Last week, Paula Lochridge and Laurie Hickey of the Main Street Gardnerville program walked the lengths of downtown handing out business surveys.
The difficulties facing the revitalization program could be seen in the boarded-up windows of empty storefronts. But, by the same measure, promise could be found in the bright facade of a popular restaurant, the glittering decor of an established gift shop, or the rustic banner of a landmark casino.
"The reactions so far are that the owners and managers are supportive and eager to see what the Main Street program has to offer," said Lochridge, the program's manager.
Among other things the surveys asked business owners how long they've been in operation, whether they own or lease their locations, the number of people they employ, and what they like about being on Main Street.
The surveys were also designed to track the number of businesses in the downtown district, which extends from the Stratton Center to the S-curve on Highway 395.
Gardnerville Town Manager Jim Park estimated there are 100 to 150 individual businesses in the district.
"By the time we're through with the business survey, we should have an exact (or close to exact) number," Lochridge said. "The surveys could end up taking several weeks to complete. We want the businesses to work with each other."
"More people are receptive because of the downturn " if we were doing this in good times they might not be as receptive," said Hickey, who is chair of the program's economic restructuring committee. "They want to know what more they can do to help themselves."
Hickey grew up in Carson Valley and remembers when downtown Gardnerville was a happening place.
"It used to be a busy," she said. "People would come and do all their shopping. Now, you don't see people out on the street."
Hickey attributes this not to a lack of good businesses, as she can count many, but more a lack of designated parking, and a mindset of passersby that Gardnerville is place to pass through and not stop in.
"Unless you live here, you can't figure out where to turn around and come back," she said. "We need to create a better parking situation."
But parking aside, Hickey said the basic commercial structure of downtown is more than sufficient to serve the community.
"The distances are no different than a shopping center," she said. "But people don't look at downtown that way. It's a mindset. We have to change that way of thinking and make downtown a fun place. Once you get people in there, it's really accessible."
Bill Thomas and Marcia Voeller have owned the boutique gift shop Especially For You for 13 years. In 1998, they moved their store into the old Record-Courier building on Eddy Street, behind the J.T. Basque Bar & Dining Room.
"Traffic is a real problem," said Voeller, who is also a member of the Main Street board of directors. "People don't want to cross the street. It's bad enough to go down one side."
Thomas said a lack of street-side advertising is also a challenge.
"People ask why we don't have a sign on Main Street, and I say, 'Because it's against the law,'" he said. "This is not an area conducive to strolling around from place to place."
But both Thomas and Voeller hope the revitalization program will change that.
"We're really hoping to slow traffic down," said Voeller. "We want to brighten up the community and make this a place people want to stop."
They're also hoping the program will promote the downtown district as a whole.
"We've never had a cohesive unit before," Thomas said. "We have people come in that say, 'Gosh, I've been here for five years, and didn't know this place was here.'"
"We want people to know what they have locally," added Voeller. "They don't need to go to Reno."
Although both are optimistic about the Main Street program, they said any revitalization process will take time, especially during an economic recession.
"It's not going to happen over night," Voeller said. "It's going to be a long process, but you have to start somewhere."
"We can only improve on what's already been established," said Thomas. "We're pretty bullish about Gardnerville. It can happen down here."
Main Street Gardnerville is hosting a Main Street Mingle for business owners and residents from 5:30 to 7 p.m. on April 28 at the Carson Valley Museum & Cultural Center, 1477 Highway 395, Suite B. Light refreshments will be served as participants learn more about the program. RSVP by April 24 to Lochridge, 782-8027, or plochridge@mainstreetgardnerville.org.
