Kristen Santiago returns to the show to discuss Gone Local. The online shop and corporate gift box company, which she owns, stocks goods from local makers. Get the inside story on how she acquired Gone Local, what it's been like working through the pandemic, and why she continues to collaborate with the NWPA Beehive.
We also discuss her other enterprise, Ivy + Atlas, "a business consulting agency focused on helping small businesses, nonprofits, and entrepreneurs make improvements to their organizations."
Sponsored by: Erie Regional Chamber & Growth Partnership
Music: Kevin Macleod’s "pamgaea" available via Creative Commons Attribution-International 4.0. License: https://creativecommons.org/licenses/by/4.0/, No changes were made.
Music by audionautix.com. Audionautix's "Roboskater" by Jason Shaw available via Creative Commons Attribution-International 4.0. License: https://creativecommons.org/licenses/by/4.0/, No changes were made.
Transcript
KRISTEN SANTIAGO: I see huge potential for this concept, and I think that it's something that other cities and small businesses could really benefit from.
NARRATOR: That's Kristen Santiago, owner of Erie-based Gone Local, and the first returning guest on Buzz, Generated. If you're unaware, Gone Local is an online store dedicated to our local makers, carrying their products, and selling them both individually and in creative bundles and boxes. In our season two opener, Santiago, a passionate Erieite, talks the history of this business reveals the impact of 2020 and the ongoing pandemic, plus details her decision to pivot the company more so toward corporate gifting.
Join host Tony Peyronel, the executive director of entrepreneurial development for Edinboro Center for Branding and Strategic Communication, as he sits down with our guest. Together, let's discover what the buzz is all about.
TONY PEYRONEL: We're joined on the podcast today by Kristin Santiago, owner of Gone Local, a unique online retail store that promotes products made in and around Erie. Kristen actually has the distinction of being the first ever repeat guest on Buzz, Generated. We originally introduced her to our audience as the owner of Ivy + Atlas, a business consulting agency that helps small businesses, nonprofits, and entrepreneurs. Kristen, it is great to welcome you back to the show.
KRISTEN SANTIAGO: Thank you, I appreciate it.
TONY PEYRONEL: Kristen, before we get into Gone Local, why don't you start by giving our listeners an update of how things are going with Ivy + Atlas?
KRISTEN SANTIAGO: Yeah, sure. I mean, as you can probably understand, the last year has been really ridiculous and unpredictable. But it's going well, and I had the opportunity to partner with a couple of different businesses that really decided to dig their heels in and take advantage of different opportunities that were arising out of this crazy pandemic. So it went really well, and has been going well. But especially with Gone Local recently, I've kind of had to take a step back from Ivy + Atlas and split my time.
TONY PEYRONEL: Right. I was wondering that. I was wondering if there was any tie, or if Gone Local was taking some of the time away that you had previously spent with Ivy + Atlas.
KRISTEN SANTIAGO: Yeah, it's kind of had to. I mean, at first it was like, OK, this is a brand new thing. What am I even doing? How do I do this? So it was pretty slow, but especially in the fall and in the holiday season, it kind of took off and took up all my time.
TONY PEYRONEL: Right. I'm going to get to that later on. I want to ask you about how the holiday season went, because I know I talked with you at that time. But as far as Ivy + Atlas goes, that certainly is a business with strong regional overtones, but I don't think it's quite as hyper Erie as is Gone Local. Would you agree with that?
KRISTEN SANTIAGO: Yeah, I think starting Ivy + Atlas, the idea was just supporting small businesses and entrepreneurs, and not necessarily Erie entrepreneurs. It was more like anybody that is in a similar situation as I was in or as my husband was in when we first started. Those are the kinds of people that I feel like we could really help. And Gone Local, because it started in Erie and the whole mission is supporting Erie makers and entrepreneurs, I think that that's really where the distinction is.
TONY PEYRONEL: Right. And I mean, and that's the forte, too. Your makers are all local, and you're a single site where folks can go to get really cool things made in and around Erie.
KRISTEN SANTIAGO: Yeah, that's the idea, is that it's one place to be able to find and support people and small businesses that make products in your community.
TONY PEYRONEL: Right, OK. Well, why don't you share the story of how you first got into Gone Local? I know there was originally a brick and mortar store that was part of it, and it was locally owned, but why don't you fill in the details of that interesting history?
KRISTEN SANTIAGO: Yeah, it is interesting. Because I am the second owner of Gone Local. I did not-- this is not my brainchild. I wish it was, because it's such a great idea.
But last holiday season, so 2019, these two lovely women decided that they wanted to start Gone Local. And it was downtown Erie next to Ember + Forge. And it was kind of just a pop up just for three months. And it went really well, and they didn't do any advertising, any marketing. It was all word of mouth, and it just blew up. They kind of decided that they didn't really want just the weight that comes with owning and running a small business.
