Baldwin Park launches new gift card program to boost small businesses

During a recent government meeting, officials discussed the continuation of a digital gift card program aimed at supporting small businesses in Baldwin Park. Gary Foster, a principal managing director with HLP Companies, presented the program, which was initially launched during the pandemic to help local businesses recover from economic struggles.

Foster explained that the program allows customers to purchase gift cards for participating local merchants, with the city matching the purchase amount. For example, if a customer buys a $100 gift card, the city contributes an additional $100, effectively doubling the value for the merchant. This initiative has already seen success, with a reported 97% redemption rate from the previous launch.

The program currently includes 21 participating merchants, primarily restaurants and local shops. Foster emphasized the importance of promoting the program, especially with the holiday season approaching, as it can significantly boost sales for small businesses. He noted that the program is designed specifically for small, locally-owned businesses, excluding larger corporate chains.

Concerns were raised about the program's implementation, particularly regarding merchant participation and their understanding of how to process the gift cards. Some merchants had previously expressed confusion about accepting the cards, which could deter potential customers. Officials acknowledged these issues and committed to better educating businesses about the program.

The meeting concluded with a call for further marketing efforts to engage more local businesses and ensure the program's success in the upcoming holiday season. The city aims to create a win-win situation, benefiting both local merchants and the community by encouraging economic activity.