The Buzz

Spotlight on Auburn Businesses Part I: Carpe Vino is No Compromise

This is the first in a Series of blogs where I will be highlighting new and old businesses unique to Auburn. This is my way of supporting our town's "Think Auburn First" campaign, which I read about in the Sentinel and was reminded of more recently in Gary Moffat's column, "Don't Drive to Roseville; Think Auburn First", a few months ago.

In his article, Gary mentioned several reasons why so many of us head down the hill to shop instead of buying locally. He talked about the supposedly lower prices offered by the big box and chain stores and the fact that many of us want what we perceive to be better price/selection/value from the bigger stores. Being a Bay Area transplant myself, I must admit that I used to be one of those weekend mall-goers and monthly Costco shoppers. However, lately the trips down the hill are few and far between for several reasons.

1) The sky-rocketing price of gasoline nullifies the few pennies I might save by driving down the hill to the big box stores.

2) What used to be a "quick trip" is now a bloody nightmare since I must drag four whiney children along. Yes, the exponential growth of my family makes car trips something I avoid at all cost.

3) I simply did not know what shopping opportunities were available to me here in Auburn.

This is a point that Gary also made reference to in his article. "Many Auburn residents are simply unaware of what is available in this town."

Personally, I have found this to be very true. After having lived here for nearly five years, I started making some of my own local discoveries when the AuburnBuzz was launched last year. I was pleasantly surprised to find so many lovely and unique shops and restaurants that I never knew existed. The Longhorn Meat Company, Creative Endeavors, Wild Flower, Winston Smith Books, Ultimate Beauty Supply and La Fornaretta Restaurant to name a few. Over the last year, I have made it a point to cut down on my trips down the hill, and instead take the time to discover more local businesses that can be found in the nooks and crannies of our historic town. I choose to support our local small-business owners whenever possible and I have found it is also a great way of connecting with people and getting to know our community better.

After being so inspired by Gary Moffat's article, which was completely on target in my humble opinion, I would be remiss not to mention the wine bar and restaurant, Carpe Vino, which is owned and run by Gary and his son, Drew, at the top of the list . I just had my first opportunity to check it out a few months ago and was not disappointed. (Yes, I realize it has been open for several years, but pregnant patients and nursing mothers are generally not allowed to partake at the wine bar). The ambiance created by the interior brick walls, low lighting, and local artwork displayed on an impressive cabling system was more than I expected. That is not to mention the terrific selection of wine and the most friendly and knowledgable staff you could ask for. Not being a wine conisseur myself, I rely heavily on the recommendations of the experts behind the counter. I can't wait to go back and try some of the Amador County varieties Gary recently added to his selection. I have been told by many the food is par excellence, but will have to discover that for myself the next time around. As Gary would say, see you in the wine bar!

While I found the service at the wine bar to be excellent, I must say that 'lack of customer service' is one reason that Gary forgot to mention in his previously-mentioned article that drives many of us down the hill. Unfortunately, both my husband and I have experienced sub-par customer service more times than we would like to remember at local Auburn businesses. Without mentioning any specific names, there have been numerous occasions we have felt the customer service was severely lacking and perhaps the help didn't try harder because they thought theirs was the only or best option in town. Au contrare. There is ALWAYS another option. We may give the business a second chance (everyone has an off day, right?), but if the service is bad two times in a row, forget it. We won't go back and would rather drive a longer distance for a better experience. We try to patronize those businesses that seem to appreciate their customers the most. Let me add that we are not extreme picky people, but we do expect common curtesy, friendliness, and just the slightest aire of helpfulness. Cheers to the Auburn businesses that already have this figured out!!!!!!

It is being said that 2008 is the beginning of a major shift in growth/change/upheaval and one can certainly appreciate the economic reality with higher gas prices, etc; but life does, hopefully, go on.  Ran into good pal Syl Bruce as she headed over to Depoe Bay on High Street where I joined her and bumped into fellow golfer Donna Arz who was with Jack Bangs.  While waiting for our order at this very busy coffee house, chatted with AJ columnist Susan Rushton whom Bruce brought up to speed regarding her new location for Southwest Silver:  Just a stone's thrown away on High adjacent to Sundance Computer (recently moved to Palm Avenue).  Although the new location is smaller in size, the richly painted walls create a trading post atmosphere which will contribute to an alluring look for Southwest Silver when the place is put together.  Good luck to Syl in her new digs and congrats to Depoe Bay for spreading their wings with more menu selections and tables to nosh/network/connect.

