THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Friday, January 20, 1995 TAG: 9501190151
SECTION: VIRGINIA BEACH BEACON PAGE: 04 EDITION: FINAL
SOURCE: BY LINDA SCHANBACHER, CORRESPONDENT
LENGTH: Medium: 76 lines
The city calls it a gateway to the oceanfront resort area, but according to Kal Kassir, owner of The Corner Market, the Shore Drive/Great Neck corridor of more than 300 businesses has no identity of its own.
He and several of his fellow merchants want that to change.
Kassir and six other area businessmen have formed the Shore Drive/Great Neck Merchants Association. Their first meeting will be at 8 a.m. Thursday, at the Virginia Beach Resort Hotel & Conference Center.
Assisting the merchants is Frank Saunders, former Navy pilot and now president of his own marketing and promotional firm. Specializing in planning and directing special events, Saunders brings years of experience to the job at hand. In the past, he has directed the Norfolk Navy airshows and Harborfest, as well as other smaller events.
``Right now, I feel we are undermarketed, especially to the thousands of people who visit Virginia Beach at times other than summer,'' said Saunders. ``We need to let these people know that we don't close up shop after Labor Day.''
But just as important are the citizens of Virginia Beach and surrounding cities. ``We need to have something that makes it worth their while to come to us,'' he said.
Each of the city's major shopping districts has created a niche for itself with a unified strategy. ``Everyone knows what is available at Hilltop, at Pembroke, in Kempsville and, of course, at the oceanfront,'' Kassir said over a cup of coffee at the restaurant he has operated for 15 years. ``It is past time when the Shore Drive/ Great Neck merchants need to create an image for themselves.''
Saunders and Kassir envision a Georgetown or Williamsburg-type atmosphere for the district.
``What we don't want,'' said Saunders, ``is to be known for all-you-can-eat buffets and $2.99 T-shirt shops.''
Citing the area's many well-known restaurants and specialty shops, they said the existing businesses already fit such an image. What is needed, they say, is a unified marketing strategy.
That will include special events to take advantage of the nearby beaches and parks.
``We're already talking about a Rockfish Festival to be held in the fall,'' said Saunders. Other events may include activities at nearby Seashore State Park and on the bayfront beaches.
The men emphasized that ``quality of life'' in the area will not be affected by such an increase in business and recreational traffic.
``Most of us also live here,'' said Kassir. ``We don't want to do anything that would diminish the caliber of the neighborhoods.''
Establishing the merchants association is the first step in getting the city to recognize the potential of the area, the organizers said in a letter to prospective members. The group is not looking for money from the city, Kassir said. ``Our goal is to be self-sufficient.''
Kassir has been an active volunteer in several groups to boost area business and family life, he said. So has his organizational board of directors. It includes: Harvey Shiflet, president of the Virginia Beach Resort Hotel and Conference Center; Jim McEwen, owner of Long's Jewelers; Morgan Davis, president of Princess Anne Bank; Elliot Furman, owner of Henry's Seafood Restaurant; Susan Bowerman, also of the resort and conerfence center; and Bill Miller, of the Duck In and Gazebo.
At the organizational meeting, by-laws will be developed and nominations will be accepted for permanent board members. ILLUSTRATION: Photo by LINDA SCHANBACHER
Kal Kassir, left, owner of The Corner Market, and Frank Saunders, a
former Navy pilot who owns his own marketing and promotional firm,
are organizing a Shore Drive/Great Neck Merchants Association.
``What we don't want,'' said Saunders, ``is to be known for
all-you-can-eat buffets and $2.99 T-shirt shops.''
by CNB