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The South Whidbey economy: Bucking national trends
Local Island businesses personally connect with clients and ramp up services to stay afloat
Visitors disembarking the ferry on the sourthern end of Whidbey Island are greeted by this wood carving by artist Pat McVay.
By Carolyn Tamler
Those who live on South Whidbey recognize their world is somewhat removed from what’s happening off the island. Despite gloomy national economic news, many South Whidbey businesses seem to be doing all right, and some are doing better than a year ago.
What dominates the mindset of South Whidbey residents is a commitment to support local businesses wherever possible. Local businesses are focusing on keeping their current customers satisfied while looking for ways to attract more local customers, as well as visitors to the island.
Reports from the South Whidbey Chambers Each of the chambers on South Whidbey weighed in on business in their community and what the organizations are doing to support local business. Here are their reports:
Clinton Chamber of CommerceOnly two years ago, the Clinton Chamber of Commerce was nearly extinct. Vicki Thompson, owner of Island Girl Nails, and Sherryl Christie-Bierschenk, owner of Best Practice Inc., a consulting business, spearheaded an effort with other Clinton businesses to rebuild the chamber. Today, the Clinton Chamber has more than 50 members and continues to grow. Most of the chamber members have retail locations in the community and the rest have home-based businesses.
“Many of the chamber businesses report that sales have picked up in the spring, and some are doing quite well, like food and beverage establishments. Some businesses that have experienced a slump have navigated through it by extending their hours or introducing new or expanded services,” Christie-Bierschenk said.
Discussions have begun with community leaders on the next phase of development in creating a vibrant downtown business core for Clinton. A greater emphasis has been placed on cooperative marketing, which has resulted in a discount card project that launched this month, and active collaboration with other South Whidbey chambers.
Greater Freeland Chamber of CommerceMembership in the Greater Freeland Chamber of Commerce is currently at 115. Chamber President Chet Ross observes that while some businesses have been affected by the economic downturn, others are actually reporting higher sales volumes. Businesses that are doing well are focusing on the needs of the local community.
“The businesses that are making a concerted effort to stay in touch with their local customers with mailers and phone contacts, offering specials and providing personal services in the Nordstrom model are doing OK,” Ross said.
Not surprisingly, businesses related to real estate, including agents, building contractors and suppliers and mortgage brokers are facing the most challenges.
However, there remains a sense of optimism for the future among the businesses, especially as the Freeland community develops a greater sense of cohesiveness and identity.
Langley Chamber of CommerceThe Langley Chamber of Commerce is the only chamber on Whidbey Island that is open daily with a paid staff. The membership has stayed constant at about 210 for the past year.
“Only a few businesses have closed, and these tended to be people who had wanted to transition out of business in past years but chose this year to do it,” said Langley Chamber Director Sherry Mays.
The Langley chamber includes a downtown core of retail members and many sole-proprietorship businesses. The majority of the members are in the lodging industry. Langley, voted best tourist town by King 5 television viewers, attracts many visitors to South Whidbey. Many lodging referrals are obtained through the chamber office.
Mays noticed a new trend that will benefit all of the businesses in South Whidbey.
“What we’re realizing is that our chambers of commerce need to work together more to serve our South Whidbey community better. We are collaborating on projects to serve our mutual members more effectively with the different focuses we have at each chamber.”
A program is now in place that allows a business in one chamber to obtain memberships in other Whidbey Island chambers at a 25 percent discount. The chambers also send out each other’s newsletters.
Tourism: A continuing staple for local businessesBusinesses that benefit from tourism are striving to do their part to make Whidbey Island a prime location for visitors. The Island County Joint Tourism Committee’s slogan “The Shortest Distance to Far Away,” is aimed at those who may choose to spend less on vacation trips this year, but still want a feeling of being somewhere different.
RoseAnn Alspektor, tourism marketing coordinator, said the new Web site launched in November 2008 is currently attracting more than 14,000 visitors a month and that the visits are increasing by 1,000 each month.
Of those visiting the Web site, 25 percent to 30 percent are landing on the lodging section. This is good news for tourist-dependent South Whidbey. “This indicates that the Web site is inspiring people to come here,” Alspektor said.
The Joint Tourism Committee is also running print ads, on-line ads for other Web sites, television and radio advertisements, all of which adds up to greater visibility and more bookings for Whidbey lodging, which are trending up from last year.
Port of South Whidbey is boomingThe Port of South Whidbey is making progress on a six-year comprehensive plan passed in 2007. The latest acquisition by the Port District is the South Whidbey Harbor at Langley. The port took over this facility on Jan. 1 and immediately began improvements. The port has invested heavily in previously deferred maintenance projects and is working closely with its tenants and the Langley Chamber of Commerce to increase operational efficiencies and to market South Whidbey Island. It’s working. Revenue and income are both surpassing historic levels.
