2010 and beyond!
Now is the best time to reflect on past successes and set new plans – like many Winnetka Business Owners are doing. Foremost, they say how much they appreciate and depend on YOU! The following reports on how these businesses managed the economic challenges of ’09 and what goals they have for 2010.
Looking Back - Retailers and Restaurant Owners
Owner Julie Windsor explains why “results for our store were outstanding.” Beat Street moved from 911 to 930 Green Bay, a larger space (from a 1,000 square foot space to a 2,000 sq. ft. space) - “to gain visual space and new customers. Our numbers are UP 12%.”
S’Agaro owner Martha Turner recounts that her business has not changed in 2009. “However, my situation is better because I have changed my overhead costs!” Turner moved from 818 to 847 Elm. “I am continuing to be more price sensitive with the merchandise. However, the designer shoe business continues to be soft. Inflation is still very present in Europe which drives up prices.”
Dear Emily owner Melissa Mizel also moved. “I decorated it [874 Green Bay] in a way that communicates the fun and festivity of inviting guests to a special event,” expresses Mizel. “In addition to maintaining the same one-on-one, by-appointment service, I've added things like my postage (free) promotion and home delivery.”
“In direct response to the economic environment,” says Annie Davis, co-owner of Davis Miller, 549 Lincoln, “we added a designer consignment salon to our store which, has been very well received. It has been a ‘win win’ for everyone!”
Neighbor, Jared Boyer owner of D's Haute Dogs, 551 Lincoln, reports “in an effort to drive business in a climate that is not conducive to dining out as frequently as previously, we have lowered our prices on certain items without sacrificing the quality of our food.”
At The Big Picture Home Theater Company, 1211 Wilmette Avenue, owner Patrick McFadden reports 2009 sales down about 25%, but the 4th quarter was markedly better. “All suggesting, we hope, that the worst of the revenue challenges are behind us.”
Maintaining his basic business model - providing very high levels of knowledgeable personal service at competitive prices - is McFadden’s priority. “There’s been an unbroken string of revenue growth from the day we opened in 2003, so we did not want to fix something that wasn't broken.”
Yet, McFadden admits an accelerated effort to attract new business by producing a brochure for direct mail campaigns, updating their website and optimizing it for better search results, and providing one of the Grand Prizes for WTTW's Annual Sweepstakes. “As big believers in Chambers of Commerce, we also joined the Winnetka Chamber in the fall of 2009, and helped to form a city-wide association of similar, service-oriented electronics firms, the Chicago Home Entertainment Experts.”
Another Winnetka Chamber member business, Candy Bouquet owner Carla Solar focused on finding new customers last year. Solar has worked out of her home for four years. “Overall 2009 was very good. The only thing I'm doing a little differently, in this economy, is networking more. I solicit business when I am doing personal errands. I always give out business cards and tell people that I can save them time since I deliver and ship.”
Material Possessions, 954 Green Bay, manager Gayle Cohen recounts that in 2009 “we saw steady improvement as the year went by, with a nice result in December.”
At 100 Green Bay, First Bank & Trust Assistant V. P. Mark Kotz reports the bank had an excellent year in 2009 ending the year with over $500 million in total assets and $50 million in capital. “The bank continued to do business in the traditional fashion, serving individuals, businesses and not-for-profit corporations. The number of bank customers reached record levels as did the amount of deposits and loans. The bank was again awarded the Bauer Financial highest 5-Star rating, reserved only for the strongest banks in the country.”
Linda Nelson, Executive Director of the North Shore Art League (NSAL) says, “the League has been offering classes, exhibits, workshops and arts education to the community for over 86 years. We have seen the ups and downs of many economic scenarios. Luckily, we are enjoying a healthy enrollment in our classes now – people are getting back to the basics and taking art classes to help ease their day-today stresses.” Nelson comments that one student said, “I am taking classes because it’s much cheaper than therapy!”
The NSAL has some new class options, such as ½ time (5 classes instead of 10) – and “using our website more for announcements and more email blasts. Our art exhibit receptions are always free and have been drawing good crowds…a nice way to get together with friends, see some beautiful works and enjoy some treats.”
Lindemann Chimney Service’s owner, Rob Lindemann knows “one of our core values is that we lean into adversity. We learned early in the year that what has made us successful for the last 30 years was not going to work in 2009. The world had changed.
