Local businesses struggle during the summer months

After finals were finished and bags were packed, students eventually left town for the summer.

This reduction in the Bloomington population left Campus Candy with 90 percent less of their customers.

“It’s a heavy drop off,” Jake Udell, chief marketing officer and creative director for Campus Candy, said. “Business does fall a lot during the summer.”

Businesses throughout Bloomington face this struggle every year as the population of the town significantly decreases after the first week of May. Closing down for four months isn’t an option for most, so businesses have learned several ways to adapt.

Chris Gray, resident district manager for Indiana Memorial Union dining, said similar trends can be seen almost every year.

“It almost becomes a science,” Gray said. “Historically, that last week is less in numbers.”

Gray explained that during finals week is when the initial drop off in business occurs, and then it drops off slightly more after graduation.

When orientation starts in mid-June, business picks up again.

Gray said when the IMU staff is working on the budget for the year, they actually have to plan on losing money during this time and make up for it during other parts of the year.

“But we don’t feel it’s right to close down,” Gray said. “We still need to be open.”

Udell said Campus Candy sees the same decrease during finals week, and also chooses to remain open.

“It’s something you have to be prepared for and accept,” Udell said. “What can you do? There’s not enough people in the town.”

To attract more customers, Campus Candy is starting Bloomington Appreciation Month.

All items will be 20 percent off from now until the end of June.

Udell said this is their main marketing strategy for the summer.

“It gives us the opportunity to give back to the people who are there,” Udell said. “They deserve it. They’re with us 12 months a year.”

Campus Candy will also be decreasing its hours and the number of employees working.

Gray said IMU dining venues adjust by reducing hours and taking advantage of the time to do renovations.

He said the downside to renovations is having to close some food services, but they just advertise the remaining open ones more to make up for it.

“It’s always a tricky thing when you do renovations,” Gray said.

Aside from renovations causing some difficulty, Gray said attracting Bloomington customers is a big issue because of the lack of an outside presence. None of the IMU dining options have a sign outside letting people know where it is located, whereas all the venues on Kirkwood Avenue are visible.

“It’s a difficult operation,” Gray said. “We’re very close to Kirkwood Avenue, and that’s probably our biggest competition in the summertime.”

The upside to the IMU dining business is the catering aspect of it. While two-thirds of the business is retail, which is mostly students, one-third is catering, Gray said.

The increase in the number of weddings keeps the catering business strong. Gray said there are some weekends with five or six weddings booked.

Gray said he believes in terms of business, this summer will be similar to previous ones.

Since this is only Campus Candy’s second summer in Bloomington, Udell said he thinks Bloomington Appreciation Month will make a difference from last year.

“Those relationships with people in Bloomington, Ind. are even more important than with the students,” Udell said.