the What

Abstract

The purpose of this video is to look at one neighborhood/corner store as a hub for community interaction and a dynamic network of interpersonal transactions. Through our film, we want to learn about how these types of businesses contribute to the local and larger economy; how the owners relate to the customers; how their customers relate to each other when they are in that commercial space together; and how the neighborhood/community perceives the store.

Our fieldwork took us to the Haight and Fillmore/Hayes Valley neighborhood of San Francisco. The Haight/Ashbury area of the city is historically known for representing the “free love” spirit of San Francisco in the 1960’s. The essence of the past still draws traveler kids and tourists from around the world, making it a great place for small business to thrive. Within a four-block radius, we scouted five different stores selling liquor, simple household items, food staples like milk and bread. Each store will tell us a slightly different narrative about their community and their role in it. Check out our fieldwork photo album HERE!

- ER

Methodology

We will interview the owner and staff of the featured store to learn about the way the business works.  We will establish a comfortable relationship with the owners and keep our interviews very informal and casual.  Our interview will include inquiries on how they became business owners; how long they have been in the area; how have they seen the neighborhood change; what role do they see their business playing in their community; how they survived the last recession; different associations must one be affiliated with in order to run a successful business. These interviews will run more like comfortable conversations, as if our crew is another member of the community.  All of our filming depends on owner’s permission and availability. In addition to getting to know the owners we will also interview the “long-time” customers who have also seen the community change.

During initial fieldwork/scouting, we spoke to several members of the community about a couple of the different stores around the area.  We asked them about their experience and opinions on the service and merchandise and got mixed reviews.  The corner store selling “whole foods” had a friendly and welcoming “vibe” that we could see by watching the interaction between the clerk and the customers.  The relationship between customers and the stores that sell primarily liquor and cigarettes was more complicated.  One shopper commented that he shopped there only because it was less time consuming than running all the way to Safeway.  This “last resort” type of shopping motive clearly defines a convenient store.

- ER