Chain Reactions
As chain stores move onto Main Street America, entrepreneurs are bracing for the fight of their lives. Will David or Goliath emerge victorious?
In 1992, business owners along Belmont Shore's main street
shopping district were excited. While a recession was still
gripping the rest of Long Beach, as well as most of Southern
California, the retailers saw what they believed was a major sign
of progress.
The Gap had moved to Second Street.
"That cracks me up now," says Debbie Parker, who
operated Cherubs Children's Apparel across the street from the
Gap at the time. "We were all so excited; we felt like
we'd been `found.' We didn't think there would be a
downside to chains. But was there ever!"
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After 11 years on Second Street, Parker was forced out of
business earlier this year when her landlord refused to renew her
lease, opting instead to rent to a Mexican fast-food chain, Baja
Fresh, for $20,000 more in rent per year.
Now the same beachside businesspeople who were excited six years
ago fear their eclectic, boutique community shopping area will soon
have all the character of a suburban mall. Chain stores and
restaurants are moving onto Second Street in waves, and
small-business owners feel they're being swept out to sea. A
partial list of national and regional chains in Belmont Shore
includes Rite Aid, Jack in the Box, Johnny Rockets, Banana
Republic, Frame-n-Lens, Kinko's, Jamba Juice, Sunglass Hut and
Starbucks.
Of course, Belmont Shore is far from alone. Independent business
owners nationwide are seeing chain stores moving out of suburban
malls or "big box" shopping centers and onto Main Street
to compete with their businesses. The reason is simple: That's
where the customers have gone.
That means increased competition for both customers and space,
but it doesn't mean small-business owners should roll over and
play dead. Belmont Shore's 15 blocks of retail space are filled
with retailers who have fought back against the chains, found a
market the big stores can't fill and discovered ways city
officials could help. As a result, many of these stores have
prospered. Not all have survived, and none believe the battle is
over, but business owners in this area are learning to adjust to
the changing face of retail.
Kurt Helin is the editor of two weekly newspapers in Long
Beach and is a Belmont Shore resident.
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