Tampabay: The long road to recovery

[Times photo: Ron Thompson]
Warren Hill of the Harley-Davidson Shop of Crystal River says business slumped after Sept. 11, but is coming back. "People are just getting tired of not having fun," he said.

By HELEN HUNTLEY

Gary Taylor, the boss at Pit Boss Bar-B-Q, describes the nation's woes in terms he knows well:

"We got hit with the combo platter -- the weak economy, the stock market tumbling, the terrorist attack and the anthrax scare," he said. The company's four restaurants in Pinellas, Pasco and Hernando counties felt an immediate impact, losing about $10,000 worth of scheduled catering business at the end of September.

But Taylor and other Tampa Bay business people are fighting back, trying in the ways they know best to restore some sense of normalcy to their corners of an abnormal world. Their weapons: extra discounts, extra advertising and even extra smiles.

They have not forgotten Sept. 11's victims or heroes, and they display more flags. But like their counterparts across the country, they are trying to protect their livelihoods and their sanity.

"You can only stay concerned and scared and hide for so long," said Warren Hill, manager of the Harley-Davidson Shop of Crystal River. Still, they cope with a new reality: His colleague who sorts the mail now wears gloves.

This report takes a look at how Tampa Bay businesses are faring in their efforts to get back to business as usual. St. Petersburg Times reporters visited dozens of businesses along two of the Tampa Bay area's main thoroughfares. To the west, they traveled U.S. 19 from Crystal River to the Sunshine Skyway bridge. To the east, they surveyed the mood along Dale Mabry Highway.

There are signs of prosperity and pain. In Pinellas Park, cars circled the jammed parking lot of a Super Wal-Mart offering grand-opening specials. A new buffet restaurant is under construction in Homosassa, and St. Petersburg will soon have a new Saab dealer. But Weeki Wachee Springs has fewer visitors, so it's open just four days a week. And in South Tampa, the owners of a television repair shop see a slowdown and worry about how to pay the rent and telephone bill.

Here are some snapshots of life along the area's main streets.

HILLSBOROUGH COUNTY

La Belle's TV & VCR Service Inc., Tampa

Jim La Belle and his wife, Libby, have owned the shop for almost 38 years. Mr. La Belle repairs 20 to 30 items a month, while Mrs. La Belle keeps the books. Business is down 70 percent to 75 percent since Sept. 11.

"It's worst I've seen in all the years that I've been in business . . . (Technicians) are calling and looking for jobs. There's not enough work for me hardly."

Before the attacks, the La Belles were reluctant to take a vacation because it was so busy. Now they have plenty of free time. "People are just staying home . . . they are sticking with what they have and they're not spending money. I've never seen people so concerned about spending their money, reluctant to pay an estimate charge or deposit."

"It's actually very, very disheartening to see how slow it is. This next month, we're going to have to really scramble hard to pay our overhead, the rent and the phone."

Tampa Music Academy, Tampa

Jolene Weikel, office manager, fields inquiries and books appointments for this music center, which offers lessons to 500 students.

"The actual day of the attack, a lot of students did not show up," she said.

"It's still not where it should be, but it has picked up a little bit the last couple of weeks.

"As time goes by, people will kind of loosen back up and get back into their routines. You would be surprised, for a lot of people, music is a priority to them."

[Times photo: Toni L. Sandys]
Summer Bloom, 7, plays an exercise during a piano lesson with instructor Kimberly Beck at Tampa Music Academy as her mother, Patricia, and sister, Chynna, wait.

Southern Mill Bread Co., Tampa

Manager Jack Schofield said regulars have kept business hopping for the past eight years. But he wonders what will happen if winter tourists don't show up.

"We get a lot of people coming from up north. I guess they're hesitant to fly. Customers we usually see haven't been here, yet.

"It was pretty dead after the attacks. I thought people would be be scared, like a hurricane kind of thing -- "gotta get bread!' But I guess not.

"Business has picked up a little bit in the past few weeks. This is more a luxury item because it is a little bit higher quality bread than you get in a grocery store. We're not worried. People like their bread."

CITRUS COUNTY

Harley-Davidson Shop of Crystal River

Nestled between Kash n' Karry and a dentist's office, the Harley shop in this town of 3,500 has thrived since opening last fall. Manager Warren Hill planned to hire another employee this month, but the events of Sept. 11 put expansion on hold.

