Fallbrook businesses begin to open up

It wasn't quite a Black Friday level of frenzy in downtown Fallbrook as last weekend was the first time since early March that retail businesses could reopen.

But, it's a start.

All around town, there was more activity than usual with retailers such as 100 Main, Shop Around the Corner, The Spoiled Avocado and Mimi's Boutique and others had activity within them when before there was none.

On Thursday, May 7, Gov. Gavin Newsom and Dr. Mark Ghaly, secretary of California Health and Human Services, broadly outlined the changes under Phase 2 of the governor's multipoint plan for reducing regulations and restarting the state's economy, while stressing the virus is no less dangerous.

The changes do not add to the state mandates in place for residents conducting everyday affairs, but they do call for workplace adjustments as businesses reopen.

The state relaxed its health order Friday, May 8, allowing "low-risk" businesses such as clothing and book stores, music shops, toy stores, sporting goods stores and florists to reopen with curbside service only.

Newsom said the state will consider petitions from individual counties that want to go further and allow other businesses to open, but the decision will be based on strict guidelines.

"Of course we're open to argument, interested in their unique conditions and circumstances and we'll try to provide some flexibility," Newsom said.

To be fair, there is a lot of gray area within those orders.

"I think that was just some confusion if I can be honest with you," Lila MacDonald, Fallbrook Chamber of Commerce CEO, said Monday, May 11. "I think when it came out, everyone thought Phase 2 meant that retail and manufacturing could be open. So, that's what they geared up mentally for. We can blame it on anything. I would say you're reading too much social media and you didn't actually read what was being proposed. I think (Newsom has), regardless of whether you like him or not, he's always said Phase 2 would be opening with restrictions. Your retail could be open, but it's pickup and delivery. It wouldn't be where you can go into a clothing store and shop."

On Friday, some local retailers and manufacturers were readying to reopen, even if it wasn't supposed to be business as usual.

"They felt like it was open, like 'you can go to the grocery store, so you should be able to come to my cute little dress shop and buy clothes,'" MacDonald said. "I think that is where some small businesses felt like, 'well, we're going to reopen and just take our chances.' Most of them are just doing that – pickup and delivery. Kind of like restaurants are, right? You could still go to a restaurant and have not ordered food and walk in and order your food and then tell them you're gonna wait outside or wait inside or whatever you're most comfortable with."

MacDonald said she and her team at the chamber are trying to work with businesses and get them to use social media and websites to showcase their products and services, so people can order ahead of time and come pick up.

"If you need help with that, great, we will help you out," she said. "Getting you in contact with people or teaching you how to do Constant Contact so that your product is online because that is the way that people are shopping. You can still go on Amazon and get whatever you want to be delivered. You should be able to do that in Fallbrook. You should really go to any 'mom and pop' shop, get on their page, put the stuff in the cart and choose pickup or delivery."

MacDonald said businesses that are adjusting to the changes are finding a way to get revenue coming in.

"I have a girlfriend who does jewelry and Isogenix," MacDonald said. "She said her Isogenix business is going crazy right now because you can order and have it delivered to your house. Her jewelry is going crazy right now because people are at home and they want to get that gift for somebody, and she's saying I will meet people or I will send it to you. She's willing to do business that way."

She said the chamber is working to help business owners rethink and retrain their approach to doing business.

"If you're not willing to change, then you're right, you're going to lose your business," MacDonald said. "There's nothing I can do to help you."

MacDonald said that's a hard thing to say, given the fact that she and the chamber are working very hard to lobby county officials to allow for more reopening and easing of restrictions.

But even working in that capacity, she said it's clear that the landscape of business for retailers and places like salons is going to be very different.

"That's just it, that's what I have been telling people," MacDonald said. "Even when you open it back up, people aren't going to be there because a lot of people aren't going to do that. They're not going to be the same."

She said the weather is clearly having an effect on people, and she can see that business is indeed picking up.

"I'll blame it on the sunshine, there is an increase in business for restaurants. Coffee shops are getting back up when they were down 70%," MacDonald said. "They feel good now. They feel like they could be really marketing themselves and selling some product. Those are some good things that are happening.

"But it's still bleak for hairdressers, nail salons, anybody in that type of industry for sure because they don't see light at the end of the tunnel, to be honest with you," she said.

Jeff Pack can be reached by email at [email protected].