First Street merchants band together to forge identity

When Michele Schlossberg and her husband decided to open Paint Nail Bar in a storefront on First Street last year, she had her choice of four vacant properties between Starbucks and Whole Foods.

Ever since the Whole Foods complex was completed in 2004, it’s been a challenge to keep the commercial space along First Street occupied. Businesses that have spent up to a decade on the block say activity has happened in fits and starts. 

Now, the owners of those older businesses see the arrival of Paint Nail Bar as a turning point. Blush Bridal and Scout and Molly’s were quick to follow, and California Closets and Gulf Tile & Cabinetry have announced plans to fill the last two vacancies on the street.

Getting all 16 of the storefronts occupied is an exciting development, but merchants aren’t sitting back and waiting for customers to come to them. These stores are working together to create an identity for the mini-district, collaborating on promotion and branding to raise awareness of the businesses.

“The fact that we can feed one another customers is big.” — Eileen Wallace

As Schlossberg was preparing to open her store on First Street, she reached out to Eileen Wallace, the owner of Write-On Sarasota. Wallace, who’s been in business for more than eight years, said the level of communication between neighboring store owners has picked up significantly since then.

That’s partially because the stores were able to find a common audience. Blush Bridal owner Fondren Watts was attracted to the area because Write-On Sarasota has a strong reputation in the local wedding industry. Schlossberg was friends with T. Georgiano’s Shoe Salon owner Tatyana Sharoubim, which gave her confidence that she could draw her targeted clients to First Street.

All of the businesses on the block spoke positively about the amount of referral traffic they were able to steer toward other stores.

“The fact that we can feed one another customers is big,” Wallace said. “We have a lot of alike businesses.”

“We’re not a mall, but we have the offerings to cater to a woman’s every kind of retail appetite,” Sharoubim said.

The group has keyed in on an even more precise niche: bridal services. In February, First Street hosted a “Bridal Stroll,” designed to showcase how businesses along the block could fit into the wedding planning process. You can shop for a dress at Blush Bridal, get your nails done at Paint, have your invitations designed at Write-On, sign up for a registry at Pecky Home Interiors and so on.

“We’ve kind of coined ourselves as the ‘bridal aisle.’” — Fondren Watts

Some of it might feel like a bit of a stretch — there’s no saying a newlywed wouldn’t be interested in new tiling — but the event and branding have raised awareness.

“We’ve kind of coined ourselves as the ‘bridal aisle,’” Watts said. “People are beginning to know these businesses are here, especially during the time of your life that you’re getting married.”

The marketing efforts are beginning to ramp up. By the end of the month, the First Street stores should roll out their new identity as the Shoppes at Sarasota Row. The impending awareness campaign will go beyond traditional advertising. The merchants want to host more events, offer joint promotions to lure customers into the area, even coordinate to voice their opinions on city issues when applicable.

Recently, the business owners have been meeting weekly to discuss their collaborative efforts. As the work continues, merchants believe a group effort can help establish a distinct identity for the area. Once the word is out, they’re confident the long-term viability of the First Street corridor will be secure.

“That’s the challenge — a small percentage of people who live in Sarasota actually know about us,” Schlossberg said. “Once we get someone here, they’re happy to be here.”

Meet the merchants

Eileen Wallace — Owner, Write-On Sarasota
8 years on First Street

On creating a distinct identity for First Street: “I think it just happened. As other people would give up their businesses and retire, new people would come in and look, and it just happened. All of a sudden, we have a street where everything fits together.”

On the growing awareness of the area: “People say, ‘What’s down the street?’ And they go walking down, they come back with a package.”

Michele Schlossberg — Co-owner, Paint Nail Bar
1 year on First Street

On moving into the area: “I’ve always loved First Street. The mixed-use nature of the development — that there’s residential there, that there’s a Starbucks and a Whole Foots — to me, that’s our clientele.”

On standing out downtown: “I think we have unique shops, retail and services that aren’t available on Main Street.”

Tatyana Sharoubim — Owner, T. Georgiano’s
10 years on First Street

On the evolution of the First Street business environment: “I feel like the dynamic has changed immensely. With the growth in the city, there’s more demand to shop, to eat.”

On the benefits of filling vacant spaces: “The new energy is drawing in new clientele and piquing the interest of the existing customers. My theory’s always more is better.”