Village businesses facing hard times

Wednesday, February 19, 1997

WESTWOOD:

Merchants deal with parking woes, new Ackerman UnionBy Rachel
Muñoz and Michelle Navarro

Daily Bruin Contributors

A thick aroma of coffee and donuts clouds the air. Vincent Van
Gogh’s "Cafe de nuit" looms above black tables and chairs peppered
around the room. To the right, above the donut counter, hangs a
sign that reads, "Eat dessert first! … Life is too
uncertain."

The mood is calm and only the low hum of passing cars is heard
on a typical morning at Stan’s Donuts.

For over 31 years, Stan Berman has operated the little shop on
the corner of Weyburn Avenue, surviving the ups and downs of
Westwood Village.

"From ’65 to ’85 there was a steady growth, then from ’85 to the
beginning of ’96 there was a decline which was due to a combination
of things: the landlords’ powers, the parking situation, the meter
control, the neglect of the streets and the overall neglect of the
area by the city," Berman said.

As he looked out the window across the street at the Bruin and
Village theaters, Berman remembered the "heydays," when every
Friday and Saturday a potential of 25,000 people would walk the
streets.

"I just miss those nighttimes when kids would walk around,"
Berman said. "Not gangs of kids, but kids would walk around and
have fun. They don’t come around anymore. At one time everyone knew
about this corner, now they don’t."

Berman said keeping his shop off the growing extinction list of
Westwood businesses has been a "battle." Through the window he
pointed out several holes on the block, like the one left vacant by
the recent departure of the novel ’50s diner Johnny Rockets.

The secret to his survival has been dedication and the
opportunity for people to get a break from a fast-paced life.

"I haven’t taken a day off in two years," Berman said.

Survival in Westwood for a merchant like Berman is not a unique
experience. With less customer traffic in the Village, several
merchants ­ including old, recent and new ­ can relate to
the sentiment that having a business in Westwood is hard work. Each
merchant uses different tactics to stay alive.

Service with a smile, low prices and hard work are the keys to
success, according to Frank Ponder, manager of Westwood Village’s
Bel Air Camera and Video.

Since 1956, the store has catered to students, faculty and
residents, successfully keeping its head above the tumultuous
waters of the village’s business district.

Unlike many of the businesses along the boulevard, Bel Air
Camera and Video has been untouched by the fluctuations of Westwood
Village’s economic state. He attributes his store’s rare items, and
a knowledgeable staff keeps their heads clear of rising waters.

"The village has reached a low point, but it’s going up. There’s
a lot of construction going on, like the new parking lot," Ponder
said. "We’ve pretty much been on a growth pattern."

Ponder said the reopening of Ackerman Union did affect business
somewhat, but a little competition is always healthy.

"We have to be more competitive, that’s how we stayed here for
over 40 years. I would like to see more students come to Westwood,
though," Ponder said.

Tower Records is one merchant in the village who has been in
Westwood long enough to see the many transformations of the
village. Angie Tirone, the general manager of the store for two
years, has observed a "decrease of people shopping in the village"
since she has been working in the store. She notes, however, that
the store attracts the same type of consumers, but in smaller
numbers.

Their business thrives on the different kinds of customers that
shop in the store, according to Tirone. She believes that the Tower
Records of Westwood has its own unique personality.

But Tirone doesn’t deny that Westwood’s problems don’t have a
price.

"Parking is the No. 1 problem," Tirone said. "Parking is the
biggest concern and without parking some retailers can’t make
it."

Efficient parking would attract more customers, Tirone said,
helping retailers pay for the high rents characteristic of the
village (high rent is yet another problem that kicks off a domino
effect of fewer merchants and fewer customers).

She can relate to those who are often frustrated by the parking
situation. "If I can’t park my car, I’m not going to go there," she
said.

Four-month-old Juice Star finds itself confronted with a
completely different set of issues than the older Tower
Records.

