Rock Springs Main Street/URA Launches "Rooted in Rock Springs" Shop Local Campaign
Every storefront has a story. Every business owner has a dream. And every local purchase helps strengthen the community.
That message is at the heart of Rooted in Rock Springs, a new shop local/support local campaign being launched by the Rock Springs Main Street/Urban Renewal Agency.
Built around the tagline “Shop Local. Support Local. Stay Local.”, the campaign encourages residents and visitors to think local first when shopping, dining, enjoying entertainment or purchasing services.
“Shopping local is about much more than the actual purchase,” said Maria Mortensen, board chairwoman of the Rock Springs Main Street/Urban Renewal Agency. “You’re supporting someone who lives here, employs people here, pays taxes here and very often gives back to our schools, nonprofits, events and community organizations. Rooted in Rock Springs is really about telling those stories and reminding people that their choices matter.”
Putting Local Businesses Front and Center
A major component of Rooted in Rock Springs is an ongoing series featuring local business owners, employees, products, services and storefronts. Individual business features will be shared throughout the campaign, giving consumers an opportunity to discover new businesses while getting to know the people behind familiar ones.
“Rock Springs has so many great locally owned businesses, but sometimes we forget what we have right in our own backyard,” Mortensen said. “We want people to see a face, hear a story or discover a product and think, ‘I need to go check that place out.’”
The campaign will extend across social media, digital advertising, radio, print materials and other promotional efforts. Participating merchants are also receiving Rooted in Rock Springs posters and static window clings, creating a recognizable campaign presence throughout the community.
More Than Shopping
Although coordinated by Downtown Rock Springs, the message behind the campaign is intentionally broader than traditional retail.
Choosing local can mean buying a birthday gift from an independent retailer, meeting friends at a locally owned restaurant, grabbing coffee from a neighborhood café, attending a performance or event, or hiring a local service provider.
Each of those decisions contributes to a stronger local economy.
“When you choose local, those dollars have an opportunity to keep working in Rock Springs,” Mortensen added. “They support jobs, families, entrepreneurs and future investment. Ultimately, strong local businesses help create a stronger community.”
The campaign's visual identity draws heavily from Rock Springs itself, incorporating historic brick, vintage signage and the iconic Home of Rock Springs Coal arch to reinforce the idea that local businesses are quite literally rooted in the history and future of the community.
Follow Along — and Choose Local
Residents are encouraged to follow Downtown Rock Springs on social media as new Rooted in Rock Springs business features, videos and other campaign elements are released.
More importantly, organizers are asking consumers to make a simple commitment: when you have a choice, consider local first.
Explore a business you've never visited. Revisit an old favorite. Recommend a local business to a friend. Share a local business's social media post. Eat local. Shop local. Attend local events.
Small choices, multiplied throughout the community, can have a significant impact.
“Rooted in Rock Springs isn't about telling people they can never shop online or leave town,” Mortensen said. “It's about reminding all of us that we have a choice, and when we can make that choice locally, it matters.”
The Rooted in Rock Springs campaign is made possible with funding from the Wyoming Business Council.
Rooted in Rock Springs.
Shop Local. Support Local. Stay Local.
