Attention matters when a new television show is launched, and as Amazon Prime works to generate buzz for its new unscripted show, “The Pack,” Homewood stands to get some of that attention.
Emily Klehm, director of the South Suburban Humane Society, announced at the November meeting of the Homewood Business Association that SSHS has been chosen to be featured in the launch weekend promotional activities from noon to 5 p.m. Friday, Saturday and Sunday, Nov. 20, 21 and 22.
She said the show, which will be hosted by Olympic skier Lindsey Vonn and her dog, Lucy, has been described as similar to another show, “The Amazing Race,” but for dogs and their humans.
She was at the HBA meeting to invite local businesses to participate in a scavenger hunt designed to bring people and attention to small businesses. She wanted to include local businesses in the event as a way to show appreciation for the support they regularly offer to the humane society.
The initial plan was to list participating businesses that would offer some sort of pet-themed promotion, even something as simple as providing a free dog biscuit to patrons. Customers would take photos of themselves and their dogs while at the businesses and post them to Instagram as part of the scavenger hunt.
The grand prize for the scavenger hunt is valued at $500, she said. First and second prizes will be worth $100 each and third prize is worth $75.
Klehm said WGN-TV and possibly other TV networks were going to cover the event, giving SSHS and local businesses an opportunity for broad exposure over the Chicago metro area.
She said exposure matters to the animals SSHS serves. Every time the shelter gets a mention in metro or national media, Klehm said donations and adoptions go up.
“Every time we’re in public view it has great effects for pets in our care,” she said.
Julie Lawton, director of HBA, said the organization was grateful to be chosen to participate in the event because attention is critical to small businesses trying to survive the COVID-19 pandemic.
“It helps us to get our name out there. It’s a national event. It brings people to our town who might not have come,” she said. “It’s hard for businesses to stay alive right now. We need as much help as we can get.”
Klehm said she talked with one public relations person working on the project who lives in Chicago and had heard of Homewood, but had never visited. When she did, she was impressed.
“That’s exactly what we’re going for here,” Klehm said.
The recent surge in COVID-19 cases has caused plans to change some, however. The scavenger hunt planned for the weekend will be moved online.
“Amazon, the village of Homewood and SSHS all are very conscious of wanting to keep people in our communities safe while still promoting businesses,” she said. “We are so excited to have the opportunity to pivot the contest to a virtual one that will drive awareness, attention and traffic to social media accounts and promote shopping.”
She encouraged businesses promoting the event to tag SSHS and to use the hashtag #ThePackTV.
Local businesses that accepted the invitation to participate include Upsa Daisy, Bottle & Bottega, Art 4 Soul, Vida Taco, LaVoute Bistro & Bar, Jonathan Kane Salon & Spa, Melody Mart, Nail Savvy, Culture, Aurelio’s PIzza, Vicki’s Jewelry, Suzie’s Hallmark and Van Sipma Jewelers, plus the village of Homewood and the Homewood Science Center.
Acceptance was not universal, though. Amazon began as an online book store, and its rapid growth in recent years has been seen as a big factor in the closures of many independent book stores and other small businesses.
Keith Lewis, owner of Bookie’s New and Used Books in downtown Homewood, was the first to decline the invitation to be part of the project.
“Of course we will continue to work with and support the fantastic charities and organizations in the area, but at a time when this giant corporation is making record profits during a pandemic while small businesses are begging for money, we cannot in good conscience participate.”
A number of other local business owners followed suit, and each pledged to continue support for SSHS.
Lawton said she saw the project as primarily about supporting SSHS and local businesses, but she understood the reasons some business owners declined the opportunity.
“I respect those feelings,” she said.
Klehm, too, said she understood the conflict for some businesses, but she noted that Amazon is using its enormous reach to support shelters, and she felt SSHS and the animals it cares for would benefit greatly from the project.