Elmwood Village Shopping Ads
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The Elmwood Village Association came up with some splashy little radio spots that prompt consumers to shop in the Village this holiday season.
The ad makes comparisons between mall shopping and EV shopping that certainly do make a good argument for staying local. "Did you know the mall has about 200 stores? Elmwood Village also has about 200 stores," the ad states. Who would have guessed?
Steve Bell of Eric Mower and Associates, producers of the radio spots, said, "This is the first time [the EVA has] advertised." And just to keep it real, Bell said, "The voice talent is from LA, but she's a Buffalo native who comes back often to visit."
Associate Creative Director Gretchen Galley who created the ad said, "At Mower, we have a lot of people who live in the city, and one of our account executives is on the EVA board, so we thought it would be fun to show people how great it is to shop in the village--in a way that is simple and clever. We wanted to position Elmwood as being a unique shopping experience.
It should be noted that the Eric Mower Agency did the ad pro bono. "We're a civic-minded company, and we wanted to show people an option besides the mall," Galley said. "We pushed the creative envelope on this one."
The merchants in the EVA were involved in the planning, and you can almost hear them sitting around a table calling out the pluses that their shops held over mall stores. Give a listen and see how many you agree with. It's a hopeful nudge to consumers to keep it local this holiday buying season, and every dollar spent here is certainly helpful.
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Comment Options
stephenjames716
last year I did all my shopping on elmwood and on main streets in east aurora and williamsville. I can actually remember what I got for everyone because all the gifts were thoughtful and really fit the person I gave them too, something that I'm guessing most people can't do if they just shop at the big box stores at the mall.
I had to go to the galleria the other weekend to return a few things and I couldn't wait to get out of there. I felt like I was in a herd of cattle, a herd that was mindlessly spending money that was instantly leaving western new york after it left their wallets.
support local!
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Balth
I also did most of my shopping on Elmwood last year. I actually went to the galleria last week to return some things too, and felt the same way stephenjames. There were those hand spa lotion kiosks throughout the mall, and the people working there attack you, and try to squirt lotion on you as you walk by, HOW ANNOYING! I also went into the new Ruehl store on the first floor. I had to get out of there... the music was about 85 decibels, the spaces were cramped, and the clothing was freaking outrageously expensive. I almost never want to go back to that mall. The new addition is atrocious, and stores are closing up already. I find it all to be highly amusing, as this is supposed to be the "premier" shopping facility in WNY, HA!
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rydog71
Its nice to see, or hear that EV started marketing themselves beyond the village. Its a step in the right direction but I can honestly say the spot is a little boring and will easily get lost in the clutter of radio advertising.
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dpbflo
right on! its about time.
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Dave
It sounds so dated with that music.
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gaustad
typical 80's back round music - too funny.
There are 3 stores on Elmwood - place could be so much better than it is.
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allentowndiva
I am all for the EV and shop, eat and drink their often, but this radio spot sounds like a cheesy political bashing ad that we all just got over hearing and suffering from last week. Also, was there no local talent for the voice over, had to use an ex-pat?
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estreet
I do the bulk of my christmas shopping on Elmwood or Abbott Rd but "about 200," is a ridiculous claim.
Can anyone count over 30?
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Dangelo23
Maby they should of focused more on what they offer than bash Malls. Why not just bash the Delaware Hertel District too? This ad is so anti Mall that it sounds like a typical, "Support the city not the burbs". So tired.
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metrobflo
It's a good commercial, a bit misleading on the # of stores its more like 200 businesses, maybe 50 stores 30 plus bars and restaurants, 30 or so salons, a handful of banks and a bunch of nondescript shingles (offices). The point is to get people to come down to the Elmwood Village and it will help. I hope businesses will stay open later this year, last year it was spotty.
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tjc246
This is not the first time EV has advertised. As the first executive director of Forever Elmwood, now EVA, we had radio, television, print and billboard advertising all running at the same time.
I have to agree that the radio spot is not to my liking. You don't need to bash the mall... just tell shoppers why its different and unique. I liked the fact that I never had to wrap my own gifts and the interaction with the shop owners made christmas shopping bearable. It was also nice to be out on the street on weekends with musicians, carolers, horse drawn carriages, and good old fashioned people watching.
By the way...there are over 200 stores, restaurants, and businesses on Elmwood Avenue.
The billboard's slogan was "Over 200 reasons to avoid the mall this holiday season".
