UTICA — Utica Proud, the mobile application which launched back in November, is continuing to help support the city's local businesses and rewarding customers for doing so.

The app serves as a directory for people to find local businesses within the city. Businesses are organized by categories like restaurants, beauty, bakeries and cafés, groceries, professional services, health and fitness, bars and pubs, clothing and accessories, arts and entertainment, home and office, gifts and flowers, and books and records.

Users link their debit or credit card to their Utica Proud account, and upon shopping in person at one of the local businesses that have partnered with the app, users are then rewarded with cash credits called halfmoons, a nod to the famous Utica cookie. Participating businesses offer up to 10% back in halfmoon points.

One halfmoon is equivalent to $1.00, and halfmoons earned can be redeemed at participating businesses. The city reimburses those businesses for all halfmoons redeemed on a monthly basis so they don’t miss out on any additional revenue.

Since its launch, the app has received over 1,500 downloads, has generated over $100,000 in economic activity and awarded over $6,200 in halfmoon points, according to city officials. Additional local businesses within the city have since partnered with Utica Proud, increasing the number of participating businesses on the app and the options for consumers to shop local.

The app was developed as part of the Utica Prosperity Initiative as an innovative way to help the city’s businesses and help the community.

“Since the launch of Utica Proud, we’ve experienced a massive amount of community buy-in and people excited to support Utica’s local businesses, and it shows in the economic activity we’re generating after only a couple of months,” said Derek Crossman, principal planner for the City of Utica. “This is the most successful launch Colu, our app partner, has ever seen, and we’re excited to continue to grow the app with more great Utica businesses and special offers to shop local.”

Character Coffee, 171 Genesee St., is one of the many local businesses that have partnered with the app and are experiencing the benefits of doing so. Character Coffee is also one of the select businesses that lets you redeem halfmoons in addition to earning halfmoons by shopping there.

“More businesses should get on it,” recommends Katie Aiello, first district councilor and owner of Character Coffee. “I know as busy business owners, it can be hard to sign up for one more thing, but it’s very worth it.”

Utica Proud is available for free in the Apple App Store and the Google Play Store.