It's fitting that Somer Lyons, an optometrist who started her own business in December, sees the economy with clear, unblinking eyes.
"If you're starting out right now, you don't have anything else to compare it to; you don't have the 'good times,'" she said. "If you're doing OK in this crummy economy, it can only get better when things turn around."
Lyons' Valley Eyecare & Eyewear Gallery was one of about 70 businesses and organizations that participated in the Carson Valley Chamber of Commerce's ninth annual Business Showcase, which was Thursday at the Douglas County Fairgrounds.
Nearly 700 people showed up to the event, a significant show of support in a drooping economy.
In a previous interview, chamber director Bill Chernock said this year's showcase carried more weight because of the down economy.
"Everything is so magnified," he said. "The event shows off what local businesses in the community are capable of, and that's more important than usual right now."
Larry Biller, owner of M & L Hardwood Flooring, agreed.
"It's absolutely more important this year," he said.
The construction industry has been hit particularly hard by the recession, but Biller is hanging in there.
"I'm doing better than some. I'm working anyway," he said. "But I've felt the crunch like everyone else."
Biller said one key to surviving the downturn is competitive pricing.
"I'm handing out coupons that slice prices in half," he said. "I'm trying to drum up whatever business I can."
He said superior customer service is also crucial.
"We have to do whatever we can for them," he said.
Other businesses are finding strength in the type of services and products they offer.
"We're surprisingly doing OK," said Christina Rodriguez, enrollment director of Northwest Martial Arts. "I think why we've stayed consistent is that we offer a stress reliever, a way for people to get out of the house and do something for themselves."
But other businesses are striving to market products that may not be as critical to daily life.
"The economy has slowed down restaurant sales," said Fran Pritchard, owner of Killer Salsa. "People are watching every penny they spend, and watching for anything unnecessary."
But Pritchard, who's been in business for 16 years, has not let up one iota in the marketing and selling of her jarred and fresh salsa varieties. She's been selling her product in Walmart for three years, and is continuing to make the big deals.
"I'm talking to Costco," she said. "We're planning to sell the salsa in the Carson City store."
Janine Walsh, Costco membership manager, confirmed this, saying that the large retailer likes to offer local products whenever possible.
"We like to give back to the community," she said.
Andy Seeley, associate publisher of the Reno/Tahoe Travelhost magazine, was at the showcase trying to sell more than a product; he was trying to sell Carson Valley as a tourist destination.
"We get five million tourists in the Reno/Tahoe area every year," he said. "What percentage of that can we bring to Gardnerville and Minden?"
Seeley said his magazine is found in half of the hotel rooms in the country. He said it could be a valuable marketing tool for the Valley.
"There are things here that no other area has: great golf courses, gliding and Basque restaurants," he said. "My goal is to put Gardnerville and Minden in the tourist zone. Tourists, on average, spend $200 a day. If we can get 1,000 to 2,000 visitors here every month, that's a lot of money."
Gardnerville resident Pam Rodrigues, however, already knows what Carson Valley has to offer. This was her first year at the business showcase.
"I'm very impressed," she said. "There are so many companies here with so many different things. This event brings people together and continues to keep money flowing in Douglas County."
