NoMa residents might be missing out on an under-the-radar discount

You might be missing out on 10% off your favorite NoMa sweet treat. 

The NoMa Business Improvement District launched a discount card for residents or workers in the 20002 and 20001 zip codes, but many residents are not aware of the discount. 

NoMa BID announced the NoMa Neighborhood Card in June via its social media platforms.  

Currently, 26 NoMa businesses are participating. Among them are hotels, doggy daycares, vets, restaurants, and even fitness centers. 

On its website, the BID describes the program as an “all-digital card app designed for the thousands of residents and workers in the neighborhood.” It’s designed to support NoMa businesses through 10% discounts on all orders at participating locations, the BID said. 

Here’s how it works: 

If eligible, NoMa community members can enroll in the program via the BID’s website.

Users will scroll down to the blue “Sign up” button, where they will be asked to provide their name, address, and contact information.

The program doesn’t currently have an app or features to add to your smartphone wallet, but users are prompted to add the program to their homescreen, which will function similarly to an app.

Once enrolled, users can select the location where they want to redeem the discount, then select the business and add the discount to their cart.  

Once they go through the redemption process, users will have 10 minutes to redeem the discount at checkout. You must be at the location to redeem the coupon. 

Many businesses offer 10% off any order, but some may offer more limited discounts. For example, Bouldering Project offers 20% off a customer’s first month, and Livewell Animal Hospital of NoMa offers 10% off wellness visits only. 

Who is participating? 

Why did NoMa BID start this? 

“We want the local neighbors to support the local businesses,” said NoMa BID President and CEO Maura Brophy. 

Brophy said that the program’s conception was rooted in building community. She said that offering a discount program helps residents feel connected to local NoMa businesses, in hopes that they will spend their money in the neighborhood. 

“If you go in and see the same barista every day, you might get to know their name,” said Brophy.  

On average, about 48% of each purchase at local independent businesses is recirculated locally, compared to less than 14% of purchases at chain stores, according to reports from the American Independent Business Alliance. 

“Not only does it help support the businesses, but I also think that by bringing repeat customers into the same establishments, people get to know each other more; they might become more friendly. So it really is a true business support but also a community development tool,” said Brophy. 

Brophy said success to her would look like “high utilization.” She hopes to see continued growth in participation from the NoMa community and connections made between residents and workers.  

The BID has had over 3,000 people sign up for the program since its launch in June, according to Brophy. 

Businesses and residents have primarily learned about the program through the BID’s social media presence. 

How do the local businesses feel about the program? 

Round Cafe, an Asian-inspired coffee shop, is new to the area. Because of this, Round Cafe staff member Tanapol Taecha said the discount was a great tool to increase awareness and exposure in the community.   

Another new business to the area, Saladworks, is participating in the discount program.

The owner of Saladworks, who asked that his name not be included, said he joined in hopes of gaining exposure, integrating into the neighborhood, and providing a bit of financial relief to the community it serves.  

He said he’s heard community members voice frustrations about how expensive goods and services are, so he thought it would add value to the neighborhood. 

“To me it was about a good way to be part of the neighborhood and take care of the neighborhood,” said the Saladworks owner. 

When asked why a business would reject participating in this, Brophy said, “my guess would be the margins.” She said some businesses might not find the 10% discount favorable, depending on their revenue.  

There might be a gap in awareness. 

Several businesses in the program noted a lack of participation. 

“We have only had one person use it,” said Lizeth Cruz, cashier at Uncle Chip’s Cookies. 

The Saladworks owner said that being part of the program is not yet generating the traction he expected.  “It did not bring as much exposure as I thought it would,” he added. 

When he joined the program, he said he thought most of the NoMa community was already aware of the program and using it.  

But, he said he has only seen a handful of customers use the discount, adding that maybe 10% is not enough of an incentive to draw consumers away from the convenience of apps like Uber Eats. 

Saladworks has a “NoMa Neighbors Card” decal on its entrance door, with additional reminders right next to the kiosk where you order food. 

Not all participating businesses will have these stickers up, but the BID president said they think there is a benefit to businesses mounting the NoMa Neighbors Card stickers, as it may serve as a “visible signal” to remind NoMa residents when they are standing in line. 

Since the program is very new, businesses say they hope that as it gains more exposure, more community members will participate. 

The owner of Saladworks said that seeing one or two people use it each day would be a success in the future. 

“We do plan to keep promoting and advertising it so we can get increased participation,” said BID president Brophy. 

Many residents and workers in NoMa confirmed the lack of awareness. 

One worker in NoMa, Alexa Caruth, said it was her “first time hearing about it” when the Wash asked her.  

Despite the lack of awareness, community members are excited about the opportunity to save some money and to discover new places.  

Tiara Jones, a NoMa resident, said the program is a great reason to venture out and to find a new “go-to.” 

Jones said the discount is incentive enough to encourage her to try new places and that she is really happy to see non-food services offering discounts as well. 

Regarding the process for accessing the discount, Caruth said she expected the program to be more like a “tap to go” process. She would prefer something more like a “punch card” versus spending a few minutes adding the specific discount to a cart.  

But Jones said she doesn’t mind the process. “I spend a lot of money on outside food, so it’s definitely worth the little bit of time,” Jones said. 

If residents don’t see a business they frequent on the list, Brophy said community members should reach out with suggestions. 

“We’d love every business to participate,” said Brophy.  

Businesses hope to be part of this program for the long term, and the BID wants community members to become comfortable with the discount.

“There’s no expiration date as far as we’re concerned,” said Brophy.