Opening a new business is always a memorable event for the business owner, but the timing of Diane Greenbaum's opening of Kidcreate Art Studio this spring presented a special challenge.
Greenbaum's grand opening for Kidcreate Art Studio, offering creative classes for kids in south Old Town, was Saturday, March 14 — the day after Alexandria and Fairfax County announced the school systems would close for an entire month to try to slow the spread of coronavirus. (Gov. Ralph Northam later closed schools for the rest of the school year.)
"We had classes, birthday parties, and spring break camps booked and then — BAM! Not a single class held before we suspended activities in the studio," Greenbaum said.
While some people were understanding, others demanded refunds. To be able to keep paying her staff, she offered most parents studio credit toward anything in the shop, a future class or a future party date. The second week, she said, parents were much more understanding as the severity of the COVID-19 crisis sank in, she said.
The mark of a smart business owner is the ability to pivot quickly and respond to its customers needs, and that's exactly what Greenbaum had to do. Do-at-Home Art Kits and video lessons started within days.
"We came out with Do-at-Home Art Kits with Video Lessons and it was a hit. We offered them as a replacement for any class booking and several of them for birthday party and spring break camp bookings," she said. "Then we asked daycares if they were interested since we could no longer come do classes in person. They loved the idea and bought 1 for each student to send home with them on days they would be closed. We've had new kits each week so the projects keep changing and we are getting repeat customers each week from them."
Alphagraphics, a local printing company, is providing free signs to many local businesses advertising contactless pickup and free delivery.
Greenbaum turned a larger portion of her classroom space into a "Studio Shop." Retail was never meant to be a big part of her business, but for now, it's a main focus. Greenbaum raided her supply room for materials and created kits for retail sale with contactless pickup.
The live classes are now done through a secure video meeting service called Blue Jeans. "We're still on a mission to bring grins and giggles to kids through art and the community is saying yes!" Greenbaum said.
Greenbaum, like most local business owners, is working with her landlord for assistance, looking into SBA loans and more.
"The business community is supporting each other because we all want to come out the other side of this. We're determined and we'll find a way," she said.