So they closed it down, but shortly after that, I was in conversations with John Persinger and the staff at Erie Downtown Development Corporation. And they were talking about how much they love the concept, and how it really complemented all the work that they're doing downtown. And they knew that I was already working in that space. Not physical space, but the entrepreneurial, small business space.
So they just approached me and said, this is a really interesting concept. Is this something that interests you? And so they connected me with the former owners. And that one conversation of me just kind of learning about what they did and how it worked, they ended up just kind of handing me everything. So it's this twist of fate and not something that I ever thought that I would be doing, and not anything I planned on doing. But it was sort of the opportunity that you just don't say no to, so I figured it out.
TONY PEYRONEL: So it was a very organic start, and one that local leaders seem pleased with.
KRISTEN SANTIAGO: Yeah, yeah. And the weirdest part was that when it was started, this was-- I think our conversation started last February and March. And so as we were working on the paperwork and the legal process of transferring ownership is when the governor shut down the state of Pennsylvania.
So the idea first was to move into the brick and mortar store, and do everything as they had been, but it just didn't make sense to do it at that time. Nobody was shopping, everything was closed anyway. So at that point is when I decided to just put it all online, which is where my experience was anyway. So it just, I don't know, it worked out really, weirdly well.
TONY PEYRONEL: That's interesting, because timing is everything, and COVID is throwing the timing off for so many things. But I'm assuming-- and I think you've just hinted at it. Building the strong online presence became even more critical once COVID hit. What impact did that have on the business, and how did you adjust?
KRISTEN SANTIAGO: Oh, it was everything. I mean, I still am not in a brick and mortar store, and I-- we crushed it last year. We did so well, and it was all organic growth. And I think just my former knowledge of marketing, and digital marketing, just really lent itself to knowing how to build a strong website and a strong online presence, not just with our website but with social media as well. Really being able to tell the story of what we were trying to do, and how to do it effectively, worked really well for us.
And again, I haven't I haven't spent a dollar on advertising yet. It's all been organic. And so yeah, I mean, it's been interesting, and definitely a learning curve for me, because this is my first time with an actual retail business. But I'm enjoying it. It's really exciting.
TONY PEYRONEL: And once we do turn the corner on COVID, the brick and mortar store is still a possibility?
KRISTEN SANTIAGO: Yeah, I think so. I mean, I don't know about that exact space. I mean, I'm definitely open to it. But the more that we've been working on this business, the more that I'm realizing-- I think there's more opportunity in corporate gifting than there is in actually a physical retail store.
And so what I'm envisioning is something more of like a warehouse office space that maybe has a retail brick and mortar component to it. But just somewhere that really gives us space to spread out and to store inventory, and pack a hundred box orders. That kind of thing.
TONY PEYRONEL: Right. Well, we're going to-- I have some questions about that I am going to ask you. But why don't you explain to those in our audience who might not understand, what the niche of corporate gifting is?
KRISTEN SANTIAGO: To be honest, I really didn't know the breadth of this industry until I got into it. But basically, the idea is that so many different businesses, not just in Erie, they're already trying to buy gifts for their employees, for their clients, for recruiting. I mean, there's so many different opportunities to say thank you to people, or to recognize them in some way. I mean, it's $125 billion industry in the United States. So in Erie, I think it's really gone untapped until now, and the appeal to me is that I can reach that market and reach that need, but in a local way. I can make it really easy for the businesses in the area to say thank you to their employees and to their clients, but with local products.
NARRATOR: This episode of Buzz, Generated is sponsored by the Erie Regional Chamber and Growth Partnership, the voice of the business community in the Erie region. The Chamber provides advocacy and access to people, education, and information, so the businesses have the leadership, resources, and expertise needed for continued prosperity throughout the region. Schedule a time to meet with the Business Action Team and learn more about how the Chamber can help, or visit the Regional Chamber and Growth Partnership online at www.eriepa.com.
The growth of our vibrant community in Erie, PA depends on a dynamic business environment. The Erie Regional Chamber and Growth Partnership aims to provide just that. Let's get back to the episode.
TONY PEYRONEL: We mentioned a couple of times we corresponded over the holidays, and you were-- you just seemed to be, to me, nuts busy. And I'm assuming that the lockdown from the pandemic made what is always a hectic time for retailers even more frenetic. Was that true for you?
KRISTEN SANTIAGO: Yeah, I mean, I guess I don't have much to compare to other than my observations of what happens to other retail businesses. But for sure, I mean, not only was it super busy because it's the holidays and everybody's giving gifts, but we're all trying to navigate what this looks like in the middle of a pandemic. How can we safely give people the opportunity to shop, and shop local, while just figuring out what that looks like? Especially for us, because we're all online.
