By Mary O’KEEFE and Charly SHELTON

Ask owners of small businesses and they will share their COVID-19 stories of struggle, with some surviving the pandemic and others closing their doors for good. The pandemic has far-reaching effects on every aspect of life.

Local independent businesses are part of every community. They donate to non-profits and schools, hire locally and, many times, are owned by people who live within the community. COVID-19 is not the only reason for stores struggling, however. Prior to the pandemic, many small retail businesses were fighting the challenges presented by big box stores and online sales. To combat these challenges, programs like Small Business Saturday, sponsored by American Express that encourages shopping at independent “mom and pop” businesses especially on the Saturday after Thanksgiving, raised awareness that communities needed to support these businesses.

But COVID-19 changed everything. Now ordering online is not just a convenience but, at times, is the only way to shop.

Maureen Palacios owns Once Upon a Time Bookstore in Montrose. The bookstore was established over 50 years ago and has survived waves of trials from rising rents that forced a move farther east on Honolulu Avenue to the onset of the digital age. But Palacios is trying to adapt and is working through the pandemic.

“We are tired, but we have to get through it,” she said.

Palacios said the business has been getting a lot of online orders thanks to the community support and an article about the bookstore in the LA Times. The reporter was syndicated, so the word went out to a wide audience that responded by placing online orders.

The orders were welcome but Palacios’ business, like many other independent stores, did not have the infrastructure in place for mass online orders. So there have been a lot of late nights as the small number of store employees work to get the books and items sent out. Despite the increase in online sales, it has still been a tough year.

“It’s different,” she said comparing current conditions to the days when kids would run into her store to find their favorite book or discover a brand new one. “And our numbers are still way down from last year.”

She saw a real downturn after the recent closing of restaurants, which had drawn many to the Montrose Shopping Park.

Once Upon a Time Bookstore is closed to in-person shopping. People can order online or by phone then come to pick up their items. Palacios decided to close in-person shopping due to safety concerns for her employees and their families. She saw, and continues to see, people walking past her store not wearing a mask.

“I can’t afford to put [my employees] at risk,” Palacios said. “Several live with people who have compromised immune systems.”

She does ask everyone to continue to support local business. She often refers her customers to local stores.

Even though the COVID-19 vaccine is beginning to be distributed and there is hope in sight, Palacios does not expect to see a return to any type of normalcy until the fall.
Owners of retail stores are not the only businesses that need to re-invent themselves. Workers in businesses that have been hit hardest, like bars and pubs, are looking at new ways to practice their chosen profession.

Matt Abshire, manager of the currently-shuttered Avignone’s Lounge in Montrose, is pivoting as well. With the bar being closed since the initial shutdown in March, Abshire has been working on a new business to stay in the mixology scene while keeping social distance in mind.

“What I’m seeing is that people really miss just being able to go out and grab a drink,” Abshire said. “Not only for the social aspect, but also because most people just can’t make their favorite cocktail at home the same way a trained bartender can.”

So Abshire started “pre-batching” cocktails for some friends and regular customers of the bar. The success of that venture has expanded so he now can accept orders from all over. Customers can order a bottle of their favorite cocktail, which Abshire mixes up and bottles. Each bottle holds several servings, and the bottle can either be cellared and aged to allow the flavors to marry, or enjoyed right away. This is similar to how business operated at Avignone’s for pre-batched, matured cocktails. Now that guests can’t come to the bar, Abshire brings the bar to guests.

“I get a lot of orders for ‘the favorite cocktail they can’t get in a bar,’ which is usually an old fashioned or something [along those lines], and I get asked for some themed cocktails to fit an occasion,” Abshire said. “Right now I’m getting asked for a lot of poinsettias and other champagne cocktails for Christmas and New Year’s Eve.”

Abshire is currently taking orders for New Year’s celebrations, or anytime celebrations. The cocktails come premixed, sealed in a bottle and ready to pour. He also mixes up cocktails for events and occasions that are custom crafted for the drinker, and these can be delivered by the bottle as well. Inquiries can be sent to Abshire’s phone at (936) 334-7685 or to his email at FunnyBooze@gmail.com.