By Bridget Levitz, Truth Staff
ELKHART -- Downtown Elkhart's been getting a lot of attention lately with talk of a new hotel development coming to the Civic Plaza and a possible renovation of the Elco Theatre.
Downtown merchants hope it stays that way -- focus on the Main Street corridor and surrounding streets is good for business, they say.
Competing with busy shopping corridors, malls and big-box retailers can be difficult for the unique mix of retailers in Elkhart's center. Recent attention on the future of downtown works to raise awareness and curiosity about what's already there.
"It's definitely helping that people are talking about it," said Austin Kemery, owner of Garber's Decorating Center at 224 S. Main St. "People are really interested in seeing downtown events."
Stan Rupnow, owner of Matzke Florist at 501 S. Main St., says these potential new developments will "absolutely help" downtown business. The continuation of Streetscape to more of Main Street will make a difference, too.
"What's going on right now is the most encouraging thing I've seen in the 20-plus years we've been here," he said. "Especially the Elco. But these things have to happen. This is the heart of the city. Anything that doesn't have a heart won't last very long."
New development, said John Weaver, owner of Martin's Pet and Garden Center, is good for the entire downtown.
"It helps bring people to the area," he said. "People are always going somewhere and we're on that going-somewhere route."
But getting the message out about what downtown has to offer can be difficult, merchants say. Few people realize what's available in the city's core.
Residents aren't aware Martin's Pet and Garden Center on Jackson Boulevard has a greenhouse or that Matzke sells gift items. And getting customers to think of Garber's first for paint, wallpaper or decorating needs is a challenge, Kemery said.
"When you need to do your shopping, where do you go?" he asked. "You don't think about coming downtown. Something has to happen to draw people here."
New restaurants, like the recent opening of The Vine, help, he said. But quicker eats and treats could make downtown a family destination.
"An ice cream shop or hot dog stand -- something people could grab and eat as they're walking downtown -- would help," he said. "We need a couple more types of businesses to add to the flavor down here."
While hoping for a prosperous future, business owners must work to attract customers in the meantime.
Business owners say they're always looking for creative new ways to reach customers. Garber's is considering hiring area youths to deliver fliers to city neighborhoods. Matzke's deals with the challenge of 80 percent of its customer base never stepping foot in the store, placing orders instead over the phone or Internet.
And Martin's Pet and Garden Center relies heavily on visual appeal -- often first-time customers venture inside because they thought the shop looked interesting.
To help spread the word, downtown business owner Mary Ann Lorentz, along with help of Downtown Elkhart Business Association and Elkhart Downtown Inc., created a shopping guide.
The pamphlet offers phone numbers, addresses and information about retail, restaurants and specialty stores downtown. Copies can be picked up free of charge at most downtown businesses.
"When customers come into one of my stores, I can give them a guide -- and hopefully they'll see another store they'd like to visit," Lorentz said. She owns The Copy Shop and Antiques at The Loft.
The directories were made with convenience in mind -- printed on durable recycled paper, easy to carry and more importantly, easy to update. Guides can be updated any day of the week, Lorentz said, and be on the street the next day.