"SHOP LOCAL!" The cry goes out every holiday season from chambers of commerce and city officials everywhere. And the reasoning is sound. By spending your money locally you are not only investing in your city's infrastructure through your tax dollars but also keeping your friends and neighbors employed.
It seems like a no brainer to me. But I recently read a letter to the editor which quibbled with that bit of wisdom. "It's a tough economic world out there right now, and while merchants' struggles to compete are hurtful to watch, we are all guarding our money and looking for the best deals," the writer said.
Are we all really that cavalier about our neighbors' business establishments? Is the Mom and Pop becoming an endangered species in a world of big retail chains and Internet discounts? Two local retail fixtures in our town, Adventures for Kids and Bonnie's, have recently called it quits and the owner of at least one of those stores said the Internet and a large chain store contributed to her store's demise.
ON THE OTHER END of the spectrum are the shoppers who don't mind traveling to Thousand Oaks or Santa Barbara for a more upscale and decidedly wallet-thumping experience.
Not long ago, several friends and I went on a road trip to worship on the altar of the new Nordstrom in Thousand Oaks. The opening of that store has generated much excitement among the retail therapy crowd. Nordstrom's shoe department, especially, is spoken about with hushed reverence among some women I know.
It was a good female bonding experience. And while we greatly admired the $495 pair of Burberry shoes, the $1,200 fox-and-cashmere sweater and runway-styled fitting rooms, only I left with a purchase and it was under $75.
I haven't been back.
Many Nordstrom fans wondered why it didn't instead open in Ventura in the space now occupied by the new Target. The issue is demographics, said Alice Love, the mall's marketing manager. High-end stores look at the average incomes of the local residents, she explained. "We just haven't hit their mark."
Target decided to open at Pacific View after seeing the success of the Main Street store, Love said. Both stores are doing well, she added. The Pacific View Target carries more household items and is fashion-oriented. The Main Street store has a garden center.
Long vacant, the north end of the mall is being actively shopped to several retailers, Love and city officials have all confirmed, but they remain tight-lipped on just who. "I can't say until the lease is signed, sealed and delivered," she said.
And how has retail traffic been this holiday season? "Compared to last year, it's been pretty flat," Love said. "But retailers have new strategies to deal with this economy." Shopping local keeps your neighbors employed, Love said. And many franchise businesses at Pacific View are locally owned and operated, she reminded me.
MORE OFTEN THAN NOT I find myself shopping at the unique locally owned boutiques Downtown. On a recent trip my daughter and I found bargains at the new Rag Doll on Main Street, where owner Alisa Hoganson showed us the feathered headbands she makes herself and sells at a fraction of what a pricey teen-age boutique in The Oaks charges. She also designs her own clothing which she soon hopes to feature in her store.
"Locally owned establishments probably make up well over 95 percent of the businesses Downtown," Rob Edwards, director of the Downtown Ventura Organization, told me. "We have just a few chain restaurants and only one nationally known retailer."
The DVO has spent a considerable amount of time and energy sprucing up the neighborhood for the season. Property owners chipped in to buy eight new benches and new holiday banners. They've installed new refuse and recycling bins.
"The streets are repaved after nine long months of construction and the icing on the cake is our new festival lighting -- festive strands of flame-tip bulbs that require very little energy but have a vintage European feel," Edwards said. They will remain on the palm trees year-round.
Shopping Downtown is a civic duty, the always-enthusiastic Edwards maintains. "These business owners live next door to you and donate to our local non-profit charities at a much higher frequency than corporations headquartered out of state," Edwards said. "Ergo, your dollars are recycled back into the community when you purchase your holiday gifts from the locals -- and the service is usually much more attentive in my experience," he added.
Saving local jobs, bargains, one-of-a-kind gifts, and better service to boot. So, to our Scrooge-like letter-to-the-editor writer I ask: Why would you go anywhere else?
Special note: I've been asked by a friend to add that the Christmas tree lot Downtown at California and Thompson is donating part of their proceeds to the Police Activities League, a very worthy cause. Happy holidays!