With the annual Coronado Christmas parade behind them, local merchants staged their own holiday celebration last Wednesday night. All along Orange Avenue from Union Bank to El Cordova Plaza there was Mistletoe Magic in the air.
More than 30 shops kept their doors open and lights on until 8 pm, some three hours past their normal closing time. Many also offered one-day specials.
On the avenue, the Graham Memorial Presbyterian Church Choir caroled, musicians strummed and pounded out Christmas tunes. Santa and four voluptuous elves visited shops and handed out candy canes to the delight of the children who were out shopping with their parents.
Santa even let one lucky little girl ring his bell, which sent her completely over the moon. “I got to ring Santa’s bell,” she told her parents over and over as they headed toward Bay Books.
Children weren’t the only ones enjoying the magic. “This is really lovely,” said Claudette Harshberger, who has lived in Coronado for some 42 years. “I hope they do this every year.”
In fact, if the organizers have their way, Mistletoe Magic will be come a holiday tradition — one that will showcase local shops and restaurants.
“We want to build a bridge to the community,” said Trisha Logan of Celtic Corner, who along with Sara Mueller of Shoreline Gallery, organized the event with major backing from Matt Bartell of Business Products Express and Melanie Parks of Wag and Tails. MainStreet and the Coronado Chamber of Commerce also contributed.
This was the second year for the event. The first, in 2013, was a bit of a bust, Logan acknowledged. “It was a last minute idea and there wasn’t enough time to get the word out,” she said. There was still enough of a response that they decided to try again this year, but with more planning and more publicity.
This was Parks first year participating. While her cash register was little used during the event, she has no regrets. “I’m definitely going to do this again next year,” she said.
Logan and Mueller started Mistletoe Magic because the annual Christmas parade was bringing lots of foot traffic by the shop fronts, but local merchants were not seeing much of a boost from that evening.
“Generally people come to watch the parade, not to shop,” said Logan. “This is more of community event, a way for locals to get to see what we have to offer.”
While the crowds at this year’s event weren’t overwhelming, there was a steady stream of shoppers coming in with a shopping pass for the merchant to stamp or sign. The passes were offered as a way to get people into the shops rather than simply strolling by listening to the music on their way home or to their favorite watering hole.
People picked up a pass at the first shop they visited and turned it in at the last shop. They only had to visit one shop on each block to be entered into a raffle for prizes donated by participating merchants. The passes also had happy hour coupons for Leroy’s, Village Pizzeria and Wine A Bit.
Not surprisingly the extended happy hours brought in the most business. Leroy’s saw a 20% increase over a typical Wednesday, according to Christina Cicerchia, the restaurant’s general manager. “There were a lot of people and everyone seemed to have a great time,” she said.
None of the shops reported a similarly substantial jump in business for the night, but most kept busy. “I haven’t had a chance to sit down,” said Zarina Young, owner of Holland’s Bicycles.
Hollands not only kept their doors open late, but also installed keyboardist Richard Gentilella near the front door. He played Christmas music as youngsters and those young at heart spun on bikes with sparkling wheels setup outside the bike shop.
Gentilella was one of a half a dozen musicians and singers who preformed in front of or in shops. All added to the festive air and merriment.
“People came into the shop with a smile on their face,” said Rachel Sandman, owner of Earth Wind and Sea. “These passes really help bring people in,” she said, holding up an envelope stuffed with passes people had given her.
While Mistletoe Magic had a slow start, business picked up as the evening wore on. At the start of the evening, Coronado Taste of Oils was nearly empty. As closing time neared people started pouring in, owner Roberta Korte said. Other shops also reported a late surge. “Those merchants who lost heart and closed early lost out,” said Logan.
“Now that we know people shop late,we’re thinking about staying open until 9 p.m. next year,” she added. Even early on with her shop nearly vacant, Korte wasn’t worried. “It’s going to grow,” she said. “When we first did Taste of Coronado only one person showed up. The next year we had a handful more. Last year there were over 800 people in the shop.”
She remembers rushing over to Vons to by ice cream because they ran out. They were serving affogato float trifles and letting people sample different balsamic flavors. “It just takes time for a great idea to take hold,” Korte said. “This is only the second year.”
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Gloria Tierney
Staff Writer
eCoronado.com