Enjoyed a delicious latte over at Courthouse Coffee and chatted with Courthouse Coffee Owner Linda Lareau. The drive up yesterday was not bad at all. Clear skies and a gorgeous warm day.

It is great to be back in the Auburn Community and connecting with the local community. The radio broadcasting career is being restablished again.

Made another connection/contact with the Promotions Director at 103.9 FM The Fish. He used to work at Americom Broadcasting as the Programming Director for Alice 96.5 Fm and knows the General Manager and the New programming Director Beej.

It was wonderful to be able to connect with the Sacramento Broadcasting world this morning. From there, headed down to Trader Joes, where the grocery list had grown to a few more things from the older sister and mom.

 Life is great and it is wonderful to be back in this gorgeous community of Auburn, CA. 

Looking forward to chatting away on Thursday morning at  Courthouse Coffee at 10am.  

Downtown Auburn refers to itself as "The heart of Auburn"; so we will refer to South West Silver owner Syl Bruce as the Queen of Hearts who is presently cashing out her 20-year-plus business.   As I witnessed--on a crazy Saturday-- the flood of stunned customers integrate the news that this long-standing business owner is  closing her business, I am struck by the feeling that because of high rents, small business owners can no longer sustain their businesses and landlords truly rule.  Good-bye Syl Bruce, you have serviced your community in a truly memorable way and to say you will be missed is understating reality.  We wish you well wherever you may land for the likes of your service we may not see again.  Farewell.  And, sterling silver lovers:  You have until the end of the year to scoop up the gems at bargain prices, and to wish Syl Bruce a fond goodbye. 

Enjoyed blueberry and lemon curd stuffed pancakes on the splendid deck overlooking the lush links at The Ridge  Golf Course and chatted up Food/Beverage Manager Mark Harris and dropped into the vibrant pro shop to check out the new inventory.  Headed into town to KAHI radio where I chatted up the avuncular Stewart Schur, he of Dr PC Computer Repair on Highway 49.  Stewart and wife Cristina do a fine job of repairing and servicing computers and Cristina goes to the head of the class with her deft manner of juggling customers on the telephone.  Customer service is the hallmark of this successful business.   Cruised down Lincoln Way and up past the clock tower, crossed the street and was drawn into Marilyn's Fashion-a-tions where a colorful celebration of 30 years in business took place.  Crossed the street and linked up with pal Syl Bruce, she of South West Silver and found myself and Syl back at Marilyn's enjoying the tasty fare supplied by Drooling Dog Bar BQ, Colfax.  Syl couldn't be separated from some sparkly, stretch tops and left them on hold as we crossed back to South West Silver so I could pick out some jewelry accessories--never enough items in this department.  Said goodbye to Syl and headed back to Old Town and stopped in to connect with Court House Coffee owner Linda Lareau who hitched a ride from moi back across Lincoln to Hilda's Bakery which is under new ownership.  Said goodbye to Linda and headed home to check in with email, husband and pets--all on a perfect fall day. 

Mondays can be challenging after a lazy Sunday; but the bounce factor worked today as I discovered a new store on Highway 49 in the Dry Creek Plaza:  The Clothing Rack offers gently used clothing/accessories  with designer labels for the family and Husband Jack scored with difficult-to-find rugby shirts.   A fan of traditional/vintage sportswear, I'll return for another search as The Clothing Rack is on my circuit traveling home.   I finally made it out to Combie Rd. to Double Cuts Salon where the capable Toni sheared away some of the summer growth and I headed out to The Ridge for some putting practice as the Fall season has shortened the range practice.  As I say, those of us who adapt, are less frustrated.   All-in-all, today rates as a productive one as I even managed to fit in some grocery shopping and fended off frustration with a computer snag by calling that whiz-kid Cristina, co-owner of Dr. PC Repair.  I'm more than ready to attack Tuesday and what with this great weather, it's all win/win.   Smile.

