Hermosa Merchants Look to First Thursdays for Boost

Hermosa Beach businesses have began providing special exhibitions of art, live music and lower prices on food in a new event called First Thursdays.

The event aims to boost local commerce amidst a slow economic climate and disruptive construction project on Pier Avenue.

First Thursdays are held in downtown Hermosa Beach on the first Thursday of each month. The first was a week ago today.

Restaurants and stores will stay open from 6 to 9 p.m. and offer free samples of food, as well as music from local bands and displays of photography and artwork.

Lori Ford, owner of the Gum Tree café and gift shop, spearheaded the idea.

"There's something different done by every store," Ford said. "For example, there's sale prices on gelato at Paciugo Gelato; there's free gumbo samples at Ragin Cajun; there's discounts on clothes at Blue Rose Boutique, and there's even an art opening at Bo Bridges Photography gallery."

Ford patterned First Thursdays after First Fridays in Venice Beach, where visitors enjoy deals on gifts, performances by local musicians and art displays by locals. Ford said she hopes First Thursdays will bring more awareness of businesses in Hermosa Beach.

"It really makes for a fun event for everyone to try out new things at the stores that aren't usually available during their normal hours," Ford said. "A lot of businesses are really needing more help in these tough economic times."

Ford said the first First Thursday on May 6 was a success.  Merchants reported higher sales on that day than they had on other days during the week.

"Last Thursday was such a successful turnout," said Monien Ibarra, who works at the Paciugo Gelato Café on Hermosa Avenue. "We have all sorts of fans on our Facebook page. We really hope to bring more awareness for this event so that other stores and restaurants on Pier Avenue can participate too."

Ibarra said that the event is helping bring back some customers who had stopped coming because of the Pier Avenue Improvement Project. The construction noise, detours and reduced parking on the city's main street have deterred some people from visiting the area.

Bo Bridges, owner of Bo Bridges Photography on Hermosa Avenue, said the nighttime environment of First Thursdays provides a more cozy atmosphere for his gallery. He brought in an acoustic band to perform inside last week.

"With the lights dimmed and the soft music playing, it made for a much more intimate setting compared to when it's open during the day," Bridges said.

About 100 people checked out the gallery May 6, he said.

"It was a great night out, and it allowed a different type of crowd to visit, rather than the noisy people from the bars," Bridges said. "It was a good turnout."

The next First Thursdays event is June 3 from 6 to 9 p.m. For more information on the special events and deals at downtown stores, visit First Thursdays' Facebook page at facebook.com/firstthursdays/.