As a way to support small businesses and stimulate economic growth in underserved neighborhoods, the City of Houston has launched a pilot program aimed at incentivizing residents to shop locally. The initiative, named H-Town Rewards, is designed to connect Houstonians with nearby locally-owned small businesses while offering rewards for their purchases.
Spearheading the program is Cylenthia Hoyrd, Interim Director of the Office of Business Opportunity for the City of Houston. Hoyrd explains that H-Town Rewards is a mobile app that allows businesses to register and residents to shop while earning rewards. The app provides users with a directory of registered businesses, showcasing their promotions and rewards.
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Small businesses in Houston can sign up for the program, detailing their incentives, promotions and discounts to attract customers. Hoyrd explained that these businesses benefit from increased foot traffic, which ultimately translates into revenue.
How H-Town Rewards works
For residents, the process is simple: download the app, browse local businesses and shop to earn rewards. The rewards can be redeemed at any participating business within the targeted neighborhoods, ranging from dining establishments to retail shops.
Participating businesses allow customers to earn H-Points when shopping. Business owners must complete the onboarding form to access benefits through the H-Town Rewards Shop Local Program app.
On the other hand, redeeming businesses in targeted Houston neighborhoods accept H-Points as payment and are reimbursed by the city. By accepting H-Points, these businesses gain visibility in the app, increase revenue, attract new customers and promote Houston’s diverse communities at no cost to them. Eligible neighborhoods include Acres Homes, Alief-Westwood, Fort Bend-Houston, Gulfton, Second Ward and Kashmere Gardens.
Hoyrd shared that the primary goal of the program is to revitalize under-resourced neighborhoods by driving economic activity and boosting local employment opportunities. Modeled after a successful initiative in the City of Boston, H-Town Rewards aims to replicate its achievements in Houston. With approximately 8,000 businesses eligible to be registered on the platform, Hoyrd said the city hopes to expand its reach and encourage more businesses to participate.
“We actually wanted to spur the economic development in those under-resourced neighborhoods where there’s not a lot of foot traffic. These aren’t big block stores or franchises. These are small ma and pop businesses, resident-owned businesses. We want to spur the traffic there, drive the economy there and also boost employment.”
Hoyrd said the city hopes to expand its reach and encourage more businesses to participate as success hinges on community engagement and participation. Small businesses across Houston are encouraged to register on the City of Houston’s Office of Business Opportunity website to join the initiative.
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As residents shop, Hoyrd said they will earn rewards and invest in their neighborhoods, playing a vital role in shaping the future of Houston’s small business landscape.