Anybody that knows me or has me talk on radio knows that I love good websites and I would like to share a few local ones:  First,  I just received a newsletter from Jerry Rogers, who cranks out the website for The Ridge Golf Course.  Rogers does a good job on this dynamic website that covers the range from the restaurant food to the golf course and can be accessed at www.ridgeGC.com.  Those members who want to know more about KAHI radio are advised to reference www.kahi.com which Manager Jerry Henry has pumped up with new images and a current schedule.   Chris Enss is a local author and has all her books on-line at her site where she even features a daily journal.  Reference Enss at www.chrisenss.com.  My friend Clint Walker of Cheyenne fame has a site at www.clintwalker.com where you can read about Walker and even order photos/DVDs.  More websites later; but these are all local sites for local peeps and local businesses.

Thursdays come quickly--as all days do--and passed another fun radio morning on KAHI  talking to Buzz-man aka Craig Graham who filled the community in on what's happening here at The Buzz.  Andrew Downey co-hosted and we chatted up The Ridge Super Steve Fackler while Velvet,  The Ridge golf dog, who scatters the geese, watched us from across the street.  After the program, all headed over to Court House Coffee where we networked and connected with Dave Liebergot who also popped in.  I headed home to change into golf duds, left for The Ridge where I enjoyed a tasty lunch with golf pro/instructor Carol French who videotaped my golf swing and provided her assessment and practice drills.  Looks like I'm back to the range for buckets and buckets of balls to master the cocking of the wrists.    Practice definitely slated for tomorrow; and Sunday I'll take it out to Raspberry to play nine with pal Cynthia McCoy where we can't lose because we really do lose some calories since we walk the nine.  Fore.

Relaxed as a noodle I was after receiving a soothing Reiki connection with Healing Light Owner Donna Arz and headed over to The Ridge for a chat with pro-shop worker Dave Bedell and Course Super Steve Fackler.   After a swing practice, crossed the road and wheeled into Safeway where I bumped into the Maxmeister, Max B, owner of Max's in the Heritage Center off Bell, and was reminded that Max should have been at the top of my list of successful business owners in Auburn.  Max, he of the big heart, has been in biz for over 15 years and has a loyal following and yummy lunch fare--including great soups/sandwiches/smoothies/decadent chocolate cookies.   Oh, and a big thanks to Craig Graham for mentioning Safeway as I took Chinese home and enjoyed my zesty lunch and look forward to the meatloaf and rice, also waiting for me to savor.   I mean can it become any better in North Auburn.  Be still my heart.

Having operated my own retail business for eight years, I lived the basic tenets for maintaining a successful business.   Location:  I enjoyed a superior location facing the street in Old Town Auburn and my show window--decorated brightly/colorfully--was always working for me.  A poor location will absolutely require massive advertising/promotion to compensate for lack of traffic.  Commitment:  I committed to a regular schedule of hours/days.  Customers are unhappy when they find the store closed earlier than posted hours.  Interesting Inventory:  I refreshed my inventory at regular intervals.   Merchandising:  I drew the eye with colorful displays which were changed regularly.  Competitive Prices:  I studied my competition and priced accordingly, offering sales regularly.  Attitude:  I attempted to provide good cutomer service and a friendly outlook.  Connections:  I made it a point to know the other merchants and was able to refer my customers for their specific needs.  Promotion:  A regular advertising program is a must and should focus on print ads.   Owning a small business is a challenge; so a plan before the business is opened should be made and adjusted as the picture changes.    Some of the small businesses that have been successful over the years include South West Silver; Roper's Jewelry; Sierra Moon Goldsmiths; OZ; Awful Annie's; Mary Belle's; Sunrise Natural Foods; The Footpath; The Chocolate Shoppe.  The aforementioned businesses all have good regular hours, good locations, good product and good customer service.   Did I mention:  It's always a plus when the business owner loves the business.