Small businesses don’t just operate in our community; they are our community. They employ our neighbors, support our schools and reinvest locally. But we can’t keep expecting them to succeed in isolation. If we want a resilient local economy, we need to commit to supporting the businesses that are supporting us.
A strong business ecosystem depends on connection, trust and mutual support. When businesses know and trust each other, they become more than service providers; they become partners in growth. That’s why referrals, and the relationships that drive them, remain one of the most powerful tools a business can have. This kind of ecosystem reduces risk, increases opportunity and creates a sense of shared responsibility that benefits everyone involved.
Word-of-mouth still outperforms most marketing strategies because people trust people they know. According to industry data, over 90% of consumers trust referrals from friends and family more than any form of advertising. When someone says, “Call Café Amor, their catering is top notch,” that carries far more weight than a Google review. A good referral is not just a lead; it is a personal endorsement that sets the tone for loyalty and results in better connections.
And when those referrals are rooted in local relationships, the impact multiplies. Choosing local means keeping dollars in our economy, reinforcing local jobs and investing in a network that can adapt, grow and endure. The strength of our economy isn’t built on a handful of high performers; it’s built on how consistently we show up for each other.
Referrals should be intentional. Before you hire or contract with a company, ask yourself: Are they local? Are they invested here? Do they contribute to the same ecosystem I rely on? One simple step: Check the Chamber directory at durangobusiness.org. It is more than a list; it is a signal that a company is committed to being part of something bigger than itself.
When businesses support each other, there’s a ripple effect. Thriving businesses sponsor youth sports, fund nonprofit programs, volunteer in schools and fuel community services. Those contributions don’t come from chance; they come from success. And that success often starts with one good referral.
So how do you build your referral network? Start with connection. Don’t wait until you need something. Attend community gatherings. Introduce yourself. Learn what others do well and look for ways to support them. Promote others when it makes sense and build your reputation as a trusted resource.
The Chamber exists to help make that happen. Whether it’s joining a Leads Group, attending Business After Hours, showing up for Mornings at El Moro or simply checking the directory; those connections can lead to real opportunity. But like your gym membership, it only works if you show up and engage.
Durango needs more than a handful of standout businesses; we need a connected business network. That’s how we build resilience and something sustainable. That’s how we strengthen our business ecosystem.
Jeff Dupont is CEO of Durango Chamber of Commerce.