And we did do a couple of pop-ups with some other local makers during the holidays. But yeah, it was crazy, and I think when we talked it was like, peak craziness. And I was quickly learning all of the bottlenecks and the shortcomings that were in my business. I was kind of thrown into it.
TONY PEYRONEL: Right. Well, this next question comes from a couple of things. Something a colleague mentioned to me, and then from my own imagination having looked at your website. And that's the behind-the-scenes of your process. And I wonder if you can take our listeners there.
Because based on my imagination and what I've seen from your website, I kind of picture you, your husband, this cute little dog with big ears that you have, in the middle of a room at your house and you're just surrounded by mountains of boxes and packing tape. How the heck do you get all those gift orders out the door and on their way? And is that what your place looks like? I don't know.
KRISTEN SANTIAGO: It's not too far off, honestly. So my husband has his own business, and so that's where most of his time is spent. But he's been so supportive, and just so willing to basically turn our living room and my office into Gone Local.
And we've moved couches around, and we've put shelves up, and it's just kind of been something that we have adjusted to as we've grown. And I do have a little office, a home office that I work out of, where I store inventory. But when we get corporate orders, it is kind of that way, where it's a mountain of boxes and we form this little assembly line, and my dog wants to be involved in everything and poke her nose in everything and step on all the things that we have. I mean, it's something that we've kind of built a process for, and I think especially once we move into like a warehouse space, we'll have the system down. It'll be an easy transition.
TONY PEYRONEL: Right. And you're saying some people's assumption might be that this would put a strain on a marriage. You're telling our listeners it's strengthened yours.
KRISTEN SANTIAGO: You know, it's been both. I think that just in general, this past year has challenged a lot of marriages, just because people are home, and all of the things that they've been ignoring come out into the air. And my husband broke his ankle last year or two in the middle of all of this, so that was an interesting transition.
But no, I mean, I think that we're both each other's champions, and we're both so supportive of each other anyway that it just like, you know what, this is what I want to do. And so, OK, go get it, go do it. So a little of both.
TONY PEYRONEL: Now Gone Local was a great story, but another interesting part of this is that each one of your makers has a cool story on their own. Would you just kind of toss out to our listeners, kind of a sampling of some of the folks who sell stuff on the website?
KRISTEN SANTIAGO: Yeah, I think the two that come fresh in my mind are Flagship City Press and HopLeaf Tea, because just recently I was making this corporate gift guide and I asked each of them to share a little of their story. And Flagship City Press is great, because it's these two women, Dena Rupp and Corinne Kraus. And they basically, just like me, they saw a need. And they're both designers, and both really creative, and they both love Erie, and so they started this stationary business that celebrates all of the things that we love in Erie.
And then HopLeaf Tea is a guy that just-- he just loves tea, he loves hops. It's just like a little side project of his. He has a full time job and he has kids, and it's one of the many examples of people that have this passion, and they just make it work. They figure it out, and they slowly grow as it catches on. So it's super cool to be able to not only find these people, find these unique makers, but give them this outlet of support, and this way to just grow their network and grow their audience.
TONY PEYRONEL: Right. And we have Dan from Hop Leaf Tea is one of our new clients.
KRISTEN SANTIAGO: Oh, cool.
TONY PEYRONEL: We've just taken that operation on, and we're doing some branding work for them. And I know that students from our Beehive interviewed some of your makers, and that we also did some branding work for you. And I'm wondering how you would compare the extent of your collaboration with us for Gone Local as it was with Ivy + Atlas. Were they similar? Has this one been more extensive?
KRISTEN SANTIAGO: Yeah, I mean, they were pretty similar, because it was branding for both. I think that Ivy + Atlas was a little more challenging because, first of all, we had to change the name halfway through the project. Which was-- that was a whole thing.
But I think that my second time around with Gone Local has just been more-- I would say more rewarding, more enriching. Because I've been through the process, and I was really able to-- number one, know what to expect this time around. And number two, just be able to sit back and kind of watch the creativity of these students blossom.
And it was so exciting, and so rewarding to me to be able to give them this cool project, this unique opportunity, that I could tell was just really exciting to them. And that's something that I always was looking for when I was in college. My husband, too. We're always looking for cool little ways to boost our resume or be a part of the community, or whatever it is. But I think that the second time around, it was different, but in a good way.
TONY PEYRONEL: Right. I forgot about the naming issue with Ivy + Atlas. You reminded me. And Scott Gladd, our creative director, he and I had a name suggestion. It wasn't Ivy + Atlas, and we thought it was like, spot on. And a couple of our other colleagues just harshly shot it down, and I think now I'm forbidden by law from sharing with you what that idea was.
But thank you for reminding me of that experience, that the whole naming issue was a key part of the work for Ivy + Atlas. And obviously, you're a repeat client. You've come to us with two different clients.
