In April 2024, the economic development department in Surprise, AZ, put out a spoof video calling for Whole Foods Market to open a location in the city.
Surprise’s lighthearted video imagined a kale shortage in the Phoenix suburb. Featuring an appearance by the mayor and fake news coverage, the spoof used humor to create buzz while pitching the city as an ideal location for a Whole Foods Market.
The city says that the social media campaign sparked engagement from residents, businesses, and viewers across the country, generating attention for Surprise as a retail destination.
In March, the city announced that it had received a building permit application for the construction of a 35,000-square-foot Whole Foods Market.
In addition to the attention grabbing video, the city also conducts an annual survey of residents to determine what they would like to see downtown. Then, it encourage residents to get involved by contacting their favorite retailers and restaurants. The city website provides a sample letter and contact information for Surprise’s most wanted businesses.
Business recruitment is covered regularly in Downtown Idea Exchange newsletter.
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