Their business continues to grow, according to Amy and Alex
Hong, owners of the store, but they feel competition from nearby
UCLA.

The threat to their business prompted the couple to sign a
petition organized by Gary Avrech, owner of the Student Shopper, a
Westwood-based advertising publication. The petition cites the
facilities in Ackerman Union as a growing threat of competition in
the village.

"(Gary Avrech) is for the business in Westwood. He protects us
as business owners, otherwise Westwood would be dead," said Amy
Wong. The Wongs believe that their business is directly affected by
UCLA because of the juice bar in Ackerman. They think the
competition "will kill everyone," including themselves.

Regardless, the Wongs specifically chose the Westwood location
over other popular areas like Third Street Promenade because of its
foot traffic, which they observe reaches its height between the
hours of 11 a.m. and 3 p.m.

"Westwood is a good location because it is a place where people
walk around and hang out," the Wongs said.

Competition from Ackerman Union hasn’t been too much of a
problem for Berman, mainly because he was able to benefit by the
sale of his food at UCLA.

Despite this deal, Berman still has shaky feelings about the new
Ackerman giant.

"I think they went a little too far. They should sell books, not
perfume," Berman said.

More cooperation between the campus and people and more
"compassion for the little people in the village" are the
essentials Berman considers are needed to improve Westwood
Village.

"I just hope with all these new things," Berman said, "people on
campus will come down and give us a chance.

With experience under their belts, Tower Records, Stan’s Donuts
and Bel Air Camera and Video have seen what it takes to make it in
through the ups and downs of the changing times. Newcomers In-N-Out
and Noah’s Bagels are confident that their notoriety will carry
them through potential hard times.

The familiar employees of In-N-Out, garbed in ketchup-stained
aprons and paper hats, will soon call Westwood home.

Bob Meserve, director of new store openings for In-N-Out, said
the company is looking to open the new restaurant near the end of
March.

Meserve said the new In-N-Out will bring "lots of smiles" to the
village as well as jobs, which will be determined after interview
sessions scheduled in the village March 11-12.

"We think the people at UCLA are the greatest and we want to be
a part of it," Meserve said.

Customer service and quality food is what Meserve predicts will
keep the store alive. The already established notoriety of the
restaurant also contributes to the good chances of success, not to
mention fueling the confidence that any competition from Ackerman’s
food court won’t be a problem.

"No big deal, we like to think we create the competition,"
Meserve said.

Competition is one thing Noah’s Bagels is not concerned with as
well.

Noah’s Bagels, a popular bagel store moving into a space on the
corner of Lindbrook and Westwood, is hoping to attract students and
business people in the area.

Though the store isn’t scheduled to open until mid-March, the
expected clientele includes "a good mix of local business folks and
students," said Susan Gonzales, a spokeswoman for the bagel
chain.

They hope to survive in Westwood by providing an alternative to
campus for students to hang out in a "family room" atmosphere.

"There are people who always stay on campus and people who
always want to leave campus. We offer a place away from campus or
home," Gonzales said.

One recent merchant who has had continued success thriving off
the presentation of an alternative way to dine is Jerry’s Famous
Deli.

Like a diamond in the rough, Jerry’s Famous Deli, with bright
colors, flags and heavy decorations, stands out in Westwood
Village, bringing the town a little taste of East Coast flavor.

The deli has opened its doors to students, professionals and
occasional celebrities for almost a year now, establishing its
place in the village.

"We’ve been doing very well," said Ritchie Roberts, manager of
Jerry’s Famous Deli.

Even with the reopening of Ackerman Union, Roberts said business
has continued to be as busy as usual.

"Part of it is luck," Roberts said, "you just have to know what
the people want. People come into the restaurant and tell me we
should put a deli in San Francisco or one by where they live. You
just have to give them what they want."

To Part 1INGA DOROSZ

(above) An unidentified man walks in front of a boarded-up shop
near the intersection of Glendon and Weyburn.

(below) In-N-Out is scheduled to join Westwood Village in
March