The Locust Valley Chamber of Commerce has spent more than 30 years working to support small businesses and community life in the area.
Founded in 1993, the nonprofit chamber serves businesses in Locust Valley and the nearby villages of Matinecock and Lattingtown. The organization operates as a private non-profit business association made up of volunteers. It gets its funding from membership dues, sponsorships, event revenue, and donations.
Greg Lanza, the chamber’s media representative, said the group’s mission focuses on helping local merchants succeed while keeping the downtown active and welcoming.
“To operate as a local chamber of commerce — an association of merchants, service providers, and community stakeholders who work together to promote economic vitality, community engagement, and beautification,” Lanza said.
Membership is open to brick-and-mortar businesses within the 11560 postal code. Members benefit from social media marketing and can participate in chamber events that draw customers, according to Lanza.
“Our goal is to promote shopping and dining locally, host events, support beautification efforts and do marketing for the downtown area,” he said.
The chamber is not part of local government. It does not pass laws or collect taxes. Instead, it functions as a volunteer-driven organization focused on promoting business activity, improving the appearance, and building a community.
“It’s a private, nonprofit business association made up of volunteers,” Lanza said.
A major part of the chamber’s work involves organizing annual events made to attract visitors and increase exposure for local stores and restaurants. Some of the largest events are the Exotic Luxury Car Show, the Sale Under the Sun sidewalk sale, and the Fall Festival.
Lanza said the Exotic Luxury Car Show draws the biggest crowd.
“The Car Show brings in the most with over 400+ attendees,” he said.
The purpose of events such as the car show is to draw attention to downtown and showcase local businesses for visitors.
“They simply put Locust Valley on the map,” Lanza said. “We are tucked 8 miles north of the Long Island Expressway.”
That location, he explained, is very challenging for merchants. One of the biggest challenges facing small businesses in the area today is foot traffic.
“We are very residential. We rely on great weather for visitors and locals to stroll around town,” Lanza said.
Because the area is largely residential, shops depend on both locals and visitors choosing to spend time walking through downtown. Bad weather or slow seasons can make it harder for stores and restaurants to see new customers coming by.
To help during the slower months, the chamber leans heavily on digital promotion.
“We promote on social media, mainly Instagram re-posts,” Lanza said.
The chamber also uses social media platforms such as Facebook and Instagram to promote upcoming events and share updates with the community.
“We put up local signs, and everything else is done through Facebook and Instagram,” he said.
Lanza said local media coverage can also play an important role in increasing awareness.
“When we get it, it does help greatly,” he said. “But like everything else, the results fade over time. It has to be constant to be effective.”
Looking ahead, the chamber hopes to build on its existing events and expand its impact in the community.
“New events, updated and improved events, and more beautification,” Lanza said, describing what excites him most about the future.
By organizing events, promoting online and showing off the community, the Locust Valley Chamber of Commerce remains dedicated to its mission of supporting local businesses and bringing in more community life.
