The Willow Glen Resident Photograph by Skye Dunlap Candy Pane: The smiling jack-o-lantern in the window indicates that Mann's Jewelers is participating in Trick-or-Treat on the Avenue on Oct. 30. Avenue merchants gear up for early trick-or-treaters Oct. 30 event expected to bring in kids from all over By Cecily Barnes Early last week Bernie and Robyn Levine, who own Details Clothing Company on Lincoln Avenue, spent nearly $100 at the supermarket on silver- and plastic-wrapped candies and chocolates. However, only a small portion of these treats will be saved for Halloween; the rest will be passed out Oct. 30 during Trick-or-Treat on the Avenue--an event that has become bittersweet for many Lincoln Avenue merchants. Trick-or-Treat on the Avenue began in about 1986, says Jerry Caravelli, past president of the Willow Glen Business and Professional Association. Merchants began handing out candies to increase their exposure and support a fun community event. Over the years, the event's popularity has exploded. "It started out to be mainly for the preschoolers during the day, with maybe 300-500 kids," Caravelli said. "And then it grew and grew and grew until what it is today, which is a couple thousand kids. The first year or two, they tried to keep it to just the preschoolers in the area, and then it became the whole school, and then other schools outside of the area." Although merchants enjoy dressing up and watching the kids, they say the event is time-consuming and even cuts down on business for the day. "It kills business for the whole day," Levine said. "No one shops because there are just too many people and there's nowhere to park." But despite their complaints, merchants don't want to see the event end; they just wish a few less kids would turn out. "It's just too many kids--that's why I didn't participate last year," says Francisco Rodriguez of Hector's Tailoring. "This year, I'll buy $80 to $100 worth of candy, and when I run out, I'll just take the sign out of my window." Stores wishing to pass out candy place a bright orange paper in their window, indicating their participation in the event. Orange papers could be seen in most Lincoln Avenue windows late last week, proving support for the event is still strong. Many shopkeepers had nothing but praise for the tradition. "We all dress up and hand out balloons and candy," said Bonnie Bartosik, manager of U.S. Travel-BTI Americas. "I think it's a nice community service, especially now, when parents are very concerned with where the candy comes from." And although it might hurt business for the day, most merchants agree that the exposure is good in the long run. "The kids aren't coming by themselves; they're coming with adults," Bartosik said. "Short-term maybe you don't sell anything, but the exposure is good, showing that you contribute to the tradition." WGBPA president David Machado encourages merchants concerned about losing business to market themselves during the event. "Businesses could pass out a coupon to bring Mom and Dad back to their store," Machado said. "People just need to be cooperative, use their marketing skills and enjoy the event. This is one way to bring awareness to our downtown community." [ Back to Contents Page | Willow Glen Resident Home Page | Archives ] This article appeared in the Willow Glen Resident, October 28, 1998. ©1998 Metro Publishing, Inc. All rights reserved.