Durham to debut Bull City Bucks

A new rewards program designed to entice people to explore downtown Durham and frequent downtown businesses is being launched today.

It's called Bull City Bucks.

A dozen downtown businesses - including restaurants, the Durham Bulls, Durham Performing Arts Center and the Lakewood YMCA - have signed up for the program.

"It's kind of a crawl, walk, run kind of thing," said Chris Overby, director of corporate partnerships for the Durham Bulls. "As we build it, I think it will gain momentum."

Like the rewards programs offered by a host of retailers, patrons can earn Bull City Bucks by spending money at participating businesses. Unlike the typical program, however, consumers also can earn bucks by, for example, spotting a Bull City Bucks poster or someone wearing a bucks T-shirt.

Casey Fox, co-owner of the Mellow Mushroom restaurant at the American Tobacco campus, sees the program persuading people who come downtown for a Bulls game or DPAC performance to include a restaurant trip in their itinerary.

And there's really no downside to participating.

"It doesn't cost us anything," he said. "I like that aspect of it."

The program is sponsored by Raleigh's Capitol Broadcasting, which as owner of the American Tobacco campus and the Durham Bulls has a major stake in a healthy downtown, as well as University Ford & Kia.

The idea is to reward consumers for their patronage, as well as providing an incentive for them to explore the new businesses that have blossomed downtown in recent years, said Vickie Gibbs, general manager of new products for Capitol Broadcasting's New Media Group.

Customers receive the bucks after spending money in a participating establishment. Although those businesses don't have to pay to participate, they're expected to offer prizes in exchange for bucks, Gibbs said.

Those range from a meal at a participating restaurant to naming a beer at Bull City Burger and Brewery.

"I really like the idea of helping to keep the dollars local," said Seth Gross, Bull City's owner.

Purchasing a typical meal at a participating restaurant can earn you between 30 and 50 Bull City Bucks. You can redeem 60 of those bucks for a free specialty coffee at Old Havana Sandwich Shop; 15,000 Bucks will purchase an iPad.

Rewards programs have become popular in cities looking for ways to boost their downtown revitalization efforts.

The Downtown Raleigh Alliance has sponsored a rewards program of its own the past two holiday seasons. Last year, 28 merchants participated in "Shop Downtown" in which shoppers received a sticker for every $20 they spent at a participating merchant. Every five stickers accumulated entitled a shopper to enter a drawing for prize packages; each prize package consisted of at least 10 free merchandise offers and/or gift certificates from merchants.

"I think (rewards programs) are very reflective of the times," said David Diaz, the alliance's CEO. "I think people really want something local, and they want to support something that is local."

Bull City Bucks has a high-tech component. Consumers who download apps for their smart phones can earn points by scanning QR codes when they spend money at participating businesses.

For example, the QR code will be on your receipt at some establishments. Those without smart phones will be able to earn Bucks by going online and entering the ID number included with the QR code.

"We are trying to make it as user-friendly as possible," Gibbs said.