Local retail businesses are the heart of Maryland’s economy, shaping the unique character of its communities and driving small business growth. While many of these businesses face challenges in gaining visibility and attracting foot traffic, Visit Maryland, the state’s official tourism and marketing arm, has been playing a pivotal role in connecting them with broader audiences.
Through strategic partnerships with local chambers of commerce, business development programs, and promotional initiatives, Visit Maryland has helped drive millions in tourism revenue to local retailers. From artisan boutiques to specialty stores, businesses across the state have leveraged tourism-driven exposure to expand their reach and boost sales.
But what does this support look like in practice? This article explores how Visit Maryland and its network of partners have empowered local retailers—highlighting real businesses that have benefited and the key programs that make it possible.
In 2023, visitor spending in Maryland reached $20.5 billion, with approximately 12%—or about $2.5 billion—allocated to retail purchases.
Visit Maryland, managed by the Maryland Office of Tourism, primarily focuses on promoting tourism and travel within the state. While its main audience is visitors, it offers several services and opportunities that local retail businesses can leverage:
Promotional Opportunities:
- Deals and Packages Listings: Retail businesses can feature their special offers and packages on Visit Maryland's website, gaining exposure to a broader audience.
- Event Promotion: Businesses hosting events can submit them for inclusion in the state's event calendar, enhancing visibility among potential customers.
Collaborative Initiatives:
- Partnerships: Visit Maryland collaborates with local businesses to create compelling experiences for tourists, which can drive traffic to retail establishments.
OTHER ORGANIZATION
For more targeted support, local retail businesses might also consider engaging with organizations like the Maryland Retailers Alliance, which advocates for retailers at the state and local levels and offers cost-saving benefits to its members.
Additionally, the Maryland Small Business Development Center provides free consulting and training programs to help businesses grow and succeed.
WORKING WITH LOCAL CHAMBERS OF COMMERCE
Visit Maryland collaborates with local chambers of commerce to promote tourism and support local businesses.
As the state's official tourism office, it works closely with various regional and local organizations, including chambers of commerce, to enhance Maryland's tourism industry.
Additionally, the Maryland Chamber of Commerce has established the Maryland Chamber Federation, a partnership with local and regional chambers of commerce focused on grassroots advocacy. This initiative aims to amplify the voice of small businesses at local, state, and federal levels. Through this federation, businesses with 10 or fewer full-time employees that are members of a participating local chamber receive complimentary membership to the Maryland Chamber of Commerce, providing them with advocacy support, information resources, and networking opportunities.
By collaborating with local chambers, Visit Maryland and the Maryland Chamber of Commerce aim to foster a supportive environment for local businesses, enhancing their visibility and growth opportunities within the state's tourism sector.
SUCCESS STORIES
This substantial influx of tourism revenue has positively impacted numerous local retail businesses. Here are a couple of examples:
1. Pretty Prints, Etc.: Owned by Candace Butler, Pretty Prints, Etc. specializes in bespoke wedding brooms and acrylic invitations, drawing inspiration from her own wedding and the African broom-jumping tradition. The business has gained national attention, being featured in major media outlets like The New York Times, People Magazine, and Netflix’s "Love is Blind." Candace sought guidance from the Maryland Small Business Development Center (SBDC) to navigate the challenges of her growing enterprise.
2. Dov Jewelry: Graduates of the Maryland Women’s Business Center's (MWBC) Shop Local incubator program, Dov Jewelry successfully opened their first retail storefront, "Dov & Company," in Cabin John, Maryland. This achievement underscores the effectiveness of local programs in supporting retail entrepreneurs.
These examples highlight businesses supported by state-affiliated programs like the SBDC and MWBC, they exemplify the broader ecosystem of support available to Maryland's local retailers, contributing to their growth and success.
How is your state helping promote and grow retail? We'd love to highlight your state if you want to tell us.
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