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Steamboat Springs — Business owners paid $5 last week to hear a man some of their colleagues swear by.

Jon Schallert, an internationally recognized speaker who teaches workshops for independent businesses, offered a glimpse of his program at a lunchtime Web seminar Wednesday. The Steamboat Springs Chamber Resort Association fed pizza and soda to people who came to hear him in a Wells Fargo conference room. The Chamber also asked business owners how it could improve its services.

Schallert told several success stories about businesses that have become "destinations." That means they have marketed themselves so well, people will travel hours to visit them. The principles are particularly important during a recession, he said.

Some businesses have found a way to grow, Schallert said.

"The key here is, how do you reposition your business in the eyes of the consumer so they say, 'I've got to go to that place,'" he said.

Companies that have excelled include a shop that offers four sizes of doughnuts, a drug store that has the longest candy counter in the world and a diner that offers a burger with peanut butter. People who run those have marketed their way to spots on Food Network TV shows, for example, he said.

Schallert runs four-day camps that teach business owners how to make their operations a destination. Mainstreet Steamboat Springs Manager Tracy Barnett has sung his praises, and Jenny Wall, who owns Moose Mountain Trading Co., has used his advice to enhance her in-store and Web business.

By the way, that Web stuff is crucial, Schallert said. He suggested that businesses get a Web site, work on search-engine optimization and keep it fresh. Consistent contact with the top 10 percent of customers helps keep businesses alive.

"Statistically, once we get an e-mail address or a mailing address for a customer, it takes one-tenth the money to get them back to our business," Schallert said.

He encouraged chambers of commerce and downtown groups to put together e-mail lists for businesses to share. That idea resonated with All That Jazz owner Joe Kboudi. He suggested that businesses could put products, services or deals in an e-mail newsletter.

"We could ask people to sign up for Mainstreet e-mail," he said. "If they know it's going to be values and (include) special products or things that come in every month, they can look forward to something - such and such has a brand new thing; buy one, get one free."

Chamber Executive Vice President Sandy Evans Hall said her agency is starting a fresh 'buy local' campaign to boost independent businesses.

"We're trying to make sure everything you're doing, you're thinking about doing here in town. : Even taking a vacation here in town," Evans Hall said.

Schallert reminded people to build a business strategy and stay positive.

"This economy is tough, but it's not unbeatable," he said.