The Cheese Shop: On the Map

I meet Doralice through Spence. I met Spence one day in front of Dan’s Soda Rock Farm stand at a Tuesday night Farmer’s Market. Mateo was sweet taking Dan to get his order by Thursday, and Spence wanders over to join the conversation … but more probably just to buy Dan’s tomatoes.

Regardless, I’d never met Spence before that evening. When he finds out I’m working on this website, he says: “Hey, have you checked out Late Night at Scopa?”

And I reply that I’ve never been invited to “check out late night at Scopa.”

He scoffs and says, “You don’t need to be invited. Just show up.”

I’m leery. Even though I’ve been living here since 2001, I’m a pretty private person. I like to hang out and have back yard dinners with friends.

He tells me: “7:30. Friday. Be there.”

So I just show up. He’s sitting with someone he introduces to me as Doralice, from The Cheese Shop. And I get excited because I’ve been by her shop over on Center Street a few times (to buy cheese for the Tuesday nights in the Plaza and to ask if she’d like to be on my map). But I’d never been lucky enough to meet her.

I tell her, “When I talk to people and tell them what I am doing and who I’m targeting, they all say: Oh…you have to get the Cheese Lady on your map!” So I was excited to meet her in a social setting where I can explain a bit more about the purpose of my site and the purpose of the map.

We had an awesome evening. Talking and chatting. And I’m a definitely a chatter. And I definitely have to go back to Scopa. The only thing I remember were the meat balls…and the fact that the lady next to me exclaimed, “Oh, You’re The Cheese Lady!” when we introduced ourselves to each other.

I told her I wasn’t prepared to sell my map that evening, but I would stop by on Monday with my wares and present myself more accordingly.

When I arrived at her cheese shop on Monday, I started presentation. But I could tell she was still concerned over who I was and what I was selling. She questioned me on the distribution. She questioned me on the timeframe. She is a good business person.

I eventually just stopped my presentation and said, “Know what? It’s perfectly fine if you don’t want to be on my map. I just wanted you because you’re a different part of Healdsburg and my goal is to showcase everything different about Healdsburg. It’s OK. If you can’t support me this time, there’ll be another edition. I’m just starting.”

I left thinking I wouldn’t get her sponsorship this time, and I was wondering how I could better answer her questions and get her sponsorship next time.

Later that evening, I received an email through Facebook. Doralice had gone to my site and read about my map project. She was willing to sponsor an advertisement for the first edition.

THANK YOU DORALICE!!! Welcome to the Healdsburg Map.

The Benefits of Being on the Healdsburg Map

I’ve been around Healdsburg an awful lot this summer and I’ve been talking to locals and business owners alike. And lately about I’ve been talking to business owners about advertising on my Map of Healdsburg project I’m working on with Hotel Healdsburg.

The concept was that I would make this printed map as a starting point for the advertising revenue structure for the website. I’ve had to figure out my story. I’ve had to sell myself. What I was surprised at–however, was that I had to sell the benefits of being online.

Maybe I haven’t made myself clear when I’m pitching my ideas and what I’m trying to do. But basically, here are the benefits to advertising on the first edition of the printed Healdsburg Map:

• The printed map will be distributed by Hotel Healdsburg and any other subsequent advertiser and distribution point I can arrange for as long as 10,000 copies last. I’m only charging $150 for the space. Some people feel that’s too much. Some people feel that’s too little. Regardless, that’s the fixed price for the first edition.
• The map will appear in various multimedia forms on my website.
• I also want to use the content from my first 60 advertisers to structure my content strategy and advertising on this website for the next few months.

Let me explain the benefit of appearing on the website. You’ll be in my archives and any subsequent stories I publish about you or your business will remain in my archives. When I eventually get my ranking strategy sorted out, and people find my site (and therefore your business), not only will they see your “paid advertising”, they will also see all relevant content (stories, pictures, what have you) that gets published along with it (related articles, random posts). For example, check out the bottom of this feature article on Mateo Granados. This is called long-tail content (content that gets found-even after it’s been published (or printed) and has moved off the home page.

Also, I’d like to start educating Healdsburg about building out your websites to incorporate some web 2.0 features. For some people–that means blogging. For others, it means developing either an internet marketing strategy or a content development strategy. It means telling your story NOT ONLY TO THOSE people who walk through your front door, but to anybody who WANTS TO COME TO HEALDSBURG. Why wait for them to walk by? Until you actually have a mobile presence and then–you can do that. But that’s another topic entirely–don’t get me started there.

