Yahoo Finance’s Alexis Christoforous and 'Small Business Revolution' hosts Ty Pennington and Amanda Brinkman discuss the latest season of the show and COVID-19's impact on small business.

Video Transcript

ALEXIS CHRISTOFOROUS: Small businesses across the country are struggling with the new realities brought on by the COVID-19 pandemic. And they're holding out hope that the next stimulus package provides some desperately needed relief. Season five of the hit Hulu series "Small Business Revolution" is now streaming, and this season they visit Fredonia, New York to help small business owners adapt during this unprecedented time.

And joining me now are the show's hosts, Amanda Brinkman of Deluxe Corporation, and renovation guru, Ty Pennington. It's so great to have you both with us. Hey Amanda, I'm going to start with you. Because I know you had started just filming in Fredonia, New York in March, when the lockdowns started to happen. How did the show have to quickly pivot to make this season a reality?

AMANDA BRINKMAN: Yeah, well first and foremost, we had to move to virtual capturing of the production. And we were very blessed that we were able to meet the businesses ahead of time, meet the community, and select the businesses that were going to be featured in season 5 before the pandemic hit. And then we just got to work with helping these businesses survive this unprecedented crisis. I think people are recognizing that COVID is affecting small businesses disproportionately. And so the work that we do every year on the show and in real life was more and more important to helping these businesses not just survive the crisis, but truly thrive.

Ty, I'm curious what you saw there on the ground. How are these businesses surviving this new reality right now?

TY PENNINGTON: Well this was definitely a very, very special season. Because we were able to get into Fredonia, meet the business owners, really see them in their element, and realize what their struggle really is. And then we went back, put our heads together. The Deluxe team got all the experts together to figure out a plan of attack. And that's when COVID hit. And to be honest with you, I think it's one of the best Seasons ever. Because not only does the show "Small Business Revolution" shine light on the struggle that small businesses face every day, but we're talking about a season where these small business are facing it during COVID.

And the crazy part about it is, you really see these real lives, the fact that these aren't just business owners. These are people raising families. You really connect and you understand exactly, sort of all over America, what people are dealing with. But what I was truly amazed about is not only the resilience of the business owners, but also a way for the Deluxe team to figure out how can we do this virtually. How can we do the physical transformations by going in, when the business owners aren't there? You had community-- other businesses helping other businesses at the same time. We had to do sort of this virtual communication, through screens and using technology in ways we haven't.

But I have to say, I think it's probably the proudest season I've ever been part of, just because to be able to make a difference every time we do this for a small business, but especially during a pandemic. Because these guys not only have persevered. In many cases, they've actually done better, because we've shown them ways to find other outlets.

ALEXIS CHRISTOFOROUS: You know, I think that is so important. Right? I mean, everybody just sort of has to pivot when something like this happens. So Amanda, what were some of the things that you did with these businesses that you can share with us? Some tips or advice you gave them to make it through this difficult time?

AMANDA BRINKMAN: The number one thing we worked with them on was their marketing and communication. So again, I think people are recognizing how hard this has hit small businesses, and people really want to support the entrepreneurs within their coummunity. But as small business owners, we need to make that as easy as possible. And marketing and communications is one of the most effective ways to do that. So communicating with your customers about whether you're open or closed, if it's a hybrid approach, how you've maybe changed your operations model. Are you doing curbside, pickup, delivery? Have you changed your hours?

And so for those who aren't familiar with the program, it's essentially a business makeover show, but done with heart. And we always help them with marketing, financial, and operational pieces. But it was really important that we help them figure out, how do they still meet their customers' needs during these, again, unprecedented times? So marketing was a huge part of how we helped them continue to stay in front of customers, communicate with them, and bring people in.

ALEXIS CHRISTOFOROUS: Ty, did any one thing, I guess, inspire you most about this season? Or did you see sort of a thread throughout all of these business owners while you were shooting?

