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It's a cool, quiet evening in downtown Saratoga, and nothing appears to be out of the ordinary. However, it's 7 p.m. and the stores that typically close at 5 p.m. are still open. From antique shops, jewelry stores, skin and beauty salons, clothing boutiques, a nonprofit gift store to a store selling Asian artifacts, the strip along Big Basin Way offers an eclectic selection of retail opportunity.
But it's not easy doing business in Saratoga, and business owners have been brainstorming ways to revitalize the downtown area.
In an effort to draw more foot traffic into the stores, some businesses have agreed to stay open until 9 p.m. on Thursdays through the holidays. And others have extended their 9 p.m. closing time to Friday and Saturday nights as well. But on this first Thursday, shopper turnout is low and only a few people are out and about on the mostly deserted downtown stretch.
Flora Gendelman of FloBell Boutique remains confident and is excited about the idea, saying the timing of having it during the holiday season is key, since more people are shopping in general.
"I see a lot of potential," Gendelman said. "Saratoga is known for their restaurants, why not their shops, too? There is a flair here that you won't find anywhere else."
Maryanne Serpa, of Skin Prophecy, described the idea of staying open later as a "test to see what works." She feels "the inconsistent business hours limits the Village," and having more businesses with similar hours will benefit everyone.
The Butter Paddle, a nonprofit store run by volunteers, and whose proceeds go to EMQ Children and Family Services, did more than just keep their doors open a few extra hours. They turned the evening into a family and friends night, serving hors d'ouevres and champagne. Taking a peek out the front door, though, Kay Walker expressed a bit of worry. "There don't seem to be many people out," she said. But, not to be discouraged Caryl Pozos said that they just needed consistency. "People need to know they can count on stores being open," she said.
While Thursday night was not a roaring success, with only a few shoppers milling in and out of stores as opposed to hordes of consumers eager to get a jump on Christmas shopping, business owners remain positive and hopeful, saying it will just take a bit of time.
"Whenever you have an initiative like this, you need time. It's like fruit--it starts out green and ripens with time," Gendelman said.
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Photograph by George Sakkestad