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Monday, September 7, 2009

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In Nisswa, people feel they belong

By JODIE TWEED

Staff Writer

NISSWA - Nisswa is more than a collection of shops; it's a shopping destination.

And the small-town appeal that draws shoppers to Nisswa wouldn't be possible without the strong business relationships in the city.

"I've always said, 'Nisswa is for Nisswa,'" said Stacey Waidelich, owner of Any Occasion, a downtown Nisswa shop that opened within the last year. "We help each other out. We all support each other."

Waidelich and her husband, Randy, also own R.W. Carlson's Fine Jewelry on Main Street. Her relatively new shop, Any Occasion, is found directly behind the jewelry store. The shop features gifts - many can be personalized - for weddings, anniversaries, birthdays, new babies and other special occasions.

Downtown Nisswa has sidewalk appeal for visitors, who may stroll through town to shop, eat at restaurants and enjoy several festivals or activities sponsored by the business community. Brainerd Dispatch/Kelly Humphrey
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Waidelich said Nisswa merchants try to offer unique products and won't intentionally purchase the same products that other Nisswa shops offer. She said vendors will tell them if their products are carried in other Nisswa stores.

The Nisswa Chamber of Commerce offers a business walk-through event in May so business owners can check out each other's stores. It's helpful because it can be hard for Nisswa merchants to get away from their own stores and go shopping during the busy summer season but it gives them an opportunity to see what others are carrying. Waidelich said it makes it easier to refer people to the shops containing the items they may be looking for.

"It doesn't help anybody to carry the same merchandise," said Waidelich. "I feel we really support each other and that's what sets us apart from other small communities. I have customers who tell me they notice it."

Kate Belgum, manager of The Chocolate Ox in Nisswa, handed a customer an ice cream cone. Belgum, a senior this year at the University of Minnesota-Duluth this fall, said Nisswa is a fun community to work in. Brainerd Dispatch/Kelly Humphrey
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Waidelich said it's not only the business community. Residents feel a sense of connection and belonging in Nisswa. It's a primary reason why she opened her shop in Nisswa.

"This community pulls together like I've never seen before," said Waidelich. "It's the most generous."

Since nearly all of Nisswa's 70-plus businesses are conveniently located within walking distance, those who work in Nisswa find themselves often frequenting other local establishments. It could mean stopping over at Rafferty's Pizza after work to have dinner with friends or shopping for a new outfit at Lundrigans Clothing.

Theresa Faust, interim executive director for the Nisswa Chamber of Commerce, was proof of that one Wednesday afternoon last month.

Fun Sisters employee Valerie Spaink started to apply eye glitter - a new and popular offering for its female customers of all ages - to 6-year-old Avery Erickson's eyelids in August at the Nisswa store. The Fun Sisters, which has a store in Pequot Lakes, just opened the store in Nisswa this year. Brainerd Dispatch/Kelly Humphrey
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"I have on a pair of shoes from one Nisswa shop, a skirt from another and my shirt and earrings are from others," Faust said with a laugh as she pointed to her clothing she was wearing.

When Dayna Korf and her co-workers at The Chocolate Ox get hungry but can't get away for a break, the kind folks at Rafferty's Pizza will walk across the street to hand deliver their pizza order. Korf, a 21-year-old college student from St. Cloud, was spending the summer at her family cabin on Lake Hubert. She said she loves the area and had always wanted to work at the candy shop.

"I love the lakes and I always came here for chocolate," Korf said of The Chocolate Ox. "That's why I wanted to work here."

Korf said the employees at The Fun Sisters would stop in at the shop this summer and put glittery eye makeup on them. The Fun Sisters, a popular stop in Pequot Lakes, opened another store in downtown Nisswa this year. Anyone who stops into the store may get glittery eye makeup applied on the spot - a hit with the pre-teen set and even groups of women out shopping together. Fun Sisters employees apply a clear base to the eyelids, using a Q-tip and then customers may pick the glitter from a variety of colors.

Stacey Waidelich opened her store, Any Occasion, within the past year behind R.W. Carson's Fine Jewelry, which she and her husband Randy also own. Waidelich said Nisswa business owners help each other out. If they don't sell something a customer wants, they'll refer them to a neighboring store. Any Occasion has its own niche, providing people with unique and personalized wedding, anniversary and baby gifts. Brainerd Dispatch/Kelly Humphrey
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"Everyone has a lot of fun with it," Michaela Saley, a Fun Sisters employee, said of the glittery makeovers.

Saley said she loved working at the Pequot Lakes store but jumped at the opportunity to work at the Nisswa store when it opened.

"Nisswa's always busy and everyone's always in a good mood," said Saley. "A lot of my friends work in Nisswa and I wanted to work here."

Randi Goerges, 15, was able to ride her bike to work at Adirondack this summer.

"It's awesome," Goerges said of living and working in Nisswa. "Nisswa's such a nice town and people are friendly. Everyone's so nice. It makes it so fun."

Faust said that there is little turnover in shops in downtown Nisswa; one or two stores a year may close or change ownership but she said it's infrequent. Nisswa shops do not close after Labor Day, as some people may believe. Most shops are open at least through Christmas and will close for a few months before reopening. Several are open year-round, said Faust.

Turtle racers splashed water at their turtles during the Nisswa Turtle Races, which take place every Wednesday afternoon during the summer. The event draws big crowds to the community. Brainerd Dispatch/Kelly Humphrey
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Steve Mans, owner of Mickey's in Nisswa, said the eatery mostly caters to tourists but business also has strong local support, which keeps it busy during the winter months as a year-round operation. This is its second year in business in Nisswa.

"This time of year for us we see both locals and tourists," said Mans. "We fit in really well (in the Nisswa community) because our food is fast but not greasy."

Mans said the ability for customers to walk in and eat while walking around town shopping is important for their business.

"We love that it's small and close - and not spread out," Mans said. "The walking distance is a huge issue for us."

Suzy Turcotte, who has owned and operated Rainy Days Bookstore for 19 years as of Oct. 1, said she has heard from her customers that they have their favorite stops they like to always visit when they're in Nisswa. She said it's fun to see the same summer customers return each year, bringing their children and then grandchildren with them when they come to shop.

"You get to know these families real well," said Turcotte.

Faust said it's difficult to measure how many people visit Nisswa to shop on any given summer day but they have on average about 500 visitors who participate in the Nisswa Turtle Races on Wednesday afternoons, drawing a crowd of at least double that number. Nisswa also hosts Fun Day every Thursday during the summer, as well as many other events and festivals, including Nisswa-stamman Scandinavian Festival in June, Nisswa Freedom Day Celebration and Parade in July and Nisswa Crazy Days in August.

Upcoming fall events include Nisswa Fall Festival and Smokin' Hot BBQ on Sept. 19, the Nisswa Chamber fall dinner on Sept. 24 where the Nisswa Citizen of the Year is announced, the Christmas Tour of Homes Oct. 15-17 and the Nisswa City of Lights celebration and fireworks Nov. 27.

JODIE TWEED may be reached at jodie.tweed@brainerddispatch.com or 855-5858.

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