> ## Content Index > Fetch the complete content index at: https://www.smdp.com/llms.txt > Use this file to discover other available public pages before exploring further. # Taking a pass on Pico shops Costs bringing Vegas dreams down to earth - URL: https://www.smdp.com/taking-a-pass-on-pico-shops-costs-bringing-vegas-dreams-down-to-earth/ - Published: 2006-03-04T16:00:00.000Z - Updated: 2026-10-23T17:19:34.000Z - Author: Kevin Herrera - Tags: Business, Pico, #archive-import *Passport proponents look to raise profile* PICO BOULEVARD — Whether you have the urge to sew, dine on gourmet cuisine, start a rock band or create the next Oscar-nominated film, you can do it all here... and at a discount. Since last November, 59 merchants have participated in a discount card program for residents called “Passport to Pico.” There are barbershops, restaurants, beauty parlors and art galleries; virtually anything and everything one could want or need, with businesses offering a variety of specials geared towards saving consumers money. But what merchants along this culturally and economically diverse stretch of Santa Monica have found out recently is that many people either don’t know of the discount program or have failed to use their cards. According to a recent survey conducted by the Pico Improvement Organization, or PIO — a collection of business owners united in improving the area’s image — 51 percent of the businesses reported less than 10 customers taking advantage of the discount program. Thirty-three percent reported no customers have used the cards. “It’s the beginning of the program, and while there hasn’t been much use of the cards, a strong majority of businesses who participated believe in the program and we are trying to find better ways to promote it,” said Ruth Talley of Make Believe costume shop, located near Trader Joe’s. While a lack of awareness was to blame for the low participation, merchants said other factors, most of which have plagued Pico for years, also may have played a role. Those factors set the Pico business district apart from other commercial areas in the city, and therefore, require creative solutions — such as the discount program — to boost not only sales, but also the reputation of the boulevard. Founded in 2000, the PIO is the youngest of all the business improvement districts in the city. It also has the smallest operating fund, budgeting $63,000 a year to pay for a wide variety of improvements, such as storefront renovations, as well as programs that build better relationships with merchants and residents, some of whom have been at odds for years over parking. In comparison, the Downtown Parking and Business Improvement BID, founded in 1966, has an operating budget of $170,000 a year, with the majority of that money going towards promotions, including holiday decorations. “We are the youngest BID in the city, so I guess you could say we are experiencing some growing pains,” said Talley, who has worked on Pico for more than a decade. While many BIDS are pedestrian-friendly, Pico Boulevard, because of its length, is not as conducive to walking. The BID stretches from the beach to the easternmost city limits at Centinela Avenue, and not all of that stretch is retail. The Woodlawn Cemetery, Santa Monica College and Santa Monica High School — while assets — create pockets that are absent of businesses, disturbing the shopping flow. That also makes it more difficult to create a cohesive look and feel, merchants said. “We’re sort of divided at certain spots,” said Robert Kronovet of Kronovet Reality Co. “The city has helped in unifying with landscaping improvements, not to mention the new Virginia Avenue Park, which has been a great addition. But there is still this feeling of disconnect at times.” Traffic is another problem, Kronovet said. “It can be a deterrent for some, but I’m proud to say that I think traffic is a good thing, because for me it represents commerce,” he said. Then there is the issue of crime. Earlier this week, 15-year-old Samohi student Eduardo “Eddie” Lopez was shot and killed by a suspected gang member while walking with friends on Pico Boulevard near 26th Street. The killing has sent shockwaves through the community and reminded people that there is still a problem with gang violence in the area. Gang-related shootings are commonplace in the neighborhood. “Crime is an issue, and we have worked so hard to give Pico a personality and have it become a shining boulevard,” Talley said. “But then something like (Lopez’ death) happens and immediately the (bad) reputation that Pico has pops right back up. So it’s hard to combat that. (Lopez’ death) was a terrible thing and I don’t know how we can prevent that.” Kronovet said that by forming the Pico BID, they hope businesses and residents can work together to improve the look of the neighborhood, and in return, restore some of the Pico pride that has been lost. Despite the challenges, merchants said Pico is still a vibrant and attractive commercial district because of its combination of long-time, locally owned businesses such as McCabe’s Guitar Shop and Rae’s Diner, and eclectic start-ups like Violet restaurant and Acapillow, which makes custom bedding and furniture. “We really like it here. For one, it’s not the (Third Street) Promenade,” said Acapillow owner Eleanor Path, who relocated the business to Pico three years ago. “It’s really a great area. We have the stability of stores like McCabe’s, as well as popular chains like Trader Joe’s. Then we have some of the smaller mom-and-pop stores so it’s a good mix.” Path said people may not be using the Passport cards because they simply forget they have them. “I’ve got one too and I really haven’t used it either,” she said. “I encourage people to use them and I think they will over time.” Business owners have discussed new Passport promotions to raise awareness about the discounts. There also is talk about advertising in local newspapers and on Big Blue Buses that travel through the area. Merchants also have discussed creating an art walk to celebrate a recent influx of galleries. “People who live and work here are some of the warmest, kindest people I have ever met,” Kronovet said. “There are certain folks who find it hard to get to their happy place, but for the most part everyone here is united for the sake of Pico. I know I feel very blessed to be a part of it for the last 20 years.” *Originally published in the Santa Monica Daily Press print edition on March 4, 2006.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/030406.pdf?ref=smdp.com)