Upmarket Magazine

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Cash Mob Noir Boosts Black-Owned Businesses Posted: 21 Sep 2012 06:00 AM PDT Flash mobs – they have swept the country since the first one took place in 2003. Now, the idea has grown into the Cash Mob, a creative, business-boosting model that doesn't involve dancers or singers. Instead, people with a handful of cash — usually $20 — show up to support a small, locally owned business at a given date and time. This concept has worked so well that it gave rise to the Cash Mob Noir. Designed specifically to support black-owned businesses, it was dreamed up by FraserNet, the nation's largest network of Black professionals, and The Empowerment Experiment, one family's effort to love off of Black businesses for one year. The first event to support quality local Black businesses was held in cities across the nation in May 2012. "It's a really novel idea," says Fabiola Fleuranvil, Chief Marketing Officer for Blueprint Creative Group and an organizer of the Miami Cash Mob Noir. "We saw it as a spark of inspiration and started our own" Fleuranvil says. The Miami group chose Crescendo Jazz and Blues Lounge for their first Cash Mob Noir. Crescendo is the only black-owned restaurant in downtown Miami and the only jazz establishment. Year-long construction along the city's Biscayne Boulevard hurt the businesses on the street and recovering from the dip in traffic was difficult, she says. "Different organizations have shown support for the restaurant, but it wasn't sustainable for the long run." Although held on a date different from that of the national effort, Miami residents turned out in large numbers to support the restaurant, including many elected officials. The event also generated a good deal of media coverage, she adds. Fleuranvil says that the Cash Mob Noir really took off, bringing sorely needed attention to the plight of small businesses, especially black-owned businesses. "This is important because small business really is the economic engine," she adds. "People need to know they [the businesses] exist and these events help'" Fleuranvil says. Response to the May event was so good, there are plans to institute a bimonthly event in Miami. "The focus will be black-owned businesses but we're not limited to that," Fleuranvil says, adding that they could highlight other minority- or women-owned businesses that need help. In a unique twist, the Miami Cash Mob Noir organizers ask that the business they help assist in executing the next event. This also helps an establishment's visibility. Fleuranvil cautions that meticulous planning is critical to making any Cash Mob event a success. Getting the public to attend requires a solid media strategy and good use of all social media platforms. A poorly executed event could do more harm than good for a business, she says. Miami organizers worked very closely with the restaurant to deal with logistics, prepare a workable menu, and to manage the influx of people. "This was really their opportunity to shine," she says.

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