Willow Glen Resident

News

Downtown gearing up for Sidewalk Sale fun

By Laura Rheinheimer

To promote retail business and encourage more foot traffic in downtown Willow Glen, Lincoln Avenue merchants are moving their wares outside.

The Sidewalk Sale event planned for July 29 from 10 a.m. to 6 p.m. is back after a three-year hiatus. Shoppers will be able to browse merchandise and check out the giveaways up and down Lincoln Avenue from Minnesota to Coe avenues.

Linda Waltrip, chairwoman of the Sidewalk Sale committee and owner of Park Place, said this year is not the first time retail stores north of Willow Street have participated, and she hopes this event will generate new energy throughout the downtown.

"I just wanted to kick it off and start it again," Waltrip said, "and maybe add things to it."

To promote Park Place and move some merchandise, Waltrip said she will put sale racks on the sidewalk and offer free root beer floats inside the store.

Comerica Bank is also getting involved. The business plans to set up a table with balloons, free pens and other giveaways, said Jennifer Matheson, the assistant branch manager.

Further down the street, Frank Cortez, co-owner of Treasure Chest, a new pet shop just north of Lincoln Avenue, said he will participate in the event by giving away free Betta fish and having someone in a giant shark outfit stand outside the store.

Cortez, who also co-owns a pet store in Alum Rock, said he recently participated in Willow Glen's annual Dancin' on the Avenue. He said it was a positive experience with an increase in sales.

Cortez said he brought his business to Willow Glen because it is a very family-oriented community. He likes the atmosphere and wants to become more involved in the downtown.

"Participation in the sale doesn't necessarily have to be good for us, as much as it needs to be good for the area," Cortez said.

Cortez and Gary Rovai of Goosetown have proclaimed themselves the "ambassadors" for the businesses on Lincoln Avenue between Willow Street and Coe Avenue.

Norma Ruiz, executive manager of the Willow Glen Business and Professional Association, said she hopes the event is a success for the stores that participate north of Willow Street.

"During Dancin' on the Avenue, we had businesses from that side" said Ruiz .

Although that area does not have a heavy concentration of retail, she wants those businesses to know they are invited to participate in all planned events.

However, not all the businesses in that section of the downtown knew about the Sidewalk Sale.

Kragen Auto Parts manager Felipe Martinez said he had not heard about it and didn't have any plans to participate. In order to put merchandise out in the Kragen parking lot, Martinez said he would have to check with the landlord of the building and the company's district manager, who is on vacation.

Martinez said that for Dancin' on the Avenue, Kragen set up a tent at a different location on Lincoln Avenue and wrote manual receipts for sales.

"It wasn't really worth it for the company," Martinez said, "but the employees had fun."

Other merchants on the north end of Lincoln Avenue have not had success at past sale events. Phyllis Martin and Barry Rennie, owners of Sew Beadazzled next to Goosetown Cafe, said for Dancin' on the Avenue, the store stayed open late but didn't get much foot traffic. It ended up costing more than it was worth, Rennie said.

Rennie and Martin said they don't think the store will benefit from the upcoming event, based on prior experience at Dancin' on the Avenue.

Details Clothing Co. owner Bernie Levine, however, sees it differently.

Levine said when he owned People's Pants, which used to be at the Kragen's location, he would have musicians play, and he would ride his unicycle when the downtown had sales or promotional events.

"We always felt part of the Avenue," Levine said. "We need those businesses down there to be part of the Avenue."

Some stores will put out clearance merchandise and other sale items in order to be part of the sale. The Nest co-owner Carolyn Arnold said she will put out summer art and lamps.

At House of Nutrition, owner Monica Keller said she will hold two or three demonstrations for cosmetics and other products and give out free information.

"I'm going to talk to everyone ," Keller said.