Local Businesses Urged to Reassess Policies Amid Community Concerns

In Great Barrington, a growing concern has emerged regarding the impact of local business policies on community goodwill. As the holiday season approaches, residents are voicing their discontent over practices that may harm the very customers who support these establishments, particularly vulnerable seniors.

Community Spirit vs. Business Practices

Great Barrington has long been celebrated for its charitable spirit and vibrant local businesses, often likened to the fictional town of Bedford Falls from the classic film “It’s A Wonderful Life.” Yet, according to Frank Gunsberg, a local resident, the divide between community values and business practices is becoming increasingly evident. He points to a recent decision by a local merchant to eliminate a year-round 10 percent discount for seniors during the busy Thanksgiving and Christmas weeks.

The merchant’s rationale, stating that this policy change was necessary to ensure discounts could be offered year-round, has not been well received by community members. Gunsberg finds this reasoning hard to accept and believes it undermines the principles of support and goodwill that local businesses are built upon.

Moreover, the issue of “COVID-era” fees has surfaced, with many restaurants and shops maintaining additional charges, such as “kitchen service fees.” These fees, initially introduced as temporary measures during the pandemic, are now perceived by some as exploitative. Gunsberg argues that while businesses face significant pressures to remain viable, the erosion of trust can occur quickly when patrons feel taken advantage of.

Consumer Sentiment and Business Accountability

The community’s response is crucial for local merchants to consider. Gunsberg emphasizes the importance of recognizing which businesses truly honor their patrons, citing positive examples such as Price Chopper and Big Y, which have offered substantial markdowns to their customers. He encourages other merchants to evaluate their practices and reflect on their relationships with the community.

During the pandemic, Gunsberg made a conscious effort to support local restaurants by maintaining a consistent tipping practice, even while dining out was not an option. However, he expresses frustration towards establishments that have begun passing credit card fees onto customers, which he views as an unwelcome burden. He believes that while price increases due to inflation, labor costs, and tariffs are understandable, the addition of a 2.5 percent to 5 percent surcharge for credit card use diminishes the customer experience.

Gunsberg highlights a significant marketing principle: for every individual who voices a complaint, there are likely ten others who silently choose not to return. He positions himself as that one voice, advocating for a reassessment of business practices that prioritize community welfare over short-term profit.

As Great Barrington navigates this holiday season, the call to action is clear. Local businesses are urged to reflect on their policies and their implications for customer relationships. By fostering a culture of fairness and community support, merchants can ensure that the spirit of Great Barrington remains intact.