Creating new local Businesses in a central Shopping Street

A Case Study of Iwamurada-Honmachi Shopping Street, Saku City, Nagano Prefecture

Abstract

This paper aims to examine practical measures used to revitalize a local shopping street through the creation of new businesses.

Iwamurada-Honmachi shopping street in Saku City is used as a case study. As a result of suburban commercial agglomeration, and a to inherit from aging entrepreneurs, the number of vacant stores in the city center is increasing. However, urban renewal trends indicate a shift to a combination of commercial and residential buildings. The Iwamurada-Honmachi shopping street has developed as a post town along the roadside. In the 1990’s, concurrent improvement of the expressway and a boost in development of commercial agglomerations in suburban areas around the shopping street occurred, consisting mostly of large-scale stores. In response, the shopping street organization experienced a generational shift. Young members of the organization utilized vacant stores for recruiting new entrepreneurs from outside the city, and creating new businesses directly managed by the organization. Consequently, the street reconstructed its commercial and social function, supporting the livelihood of residents, who can now easily access produce stores, restaurants, childcare support, and educational facilities. The following can be considered the main methods for carrying out these activities: (1) Based on the premise that their street is the best located commercial agglomeration in the area, the organization has established its vision for regional contribution. The chief director has shared his vision for concrete plans within the organization. (2) The entrepreneurs are from the same generation, born and bred on the shopping street. Therefore, their regional solidarity was effectively used to unite the organization in revitalizing of the street. (3) Entrepreneurs appointed competent employees from outside the district, allowing for various opinions on operations to reflect in business management. In doing so, they also actively utilized smaller stores, which are easier to set up for business.