Coudersport lobbying to save JCPenney

Community leaders and townspeople paraded into a makeshift television production studio last weekend, sending an SOS - Save Our Store - to corporate leaders at JCPenney headquarters in Texas.

Their mission, albeit a long shot, is to persuade JCPenney to reverse the decision to shut down its Coudersport store in February. The closing would eliminate 12 jobs while removing a cornerstone of the town's business district.

The filming session, supervised by volunteer videographer Rich Esposito, was the basis for a video which is being produced to demonstrate how the relatively small store in downtown Coudersport symbolizes the mission and values of the chain's founder, James Cash Penney.

Testimonials from customers, employees and community leaders will highlight the pitch. The appeal will emphasize how JCPenney could

capitalize on the Coudersport store as an image-builder, portraying the giant merchandiser as a community-focused business in a downtown setting.

That's one way to contrast JCPenney from competitors such as Wal-Mart, the group believes.

Coudersport teenager Katie Lamb was among those who shared testimonials about JCPenney with videographer Rich Esposito.

"J. C. Penney himself believed in the concept of a business 'doing well by doing good,' and the partnership between his stores and their communities was very important to him," said a spokesman for the group. "The fact that the Coudersport store is profitable and its employees are deeply involved in community activities makes it a model store for the merchandising chain and it's potentially a great imagebuilder, in keeping with James Cash Penney's philosophy."

The Coudersport store has been at the same location since opening in 1930. One selling point for the store is its potential to be linked to not only JCPenney's own heritage campaign, but also the regional heritage promotional activities that are underway. Esposito said the video appeal is being fast-tracked for delivery to corporate leaders in Plano, Texas, as early as next week.

Among the organizations involved in the mission to save JCPenney are the Coudersport Area Chamber of Commerce, the Potter County Redevelopment Authority, the Coudersport Area Merchants Group and the Renaissance Committee, an organization of strategic thinkers and community leaders who have been brainstorming and advising decision-makers in the wake of the Adelphia bankruptcy in 2002.

Coudersport is hoping the values of founder James Cash Penney are still being carried on by today's decision-makers at JCPenney. A plea is being made to corporate officers to give Coudersport a chance to prove it can set an example of how a retail giant can thrive in rural America.

Esposito is being assisted by Kim Hoak, a reporter for the Potter Leader- Enterprise; David Brooks, executive director of Potter County Recreation Inc., and other volunteers. Dan Kerr donated the use of his studio at Dan's Creative Portaiture for Saturday's filming session.

Linda Russell, a former JCPenney employee and longtime customer, was among those community members who made an impassioned plea to the company.

"I hope that JCPenney realizes what they have in that Coudersport store," she said. "It's a very special place and it should be valued by the company."

Russell and others came to Saturday's filming dressed for the part in clothing purchased at JCPenney. All three commissioners-elect and two current Commissioners were among those who were filmed, as was Potter County Judge Harold B. Fink.

Sylvia Venne, manager of the JCPenney stores in Coudersport and Towanda, said those with questions or comments about the closing should call 972-431-8200, or email prmail@jcpenney.com. Letters should be sent to: Corporate Customer Relations, P.O. Box 1001, Dallas TX 75301.

Comments can also be sent via the Internet at www.jcpenney.net.