The port continues to invest in design and engineering for a significant expansion of the harbor, expected to be complete in late 2010 with construction on the new facility to begin soon after. Economic impact estimates for the $10.4 million project are more than $3 million per year (mostly from moorage fees).
The port is investing some of the income generated by harbor operations in the newly renovated Phil Simon Waterfront Park, which will welcome visitors and locals alike.
Whidbey Telecom Issues a Positive Report In 2008, Whidbey Telecom celebrated its 100th anniversary. The company has maintained employment levels throughout the recession, and it continues to innovate and offer more services.
Whidbey Telecom co-CEOs Julia Henny DeMartini and George T.F. Henny report that even in a down economy, Whidbey Telecom has continued to invest in enhanced broadband services for its customers, most recently deploying new broadband and network equipment and providing new high-speed Internet routers to its broadband customers. The phone and Internet provider continues to make good on its pledge to keep 100 percent of its communications cables buried.
The company also continues to focus its philanthropy locally, including donations to local food banks and other non-profit organizations that help those in need.
Local businesses share their successesA number of South Whidbey businesses have weathered the economic storm and are reporting sales holding steady or growing. Some of them share their successes here.
Whidbey Island Soap Co., LangleyKim Tiller and son, David, owners of Whidbey Island Soap Co., say their retail sales are down but wholesale and Web site sales are up. Their wholesale business now includes sales to Whole Foods in Washington and Oregon, and Central Markets and Town and Country stores in Washington.
Whidbey Island Soap Co. has expanded services and product lines to include a custom fragrance center in the back of the shop. Visitors can create their own fragrances from a large selection of fragrance and essential oils, and add these to a range of products sold in the store.
The Tillers have also expanded Mad Hatter Teas LTD, their tea boutique within the soap shop.
Prima Bistro, LangleyPrima Bistro opened its doors in Langley in 2006. Owners Jenn and Sieb Jurriaans are thankful their business continues to grow. In the first quarter of 2009, business increased by more than 25 percent. They believe South Whidbey Island is receiving more visitors because of the economy.
“People are choosing to vacation here, as Whidbey is so easy to get to and relatively inexpensive,” Jenn said.
The Jurriaans also notice customers are making conscious choices to conserve their dollars, such as ordering a glass of wine rather than a bottle.
Their menu encourages the sharing of small plates and this style of eating seems to really be catching on. Jenn adds, “Sharing plates also encourages a more social and convivial atmosphere … we love that!”
Casey’s Crafts, Bayview CenterLaurie Davenport took over the Casey’s Crafts store at the Bayview Center in 2006 with the vision of keeping the store alive and thriving in the community. With a dedicated staff and loyal customers, several of whom donate their time working in the store, Casey’s Crafts has seen business increase in the last year. Davenport believes people are spending on craft supplies, even while cutting down elsewhere.
Besides offering the largest array of craft supplies on the south end of the Island, they also offer art classes in knitting and watercolor, to name a few.
Dancing Colors, LangleyThis year is the 25th anniversary of Dancing Colors, a business that specializes in colorful scarves for a variety of uses. Owner Emily Day says her business is prospering in the midst of the economic downturn. In fact, Day opened a storefront location in Langley in May 2008, and this month she opened a movement studio adjoining the back of the store.
Tiger Martial Arts, FreelandWendi Barker, owner of Tiger Martial Arts, says the larger economic picture hasn’t affected her business. In fact, she says she has waiting lists for some classes.
“I credit it to the martial arts in general; when people get stressed they look for ways to de-stress,” she said.
The goals of martial arts are to promote self-control, commitment, confidence, respect and many other character traits. Barker believes that after a good workout, students feel more in control and have a better mindset to help them deal with challenges.
The Clyde Theater, LangleyBlake and Lynn Willeford have owned and operated The Clyde Theater for 37 years. The Clyde remains one of the few for-profit, one-screen independent movie houses in the country.
“Not only is it still here and still supporting a family, [but] our son, Brook, plans to join us in the operation at some point in the future,” Lynn said.
Lynn believes one reason for The Clyde’s longevity and success is its authenticity and stability in a changing world.
“The Clyde is its own funky self, a place where the conversations before and after the movie may provide as much entertainment as the film itself. It’s an informal meeting place, a rite of passage for the kids, an excuse to get out of the house for the elders,” she said.
Lynn said people who visit The Clyde can count on getting a fair deal on tickets and being greeted with a smile from the theater’s employees and volunteer ticket sellers, some of whom have been with the theater for more than 20 years.
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