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estreet
"By the way...there are over 200 stores, restaurants, and businesses on Elmwood Avenue. "
Nothing shouts Xmas like Wilson Farms and Pizza
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tjc246
nothing says christmas like a mall. at least when you shop on elmwood you know where the money is going to stay estreet
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sbrof
well you need to think of one one of the largest target audiances of the Malls... younger teenage kids. This probably wasn't an add for someone listening to to WNED. It was trying to be fun and bright. I think it is sucessfull and wll remind people that Elmwood eists becuase for probably 80% of the regions population, Elmwood is a trip and not a part of their daily life. Heck it isn't a part of 80% of Buffalo's life let alone the region. It sounded just fine to me.
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estreet
"nothing says christmas like a mall. at least when you shop on elmwood you know where the money is going to stay estreet "
Just making an argument versus the disingenuous (Christmas) ad.
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bufflow
This ad agency needs to "get real".....while it's wonderful for EVA to get the word out about the bounties of Elmwood Avenue, there's nothing "real" about hiring an out-of-town voice to do a Bflo ad. There are many wonderful local voices who could have done this work. Let's just hope they didn't charge L.A. prices for that Bflo voice. EVA should have demanded local work go to local talent. And Eric Mower should look in its own backyard instead of the West Coast.. It makes you wonder how many other of its voice/video/graphics jobs are shipped to L.A., NYC and elsewhere. Come on, BR. You should have pressed them on this instead of giving them space to brag about hiring out-of-town talent!!
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carlmalone
I would have to agree with with bufflow. EV is organic, having a voiceover from Hollywood in inorganic, although since she is originally from Buffalo so I guess it is more like organix. Anyway, off the the Co-op, but first I need to get high. Long live Midtown...
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SnoBunneK2
Hey - why don't we all complain about a downtown shopping district trying to increase sales and foot traffic?? I think its great that they're advertising - hopefully it'll bring more people to EV and the money will stay local, not go to massive corporate headquarters. Feel free to go to the mall with the rest of the yuppies, I'll be on Elmwood.
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SnoBunneK2
Hey - why don't we all complain about a downtown shopping district trying to increase sales and foot traffic?? I think its great that they're advertising - hopefully it'll bring more people to EV and the money will stay local, not go to massive corporate headquarters. Feel free to go to the mall with the rest of the yuppies, I'll be on Elmwood.
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gaustad
{deleted- moronic flaming}
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Sweetest
Gaustad or Cupcake, whatever you prefer...why'd you get censored?! Did you call those nice BlackRock people a bad name??!! Lol!! careful Blackrock Advocate is going to be waiting for you outside your house in Lackawanna to finish his conversation??!!
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jamesbflo
Kudos, again, to the EVA. They really understand the importance of marketing. Now if the HNPBA was only nearly as insightful... there's no reason Hertel couldnt be as dynamic as Elmwood. Sure there's the Hertel has it radio spot, but there's also weeds as high as the trees in the summer, uninviting sidewalks, the eyesore 'arrested? Liberti fees starting at $250' billboard, etc. Wake up Hertel!
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Sweetest
Shopping on Elmwood sucks. There are no good stores there, prices are too high, and it's impossible to park anywhere there. Needs a parkinhg lot and some much better name brand and quality stores if they want to draw new business in. Also a facelift in the neighborhhod is seriously needed.
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buffawakening
although i think it is great to hear that elmwood is getting its voice out there... i cant see too many more people comming down. although elmwood is a unique experience, it will never have the advantages that the mall has. the mall has tons of parking, stores in close proximity, and heat. not many will want to drive down to buffalo, look for a parking spot, sprint into a store to avoid the cold, and then do it all over again for their next destination.
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gaustad
{deleted - I didn't like what was written}
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Dangelo23
I agree that Elmwood Ave could use a few national stores (like an H&M, Banana Republic, Guess Jeans, etc.) to creat a bigger draw for people who like both the mall and local businesses. Oh, but did'nt the Elmwood Village Community fight to stop a Gap store from opening? Guess, it's back to the mall again for the holidays.
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allentowndiva
EV fought against a GAP.??? OMG, shut up!!! what a stupid move!
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Assaroni
EV is moronic still...they dont realize that CHAINS will bring people in droves who will then shop at your little shitty trinket shops...not the other way around...can we put someone who has real biz sense in charge of EVA...
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rb66
EVA wants local people to shop local to keep the money local, but they hire a person from LA to do the ad. Huh?
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jamesbflo
ok, sure the weather is a disavantage but parking? why does everybody always complain about parking? stop being lazy people. looping around the block once then finding a spot a block or 2 away isnt much different than going to the mall on the weekend, driving in circles then finally finding a spot in the way back -- or for the ultra lazy, sitting in your car for 20 mins, making it difficult for cars to get by, waiting for that first spot to open up towards the front (while i'm waiting for you to move so i can back out)
Yes, Elmwood desperately needs a couple chains. The synergy would be hard to beat.