You've worked within the Northwest PA Innovation Beehive Network, of which we're a part. You've done it twice. So you must be fairly happy with the quality of the work that you received. What are some of the reasons that you would recommend us to other small businesses and small business owners?
KRISTEN SANTIAGO: Yeah, I mean, exactly that. Number one, you're getting the branding, the logo, all the things that you need for your business that sort of professionalize it. And number two, it's the reward of seeing students who are just starting out in this field.
I think actually, some of the students on this last project were-- this was their first client ever. I was their first client ever. And that to me is so cool, because I mean, I'm blown away by the work that they're done. And I'm like, I can't even believe that I'm the first one, because you guys were so professional the whole time, you were so creative and just responsive, and followed all of my recommendations and my needs. And you kind of know what you want, but until they show it to you, you don't know that that was what you wanted all along. And it's just this really cool process, and I know that you guys do things beyond just logos and brand assets, but it's just something that I can't recommend enough. I mean, that's why I keep coming back.
TONY PEYRONEL: Right. Well, thank you, thank you. That's why you're our first ever repeat guest here on Buzz, Generated. And it is an interesting experience.
And at Edinboro, we do a lot more work not only with students but within existing courses. I think we do that more than any of the other beehives. And it's challenging, because you've got to stick to the 15-week semester, you've got an instructor that still needs to assign a grade, but you're doing professional level work for a client.
So thank you for the compliment. It is challenging, but I think it ends up being just an awesome-- mostly for the students, it ends up being an awesome learning experience for them. It's not a textbook thing. They're working with actual clients, and they do seem to blossom from it.
Now you mentioned previously that, what we probably could have assumed was that, Gone Local diverted some of your attention from Ivy + Atlas. But I'm wondering if you'd be willing to share any specific future plans that you have for either organization.
KRISTEN SANTIAGO: Yeah, I mean, I think that Ivy + Atlas is probably going to be something that I always just have a part of my tool belt as a company that lets me consult and support small businesses and entrepreneurs, because that's one of my passions. But Gone Local specifically, I mean, it's so closely related to what I was already doing. But short-term, I think figuring out some sort of physical space would make sense. I'm also working with Penn State Behren's Accelerate Program where they fund an intern for the summer. So I'll probably be getting an intern this summer.
TONY PEYRONEL: Behren obviously is one of our partners in the Beehive.
KRISTEN SANTIAGO: Yeah, yeah. And so I mean, you guys can tell I'm a I'm a big fan of using the resources that I have around me. But long-term for Gone Local, I would love to see this concept in other cities, too.
I don't want to get ahead of myself, because I tend to do that and there's still a lot of work to be done to figure out how the business works and how the structure is going to make sense. But I see huge potential for this concept, and I think that it's something that other cities and small businesses could really benefit from.
TONY PEYRONEL: Right, it's interesting. We see it as an eminently Erie thing and all the cool niche things that are going on in Erie, and it's a good fit. But I agree with you, there would have to be ways to apply-- to catch that feel of other cities and do the same kind of thing.
So good luck if you end up trying to go that route. I know Erie is a big part of your personal brand, but good luck if you try to extend that to other communities. And Kristen, I'll just close our interview here by asking if there's anything else you'd like to share with our listeners?
KRISTEN SANTIAGO: I don't know. I mean, I feel like maybe I said something like this the last time we talked. But I feel like it's really important to do what you love and follow that feeling, because I think so often people get caught up in doing what they think they're supposed to, what they think they have to, or what they think they're obligated to.
But so much of my work in the businesses that I own is surrounded by people just following their passion. And I think that's something that's so valuable and so important to do, because there's nothing like seeing somebody or talking to somebody who just lights up when they're doing what they really love. So I would just encourage people to do that.
TONY PEYRONEL: Well, thank you very much. It's been a delight to have you back here a second time.
KRISTEN SANTIAGO: Thank you. I appreciate it.
NARRATOR: Gone Local can be found online at their website, gonelocalerie.com, on Facebook and Instagram, Gone Local Erie. Look for the links in the episode description. The Northwest innovation Beehive Network works to enhance business expansion and development in the Erie area. The Beehive is made up of five grant-funded centers to collaborate to encourage business growth.
The centers work together to form the Hive network, while each location operates in its own specialized area of expertise. Blasco Library, Penn State Behren, Edinboro University, Gannon University, and Mercyhurst University, are each responsible for a specific service. You can contact us at nwpabeehive.com.
You've been listening to Buzz, Generated. This podcast was released through Edinboro University's Center for Branding and Strategic Communication. It's produced by Keith Hepler and Chris Lantinen.
Thank you to our guests for their insight, and to you, our listeners, for taking the time to experience innovation alongside us. Consider subscribing if you like this episode to get more as soon as they drop. And if you really enjoyed it, jump over to Apple Podcasts for a five star review. Thank you for listening.
