Coolidge Corner Merchants Launch Monthly "Strolls" to Combat Summertime Sales Slump

Coolidge Corner shop owners are trying something new to keep customers coming back in the lazy, superheated days of summer.

Starting last Wednesday, July 7, area merchants began hosting a monthly event – dubbed "Summer Strolls" – that invites shoppers to wander the neighborhood and take advantage of and discounts, concessions, games and special guests. The event is the latest initiative of the Coolidge Corner Merchants Association, which is also hosting sidewalk sales throughout the summer.

The event got off to a quiet start, drawing a small crowd despite the sweltering heat.

"It was a tough one because it was just really hot outside," said Harvey Bravman, president of the association. "It was a good start, but it's something we need to keep doing with more outside activities."

While Magic Beans was packed with strollers, parents and dancing children who sang along with Brookline performer Vanessa Trien, other stores did not have such a bustling night. Several storeowners said they hope the Summer Strolls event would become more popular over time.

"I wish they would hold more than three events, because in the summer retail slows down and we need to spice it up," said Eva Budavari, owner of Eva B Consignments.

Bravman would also like to hold Summer Strolls more often, but said permits and insurance make the endeavor costly. However, the event does not specifically aim to increase sales.

"I think things like this are not really about making a few extra dollars," Bravman said. "It's more about a long term effect… We want realtors to tell buyers, 'one of the cool things about this neighborhood is all these independent shops.'"

Bravman said Summer Strolls promotes harmony between the community and independent business owners with the backdrop of a laid-back summer evening atmosphere.

"[Summer Strolls] helps remind people that Coolidge Corner is a great place to eat, shop, and relax," said David Leschinsky, owner of Eureka! Puzzles on Beacon Street.

Storeowners were overall appreciative of the Merchants Association's efforts.

"The event is very interactive and it gives us the chance to put a face on this kind of stuff," said Jason Differ, a manager at Finale. Differ greeted people outside the bakery with samples of tiramisu and chocolates.

"This event helps to break the stigma that Finale is only for special occasions," Differ said, adding that the event seemed to offer businesses an opportunity to show another, more personal side to customers.

Eureka! also celebrated outside with a tent and several games that drew a number of passersby.

"Stores like Magic Beans and Eureka know what to do with these events because they have their own presence," Bravman said. He emphasized the importance of establishing activities on the street and outside storefronts.

Fire Opal held an event inside with a trunk show from local jeweler, Carol Stoltze. Although the event was quiet, longtime fans of Stoltze's work stopped by to support the event.

"Summer Strolls not only helps independent businesses, but it's also a good way to renew and sustain friendships," said Chobee Hoy, a Fire Opal customer and major Brookline philanthropist.

The Merchants Association will meet later this month to increase participation, promote the event more heavily, and improve methods before the next Summer Strolls event. Summer Strolls are held from 6 to 9 p.m. on the first Wednesday of the month through September.