What makes Tel Aviv what it is? For some it’s the local restaurants, for others the neighborhood cafés, new juice stands, old barbershops, and so on. Residents give the Tel Aviv-Jaffa Municipality top marks in its satisfaction index. But business owners, who play such a vital part in shaping the city’s character, are less satisfied.
The Tel Aviv-Jaffa Municipality has always invested significant efforts in its residents. For its businesses, however, it has mainly presented requirements: licensing, property taxes, collection. Even before the arrival of COVID–19, the Municipality understood that its relationship with businesses needed to change. So the Business Division was transferred to the umbrella of the Community, Culture and Sports Administration. But before the administration had time to implement changes, the pandemic began and changed everything. Businesses were closed, the city went dark, and the air filled with despondency and trepidation.
The Tel Aviv Municipality realized that it had to take immediate responsibility for the businesses, which are an essential part of the city’s landscape, and some of which are owned by residents of the city. Alma Shiran, Director of Community Administration for the Southern part of the city, turned to MAOZ for guidance. Together with Director of Community Administration, Ronit Farber and members of the administration management, including Network member, Michael Vole they began the process. The first important step was hearing from the businesses: business owners shared their thoughts with the Municipality, often challenging it. They talked about the difficulties they experience and identified opportunities for improvement.
The Municipality quickly formulated a proposal for an intervention which includes 21 immediate actions that could help businesses recover. The community administration mapped out what a response for these businesses should look like, thinking about how to work with them and how to create a community of businesses.
The program resulted in the start of a learning process which was followed by a process of implementation. A new unit was established, and five new workers were recruited for it. The cost the pandemic has had on businesses cannot be erased. But for the first time, they’re receiving a response and benefitting from the Tel Aviv-Jaffa Municipality’s new attitude.