By Joseph A. Curtatone

(The opinions and views expressed in the commentaries of The Somerville Times belong solely to the authors of those commentaries and do not reflect the views or opinions of The Somerville Times, its staff or publishers)

Panificadora Modelo has been a mainstay in Magoun Square for a number of years, a beloved and locally owned corner bakery that is popular for its Brazilian baked goods, breakfast and coffee. So Brazilian-born owner Joe DeSouza’s expansion by opening Modelo’s Butcher Market across the street from the bakery two years ago is the exact kind of entrepreneurship we want to encourage and see in our community. Unfortunately, the market didn’t achieve the same kind of success as the bakery right away, and in a changing urban real estate market, not every small business owner has the resources to adapt, survive and thrive. We want this kind of investment in our community. That’s why the City is offering those resources through a number of City programs we’ve put in place, which DeSouza took advantage of, which led up to him last week cutting the ribbon on a revamped Modelo’s Market & Café with a remodeled interior and a new marketing strategy. It’s a story of his determination, but also how the community, via the City, can help our local businesses thrive. You could call this an “it takes a City” story.

One of the programs that the market participated in is one our oldest: our storefront improvement program, now officially called the Commercial Property Improvement Program. Through storefront consulting, DeSouza received support needed to successfully upgrade the exterior of his building with an attractive new awning and signage. Businesses can be fully reimbursed up to $7,500 for improvements to their exterior signs, awning and lighting through this program, and can be reimbursed for half the costs, up to $35,000, of more substantial changes including new storefront systems. Since 2008, approximately 50 businesses have improved their storefronts through this program, but it’s currently only open to certain neighborhoods because it relies on federal funds. So this year, we’ve included $150,000 of City funding in the budget and are petitioning the state so we can bring this successful program city-wide, including high-rent commercial areas where there may be an even greater need for this kind of support to small businesses.

Modelo’s Market & Café also participated in our small business Technical Assistance Program, which offers free consultation from Retail Visioning to Somerville business owners and launched this past year, working with eight businesses in Magoun Square and Winter Hill. Our partners at US2 are also funding this program in Union Square. Those consultants advise business owners on best practices from branding, positioning, marketing and customer experience, helping them leverage all the great things happening in Somerville into growth for their business DeSouza received recommendations on how to invite passerbys into the market and stay longer, including window display recommendations, leveraging his commercial frontage better, and merchandising and layout recommendations. He also received advice on new customer acquisition and how to market his store and attract both Brazilian and American customers, and how to use the store’s website and social media to advertise, as well as advice on a revamped marketing strategy that includes website improvements and social media strategy.

These recommendations by the retail consultants were supported by City staff. Our small business liaison worked with DeSouza to help him combine his two operations into one café’ and market, walking him through all the requirements. Our social media manager in our Communications Department gave him social media lessons so he could leverage those tools himself to increase the store’s online presence within the community. The Somerville Arts Council recruited him for the Nibble food entrepreneur program to teach a cooking class and raise his community profile. Our SomerViva Immigrant Outreach and Services program—which offers support in Portuguese, Haitian Creole and Spanish—supported this entire effort with language interpretation and assistance in getting through the city permitting process. Even our historic preservation planner pitched in, finding old Magoun Square photos that are now part of the décor at the market.

This is smart, strategic investment, leveraging much more in private investment by DeSouza, while building the capacity of an immigrant-owned business and helping a local business acquire new customers in Somerville. And it doesn’t only help one business. A thriving Modelo’s Market & Café means more foot traffic in Magoun Square, which helps surrounding businesses gain more customers, too. Numerous studies show that independent local business spend more on local labor, local goods for resale, and services from other local businesses, meaning that money spent at these stores stays in the community longer and is spent several times more at other local businesses.

The success of a local business is also the story of a community, reflecting our community’s diversity, dogged persistence and perseverance. DeSouza’s story, a Somerville homeowner that has put his kids through Somerville Public Schools, mirrors many would-be entrepreneurs in Somerville and beyond. We need to support that kind of determination and desire to invest in our community. As Somerville grows, we want our local businesses to grow, too, and want more success stories like this. That’s why we’re investing in these programs and offering staff support so that local entrepreneurs know, in Somerville, we’re here to help them pursue their dreams.