By Valeria Ramos
Social media, community events and word of mouth helped small businesses in St. Petersburg’s Grand Central District reach new customers, but local business owners and marketing professionals said building relationships within the neighborhood remained just as important as having an online presence.
Sarah Nunnally, owner and creative director of The Foundry, a vintage shop on Central Avenue, said her business relied primarily on personal recommendations and people discovering the store while exploring the neighborhood.
“As St. Petersburg natives, we most importantly rely on word of mouth, as well as, organic street traffic given we’re on Central Avenue in the Grand Central District,” Nunnally said.
Nunnally and her mother, Beverly Nunnally, have operated The Foundry for 15 years. Social media helped promote the shop, but Nunnally said she preferred to use it sparingly rather than constantly create content.
“Social media can certainly play a positive role but it can also suck the life right out of you,” Nunnally said.
Her experience showed how some independent businesses balanced online marketing with the personal connections that helped them maintain a presence in their communities.
Local events bring people through the door
The Foundry recently hosted a cat adoption event that attracted customers and resulted in homes for all three cats, Nunnally said. She could not determine whether social media or word of mouth was responsible for the turnout.
“Most recently we held a cat adoption event that certainly drove customers our way, but jury is still out if it was due to my sloppy post or word of mouth up and down the block,” Nunnally said.
Nunnally said community involvement was important not only for attracting customers but also for preserving the character of St. Petersburg.
“The district throws many functions, and we are active members in our community, so turnout is inevitable but our main goal is to preserve some of the little big town personality St. Pete still has, and collaboration is key in that endeavor,” Nunnally said.
At Tombolo Books, author appearances are a central part of reaching readers, said co-owner Alsace Walentine. Authors promote their visits to their own followers, introducing the St. Petersburg bookstore to people beyond its regular customers.
Walentine said the bookstore’s largest event in the past year was a sold-out appearance by author and social media personality Jen Hamilton, who drew 800 attendees, including fans who traveled from out of state, according to Walentine.
“Social media has been wonderful for promoting events. We have a diverse clientele of all ages so we never rely on one platform to reach everyone,” Walentine said.
Tombolo surveys customers after events to learn how they found the bookstore. Walentine said customers cited social media, the storefront, radio advertisements and news coverage. The business also tracks attendance, book sales and email signups.
Local businesses combine online and offline marketing
Nina Chirinos, a business and communications strategist with more than 12 years of experience in marketing, branding and business development, said small businesses should focus on attracting customers within their immediate communities.
“First: start local and prioritize offline activations,” Chirinos said.
She explained that although social media is useful for brand awareness, business owners sometimes overlook potential customers living or working nearby.
Chirinos recommended participating in farmers markets, fitness events, pop-ups and collaborations with established businesses. She said these activities allow businesses to introduce themselves to customers in person while generating content for social media.
“Experiences bring people into a physical store, and social media helps you sell that experience,” Chirinos said.
She said partnerships between local businesses can help each brand reach a new audience. As an example, Chirinos described a collaboration between ACLUB, an organization that creates social and fitness experiences, and Brewgirl Matcha, a matcha business.
The businesses organized Hallobrew, a pre-Halloween social gathering that brought their communities together.
According to Chirinos, ACLUB increased its visibility by 25%, and Brewgirl Matcha increased its attendee rate by 50%. Those figures were reported by Chirinos and have not been independently verified.
Chirinos said small businesses should not judge their marketing success only by the number of followers, likes, or views they receive.
Instead, she recommended asking customers how they discovered a business and paying attention to store visits and sales.
Marina Williams, owner and curator of ARTpool, said her business also relies on a combination of social media, word of mouth and its storefront to attract customers.
“A lot of our shoppers come in because they see our wild window displays as well as word of mouth, as we’ve been a part of the creative scene in St. Pete for 18 years. Google, Instagram and Facebook help too,” Williams said.
Williams said ARTpool uses social media weekly to showcase new arrivals and give followers a preview of items available in the store.
