With happenings in downtown New Canaan top of mind for many these days, we decided to put some questions about the local business community to Laura Budd, executive director of the New Canaan Chamber of Commerce.
Here’s our exchange.
***
New Canaanite: We’ve reported on one Main Street business closing in the past month, as well as another Main Street business opening across the street, and the launch of a new business on Vitti Street. What is the Chamber’s take on the state/health of downtown New Canaan today?
Laura Budd: Downtown New Canaan is healthy — and the activity you’re describing is actually proof of that. Openings and closings are a normal part of any living, breathing commercial district. What matters is the overall trajectory, and ours is positive. We have a strong mix of established businesses and new entrepreneurs who are choosing New Canaan specifically because they see opportunity here. The fundamentals are solid: foot traffic is up, the parking lots are full, restaurants are busy, and new businesses continue to launch. That doesn’t mean we’re complacent. Keeping downtown vibrant requires constant effort from merchants, the town, and the community. But the picture today is one of strength, not struggle.
What would you say to a town resident who chooses to do some or even most of their shopping online with nonlocal businesses?
I get it. Online shopping is fast and convenient, and no one is going to pretend otherwise. But here’s what you’re trading away when you default to Amazon or that online retailer: you lose the advice of a store owner who actually knows what they’re talking about, the ability to touch and see what you’re buying, and the serendipity of discovering something you didn’t know you were looking for. Our local retailers carry carefully curated selections you won’t find on any algorithm-driven website. Beyond the shopping experience itself, every dollar spent locally stays in this community — it funds jobs, supports families, and keeps the downtown that makes New Canaan what it is alive and well. All these businesses donate to our non-profit fundraisers, we owe it to them to spend our money there when we can. Shop online when you have to. But make the effort to shop here first.
What are some of the things that New Canaan’s most successful businesses are doing well?
The businesses that are thriving share a few things in common. First, they know their customer. They’re not trying to compete with big-box retail or e-commerce on price or volume — they compete on expertise, relationships, and experience. Second, they show up online even as they operate offline. Active social media, responsive communication, and a clear sense of their own brand identity matter more than ever. Third, they treat every customer interaction as a reason to come back. In a town like New Canaan, word of mouth is still the most powerful marketing tool there is. The merchants who understand that are the ones who are building something lasting.
What is your response to business owners who say the new paid parking system downtown is causing more problems than it’s solving?
I hear the frustration, and I take it seriously. Change is disruptive, and any adjustment to how parking works downtown will have a ripple effect on foot traffic and shopping behavior — at least in the short term. What I’d say to both business owners and shoppers is this: the town has actually expanded free parking options. It’s not on the South and Elm anymore, but it exists and it’s accessible. Yes, it takes a few extra minutes to walk from the Park Street lot or to use the parking app to park on the street. That’s a real ask. But the alternative — avoiding downtown altogether — costs our merchants far more than a two-minute walk. We’re continuing to monitor the impact and communicate concerns to the town on behalf of our members. We understand that using the kiosks or Apps can be a hassle and that the switch to pay-by-plate makes it a different experience, but the extra effort pays off in many ways. We recommend downloading one of the three apps because once they are set up with your payment method and license plates, paying for an on-street or lot space takes all of 30 seconds. If you are struggling to understand the different parking options, follow this link which outlines street-by-street and lot-by-lot structure.
What are you hearing from restaurant owners here in the early weeks of the outdoor dining season?
The feedback has been genuinely encouraging. Outdoor dining has been a real boost — tables are full, the energy on the street is great, and restaurants that have outdoor space are making the most of it. After a few years of navigating everything the industry has thrown at them, our restaurant owners are in a strong place heading into the warmer months. We know that due to the elimination of the Covid era on street dining some restaurants have lost outdoor seats but New Canaan’s dining scene continues to be one of the biggest draws for both residents and visitors, and right now it’s showing. If you haven’t been out for dinner downtown recently, there’s no better time.
Here’s my challenge to every New Canaan resident: In the next two weeks, walk into one or two stores you’ve never been in before. Introduce yourself to the owner or manager and ask them what they’re excited about right now. Whether you’re hunting for a Father’s Day gift, a summer outfit, or something special for a graduation or confirmation, I promise you’ll walk out having discovered something you wouldn’t have found anywhere else — and you’ll understand exactly why shopping local is worth the effort. Then tell someone. Bring a friend. And share your experience using #ISHOPLOCAL to show our downtown merchants that this community has their backs.
[Note: The writer of this article is a member of the Chamber board.]