Personally, I think local ads sound pretty amature. When you want a professional ad, let the pros do it.
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AtwaterLouse
jamesbflo - according to the article above, it was a professional agency. Your suggestion they should use one of those must make them feel great. About parking, it's not possible to change the many thousands of minds you'd have to change to convince enough people that hunting down spots especailly in December and parallel parking isn't worse than just parking easily in a lot. I'm not saying you're right or wrong, but it's just one of the "customer is always right" things. Any near term retail growth in Buffalo is likely to be where there's parking lots and better other factors, like the Kohl's under construction on Delaware Ave. Fleet Feet moved to near there also. Target plans to expand their store on Delaware too.
About chains, many people have explained on this blog why trends for population density, income demographics, and (yes) the lack of surface parking all make it very unlikely chains would locate in Elmwood Village. If I'm not mistaken, the story about the Gap ever considering Elmwood is fake. Just an urban legend. EV can survive without chains. It's not totally better or worse than malls - just different. It's like saying which is worse - a horse or a mule? They each have different advantages so the answer depends on who's asking and when. There's not much use in frequent complaining that EV doesn't have chains. It just doesn't have any.
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AtwaterLouse
Doesn't this story highlight so many cool things about Elmwoodism? First they make a commercial that spends much of it's time on shrill attacks against the "mall in Cheektowaga" instead of focusing on their own positives. Allentowndiva is right - its tone sounds like something Kryzan and Lee would broadcast against each other.
Then in the ad, they slip in a totally pointless big lie about having 200 stores. To top it off their ad agency guys brags with full buy-local hypocrisy that they hired out the voice work to someone in California. The BuffaloRising editor makes it even cooler by writing that was "just to keep it real" because the voice person still visits Buffalo. If she wrote "just to keep it real" as ironic sarcasm it was funny - and even funnier if she wrote it to be serious.
Considering some things the EVA has done recently like whining about Wilson Farms fixing their own roof and painting their own store without EVA permission, I have to say ha-hah like that kid does on The Simpsons.
To make up for my mean spiritedness, I'll make a suggestion. The EVA should make its web site a lot better fast before the Xmas season. It has a directory that's not fast to use to find things or see what stores are there and where. It should have a nice easy map of stores. Not a Google map, but a nice simple looking map with mouse overs to see descriptions and store hours, phone, etc. It could link to a Google map though, and street view. Also they should have a short 1 or 2 page printable PDF guide of the stores, with map, easily available on the site. If I was an EV business owner I wouldn't be happy about my dues paying for that web site as it is. And I wouldn't care if they used an out of town web designer to fix it up fast.
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gaustad
Sorry, but the hippis who run Elmwood hold the rest of the city hostage.
It is a nice street, but it lacks energy; it could be so much more.
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gaustad
EV did have a very realistic chance to get The Gap to come.
It was voted down because the residents in the village did not wantl the commotion and additional traffic that it would bring....and that is fact.
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Dangelo23
So instead of letting a national chain come in to bring in more business. Now we see new radio ads to try and lure more people to the area to shop? Am I missing something? The story on the Gap is true, it was in the Buffalo News several years ago and suppost to locate near W.Utica Street but so many locals didn't want a big business to discourage any of the mom and pop shops. So now we struggle to have the local shops survive all by themselfs.
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sonyactivision
Since when is having a Gap such a positive thing? What is this? 1989? That chain's tired clothing and high prices has sent it into a slow death spiral. Not suitable for EV or anywhere else.
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stopthesprawl
Sweetest, have fun doing your Christmas shopping at the Walden Ave Dollar Tree in sunny Cheektowaga. Elmwood is a wonderful place to do your Holiday shopping. It genuinely feels like Christmas. As per the argument that it's overpriced, like anywhere there are more and less expensive stores and a wide range of prices.
Only people who've never lived in a big city think that parking is a problem in Elmwood. You never have to circle more than 2 blocks. It doesn't take more than 5 minutes to find a spot. In big cities, you CANNOT find a free parking spot for hours, if at all.
Atwaterlouse, I agree with you that it doesn't matter if all of these things are true if the suburban shopper doesn't believe that. That's what this radio ad is for; to remind people that alternatives to the mall exist, and the value of not only the goods and services, but the experience as a whole of shopping on Elmwood, totally neutralizes the other objections.
P.S. Driving/parking on Walden/the Boulevard in December is just as much of a pain in the ass as it is in the city...truly.