The business previously hosted markets and art parties, including its Crafty Fest markets.
Williams said the owners have since stepped back from organizing after-hours events to focus on raising their child.
Williams also identified social media algorithms as one of the biggest challenges in promoting the business because posts do not always reach followers.
Tombolo Books has also used community partnerships to expand its reach. Walentine described the bookstore’s relationship with the Foundation for a Healthy St. Petersburg, a local nonprofit.
Before opening its physical location, Tombolo supplied books for conferences organized by the foundation. The bookstore later established a social justice-themed book club.
When scheduling conflicts with author events became a challenge, the foundation agreed to host the club. Walentine said the club grew in popularity and was recognized as Best Book Club of Tampa Bay in a Creative Loafing readers’ poll.
Social media influences where residents shop
For Lily Gutierrez, a University of South Florida junior who has lived in St. Petersburg for nearly two years, Instagram and recommendations from friends are important ways to discover businesses.
Gutierrez said she frequently visits the Grand Central District and follows local businesses to learn about new products, promotions and events.
“The easiest way I find new places in the city is through their social media platforms,” Gutierrez said.
She said she follows Pete’s Bagels on Instagram to stay updated on new menu items and events.
Gutierrez also attends Mezzo Market, where she discovers businesses through their participation in the monthly event.
“Usually I find out about these places through friends, but sometimes they also come up on my social media feed and their cute aesthetics or social media promo catches my eye,” Gutierrez said.
Her experience reflects how online marketing and in-person events can work together to introduce customers to independent businesses.
TikTok helps new Residents explore St. Petersburg
Angelina Palustre, a junior at the University of South Florida who moved to St. Petersburg in August, said she frequently uses TikTok to discover restaurants, stores and activities.
Palustre said she had visited the Grand Central District even before moving to the city because of the variety of businesses and activities in the neighborhood.
She explained that searching for things to do in St. Petersburg on TikTok helps her discover local businesses featured by content creators.
“I have visited a local business because of Instagram and TikTok, especially TikTok,” Palustre said.
One business she discovered through social media was ETE2K Vintage, a thrift store and event space. Palustre said she learned about the business online before attending an event there.
She also follows Sourdough Co. to see its baked goods and seasonal decorations.
Although social media introduced her to new places, Palustre said recommendations from friends are equally important.
“I feel like social media just kinda showcases the business, but I feel like your friends would actually tell you if this place is worth it or not and give you an honest review,” Palustre said.
Palustre said she believes collaborations and community events encourage residents to explore the Grand Central District and support independent businesses.
Community events reach customers through Instagram
Paula Leal, who has lived in the St. Petersburg area since moving in 2016, said she frequently discovers restaurants, coffee shops and events through Instagram and recommendations from friends.
Leal said she also notices businesses while driving for Instacart, but social media is one of her main sources for finding local activities.
She recalled learning about a Gilmore Girls-inspired event through a friend’s Instagram post. The event was organized by Emerald Flour and hosted at Hostess, a business on Central Avenue.
Leal said she and her friends regularly share posts about farmers markets and themed events.
“I think that is the best way to make young people at least learn about places and events, through social media,” Leal said.
Her experience shows how social media posts can reach potential customers through personal recommendations, even when the original promotion comes from a business account.
Finding a balance between social media and community connections
The experiences shared by residents, a marketing expert and local business owners suggest that social media helps people discover local businesses, while neighborhood events and personal recommendations encourage them to visit.
Chirinos emphasized the importance of reaching nearby customers through collaborations and in-person experiences.
At Tombolo Books, author events and partnerships provide opportunities to reach new audiences, while ARTpool combines online promotion with window displays and word of mouth.
For Gutierrez, Palustre and Leal, social media serves as a starting point for discovering restaurants, shops and events, while recommendations from friends help influence their decisions.
At The Foundry, Nunnally said her priority was finding a balance between using social media and maintaining the personal relationships that have supported the business.
“I’m damned and determined to find a balance between the two and find lifelong customers along the way,” Nunnally said.
