Maryland's First: How Howard County Is Redefining Local Commerce
- Apr 10
- 4 min read
Nestled between Baltimore and Washington, D.C., Howard County, Maryland, occupies a remarkable position—both geographically and economically. Home to approximately 340,000 residents, it consistently ranks among the wealthiest and most educated counties in the United States. Its communities—Columbia, Ellicott City, Fulton, and others—blend suburban livability with a dynamic, diverse economy built in large part on the strength of its small business community.
As with many other communities, the challenge of keeping local dollars circulating locally is real. Big box retailers, national chains, and online shopping platforms all compete for the same resident spending that local restaurants, boutiques, and service businesses depend on. For Howard County's economic development leaders, finding a smart, scalable way to redirect that spending—and measure the results—was a top priority.
In August 2025, Howard County became the first jurisdiction in Maryland to launch the Open Rewards program, branded locally as Local HoCo Open Rewards.
The Case for Keeping Dollars Local
Launched on August 7, 2025, in partnership with the Howard County Government, Visit Howard County, the Howard County Economic Development Authority (HCEDA), and the Howard County Chamber, the program offers residents 5% cash back on purchases at eligible local small businesses. The timing was intentional: the launch coincided with Howard County's 2025 Summer Restaurant and Craft Beverage Weeks, creating immediate excitement and giving residents a compelling reason to try the app right away.
The economic argument for shopping local is compelling: for every $100 spent at a local Howard County business, $68 remains in the community. When that same $100 is spent at a non-local or chain establishment, only $43 stays. Open Rewards was designed to make that choice easy—and rewarding.
The results have validated the investment. Since launching in August 2025, Howard County's Local HoCo Open Rewards program has achieved an impressive 25X ROI — outpacing the already-strong returns seen in comparable communities nationwide.
For economic development officials evaluating pilot programs and BR&E tools, the math is straightforward: every $1 Howard County invested in Local HoCo Open Rewards has returned $25 in verified local spending. This places Howard County among the highest-performing Open Rewards communities in the country.
And the residents responded. With over 1,000 active users already on the platform, 83% report that the program has directly incentivized them to shop local—a powerful validation that financial incentives, when thoughtfully deployed, genuinely change behavior.
646 Local Businesses, Zero Friction
One of the most powerful aspects of the Local HoCo Open Rewards program is its simplicity—for everyone involved. Businesses don't need to sign up, pay fees, install new technology, or train staff. If a business meets the program's small and local criteria, it is automatically eligible when residents upload receipts or link their payment cards.
The result? Over 646 local businesses across Howard County are included in the program, spanning restaurants, retailers, entertainment venues, attractions, and even nonprofit organizations. It's the broadest and most inclusive local loyalty programs of its kind.
Growing Beyond Retail: The HoCo Digital Farm Passport
What makes Howard County's approach truly distinctive is its innovation in extending the platform's power beyond traditional retail—right into the fields and farms that have defined the county's landscape for centuries.
In early 2026, Howard County's Office of Agriculture introduced the HoCo Digital Farm Passport, a gamified agritourism initiative that invites residents and visitors to explore local farms and farmers markets across the county. Participants collect digital "stamps" by visiting eligible farms—all through the same Open Rewards app—creating an immersive journey through Howard County's agricultural heritage and directly channeling foot traffic to small farm businesses.
This innovation represents a natural addition to the Open Rewards ecosystem. Rather than simply rewarding purchasing behavior, the Farm Passport rewards discovery—turning a visit to a farm stand or an orchard into a tangible, incentivized experience. It's a creative use of the platform's flexibility and aligns perfectly with Howard County's strong agricultural identity and its broader HoCo Farms marketplace initiative.
A Model Worth Watching
Howard County's leadership has been vocal about why this program matters. County Executive Calvin Ball captured the spirit of the initiative:
Howard County's small businesses are the heart of our economy and our community. With the launch of the innovative new Open Rewards program and our 2025 Summer Restaurant Weeks, we are making it easier than ever to shop and dine local. Every dollar spent at a family-owned shop, neighborhood restaurant, or Main Street boutique helps support our entrepreneurs, create jobs, and keep resources right here in Howard County.
Jennifer Jones, CEO of the Howard County Economic Development Authority, emphasized the strategic fit:
The Open Rewards program is a smart way to strengthen Howard County's small businesses and boost local spending. Launching it during Restaurant and Craft Beverage Weeks is the perfect pairing—rewarding residents and visitors for supporting the places that make our community unique.
Amanda Hof, Executive Director of Visit Howard County, highlighted the program's longevity:
We are more excited than ever to deliver a rewards program built around our local economy... Open Rewards subscribers can continue earning rewards after Restaurant Weeks on purchases across the county, from retail and entertainment to attractions and even contributions to nonprofit organizations.
With its remarkable economic impact ROI, the first-of-its-kind Farm Passport initiative, and a four-agency partnership that spans economic development, tourism, agriculture, and the chamber of commerce, it's clear that Howard County isn't just running a loyalty program—it's building a countywide economic engagement ecosystem.
For economic development and agriculture officials across the country, Howard County's approach is a clear signal: with the right technology and the right partnerships, a modest public investment can transform how an entire community relates to its local economy—from the Main Street boutique to the farm at the end of the road.
To explore Open Rewards for your community, schedule a demo with our team.
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