Saratoga News

Groups ponder future of Saratoga businesses

By Torre Peña

The Saratoga Business Development Council and Team Saratoga went to the the Saratoga City Council Nov. 12 to discuss the needs of businesses to be successful in the '90s and long-term objectives for maintaining a viable business environment in Saratoga.

"Improving business will lead to improving the community itself," said Dick Wood, an investment adviser and chairman of Team Saratoga.

With voters recently rejecting Measure L, which would have extended a 3.5 percent utility tax on residents' Pacific Gas & Electric bills, Wood's words may well ring true.

The measure's defeat equates to an annual loss of $800,000, plus an anticipanted loss of another $691,000 in matching funds.

Increased business activity could ease the impending budget squeeze as the city scrambles for funds, said Jennifer Yang, senior accountant with the city of Saratoga. A 1 percent sales tax on goods sold within Saratoga goes directly to the city's coffers, she said, and in the last fiscal year, the tax generated $852,000.

"If business is booming, it generates more sales tax," Yang said.

The first SBDC meeting occurred two years ago in an effort to bring the business community together to develop a game plan for making businesses more successful. Members of the SBDC are hammering out an economic development plan to offer to the City Council. A tentative date for presenting their recommendations is May 1.

The SBDC represents volunteers from the business sector of all four main shopping areas in Saratoga including: Argonaut, the gateway area near Cupertino, Quito Village and Saratoga Village.

"Saratoga is the friendliest village in the west, and we want other people to know it--not just Saratogans," said Councilmember Don Wolfe, chairman of the SBDC and its liaison to the City Council.

"Business prosperity does not mean development," he said. "We want to keep Saratoga unique." Wolfe advocates maintaining current zoning practices in a decidedly anti-development political climate.

One of the first accomplishments of the SBDC was to establish a regular farmers' market, attracting people to the village to congregate and shop locally.

"Our first goal is to try and get Saratogans to shop Saratoga," said Bill Cooper owner of Bella Saratoga Restaurant and Team Saratoga member.

Team Saratoga evolved out of the SBDC to create an action plan to implement economic development objectives.

The city hired consultant Dave Kilbourne earlier this year to help perk up the business climate. Kilbourne's report outlined a framework for attracting more visitors and shoppers to the area. Limited business hours and the lack of a diversified mix of stores were mentioned as factors inhibiting the potential of local businesses.

Wood said examples of a diversified mix include a hardware store and a movie theater, businesses that have historically been present in the downtown Village but have since vanished.

Vice Mayor Gillian Moran also voiced concern over the lack of family-oriented businesses and eating establishments, a factor that may contribute to Saratogans spreading their wealth to other cities.

The challenge that SBDC now faces is retaining the setting and atmosphere of Saratoga while strengthening the city's economic base. To accomplish this, members solicit input from the business community and the public on ways to revamp and beautify existing shopping areas.

"The SBDC is a great place for people to express their opinions without others being critical," Wood said.

With a proposal for a Starbucks Coffee being considered for the downtown area, there are stirrings among the community on both sides of the issue.

"The reason I came to Saratoga was to get away from big chains and be with independent people," said Mitch Cutler, owner of La Fondue and SBDC member. Cutler fears that a Starbuck's Coffee in the downtown could potentially pave the way for other large corporate franchises.