New bikes continued to sell, but Hill sold only eight used motorcycles that month, half his usual business.

"Most new bikes that come in are already spoken for," said Hill, 54. "But used bikes are a little more impulsive buys."

Slowly, sales have returned to normal. "People are just getting tired of not having fun," Hill said.

HERNANDO COUNTY

Weeki Wachee Springs, Weeki Wachee

Mike Jacobs sits behind a desk of papers in a rundown concrete block office at Weeki Wachee Springs.

These days the offices -- dormitories for mermaids decades ago -- have morphed into a "think tank," says Jacobs, the general manager, clad in jeans and a ball cap. He and his top employees gather here to concoct new ways to draw patrons to the park.

Only squirrels and an employee's dog scamper across the grounds. After the terrorist attacks, crowds thinned so drastically, it wasn't worth it to stay open seven days a week. Now the park is closed Monday through Wednesday.

To attract more guests, the park has bought television ads in neighboring counties and offers free admission to local residents some days of the week. "We still have our local market that's faithful," Jacobs said. "It's just the drive-in market we're missing."

Jacobs hopes business will be back to normal by February.

"I think the big indicator will be this Christmas season. If they are not going to spend for Christmas, they are not going to spend on a theme park."

Outback Steakhouse, Spring Hill

After the terrorist attacks, the new Outback Steakhouse on U.S. 19 in Spring Hill saw business slow to a trickle, said general manager Joe Starost.

In the first few weeks, the restaurant was down $1,000 a day in sales, he said. Servers, who make $2.13 an hour plus tips, were the hardest hit.

"We're 5 to 10 percent down what we expected to be in sales at this point," he said. "Some people decided to get second jobs. But everyone is looking forward to seasonal business."

Starost speculates that diners initially stayed home to watch for breaking news. Then, many became reluctant to spend money in a worsening economy.

When might business return to normal? "I'm not sure what normal is anymore," he said.

PASCO COUNTY

Your Friend Ben's Pawn Shop, Hudson

Ben Cianfarani's pawn shop business has slowed, but gun sales are brisk.

"This is a transient state. Everyone's from somewhere else and may be running from something else," he said. Cianfarani said both the quality and quantity of merchandise people bring in to sell has declined.

"People don't know what to keep and what to sell; they're really mixed up," he said.

Before the attacks, Cianfarani had planned to add another 3,600 square feet to his building, but now he's putting those plans on hold. He also has cut back on buying trips to Massachusetts, Los Angeles and Miami because of concerns about inadequate airport safety measures.

But he did his own part to stimulate the economy: A day after the attack he bought a new car.

Pit Boss Bar-B-Q, Port Richey

The attacks "kicked business down a notch" at Pit Boss Bar-B-Q, said co-owner Gary Taylor, talking over the din of the TV that used to be tuned to ESPN and now blares headline news. "It's horrendous everything that's going on."

Restaurant sales are just now starting to return to normal, with the help of promotions such as all-you-can-eat chicken barbecue and kids-eat-free nights. Taylor rented a billboard to advertise near his Palm Harbor location, figuring that more people will be driving now, so roadside visibility will be more valuable than before.

"You really got to do things to stimulate business," said Taylor. "Luckily, the barbecue industry is considered a bargain-type meal."

Right after the attack he called a staff meeting and told employees to smile as they serve, even tell customers a joke -- anything to make customers feel comfortable and happy.

"The country is depressed right now," he told employees. Noticing that they were pretty downtrodden themselves, he added: "No matter how hard it is going through this, be thankful you're not out there, under the rubble."

Richey Racquet-Fitness Gym and Racquetball Club, Port Richey

At Richey Racquet, sales of new memberships have shot up by about 35 percent in the weeks since the attacks, even though the club cut back on advertising. Existing club members are working out more often.

"People come in through the door more motivated," said manager Al Benz. "Maybe this got Americans up off the couch a little bit. They've gotten more patriotic, more unified and more active."

Maybe, as one club member suggested, people are getting burned out staying at home, and want to get away from the constant blare of the media.

Benz will know by early December whether the terrorist attacks and continuing threats slow the migration of snowbirds and the business they bring.

