Navigating Construction Challenges for Cody Small Businesses

A recent City Council work session attracted quite a few local businesses and residents with concerns about the new construction project on Sheridan Avenue. With coming out of a slow winter and then tourist season on our heels, many local businesses are concerned about foot traffic and visibility with some admitting to being threatened by closure.

The real challenge here is how we can maintain the culture of Cody no matter what changes come our way. We are a supportive community with grit and determination. We help our neighbors when they need it. And it’s frustrating when we work so hard as business owners already then have to navigate through changes and challenges. It seems like once we finally get a routine or flow going, something comes and forces us to adjust and adapt again. Such is the life of an entrepreneur, I suppose.

But what if I told you there is a way to find relief in not only maintaining your visibility and awareness of your business , but also improve and grow it despite the challenges? And no – I’m not talking about dishing out more money on empty paid ads on Facebook.

Actually, I have some concerns about the current trend with some of our local businesses. There is more to marketing than paid ads. Whether it’s a digital paid ad on Facebook or a print ad in a magazine, that is not your only option for promoting your business!

Anything of worth is done with intention.

Let me tell you about the Medici family. The Medici, a powerful banking dynasty in Central Italy, deliberately helped transition from the Dark Ages to the Renaissance through their focus on architecture and urban design.
Stay with me here… Rather than creating hastily built environments, they meticulously studied ancient Greek and Roman designs, applying scientific principles to create inspirational spaces.
They understood that beautiful places and strong communities required careful attention to proportions, angles, and other design elements. Their efforts in Florence, Venice, and Pienza succeeded remarkably, sparking artistic and scientific innovation that transformed society. These cities remain premier tourist destinations and continue inspiring creative minds today.

If we apply this to marketing our business – instead of hastily throwing out paid ads out of desperation, what if we paid more attention to understanding our audience and community’s culture, needs, trends, and behaviors? What if we spoke more about how we serve their needs, how we solve their problems, and relating more to the reality of where our customers are in their journey?
Now, I’m not saying Cody is Florence, but it does have its own unique flair we want to retain. The way to navigate through the inevitable changes and challenges here in Cody has a lot to do about promoting ourselves IN Cody – embracing what makes Cody, Cody while also embracing what drives our business. And that has everything to do with defining your brand story and communicating it with authenticity, transparency, and human-ness.

But here’s the reality – half of our local audience here is not on social media. So, even though you’re spending thousands of dollars on paid ads to try to reach a broader audience, there’s no guarantee they’ll come to Cody and visit your business. There is a much higher chance of our local community supporting, advocating, shopping, and inviting non-locals to visit. Stop focusing on the short term sale, and invest more in the long term relationship you should be building with your target audience.

What Happens If You Don’t Adapt

The construction on Sheridan Avenue isn’t just an inconvenience—it’s yet another turning point in Cody’s growth. There will be more construction and changes to come. That’s just the real truth. Businesses that fail to adapt risk becoming invisible, not just behind physical barriers but in customers’ minds. As locals establish new shopping patterns during construction, these habits can become permanent. Without a proactive approach, the reduced foot traffic creates a dangerous cycle: lower sales lead to reduced inventory and staffing, further diminishing your ability to attract customers.

The businesses that thrive won’t necessarily be those with the deepest pockets, but those willing to meet their customers where they are—both online and offline.

The Future Outlook

There will always be challenges on the horizon. So, this goes for all of our Park County businesses who may not be directly effected by the current construction project: Stop depending on a single marketing channel, paid ads or an unknown customer base. Diversifying your approach creates multiple customer streams, providing stability during down seasons and future challenges.
You can accomplish this without draining your bank account on empty paid ads. Invest in sustainable assets that appreciate over time: your reputation, community connections, and brand story—setting your business up for long-term prosperity.

Three Steps You Can Take Today:

1. Share your authentic brand story: Develop a simple plan to share your brand’s unique journey, values, and personality through messaging, social media, and print media . Focus on what drives your business and how it connects with your audience’s needs and aspirations. Show who’s behind your business. Remember that customers aren’t just buying products; they’re buying into who you are and what you stand for. When you let customers see the authentic heart of your business, they become more than customers—they become advocates for your brand.
2. Position yourself as an expert: Reach out to the Cody Journal or other local resources with an article that showcases your industry expertise. The Cody Journal has a team of writers ready to help you share your story and expertise, making the process super easy even if you’re not confident in your writing skills. This keeps your name top of mind with locals even when physical visibility is compromised.
3. Create shareable construction signage: Design eye-catching, humorous signage that acknowledges the construction while guiding customers to your door. You can also turn these signs into social media content by creating posts or reels that showcase your creativity and determination. Create simple videos of staff navigating the “construction adventure” to reach work, or customers receiving rewards for finding their way to you. These light-hearted approaches not only direct physical traffic but also create shareable content that extends your reach beyond those physically passing by and connects you to the community more than any paid advertising.

Ready to develop a stronger marketing strategy that builds loyal connection with your ideal customers? For weekly tips and actionable marketing insights delivered straight to your inbox, subscribe to “The Marketing Shot” newsletter —practical, no-fluff, real-talk guidance you can implement immediately in your business.

This article is proudly sponsored by Cody Calendar advertisers