New businesses brave economic downturn

Author: Grady Ross

At the heart of the crowded vitality of Walt Disney World's Magic Kingdom in Florida runs Main Street USA, a tribute to the role of a traditional American main street as the lifeblood of any town. Complete with a barber shop, bakery and a cinema, the quaint homage to small-town life recalls aspects of Middlebury, Vt. As Middlebury shares its lot in the country's economic plight, Main Street's role as the hamlet's jugular is now being put to the test.

"Main Street has a special role," said Gail Freidin, executive director of the Better Middlebury Partnership, formerly the Middlebury Business Association. "This role is extended to more than Main Street, really to all of the downtown, because of public spaces and because of the variety of uses that take place there: not just retail, but dining out, the library and entertainment."

Despite such attractions, however, Freidin acknowledges the affects of the economic recession on the town.

"Businesses have tightened their belts," she said. "People are concerned about their ability to sell their inventories."

This is a concern that is no less troubling as locals make the trek to Burlington and similar locations, which are able to offer more options to the consumer.

"This is not unique to Middlebury," Freidin said, referring to the pull from larger, more urban, options. "This happens nationally as the scale of retail changes. Increasingly, most of America demands large retail outlets and lots of parking." Main Street's role, in reviving downtown business, is therefore to bring in "things that are missing that might appeal to a broader spectrum of the community," said Freidman.

Mendy Mitiguy and Tracy Payne, the latest local business owners to set up shop on or near Main Street, feel they have what it takes to fill those gaps, offering what they believe is unique to the downtown Middlebury experience.

"We offer more contemporary lines, a more fashionable option," said Mitiguy, comparing her new women's clothing store, named for herself, to Middlebury's alternative retailers. The shopping experience itself will be different, she noted.

"We're about educating the buyer," Mitiguy said. "We're teaching how to update simple looks with accessories, or how to make an old look current. This helps them save money."

Certainly, a thinning wallet is on most people's minds lately. Payne, owner of Middlebury's newest salon, A Cut Above by Tracy, thinks this fact will work in her favor.

"People can't afford a brand new car, but they can get a $12 haircut," Payne said. "They can feel better about themselves. People who look good tend to feel good, and they tend to want to strive farther."

It is a positive attitude that Mitiguy shares in an otherwise depressing climate. Mitiguy, who owns two other Mendy's locations in Stowe and Shelburne, Vt., even anticipates Middlebury as a destination for shoppers and tourists in the future.

"Our Stowe location is more of a resort area, mostly traveled by out-of-staters," she remarked. "We're letting those out-of-staters know that as they travel through Vermont they should stop into Middlebury as well."

Payne hopes to start with a faithful local following, noting that she offers the same services that a pricey Burlington salon might offer. She wants to make her services available to everyone.

"I want it to feel comfortable for everyone to come," she said. "I love little kids, but I also love college students. I learn so much from them. I learn a lot from the older generation as well. I want to serve a vast variety."

This is something that Payne feels she is more able to do than other Middlebury businesses that specialize in personal care, primarily because of her flexible hours.

"Say you use a box color to color your hair, and it comes out flamboyant orange," she said. "You can call me at any time and I'll run over to the salon to help you fix it."

These are the kinds of details that Freidin hopes will help make Middlebury a destination.

"It's not so much about whether or not the local market can support downtown businesses," she said, "it's about whether or not a larger market will find Middlebury attractive."