NORTH PINELLAS

Dick Norris Buick/Pontiac/GMC, Palm Harbor

A huge billboard in front of Dick Norris Buick/Pontiac/GMC used to advertise the dealership's latest sales promotion. Now it features the American flag.

"I think you have to separate business from patriotism and say "I support America. I do business in America,' " said Doug Norris, general manager.

Although sales dropped in the two weeks after the attacks, Norris said business is back on track. Manufacturers' 0 percent financing deals are a big reason. He said the dealership sold close to 300 cars in October, about 50 more than usual.

"They say consumer confidence is down, yet we're still selling a lot of vehicles."

Cell Station, Palm Harbor

Manager Rick Bennett said Cell Station has more than tripled its newspaper advertising in response to a drop in sales of cellular phones.

"We pushed advertising to a different level and increased our ad budget," he said.

In September the store sold only 150 phones, 50 less than the month before. In October that increased to 160 and Bennett said he expects to be over 200 phones once again in November.

The coming holiday season should help the company boost sales, Bennett said.

"I've noticed more competitive pricing plans. Both of our major carriers have launched competitive pricing strategies."

SOUTH PINELLAS

Tri-City Bolt & Screw, Pinellas Park

"We had a whole week where nobody was doing anything, but other than that, we won't feel the effect for a few months in our business," said Chris Merritt, manager of Tri-City Bolt & Screw. "If there's a hotel that's half-way finished, this didn't stop that hotel from being finished. But it might have stopped the next one from being built."

He said his company, which sells fasteners to the construction industry, discounted its prices 5 percent to members of the local contractors and builders association.

"They pay us so we want to help keep them going," he said.

Merritt said the national concern about terrorism has not affected the company's operations.

"We're a little family-owned business so I can't understand anybody targeting us," he said. "Most of our mail comes from other vendors. It's hard if a customer sends you a check not to open it."

Merritt said he is optimistic about the future of the company.

"For the last 10 years, everybody kept saying we were running out of room to build, but that's not been the case. Since Hurricane Andrew, our business has been increasing every year. And with the new building code coming into effect in January, a lot of new fasteners and hangers will have to be in buildings. Construction is no longer just putting a couple of two-by-fours together."

Animal House Pet Center, St. Petersburg

People are still spending money on pets, said Rachel Nannen, co-owner of the Animal House Pet Center.

"October has been a wonderful month for us," she said. "Customer traffic is up about 4 percent this month from October of last year. Buying pets may be a comfort factor, helping people through the distressing times. Our dog sales and cat sales have been very good. I believe the amount of money people are willing to spend has actually gone up."

One difference: fewer cars whizzing by on 34th Street.

"Generally we have to wait many minutes for the traffic on 34th Street to slow down to go across at lunch time," she said. "Today we were able to go across and come back without waiting at all."

Center Stage Unisex Salon, St. Petersburg

[Times photo: Fred Victorin]
Reflecting in a mirror, Pam Williams, owner of Center Stage Unisex Salon, styles Vianda Harris' hair.

The regulars are still coming to Center Stage Unisex Salon, but the walk-in traffic has dwindled, owner Pamela Williams said.

"U.S. 19 normally is a pretty busy strip," she said. "We'd get a lot of Canadian people who would stop in. That has not been the case this year. It has been really, really slow. The few walk-ins we do get are mostly coming to get products to maintain their hair at home."

She said a few of her regular male clients have even asked where they could buy clippers for home haircuts. "People are pinching those pennies."

Williams said she is offering incentives such as free beauty products to clients who bring in or refer new business.

"My co-worker even made up some fliers targeting high school kids and had her nieces put them on cars at the mall," she said. "But it really hasn't gone over that great."

Williams said she is hopeful business will pick up with the holiday season. "Usually those are busy times for us."

Even with the slowdown, Williams said she is optimistic about the future for her salon.

"There will always be a need for barbers and hair stylists who are pretty adept," she said.

-- Contributing to this story were Times reporters Jennifer Goldblatt in Pasco County; Saundra Amrhein in Hernando County; Alex Leary in Citrus County; Dong-Phuong Nguyen in Hillsborough County; and Julie Church and Helen Huntley in Pinellas County.

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