The Business Journal
Ruben Hernandez
Hoping to leave no business behind when light rail leaves the station, the city has launched a discount shopping program along the proposed construction route.
Valley Metro Rail administers Metro Max, a shopper discount program with the goal of building customer traffic and loyalty before major construction begins on the 24-mile route.
Daina Mann, communications manager for Valley Metro Rail, said more than 300 businesses have signed up for the program. Participation is free and voluntary.
Valley Metro Rail is a nonprofit, public corporation overseeing the design, construction and operation of the light rail system, which is scheduled to open in December 2008.
There are more than 4,000 business along the proposed route, but only retailers and others offering products to the public are included in the program, she said.
Metro Max includes price discounts and special offers at participating businesses. Mann said shoppers can use the card at merchants in downtown's
Participating merchants are listed in a brochure as well as on the Valley Metro Web site, where shoppers can download a printable version of the card. Participating merchants are encouraged to display a Metro Max sticker announcing the discounts.
Phoenix Mayor Phil Gordon said the program is one of several aimed at mitigating the disruption of businesses along the route. The program targets both residents and employees.
"We encourage everyone to patronize the businesses before and after the light rail is completed," Gordon said.
Construction has started on utility line replacements on
Businesses along the route expressed concern that adding a light-rail track on a street near or in front of their property will disrupt traffic, which likely will translate into reduced business.
Officials at establishments such as the venerable San Carlos Hotel in downtown
"Any promotion is going to be a plus," said Sheila Overall, general manager of the
"We need all the help we can get," said Rob Melikian,
Both indicated that the period between now and the completion of the light rail system will be trying times for businesses along the route.
Mann said businesses that start up after the sign-up period for Metro Max can call her office to get involved. A revised brochure is scheduled to be printed at the end of summer, and new participants will be listed.
Bonni Stephenson became a franchisee of a Curves fitness center at
She is eager to participate because several customers have asked her about it.
"I was attracted to this location downtown because of the whole revitalization going on," she said.
"I know there are going to be some problems with construction, so I think this program will be an incentive to meet new customers and keep them."