We took advantage of the fact that there was an abundance of skilled tradesmen that needed work. We invested time and money training them, in preparation for our busy season. We ramped up our marketing efforts and changed focus. We launched a social media campaign. We openly discussed the economy and, after, that we nearly banned the word economy from our dialogue. It was too easy to get caught up in the downward spiral of doom that surrounded us. We focused on the things we could control and let the economy do its own thing. Chimney maintenance and repair is still needed. People are willing to pay a fair price to repair their fireplace or make it safe to use. It was our job to make sure we were their best option and deliver world class service. 2009 was a good year for us in this regard.”
Corner Cooks/Jerry’s (507 & 505 Chestnut) owner Betsy Simson recalls, “Everyone knows this past year was extremely difficult. Spending habits are changing and may never return to the breezy way it was. We want people to dine here often. We revamped menus and developed ‘early dinner specials’ and specially priced lunches, and loyalty cards.”
For 2010 goals, Simson continues to explain, “But, price incentives, to work, need to be linked to emotions. So we work all the time to come up with inventive and fun ways to spend an evening whether it is a mystery dinner, a book discussion with a great author or lecturer or a hands on class. Our wine list reflects moderate choices with great taste. We will have a torch singer for Valentines Day dinner. We see ourselves as that small neighborhood restaurant to come to and enjoy the company of friends and family.”
Looking Ahead
In 2010, Windsor (Beat Street) and Mizel (Dear Emily) Turner (S’Agaro) have plans to launch a website. Turner also wants “to keep inventory levels tight, find as many new, unique items for the business, and maintain a very positive attitude in the shop.”
While sales were flat for 2009, T.L.Fritts Sporting Goods/North Shore Scuba Center plans for 2010 include greater emphasis on internet sales and new venues for diving classes. “Our lacrosse internet sales continue to appeal to customers nationwide and internationally,” owner Tom Fritts reveals. “Lacrosse is the fastest growing team participation sport in the country, if not the world. Interestingly, our scuba classes have not been adversely affected by the economy. In January and February, we're teaching scuba in the marine biology classes at New Trier High School and have scheduled summer classes at area country clubs.
“We have seen a significant increase in the number of clients, up 21% from our fiscal year, ending June 2009,” states the Samaritan Counseling Center’s new Executive Director, Diane Hart. “Given the economic environment, this was not a surprise. More people are dealing with stressful situations at home and work. They need a place to talk about how to cope with their struggles. Since our Center does not turn anyone away, we are experiencing an increased financial stress of our own.” To meet these growing financial needs, they have enhanced donor appeal lists to announce their 40th anniversary and added fundraising events.
David Seleb, Director of the Winnetka-Northfield Public Library District, explained “Winnetka-Northfield Library District set new records in 2009; more people walked through our doors, asked reference questions, attended programs, and checked out library materials than ever before. It was a pleasure to see new faces come into the library and talk to community members who rediscovered the library this year.
With the start of the New Year, the Winnetka-Northfield Library will continue to seek opportunities to serve the community in the best possible manner. We look forward to introducing new technologies, expanding our collections, offering informative programs, and developing a comprehensive strategic plan. In challenging times, people need and use the services of their public library more than ever, and we are here to serve you.”
“Going forward,” says Cohen, (Material Possessions) “we plan to continue to buy fabulous merchandise, with an eye on cutting costs in other areas, so the look of the store won't change. Our goal is to have special things that cover all different price points. We'd love to increase our bridal registries.”
Phototronics (740 Elm) co-owner Peter Skalski is excited to explain, “our business has evolved and grown as new technologies become available. There's a constant ‘wow factor’ which our staff thrives on and loves to share with our customers. Bring in your digital camera or memory card and let us take it from there!”
Unlike the confusing and not necessarily reliable internet services and big-box uniformed answers, Phototronics boasts of “8 caring professionals with close to 200 years of experience in the photography industry. “We’re creating new user-friendly interactives - and fun ways to enjoy and share your photos. Our web site is www.phototronics.net and our email address (with real people in our on-site lab) is lab@phototronics.net”
Like Skalski, Boyer (D’s Haute Dogs) was thinking of business fun when he recently purchased a hotdog cart for private catering events and birthday parties. After a year in business, he represents the core thinking of all when he says, “We'd like to thank our patrons for their support in these difficult times.”
“We are always trying to be diverse,” says Keith McDonough, owner of Bleachers Sports (557 Chestnut). “We’re now offering professional framing to customers at huge discounts. We are committed to excellent pricing without skimping on customer service – and maintaining the nicest Sports Memorabilia store in the marketplace. It's a balancing act, but with continued support from our great customers, we will weather the storm.”
For full business information on these and other Chamber Members, visit our Business Directory on this site or contact the Chamber: (847) 446-4451, email: wcc@winnetkachamber.com.