Regardless, I have found that Healdsburg has an appalling lack of quality content on the internet. HOW ARE PEOPLE SUPPOSED TO FIND OUT ABOUT YOU? And where you are? And relate that to wanting to meet you when they do spend the time and money to visit?

I started this site to showcase everything local and interesting about Healdsburg. With the MAP project, I’m adding some historical depth to the content (mainly about wine) existing already out there. Without stories and history, where would we be now? I’m working with Bo Simons–the Wine Librarian. We have some great content planned. I’d like to work with the Healdsburg Museum–researching and writing about some interesting historical buildings and characters–there is so much potential–it just all takes time and support to build something with integrity that is authentic and useful.

So. That’s my plan. I hope you support me as I am trying to find ways to support you. It’s sort of like that quote from Bottle Shocked: “If one wins, we all win.”

Topel Winery Tasting Room - On the Healdsburg Map

I was a bit incorrect when I said that Huntington Wine, Pezzi King, Camellia Cellars, SOAR Inflatables, Barbara Bourne Landscape Photography, and I think Wine Country Bikes were the first on my map.

The first business whom I actually invoiced (other than Hotel Healdsburg) to be on the Healdsburg Map was actually new tasting room for Topel Winery.

I met with Carolyn Lewis at the end of August. We’d just been emailing a bit during the summer and we finally decided to make some time to meet.

I was a bit late. My friend’s father had died and we were talking a bit too long about how things were going. But when I arrived, I knew who Carolyn was immediately.

She was petite, stylish, and she was sitting at my favorite table in Cousteaux (the one I have now claimed as my Hemingway table)–so I thought that was a good start.

She just wanted to meet me and to ask what projects I was working on and if things work out, we might work on some projects together. I started off telling her my project for the month of September was to create this map. –The Healdsburg Map.

I showed her some ideas. She said she knew somebody who would want to be there. And she called her friend at Topel Winery. And that was that.

Topel Winery, welcome to the Healdsburg Map.

The First Few - On the Healdsburg Map

I know when I travel, I like to find out about things off the beaten path. I like to show up and have an experience. I like to find a local and just ask them what they would do the next day. Where would they recommend I go? Where should I eat? What’s their favorite thing on the menus? (Oh, have you noticed a theme on this website? <cheeky grin>.

People told me that getting the first few advertisers for my map might be difficult. I am new. Advertising money is a bit tight — especially in the forth quarter. When I first decided to do this map and met with Tod and Circe, we talked about bringing the historical perspective to the collective conscious. Basically, there’s a lot of history in Healdsburg: wine history, characters, buildings, bridges, railroads. PROHIBITION!!!

I knew who I’d ask first: the group of tasting rooms on Front Street and Wine Country Bikes. The group at old Roma station. I wanted to ask them if they would be interested in advertising on my map so I could put the Old Roma Station and the Healdsburg Bridge on as a historical land mark. And I would get to research and write about them.

I had been in and around the tasting rooms a few times–when I had my multimedia event in July. I’d asked the to participate, so they knew who I was. (Wine Country Bikes–I know you have submissions…where are they???

However this time, I approached Bruce Snyder of Camellia Cellars first. As soon as I mentioned advertising and maps, he was immediately on guard. He was brusque: “Show me your map.”

I showed him my concept. He repeated: “Show me your map. You guys. You all want our advertising dollars but you never get the map right.”

I tried to say if he were interested, I would spend the time to design the map correctly. He emphasized, “I’m not asking too much. I’m asking to see the map.”

He was right. If you look at any of the current maps of Healdsburg, Front Street is terribly mis-represented. I went and talked to John at Wine Country Bikes. He looked at what I had and mentioned that the way they tell people to get to Healdsburg is to follow that road (he motioned to Hudson Street) to Fitch Street and to turn left at Matheson.

I talked to my designer and we came up with our current version (which, I’m still ruminating about–by the way) but it’s the best we have so far. I keep thinking it’s important to get these guys accurately represented on the map.

When I took my versions of the map and all my ideas back to Bruce and Chris at Camellia Cellars, they agreed to be on the first edition of my map.

Yesterday, I signed up: Huntington Wine, Pezzi King, Camellia Cellars, SOAR Inflatables, Barbara Bourne Landscape Photography, and I think Wine Country Bikes.

I am on my way to meet Holly Hoods at the museum right now to start researching the Old Roma Station.

[PS: Carolyn Lewis of Locals Tasting Room and of the Konrad Gallery sees this post and emails me..."Don't forget Topel Winery's Tasting Room." And I don't, it's just that story is another entry entirely and hopefully, I"ll have that story posted today.]

