Local pizza shop finds new customers through tourism efforts, social media exposure

SMITHS GROVE, Ky. — After two years of building his business, Tre PIZZA owner Todd Riggs says the days of selling just one or two pizzas are becoming a thing of the past.

The small pizza shop, located on the Edmonson County side of Smiths Grove, has faced challenges attracting customers despite being just a few miles from one of south-central Kentucky’s busiest travel stops.

Riggs says his restaurant receives some business from visitors traveling to Mammoth Cave National Park, but relatively few customers make the roughly six-mile trip from Buc-ee’s along Interstate 65.

For local tourism officials, encouraging travelers to explore communities beyond the interstate has become an important part of promoting small businesses.

The Bowling Green Area Convention & Visitors Bureau has installed wayfinding signs around Smiths Grove to help direct visitors toward attractions and the historic downtown shopping district.

Carrie Cavitt, the bureau’s tourism director, says the signs are intended to make travelers more aware of what the area has to offer.

“The first step of making sure that these people are aware and have more knowledge of what there is to do if they do have some time to kill on their trip is at least putting up signs and promoting where possible,” Cavitt said.

While local businesses have responded positively to the signs, officials say it is still too early to determine whether they have led to an increase in visitors.

Across the county line, the Edmonson County Tourism Commission is developing its own wayfinding signs. However, restaurants cannot be included under the commission’s signage program, prompting officials to use other promotional methods.

Vanessa Ulm, Edmonson County’s tourism director, says social media has become one way to highlight local dining options.

“We do try to do a lot of social media stories or posts highlighting our dining options,” Ulm said.

Earlier this year, the commission spent $5,000 from its marketing budget to hire local food content creator LukeFoods to feature two restaurants: Tre PIZZA and Porky Pig Diner.

Ulm says the effort was designed to bring attention to businesses that could benefit from greater exposure.

For Riggs, the promotion produced a noticeable increase in customers.

“The first content creator food critic came in February, and business was booming, where I was running out of dough daily,” Riggs said.

Riggs said the exposure brought customers from across the country to his restaurant. Although the initial surge eventually slowed, another content creator has since helped generate renewed interest.

He has also experimented with his own promotions and events, including Monday Night Football gatherings, to encourage customers to return.

Riggs says business has become more consistent as he continues working to establish the restaurant.

“It has been a while since we’ve had one of those days, which has been a blessing,” Riggs said, referring to days when the shop sold only a handful of pizzas. “It’s getting a lot better. We’re a little bit more consistent.”

For Riggs, the experience has reinforced the importance of perseverance when operating a small business.

“You just have to try to keep your head up, try to continue on, to know that tomorrow is coming and it’s got to be a better day,” Riggs said.