THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Wednesday, July 12, 1995 TAG: 9507110130
SECTION: VIRGINIA BEACH BEACON PAGE: 04 EDITION: FINAL
SOURCE: BY PAM STARR, STAFF WRITER
LENGTH: Medium: 97 lines
Richard and Michael McLaughlin knew exactly what kind of bicycle helmets they wanted last week at Toys R Us.
The boys ran right over to the shelf with the nifty gray and black helmets that have the attached reflective visors.
Nine-year-old Michael eagerly donned the desired helmet and showed his grandfather, Robert Lukeman. Michael looked like he was ready to spar with Darth Vader rather than hop onto his two-wheeler.
``They make my head itch, but I won't look dorky if I get one with a visor,'' Michael said. ``All my friends are wearing them now.''
Lukeman, pensive, looked at the $29.95 price tag. Even though the helmet has the approval of the American National Standards Institute (ANSI), the cool ``ozone shield'' visor is simply a fashion statement.
``That's the one they want,'' he said at last. ``I think helmets are a good idea - if they wear them.''
Children under the age of 15 don't really have a choice anymore. Since the new bicycle helmet ordinance went into effect 12 days ago, they've been required to cover their heads every time they ride a bike. If not, they face a $25 fine. The law, while making a few grumble about government interference, has skyrocketed sales of bike helmets in some stores by 30 percent.
Mike Proffitt, store director at Toys R Us on North Mall Drive, said that helmet sales started rising the last week of June and have continued to climb.
``We're up about 30 percent in the last four days,'' said Proffitt. ``What we anticipate, based on other figures from cities with similar laws, is sales will continue for 90 days. We're prepared for this - we still have them in stock.''
The giant discount chain Wal-Mart has already sold out of its stock of helmets, said assistant store manager Sam Wiggs. But a shipment was just delivered on Monday. The five styles, ranging from $14.97 to $19.97, went very quickly in the few days after July 1.
``Sales have increased at least 30 percent,'' he said. ``We've always been a good helmet store.''
Bay Bicycles on Shore Drive has had disappointing sales. Owner Wes Blow placed a ``bunch'' of children's helmets on sale but not many people have bitten. Sales have increased only a bit, he said.
``I was expecting people to react faster,'' said Blow. ``But I have noticed more and more kids wearing them and that's encouraging.''
A-1 Beach Bikes on Virginia Beach Boulevard has the same problem. Sales of eight different helmet styles that sell from $19 to more than $100 have increased slightly.
``It's not what we expected,'' admitted sales clerk and mechanic Daniel Prince. ``I think kids still don't want to wear them.''
He may be right. Ride around any subdivision and you'll see violators blithely pedaling down streets without head coverings. Their parents may not know about the law yet, might not care or think they can't afford a helmet. Those are the ones Proffitt hopes to catch with his $9.99 helmet, the lowest-priced one he carries.
Toys R Us is participating in a promotion with the Network for Pediatric Care. Although the stores won't be giving them out, area pediatrician offices will be distributing fliers on bike safety and helmets that have a $5 coupon off bike helmets at Toys R Us. Policemen in South Hampton Roads will also have 10,000 copies of the flier/coupon to hand out if they stop first-time violators.
Kemp Jones, owner of Oceanfront Bikes on Norfolk Avenue, says the fit, not price or style, is the most important thing.
``It's important to have someone there who knows how to fit a helmet. It has to be snug - it should fit like a hat. You shouldn't just guess the size.''
Sales at Oceanfront Bikes have more than doubled since July 1, and Jones has had to order more helmets to keep up with the demand. He said that more children are wearing helmets at the Oceanfront but don't seem too happy.
``It's going to be fun to see how it (the law) affects kids,'' Jones said with a laugh. ``They're so style-conscious. They come in here and say, `This is so dorky.' ''
Proffitt allows customers to try on helmets at Toys R Us and will help them adjust the fit. When you put on a helmet, he said, you have to make sure it can't be pulled off and that it is set squarely on the head.
Tim Woolford of Conte's Bicycle and Fitness Equipment on Laskin Road, hopes so, too, but he thinks that human nature may be playing a part in his sluggish sales.
``I guess everybody is waiting till they get their first fine,'' he said. ILLUSTRATION: Staff photos by CHARLIE MEADS
ABOVE: Mike Proffitt, store director at Toys R Us on North Mall
Drive, recommends customers have their kids try on helmets at the
store.
RIGHT: Michael McLaughlin tries on a helmet that meets national
standards, although the ``ozone shield'' is simply a fashion
statement.
KEYWORDS: BIKE HELMET BICYLE HELMET LAW by CNB