hyperlocal is the way to go. think about ways to do that. groupon can bring people in. can have local media, local bloggers come in so they can taste the coffee, experience what's different and then amplify the message to their network. really important tactics. >> this is the kind of thing where it is word of mouth, right? >> absolutely. i think the number one marketing campaign for a coffee shop is having a good product. if you have good coffee, good location, good experience, people will talk about it. that said, you want to try to get the word out besides every one customer at a time. i say the younger the company, the more intimate the relationship you need with marketing. if you've been around for a while, you can use newsletters or other things. but now you need to be superlocal, talk to one customer at a time. create an event once a month where people talk about first friday, you go to this coffee shop to get a 50% discount and that sort of consistency can get people to come more often. >> maybe make a partnership. go to the hair salon and say i'll give you free

>> hyperlocal. he says the best ideas come from his interns sometimes. specifically, one came up with an idea for permitted street parking one side of the street is permit j the other side k and that's the dividing line. used to be you could only park on your side of the street or would you get a ticket it. the intern's idea,ish eye a permit that makes it -- issue a permit that makes it legal for residents to park on any side and no ticket. >> thank you. >>> workers had to be evacuated from this richmond police dispatch center this morning. some backup batteries for the power system failed and employees noticed some pretty heavy fumes. firefighters came in, cleared everyone out as a precaution. >> we know there was no interruption in service there was no injury to anyone and they aired out the building and they're back in. there is only the -- the center was closed from 4 a.m. to 8 a.m. >> contra costa county took over the 911 calls and then dispatched officers while workers were evacuated. >>> other bay area headlines. new dashcam video out of hercules