Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, July 9, 1993                   TAG: 9307090055
SECTION: VIRGINIA                    PAGE: A1   EDITION: METRO 
SOURCE: LARRY W. BROWN STAFF WRITER
DATELINE:                                 LENGTH: Medium

THE MORE WE SWEAT, THE MORE THEY SMILE

Now, as we broil in an early-summer heat wave, profits are soaring with the mercury at an entirely different group of businesses.

Richard Mardian, who owns Parlor Days Homemade Ice Cream in Roanoke, said customers have been flocking to the shop to find some relief from the heat, but they're waiting until the sun sets.

"It slows down during the day because people don't want to move," Mardian said, adding that sitting in air-conditioned homes can be more pleasing to some than venturing out for ice cream.

"It's hard to find people until after 6," he said.

Denise Boone, manager of the Baskin-Robbins on Williamson Road, agrees.

"It's definitely busy," Boone said, "but more so at night. In the day it's too hot, but when it cools off it's packed." Nighttime business is nearly twice that of daytime, she said.

"I guess there is such a thing as being too hot for ice cream."

Appalachian Power Co. does not expect to reach its peak electricity distribution, though Virginia Power Co. expects to topple the previous record set last July.

"We don't anticipate any problems with providing power to our customers," said Victoria Ratcliff, a spokesperson for Apco. She said Apco sells more electricity in the winter than it does in summer.

Helping Apco meet the demand is the timing: Some big industrial customers shut down this week for a summer break.

For quick solutions to their suffering, shoppers are turning to swimwear and swimming equipment. Toy stores, such as Toys R Us at Valley View Mall, are moving lots of water-related gadgetry.

Sales of "the Super Soakers and swimming pools have increased recently, especially the pools," said Kester Dingus, manager of Toys R Us. Dingus said one shipment of the small swimming pools sold out in 10 days and a new shipment sold out even more quickly.

Frederica Weld, manager of Gantner Factory Outlet in Roanoke, said in weather like this "people don't think about anything except going swimming."

Weld said business is booming on everything from swimwear and coverups to sandals. The number of buying customers is up by about 25 more a day, she said.

"Last week was the biggest," Weld said. "The Fourth of July is usually a big weekend, but combined with this heat . . ."

"We're selling a lot of fans this week," said Jeff Eller, the manager of Dan's Fan City. "It's probably increased 100 percent this month." Eller said the store sold about $40,000 in fans in June and has sold twice that amount so far this month.

"In a day, we get 30 to 40 customers," he said.

Lou Mazey, a secretary at Air Comfort Inc., said they have been getting about 335 calls a day from customers, either asking for price estimates for air conditioning or for immediate service.

"Everyone's calling to get it in as soon as possible, or they say, `Can you get it in today?' " she said.

Stressed by the heat, automobile engines - and especially their cooling systems - have found their way to repair and radiator shops.

"I'm piled up to my neck," said Peggy Falls of Falls' Radiator Shop. "In weather like this it's terrible. We don't have time for anything!"

"Some auto places send two or three cars a day, and we stay pretty busy with regulars," she said. "It's a thriving business, but I'm pretty worn out."