September 9, 2004

Relationship Selling

Almaden Oaks’ hosts Summer Fling and more in attempt
to familiarize community with overlooked resources

By Justin Petersen
Staff Writer

The silence is broken at Almaden Oaks’ shopping Center on Meridian and Redmond Avenues. For years the center has encompassed a tranquil peace, much to the dismay of tenants who offer a range of diverse business expertise on the private ‘mom and pop’ level rather than the usual corporate franchise schtick.

However, thanks to a tight nucleus of ambitious tenants coordinating events such as August’s Summer Fling, the cash registers are ringing and shoppers follow arrows dictating parking flow rather than sprinting across unoccupied spaces. But more importantly, the Oaks’ movers and shakers foresee bright prospects in the future.

“We have coffee and restaurants just like the Safeway shopping center,” said Leila Eslamian co-owner of Kabob’s.com, a unique eatery that specializes in the Persian staple Kabob. “Because this shopping center is not as busy as it should be, most neighbors go to Safeway to get Starbuck’s and Posh or Burger King and Baskin Robbin’s.”

As a result, many businesses exclusively unique to Almaden and South San Jose, see less foot traffic, crippling sales and, for some, livelihood.

Competing centers located on streets leading to neighboring subdivisions receive more attention simply by the nature of convenience. Almaden residents commuting home from work naturally stop and shop, eat, etc. at obvious meccas rather than Almaden Oaks which is nestled a half-mile north of Almaden Expressway east of Camden Avenue at Meridian Avenue.

“I think because of the location between residential areas, sort of hidden behind everything, people forget that we’re here,” said Rite-Aid general manager Sarah Bonilla. “We organized the Summer Fling to have everyone in the community get to know the plaza.”

In the collective effort, the entirety of Almaden Oaks’ small business owners colluded with anchor tenants Albertson’s and Rite-Aid in organizing the first of several events proposed quarterly.

Despite great food, substantially entertaining bands including Almaden’s own Shinobu, and worthy activities, the inaugural summer fling was received with mild enthusiasm. However, the result was more a reflection of unawareness than disinterest.

“I definitely think it was a success,” continued Bonilla. “For short notice and how it came about, it looks like we have benefited. The more often we host events like this one, the better response we’ll see.”

Tenants set booths out to meet and greet the public, demonstrating their particular service and products. Tables held literature, fliers and coupons. For kids, the main attractions were jump houses and an additional booth set out by the San Jose Police Department. The SJPD took fingerprints for fun on this day, delighting children in the process.

“It’s a great idea,” said Bill Rupp, owner and operator of Akin’s Collision Center for more than 33 years and counting. “I haven’t heard of anything like it before. I think it’s unique to have assembled such a good core of tenants interested in drawing the attention of neighbors and customers to help the businesses in the plaza.”

For Rupp, the proposed events confirm his beliefs and his aim in expanding Akin’s from Santa Clara out closer to his home in the Almaden Valley. “My work is actually done in industrial areas, but I figured it’s more convenient for local neighbors to come in down the street from their home, even if the actual production shop is located ten miles away. They can leave their car and walk home.”

Rupp is accurate in accessing his clientele, yet there had remained a gap in awareness between business and customer. “It is the desire of current business owners and will be very beneficial to have a thriving center,” he continued. “With the events we are all pushing together to make that happen.”

Supporting the tenants’ public relations revolution is landlord Duckett Wilson, Inc. a national development firm that owns Almaden Oaks’ property. Said D.W. marketing director Joan Shepherd of the tenants’ fortitude: “This particular center is quite rare. Close-knit, they accomplished 90-99% of work on the event and were all very congenial. I believe that is quite uncommon in tenants. Some of our other tenants don’t even know other business owners at the other end of the shopping center.”

According to Sheperd, it is Duckett Wilson’s desire to “serve the immediate three miles within their centers’ radius.” They support a mantra broadcasting utmost support for the community, with a desire for customers to feel comfortable and come do everyday shopping in the centers.

Many tenants cited the landlord’s generosity and support in the group’s effort to secure more business. “Joan was here with the rest of us from seven in the morning until nine,” said Kabob’s Eslamian.

Yet, the most influential player and, perhaps, unsung hero in the Oaks’ blood, sweat and tears marketing campaign is Nitin Shah, owner and operator of the UPS Store and one of the most recent additions to the center.

“With us, Ladies in Motion and Simply For Kids, there are lots of new businesses coming into the center,” said Shah who reportedly conceived the idea then convinced other tenants of its value. “Most of the businesses here are service oriented; few sell the same products. Yet people aren’t aware.”

Thanks to Shah and other innovators such as Realty World, Akin’s, Amato’s Pizza and Kabob’s, the event was arranged in less than two months with plans in place for a similar event scheduled for Halloween.

“A lot of people showed up,” continued Shah. “We are planning to host these events regularly. We want to show people what we have and get to know the community. So far the biggest thing is that all of the tenants came to know each other very well and we can move forward from here.”