Following the announcement that Placerville had been selected as one of 20 towns to receive a paint makeover by the Benjamin Moore & Co., Nick Harris, vice president of Marketing for the company, provided some additional details about the contest.
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Saying this was the first year for the project, Harris said that Placerville was pre-selected to be included in the initial 130 North American cities because it had “a strong business community, a Benjamin Moore dealership and a spirit of wanting to revitalize their Main Street.”
The social side then took over, he said, with voting driving the results, which whittled down the initial 130 towns to 100 and then down to the 20 winners.
Harris declined to state where Placerville placed in the final vote, but noted that the city started high and stayed high throughout the contest. “Our position is everyone won,” he said.
The vice president also wouldn’t comment on the dollar value of the paint jobs, saying the amount would vary with the scope of each project. “Our pledge is to revitalize three blocks of Main Street and do whatever it entails to the satisfaction of all the small businesses and shoppers.”
“Every main street is different,” he added, “so we will work with the local project managers, the Benjamin Moore paint dealer, local officials and the business community. Everything will be done very well and we’ll make sure all the stakeholders have a voice in what happens.”
Harris noted that the project, which they expect to complete a year from now, includes the use of sustainable products that don’t have a significant impact on the environment. He said that was one of the reasons a partner in the project, a nonprofit called “Make it Right,” that was founded by actor Brad Pitt, gave the project its endorsement.
So far the reaction from everyone involved in the contest has been very strong, according to Harris.
“It has exceeded our expectations and has been overwhelmingly positive,” he added. “Main Street is the core part of who we are and who our dealers are. This could lead to talking about Main Street in a whole new way.”
Contact Dawn Hodson at 530-344-5071 or [email protected] Follow @DHodsonMtDemo on Twitter.