Heart of the city still pumping, just to a different beat

Much of the focus on economic recovery in the wake of COVID-19 has been about preparing for the “new normal.”

Looking forward is a good thing, but as we contemplate the future, we must not lose sight of the present. The reality is, this is the new normal.

As leader of an organization supporting local businesses — many of them reliant on foot traffic — I don’t see a return to pre-pandemic commerce anytime soon. Not until there is a vaccine (and maybe not even then) will previous consumption patterns even be conceivable.

Which means that, for at least the next few months and probably into 2021, a significant revival of in-person shopping, dining and entertainment is not likely.

The Downtown Yonge Business Improvement Area (BIA) represents more than 2,000 businesses and their employees, as well as the broader community of residents, students and visitors. It is still the heart of the city, but that heart has a different beat.

Foot traffic can’t be the focus anymore. Now it’s all about eyes and fingers.

Recognizing this new reality, we created a “virtual mall” — an online map, highlighting the products and services available from Downtown Yonge merchants, connecting residents to what’s available in their own neighbourhood. This approach is sustainable for however long this new way of interacting is necessary.

Even live entertainment — long a staple of the Downtown Yonge economy — is doable this way. We expect that programming public spaces won’t be possible for at least a year.

But that doesn’t mean performances have to stop. Music, walking tours, comedy, photo exhibitions and theatre will all work virtually.

Indeed, there are many things people can do in Downtown Yonge from their sofa. Our job is to promote them. In present tense.

Communication is another area that has seen a dramatic rethink.

With so much information pouring out from so many sources, we have to be careful about what we are telling our members — being meticulous about only relaying reliable information and providing links to helpful resources.

Evidently this is appreciated — our email open and click-through rates have been significantly higher than traditional levels.

As businesses continually adjust, it is important for organizations supporting them, like BIAs, to adjust along with them.

I sincerely hope governments will also recognize that the old way of doing things is gone — and it’s not coming back.

Municipalities will need to be nimble (not an adjective commonly applied to City Hall in the past) and flexible, adapting to what will no doubt be an ever-changing series of “new normals.”

Recovery from the pandemic will be an evolution, and we must all be prepared to evolve with it. For the foreseeable future, we will have to navigate around disruption, uncertainty and even fear.

It’s normal. Mark Garner is COO and executive director of the Downtown Yonge BIA.