Photograph by Jacqueline Ramseyer
Heavy Lifting: District 6 City Councilman Ken Yeager helped put up Christmas banners along Lincoln Avenue in Willow Glen.
Association encouraging shopping on Lincoln Ave.
Shuttle service and decorations to make street more appealing
By Moryt Milo
The Willow Glen Business and Professional Association is finally climbing out of hard times.
Lincoln Avenue merchants are helping spread holiday cheer from Minnesota to Coe avenues by offering shoppers free shuttle service and gift wrapping every weekend starting Nov. 30 through Dec. 23. The merchants are also hoping for a big community turnout at the Tree Lighting Ceremony at Willow Glen Elementary School, 1425 Lincoln Ave., Dec. 6 at 6:30 p.m.
The avenue's friendly shopping atmosphere was put into action after the last business association meeting Nov. 8. Association members were determined to bring back the special look and feel of Lincoln Avenue and to attract the residents who are now shopping elsewhere.
"We wanted to create a sense of unity on Lincoln Avenue between Minnesota and Coe," Mimi Braatz, owner of Mimi Braatz Advertising, said. "We decided to create a theme that drew people close to home and encouraged them to shop Willow Glen."
The association is rebounding after months of difficulty, which began with its cancellation of Founder's Day, Willow Glen's annual street festival, this summer, and was followed by the resignation of its president, Karen Naegeli, and growing merchant concerns about the association's direction.
Braatz said the merchants wanted to add a patriotic theme to the holidays. The business association, along with the Willow Glen Neighborhood Association, hung 200 American flags in all the trees along Lincoln Avenue Dec.2.
Along with the flags, District 6 City Councilman Ken Yeager had San Jose's General Services Agency come out after Thanksgiving and help install 60 red and green banners on the avenue.
"The business association doesn't have the resources to put up the banners," Yeager said. "We wanted to help out."
The city is also checking all the electrical connections along the avenue, so the association can hang holiday lanterns at major intersections on Lincoln Avenue.
"We need to check all the connections and make sure everything works," Craig Snyder, an electrician with the general services agency, said.
Because the electrical wiring is old, the avenue has experienced problems with holiday lights.
"I'm hoping by next Christmas, all the electrical issues will have been completely resolved," Yeager said.
Since the last association meeting, members have also rallied to change the attitude and image of the organization, and moved toward filing a slate of new candidates by Nov. 30, which would enable the association to hold elections Dec. 30 and have a new executive board in place by the beginning of January. The association's bylaws require the committee to file 30 days prior to an election.
At press time, Braatz, one of the nominating committee members, was confident they will find seven members interested in becoming executive board candidates.
"We are looking for successful business people who are forward-looking," Braatz said. "I think it is an exciting time to be part of a new board."
Valerie Lewis, co-owner of Hicklebee's and a nominating committee member, is also optimistic that they can find the candidates by Nov. 30.
"We are trying really hard to make it work," Lewis said.
The excitement in the association is apparent by how quickly they are organizing various activities along the avenue.
Darlene Tenes, owner of Marketing Maniacs, walked up and down the street asking all the merchants to pitch in for advertising. She also arranged for the shuttle to carry shoppers along the avenue, which will also have a special shuttle running on the night of the tree-lighting ceremony from 5:30 p.m. to 9:30 p.m.
Willow Glen Books owner Cathy Adkins also wanted the street to reflect the merchants' unity and donated funds to buy the holiday wreaths that are hanging on the archways.
The shuttle, which is being funded through the association, will have six stops along Lincoln Avenue between Coe and Minnesota avenues.
On the evening of the tree-lighting ceremony, choirs from Willow Glen Elementary School, Willow Glen Middle School, Willow Glen High School and Booksin Elementary School will be singing, and students from Willow Glen Elementary also plan to host a bake sale.
The association asked various schools and organizations--The Bahá'í Center and St. Frances Cabrini School--to share in the festivities by caroling down Lincoln Avenue. It's all part of the association's home-for-the-holidays theme.
"Little by little everyone started saying, 'We have to do something,'" Tenes said. "This is what makes it a community, everyone getting involved, whether it's local merchants, schools or churches. We are the one true neighborhood in San Jose."
For schedules and information on holiday shopping in Willow Glen, go to www.shopwillowglen.com.
Willow Glen, California Since 1992
