SM local legends weather recession
By NORA SORENA CASEY Special to the Daily Press
CITYWIDE Kathy Brill used to go to Norms to get breakfast with her girl friends and dish over their latest dates. A quarter century later she stops in for lunch at the counter on her way back from Emertius college.
“It’s just a special place. It’s a little step back in time where people are nicer to people” she said. “You don’t get a server who’s an aspiring actor and is deigning to serve you.”
Brill is one of the many locals, most of whom don’t even need a menu, who comes to Norm’s and have kept it in business for the past 59 years.
It is hard for businesses to survive in a turbulent economy, especially in the current downturn when many consumers are less willing to spend money. While big corporate businesses may be able to take a few losses over time, it can be difficult for small independent stores, who may have higher prices, to survive. But Santa Monica has a number of local stores and restaurants that seem to have found the secret to success.
Izzy Freeman moved to Los Angeles from New York City in 1953, and opened Izzy’s deli in 1973. The deli celebrates its 35th birthday on Aug. 20. Over the years little has changed: The food has been prepared by the same family of chefs, much of the waiting staff remains the same, and so do many of the customers.
“We have this lady who calls seven days a week for the last probably 10 years,” said Jaime Lopez, a manager who has worked at Izzy’s Deli for the last 19 years. “Every day the same thing.”
Lopez credits Izzy’s long-standing success to its owner. He believes that Freeman’s kindness has helped create a stable community within the restaurant. During his past 19 years Lopez says that business has been consistent. He estimates that 80 percent of the deli customers are regulars.
Dick Kampmann is one of those loyal customers. He has gotten breakfast at Izzy’s every day for the last six years. Although his patronage of the deli has been consistent, Kampmann has seen a number of other local stores close over the 37 years he has lived in Santa Monica.
“There used to be a lot of them, now two of them are left,” he said, referencing Izzy’s and another long time deli, 29 year old Fromin’s Delicatessen. “It’s a landmark.”
Before Izzy’s began its run, that site was home to another staple the community: The Tinderbox, which began there as Kolpin’s Pharmacy in 1928. The store then became The Tinderbox run by Ed Kolpin, a tobacco shop now located on Wilshire, and has been in business for the last 81 years. Like Izzy’s, The Tinderbox has stayed successful based on the sense of community and consistency of its products.
“We look at old ads from the ‘30s and we sell the exact same stuff that we sell now,” said current owner Jeanette Farr.
In its hey-day The Tinderbox catered to stars like Clark Gable, Marilyn Monroe, and Marlen Brando. Today it’s clientele is composed of anyone from UCLA students to 80 and 90 year olds who stop by for cigars, a smoke and a chat.
“Every so often we have people come back who used to work here way back in the day or Ed got them started on their first pipe way back when they were 19,” said Farr.
Few local businesses have been around as long as The Tinderbox, but there are some. Chez Jay’s is 49 and The Galley restaurant on Main Street is the oldest restaurant in the L.A. area, and has been around for the last 74 years. One of the oldest shops in Santa Monica is Busy Bee Hardware on Santa Monica Boulevard, which is now in its 94th year.
“Whenever I’m nearby I just hope there’s something I need so I can come in here,”said Lenore Bloom, a Los Angeles resident who shops at the hardware store.
The Busy Bee is unique not only for its age: The shop’s setup is practically overflowing with different hardware supplies, and its custom-service setup that makes sure each customer is assisted personally.
“It is hard and we have struggled a little to stay in business but the community likes the store,” said store manager Veronica Portillo. “Right now the economy is pretty bad but we still have our regular customers who come every day or every other day.”
With the current economic recession many of these local stores are concerned, but with their long history they have a record of getting through rough patches.
“They have seen the fluctuations and they have the advantage of past experience,” said Laurel Rosen, president and CEO of the Santa Monica Chamber of Commerce.
“They’re the ones who will help the other ones that are unsure and help them see they have to find ways to wait it out.”
Some, like Izzy’s, are confident that their customer niche is so consistent that business will hardly be affected. But for most long-term businesses, the economic situation is still troublesome.
“We’ve always taken the long view — not this quarter, not this month, and rather than go for the quick sale I’ve gone for long-term relationships and it’s paid off,” said Robert Riskin, president of McCabe’s Guitar Shop. “But when I see independent booksellers going out of business it hurts and there aren’t many small music stores left.”
McCabe’s is celebrating its 50th year in 2008. The shop was first opened by Gerald McCabe, a furniture designer who helped fix his friend’s guitars. It’s growth was tied to the civil rights and folk movement, and though music and the shop have changed over the years, it is still a haven for musicians and guitar lovers from the now-famous musician Beck to local children who visit with their parents.
Drew Pomatti took guitar lessons at McCabe’s since fourth grade and lives a few blocks away. Now almost 20, he still cherishes the shop.
“I would look at all the black and white photos of all the people who played there and I feel kind of daunted and kind of impressed and also proud to be there,” he recalled.
These stores are important not only for their resonance in the community, but as a source of revenue for the city.
“Their tax dollars are the basis for this city,” said Rosen. “You need these long-term anchors for the city to support services.”
Hopefully these businesses will continue to contribute to Santa Monica’s economy and its unique community, and others can learn from their secret of success which is no secret at all: A consistently high-quality product and great customer care that keep people coming back year after year, and decade after decade.
Originally published in the Santa Monica Daily Press print edition on August 16, 2008. Read the original PDF.