We’re Making a Map!

One day in July, I emailed Tod Brilliant to ask if I could repurpose some of his blog content on the magazine. He has interesting things to say and an interesting way to say it. I’m always looking for local perspectives. I was trying to do a few too many things at once and keep the content fresh on this website and…well…no excuses.

Although this time I do, however. Tod emailed me back that day and said he had an even better idea. He needed to talk to his client–so give him a few days and he’d get back to me. He said his client was looking for somebody to work on a project and he thought we would work well together.

It turns out, his client is Circe Sher of Hotel Healdsburg. She was wanting to develop a strolling guide, a map of Healdsburg. To get people out and about and milling around and discovering different things about our town.

She’d also heard about my website and was wondering if I would be the right person. So we met one day at Cafe Newsstand and it’s now history–quite literally. We are making the shopping, strolling, dining guide to historic Healdsburg. ISN’T THAT JUST EXCITING? I’m pretty excited to be working on it.

I’m talking to Bo Simons the Wine Librarian and Holly Hoods at the Healdsburg Museum for their perspectives. I’ve been talking to a few businesses to get their perspectives. I especially want to get our visitors out and about and a bit more knowledgeable about Healdsburg in general.

One day, as we were driving to meet our printer (Andrew at ChromaGraphics), we were discussing what we should name the project. Justice, Tod’s son was in the back seat, humming. Fiddling. Doing whatever five-year-olds do in the back seats of cars. Since I always value the opinions of five-year-olds (they just have great perspective–that simplified view of things), I twisted around from the front seat and just asked him: “What do you think we should name this map, Justice?”

He looked at me blankly, and stated the obvious: “Just call it The Map.” He said. “The Healdsburg Map.”

And he went back to humming.

So. We are now introducing the Healdsburg Map: A shopping, strolling, dining guide to historic Healdsburg.

Check it out.

The Healdsburg Map

I’m working with Circe and Tegan at Hotel Healdsburg to make this map. We are trying to get people visitors out strolling and enjoying what we get to see every day. But I need your help. Here is our idea about what the cover of the map is going to look like. We’re promoting the historical perspective.

It is going to be an advertising map–and eventually–a website: HealdsburgMap.com. BUT–it’s also going to be so much more. My objective is to get visitors walking about town and to tell them interesting stories. I worked hard to incorporate the wineries and gift shops and the bike shop down on Front Street. They have a historic presence (the old Roma building), the Healdsburg Avenue Bridge, and apparently a historic fishing hole. And it would be nice to get some foot traffic down there too.

What historical sites do you think should be included? I’m going to ask Keith Power if he has a story about the Purity building.

Advertise on the Healsburg Map

Purpose of the Healdsburg Map: To get people out and about strolling and walking around Healdsburg. To find and tell interesting stories about people, places, and things on the map.

Size of Map: 15 inches x 15 inches
Size of Advertisements: 2 inches x 2 inches
Number available on the physical map: 50
Cost: $150
Initial Print Run: 10,000
Target Publishing Date: October 2008
Distribution: HealdsburgMagazine.com, Hotel Healdsburg, and all other advertisers. HealdsburgMap.com as I develop the site.

Price includes:
2-inch by 2-inch advertisement on the Healdsburg Map which requires:

• 1 picture or graphic of advertiser’s choice. It has to be an active picture. One that draws my viewer into the action (of your business as well as connotes what you do. For example, Topel Winery just signed up to be on my map. I went into their new tasting room to discuss the photography requirements. As soon as I started talking about what type of picture I required, they knew exactly what they were going to do. They are going to take a picture of their tasting room wall onto which the sun is shadowing the logo from their front window. Doesn’t that make an exciting-engaging picture?
• Up to 30 words description. Active verbs. Engaging text. Pay attention to your keyword phrases–how you want to be found on the internet). For example here is the 30-word description for 14feet.:

14feet. Off the plaza on Center Street. Mix of mid-century modern and industrial-era home furnishings. Our vintage collection includes pottery, lighting, textiles, found objects, and unusual art.

• Visual reference on the actual physical map.
• Directory listing on the map.
• Directory listing on my website.

As soon as I start getting the content for the actual map, I’ll be posting them on the website as examples. MEANING….I NEED THE WORDS AND PICTURES IMMEDIATELY. TODAY. IF NOT SOONER. SVP.

Send me an email (jen [at] HealdsburgMagazine.com ).

PS: If you need a photographer, I know a photographer (Stephen Boyle Photography). Photography services will be an extra charge, but I can organize the businesses who want him to take the compelling pictures and work efficiently.