Agoura Hills Lays Low This Fourth Of July

Low-key and laid-back seems to be the resonant trend this Fourth of July weekend, at least in Agoura Hills, where local businesses attest to managing with modest preparations and expectations.

Still rebounding from the recent economic downturn, independent merchants and large chains around town have opted to stick with regular or shortened business hours, foregoing promotions and the usual preliminaries that precede a holiday weekend.

Agoura's Famous Deli & Restaurant is an example. "We think it will just be like any other Sunday, where we're busy from breakfast to lunch," said manager Yolanda Salas, "but we are planning to close early since people will most probably be heading to the beach or their neighborhood block party."

Ice-cream chain Baskin Robbins is counting on America's Birthday Cake, its July flavor of the month and collectible Major League Baseball mini-helmets, to cool down customers. Meanwhile, Regency Agoura Theaters hopes to draw in the crowds with its third installment showing of The Twilight Saga series.

Judging from the grocery items that have been flying off the shelves at Ralph's Grocery on Kanan Road, beach trips and block parties will still abound this Fourth of July weekend.

"Business has definitely picked up," store director Paul Viscaino said. "Steaks, beer and the usual barbecue trimmings have been selling quickly, just as we had anticipated."

Over at The Canyon Club, it will be party time as usual on Friday, with "The Rising and Hollywood U2," a Bruce Springsteen and U2 tribute performance.

"We expect to attract a mostly local crowd and hopefully fill up our 500 seats," said Jessie Combs, box office manager. Guests are guaranteed seats to the show if they come in between 6 and 7 p.m. for dinner.

Sip Malibu, a wine bar on Sierra Creek Road, will start off Sunday with mimosas and a made-to-order "Blues Breakfast," featuring live blues music.

"Since this is our first year in business, we are excited and expecting to be busy. I think it will be like Mother's Day or Father's Day and that's how we are preparing," said Andrew Wells, general manager. Wells is expecting to serve 70 to 75 guests with a good table turn over rate leading up to the afternoon barbecue. Wine tasting will also be ongoing all day long.

As most businesses wind down on Sunday, high-end car rental agency Air Force Limos and Town Cars, will just be warming up.

"We are almost completely booked. We think it will be busier this year than last year since the economy's recovering. In fact, we had to hire more drivers," said Tammy Gale, the manager. Air Force's clients are from all over – young and old, families and couples, who want to take the stress off of driving home after dining and wining.

Until July 5, the Homewood Suites by Hilton has "Fireworks and Barbecue" room rates. The hotel is also throwing in a complimentary grocery shopping service so guests can stock their fridge and utilize the hotel's barbecue grills.

A hotel spokesperson predicts: "We have a lot of long-staying corporate guests but we think we're also going to attract a lot of families this time. We might sell out since we're already at a 90 percent occupancy rate right now. We had about a 70 to 80 percent occupancy rate this time last year."

Locals will have to wait until July 11 for the city's annual fireworks show, following a free concert featuring "Sharkey and the Babes," said Donna Conlin, recreation manager.

"The concerts at Chumash Park are a great way for families to enjoy quality time together in a fun and relaxed atmosphere," Conlin said. "The fireworks show is always a huge crowd pleaser."