickets at its in-store courtesy booths, incorporating Chorus events in all of its advertising, and making a grant to the organization.
• For the Women’s Choral Festival, a collaborative event between the PWC and other community choruses, Durham Marketplace provided a catered continental breakfast, refreshments and a buffet dinner at cost for the participants’ day-long rehearsal session. The festival was promoted in the Marketplace’s spring advertising circular and in its radio advertising spots. In addition, Owner Chuck Cressy volunteered his catering services to the festival while employee volunteers sold tickets and CDs during the event.
• The store also presents an annual Summer and Sizzle event, which includes a barbecue, a live disk jockey, and performances by local musicians of all ages. The musicians perform on a stage outside the store. Their performance is broadcast live on the radio, and the performers are given gift certificates to the store as their reward for performing.

Results
As a result of its support of the arts, Durham Marketplace has increased foot traffic in its store, fostered customer loyalty and increased revenues for the Portsmouth Women’s Chorus. In addition, the store’s support has helped PWC reduce its operating expenses, attract other in-kind contributions and increase attendance at its concerts.

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