Annual events help city businesses in hard times

La Quinta Sun &bull January 28, 2010

It's no secret that there are challenges to owning a business in our beautiful desert city.

For example, because of seasonality, the bulk of income must be made in the months of November through May when there are more people in town. In addition, stocking the right inventory for the busiest months — and keeping inventory new and inviting for the summer months — is something that must be thought through carefully.

Along with these challenges also come the rewards of building relationships with the seasonal snowbirds or first-time visitors — and equally important if not more so - maintaining relationships with local customers who give their support year-round. A positive attitude is a must, as well as being creative and looking for a silver lining in the summer months.

Speaking on behalf of the business owners in Old Town La Quinta, we are very thankful for the support the city of La Quinta has continued to give key events such as the Bob Hope Classic, the La Quinta Arts Festival and others.

The importance of large-scale events in La Quinta and surrounding cities, such as the BNP Paribas Open, are crucial to the viability of the local businesses who benefit from the amount of traffic generated by attendees.

Business owners, residents and visitors have two new events to look forward to during the month of February.

On Feb. 20, the La Quinta Chamber of Commerce will host what it hopes to be its first annual "Taste of La Quinta" in Old Town La Quinta. The event will offer food sampling, wine-tasting and live music entertainment.

The "Taste of La Quinta" is an opportunity for local residents and visitors to sample specialties of La Quinta restaurants, and in turn, allow the restaurants to be introduced to new customers.

During the weekend of Feb. 26, the La Quinta Resort & Club will host the Desert Classic Concours d'Elegance. This event is also sponsored by the city of La Quinta and promises to bring national attention and visitors to La Quinta, bringing in 150 rarely seen classic cars as well as other exhibits.

Events such as these help create awareness for La Quinta, as well as stimulate the local economy — which is greatly needed considering 2008-09 was a very challenging year for many retailers. Unfortunately, despite their best efforts, some businesses simply could not survive.

I am happy to say that in the last quarter of 2009, and the beginning of 2010, retailers in Old Town La Quinta are starting to see a positive change in their customers' spending habits. On a recent Sunday, the amount of traffic at Old Town's weekly farmers market was more than double the attendees from what had previously been considered the market's best day.

But there is definitely still a need for more activities during the slow summer months. Once the sun retreats behind the mountains and the air begins to slightly cool, we have found that local residents are looking for outdoor family fun, as confirmed by attendees at this past summer's city-sponsored outdoor movies.

Old Town La Quinta's developer is committed to working with the city, Chamber of Commerce and local businesses to create activities that support businesses while giving back to loyal local residents.

If you have suggestions for events and activities you'd like to see during the summer, please let me know, as we are now in the planning stages for summer months.

In addition to thanking the city of La Quinta for its support of events, Old Town business owners are grateful to the City Council for their creative and generous Cooperative Marketing Program. The program, launched in late 2009, allows local businesses the opportunity to leverage their marketing dollars by partnering with the city to advertise in radio, television and print campaigns to reach a broad spectrum of audiences.

In closing, a huge thanks to all snowbirds who return year after year. Your support of the local businesses ensure that they will be here to welcome you when you return.

A heartfelt thanks to the year-round residents as well. It goes without saying businesses would not survive without your continued support.

And to those of you who are first-time visitors, we hope your experience leaves you wanting for more, and perhaps you'll consider La Quinta when planning your summer vacations — a great time to enjoy poolside cocktails and enjoy great golf specials. As the saying goes, "It's a dry heat!"