Trib ups grant fund to $1 million

It was a million dollar moment for businesses throughout the region Thursday when Trib Total Media expanded its advertising grant program from $250,000 to $1 million, meeting an overwhelming first-day demand for funds aimed at helping companies regain their footing amid the covid-19 crisis.

Just seven hours after the application portal opened Thursday morning, requests for matching grants from the Trib far exceeded the $250,0000 initially earmarked for the program, Trib Total Media President and CEO Jennifer Bertetto said.

Requests poured in from more than 60 companies ranging from furniture stores and restaurants to health care firms and car dealers.

A common thread was business owners’ urgent need for marketing support to regain customers lost during the pandemic.

“The incredible response to the program speaks volumes about the resolve of our business community to make a comeback after weathering some very difficult days,” Bertetto said. “We are both humbled and thankful to be a part of their comeback stories.”

The program will match funds — up to $5,000 per month — spent for advertising in Trib products.

The businesses — both new and existing Trib customers — must be locally owned and have no more than two locations in southwestern Pennsylvania.

While reviewing the applications, Trib Chief Revenue Officer Matt Miller was touched by the poignant stories of business owners determined to save companies that have been part of the local landscape for generations.

“This is about sustaining a part of our history in this region. It’s about businesses that have weathered many storms over many decades, but nothing like the fallout from this pandemic,” Miller said. “These companies will need the support of many in the coming months. We are honored to be one of those offering a helping hand.”

Richard Dunhoff, owner of Weiss Furniture in Latrobe, was just coming off a successful Christmas season when covid-19 entered the picture.

Since then, he’s furloughed 13 of his 17 employees and witnessed a 75% drop-off in business.

These days, the family owned store that’s been around for 98 years gets by with sales of medical lift chairs and hospital beds.

“We went from feast to famine, so to speak,” he said. “We’re just trying to survive.”

Dunhoff said the $20,000 matching grant from the Trib will be a “huge” part of his plan to rebound and hopefully recall some employees.

The pandemic has upended Linda Alworth’s future — and her restaurant, The Twisted Thistle in Leechburg.

“It’s heartbreaking,” said Alworth of Gilpin, who purchased the business in 2013 and made extensive renovations to the building along Market Street. “This was supposed to be my retirement and there’s nothing coming in the last two months.”

Alworth said the $2,000 grant will help promote take-out business at the restaurant that is slated to begin May 7, in time for Mother’s Day.

“This is going to be very helpful,” she said.

Another recipient, the Ligonier Valley Chamber of Commerce, will use its $20,000 grant to bolster efforts by merchants and restaurants to lure back shoppers and diners who once filled the streets in and around Ligonier.

Chamber Executive Director Scott Haines said fallout from the pandemic has been “traumatic” for his members, many dependent on out-of-town visitors to their quaint, picturesque community.

Haines said the Trib grant will go a long way in spreading the word that businesses, such as local restaurants that have been limited to carry-out and delivery services, are returning to normal operations.

“We are all hoping that sooner rather than later we can get to some type of new normalcy and everyone can get their livelihoods back on track,” Haines said.

For Saint Joseph High School in Natrona Heights, the grant will give administrators the opportunity to recruit more students. The pandemic forced the school to cancel open houses, shadow days and the spring musical, all key events to showcase the Catholic institution.

“Receiving a grant like this will enable us to have more funds to advertise and let people know about Saint Joseph High School,” said Shane Palumbo, the school’s admissions director. “We will then be able to continue our mission: to educate children in academics, the arts and athletics and prepare them for college and life.”