TY PENNINGTON: I would definitely say-- I would just say this. You will become connected. You will be affected just like I was, when you experience what this show is. There were a couple of episodes-- especially when you talk about Mike from Nice & Clean. This is a guy who is really a self-made guy. He was literally working in a factory, a metal factory. We're talking intensive heat, et cetera, steel. And then he started moonlighting trying to create his own business, and that was auto detailing. And he's trying to really provide for his family and his kids.

And this is a guy who just didn't believe that money ever goes to anybody, except money. As he said poignantly, money always goes to money, and it's the people like me that never really see any of the fruits of their hard labor. And what was really wonderful to see is by him connecting not only with the team from Deluxe, but also experts that also are in his field, he realized there's a whole other section of his work that he was missing out on-- that he developed and found a way to finally, not only have his business succeed, but he could finally lose that other job, and just focus on what his dream has been. And so what this show really is, it's the American dream. And you really see what it takes to live that dream.

There's another episode that's Fresh and Fancy florists, which is a mom and a son team. And you're seeing challenges that you didn't even realize existed for somebody as simple as just a town florist. But what I love is the resiliency, that no matter what they're faced with, they're not giving up on this dream. And let's face it, these small businesses in small town America, that's what makes the charm of America. That's why we live in these little communities, so we can have-- walk streets to see shops that you don't see on the interstate and the big malls. And so it's just such an important show, and it's such an important-- I would say, window into America-- that we sometimes forget how important the small businesses are. But I think because of this pandemic, it really has shined a light on how important it is for all of us to chip in and save these guys any way we can, especially during the holiday season.

ALEXIS CHRISTOFOROUS: Yeah, talk to me about that. Ty, how can we all show our support and our love for these small businesses? As you say, they're the charm and the backbone for many small communities. I mean, they put so many people to work.

TY PENNINGTON: Yeah. I mean, look, one thing you can do during the holiday season is gift cards. In fact, I believe, Amanda-- I think they still do it. If you go to smallbusinessrevolution.org, you can sign up to win a gift card that you can use in any business in your community. But I think what's great is people are really realizing the importance of it, whether it's ordering with a delivery service, or ordering pick-up, support those local restaurants that won't survive without you.

But it's not just the restaurants. You've got to remember, it's the dog groomers. It's the specialty shops. It's all the people that run sort of that mom and pops. This is our passion. This is our dream business. Because it is really tough to maintain and to survive in this sort of economic world we're in, not to mention in a pandemic. So yeah, this holiday season, let's give as much as we can to the small businesses. Because we want them to be there next year. And that's really up to us, to make sure they are.

ALEXIS CHRISTOFOROUS: Amanda, what would your message be to lawmakers who are trying to hammer out a stimulus package right now in Congress, as it relates to small business?

AMANDA BRINKMAN: I think all of us want to see small businesses get to the other side of this. And so I think we need to use all of our resources available to make that possible. I think it does come down to us, though, as consumers. So few of us have direct control over how some of these laws and stimulus packages are put together. But we can control how we support small businesses. So I think it's about everyone finding creative ways to support those entrepreneurs within your community. As Ty said, we want to see them be here on the other side of the crisis. I think it's about making sure we're all following safety protocols, so that these small businesses, some that have been forced to close can reopen as quickly as possible.

So I think it's just about supporting small businesses right now. And gift cards are a great way to do that around the holiday season, and continuing to support those small businesses. We started this, not just to make a show, but to truly create a movement to inspire more people to understand the importance of supporting small businesses. And I think we're all recognizing that right now. We want to see these small businesses that make our neighborhoods and communities so special and great, be there on the other side.

ALEXIS CHRISTOFOROUS: Got to love your small business. Again, the name of the show is "Small Business Revolution." it is streaming now on Hulu. I want to thank Amanda Brinkman and Ty Pennington. Great to see you guys.

TY PENNINGTON: Thank you.

AMANDA BRINKMAN: Thank you.