Cluster of businesses on south side tries to overcome location

A cluster of established owner-operated businesses in south Yuba City are trying to figure out how to get noticed.

The retail boutiques, personal services and food providers in Lincoln Plaza are struggling to attract customers as they face continued economic challenges, a somewhat out-of-the-way location and change in traffic flow as a result of the Lincoln Road reconstruction.

"The biggest issue is exposure," said Liz Garcia, owner of Mountain Top Yogurt. "That's been my biggest obstacle, to let people know we are there."

She's tried all forms of advertising and reaching out since opening in January 2009, but to little avail.

"At least three times a week, people come in and say, 'I didn't even know you were here and we just live two blocks away," Garcia said.

About 9,000 vehicles normally pass the plaza while driving east and west on Lincoln Road every day, according to Yuba City traffic counts. But business owners say the parking lot has been noticeably emptier as construction across Highway 99 inhibits easy access to the shopping center.

"We've lost a lot of morning customers," said Kathie Waters, owner of Koffee Kate's. "They live on the other side of the highway over by Lincoln School. Once they are down one way or the other, they don't come back."

Garcia said she has seen a similar dip, worsened by the harsh economy.

"We now know how they felt on Plumas Street," she said. "We all need the boost right now."

At least Lincoln Plaza does not have any empty stores, Garcia said. And she has no intention of leaving.

"To probably be completely profitable and just make tons of money, it's better to be in an area that's got a lot more traffic," she said.

"But my point was to be there for the people so they wouldn't have to drive clear across town," Garcia said.

Some business owners are brainstorming for ways to bring in more traffic.

An open-mic night started on Wednesdays at Koffee Kate's about five weeks ago. The weekly event packs the coffeehouse to the walls with those eager to showcase their talents.

Other business owners have said it helps with foot traffic and maybe people will notice services for which to return, such as tanning.

"The people come get yogurt after they are done," said Garcia, who has also seen open mic'ers headed for pizza and other things after the event is over.

Waters wants to organize a farmers' market in the plaza parking lot for spring and summer months.

"We are just trying to generate some more business and let the neighborhood know we are here," she said. "Maybe if they come in for that, they will remember to come in for coffee."

Jilian's Cleaners has been in Lincoln Plaza for 15 years, and business has never been so low, said owner Lance Whatley. He blames the economy, as people cut back on dry cleaning and other luxury services.

"If I could just market to the right people, I would be OK, too," he said. "I need to find those who are not affected by the economy as much."

Whatley added a pick-up and delivery dry cleaning service two years ago and wants to market that, along with the business' basic offerings, to lawyers, businessmen and the Sikh temples, in hopes of drawing in customers.

Also the owner of Lance's D.J. Services, Whatley's been thinking lately about playing music in the parking lot on Friday nights and Saturday mornings to attract new business.

"Maybe we should do a Saturday barbecue or hot rod shows or something, get people walking around," he said. "It'd get people to turn their heads this way."

Contact Appeal reporter Ashley Gebb at 749-4724 or agebb@ appealdemocrat.com