To make sure they survive in an uncertain economy, Main Street businesses in New Paltz should both seek to brand themselves as one united entity and think deeply about who their customers are and what motivates them, Ulster County Planning Board Director Dennis Doyle said. Doyle urged the crowd to take a lesson from Phoenicia, which turned the tragedy and destruction of tropical storms Irene and Lee into a drive that helped unify businesses on Main Street. Part of their winning strategy has been pooling resources to advertise collectively as a downtown -- using Phoenicia as a brand name. In a time where Internet sales on Amazon and other shopping sites offer extreme convenience and unmatchable selection, local shops have to sell experience more than goods.