By EVAN NEMEROFF
There has been a noticeable change in the people who eat here due to the current economy, the winter season and the demographics of the area."
To attract more people to his restaurant, Viola decided to offer promotions like "Lino's Bailout Package," which features a complete dinner for $15.95, and a pasta night for $13.95. He is setting up a cabaret night, and has already cooked frozen dishes for take-out customers. Also, each table of diners will pick from a grab-bag, winning a free dish or a discount on a meal the next time they eat at La Viola.
Cedarhurst is known for its shopping and dining, but La Viola is hardly the only business suffering in the bad economy. Along Central Avenue, signs are posted in store windows, advertising sales and specials in an attempt to attract customers. Elsewhere there are empty stores and "For Rent" signs.
"Cedarhurst, like everywhere else, is suffering during this hurting downturn in business," said Steve Schneider, chairman of the Business Improvement District. Still, the village appears to be holding its own: According to Mayor Andrew Parise, there are 17 vacancies among a total of 288 stores, a vacancy rate of 6.5 percent. Last March, the vacancy rate was 5.9 percent.
Parise said he believes Cedarhurst is doing better than many other area downtowns. "When I visit other places on Long Island, I pay attention to their vacancy rates, and it is worse than Cedarhurst," Parise said. "The vacancy rate is not affected that much, but I don't know how the stores are actually doing."
The BID promotes and supports business in the village with beautification projects, enhanced municipal services, special events, direct-mail programs and print and broadcast advertising. "We're always trying to do more to help the stores and to appeal to customers by having our sidewalk sales," Schneider said. "We will discuss at our next meeting what we can do for more people to come to Cedarhurst and shop."
Morton's Army & Navy Store, which has been in business since 1973, began offering customers incentives and discounts on seasonal merchandise after the store's sales figures were down in November. The store is currently having a buy-one-item, get-two-free sale for fall and winter items.
Owner Steve Silverman said the store managed to break even in January. "We weren't panicking when we saw the numbers," Silverman said. "We didn't change how we operated or the merchandise we were carrying. There was no cancellation in any orders of deliveries."
Bob Block, who owns Jewelry Showroom, which has been in business for 34 years, said he is emphasizing customer satisfaction during these lean times. "Even though customer service is always important to me," Block said, "right now, I treat every client like a king or queen, even more so than usual."
Many local store owners are pushing for Five Towns residents to support stores in their neighborhoods. "I always try to tell my neighbors and colleagues to avoid shopping elsewhere," Block said. "During difficult times, help stores that are closer to your home, rather than going to a different city to buy the same item that you can get at a local shop. Show a strong commitment to your local community."
Block said he is optimistic that the economy will turn around at some point, though it may take some time. "We are in a challenging time right now, and this is not new to the world," he said. "It's difficult now, especially while we're in the midst of it, but we need to be patient, and we will get through these times."
Comments about this story? ENemeroff@liherald.com or (516) 569-4000 ext. 210.