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MeliQ
I just listened to the add and here are my thoughts
1. Background music is slightly tacky. 2. Why do they have to badmouth the mall? Let people make their own choices w/o making them feel lesser b/c they prefer the mall. 3. It's attitudes like #2 that make many people feel unwelcome in the EV. Don't deny it people, EV is kind of elitist and sometimes it seems that everyone knows everyone else. If you're not from around there, it can feel slightly unwelcoming. 4. The mall offers a lot that can't be found on Elmwood. Ex. J. Jill--classy women's clothing store, only located at Galleria, next closest---Rochester!!
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MeliQ
I meant 'ad'
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blackrocklifer
stopthesprawl- well said, Elmwood is a success because it is not the mall. I never have trouble parking on Elmwood and am always impressed how polite other drivers are. Contrast this with Niagara Falls Blvd. or Walden where other drivers rarely are polite and even downright rude as they rush from place to place in their oversized SUV's.
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girl16
I agree with AtwaterLouse and MeliQ. Why bash the mall? Why be so specifically negative? The mall is pretty great these days. Pump up the positives. I'm surprised by EMA's choices. It was a turn off for me and looked bad for Elmwood and the community. Like, we're better than you guys out in the "burbs".
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MeliQ
I meant 'ad'
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Colin
"Why do they have to badmouth the mall? Let people make their own choices w/o making them feel lesser b/c they prefer the mall."
Isn't this what most advertising does? They promote their own product and badmouth the competition. And they make consumers feel bad about themselves if they fail to buy the product. Advertising is practically based on making people feel that they are ugly, uncool or even irresponsible if they don't buy the product.
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jamesbflo
This city is so damn provincial. We really need to see a psychiatrist.
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estreet
291 Bryant Street
224 Elmwood Avenue
238 Elmwood Avenue
250 Elmwood Avenue
425 Elmwood Avenue
474 Elmwood Avenue
478 Elmwood Avenue
494 Elmwood Avenue
498 Elmwood Avenue
520 Elmwood Avenue
565 Elmwood Avenue
582 Elmwood Avenue
616 Elmwood Avenue
656 Elmwood Avenue
783 Elmwood Avenue
810 Elmwood Avenue
830 Elmwood Avenue
892 Elmwood Avenue 1066 Elmwood Avenue
1105 Elmwood Avenue
1109 Elmwood Avenue
1119 Elmwood Avenue
1121 Elmwood Avenue
577 Forest Avenue
229 Lexington Avenue
235 Lexington Avenue
All these are available businesses as listed on the EVA website....
Perhaps the commercial should read....Over 200 businesses available for that special xmas gift.
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TownLine
Wow. a 60second radio ad that spurred this much discussion about Elmwood. Seems like EVA did their job pretty well...
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Dangelo23
The ad should have focused more on how it's unique, has a special vibe where one can feel free to express themselfs like nowhere else in the city and the shops are just as unique as the individual, full variety of one of a kind retailers where you can find products only on ELMWOOD, a taste of american and ethnic foods for every taste bud, hobby stores, and convienent banking all in the ELMWOOD VILLAGE .....Now how's that for the new EV Ad? Damn, I should have created this ad.
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Sweetest
I like being able to drive my "oversized SUV" and like shopping at the mall. I never have people be rude to me there. At Elmwood I sure do, try parallell parking a truck on that street. Need parking lots and better stores or its just a waste of time and energy to try to shop there.
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Aloha
Mall bashing is so old and tired, especially since Paul Mazursky's 1991 film "Scenes from a Mall" starring Bette Midler and Woody Allen legitimized the mall phenomenon in this country. Plenty of people, in fact millions of people, love shopping at malls. Especially younger people. There is nothing more "authentic" about the Christmas shopping experience on Elmwood Avenue than the Christmas shopping experience at the Galleria. One does not define the tradition any more than the other, and it simply comes down to personal preference. I, for one, enjoy both shopping methods but even more greatly enjoy shopping online.
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d_a_n
woody allen also legitimized time travelling in sleeper. what's your point?
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PaulBuffalo
Last year was the first year in over 50 years that an indoor mall was not built anywhere in the country. Mall landlords, like General Growth, have faced precipitous declines in their stock prices. It's inevitable that underperforming malls will close across the US because renovation and reinvention no longer attract customers in the same numbers. Lifestyle retail centers have been a beneficiary, but major cultural shifts in US shopping habits are changing and local establishments can benefit.
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Aloha
Well, d_a_n, it sure looks like you should put a sense of humor on your Christmas wish list. Maybe you can get one on Elmwood.
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